A Study on the Association Between Interal Factors of Organization and Salespeople’s Long-Term Customer Relationship Orientation

[[abstract]]本研究的目的在：（1）瞭解組織內部因素與銷售人員長期顧客關係導向之間的關係。（2）瞭解不同的組織內部因素對銷售人員長期顧客關係導向的相對影響力。（3）比較主動拜訪型與被動接受型兩類銷售人員長期顧客關係導向程度。（4）瞭解銷售人員型態對組織內部因素與銷售人員長期顧客關係導向的關係所可能產生的調節效果。 本研究針對公司的銷售人員做調查，並將銷售人員分成主動拜訪型銷售人員及被動接受型銷售人員兩種，以問卷作為調查工具，並以人員訪問方式收集資料，合計收回有效問卷主動拜訪型銷售人員247份，被動接受型銷售人員204份。使用的統計分析方法為Pearson相關分析、複迴歸分析、t檢定加以檢測並驗證研究假設，以χ2檢定來檢驗調節效果。 研究結果顯示：（1）五項組織內部因素－管理階層的承諾與行動、目標設定、組織文化、績效評核與獎賞方式、及教育訓練，無論是就整體銷售人員、主動拜訪型銷售人員、及被動接受型銷售人員而言，都與銷售人員的長期顧客關係導向產生正向且顯著關聯。（2）就該五項組織內部因素的相對重要性而言，以組織文化對銷售人員的長期顧客關係導向影響最大，其次為管理階層的承諾及行動。（3）主動拜訪型銷售人員與被動接受型銷售人員的長期顧客關係導向程度沒有顯著差異。（4）管理階層的承諾與行動、組織文化、及教育訓練等三項組織內部因素對銷售人員之長期顧客關係導向的影響在被動接受型銷售人員方面大於在主動拜訪型銷售人員方面。[[abstract]]The objectives of this study are to (1) understand the relationships between internal factors of organization and salespeople’s long-term customer relationship orientation; (2) find out the relative importance of internal factors of organization on salespeople’s long-term customer relationship orientation; (3) compare salespeople’s long-term customer relationship orientation between proactive and reactive salespeople types; (4) examine the possible moderating effects for salespeople types on the relationship between internal factors of organization and salespeople’s long-term customer relationship orientation. Survey respondents of the study include 247 proactive-type salespeople and 204 reactive-type salespeople. The statistical tools used involve Pearson correlation, multiple regression, t-test analyses, and χ2-test. Results reveal that: (1)All the five Internal factors of organization examined, including management commitment and action, goal setting, organizational culture, performance evaluation and reward system, and education and training, have positive associations with salespeople’s long-term customer relationship orientation in each of the three samples, the proactive-type salespeople sample, the reactive-type salespeople sample, and the aggregate sample. (2) Among the five internal factors of organization, organizational culture has the largest effect on salespeople’s long-term customer relationship orientation, followed by management commitment and action. (3) There is no significant difference between proactive and reactive salespeople on their long-term customer relationship orientation level. (4) The association between salespeople’s long-term customer relationship orientation and management commitment and action, organizational culture, and education and training are more salient for the reactive-type salespeople than for the proactive-type salespeople