第五章、 結論與建議
5.4 未來研究方向與建議
一、增加研究對象、包含各種相關零組件廠商。
二、文獻探討中發現，顧客導向、信譽及溝通行為等與銷售績效關係強烈，
建議可將之納為關係品質與銷售績效之中介變數加以探討。
三、針對銷售績效做更廣泛的定義，可以配合質化研究，與各銷售人員之 主管做深入訪談，觀察銷售人員之行為表現。
四、將銷售人員負責客戶之規模做控制變數，並詳細區分各客戶業績表現 狀況是否為該銷售人員之績效。
五、了解客戶不願意回覆問卷原因，關係品質分數可以配合與客戶之深入 訪談，做為另一參考指標。
六、性別變項方面，建議以銷售人員與採購人員之間性別配對(男男、男女、
女女、女男)來探討對關係品質與銷售績效間的影響。
參考文獻
Altman, Irwin and Taylor, D. A. (1973),Social Penetration: The Development of Interpersonal Relationships, New York: Holt. Rinehart and Winston. Inc.
Bendapudi , N. and Leone, R. P.(2002), "Managing Business-to-Business Customer Relationships Following Key Contact Employee Turnover in a Vendor Firm, "Journal of Marketing, 62(2),83-101.
Berry, L. L ., Shostack , L. and Upah ,G. D. , eds , (1983), "Relationship Marketing. Emerging Perspectives on Services Marketing," in Emerging Perspectives on Service Marketing, Chicago,IL: American Marketing Association, 25–28.
Boorom,M.L.,Goolsby,J.R.&Ramsey,R.P.(1998), "Relational Communication Trait and their Effect on Adaptiveness and Sales Performance, "Joural of the Academy of Marketing Science,26(1),16-31.
Buchan, N. R ., Croson ,Rachel T.A.& Solnick , S.(2008),"Trust and gender: An examination of behavior and beliefs in the Investment Game," Journal of Economic Behavior & Organization , 68 (3-4), 466–476.
Busch, P. and Bush,R.F. (1978), "Women Contrasted to Men in the Industrial Salesforce : Job Satisfaction, Values, Role Clarity, Performance, and Propensity to Leave," Journal of Marketing Research,15(3), 438-448.
Cardozo, R. N.(1965),"An Experimental Study of Customer Effort, Expectation and Satisfaction," Journal of Marketing Research,2(3), 244-249.
Churchill,G.A.,Ford,N.M.,Hartley,S.W.&Walker,O.C.(1985),"The Determinants of Salesperson Performance:A Meta-Analysis, "Journal of Marketing Research,22(2),103-118.
Cook, R.W. and Corey, R.J.(1991), "A Confirmatory Investigation of Buyer Image of the Salesperson," Journal of the Academy of Marketing Science, 19(3), 199-207.
Cravens,D.W.,Ingram,T.N.,LaForge,R.W.&Yong,C.E.(1993),"Behavior-Based and Outcome-Based Salesforce Control Systems,"Journal of Marketing,57(October),47-59.
Crosby, L.A., Evans,K.R. and Cowles, D.(1990), "Relationship Quality in Services Selling: An Interpersonal Influence Perspective," Journal of Marketing, 54(July), 68-81.
Dion,P.A.,Easterling,D.and Javalgi R.(1997),"Women in the Business-to-Business Salesforce : Some Differences in Performance Factors,"Industrial Marketing Management,26(5),447-457.
Donavan,D.T.,Brown,T.J.&Mowen,J.C.(2004),"Internal Benefits of Service-Worker Customer Orientation : JobSatisfaction,Commitment ,and OrganizationalCitizenshipBehaviors,"Journal of Marketing,58(July),39-54.
Dwyer, F. R., Schurr ,P. H. and Oh , S. (1987), "Developing Buyer-seller Relationships, "Journal of Marketing,51(2),11-27.
Evans, J.R. and Laskin , R. L.(1994), "The Relationship Marketing Process:a Conceptualization and Application ,"Industria lMarketing Management , 23(5),439-452.
Fang,E.,Evans,K.R. &Zou,S.(2005), "The Moderating Effect of Goal-setting Characteristics on the Sales Control System-Job Performance Relationship,
"Journal of Business Research,58(9),1214-1222.
Feingold, A., (1994) ,"Gender differences in personality: a meta-analysis,"
Psychological Bulletin , 116(3),429–456.
Feldman-Summers , S., Montano, D.E. , Kasprzyk, D. and Wagner, B. (1980),
"Influence Attempts When Competing Views Are Gender-Related: Sex as Credibility," Psychology of Women Quarterly, 5(2), 311-320.
Gassenheimer, J. B. and Manolis, C.(2001), "The Influence of Product Customeization and Supplier Selection on Future Intentions :The Mediating Effect of salesperson and Organizational Trust ," Journal of Managerial Issues,13(4), 418-435.
Goff, B.G., Bellenger, D.N. and Stojack , C. (1994), "Cues to Consumer Susceptibility to Salesperson Influence: Implications for Adaptive Retail Selling," Journal of Personal Selling and SalesManagement,14(2), 25-39.
Grönroos , C. (1990), "Relationship Approach to Marketing in Service Context : the Marketing and Organizational behavior Interface, "Journal of Business Research, 20(1),3-11.
Gummesson , Evert,(1996), "Relationship Marketing and Imaginary Organizations: a Synthesis, "European Journal of Marketing,30(2), 31-44.
Hayes, M.H. and Hartley, S.W.(1989) ,"How Buyers View Industrial Salespeople," Industrial Marketing Management, 18(2), 73-80.
Hennig-Thuran , T. and Klee, A. (1997),"The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development," Psychology and Marketing, 14(8),737-764.
Howe,V.,Hoffman,K.D.&Hardigree,D.W.(1994), " The Relationship Between Ethical and Customer- Oriented Service Provider Behavior,"Journal of Business Ethics,13(7),497-506.
Jones, D.C.(1991), "Friendship Satisfaction and Gender: An Examination of Sex Differences in Contributors to Friendship Satisfaction," Journal of Social and Personal Relationships, 8(2), 167-185.
Jones, E., Moore,J.N., Stanaland A.J.S. and Wyatt,R.A.J.(1998), "Salesperson Race and Gender and the Access Legitimacy Paradigm," Journal of Personal Selling and Sales Management, 8(4)71-88.
Kenton, S.B.(1989), "Speaker Credibility in Persuasive Business Communication: A Model Which Explains Gender Differences," Journal of Business Communication,26( 2), 143-157.
Krell, T.C. and Winn, J.(1997), "An Inter-Gender Dialogue Regarding Inter-Gender Relationship Development in Organizations," Journal of Organizational Change Management ,10( 4),308-330.
Kumar, N., Scheer L. K. and Steenkamp, J. B. (1995),"The effects of supplier fairness on vulnerable resellers, " Journal of Marketing Research, 32(1),54-65.
Lagace, R. R., R. Dahlstrom and J. B. Gassenheimer, (1991),"The relevance of ethical salesperson behavior on relationship quality: The pharmaceutical industry,"Journal of Personal Selling and Sales Management, 11(4), 39-47.
MacKenzie,S.B., Podsakoff, P.M. & Fetter,R.(1991), "Organizational Citizenship Behavior and Objective Productivity as Determinants of Managerial Evaluations of Salespersons’s Performance," Organizational Behavior and Human Decision Processes,50(1),123-150.
MacKenzie,S.B., Podsakoff, P.M., &Rich ,G.A. (2001), "Transformational and Transactional Leadership and Salesperson Performance, "Journal of the Academy of Marketing Science,29(2),115-134.
Moorman, C., R. Deshpandé and G. Zaltman, (1993), "Factors affecting trust in market research relationships, " Journal of Marketing, 57(January), 81-81.
Morgan, R. M. and Huant,S. D.(1994), "The Commitment-Trust Theory of Relationship Marketing ", Journal of Marketing, 58(3), 20-38.
Narayandas , D. and Rangan ,V. K. (2004)," Building and Sustaining
Buyer–Seller Relationships in Mature Industrial Markets, "Journal of Marketing ,68(3), 63-77.
Pullins, E.B.,Reid,D.A. and Plank,R.E.(2004),"Gender Issue in Buyer-Seller Relationships:Does Gender Matter in Purchasing? " Journal of Supply Chain Management ,40( 3),40-48.
Roberts, K.,Varki,S. and Brodie,R.(2003), "Measuring the Quality of Relationships in Consumer Services: an Empirical Study, " European Journal of Marketing, 37(1/2),169-196.
Saxe, R. and Weitz,B.A. (1982), "The SOCO Scale: A Measure of the Customer Orientation of Salespeople," Journal of Marketing Research, 19(3), 343-351.
Sheth , J. N. and Parvatiyar, A. (1995), "Relationship Marketing in Comsumer Markets:Antecedents and Consequences, "Journal of the Academy of Marketing Science,23(4), 255-271.
Siguaw, J.A. and Honeycutt,Jr.,E.D.(1995) ,"An Examination of Gender Differences in Selling Behaviors and Job Attitudes," Industrial Marketing Management, 24(1), 45-52.
Singh,S. and Ranchhod,A.(2004), "Market Orientation and Customer Satisfaction: Evidence from British Machine Tool Industry, "Industrial Marketing Management,33(2),135-144.
Smith,J.B.(1998), "Buyer-Seller Relationships: Similarity, Relationship Management and Quality," Psychology and Marketing,15(1), 3-21.
Sujan,H.,Weitz,B.A.&Kumar,N.(1994), "Learning Orientation ,Work Smart, and Effective Selling, "Journal of Marketing,58(July),39-54.
Swan, J. E., Bowers, M.R. and Richardson, L.D.(1999) ,"Customer Trust in the Salesperson: An Integrative Review and Meta-Analysis of the Empirical
Swan,J. E., Rink, D. R., Kiser, G. E . and Martin, W. S. (1984),"Industrial Buyer Image of the Saleswoman," Journal of Marketing,48(1), 110-116.
Vanhonacker,W. R.(2004),"When Good Guanxi Turns Bad," Hard Business Review,82(4),18.
Verbeke,W., Belschak,F. & Bagozzi,R.P. (2004), "The Adaptive Consequences of Pride in Personal selling, " Journal of the Academy of Marketing Science,26(1),16-30.
Webster,Jr.,F. E.(1992), "The Changing Role of Marketing in the Corporation, "
Journal of Marketing 56(4),1-17.
Weitz. B. A. (1981), "Effectiveness in Sales Interactions: A Contingency Framework," Journal of Marketing. 45 (Winter), 85-103.
Westbrook, R. A. and R. L. Oliver, (1981),"Developing better measures of consumer satisfaction: Some preliminary results, " Advances in Consumer Research, 8(1), 94-99.
Zeithaml , V. A. (1981), "How Consumer Evaluation Processes Differ Between Goods and Services," in Marketing of Services, J. H. Donnelly and W. R.
George, eds. Chicago: American Marketing Association, 186-90.
﹝參考網站﹞
工研院：http://ieknet.iek.org.tw/
財團法人國家實驗研究院科技政策研究與資訊中心：
http://cdnet.stpi.org.tw/intro.htm
行政院經濟建設委員會：http://www.cepd.gov.tw/
台經院產經資料庫：
http://tie.tier.org.tw/db/article/list.asp?code=IND21&ind_type=topind 資策會：http://www.cisc.iii.org.tw/
資策會市場情報資訊中心-電子工程專輯：http://www.eettaiwan.com/
附錄一、 SAS CODE
class gender marriage seniority age company;
model performance=company age marriage seniority gender/solution ss3;
lsmeans gender;
title2'performance comparison for gender controlling for marriage, seniority, age, company';
run;
proc glm;
class gender marriage seniority age company;
model trust=company age marriage seniority gender/solution ss3;
lsmeans gender;
title2'trust comparison for gender controlling for marriage, seniority, age, company';
run;
附錄一(續)
proc glm;
class gender marriage seniority age company;
model satisfaction=company age marriage seniority gender/solution ss3;
lsmeans gender;
title2'satisfation comparison for gender controlling for marriage, seniority, age, company';
run;
proc glm;
class gender marriage seniority age company;
model commitment=company age marriage seniority gender/solution ss3;
lsmeans gender;
title2'commitment comparison for gender controlling for marriage, seniority, age, company';
run;
proc glm;
class gender marriage seniority age company;
model performance=company age marriage seniority trust/solution ss3;
title2'performance comparison for trust controlling for marriage, seniority, age, company';
run;
proc glm;
class gender marriage seniority age company;
model performance=company age marriage seniority satisfaction/solution ss3;
title2'performance comparison for satisfaction controlling for marriage, seniority, age, company';
run;
proc glm;
class gender marriage seniority age company;
model performance=company age marriage seniority commitment/solution ss3;
title2'performance comparison for commitment controlling for marriage, seniority, age, company';
run;
proc glm data=news;
class gender marriage seniority age company;
model performance=company age marriage seniority trust gender trust*gender/ss3 solution;
contrast 'parallel' trust*gender 1 -1;
contrast 'slope_Female' trust 1 trust*gender 1 0;
contrast 'slope_male' trust 1 trust*gender 0 1;
estimate 'slope_Female' trust 1 trust*gender 1 0;
estimate 'slope_male' trust 1 trust*gender 0 1;
附錄一(續)
title2'Test for trust*gender and conditional effects, contolling for marriage seniority age company';
quit;
proc glm data=news;
class gender marriage seniority age company;
model performance=company age marriage seniority satisfaction gender satisfaction*gender/ss3 solution;
contrast 'parallel' satisfaction*gender 1 -1;
contrast 'slope_Female' satisfaction 1 satisfaction*gender 1 0;
contrast 'slope_male' satisfaction 1 satisfaction*gender 0 1;
estimate 'slope_Female' satisfaction 1 satisfaction*gender 1 0;
estimate 'slope_male' satisfaction 1 satisfaction*gender 0 1;
title2'Test for satisfation*gender and conditional effects, contolling for marriage seniority age company';
quit;
proc glm data=news;
class gender marriage seniority age company;
model performance=company age marriage seniority commitment gender commitment*gender/ss3 solution;
contrast 'parallel' commitment*gender 1 -1;
contrast 'slope_Female' commitment 1 commitment*gender 1 0;
contrast 'slope_male' commitment 1 commitment*gender 0 1;
estimate 'slope_Female' commitment 1 commitment*gender 1 0;
estimate 'slope_male' commitment 1 commitment*gender 0 1;
title2'Test for commitment*gender and conditional effects, contolling for marriage seniority age company';
quit;
附錄二、 關係品質問卷
您所評價的銷售人員為____________
非常不同意 不同意 無意見 同意 非常同意
1.銷售人員對於我的問題，會誠實告知是否可以解決 □ □ □ □ □ 2.當我將問題委託給銷售人員時，他們確實會盡力處理 □ □ □ □ □
3.我認為銷售人員是可以信賴並且有能力解決的我的問題 □ □ □ □ □ 4.我認為銷售人員在提供資訊時毫無保留或隱藏 □ □ □ □ □ 5.我可以依賴銷售人員，並認真考慮他們的建議 □ □ □ □ □ 6.銷售人員會關心我的權益和福利 □ □ □ □ □ 7.對於銷售人員的表現是感到開心的 □ □ □ □ □ 8.我對銷售人員的表現，整體上感到滿意 □ □ □ □ □ 9.我認為銷售人員提供的接觸(銷售)經驗是令人感到愉悅的 □ □ □ □ □ 10.我願意與銷售人員維持長期的互動關係 □ □ □ □ □ 11.我喜歡自己與銷售人員所建立的關係，因此未來會繼續往來 □ □ □ □ □ 12. 因為我喜歡連絡銷售人員，才和他們維持關係 □ □ □ □ □
親愛的客戶您好:
為提升服務品質及客戶滿意度，xx 公司邀請您，針對與您接觸之銷售 人員做服務品質問卷。該問卷將做為本公司改善服務品質之參考，您的 認真填答，將是本公司進步的動力，感謝您的協助！
(此為不計名問卷，您所評鑑的銷售人員並不會得知反饋結果，請您放心填答。)