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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29976
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29976


    Title: 銷售人員人力資本對顧客資本的影響
    Authors: 戚翔維
    Contributors: 張愛華
    戚翔維
    Keywords: 智慧資本
    顧客資本
    人力資本
    銷售人員
    Date: 2004
    Issue Date: 2009-09-11 16:58:43 (UTC+8)
    Abstract: 智慧資本(Intellectual Capital)為近年來廣受討論的議題,在顧客價值越形重要的今日,顧客資本更是其中相當受到重視的領域。企業為了與顧客維持長期良好的關係,必須持續與顧客有良好的互動,而在互動的過程中,銷售人員扮演著第一線的角色,因此銷售人員本身所具備的能力及態度,將會對企業與顧客的關係產生重大的影響。
    本研究以國內證券經紀業務商為樣本,透過對證券營業員的問卷蒐集相關的資料,藉以分析證券經紀業務商的銷售人員,其能力及態度等人力資本構面,是否會影響其企業的顧客資本發展。
    本研究發現如下:
    1.根據研究結果顯示,銷售人員的人力資本對於顧客資本確實有影響。舉例來說,當營業員擁有越高的專業知識時,就越能力解答顧客在投資上所面臨的問題,長時間下來將會使顧客對於營業員產生信任、依賴的感覺,因此就會願意重覆的去該位營業員進行交易。然而在迴歸分析當中亦可以發現,每一個迴歸模式的調整後R2都不大於0.1,表示雖然人力資本對於顧客資本會有影響,但不是最大的解釋變數,除了人力資本外還存在許多其他的因素,而這些因素可能會是公司的信譽、或是該證券經紀商研究股市趨勢的能力等,可以解釋顧客資本的表現。
    2.銷售人員本身的能力,包括銷售技術、專業知識、社會關係、與工作經驗,是影響顧客取得與顧客推薦的主要因素。當為顧客服務的營業員本身能力越高時,就越有辦法解決顧客在投資或交易股票時所面臨的種種問題,如此一來顧客對於服務的滿意度將會增加,也因此顧客會更願意去向別人推薦。
    3.在顧客維持的部分,主要是受到銷售人員擁有的專業知識及其對工作的投入度。因此要維持與顧客長期的關係,必須有賴銷售人員能力與態度上的配合。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    92355047
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923550471
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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