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題 名 | 臺灣塗料產業夥伴關係、關係品質與忠誠度間相互關係之研究=Study on the Relationships among Partnership, Relationship Quality and Loyalty in Taiwan Coating Industry |
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作 者 | 李建賢; 蔡佺廷; 黃翠瑛; 李俊彥; | 書刊名 | 林產工業 |
卷 期 | 25:2 民95.06 |
頁 次 | 頁79-90 |
分類號 | 485.81 |
關鍵詞 | 塗料產業; 夥伴關係; 關係品質; 忠誠度; Coating industry; Partnership; Relationship quality; Loyalty; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,台灣塗料產業面臨諸多不利的環境因素衝擊,廠商為求生存常以低價惡性競爭,造成產業發展的負面影響,隨著資訊科技的進步及產業技術革新,結合原物料供應商及下游客戶,發展緊密且長期合作的夥伴關係,建立雙方良好的關係品質,提升顧客的忠誠度,以維持獲利與永績經營,是企業經營必須思考的模式。因此本研究擬透過問卷調查,針對台灣塗料與塗裝廠商來暸解影響顧客忠誠度的因素並透過夥伴關係-關係品質-忠誠度模式的建立,以結構方程模式分析資料,探討這些構面的關係。研究結果發現廠商大都屬於中小企業,成立25年以上(約佔52.6%),員工人數未滿20人的廠商(約佔65%)。在構面的關係方面「夥伴關係→關係品質」及「關係品質→忠誠度」之路徑係數達顯著水準,兩者均為0.80;而「夥伴關係→忠誠度」的路徑係數未達顯著水準,顯示夥伴關係與忠誠度並無直接關係。夥伴關係是透過關係品質影響忠誠度,因此關係品質為夥伴關係與忠誠度之中介變數。台灣塗料產業的供應商雖與下游顧客建立夥伴關係,但要擁有忠誠的顧客,仍須透過關係品質的提升後才有影響,換言之,當夥伴關係的雙方對彼此感到滿意與信任,而產生相互依賴,進而產生承諾感,才會產生忠誠行為。所以台灣塗料產業供應商除了繼續維持雙方的夥伴關係外,尚須建立良好的關係品質,才能建立顧客忠誠度。 |
英文摘要 | Taiwan coating industry has been through the unbeneficial environmental impacts in recent year. As the low price strategy is applied, the development of industry is slow. Establishing the long term relationship, maintaining good relationship quality and promoting customer loyalty with upstream suppliers and downstream buyers are an important job for firms to earn profits in a competitive market. In this paper, the questionnaire survey was used to collect the information on the effects of customer loyalty. The model of "Partnership-Relationship quality-Loyalty" was also established and examined by introducing structural equation modeling (SEM) method. As results,most firms were found to be small to medium size enterprises. Most the firms' average established years is more than 25 years, accounting 52.6% of investigating firms. Also, 65% of firms have less than 20 labors. The significant relationships were found in the relationships of "Partnerships - Relationship quality" and "Relationship quality - Loyalty". The coefficients both are 0.8. However, the path coefficient of "Partnerships-Loyalty" is insignificant. It shows that factor of Partnerships has no direct effect on loyalty but through the factor of Relationship quality. Therefore, the factor of Relationship quality is the mediating variable between Partnerships and Loyalty. In spite of establishing the partnership is important, the firms should develop the high level of relationship quality to increase the loyalty. In other woods, as long as the satisfaction , trust and commitment are achieving, the loyalty will be maintained. Thus, in order to develop customer loyalty, Taiwanese coating firms should not only maintain the partnership but also have good relationship quality with buyers. |
本系統中英文摘要資訊取自各篇刊載內容。