顾客对销售人员的依赖认知和客户与销售人员的关系如何决定销售人员的影响效果

IF 3.9 Q2 BUSINESS
Wen-Kuei Wu
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引用次数: 0

摘要

摘要本研究考察了儒家文化背景下,顾客对销售人员的依赖感知(CPDS)和客户-销售关系对销售人员影响策略(sit)和销售人员影响有效性(SIE)的影响。我们向四家台湾寿险公司的客户发放了800份在线问卷,获得636份有效回复。采用结构方程模型对假设进行检验。结果证实,CPDS和客户-销售关系决定了SIT的使用和SIE,其中CPDS也促进了密切的客户-销售关系。研究发现,服务体验对客户关系对服务体验的正向影响有促进作用,而客户关系正向中介CPDS对服务体验使用和服务体验的影响。客户-销售关系、CPDS、信息交换、承诺和鼓励策略对SIE有贡献。这可能是首次在儒家文化背景下将CPDS和客户-销售关系与SIT使用和SIE同时联系起来的研究。本文的补充数据可在https://doi.org/10.1080/08853134.2021.1947142上在线获得。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How customer perception of dependence on salesperson and customer–salesperson guanxi determine salesperson influence effectiveness
Abstract This study examined how customer perception of dependence on salesperson (CPDS) and customer–salesperson guanxi determine salesperson influence tactics (SITs) and salesperson influence effectiveness (SIE) in the context of Confucian-rooted culture. We issued 800 online questionnaires to customers of four Taiwanese life insurance companies and obtained 636 valid responses. Structural equation modeling was employed to test the hypotheses. The results confirmed that CPDS and customer-salesperson guanxi determine SIT usage and SIE, where CPDS also facilitates close customer-salesperson guanxi. We discovered that SITs contribute to the positive effect of customer-salesperson guanxi on SIE, and customer-salesperson guanxi positively mediates the effect of CPDS on SIT usage and SIE. Customer-salesperson guanxi, CPDS, and information exchange, promise, and encouragement tactics contribute to SIE. This may be the first study to associate CPDS and customer-salesperson guanxi with SIT usage and SIE simultaneously in the context of Confucian-rooted culture. Supplemental data for this article is available online at https://doi.org/10.1080/08853134.2021.1947142 .
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来源期刊
CiteScore
5.70
自引率
36.40%
发文量
32
期刊介绍: As the only scholarly research-based journal in its field, JPSSM seeks to advance both the theory and practice of personal selling and sales management. It provides a forum for the exchange of the latest ideas and findings among educators, researchers, sales executives, trainers, and students. For almost 30 years JPSSM has offered its readers high-quality research and innovative conceptual work that spans an impressive array of topics-motivation, performance, evaluation, team selling, national account management, and more. In addition to feature articles by leaders in the field, the journal offers a widely used selling and sales management abstracts section, drawn from other top marketing journals.
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