頁籤選單縮合
題名 | 廠商特質、關係行銷與經營績效之研究=A Study of Firm Characteristics, Relationship Marketing and Business Performance |
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作者姓名(中文) | 婁文信; 王翠娥; | 書刊名 | 德明學報 |
卷期 | 28 2007.01[民96.01] |
頁次 | 頁61-78 |
分類號 | 496.5 |
關鍵詞 | 關係行銷; 廠商特質; 經營績效; 螺絲業; Relationship marketing; Firm characteristics; Business performance; Fastener industry; |
語文 | 中文(Chinese) |
中文摘要 | 近年來,關係行銷的觀念逐漸受到學術界與實務界的重視,但研究層面多偏向服務業以及消費者,較少對於廠商與中間商的研究。對廠商而言,是否做好關係行銷便會直接影響經營績效?本研究以Chien and Moutinho(2000)提出的關係行銷四個構面:效用利益、未來展望、互惠信任與正當形象,來探討關係行銷對於經營績效的影響以及廠商特質對關係行銷之影響。透過臺灣螺絲業為研究對象之結果顯示,關係行銷之效用利益與未來展望與經營績效無關,此可能與產業之低涉入特質有關。而正當形象顯著的影響經營績效,反應在國際品質認證的趨勢下,業者極為重視品牌形象與企業聲譽,尤其是資本額較高的大廠;至於雙方之互惠信任對於經營績效亦有顯著的影響,與過去的研究一致。 |
英文摘要 | In recent years, much attention has been paid on relationship marketing from not only scholars but also practitioners. However research into this subject has focused on service industry and viewed from a consumer perspective. Few studies have been done on industrial marketing. For a firm, does good relationship marketing influence on business performance? This study adopts a model proposed by Chien and Moutinho (2000) which includes four constructs of relationship marketing: utility, projectability, reciprocity and legitimacy, to test the relationship between relationship marketing and business performance, and the relationship between firm characteristics and relationship marketing. Results from Taiwanese fastener industry show that utility and projectability are not significantly associated with performance. This might relate to the low involvement of the industry. Legitimacy is significantly related with peformance, reflecting the industrial associates concern about brand and image under the trend of international quality accreditation, especially the large firms. As for reciprocity, it also has significant relationship with performance, confirming prior research. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。