顧客關係維持與業務績效：以新藥原開發廠為例

Abstract

業務銷售人員是企業組織創造營收的主要來源，其銷售行為如能與顧客建立長期關係，將有效正向影響顧客滿意度，更可提升個人銷售績效。過去有關績效分析之研究重點，多著重在整體企業績效；再者，以製藥產業的銷售代表為對象之研究相當缺乏；另外，由於藥品銷售產業的獨特性，專業銷售代表拜訪醫師客戶是重要的關係維持方式，也是達成銷售的主要過程，故本研究將以顧客關係管理理論為基礎，探討藥品銷售人員顧客關係維持與業務績效之關聯。 本研究係以新藥原開發廠專業銷售代表為研究對象，運用客戶關係管理系統現有資料，整合2016年4月到2017年3月四個季度業務績效資料，分析專業銷售代表顧客關係維持與業務績效的相關。並以迴歸分析為研究方法，以專業銷售人員的個人變數為控制變項，自變項為顧客關係維持，包括拜訪頻次與拜訪品質兩個具體指標，依變項則為業務績效。研究結果顯示，專業銷售代表的需求拜訪次數達成率、地區經理參與拜訪的次數、計劃性拜訪比例對專業銷售代表的業務績效有正面的影響。Excellent sales people are unquestionably the critical success factor for every company. Even the company can develop the best product and own the best position, it is very difficult to stand out from the dynamic and changing environment and create the product value in the market without competent sales people and sales operation. Therefore, sales personnel play a very important role in the company. The study is aiming at the Sales Representative of a global pharmaceutical company in Taiwan. Cases enrolled 91 PSR’s CRM data from April 2016 to March 2017 to evaluate the relation between customer relationship maintenance and sales performance. The result showed that sales performance of PSR is significantly positive related to his own Call frequency, Join-call frequency and Planed call ratio. Female, junior PSRs also get higher performance than others.