臺灣博碩士論文加值系統

目前全球的電子產品，無論是3C產品或工業產品都需要半導體電子零組件且是產品的重要核心。電子產品零組件大多依靠電子零組件通路商提供產品與技術應用。因電子產品屬於工業市場，顧客特性較單純但具有主導權責。供應商若與顧客關係良好，顧客也較傾向長期配合模式，因此關係行銷對通路商非常重要。本研究針對關係行銷行為「供應商的服務支援態度」、「業務與顧客互動關係」、「供應商的專業知識」等部份予以研究，以填答問卷方式對製造電子產品的廠商顧客實施調查，分析供應商關係行銷行為是否讓顧客產生信任、滿意及承諾進而產生忠誠度，願意與供應商配合成為長期合作夥伴。期待在進行分析研究後，可以將結論提供給業界及後續學者研究之參考。
本研究以信度分析、因素分析及迴歸分析等資料分析研究方法，研究關係行銷對電子通路商忠誠度之影響。針對高科技電子產品製造商發出問卷200份，回收175份，回收率達85.5％，經對回收問卷篩檢後，其中有效問卷為150份，有效問卷回收率達75％。研究分析發現：
一、供應商的服務支援越強則關係品質越好，也就是越受到顧客信任，同時也越能夠產生願意繼續購買並做出正面口碑的忠誠顧客。
二、供應商可透過改善互動關係來提升關係品質，並藉以間接的提升顧客忠誠度。
三、供應商可透過改善專業知識的提升來改善關係品質，並藉以間接的提
升顧客忠誠度。

關鍵字：關係行銷、關係品質、顧客忠誠度

Currently, among global electronic products, regardless of 3C products or industrial products, all of them need semiconductor electronic parts and components which have been also regarded as the important core of those products. Most manufacturers of electronic products parts and components have depended on the product and technology application that provided by those distributors of electronic parts and components. Since the electronic products are categorized into the industrial market, their customers may have simple and pure characteristics but also the dominance. If the relationship between supplier and customer is better, then customer will be tended to the model of long-term cooperation; therefore, the relationship marketing is also important to the distributors. This study will be carried out the research on those behaviors of relationship marketing, such as “suppliers’ attitude about supporting service”, “business and interactive relationship with customers”, “suppliers’ professional knowledge”, etc., and conducted the questionnaire survey to those customers of electronic product manufacturers in order to analyze whether suppliers’ behavior of relationship marketing will make customers to have trust, satisfaction and commitment or not, and further to have the loyalty and willing to cooperate with suppliers to become the partners of long-term cooperation. This researcher is hoped that after conducted the analytic research, the result can be provided to the industry circle and follow-up scholars or researchers as the reference of carrying out researches.
This study has adopted the Reliability Analysis, Factor Analysis and Regression Analysis as the methods of conducting data analysis to research on the influence of the relationship marketing on the loyalty level for electronic products distributors. The researcher has sent 200 copies of questionnaire to those manufacturers of high-tech electronic products, and a total 175 questionnaire were returned with a return rate of 85.5％; in addition, after screened those returned questionnaire, the number of valid questionnaire has reached 150 with a valid return rate of 75％. The research analysis has discovered:
1. Better service and support provided by suppliers, then the relationship quality will become better; that is, they have obtained more trust from customers, and, at the same time, they will also make more loyal customers who will continuously purchase and give positive word-of-mouth to their products.
2. Suppliers can improve the interactive relationship to increase the relationship quality, and indirectly improve customer loyalty.
3. Suppliers are able to utilize the improvement in professional knowledge to improve the relationship quality, and then such method can indirectly increase customers’ loyalty as well.

Keywords: relationship marketing, relationship quality, customer loyalty

誌謝………………………………………………………………… II
中文摘要…………………………………………………………… III
英文摘要…………………………………………………………… IV
目錄………………………………………………………………… VI
表目錄……………………………………………………………… VIII
圖目錄……………………………………………………………… IX
第一章 緒論………………………………………………………… 1
第一節 研究背景與動機………………………………………… 1
第二節 研究目的與問題 ………………………………………… 2
第三節 研究流程………………………………………………… 3
第二章 文獻探討………………………………………………… 4
第一節 關係行銷………………………………………………… 4
第二節 關係品質 ………………………………………………… 10
第三節 顧客關係………………………………………………… 11
第四節 顧客的信任與承諾及顧客忠誠度……………………… 19
第三章 研究方法……………………………………………………26
第一節 研究架構………………………………………………… 26
第二節 研究假說………………………………………………… 27
第三節 變數衡量………………………………………………… 28
第四節 研究抽樣與樣本結構…………………………………… 29
第五節 資料分析………………………………………………… 29
第四章 資料實證分析…………………………………………… 31
第一節 描述性統計量析……………………………………… 31
第二節 信度與效分析…………………………………………… 37
第三節 迴歸分析………………………………………………… 40
第五章 結論與建議……………………………………………… 44
第一節 研究結論………………………………………………… 44
第二節 研究建議………………………………………………… 45
參考文獻…………………………………………………………… 46
中文部分………………………………………………………… 46
英文部分………………………………………………………… 48
附錄：問卷………………………………………………………… 51

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