顾客对销售人员信任度影响因素实证研究

Empirical Study of the Factors Influencing Customer Confidence in Salesperson

通过文献研究、深度访谈和预调查,首先提炼出了17个可能影响顾客对销售人员信任度的因素,进而通过探索性因子分析和验证性因子分析,将这17个因素归纳为4类。其次,通过多元回归分析发现,这4类因素对于顾客对销售人员信任度的影响从高到低依次是服务意愿、服务技能、举止神态和仪容仪表。最后,分析发现,当前我国消费者对于销售人员信任度还不够高,企业需要采取措施努力提升顾客对销售人员信任度。

Through literature research, deep interviews, and pre-surveys, this study extracts 17 potential factors influencing customer confidence in salesperson, and grouped these 17 factors into 4 categories by exploratory factor analysis and confirmatory factor analysis. Then by means of multiple regression analysis, it is found that, according to the influence on customer confidence, the 4 categories decrease in the order of service willingness, competence, demeanor, and grooming. Finally, the analysis finds that the current consumer confidence on salesperson is not high enough, so companies need to take measures to enhance the degree of customer confidence.