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首页 > 过刊浏览>2016年第22卷第6期 >70-78. DOI:10.11835/j.issn.1008-5831.2016.06.009
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保险业师徒关系对营销员销售绩效的影响研究——情绪智力及目标取向的角色
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国家自然科学基金项目“顾客对服务失误的感知与抱怨动机：基于自我威胁与自我监控”（71072073）


The effect of mentoring relationship on sales performance: The roles of emotional intelligence and goal orientations
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    摘要:

    基于社会学习理论，采集了5家保险企业428名营销员数据，探讨了师徒关系对保险营销员销售绩效的影响机制，并揭示了个体情绪智力的中介作用以及目标取向的调节机制。研究结果表明：师徒关系对营销员情绪智力、销售绩效均有正向影响；情绪智力在师徒关系影响销售绩效的过程中具有部分中介作用；个体目标取向是师徒关系影响销售绩效的调节机制，证明目标取向与学习目标取向在师徒关系对销售绩效的影响中具有显著调节效果，而回避目标取向则不具显著的调节效果。研究结果对于保险业中更好应用师徒关系以培养营销员、提升保险销售绩效以及改善保险业销售形象均具有重要启示。

    Abstract:

    Based on social learning theory, this study discusses the impact of the mentoring relationship on sales performance and studies the mechanism of emotional intelligence and the goal orientations through collecting 5 insurance enterprises and 428 questionnaires of the salesmen of insurance. The results show that:mentoring relationship has a significant positive impact on emotional intelligence and sales performance; emotional intelligence has a partially mediated effect between the mentoring relationship and sales performance; proving orientations and learning orientations has a significant moderator role in the process of mentoring relationship effecting on sale performance, but the interactions of mentoring relationship and avoiding orientations have no significant effect on sales performance. These conclusions provide supporting evidence and a guide to action for using mentoring relationship to train the salesmen of insurance, promote sales performance and improve the identity of insurance.

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陈国平,陈俊松.保险业师徒关系对营销员销售绩效的影响研究——情绪智力及目标取向的角色[J].重庆大学学报社会科学版,2016,22(6):70-78. DOI:10.11835/j. issn.1008-5831.2016.06.009

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  • 收稿日期:2016-05-16
  • 在线发布日期: 2017-01-04
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