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系統識別號 U0026-0812200915183387
論文名稱(中文) 影響業務人員客戶關係相關因素之研究-以快速流通消費品產業為例
論文名稱(英文) An Analysis on the factors of customer relationship of salesman-a case in the fast moving consumer goods industry
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 97
學期 2
出版年 98
研究生(中文) 阮宏恩
研究生(英文) Hung-en Juan
電子信箱 andyj.juan@msa.hinet.net
學號 r4796109
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 指導教授-張海青
口試委員-龔榮源
口試委員-吳淑敏
中文關鍵字 層級分析法  業務人員  客戶關係  快速流通消費品業 
英文關鍵字 Analytic Hierarchy Process(AHP)  Salesman  Customer relationship  Fast Moving Consumer Goods(FMCG) 
學科別分類
中文摘要 業務人員在組織中扮演著重要的角色,除了為企業創造營業收入外,更是企業與顧客之間人際聯繫的橋樑。在B2B產業中,產品銷售有著相當不同於直接面對消費者的B2C模式,因此客戶關係成為一個重要的議題,其目標是在傳送長期的價值給客戶,獲取長期顧客的滿意度。因此所有廠商及其業務人員均會將B2B的銷售以顧問式銷售來處理。顧問式銷售的基礎,在於建立與強化並發展客戶與業務人員之間的關係,以追求彼此雙贏的成果。

本研究透過文獻探討以及12位FMCG產業專家的訪談與問卷調查,利用AHP層級分析法,探討影響FMCG產業業務人員客戶關係的因素,發展出其AHP層級架構與各要素之權重與排序。

本研究結果顯示:

1.影響FMCG產業業務人員客戶關係的主構面要素共有四個,依重要性排序為:1.產品服務;2.銷售技巧;3.專業知識;4.額外服務。其中產品服務之權重遠高於其他要素。

2.四個主構面要素下,共有22個次構面要素。各主構面中最重要之要素分別為:1.促銷活動配合(產品服務構面) ;2.產品相關知識(專業知識構面) ;3.傾聽能力(銷售技巧構面) ;4.提供市場訊息(額外服務構面) 。

3.主構面要素與次構面要素之權重相乘,獲得22個次構面要素之加權權重,最重要的為促銷活動配合,與排名第二的傾聽能力、第三的拜訪頻率差距頗大,凸顯出影響客戶關係最重要的是要提供客戶實質的利益。

業界可參考本研究結果,擬定業務人員的訓練課程與考核標準,以期所有業務人員都能建立並維持良好的客戶關係,達成更高的績效目標。
英文摘要 Salesmen play an important role in the organization. They have to take on the bridge between enterprises and customer-s besides creating operating income. In B2B industry , sell-ing model is different from the B2C industry which focus on end-user. So customer relationship is an important issue which in order to pass customers the long-term value and gain long-term customers satisfaction.

All companies and salesmen handle the B2B business in con-sultative selling. The basis of consultative selling is to build and enhance the relationship between salesmen and cus-tomers then seek for a win-win result.

This research aims at the key factors of the salesman’s customer relationship of FMCG industry in literature studi-es and professionals interview . And using AHP (Analytic Hierarchy Process, AHP) methodology to tructure a frame-work to define the key factors and obtain the relative weightiness.

Research Results:

1.There are four key factors of the salesman’s customer relationship of FMCG industry, in order of importance are : 1.service related to products; 2.selling skill; 3.professional knowledge; 4.additional service. The service related to products is most important from others.

2.There are 22 factors under the four key factors of main layer. The most important factor of each key factor is : 1.promotional activity(service related to products); 2. knowledge related to products(professional knowledge);3. listen attentively(selling skill);4.offer the market information(additional service).

3.By the index of each factors on the second layer multiplied the index of each factors under their own structure, we can get the weighted index of each factors on the third layer. The promotional activity take the major relative significance. It shows that the most important job for customer relationship is to provide customers substance benefits.

The enterprises can refer to the result of this research to draft the training course and checking system. In order to help all salesmen to build and maintain fine customer relationship and reach the higher sales target.
論文目次 摘要
ABSTRACT
目 錄
表目錄
圖目錄
第1章 緒論 …………………………………………………………… 1
1.1研究背景…………………………………………………………… 1
1.2研究動機…………………………………………………………… 2
1.3研究範圍與目的…………………………………………………… 2
1.4研究流程…………………………………………………………… 4
第2章 文獻探討 ……………………………………………………… 5
2.1 FMCG產業 ………………………………………………………… 5
2.2業務人員…………………………………………………………… 6
2.3客戶關係……………………………………………………………18
2.4層級分析法(Analytic Hierarchy Progress,AHP) ……………28
第3章 研究設計與方法 ………………………………………………38
3.1研究架構 …………………………………………………………38
3.2 研究設計 …………………………………………………………39
3.3 問卷設計 …………………………………………………………42
3.4 研究對象與問卷發放 ……………………………………………43
第4章 研究結果 ………………………………………………………45
4.1 問卷信度分析 ……………………………………………………45
4.2 主構面分析 ………………………………………………………46
4.3 次構面分析-產品服務……………………………………………48
4.4 次構面分析-專業知識……………………………………………50
4.5 次構面分析-銷售技巧……………………………………………52
4.6 次構面分析-額外服務……………………………………………54
4.7 各構面與要素之權重彙整 ………………………………………56
第5章 結論與建議 ……………………………………………………59
5.1 研究結論 …………………………………………………………59
5.2 管理實務建議 ……………………………………………………62
5.3 研究限制與後續研究建議 ………………………………………63
參考文獻…………………………………………………………………64
中文部份………………………………………………………………64
英文部分………………………………………………………………66
附錄………………………………………………………………………69
專家訪談問卷……………………………………………………………69
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