| 摘要: | 在旅行同業、網路旅行社及電視購物頻道激烈的競爭下，加上顧客對旅遊資訊的豐富化及深度化，使得旅遊銷售人員面臨嚴峻的挑戰。傳統旅行業該如何有效發展業務銷售人員的專業能力、銷售能力及技巧，成為業者永續生存的重要課題。 本研究以旅行社銷售人員能力分析為研究主題，以顧客消費特性影響因素及銷售技巧的重視因素為區隔變數，來進行顧客市場區隔，並進一步以ANOVA分析不同顧客類型對旅行業銷售能力之差異情況，最後以迴歸分析顧客消費特性及銷售技巧對銷售能力之影響程度，並從顧客及旅行業的角度來探討兩者之間有無認知上的差異。 研究結果發現：(1).顧客及旅行業兩者在銷售能力的重要程度認知上態度相近，並無明顯差異。(2).客戶最重視的是產品的合適度，並非目前市場上一味的削價競爭。(3).客戶認為旅行業服務人員應具備有守信、親切禮貌的人格特質及能正確迅速處理客戶的抱怨。 (4).當客戶重視理智思考因素時，則應運用親和信賴技巧；當客戶重視理智思考因素、參考意見因素時，則應運用專業銷售技巧；當客戶同時重視理智思考因素、人際關係因素時，則應運用溝通顧客需求技巧。(5).個人魅力價格取向型的顧客較需要具有自我管理能力及專業知識能力的業務員；參考意見價格取向型的顧客較需要有親和信賴能力的業務員；一般型的顧客較需要有顧客關係能力的業務員；顧客關係型的顧客較需要有專業知識能力的業務員；信任型的顧客，較需要有自我管理能力的業務員。(6).旅行業應加強對業務員銷售能力的培養，包括專業知識能力、自我管理能力、親和信賴能力、顧客關係能力及解說服務能力。
In the travel industry there is intense competition between offices using traditional selling methods, internet sites, and tv sales. There is much more in depth travel information available to the customer, this also creates a challenge for travel agencies. What methods do managers require to allow travel agents to develop and meet this new challenge. There are three areas of importance to analyze and address to enable the continuing operation and improvement of the travel company: professionalism, sales ability, and sales methods. This paper focuses on the travel agents sales ability. Two factors, customer buying habits and sales methods, will be analyzed to identify several types of customers. ANOVA analysis is applied to customer types to find the difference sales ability for each kind of customer. Finally, Regression analysis is used to customer buying habits and sales methods apply and effects on sales ability. We also attempt to determine the difference, if any, of customer and travel agency attitudes towards selling ability. Results：(1)Customers and sales agents both feel selling ability to be similar in importance,(2) Customers care most about the suitability of the product to him personally, cost is not the most important factor, (3) Customers think that a travel agent should have credibility, a friendly personality, and promptly resolve complaints, (4) There are three kinds of customers identified in sales methods analysis: rational customers care about the friendliness and credibility of the travel agent, rational but considering customers care about professional sales skill, rational and personal relations customers care about communication skills. (5) There are five kinds of customers identified in selling ability analysis: Personal attraction and cost customers need personal management ability and professional support ability. Considering and cost customers need friendly and reliable travel agents. Average customers need travel agent personal relationship ability. Personal relationship customers need travel agents with professional ability. Trust customers need travel agents who have personal management ability. (6) Travel agencies should help travel agents with their sales ability, including professional ability, personal management ability , friendly and reliable ability, personal relationship ability and explanation of service ability. |
