臺灣博碩士論文加值系統

由於產業外部環境不確定性增加，企業必須與上下游的通路夥伴發展良好的通路關係。其中，發展良好通路關係的關鍵即在於通路夥伴之間的關係連結，因此透過關係行銷方案以提升關係連結是企業重要的課題之一。

但是已有實證研究證明關係行銷對於公司財務績效的實際幫助與結果常讓公司感到不滿意或失望。Palmatier, Dant, Grewal & Evans (2006a)指出，關係品質對於賣方客觀績效的影響最為顯著，因此推測可能原因為缺乏考量關係品質。另外，現有關係行銷以及通路關係方面的相關文獻在結果變項的衡量上多以客觀量化的績效指標為主，較少考量顧客端與雙向端的結果變項。最後，在關係行銷方面的相關研究也少以考量不同行銷通路系統類型對於關係行銷績效的影響。綜合上述，本研究將關係行銷方案、關係品質、關係行銷結果以及行銷通路系統類型同時納入研究架構中，探討關係行銷方案對關係品質的影響；關係品質對關係行銷結果的影響；以及行銷通路系統類型對於關係品質與關係行銷結果的影響。

實證研究對象為行動通訊產業，以台灣中部地區手機的開放式與封閉式通路為研究母體，便利抽樣286家行動通訊門市，回收問卷共193份，有效問卷為171份，有效問卷回應率為88.6%。首先參考Churchill (1979)進行資料純化，隨後透過階層迴歸分析以檢定並驗證本研究的各項假設。

經實證後的主要研究發現為：(1)關係行銷方案與關係品質之間存在正向關係；(2)關係品質與關係行銷結果之間存在正向關係；(3) 行銷通路系統類型對關係品質與關係行銷結果間關係具顯著的干擾效果。

When the uncertainty of external environment of industries increases, enterprises need to have a well-developed relationships with channel partners. The key to have a well-developed relationships is the relationship bonds with channel partners. Using Relationship Marketing Programs to enhance the relationship bonds is one of the most important challenges to enterprises.

Empirical evidence suggests that firms are often disappointed with the results of Relationship Marketing. First, Seller Objective Performance is influenced most by Relationship Quality (Palmatier, Dant, Grewal & Evans 2006a) , so maybe the reason that makes firms disappointed with the results of Relationship Marketing is lack of considering Relationship Quality. Second, past studies are often lack of considering Customer-Focused Outcomes and Dyadic Outcomes as Relationship Outcome measures. Third, past studies rarely discuss the impact of different marketing channel types on the results of Relationship Marketing. Accordingly, this research presents a conceptual framework for incorporating Relationship Marketing Programs, Relationship Quality, Relationship Outcomes, and Marketing Channel System Types to explore antecedents and consequences of Relationship Marketing Programs, Relationship Quality, and Relationship Outcomes.

In the design, cell phone retailers of the open and close channel in Taiwan is the research sample. And this paper uses convenience sampling to choose 286 samples and retrieves questionnaires by interviewer. There are 171 effective samples that subtract 22 ineffective samples from 193 samples, and the effective ratio is 88.6%. This research referred to Churchill (1979) to purify the received data, then used hierarchical regression analysis to test the hypothesis.

The major findings of this study are summarized as following: (1) Relationship Marketing Programs has a positive impact on Relationship Quality. (2) Relationship Quality has a positive impact on Relationship Outcomes. (3)Marketing Channel System Types has a moderating effect between Relationship Quality and Relationship Outcomes.

目錄
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 3
第三節 研究產業概述—行動通訊產業 5
第四節 研究流程 8
第五節 論文架構 10
第六節 專有名詞中英文對照與解釋 11
第二章 文獻探討 14
第一節 關係行銷方案 14
第二節 行銷通路系統 21
第三節 關係品質 32
第四節 關係行銷結果 36
第五節 構念間關係的文獻整理與推導 42
第三章 研究方法與設計 46
第一節 研究架構 46
第二節 問卷設計與變數的操作化 47
第三節 行動通訊產業—手機通路概況 55
第四節 研究樣本 59
第五節 樣本分析 64
第六節 資料分析方法 68
第四章 研究結果分析 71
第一節 資料純化分析 71
第二節 信度分析 76
第三節 變數相關分析 78
第四節 整體模式之關聯性假設檢定 84
第五章 結論與建議 95
第一節 研究結果與討論 95
第二節 研究限制及未來研究方向 98

附錄一…………………………………………………………………………………………………………104
附錄二 ………………………………………………………………………………………………………115

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6.吳明隆，2006。SPSS 統計應用學習實務：問卷分析與統計應用，知城數位科技股份有限公司。
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