家長式領導、目標導向與顧客嚴苛度對壽險業務員銷售行為之影響

Three Factors that Affect Sales Behavior in the Life Insurance Industry

本文主要探討家長式領導、目標導向與顧客嚴苛度對壽險業務員銷售行為的影 響。研究發現，威權領導只會促使業務員重視短期利益並採取販售導向銷售行為。仁 慈領導可協助業務員推展長期的顧客關係，有助於提升業務員的顧客導向銷售行為。 積極學習的目標導向業務員，在面對挫折與困難時，能從每一次的失敗經驗中學習成 長與改進，並傾向採取顧客導向銷售行為；反之，遇到困難即採取退縮逃避的迴避目 標導向業務員，較可能採取販售導向銷售行為。顧客嚴苛度愈高，也會趨使業務員採 取顧客導向銷售行為。

This study explores the influence of paternalistic leadership, goal orientation, and customer demandingness on the sale behavior of life insurance salesmen. Results show that an authoritarian leadership can drive salesmen to focus on short-term interests and perform sales-oriented selling activities. By contrast, a benevolent leadership can help salesmen develop a long-term relationship with customers and improve their customer-oriented selling skills. Goal-oriented salesmen who are eager to learn can improve themselves by learning from the failures, setbacks, and difficulties they encounter. These salesmen tend to perform customer-oriented selling activities. On the contrary, salesmen who opt to withdraw or escape from difficulties tend to perform sales-oriented selling activities. A high degree of customer demandingness can also impel insurance salesmen to perform customer-oriented selling activities.