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題名 | 初探銷售員人際接觸後之主觀感--人際接觸日誌法之應用= |
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作者 | 張文賢; 藍美英; 黃玟儀; |
期刊 | 中州管理與人文科學叢刊 |
出版日期 | 20121200 |
卷期 | 2:1 2012.12[民101.12] |
頁次 | 頁115-131 |
分類號 | 496.7 |
語文 | chi |
關鍵詞 | 人際接觸; 人際接觸日誌; 顧客關係; Interpersonal contact; Contact diary; Customer relationship; |
中文摘要 | 人際接觸與互動是促進人際關係與企業關係的重要元素,關係的發展過程及連帶強度皆基於個人主觀的感受,雖然此理論已有許多探討,但過去行銷文獻並未針對此議題進行實證研究。本文根據人際關係及互動理論,探討影響業務員與顧客之人際接觸後主觀感受的因素,並以人際接觸日誌法搜集二位報導人三個月的資料進行分析,發現接觸雙方性格相投程度及每次接觸時間與主觀感受間有強烈的正向關係,人口統計變數的相似性及接觸的背景與主觀感受的關係則因人而異。本文最後針對研究結果提出理論及管理意涵。 |
英文摘要 | Interpersonal contact is the important element to facilitate the interpersonal relationship and business relationship. The process of relationship development and the strength of ties are determined by the subjective perception after a serial of interpersonal contacts and interactions. Although many of scholars have explored the related theories, they were lack of empirical study in the filed of marketing. This paper explores the factors affect the subjective perception of the salesperson after they contact with their customers. The empirical analysis was based on three months data of contact diary recorded by two informants. We find the extant of similar in temperament and the endure time in every contact have strong positive relationship with the subjective perception after contact. The relationships both similarity in demographic and context of contact with subjective perception are contingent on focal actor. Finally, we propose some implications of theory and management based on the results of empirical analysis. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。