本研究針對北美華人旅行業銷售人員，探討其郵輪產品銷售技能、特定自我效能與銷售績效之關係，以SPSS 12.0與LISREL 8.54軟體進行資料分析（N=301）。結果發現銷售人員多為已婚女性，具有高教育程度與旅行業經驗。在「銷售技能」上，自覺「人際關係技巧」的運用優於「銷售技巧」；在「特定自我效能」上，取得資訊的「得知行為」優於「授予行為」與「策劃行為」；對於「銷售績效」，滿意於對新舊客戶的推廣與維繫，惟不滿意佣金與銷售量。另外，研究變項與個人屬性，如年齡、婚姻、資歷等有顯著個別差異；且變項之間有顯著正相關與預測作用；而銷售技能會透過特定自我效能對銷售績效產生間接影響；證實銷售技能的提升，將增強特定自我效能，進而提升銷售績效。
The research examines the relationship among selling skills, specific self-efficacy and sales performance in the context of cruise product sales, using the example of US-based travel agency chains. The survey data was collected from 301 valid self-report questionnaires and analyzed by SPSS 12.0 and LISREL 8.54. It is found that most sales staff is female, married, and well-experienced with high education degree. Generally, the sales consultants report that their ‘interpersonal skills’ better than ‘Technical skills’ with respect to ‘selling skills’. Regarding specific self-efficacy, they are found more efficient in ‘getting behaviors’ as commanding informative tools to complete sales; however, less confident in analyzing competitors and developing a new marketing. About sales performance, they are most satisfied with their performance in ‘customer retention and new customer development’ but least with ‘sales amount, commission earned and sales volume’. In addition, there are significant differences identified between these three variables and personal characteristics, such as age, education, marital status, previous experience in travel industry, etc. The variables are seen positively interrelated as well. Moreover, the selling skills and specific self-efficacy are found significantly predicting sales performance. This is further confirmed by SEM (structural equation modeling) which demonstrates a causal relationship that selling skills have the effect on sales performance through specific self-efficacy. The findings insert to suggest that the improved selling skills help upgrade specific self-efficacy to enhance sales performance.
