| 摘要: | 本研究旨在探討神秘客稽核制度對臺灣汽車銷售人員績效的影響，並進一步分析個人特徵（性別與年資）、地區因素為其效果的調節因子。資料來源為臺灣某汽車代理商於2020年至2023年間之內部神秘客稽核與銷售績效資料，共涵蓋553筆稽核紀錄與353位銷售人員。研究採用隨機效果模型進行實證分析，並控制年度、月份、地區與銷售人員個人特徵變數，探討神秘客稽核與後續銷售表現之間的關聯性。
實證結果顯示，神秘客稽核之銷售績效影響並不顯著，無論是是否受測、神秘客稽核分數或各項服務流程之細項評分，對銷售人員次月與下下月之銷售表現皆無明顯影響。此結果呼應先前文獻，指出神秘客制度雖可促進服務流程標準化，但對高涉入產品如汽車的銷售結果影響有限。另一方面，銷售人員個人特徵對業績表現具有顯著解釋力：女性銷售人員整體表現優於男性，且年資較高者績效亦明顯較佳。此外，地區差異亦顯著影響銷售績效，北部地區普遍優於中南部與東部地區。
多次受測組在當月與次月的銷售績效上表現略優於單次受測組，但單次受測組在下下月銷售績效上則有微幅提升，顯示神秘客受測次數與銷售績效之間可能存在複雜之互動關係。在神秘客評分方面，顯示神秘客評核結果雖可量化服務品質，對於實際銷售表現之解釋力仍有一定限制。
本研究補足過往缺乏針對台灣汽車零售業的實證文獻，並指出神秘客制度作為績效監控工具時，其應用策略需更加細緻化，避免過度抽測造成反效果。同時也建議企業應強化服務流程之訓練與差異化指標設定，善用神秘客稽核結果作為行為誘因與績效提升的參考依據。
;This study investigates the impact of mystery shopping audits on the sales performance of car salespeople in Taiwan, utilizing internal data collected from automobile distributor between 2020 and 2023. The dataset includes 553 mystery audits across 353 individual salespeople. A random effects panel regression model was applied to account for variations across individuals, regions, and time (year and month fixed effects), while also controlling for salesperson characteristics such as gender and tenure.
Empirical results reveal no statistically significant direct relationship between the presence of a mystery audit, overall audit scores, or individual service process ratings (e.g., greeting, product explanation, test drive invitation) and short-term sales performance in the following month(s). However, individual characteristics play a key role—female and more experienced salespeople consistently outperform others. Regional differences were also observed, with sales in northern Taiwan outperforming those in central, southern, and eastern regions.
Moreover, salespeople audited only once demonstrated better performance in the month of and the month after the audit, whereas those audited multiple times showed marginal improvement in performance two months later, suggesting a dynamic and possibly nonlinear relationship between audit frequency and sales outcomes. While mystery audits are useful for quantifying service quality, their ability to directly predict actual sales results remains limited.
These findings underscore the importance of using mystery audit results strategically, emphasizing tailored employee training and differentiated performance feedback mechanisms. |
