| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 100 === This research is aimed at why salesperson has customer orientation behaviors from image management viewpoint. Whether salesperson’s image management : 「expected image gains」 and 「expected positive performance outcomes」 would affect the salesperson customer orientation behaviors , and the antecedents of salesperson customer orientation behaviors are 「customer orientation as a job requirement」 、「customer orientation as innovative」 and 「self-efficacy」. The empirical context is provided by quantitative research , paid through the paper questionnaire, sample from insurance business’s salesperson , with the effective response rate 150 out of 200. After we examine the effects of the research , we find that salesperson’s image management positively affects salesperson customer orientation behaviors , and all of the antecedents of salesperson customer orientation behaviors positively affect salesperson’s image management except self-efficacy which doesn’t affect expected image gains. When we discussed customer orientation, much of existing research focus on why companies or organizations execute customer orientation or how to affect salesperson customer orientation behaviors , less of existing research argues from salesperson’s image management viewpoint . So this research makes a deep investigation on salesperson’s image management viewpoint.
Keywords : innovative、self-efficacy、expected image gains、expected positive performance outcomes、customer orientation
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