保险销售人员解释风格与销售业绩的关系研究

发布时间：2018-04-22 06:27

本文选题：保险销售人员 + 解释风格　；参考：《首都经济贸易大学》2014年硕士论文

【摘要】：解释风格是积极心理学的重要概念之一,是个体对发生在自己身上的成功或失败产生原因的看法,即个体对不同事件的稳定的归因方式(Seligman,1990)。具有不同解释风格的人在面对同样一件事时由于归因方式的不同,会导致他们情绪和行为反应的不同,因而不同的解释风格还可能会反应在处理工作的态度和行为方式上。本文就是从解释风格角度出发,选取某一区域保险销售人员为研究样本,对保险销售人员的解释风格与销售业绩的关系进行研究。一方面,选取销售人员进行研究是因为这是一个频繁去感知成功或失败的群体,且销售人员对销售成功或失败比较敏感,由于销售工作的这一特殊性,销售人员的解释风格在某种程度上可能会明显的影响其销售业绩。因此,具有乐观解释风格倾向的销售员的绩效有可能会好于具有悲观解释风格倾向的销售员。另一方面,优秀的保险销售人员不仅在语言上要具有说服力,技巧、能力、心态及个性也十分重要,心理因素就是其中重要因素之一,而解释风格成为影响心理因素的重要因子。基于以上思考,本文选取保险销售人员解释风格与其销售业绩之间关系进行相关研究,通过文献研究和实证分析,探讨两者之问的相关关系,同时对比保险销售人员与常模人群在解释风格上的差异。得出如下结论： (1)保险销售人员与常模人群在解释风格某些维度上具有显著差异； (2)保险销售人员解释风格与其销售业绩相关； (3)销售人员的工龄与销售业绩呈正相关,但性别、年龄均与销售业绩无关； (4)销售人员的年龄在好事情的内在化归因(PSG)维度上具有显著差异,但销售人员的工龄在解释风格各维度无显著差异； (5)销售人员的性别与某维度解释风格水平具有显著相关关系。
[Abstract]:Interpretive style is one of the important concepts in positive psychology. It is the individual's view of the reasons for success or failure that occurs to himself, that is, the individual's stable attributional way to different events is Seligman's 1990. When people with different interpretation styles face the same thing, their emotional and behavioral reactions will be different because of the different attribution styles, so different explanatory styles may also reflect the attitude and behavior of their work. This paper studies the relationship between the interpretation style and sales performance of insurance salespeople from the angle of interpretation style and select insurance salesperson in a certain region as the research sample. On the one hand, we select the salespeople to study because this is a group that frequently perceives success or failure, and the salespeople are more sensitive to the success or failure of sales, because of the particularity of sales work. The salesperson's explanatory style may, to some extent, have a significant impact on sales performance. As a result, salespeople with an optimistic explanatory style tend to perform better than those with a pessimistic explanatory style. On the other hand, good insurance salespeople should not only be persuasive in language, skills, ability, mentality and personality is also very important, psychological factors are one of the important factors. And the explanation style becomes the important factor which affects the psychological factor. Based on the above thinking, this paper selects the relationship between the interpretation style of insurance salespeople and their sales performance to carry on the correlation research, through the literature research and the empirical analysis, discusses the correlation relation between the two questions. At the same time, compare the differences between insurance salespeople and norm people in explaining style. The following conclusions are drawn: (1) there are significant differences between insurance salesmen and norm people in some dimensions of interpretation style; Insurance sales personnel explain style and their sales performance related; (3) the length of service of sales personnel is positively related to sales performance, but gender and age are not related to sales performance; (4) the age of salespeople is significantly different from that of PSG in the internalization of good things, but there is no significant difference in the length of service of salespeople in each dimension of explaining style; (5) the gender of sales personnel has a significant correlation with the level of explanatory style in a certain dimension.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F842

【引证文献】