本研究主要探討動物藥品業之顧客所知覺的銷售服務人員之銷售導向─顧客導向與顧客滿意度和銷售績效等變項之關聯性，並針對顧客滿意度的中介效果及顧客之人格特質的干擾效應進行討論。
「顧客導向」的銷售行為是將行銷概念落實於銷售服務人員與顧客接觸的層次上，也就是企業比其競爭者更了解目標市場而且重視顧客需求的滿足，在行銷的概念中，顧客導向的企業更傾向於解決顧客的問題而且更滿足顧客的需要，「顧客導向」的銷售更可以提供顧客滿意並與顧客建立長期與互利的關係。
本研究所得之主要結論與管理上之意義摘要如下：
1、顧客滿意度與銷售績效和銷售服務人員的顧客導向相關
2、顧客滿意度與銷售績效相關
3、銷售服務人員的顧客導向透過顧客滿意度顯著影響銷售績效
4、顧客的人格特質與顧客導向之交互作用並未與顧客滿意度有重大相關
5、銷售服務人員藉由解決顧客問題與滿足顧客的需求來增加銷售績效
6、透過了解顧客的人格特質可以維持長期的關係與增加銷售績效

This study is to discuss the correlation between customer orientation, customer satisfaction and sales performance, also discuss the mediating effect of customer satisfaction and moderating effects of customer’s personality of salesperson in the animal health industry.
“Customer-oriented” selling can be viewed as the practice of the marketing concept at the level of the individual salesperson and customer. The marketing concept requires an organization to determine the needs of a target market and adapt itself to satisfying those needs better than its competitors. In the marketing concept, all parts of an organization are oriented toward solving customer problems and meeting the needs of the marketplace. “Customer-oriented” selling is directed toward providing customer satisfaction and establishing mutually beneficial, long-term relationships with its market.
The conclusions of this study and significant to the management are presented as follows:
1.Customer satisfaction and sales performance are significantly related to the practice of customer-oriented selling.
2.Customer satisfaction is significantly related to sales performance.
3.The mediating effect of customer satisfaction is significantly related to sales performance.
4.The interaction between customer personality types (as measured by the MBTI) and customer-orientation were not found to have significant influence.
5.Salespeople might improve customer satisfaction and their performance if they attempted to solve customer problems and meet their needs.
6.Understand the different personal-approach needs of the customers can maintain loyalty and long-term customers and increase sales effectiveness.

謝 詞 ---------------------------------------------------------------------------- 一
中文摘要 ------------------------------------------------------------------------- 三
英文摘要 ------------------------------------------------------------------------- 四
目 錄 ---------------------------------------------------------------------------- 六
第一章　緒論 -------------------------------------------------------------------- 1
　第一節　研究背景與動機----------------------------------------------------- 1
　第二節　研究目的 ----------------------------------------------------------- 3
　第三節　研究流程 ----------------------------------------------------------- 5
第二章　文獻探討 -------------------------------------------------------------- 7
　第一節　顧客服務導向行為-------------------------------------------------- 7
　第二節　顧客滿意度 --------------------------------------------------------- 9
　第三節　工作績效 --------------------------------------------------------- 11
　第四節　人格特質 ----------------------------------------------------------- 19
　第五節　變數間的關係與假設----------------------------------------------- 27
第三章　研究方法 -------------------------------------------------------------- 29
　第一節　研究架構 ----------------------------------------------------------- 29
　第二節　量表設計------------------------------------------------------------- 30
　第三節　資料蒐集------------------------------------------------------------- 32
　第四節　量表的信度分析----------------------------------------------------- 38
第四章　結果分析---------------------------------------------------------------- 40
　第一節　研究變項的相關分析----------------------------------------------- 40
　第二節　假設驗證------------------------------------------------------------- 43
第五章　結論與建議 ----------------------------------------------------------- 54
　第一節　研究結論 ----------------------------------------------------------- 54
　第二節　研究建議 ----------------------------------------------------------- 56
　第三節　研究限制與後續研究建議 ---------------------------------------- 59
參考文獻-------------------------------------------------------------------------- 61
附錄　本研究問卷 -------------------------------------------------------------- 70

一、中文部份
丁志達編著，績效管理，揚智，2003 。
何金銘，統計分析法，台灣復文興業，2006。
李青芬、李雅婷、趙慕芬譯，組織行為學，華泰，2006。
李順能，組織變革下員工之變革認知、工作態度與工作績效之相關研究-以A軍用航空發動機修護工廠為例，樹德科技大學經營管理研究所未出版碩士論文， 2005。
吳秉恩，組織行為學，華泰，1992。
沈進成、王銘傑，工作士氣對工作績效影響關係之研究-以工作壓力為干擾變項，經營管理論叢， 3(1)， 2007， 84。
林明慧，績效評估制度變革認知與抗拒之探討，國立中正大學企業管理研究所未出版碩士論文，2007。
郭崑謨、劉水深，我國大型廠商從業人員之管理價值觀，工作態度與管理行為，中國式管理研討會論文集， 1984。
郭欣易，人格特質與激勵偏好， 工作態度， 工作表現之相關性研究， 世新大學觀光學系未出版碩士論文， 2000。
張曉慧、李君如，領導型態、員工成熟度與工作績效、組織承諾關係之研究-以台中市國際觀光旅館為例，2006餐旅管理學術與實務研討會(PP. 44-45)，2006。
張淼江，兩岸員工工作價值、工作滿意與工作績效關係之研究-以定期貨櫃運送業為例，國立成功大學交通管理科學研究所未出版碩士論文，2003。
張鳳燕、楊妙芬、邱珍琬、蔡素紋合譯，人格心理學─策略與議題，五南圖書出版公司， 2004。
溫金豐，組織理論與管理，學貫，2007。
衡南陽，服務競爭優勢─探索永續經營的奧祕，商兆文化，台北，2001。

二、英文部份
Allport, G. W. 1937. Personality: A psychological interpretation. New York: Holt.
Barrick, M. R., & Mount, M. K. 1991. The big five personality dimensions and job performance: A Meta-Analysis. Personnel Psychology, 44:1-26.
Borman, W. C., & Motowidlo, S. J. 1993. Expanding the criterion domain to include elements of contextual performance. Personnel selection in organization, 262-271. San Francisco: Jossey-Bas
Brock, S. A. 1994. Using type in selling:.Building customer relationships with the Myers-Briggs Type Indicator. CA: CPP Inc.
Brouthers, K. D. 2002. Institutional, cultural and transaction cost influences on entry mode choice and performance. Journal of International Business Studies, 33( 2 ): 203–221.
Bateman, T. S., & Organ, D. W. 1983. Job satisfaction and the good soldier: The relationship between affect and employee citizenship. Academy of Management Journal, 26(4): 587-595.
Brady, M. K., & Cronin,J. J. 2001. Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3): 241-251.
Briggs-Myers, I. 1998. Introduction to type: A guide to understanding yours results on the Myers-Briggs Type Indicator. CA: CPP, Inc.
Barger, N. J., Kirby, L. K. 2004. Introduction to type and change:.The Myers-Briggs Type Indicator. CA: CPP, Inc.
Cardozo, R. N. 1965. An experimental study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2(8):244-249.
Costa, P. T. Jr., & McCrae, R. R. 1992. An introduction of the five-factor model and its applications. Journal of Personality, 60: 175-215.
Churchill, G. A. Jr., & Surprenant, C., 1982. An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19( Nov.): 491-504.
Cravens, D. W., Ingram, T. N., LaForge, R. W., & Young, C. E., 1993. Behavior-based and outcome-based sales force control systems. Journal of Marketing, 57(4):47-59.
Day, D. V., & Silverman, S. B. 1989. Personality and job performance: Evidence of incremental validity. Personnel Psychology.42: 25-36.
Dubinsky A. J., & Staples, W. A. 1981. Sales training: Salespeople's preparedness and managerial implications. Journal of Personal Selling and Sales Management, 2 (Fall/Winter ): 13.
Dunlap, B. J., Dotson, M. J., & Chambers, T. M. 1988. Perceptions of real estate brokers and buyers: A sales orientation, customer orientation approach. Journal of Business Research, 17: 175- 187.
Deshpandé, R., Frederick, E., & Webster, Jr. 1993. Corporate culture, customer orientation, and innovativeness in Japanese firms: A Quadrad analysis. Journal of Marketing, 57(1): 23-37.
Dessler, G. 2003. Human Resource Management, 9th ed., Upper Saddle River New Jersey: Prentice Hall.
Dion, P., Easterling, D., Miller, S. J. 1995. What is really necessary in successful buyer/ seller relationships?. Industrial Marketing Management, 24:1-9.
Evans, F. B. 1963. Selling as a dyadic relationship-A new approach. American Behavior Scientist, 6(9):76-79.
Furnham, A., Stringfield P. 1993. Personality and occupational behavior: Myers-Briggs type indicator correlates of managerial practices in two cultures. Human Relations, 46(7):827-848.
Guilford, J. P. 1959. Personality. New York: Me Graw-Hill.
Gitomer, J. H. 1995. The sales bible. William Morrow and Company Inc.
Gatewood, R. D., & Field, H.S. 1998. Human resource selection.(4th ed.). TX: The Dryden Press.
Hutcheson, G. D., Moutinho, L., 1998, Measuring preferred store satisfaction using consumer choice criteria as a mediating factor. Journal of Marketing Management, 14(7): 705-720.
Hochwarter, W. A., Kiewitz, C., Gundlach, D. J., & Stoner, J. 2004. The impact of vocational and social efficacy on job performance and career satisfaction. Leadership and Organizational Studies, 10: 27-40.
Homburg, C., Rudolph, B. 2001. Customer satisfaction in industrial markets: Dimensional and multiple role issues. Journal of Business Research, 52: 15-33.
Hollander, S. C., Rassuli, K. M. 1999. Shopping with other people's money: The marketing management implications of surrogate-mediated consumer decision making. The Journal of Marketing, 63: 102-118.
Jolles, R. L. 1999. Customer centered selling: Eight steps to success from the world’s best sales force. Simon & Schuster Inc.
Johnson, J. A. 1997. Units of analysis for the description and explanation of personality. In Hogan, R., Johnson, J., & Briggs, S. (Eds.), Handbook of personality psychology, 767-793. NY: Academic Press.
Jones, T., Sasser, E., 1995. Why satisfied consumers defect. Harvard Business Review, (November/December): 88-99.
Kotler, P. 1980. Marketing management: Analysis, planning and control(4th ed.). NJ: Prentice-Hall
Kotler, P. 2000. Marketing management. The Millennium ed. N. J. Prentice Hall
Kotler, P. 2003. Marketing management.(11th ed). Upper Saddle River, NJ: Prentice Hall.
Kristensen, K., Martensen, A., Gronholdt, L., 1999. Measuring the impact of buying behavior on customer satisfaction. Total Quality Management, 10(4/5): 602-614.
Kim, M. K., Park, M. C., & Jeong, D. H. 2004. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28: 145-149.
Kelley, S. W. 1992. Developing customer orientation among service employees. Journal of the Academy of Marketing Science, 20(1):27-36.
Kavanagh, M. J., Tracey , J. B., & Tannenbaum, S. R. 1995. Applying trained skills on the job: The importance of the work environment, Journal of Applied Psychology, 80(2): 239-252.
Lee, Y. D., Lain, J. W. and Chen, C. Y. 1999. A study on the measurement of productivity for white-collar employees: A case of electronic industry in Taiwan. The Chinese Military Academy Journal, 345-361.
Mayer, D., & Greenberg, H. M. 1964. What makes a good salesman?. Harvard Business Review, 42( Jul.- Aug. ): 119-125.
MacKenzie, S. B., Podsakoff, P. M. & Gregory A., 2001. Transformational and transactional leadership and salesperson performance. Journal of the Academy of Marketing Science, 29(2):115-134.
McMurry, R. N. 1961. The mystique of super-salesmanship. Harvard Business Review, Mar-Apr.:113-112.
Mittal, B., Lassar, W. M., 1998. Why do customers swithch? The dynamics of satisfaction versus loyalty. Journal of Service Marketing, 12(3) : 177-194.
Periatt, J. A., LeMay, S. A., and Chakrabarty, S. 2004. The selling orientation – customer orientation (SOCO) scale: Cross-validation of the revised version. Journal of Personal Selling & Sales Management, 24( 1) : 49-54.
Pettijohn, C. E., Pettijohn, L. S., & Taylor, A. J. 2002. The influence of salesperson skill, motivation, and training on the practice of customer-oriented selling. Psychology & Marketing, 19(9): 743–757.
Pervin, L. A., Cervone, D., & John, O. P. 2005. Personality: Theory and research. NJ: Wiley.
Parasuraman, A., Zeithamal, V. A., & Berry, L.L. 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing, 49: 41-50.
Ravald, A., Gronroos, C., 1996. The value concept and relationship marketing. European Journal of Marketing, 30(2): 19-30.
Ranaweera, C. and Prabhu, J. 2003. On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis of Marketing, 12: 82-90.
Robbins, S. P. Organizational Behavior. (8th ed.). Upper Saddle River, NJ: Prentice- Hall International.
Saxe, R. 1979. The customer orientation of salespeople, doctoral dissertation, Unpublished doctoral dissertation, UCLA Graduate School of Management. Dissertation Abstracts International, 1980( April), 40(10): 5570A
Saxe, R., & Weitz, B. A. 1982. The SOCO Scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19: 343-351
Schoell, W. F. 1993. Marketing essentials (1st ed.), Allyn & Bacon.
Sheth, J. N. 1976. Buyer-seller interaction: A conceptual framework. In Advance in Consumer Research, 3(B):382-386.
Strong, E. K., 1925. Theories of selling. Journal of Applied Psychology, 9(January ): 75-86.
Thorsten, H. T., Alexander, K., 1998. The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8): 737-764.
Verbeke, W., Belschak, F., & Bagozzi, R. P. 2004. The adaptive consequence of pride in personal selling. Journal of the Academy of Marketing Science, 32(4): 386-402.
Webster, F. 1994. Defining the new marketing concept. Marketing Management, 2: 22-31.
Weitz, B. A. 1981. Effectiveness in sales interactions: A contingency framework. Journal of Marketing, 45:85-103.
Weitz, B. A., Sujan, H., & Sujan, M. 1986. Knowledge, motivation and adaptive behavior: A framework for improving selling effectiveness. Journal of Marketing, 50(4): 174-191.