学习态度销售知识与销售自我效能之探讨－以南山人寿新进人员为例.PDFVIP

2007 11 MAY 19, pp150-166 學習態度、銷售知識與銷售自我效能之探討－ 以南山人壽新進人員為例 唐源笙 吳仁智 國立宜蘭大學經營管理研究所 國立宜蘭大學經營管理研究所 eddie.tang@ renzhiwu@ 摘要 近年來有不少學者在探討企業新進成員在銷售績效上的表現。在過去的研究裡所探討多半 是如何以行銷控制來降低新進成員的進入障礙，雖然擁有不錯的成果，往往卻也是成為企業成 本的負擔。本研究從學習的觀點，在壽險新進成員的個人認知下，由學習態度到銷售知識的提 升，乃至探討銷售自我效能是否增加。本研究結果指出，學習態度是學習在心理狀態的基礎， 它直接與間接影響之後的銷售知識與銷售效能，藉由這些構面下的涵意，建議壽險公司如何安 排訓練流程，在最有效率與最符合顧客需求的情況下，達到成本控管與績效產出兼顧的效果。 關鍵字 ：學習態度、銷售知識、銷售自我效能。 A Study of Learning Attitudes, Sales Knowledge and Selling Self-efficacy – The Case of New Comer in Nan Shan Insurance Company. Abstract Many scholars are probing into new entering members behavior in selling performance in recent years. Discussed in the past research how to control the entry obstacle reducing and new entering members with marketing, though there were good achievements, it was often becoming enterprise cost. This research is entered under new members personal cognition from the view of study. From learning attitudes to sales knowledge and selling self-efficacy can be improved. This result of study points out, learning attitude is a foundation in the psychological condition. It is affected sales knowledge directly and selling self-efficacy indirectly, with the culvert purpose under these structures, propose how the life insurance company arranges to train procedure, in a situation that most efficient with customers demand most, reach cost controlling and performance output. Key words: Learning Attitudes, Sales Knowledge, Selling Self-efficacy. -150- 2007 11 壹、引言 二十一世紀全球經濟金融環境可說是瞬息萬變，金融環境國際化、多元化的程度，已非昔 日可比。而台灣金融保險業大環境變動之所以顯著，其原如下：