| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 95 === A lot of studies emphasized that the first line sales personnel is an important factor of influencing enterprise's success or failure. In the previous researches about personality, most revealed that employee’s personality and performance certainly had correlation. Researches also verified that employee’s personality and manager’s leadership style will impact employee’s performance. However, researches did not put focus on the impact of employee’s personality and manager’s leadership style to especially sales personnel.
This thesis probed into the relation of personalities, leadership styles, and performance. This study used the big five personalities classified by Costa & McCrac (1986) as the evaluation tool of sales personnel's personality, transformational leadership and transactional leadership as moderating variables, and used employee’s behavior and sales performance as bases to evaluate employee’s performance.
This thesis set the sales personnel of manufacturing industry as research subjects, adopted a sample approach to collect the data via survey, and 113 out of 160 valid questionnaires were returned. The hypotheses were verified by regression analysis.
The results of this study were: 1. In terms of big five personalities, the openness to experience and conscientiousness of sales personnel have positive impact on performance. 2. Sales personnel's emotional stability personality has negative impact on performance. 3. The impact of transformational leadership on the relationship between sales personnel personality and performance is not significant. 4. If the transactional leadership is adopted to the sales personnel with the emotional stability personality, then sales performance will be negatively influenced. 5. If the transactional leadership is adopted to the sales personnel with extroversion or has more openness to experience, then sales performance will be positively influenced.
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