臺灣壽險業銷售人員特質與行為對銷售績效影響之研究

A Study of Salespeople’s Characteristics and Behaviors on Sale Performance-- An Empirical Study of the Insurance Business in Taiwan

對於壽險業者而言，壽險業從事人員如何發揮個人特質進行銷售行為，透過顧客自發行為影響提升銷售績效，為達成組織績效重要關鍵之一。本研究以台灣地區五大壽險公司之壽險投保人為研究對象，針對銷售人員個人特質與銷售行為如何影響顧客自發行為的產生，更進一步影響整體銷售績效。本研究獲致以下結果：(1)壽險業銷售人員特質將會正向影響銷售行為形成；(2)壽險業銷售人員特質對於銷售績效影響並不顯著；(3)壽險業銷售績效高低會受到銷售行為與顧客自發行為所影響。因此，台灣壽險業銷售人員特質的影響雖存在於產業當中，但對於銷售績效間並無直接影響；而是必須透過銷售行為及顧客自發行為的建構，才能發揮其影響力。換言之，銷售人員特質並不會直接影響銷售績效，而其原因可能是銷售人員與保戶的關係，常會依保戶從業務人員銷售行為的表現，進而引發顧客自發行為的形成兩者所決定，反而與銷售人員的特質無直接影響。在此，本研究也希望能提供壽險業者一項實證性的相關研究，使其重新思考其經營模式之定位，並進一步提高經營績效。

The paper is mainly on the relationships among salespeople’s characteristics (SC), salespeople’s behaviors (SB), customer voluntary performance (CVP) and sale performance (SP) in the business of insurance. The chief methods in the research are the general statistics and SEM analysis. The results are as follows: (1) the implementation of SB is direct influenced by SC; (2) the relationship between SC and SP is not significant; (3) SP in the insurance business is influenced by SB and CVP. Although the influence of SC exists in insurance industry, it doesn’t affect the SP directly. Instead of a direct effect, SC influences SP by SB and CVP as mediators. Salespeople often depend on different strategies with their clients to perform their SB and in further to arouse the clients’ CVP to increase the SP. This paper provides the needed services to give all insurance businesses an empirical study to consider as they revise their business models.