【作者】 周晓君；

【导师】 颜世富；

【作者基本信息】 上海交通大学 ， 应用心理学， 2008， 硕士

【摘要】 中国正开始从“现金付款时代”向“信用卡时代”转型,信用卡作为一项新兴的理财工具,在我国发展得如火如茶。国内有关信用卡的文献几乎没有对信用卡销售人员的研究。但是信用卡销售在我国已进入品牌营销时代,银行对信用卡销售人员的要求也越来越高,急需高级信用卡销售人才。因此,本文从信用卡销售人员胜任力入手,构建胜任力模型,编制胜任力测量量表,为银行选拔信用卡销售人员提供科学的理论依据和方法。本文以实证分析的方法对A银行信用卡部门跨地区的一定数量的销售人员进行研究,采用问卷调查、访谈和心理测评的方法收集胜任力测评信息,运用定量分析对收集的数据提炼测评点,并结合定性分析最终组建胜任力模型。研究结果表明:信用卡销售人员的胜任特征主要包括成就动机、商业兴趣、内控性、稳定性、适应性、社交性、诚信、自信等八个方面。在此胜任力模型的基础上,编制信用卡销售人员胜任力试测问卷,并对问卷进行项目分析、信度分析、效度分析、探索性因素分析和结构方程模型验证分析,以保证测量量表的适用性和科学性。研究结果表明:这八个胜任力要素构成三个公共因子,分别为适应性、动机和态度,符合洋葱模型;最终形成具有较高信度和一定效度的测量问卷。本研究结果可为银行信用卡销售人员的招募与选拔、培训与开发、绩效评估与综合素质测评等人力资源管理工作提供重要参考。更多还原

【Abstract】 Nowadays, China is shifting from a "paying by cash" age to a "paying by credit card" one. As a new financial tool, the credit card market is more and more booming. The domestic research literature of credit card is little related with credit card sales staff. However, credit card sales in China have entered the era of brand marketing, and the request to sales staff is higher and higher. Therefore, there is an urgent need of senior credit card sales personnel. Through credit card sales staff competency, this paper tries to build competency model and a measurement scale, in order to provide scientific theories and methods to their selection.Based on the empirical analysis of a certain number of trans-regional credit card sales staff of Bank A, this study uses questionnaires, interview and psychological test for the collection of competency evaluation information, quantitative analysis method for the collection of extracted evaluation, quantitative analysis and qualitative analysis method for the final establishment of competency model. The results show that: the competency model of credit card sales staff mainly includes achievement motivation, commercial interest, internal control, stability, adaptability, sociability, integrity and self-confidence.On the basis of the competency model Competency, this study makes competency testing questionnaire of credit card sales staff, and does questionnaire item analysis, reliability analysis, validity analysis, exploratory factor analysis and structural equation model verification of the questionnaire to ensure its applicability and preciseness. The results show that: the eight competency elements compose three factors, named as adaptability, motivation and values, which match the onion model; the measurement scale is of high reliability and validity.This result can serve as an important reference for B-O-C on Sales Staff recruiting and selecting, training, performance assessment, comprehensive quality assessment and such HR management affairs.更多还原