銷售人員性別、關係品質與銷售績效之關聯探討：以電子零組件產業為例

Abstract

電子零組件市場的行銷活動強調人員的銷售能力，特別是貴重的物品或是客製化較高的產品及服務，該市場顧客需求的獨特性，往往需要依賴專門廠商的提供，以及銷售人員的溝通與協調，行銷活動更是以頻繁的人員接觸以及較好的關係品質來達成，因此，銷售人員在工業品市場扮演極為重要的角色。 過去文獻指出，女性銷售人員在多項銷售特質上優於男性，本研究即以銷售人員之性別差異為主要探討焦點，研究結果顯示，女性不論在銷售績效及關係品質上皆優於男性，且女性對於關係品質與銷售績效之間的關聯影響力較大。

The marketing activities of the electronic components industry emphasizes the ability of salespeople, especially the valuable and the customized products or services. Customer demand in the market is unique, and often need to rely on the provision of specialized vendors, as well as communication and coordination by the salespeople. The marketing activities are more frequent personal contact and good relationship quality to achieve, so the salespeople play a very important role in the industrial market. Prior research indicates that female salespeople are superior to men in a number of sales qualities. This study is focus on the gender difference of the salespeople .The result indicate that women on both sales performance and relationship quality are superior to men and women is more influential to the relationships between relationship quality and sales performance.