門市業務員影響策略、顧客溝通風格與銷售績效之研究

The impact of customers’ communication styles on the effectiveness of salespeople’s influence strategies

以往業務員影響策略研究，多探討業務員與顧客個人特質、銷售商品與服務特性等如何影響個人銷售績效，本研究採問卷調查法，由受試者根據門市業務員影響策略情境的認知，評估門市業務員影響策略的績效，也探究顧客溝通風格的認知如何影響業務員的影響策略的績效。本研究以McFarland etal.(2006)等人所提出的六種影響策略內涵為基礎，包括資訊提供、專業推薦、善意提醒、承諾履行、同理體貼與激勵鼓舞等策略，設計實驗情境，並以Sheth(1979)、Williams and Spiro (1985)對於顧客溝通風格的分類為基礎，分析工作導向、情感導向、自我導向、互動導向等顧客溝通風格，會如何影響業務員影響策略的成效，主要研究對象為百貨公司專櫃以及汽車電子產品門市業務員與顧客。本研究採變異數分析、複迴歸分析。本研究結果顯示，門市業務員影響策略中，以激勵鼓舞的效果最佳，而顧客溝通風格則會對不同的影響策略的績效產生不同的程度的影響。本研究結果在實務應用上，提供門市銷售業務管理決策者，可行的影響策略，以及在執行時的參考，使得業務員發揮最大的銷售溝通效果。

This study aims to investigate how customers’ communication styles moderate the effectiveness of salespeople’s influence strategies. We propose a research model based McFarland et al.’s (2006) six influence strategies and Sheth’s (1975) communication styles including task orientation, self orientation, interaction orientation and emotion orientation, and test this model with data from 708 respondents drawn from department stores and consumer electronics stores in middle of Taiwan. We use ANOVA and multiple regression analysis to assess the research questions. Our results reveal that the salespeople’s influence strategies lead to different effectiveness. We also confirm that customers’ communication styles do moderate the effectiveness of salespeople’s influence strategies. This study adds to the existing guidelines for shops’ or stores’ salespeople to implement influence strategies and provides novel insights into the impact of customers’ communication styles on the effectiveness of salespersons’ influence strategies.