淡江大學機構典藏:Item 987654321/51998
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51998


    Title: 理財專員人格特質、銷售技巧及其績效之研究 : 以臺灣某商業銀行為例
    Other Titles: Financial consultants sales force performance as a function of individual personality difference and selling behavior : an empirical study of a commercial bank in Taiwan
    Authors: 李英豪;Lee, Ing-Hao
    Contributors: 淡江大學企業管理學系碩士在職專班
    趙慕芬;Chao, Mu-fen, Chao
    Keywords: 理財專員;人格特質;銷售技巧;Financial consultants;Personality;, Selling Behavior
    Date: 2010
    Issue Date: 2010-09-23 16:25:00 (UTC+8)
    Abstract: 本研究綜合理財專員績效的人格特質論與銷售行為論，除了探討績效優秀理財專員之關鍵性人格源本特質外，並嘗試整理出不同人格特質類型的業務員，及其適配之銷售行為模式。
    在人格特質之分析上本研究採用Costa & McCrae的五大人格模型測量表，在銷售技巧之分析上採用Joseph et al所整理的人際關係的技巧、銷售能力的技巧、專業的技巧之量表、而工作績效為實際年度營收達成率，並以台灣某商業銀行之理財專員為研究對象，利用分發問卷的方式讓理財專員進行自我評量，問卷結構分為人格特質、銷售技巧與人口統計變項及個人行銷背景資料。有效回收 204 份問卷，透過統計軟體 SPSS 的操作得到初級資料，做分析探討。
    研究結論顯示，五大人格特質:親和性、勤勉正直性、外向性、情緒穩定性與開放學習性的關鍵性人格特質中，以勤勉正直性對理財專員之績效表現，具有顯著性差異，在三種銷售技巧中，人際關係的技巧、銷售能力的技巧、專業的技巧以銷售能力的技巧、專業的技巧對理財專員之績效表現，具有顯著性差異
    本研究以某個案銀行理財專員為研究對象，探討個人的人格特質、銷售技巧，並說明理財專員在工作績效上的差異，以瞭解不同人格特質、銷售技巧對工作績效的影響，希望能研究出徵選理財專員之人力資源相關方法，以提供人力資源部門在獵才、規劃與管理的實務運用。
    Synthetically research based on the theories of personality traits and behavior patterns of sales force, this study tries to investigate the key personality indicator that differentiate the effectiveness of sales forces,. It also attempts to induce a fit model between the personality indicator and the selling behaviors
    The measures used here for personality traits are the Costa &McCare Big Five Model and the analysis for sales techniques are focused on parameters sort out by Joseph et al. The research collects self-testing questionnaire completed by sales force. The questionnaire includes survey on personality, selling behavior/techniques, statistics deviation and personal marketing background data.
    The number of effective questionnaires is 204 and using the SPSS statistic program to receive the basic data for further analysis.
    The analysis conclusions indicates that among the Big Five Modle (Agreeableness、Conscientiousness、Extraversion、Emotional Stability and Openness to Experience), the Conscientiousness plays a significance role for the sales performance. And among three sales skills that are interpersonal skills, salesmanship skills and technical skills, salesmanship skills and technical skills show significance difference on performance achievement.
    The research object is to confer the relationship between personality and selling behavior in order to explain the difference of performance. Further to develop recruiting methods that can be used by human resource function to adjust their practice on recruiting, resource planning and staff management.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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