對競爭日趨激烈的百貨公司而言，專櫃銷售人員是否具備良好的銷售技巧將會影響個人及組織的銷售績效與目標。本研究旨在探討百貨公司專櫃銷售人員的銷售技巧與績效表現的關係。本研究以工作經驗、教育訓練、內外控人格特質為自變項，並以銷售技巧為中介變項，探討專櫃銷售人員的銷售技巧在工作經驗、教育訓練、內外控人格特質與績效表現關係之中介效果。並進一步將產品類型與績效獎金制度視為銷售技巧與績效表現間的干擾變項，以瞭解各變項間的影響關係。本研究以高雄市某一大型日系百貨公司316位專櫃銷售人員為實證對象，以問卷調查方式進行研究。

經由實證分析，得到以下的結果：

1.教育訓練對銷售技巧有正向影響。
2.教育訓練對績效表現之間有影響。
3.專櫃銷售人員的銷售技巧與績效表現之間有影響。
4.銷售技巧在教育訓練與達成分配責任額中有部份中介效果。
5.銷售技巧在教育訓練與顧客關係經營中有中介效果。
6.產品類型與銷售技巧交互作用對顧客關係經營有顯著正向影響。

最後，提出建議供百貨公司、專櫃廠商、專櫃銷售人員及後續研究參考

For increasing competitions of department stores, how to reinforce the extent of selling skills of salespeople will affect individual or organizational achievement performance strongly. This study was intended to explore the relationships between selling skills and achievement performance of the salespeople. In this study, work experience, training and locus of control are independent variables, achievement performance is dependent variables, and the selling skills are as a mediator. This study examined the mediator effect of the salespeople’s selling skills among of the work experience, training and locus of control. Besides, we defined the product type and reward as a moderator between the job experience, training as well as locos of control. The subject of this study is 316 salespeople of a department store in Kaohsiung. This research used the method of questionnaire.

The results indicated that:

1. Training was positive significant to selling skills.
2. Training was positive significant to achievement performance.
3. Selling skills were positive significant to achievement performance.
4. Selling skills were found that play a part of mediating effect between training and assigned sales quota achieved.
5. Selling skills were found to have significant mediating effect between training and customer relationship operation.
6. Mutual effect between the product type and selling skills were positive significant to customer relationship operation.

Those are some suggestions to the department stores, retailer, salespeople that have been working in this field; and also the directions were given in the future research in this study.

目錄

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………………………………………………………………… 4
第二章 文獻探討………………………………………………………………… 5
第一節 銷售技巧………………………………………………………………… 5
第二節 績效表現………………………………………………………………… 10
第三節 工作經驗、教育訓練與內外控人格特質對銷售技巧之影響………… 14
第四節 產品類型及績效獎金制度的干擾效應………………………………… 20
第三章 研究方法………………………………………………………………… 24
第一節 研究架構………………………………………………………………… 24
第二節 研究假設………………………………………………………………… 25
第三節 研究變項的操作性定義與衡量………………………………………… 26
第四節 資料蒐集方法與樣本特性分析………………………………………… 34
第五節 資料處理與分析方法…………………………………………………… 38
第六節 研究限制………………………………………………………………… 40
第四章 實證分析與討論………………………………………………………… 41
第一節 各研究變項之特性分析………………………………………………… 41
第二節 各研究變項間之相關性分析…………………………………………… 53
第三節 各相關變項之影響性分析與探討……………………………………… 55
第四節 銷售技巧之中介效果分析與探討……………………………………… 58
第五節 產品類型與績效獎金制度之干擾效果分析與探討…………………… 65
第五章 結論與建議……………………………………………………………… 68
第一節 結論……………………………………………………………………… 68
第二節 建議……………………………………………………………………… 70
參考文獻…………………………………………………………………………… 72
一、中文部份……………………………………………………………………… 72
二、英文部份……………………………………………………………………… 73
「附錄」…………………………………………………………………………… 77



表目錄

表 1-1-1 1999~2003年綜合零售業營業額比較表（單位:億元）……………… 1
表 2-1-1 銷售技巧的定義………………………………………………………... 8
表 3-3-1 教育訓練量表之信度係數……………………………………………... 29
表 3-3-2 銷售技巧量表之信度係數……………………………………………... 31
表 3-3-3 績效表現量表之信度係數……………………………………………... 32
表 3-3-4 績效獎金制度量表之信度係數………………………………………... 33
表 3-4-1 樣本回收情形…………………………………………………………... 34
表 3-4-2 樣本基本資料特性分析表……………………………………………... 35
表 4-1-1 各研究變項之描述性統計分析表……………………………………... 42
表 4-1-2 類別變項之描述性統計分析表………………………………………... 42
表 4-1-3 個人特徵在教育訓練上之差異分析…………………………………... 44
表 4-1-4 個人特徵在銷售技巧上之差異分析…………………………………... 46
表 4-1-5 個人特徵在達成銷售責任額上之差異分析…………………………... 48
表 4-1-6 個人特徵在顧客關係經營上之差異分析…………………………...… 50
表 4-1-7 內外控人格特質在銷售技巧及績效表現之差異性分析……………... 52
表 4-1-8 產品類型在銷售技巧及績效表現之差異性分析…………………...… 52
表 4-2-1 各研究變項相關性分析…………………...……………………...……. 54
表 4-3-1 工作經驗、教育訓練、內外控人格特質對銷售技巧與績效表現的影響…………………...……………………...……………………...……. 56
表 4-3-2 銷售技巧對績表現的影響………………...……………………...……. 57
表 4-4-1 工作經驗、銷售技巧對達成銷售責任額之層級迴歸分析……...…… 59
表 4-4-2 工作經驗、銷售技巧對顧客關係經營之層級迴歸分析……...……… 60
表 4-4-3 教育訓練、銷售技巧對達成銷售責任額之層級迴歸分析…...……… 61
表 4-4-4 教育訓練、銷售技巧對顧客關係經營之層級迴歸分析…...………… 62
表 4-4-5 內外控人格特質、銷售技巧對達成銷售責任額之層級迴歸分析…… 63
表 4-4-6 內外控人格特質、銷售技巧對對顧客關係經營之層級迴歸分析…… 64
表 4-5-1 銷售技巧對產品類型之層級迴歸分析…...……………………...……. 66
表 4-5-2銷售技巧對績效獎金制度之層級迴歸分析……………………...… 67
表 5-1-1研究假設檢定結果彙總表……………………...………………………. 68



圖目錄

圖1-3-1 研究流程………………………………………………………………… 4
圖2-1-1 銷售技巧構成的三要素………………………………………………… 7
圖2-1-2 銷售適應性架構………………………………………………………… 9
圖2-3-1 工作經驗、教育訓練與銷售技巧模型………………………………… 14
圖3-1-1 本研究之架構…………………………………………………………… 24
圖4-5-1 銷售技巧與產品類型的交互作用對顧客關係經營之影響…………… 66

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