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| 題 名 | 文教型非營利組織關係行銷策略與關係品質之研究=A Research on the Relationship between Relationship Marketing Strategies and Relationship Quality of Cultural and Educational Non-profit Organizations |
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| 作 者 | 張奕華; 張雅惠; | 書刊名 | 第三部門學刊 |
| 卷 期 | 12 2009.09[民98.09] |
| 頁 次 | 頁63-103 |
| 分類號 | 546 |
| 關鍵詞 | 文教型非營利組織; 關係行銷策略; 關係品質; Cultural and educational non-profit organizations; Relationship marketing Strategy; Relationship quality; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 鑑於行銷對非營利組織之重要性、文教型基金會為臺灣基金會的主要類型、 關係行銷的研究方興未艾以及關係行銷對於非營利組織所能發揮之利益,本研究 以非營利組織中的文教型基金會為研究對象,探討其所採用的關係行銷策略、其 所知覺的關係行銷品質,以及關係行銷策略與品質之間的關係。本研究採用問卷 調查法進行研究,利用項目分析、因素分析、內部一致性信度分析,確認研究工 具之信效度,並以結構方程模式進行資料分析。研究主要結論如下:一、非營利 組織整體關係行銷策略之運用現況仍有待改進;二、非營利組織整體關係品質介 於「普通」及「經常如此」之間;三、非營利組織關係行銷策略對關係品質具有 正向影響效果。本研究並針對上述結果提出建議,以做為非營利組織經營與運作 之參考。 |
| 英文摘要 | In this study, in view of the importance of marketing to non-profit organizations, cultural and educational foundations as the main types of Taiwan’s foundations, relationship marketing research in the ascendant, the interests developed by relationship marketing in regard to non-profit organizations, the researcher took cultural and educational foundations or educational matters foundations as the research objects to explore the relationship marketing strategies they use, the quality of relationship marketing they perceive, and the relationship between relationship marketing strategies and quality. The questionnaire survey method was adopted and the cultural and educational foundations were chosen as samples. Item analysis, factor analysis and reliability analysis were used to verify the reliability and validity of the research scale. The collecting data was analyzed by using structural equation modeling (SEM). The main conclusions are: (1) the overall status of relationship marketing strategies needs to be improved; (2) the overall relationship quality is between ordinary scale and frequently scale; and (3) relationship marketing strategies has direct effects on relationship quality of cultural and educational NPOs. According to the results, suggestions were provided as the references for the foundation developments. |
本系統中英文摘要資訊取自各篇刊載內容。