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A Study on Professional Competencies of the Direct Sales Store Shopkeeper of Mobile Communications Services
Mobile Communication Services
Direct Sales Store
The purpose of this research is to study the structure and the index of professional competencies which a direct sales store shopkeeper of mobile communication services shall have as well as its importance and to understand if the personal variables of the shopkeeper will influence his/her cognition of competencies. For the research method, it includes literature reviews, expert interviews and questionnaires. The population of this research is 510 shopkeepers of direct sales stores. For the questionnaire, we distribute total 230 copies, among which there are 203 copies of validquestionnaires. The effective response rate is 88.26%. With the quantitative analysis, this research concludes that: 1.The professional competencies structure of the direct sales store shopkeeper of mobile communication services includes four main dimensions, 21 sub-dimensions and 143 question indices: “Professional Competency in Industry”, “Management Competency”, “Interpersonal Competency” and “Self-concept Value”. 2.For the analysis result of the importance of competency structure and the question index, it includes: (1) All main dimensions of all competencies are “very important”. (2) In the main dimension of “Professional Competency in Industry”, all sub-dimensions are “important” or “very important”. And in the main dimensions of “Management Competency”, “Interpersonal Competency” and “Self-concept Value”, all sub-dimensions are “very important”. (3) All competency indices are “important” or “very important”. 3.For the analysis result of the difference of shopkeeper’s personal variables among his/her cognitions of all competencies, it includes: (1) There are significant differences among such cognitions as the age for nine competencies of “Sales Skills”, the age for three competencies of “Product and Service Knowledge”, the educational background for nine competencies of “Sales Skills”, the service area for 16 competencies of “Legal Knowledge”, the number of full-time store employees (including the shopkeeper) for the competency of “Computer and Equipment Operating Skills”, the year of services in the current company for seven competencies of “Personnel Managements”, the year of work experiences as the direct sales store shopkeeper in the current company for four competencies of “Management by Objectives (MBO), the year of services in current and other same businesses for two competency of “Legal Knowledge”, and the year of work experiences as the current or other same businesses shopkeeper for 12 competencies of “Sales Skills”. (2) There is not any significant difference among such cognitions as the variable of marital status for each competency dimension.
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