A银行信用卡销售人员选拔量表编制研究
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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。
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.
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。
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.
引文
[1] 李远方.信用卡市场爆发式增长潜藏风险.市场周报,2005.7.1.
[2] 戴维.H.布泽尔等著,夏玉和译.银行信用片.中国计划出版社,2001.
[3] 武岩生.准贷记片:被忽略的便捷小额贷款工具.中金在线,2006,(1).
[4] 徐思佳,王秋铃.信用卡市场暗战不断,中华工商时报,2006.10.31.
[5] 戴兵:信用卡进入品牌营销时代.成功营销,2007,(Z1):137.
[6] 周春果.我国信用卡发展现状及其营销对策研究.中小企业管理与科技,2007,(7):61-63.
[7] 黄婷.银行信用卡客户满意度研究.上海交通大学硕士论文,2007.
[8] 卿海龙.中国银行营销人员胜任力结构研究.暨南大学硕士论文,2007.
[9] 张樨樨.营销人员选拔性测评的预测模型研究.首都经济贸易大学硕士论文,2005.
[10] 李明斐.公务员胜任力模型的构建与检验研究.大连理工大学博士论文,2006.
[11] McCelland D C. Testing for competence rather than for intelligence. American Psychologist, 1973, 28:1-14.
[12] Boyatzis R E. The competent manager: a model for effective performance. New York: John Wiley & Sons.,1982.
[13] Training Agency. The definition of competences and performance criteria. Guidance Note 3 in Development of Assessable Standards for National Certification Series, Training Agency, Sheffield, 1988.
[14] Woodruffe C. Competent by any other name. Personnel Management, 1991, 23:30-33.
[15] Fletcher S. NVQ’s, standards and competence: A practice guide for employers management and trainers. London: Kogan, 1992.
[16] Spencer L M, Spencer S M. Competence at work: Models for superior performance. New York: John Wiley & Sons.,1993.
[17] Le 自由度 ord G E. Paying for the skill, knowledge, and competencies of knowledge workers. Compensation and Benefits Review, 1995, 27(4):55-62.
[18] Cockerill T, Hunt J, Schroder H. Managerial competencies: fact or fiction? Business Strategy Review, 1995,6(3):1-12.
[19] Byham W C, Moyer R P. Using competencies to build Dimensions International, Inc.,1996.
[20] Mirabile R J. Everything you wanted to know about competency modeling. Training & Development, 1997, 51(8):73-77.
[21] Parry S B. Just what is a competency? And why should you care? Training, 1998, (6):58-64.
[22] Green P C. Building robust competencies: Linking human resource systems toorganizational strategies. San Francisco: Jossey-Bass, 1999.
[23] Sandberg J. Understanding human competence at work: an interpretative approach Academy of Management Journal, 2002, 43(1):9-25.
[24] 王重鸣.管理心理学.人民教育出版社,2001.
[25] 彭剑峰,饶征.基于能力的人力资源管理.中国人民大学出版社,2003.
[26] 仲理峰,时勘.胜任特征研究的新进展.南开管理评论,2003, 2: 4-8.
[27] 李明斐,卢小君.胜任力与胜任力模型构建方法研究.大连理工大学学报(社会科学版),2004,25 (1):28-32.
[28] White R. Motivation reconsidered: The concept of competence. Psychological Review, 1959, 66:279-333.
[29] Pfeffer J, Veiga J F. Putting people first for organizational success. Academy of Management Executive, 1999, 13: 37-48.
[30] Spencer, L. M., McClelland, McClelland, D. C. & Spencer, S. Competency assessment methods: History and state of the art. Boston: Hay-McBer Research Press, 1994.
[31] 漆书青等.现代教育与心理测量学原理.南昌:江西教育出版社,1998,9-91.
[32] 顾海根.学校心理测量学.广西教育出版社.1999.
[33] 凌文辁,方俐洛.心理行为与测量.机械工业出版社,2003.
[34] 金瑜.心理测量.华东师范大学出版社,2005.
[35] 萧鸣政.人员测评与选拔.复旦大学出版社,2005.
[36] 俞文钊.现代人事测评原理与操作实践.上海教育出版社,2005.
[37] 郑宏,廉鹏飞.营销人员薪酬与考核.企业管理出版社,2005.
[38] 徐生吉.销售代表胜任力结构分析.合作经济与科技,2006,(2):16-17
[39] 颜世富.绩效管理.机械工业出版社,2007.
[40] 刘贵林,颜世富,王伟杰.高级人力资源管理师.中国劳动社会保障出版社,2007.
[41] 刘嫦娥.企业中层管理人员心理素质测评系统的研制.湖南师范大学硕士论文,2002.
[42] 赵一飞,胡近.人才总和素质测评中诸因素的权重计算探索.上海交通大学学报(社会科学版),1999,7(1):63-69.
[43] 王重鸣,陈民科.管理胜任力特征分析:结构方程模型检验.心理科学,2002,25(5):513-516.
[44] 孙晓军,周宗奎.探索性因子分析及其在应用中存在的主要问题.心理科学,2005,28(6):1440-1442.
[45] 张超,徐燕,陈平雁.探索性因子分析与验证性因子分析在量表研究中的比较与应用.南方医科大学学报,2007,27(11):1699-1705
[46] 赵选民,徐伟,师义民等.数理统计.科学出版社,2002.
[47] 余建英,何旭宏.数据统计分析与 SPSS 应用.人民邮电出版社,2003.
[48] 侯杰泰,温中麟,成子娟.结构方程模型及其应用.教育科学出版社,2004.
[2] 戴维.H.布泽尔等著,夏玉和译.银行信用片.中国计划出版社,2001.
[3] 武岩生.准贷记片:被忽略的便捷小额贷款工具.中金在线,2006,(1).
[4] 徐思佳,王秋铃.信用卡市场暗战不断,中华工商时报,2006.10.31.
[5] 戴兵:信用卡进入品牌营销时代.成功营销,2007,(Z1):137.
[6] 周春果.我国信用卡发展现状及其营销对策研究.中小企业管理与科技,2007,(7):61-63.
[7] 黄婷.银行信用卡客户满意度研究.上海交通大学硕士论文,2007.
[8] 卿海龙.中国银行营销人员胜任力结构研究.暨南大学硕士论文,2007.
[9] 张樨樨.营销人员选拔性测评的预测模型研究.首都经济贸易大学硕士论文,2005.
[10] 李明斐.公务员胜任力模型的构建与检验研究.大连理工大学博士论文,2006.
[11] McCelland D C. Testing for competence rather than for intelligence. American Psychologist, 1973, 28:1-14.
[12] Boyatzis R E. The competent manager: a model for effective performance. New York: John Wiley & Sons.,1982.
[13] Training Agency. The definition of competences and performance criteria. Guidance Note 3 in Development of Assessable Standards for National Certification Series, Training Agency, Sheffield, 1988.
[14] Woodruffe C. Competent by any other name. Personnel Management, 1991, 23:30-33.
[15] Fletcher S. NVQ’s, standards and competence: A practice guide for employers management and trainers. London: Kogan, 1992.
[16] Spencer L M, Spencer S M. Competence at work: Models for superior performance. New York: John Wiley & Sons.,1993.
[17] Le 自由度 ord G E. Paying for the skill, knowledge, and competencies of knowledge workers. Compensation and Benefits Review, 1995, 27(4):55-62.
[18] Cockerill T, Hunt J, Schroder H. Managerial competencies: fact or fiction? Business Strategy Review, 1995,6(3):1-12.
[19] Byham W C, Moyer R P. Using competencies to build Dimensions International, Inc.,1996.
[20] Mirabile R J. Everything you wanted to know about competency modeling. Training & Development, 1997, 51(8):73-77.
[21] Parry S B. Just what is a competency? And why should you care? Training, 1998, (6):58-64.
[22] Green P C. Building robust competencies: Linking human resource systems toorganizational strategies. San Francisco: Jossey-Bass, 1999.
[23] Sandberg J. Understanding human competence at work: an interpretative approach Academy of Management Journal, 2002, 43(1):9-25.
[24] 王重鸣.管理心理学.人民教育出版社,2001.
[25] 彭剑峰,饶征.基于能力的人力资源管理.中国人民大学出版社,2003.
[26] 仲理峰,时勘.胜任特征研究的新进展.南开管理评论,2003, 2: 4-8.
[27] 李明斐,卢小君.胜任力与胜任力模型构建方法研究.大连理工大学学报(社会科学版),2004,25 (1):28-32.
[28] White R. Motivation reconsidered: The concept of competence. Psychological Review, 1959, 66:279-333.
[29] Pfeffer J, Veiga J F. Putting people first for organizational success. Academy of Management Executive, 1999, 13: 37-48.
[30] Spencer, L. M., McClelland, McClelland, D. C. & Spencer, S. Competency assessment methods: History and state of the art. Boston: Hay-McBer Research Press, 1994.
[31] 漆书青等.现代教育与心理测量学原理.南昌:江西教育出版社,1998,9-91.
[32] 顾海根.学校心理测量学.广西教育出版社.1999.
[33] 凌文辁,方俐洛.心理行为与测量.机械工业出版社,2003.
[34] 金瑜.心理测量.华东师范大学出版社,2005.
[35] 萧鸣政.人员测评与选拔.复旦大学出版社,2005.
[36] 俞文钊.现代人事测评原理与操作实践.上海教育出版社,2005.
[37] 郑宏,廉鹏飞.营销人员薪酬与考核.企业管理出版社,2005.
[38] 徐生吉.销售代表胜任力结构分析.合作经济与科技,2006,(2):16-17
[39] 颜世富.绩效管理.机械工业出版社,2007.
[40] 刘贵林,颜世富,王伟杰.高级人力资源管理师.中国劳动社会保障出版社,2007.
[41] 刘嫦娥.企业中层管理人员心理素质测评系统的研制.湖南师范大学硕士论文,2002.
[42] 赵一飞,胡近.人才总和素质测评中诸因素的权重计算探索.上海交通大学学报(社会科学版),1999,7(1):63-69.
[43] 王重鸣,陈民科.管理胜任力特征分析:结构方程模型检验.心理科学,2002,25(5):513-516.
[44] 孙晓军,周宗奎.探索性因子分析及其在应用中存在的主要问题.心理科学,2005,28(6):1440-1442.
[45] 张超,徐燕,陈平雁.探索性因子分析与验证性因子分析在量表研究中的比较与应用.南方医科大学学报,2007,27(11):1699-1705
[46] 赵选民,徐伟,师义民等.数理统计.科学出版社,2002.
[47] 余建英,何旭宏.数据统计分析与 SPSS 应用.人民邮电出版社,2003.
[48] 侯杰泰,温中麟,成子娟.结构方程模型及其应用.教育科学出版社,2004.