| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (作者) | 戚翔維 | zh_TW |
| dc.creator (作者) | 戚翔維 | zh_TW |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 11-九月-2009 16:58:43 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:58:43 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:58:43 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0923550471 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29976 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 92355047 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 智慧資本（Intellectual Capital）為近年來廣受討論的議題，在顧客價值越形重要的今日，顧客資本更是其中相當受到重視的領域。企業為了與顧客維持長期良好的關係，必須持續與顧客有良好的互動，而在互動的過程中，銷售人員扮演著第一線的角色，因此銷售人員本身所具備的能力及態度，將會對企業與顧客的關係產生重大的影響。 本研究以國內證券經紀業務商為樣本，透過對證券營業員的問卷蒐集相關的資料，藉以分析證券經紀業務商的銷售人員，其能力及態度等人力資本構面，是否會影響其企業的顧客資本發展。 本研究發現如下： 1.根據研究結果顯示，銷售人員的人力資本對於顧客資本確實有影響。舉例來說，當營業員擁有越高的專業知識時，就越能力解答顧客在投資上所面臨的問題，長時間下來將會使顧客對於營業員產生信任、依賴的感覺，因此就會願意重覆的去該位營業員進行交易。然而在迴歸分析當中亦可以發現，每一個迴歸模式的調整後R2都不大於0.1，表示雖然人力資本對於顧客資本會有影響，但不是最大的解釋變數，除了人力資本外還存在許多其他的因素，而這些因素可能會是公司的信譽、或是該證券經紀商研究股市趨勢的能力等，可以解釋顧客資本的表現。 2.銷售人員本身的能力，包括銷售技術、專業知識、社會關係、與工作經驗，是影響顧客取得與顧客推薦的主要因素。當為顧客服務的營業員本身能力越高時，就越有辦法解決顧客在投資或交易股票時所面臨的種種問題，如此一來顧客對於服務的滿意度將會增加，也因此顧客會更願意去向別人推薦。 3.在顧客維持的部分，主要是受到銷售人員擁有的專業知識及其對工作的投入度。因此要維持與顧客長期的關係，必須有賴銷售人員能力與態度上的配合。 | zh_TW |
| dc.description.tableofcontents | 目次…………………………………………………………………………i 表次…………………………………………………………………………ii 圖次…………………………………………………………………………iii 第一章□緒論………………………………………………………………1 第一節□研究背景與動機……………………………………………1 第二節□研究目的……………………………………………………4 □ 第三節□研究範圍……………………………………………………4 □ 第四節□章節架構……………………………………………………5 第五節□研究流程……………………………………………………6 第二章□文獻探討…………………………………………………………7 □ 第一節□智慧資本……………………………………………………7 □ 第二節□顧客資本……………………………………………………16 第三節□人力資本…………………………………………………………24 第四節□人力資本與顧客資本的互動……………………………………29 第三章□研究方法…………………………………………………………32 第一節□研究架構…………………………………………………………32 第二節□研究假說…………………………………………………………34 第三節□研究變數之衡量與問卷設計……………………………………39 第四節□問卷前測…………………………………………………………46 第五節□資料蒐集方式……………………………………………………46 第六節□問卷回收狀況……………………………………………………47 第七節□資料分析方法……………………………………………………48 第四章□資料分析與結果…………………………………………………50 □ 第一節□樣本特性……………………………………………………50 第二節□信度分析…………………………………………………………56 第三節□相關分析…………………………………………………………65 第四節□迴歸分析…………………………………………………………68 第五節□正典相關分析……………………………………………………81 第五章□結論與建議………………………………………………………85 第一節□研究發現…………………………………………………………85 第二節□實務意涵…………………………………………………………87 第三節□研究限制………………K………………………………………88 第四節□後續研究建議……………………………………………………89 參考文獻………………………………………………………………………90 附錄：問卷……………………………………………………………………98 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923550471 | en_US |
| dc.subject (關鍵詞) | 智慧資本 | zh_TW |
| dc.subject (關鍵詞) | 顧客資本 | zh_TW |
| dc.subject (關鍵詞) | 人力資本 | zh_TW |
| dc.subject (關鍵詞) | 銷售人員 | zh_TW |
| dc.title (題名) | 銷售人員人力資本對顧客資本的影響 | zh_TW |
| dc.type (資料類型) | thesis | en |
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