二十一世紀新興經濟體城市化和工業化快速發展，加上氣候變遷與COVID-19，致飲用水品質下降，民眾對淨水器的需求大幅增加，服務人員必須針對客戶需求推薦其適用的淨水設備。然而，服務人員管理對企業而言是一項艱鉅複雜工作，且是產品是否順利銷售的重大關鍵因素。顧客對服務人員的專業知識、信任、互動和風險知覺，是企業與顧客是否建立長期關係起點，且有機會讓顧客關係管理長期有利可圖。然而迄今為止，諸多企業對顧客關係管理研究，很少以顧客對服務人員的知覺為研究課題。此外，現有研究多以西方已開發國家為分析對象，因此，本研究選擇開發中國家的台灣為研究對象進行分析。本研究依據社會交換理論建構研究模型，並蒐集159位家庭客戶的有效樣本進行結構方程式分析。最後，本研究針對實證結果進行討論，萃取實務意涵，並對企業提出銷售力管理建議。 The urbanization and industrialization in emerging economies, coupled with climate change and COVID-19, has declined the quality of drinking water and increased the demand of water purifiers significantly. However, sales force management is a difficult task and a key factor of success of products for enterprises. The knowledge, trust, interaction and risk perception of sales force are to make customer relationship management profitable in the long term. However, so far, there is rarely to study the customer's perception of sales force as the research topic of customer relationship management. In addition, most of the existing research focuses on developed countries. Therefore, this study selects Taiwan, which is a developing country, as the research object for analysis. Our research model is based on social exchange theory, and collects valid samples of 159 family customers for structural equation analysis. Finally, we discusse the empirical results, extracts practical implications, and proposes sales force management recommendations for the company.
