業務人員幫助行為量表之建立與評量

Abstract

「業務人員幫助行為」係指業務員提供職責以外的幫助行為給顧客，近年來的研究指出，業務人員幫助行為似乎對銷售績效有正向影響，但既有文獻中仍缺乏衡量業務人員幫助行為的衡量方式，以進行相關實證。本研究試圖發展出一個「業務人員幫助行為」量表，用以測量業務人員提供顧客的幫助行為程度。本研究分成兩個階段，其受測者為壽險業的業務人員，分別有190位及335位參與。研究結果顯示，本「業務人員幫助行為」量表共包含二十九個項目，以及五個層面：實質上的幫助、社交聯誼、送禮、情感支持和資訊分享。此量表有助於研究者測量業務人員幫助行為，也能幫助管理者知道如何增進銷售績效。

Salespeople helping behavior (SHB) is one of the extra-role behaviors that salespeople provide directed at their customer. In recent years, some previous researches have pointed out helpful behaviors directed at customers may be positively associated with sales performance, but few tools can measure SHB. This study developed a SHB scale for salesperson to assess the degree of salespeople helping behavior to customers. The study is divided into two stages: all respondents are salespeople from life insurance industry, with 190 and 335 respondents involve each of the stages. The result shows that an SHB scale with in 29 items of five dimensions: practical assistance, social interaction, gift giving, emotional support, and information sharing, could be reasonably constructed. This scale provides a useful instrument for researchers who hope to measure SHB and for portal managers who want to improve their sales performance.