销售人员顾客导向对适应性销售的影响：情绪耗竭的调节作用
发布时间：2018-08-29 14:43
【摘要】：目前顾客地位上升,需求日益多样化,销售人员越来越需要以顾客为中心,满足顾客不同的需求,灵活的变通销售技巧,才能促进其长期的销售业绩。虽然目前有许多文献证明了销售人员的适应性销售行为的重要性,并且发现顾客导向是其适应性销售的行为的重要前因,但是也有部分文献并不支持这个结论。有学者认为应该将顾客导向进行类别上的进一步区分,来界定其作用机制。同时,销售人员不仅要对业务本身熟悉,更要良好的处理和顾客之间的人际关系,频繁的使用人际关系作为销售情景中的润滑剂和促进剂。销售人员频繁的使用自身的认知资源和情感资源,极容易造成自身的情绪耗竭。在现有文献中,研究人员更多的关注情绪耗竭前因及结果变量,极少将销售人员的情绪耗竭作为一个重要的调节变量。故本研究以企业销售人员为研究对象,借助资源保存理论,将销售人员的顾客导向分为功能型顾客导向和情感型顾客导向,并且研究两者对于其适应性销售行为的主效应,同时探索销售人员的情绪耗竭作为调节变量对于此主效应的影响。本研究收集了282份有效数据,涉及到金融、化工、家居等多个行业,通过问卷调研的方式,得出结论:销售人员的功能型和情感型顾客导向都对其适应性销售起正向影响,情绪耗竭会分别负向调节其主效应。最后,本文提出了本研究的理论和实践贡献,并提出了一些针对销售人员培训和管理的建议。
[Abstract]:At present, the customer status is rising, the demand is diversification day by day, the sales personnel need to take the customer as the center, satisfy the customer's different demand more and more, the flexible and flexible sales skill, can promote its long-term sales performance. Although many literatures have proved the importance of adaptive sales behavior and found that customer orientation is an important antecedent of adaptive sales behavior, some literatures do not support this conclusion. Some scholars believe that customer orientation should be further differentiated to define its mechanism. At the same time, the salesperson should not only be familiar with the business itself, but also need to deal well with the interpersonal relationship between customers, and frequently use interpersonal relationship as the lubricant and accelerator in the sales situation. Sales personnel frequently use their own cognitive and emotional resources, it is easy to cause their own emotional exhaustion. In the existing literature, researchers pay more attention to the emotional exhaustion factors and outcome variables, and rarely take the emotional exhaustion of sales personnel as an important regulatory variable. Therefore, with the help of resource conservation theory, the customer orientation of sales personnel is divided into functional customer orientation and emotional customer orientation, and their main effects on their adaptive sales behavior are studied. At the same time, the effect of emotional exhaustion on this main effect was explored. This study collected 282 valid data, involving many industries, such as finance, chemical industry, home and so on. Through questionnaire investigation, we concluded that the functional and affective customer orientation of sales personnel has a positive impact on their adaptive sales. Emotional exhaustion negatively regulates its main effects respectively. Finally, this paper puts forward the theoretical and practical contributions of this study, and puts forward some suggestions for the training and management of sales personnel.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92
[Abstract]:At present, the customer status is rising, the demand is diversification day by day, the sales personnel need to take the customer as the center, satisfy the customer's different demand more and more, the flexible and flexible sales skill, can promote its long-term sales performance. Although many literatures have proved the importance of adaptive sales behavior and found that customer orientation is an important antecedent of adaptive sales behavior, some literatures do not support this conclusion. Some scholars believe that customer orientation should be further differentiated to define its mechanism. At the same time, the salesperson should not only be familiar with the business itself, but also need to deal well with the interpersonal relationship between customers, and frequently use interpersonal relationship as the lubricant and accelerator in the sales situation. Sales personnel frequently use their own cognitive and emotional resources, it is easy to cause their own emotional exhaustion. In the existing literature, researchers pay more attention to the emotional exhaustion factors and outcome variables, and rarely take the emotional exhaustion of sales personnel as an important regulatory variable. Therefore, with the help of resource conservation theory, the customer orientation of sales personnel is divided into functional customer orientation and emotional customer orientation, and their main effects on their adaptive sales behavior are studied. At the same time, the effect of emotional exhaustion on this main effect was explored. This study collected 282 valid data, involving many industries, such as finance, chemical industry, home and so on. Through questionnaire investigation, we concluded that the functional and affective customer orientation of sales personnel has a positive impact on their adaptive sales. Emotional exhaustion negatively regulates its main effects respectively. Finally, this paper puts forward the theoretical and practical contributions of this study, and puts forward some suggestions for the training and management of sales personnel.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92
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