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道德銷售行為對關係品質之影響 = The Effects of Ethi...

國立高雄大學經營管理研究所

道德銷售行為對關係品質之影響 = The Effects of Ethical Sales Behavior on Relationship Quality : 道德領導所扮演的角色; The Role of Ethical Leadership

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Effects of Ethical Sales Behavior on Relationship Quality
副題名:	道德領導所扮演的角色
作者:	郭譯鴻,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	48葉圖，表 : 30公分;
標題:	道德領導
標題:	Ethical Leadership
電子資源:	https://hdl.handle.net/11296/53a9e5
附註:	108年10月31日公開
附註:	參考書目：葉28-36
摘要註:	近年來道德議題逐漸受到企業重視的管理議題且越來越多的學者對於保險業特別有興趣研究其銷售與市場的應用。研究結果指出，道德銷售行為是建立與維持顧客長久關係(即顧客關係品質)的重要元素。此外，領導者也許在樹立銷售人員從事道德銷售行為扮演重要的角色。因此，此論文將要探討在保險行業中道德領導與道德銷售行為以及顧客關係品質之間的關係。此實證研究利用部分最小平方法(PLS)分析樣本資料。問卷預計從銷售員與顧客個別收集176份問卷樣本，其中，發放給銷售員的問卷將要評分其直屬上司的道德領導方式；發放給顧客的問卷將要評分在銷售過程中他們感受到銷售員的道德銷售行為以及顧客關係品質。理論上，此論文整合道德議題上的組織行為與消費者行為兩個研究領域。並對道德領導者影響其員工從事道德銷售行為再進而影響顧客道德關係品質提供一個說明。實務上，此論文的研究結果將提供道德銷售行為也許不會與公司利益相衝突的支持證據，因為道德銷售行為會增強與顧客建立長久的關係品質。 In recent years, ethical issues for business have become one of the popular topics in management. More and more researchers were interested in the investigation of the sales and marketing practices of businesses particularly in the insurance sector. Researchers indicated that a salesperson's ethical behavior is important for building and maintaining the long-term buyer–seller relationships such as customer relationship quality. In addition, leaders may play an important role to shape the salesperson to engage in ethical sales behavior. Hence, this study tries to explore the relationships among ethical leadership, ethical sales behavior, and customer relationship quality in the insurance sector. This empirical study will utilize the Partial Least Squares（PLS) techniques to analyze the data. Questionnaires will be collected about 176 copies from insurance salespersons and customers, respectively. Specially, the questionnaires for the insurance agents will ask them to rate their perceived ethical leader behavior of their direct supervisors. The questionnaires for the customers will ask them to rate their insurance agents' ethical sales behavior and their perceived relationship quality. Theoretically, this study integrates the ethical issues in the research fields of organizational behavior and consumer behavior. It provides an explanation for how ethical leaders may influence their employees' ethical sales behavior, which in turn could affect the customer relationship quality. In practice, the findings of this study may provide supported evidence that ethical salesperson behavior may not be conflicted with the interests of the company, because it enhances customer relationship quality and builds the long-term buyer–seller relationships.

道德銷售行為對關係品質之影響 = The Effects of Ethical Sales Behavior on Relationship Quality : 道德領導所扮演的角色; The Role of Ethical Leadership
郭, 譯鴻

道德銷售行為對關係品質之影響 = The Effects of Ethical Sales Behavior on Relationship Quality : 道德領導所扮演的角色 / 郭譯鴻撰 - [高雄市] : 撰者, 2014[民103]. - 48葉 ; 圖，表 ; 30公分.
108年10月31日公開參考書目：葉28-36.
道德領導Ethical Leadership

道德銷售行為對關係品質之影響 = The Effects of Ethical Sales Behavior on Relationship Quality : 道德領導所扮演的角色; The Role of Ethical Leadership
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