銷售人員特性與關係品質之實證研究－以資訊服務業為例

Abstract

企業逐漸認知到與顧客建立緊密關係的價值是一種維持既有顧客的方法。企業也瞭解到關係的無形性並不容易被競爭者所模仿，因此可提供企業持續的競爭優勢。本論文提供企業衡量資訊服務業與顧客之間無形關係的量表。結果顯示銷售人員特性是關係品質的良好預測。

銷售人員特性的可靠性是銷售代表與顧客之間的關鍵因素。結果指出銷售人員特性的可靠性在關係品質的信任與滿意上有重要影響性。本模型以104家企業客戶的電子郵件調查方式做驗證。企業員工提供關於他們與資訊服務業銷售人員關係的資料。實證上，衡量與暸解企業客戶對於資訊服務業銷售人員認知的本質是重要的。

Increasingly, firms are recognizing the value of establishing close relationships with their customer as a means of retaining existing customers. Also, firms are realizing that the intangible aspects of a relationship are not easily duplicated by competition, thus providing a sustainable competitive advantage to the firm. In this paper, we provide firms with a scale for measuring the quality of these intangible relationships between information service firms and their customers. Our results indicate that salesperson characteristics is a good predictor of the relationship quality.

Reliability is a key factor in the salesperson characteristics between sales representatives and their customers. Our results indicate reliability of a salesperson characteristics have an important impact on trust and satisfaction of relationship quality. Our model is tested by means of an e-mail survey involving 104 business customers. The business employee provided data about their relationships with their information service industry salespersons. It is important to assess empirically and understand the nature of business customers’ perception of information service industry salespersons.