网络环境下不同类型顾客导向及其影响因素对销售绩效的作用研究

发布时间：2018-05-06 05:23

  本文选题：网络环境 + 顾客导向　； 参考：《江苏大学》2017年博士论文

【摘要】：互联网的发展不仅使得顾客获取信息日益便捷,更为重要的是改变了当今的竞争模式。网络时代下不仅很多电商企业应运而生,传统行业也迎合时代发展,参与到“互联网+”的潮流中。网络环境改变着消费者的购物以及信息获取习惯,消费者可以通过较低的成本来收集有关产品和服务的全面信息,并在充分的比较下做出最佳选择。购买模式的改变也带来了企业的改变,企业需要重新梳理并确立顾客导向的服务理念以及服务过程。虽然在任何外部环境下,顾客导向的核心本质都不会发生质的变化,然而在不同的环境条件下,其内容和表现形式却会显现出较大的不同。网络环境改变了企业的营销模式以及人们的消费行为模式,在网络环境下企业的顾客导向行为过程也具有异质性的特点,体现在跨时空性、无形性、低成本和便利性、易变性和高效性五个方面。网络环境使得企业之间竞争更为激烈,相比于传统环境,客户的重要性更为凸显,企业之间的竞争更多围绕如何更好地满足顾客的需求,而顾客的重要性也导致网络环境下销售人员的作用比以往更为重要。顾客导向理论是一种“以顾客为中心的方法”,强调企业经营要着眼于顾客偏好、需求和满意度。已有研究围绕顾客导向的概念、定义、内容、测量方法以及顾客导向对企业经营、生存和发展等方面进行了积极的探讨,取得了较为丰富的研究成果,产生了较为积极的影响。然而,对于顾客导向的影响因素即前因变量问题,以及它们是如何影响企业销售绩效的、影响机制如何等重要问题,已有研究却鲜有涉及,尤其对市场营销中顾客导向行为、类型及其前因和后果的知识更加缺乏。顾客导向的概念比较宽泛,虽然也有研究对顾客导向进行分类并进行不同类型顾客导向影响的探讨,但是对不同类型顾客导向的影响因素的研究则几乎没有。而在网络环境下,企业要想赢得市场竞争,不仅需要推行顾客导向,还需要结合不同的情境激励员工产生合适的顾客导向,故而对顾客导向分类并探讨其影响因素更有利于迎合当今日益个性化和复杂化的顾客需求,可以帮助企业更精准地满足顾客的个性化需求,从而提升企业的绩效。本文重点弥补对顾客导向分类研究不足的现状,将顾客导向分为功能型顾客导向和关系型顾客导向,并探讨两种顾客导向的影响因素。功能型顾客导向被定义为一套能达到帮助顾客做出满意的购买决定的任务导向行为,更强调任务导向,可能会使顾客-员工互动获得功能性收益。关系型顾客导向被定义为一系列意图与顾客建立人际关系的行为模式,强调与顾客之间建立关系,可能会使顾客-员工互动获得社会收益。本研究采用定性研究与定量研究相结合的方式,对不同类型顾客导向及其影响因素与销售绩效之间的关系进行系统地分析。基于市场营销学和消费者行为学中的顾客导向理论、控制系统理论、调节焦点理论、网络密度理论等,建立了顾客导向的前因变量和中介效应的研究框架,探讨了“前因变量-顾客导向-销售绩效”的互动模式和作用机制。本文运用了扎根理论的研究方法,对网络环境下不同类型顾客导向的影响因素进行了探索性研究,并构建了销售人员顾客导向影响因素的初始概念模型;在此基础上,提出了相应的研究假设,并对江苏省50家企业的800名销售人员展开问卷调查,回收有效问卷452份,运用结构方程模型的方法进行数据分析,对本研究提出的理论模型进行验证,主要得出如下研究结论:第一,本文主要探讨了顾客导向的影响因素——企业层面影响因素(结果控制系统,活动控制系统,能力控制系统),团队层面影响因素(团队网络密度)和个人层面的影响因素(促进焦点和预防焦点)对功能型顾客导向和关系型顾客导向的不同影响。经过假设检验发现,功能型顾客导向和关系型顾客导向有其共同的影响因素——活动控制系统,能力控制系统,团队网络密度,促进焦点和预防焦点。也有其独特的影响因素,结果控制系统只正向影响功能型顾客导向,而与关系型顾客导向无关。第二,功能型顾客导向和关系型顾客导向都会对销售绩效产生正向影响。以往有学者探讨了功能型顾客导向和关系型顾客导向需要结合顾客的沟通风格(是任务型还是关系型)和产品个性化,重要性等特征进行选择,这些研究重点探讨功能型顾客导向和关系型顾客导向在什么情境下更有利于顾客忠诚的提升。而本研究在这些研究的基础上,探讨如果企业根据顾客的沟通风格(或偏好)或者产品特征等因素确定了更适合实行何种顾客导向时,企业需要采取何种措施促成销售人员采取这种顾客导向。本文通过对三种影响因素的探讨,帮助企业决定何种措施有利于提升功能型顾客导向,而何种措施有利于提升关系型顾客导向。第三,本文还研究了功能型顾客导向和关系型顾客导向的中介效应。经过假设检验发现,功能型顾客导向和关系型顾客导向的中介效应有其共同的影响因素——能力控制系统和网络密度。即功能型顾客导向和关系型顾客导向在能力控制系统、网络密度与销售绩效之间都发挥中介作用。功能型顾客导向和关系型顾客导向也有其独特的中介效应。功能型顾客导向在结果控制系统、活动控制系统、预防焦点与销售绩效之间关系中发挥中介作用,关系型顾客导向在促进焦点与销售绩效之间发挥中介作用。第四,对452份销售人员的有效问卷进行分析后结果显示,在网络环境下,顾客导向的重要性非常显著,而不同类型的顾客导向可以更好地适应于不同的情境。关键在确定了顾客导向类型后,企业要想更好地提升销售绩效,需要在企业内部采取措施迎合这种顾客导向,而本研究主要目的便是帮助企业决定何种措施有利于销售人员形成企业所需的顾客导向,而这对于企业的发展也是大有裨益的,也能帮助企业和销售人员更好地满足当今网络环境下顾客的需求,促进企业的发展。
[Abstract]:The development of the Internet not only makes the customer access to information more convenient, more important is to change the mode of competition. The network era not only many commercial enterprises came into being, traditional industries are also catering to the development of the times, to participate in the "Internet plus" trend. The network environment changing consumer shopping habits and access to information, Consumers can collect comprehensive information about products and services at a lower cost and make the best choice under sufficient comparison. The change in the purchase pattern also brings about the change of the enterprise. The enterprise needs to rearrange and establish the customer oriented service concept and the service process. Although in any external environment, customer oriented The essence of the core will not change qualitatively. However, under the different environmental conditions, the content and the form of expression will show a great difference. The network environment has changed the marketing mode of the enterprise and the mode of people's consumption behavior. In the network environment, the customer oriented line has the characteristics of heterogeneity, which is reflected in the span of time. There are five aspects of space, invisibility, low cost and convenience, variability and efficiency. The network environment makes the competition between enterprises more intense. Compared with the traditional environment, the importance of customers is more prominent. The competition among enterprises is more about how to meet the needs of customers better, and the importance of customers also leads to the sales of people under the network environment. The role of a member is more important than ever. The customer orientation theory is a "customer centered approach" that emphasizes business management to focus on customer preferences, needs and satisfaction. Research has been active on customer oriented concepts, definitions, content, measurement methods, and customer orientation in the business, survival and development of the enterprise. However, there have been few studies on customer oriented factors, such as the problem of the antecedent variables, how they affect the performance of the enterprise and how the mechanism affects the mechanism, especially the type of customer oriented behavior in marketing. The knowledge of its antecedents and consequences is lacking. The concept of customer orientation is broader, although there are also studies on the classification of customer orientation and the impact of different types of customer orientation, but there is little research on the influencing factors of different types of customer orientation. In the network environment, the enterprise wants to win the market competition, Not only needs to carry out customer orientation, but also needs to encourage employees to produce appropriate customer orientation in different situations, so the classification of customer orientation and the discussion of its influencing factors are more conducive to catering to the needs of today's personalized and complex customers, and can help enterprises to more accurately meet the personalized needs of customers and thus enhance the enterprise. This paper makes up for the present situation of the shortage of customer oriented classification research, divides customer orientation into functional customer orientation and relational customer orientation, and discusses the influence factors of two kinds of customer orientation. Functional customer orientation is defined as a set of task oriented behavior that can help customers to make full intention of purchase decisions. Task orientation may make customer employee interaction gain functional income. Relational customer orientation is defined as a series of behavioral patterns intended to establish relationships with customers, emphasizing the establishment of relationships with customers, which may enable customer employee interaction to gain social benefits. This research adopts a combination of qualitative and quantitative research. The relationship between different types of customer orientation and its influencing factors and sales performance is systematically analyzed. Based on the theory of customer orientation in marketing and consumer behavior, the theory of control system, the theory of regulation focus, the theory of network density, and so on, the research framework of the customer oriented antecedent variables and intermediary effects is established. In this paper, the interactive model and mechanism of "antecedent variables - customer orientation - sales performance" are discussed. Based on the study method of grounded theory, this paper explores the influence factors of different types of customer orientation under the network environment, and constructs the initial conceptual model of the customer oriented influence factor of the salesman. According to the corresponding research hypothesis, 800 sales personnel of 50 enterprises in Jiangsu province are investigated by questionnaire, 452 copies of effective questionnaires are recovered, data analysis is carried out by structural equation model, and the theoretical models of this study are verified. The main conclusions are as follows: first, the influence of customer orientation is mainly discussed in this paper. Factor - enterprise level impact factors (result control system, activity control system, ability control system), team level influence factors (team network density) and individual level influence factors (promoting focus and prevention focus) on functional customer orientation and relational customer orientation. After hypothesis testing found, functional customers Oriented and relational customer orientation has its common influence factors - activity control system, capability control system, team network density, focus and prevention focus. It also has its own unique influence factors. The result control system only affects the functional customer orientation, but has nothing to do with the customs oriented customer orientation. Second, functional customer orientation and The relationship type customer orientation has a positive impact on the sales performance. Previous scholars have discussed the selection of functional customer orientation and relational customer orientation in combination with customer communication style (task type or relationship type), product individualization, importance and other characteristics. These studies focus on functional customer orientation and relationship type. In what context, customer orientation is more conducive to customer loyalty. On the basis of these studies, this study explores what measures the enterprise needs to take if the enterprise is more suitable for what customer orientation is based on the customer's communication style (or preference) or product characteristics. Through the discussion of three influencing factors, this paper helps enterprises determine what measures are beneficial to the promotion of functional customer orientation, and what measures are beneficial to the promotion of relational customer orientation. Third, this paper also studies the intermediary effect of functional customer orientation and relational customer orientation. After hypothesis testing, functional customer guidance is found. The mediating effect of the customer oriented and relational customer has its common influence factors - the capability control system and the network density. That is, the functional customer orientation and the relational customer orientation in the capacity control system, the network density and the sales performance are both mediating. The functional customer guidance and the relational customer orientation also have their own unique Intermediary effect. Functional customer orientation plays an intermediary role in the relationship between result control system, activity control system, prevention focus and sales performance. Relational customer orientation plays a mediating role between promoting focus and sales performance. Fourth, the results of an effective questionnaire for 452 sales personnel show that in the network environment The importance of customer orientation is very significant, and the different types of customer orientation can be better adapted to different situations. The key is to improve the sales performance after determining the type of customer orientation. The enterprise needs to take measures to meet the customer guidance in the enterprise. The main purpose of this study is to help the enterprise to decide. What measures are beneficial to the sales personnel to form the customer orientation needed by the enterprise, which is also of great benefit to the development of the enterprise, and also helps the enterprises and the salesmen to better meet the needs of the customers in the current network environment and promote the development of the enterprises.

【学位授予单位】：江苏大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F274
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本文编号：1850976