A STUDY OF THE INFLUENCE OF SALES PERSONNEL ABILITY IN THE TELECOMMUNICATIONS INDUSTRY ON RELATIONSHIPS QUALITY AND CUSTOMER BEHAVIOR-BASED CRM PERFORMANCE- WITH THE SMEs AS AN EXAMPLE

• Main Authors: Yi-lin Chen, 陳顗淋
• Other Authors: Nan-hong Lin
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/14851035044683931660

碩士 === 大同大學 === 事業經營學系(所) === 101 === As the change of time, the involvement of technology is a catalyst to the communication between people, it also created the raise of telecom industry. After telecom companies privatized, the market nowadays is competing fiercely, all kinds of promotions are released from different company, and the main goal is to stand out from all competitors. Due to the era of customer oriented, customer not only considers the quality of the product, but also the after service of a company. Sales personnel could not handle all situation by previous methods, therefore, the need of demand to sale man has enhanced. Sales personnel often faced customers directly, who will represent to company. The action behavior of sales personnel will influence a certain degree of opinion to a customer. With what kind of ability of a sale man would be able to sustain a customer, and bring more profit for a company? Thus, this study proposed an organized framework on sales personnel ability to the relation quality and the management performance of customer relationship, and verify to relation in between. This study uses the information to analysis the revenue of small-medium enterprise, and the SMEs which have business trading with company C as study object. By using analysis tool SPSS 18.0 and AMOS 18.0 to verify factor analysis, reliability, validity, and hypotheses of this study. The result of this study indicate: 1. the profession of sales personnel has a significant influence to satisfaction, but not the trust and commitment. 2. The interaction quality between customer and sales personnel has a significant influence. 3. The similarity of relationship quality between customer and sales personnel has a significant influence. 4. The customer based relationship managerial performance between customer and sales personnel has a significant influence, but not manager based relationship managerial performance. This study proposed related discussion according to the analysis result, and practice suggestion for telecom industry.