臺灣博碩士論文加值系統

　　過去二、三十年半導體封裝產業在所有業者的努力之下，已登上世界的高峰，然而這樣的優勢是否仍然能繼續維持？就目前封裝業者所遇到的難題，除了要面對大陸的競爭之外，利潤的降低和新產品開發速度是急待解決的課題。銲線是封裝製程中非常重要的一站，所投入購買設備的資金更是可觀，還有半導體新產品對銲線機能力的需求愈來愈複雜化與多元化。如果封裝業者與銲線機供應商建立緊密的關係，甚至是忠誠合作的夥伴，對目前問題的解決應該有所助益。
　　良好的關係品質是關係行銷努力的目標，更希望可以達到忠誠的境界。關係品質中比較重要的是滿意度和承諾，從相關文獻的探討，滿意度和承諾對忠誠度有正向影響。滿意度和承諾在過去的實證研究相當多，也大都支持滿意度對承諾有正向影響。本論文根據相關理論與封裝產業的實況，將承諾區分為情感的承諾與實質的承諾，進一步探討其個別對忠誠度的影響，這在過去研究是比較少的，希望可以填補其不足之處。另外，關係品質的前置因素，主要根據Kotler et al. (1999) 提出從4P到4C的看法，整理出來的溝通和知覺價值，將溝通與知覺價值對關係品質的影響進行探討。
　　研究的產業是台灣半導體封裝業約40家，而研究對象是公司的高階主管以及研發、製程、生產、維修、採購五大部門主管，以問卷方式全面調查，問卷發出240份而回收有效問卷182份達75.83%。資料分析的方法主要有因素分析、變異數分析、卡方檢定、t檢定、線性結構關係模式(LISREL)等等。
　　因素分析的結果，其信度與效度都達到可接受的程度。從個人屬性和銲線機屬性來探討其在不同構面看法和態度的差異性。結果發現部門別、職位別與不同任職時間的填答者，在所有構面(溝通、知覺價值、滿意度、情感承諾、實質承諾與忠誠度)大致上都沒有顯著的差異。而不同銲線機廠牌數與不同主要銲線機的填答者，在大部份的構面則有顯著的差異性。
　　LISREL分析的結果顯示，溝通對情感承諾與實質承諾，以及知覺價值對滿意度的確有正向影響，不過知覺價值對情感承諾的影響則不明確。情感承諾與實質承諾對忠誠度有顯著的正向影響，不過滿意度對忠誠度的正向影響並不顯著。關係品質中滿意度、實質的承諾對情感的承諾的正向影響有得到支持，但滿意度對實質的承諾的正向影響則不顯著。模式的檢定結果，卡方值過高，不過若考量自由度，適合度是可以被接受的。另外，GFI 和RMR都達到要求，表示觀察值與建構的模式是吻合的，也就是說半導體封裝業的實證結果大體上是符合本論文假設的研究架構。

　　Semiconductor Assembly Industry in Taiwan becomes the top one in the world because all of the company made much effort in the past twenty to thirty years. However, is the competitiveness still can be sustained in the future? In accordance with the related report, the problems that assemble houses facing are benefit loss and low speed of new product development besides Mainland China’s challenge.
　　Wire Bonding is one of the most important stations in the assembly process flow. The investment in this station is also much more than other stations. On the other hands, the requirement of wire bonder becomes much more complicated and multiplex on functionality than before. If the relationship between assembly house and wire bond supplier can be more close, or even achieving loyal partners; believed it can help to improve the problems that assembly houses are facing to.
　　To build good relationship with customers is the target of relationship marketing. In accordance with the past literature shown, satisfaction and commitment are the most important structures of relationship quality. Moreover, the empirical result indicates that satisfaction have positive influence on commitment and loyalty is approved. However, commitment can be separated into two different fields, one is affective commitment and another one is calculative commitment. Based on this separation, to examine if each one will positively impact loyalty individually. Expect this research can fill in the gap happened in the previous research. Meanwhile, the antecedent of relationship quality is defined as communication and perceived value, which is based upon the viewpoint of 4P to 4C by Kolter et al.(1999).
　　The hypotheses are tested using data collected from Taiwan semiconductor assemble houses (40 companies), in which top management, R&D, process, production, maintenance, and purchasing department manager are focused for investigation. 240 questionnaires are sent to the companies, and collect back 182　valuable questionnaires with effective rate 75.83%. Using statistic method such as factor analysis, ANOVA( or MANOVA) , Chi-Square test, t test, and LISREL to analyze the data to prove if hypotheses are supported.
　　The reliability and validity of factor analysis are accepted. As the result of ANOVA ( MANOVA ), different departments, different titles, and different on-job times have not significant attitude variance on all of the structures including communication, perceived value, satisfaction, affective commitment, calculative commitment, and loyalty. However, the response samples with different numbers of wire bonder suppliers and different major wire bonder suppliers make significant attitude variance on most of the 6 structures.
　　The result of LIRSEL analysis shows that 9 out of 10 hypotheses are supported by the collected data from assembly houses except the effect of perceived value on affective commitment. Communication positively impacts on affective commitment are supported as previous researches (Dwyer et al., 1987; Anderson and Weitz, 1992; Morgan and Hunt, 1994; de Ruyter et al., 2001)。Meanwhile, communication also positively impacts on calculative commitment, which does not have many studies in previous research. Perceived positively impacts on satisfaction are also supported with same result as Bloemer and Kasper( 1995)。
　　The effect of satisfaction on loyalty is positive, but not significant. This result is the same as some previous literatures (Reichheld and Aspinwall, 1993; Heskett et al., 1997), which was to investigate other industrial markets. On the other hands, both affective commitment and calculative commitment are positively impact loyalty. This is the same the research of de Ruyter et al., (2001) and Johnson et al., (2001). The most important find-out in this research is that the relationship of affective commitment and calculative commitment is very strong. It is not like previous study (Allen and Meyer, 1991; McGee and Ford, 1987) said these two fields are independent. Supposed that it is another contribution of this

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第四節 研究對象與範圍 4

第二章 產業現況分析與文獻探討 6
第一節 產業現況析 6
第二節 關係品質 12
第三節 滿意度、情感承諾和實質承諾之間的關係17
第四節 關係品質的前置因素 18
第五節 關係品質與忠誠度之間的關係 26

第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 32
第三節 問卷設計與變數衡量 33
第四節 研究設計 36
第五節 資料分析方法 38

第四章 資料分析與結果 45
第一節 前測 45
第二節 問卷發放與回收 46
第三節 敍述統計 47
第四節 因素分析 53
第五節 變異數分析 57
第六節 線性結構關係模式(LISREL) 64

第五章 結論與建議 75
第一節 結論 75
第二節 建議 76

參考文獻 79

附錄一 正式問卷

一、中文部份
工業技術研究院資訊中心(ITIS)網站 http://www.itis.org.tw
方世榮、江淑娟、方世杰(2002)， 「夥伴關係整合模型的實證研究―以中小企業為對象」，
管理學報， 第十九卷， 第四期， pp. 615-645。
方世榮譯(2002)，Egan, John原著， 「關係行銷(Relationship Marketing)」， 初版， 五
南圖書出版股份有限公司。
王秀華譯(1996)，Griffin, Jill原著， 「忠誠顧客—如何培養，如何保持(Customer
Loyalty)」， 初版， 朝陽堂文化事業股份有限公司。
台灣證券交易所網站 http://www.tse.com.tw
吳素敏(2004.3.8)， 「TSIA 2003年我國IC產業營運成果報告出爐了」，台灣半導體產業協
會http://www.tsia.org.tw。
吳萬益、林清河(2001)， 「企業研究方法」，初版， 華泰文化事業股份有限公司。
邱志聖、巫立宇、陳仲熙(2001)，「產品知識及來源國形象對顧客滿意度之影響
—Elaboration Likelihood Model之理論應用」，管理學報，第十八卷，第二期， pp.
185-212。
胡同來、許士軍、魏啓林(2001)， 「行銷通路特性、溝通流程與通路績效之研究―資訊業個
人電腦實證」， 管理學報， 第十八卷， 第三期， pp. 395-419。
范揚松(1996)， 「暢銷A計劃 顧客滿意與關係行銷讀本」， 初版， 金台灣出版事業有限公
司。
徐聯恩譯(1996)，Adizes, Ichak原著， 「企業的生命週期(Corporate Lifecycle)」， 初
版，長河出版社。
張紹勳(2003)， 「研究方法」，修訂版，滄海書局。
陳順宇(2000)， 「多變量分析」， 二版，華泰書局。
梁燕蕙(2004.1.28)， 「全球半導體今年資本支出420億美元」，電子時報http:
//digitimes.com.tw。
黃茂業(2004.4.20)， 「封裝設備市場概況」，IT IS產業資訊服務網
http://www.it is.org.tw。
彭茂榮(2004.2.9)， 「2003年我國IC產業回顧與展望」，IT IS產業資訊服務網
http://www.it is.org.tw。
黃俊英(1986)， 「多變量分析」， 二版，中國經濟企業研究所。
黃俊英(2000)， 「行銷管理—策略性的觀點」， 初版，華泰文化事業股份有限公司。
黄晏雄譯(1995)，嶋口充輝原著， 「創造顧客滿意行銷」， １版１刷，財團法人洪建全教
育文化基金會。
葉凱莉、喬友慶(2000)，「顧客滿意評量之再探討」，管理評論，第二十卷，第二期， pp.
87-111。
趙凱期(2003.12.11)， 「封測景氣無一片烏雲 成長動力更勝晶圓代工 先進封測技術進入
障礙加高 市場寡佔結構漸成」，電子時報http://digitimes.com.tw。
蔡韋羽(2004.3.25)， 「2003年全球半導體銷售額年增率14%」，電子時報http:
//digitimes.com.tw。
歐書帆(2004.1.13)， 「全球半導體設備採購慌浮現 設備廠恐出貨不
及」，電子時報http://digitimes.com.tw。
歐書帆(2004.2.27)， 「Gartner上修今年IC銷售成長達22.6%然明年開
始成長恐將走緩」，電子時報http://digitimes.com.tw。
謝東和(2003.4.29)， 「2002年大陸產業回顧與2003之展望」，IT IS產業資訊服務網
http://www.it is.org.tw。
簫美惠譯(2002)，Reichheld, Federick F. 原著， 「忠誠度法則(Loyalty Rules: How
Today’s Leaders Build Lasting Relationships)」， 初版， 藍鯨出版有限公司。

二、英文部份
Achrol, Ravi S. (1997) “ Changes in the Theory of Interorganizational Relations
in Marketing: Toward a Netwok Paradigm, ”Journal of the Academy of Marketing
Science, Vol. 25(1), pp. 56-71.
Allen, N. J. and J. P. Meyer (1991) “ The Measurement and Antecedents of
Affective, Continuance and Normative Commitment to the Organization, ”
Journal of Occupational Psychology, Vol. 63(1), pp. 1-18
Anderson, Erin and Barton Weitz (1992) “ The Use of Pledges to Build and
Sustain Commitment in Distribution Channels, ” Journal of Marketing Research,
Vol. 29(1), pp. 18-34.
Anderson, Eugene W., Claes Fornell, and Donald R. Lehmann (1994) “ Customer
Satisfaction, Market Share, and Profitability: Findings from Sweden, ”
Journal of Marketing, Vol. 58(3), pp. 53-66.
Anderson, J. C. and J. A. Narus (1984) “ A Model of the Distributor’s
Perspective of Distributor-Manufacturer Working Relationships, ” Journal of
Marketing, Vol. 48(4), pp. 62-74.
Anderson, J. C. and J. A. Narus (1990) “ A Model of Distributor Firm and
Manufacturer Firm Working Partnerships, ” Journal of Marketing, Vol. (1), pp.
42-58.
Baloglu, Seyhmus (2002) “ Dimensions of Customer Loyalty, ” Cornell Hotel and
Restaurant Administration Quarterly, February.
Berry, L. L. (1983) “ Relationship Marketing, ” In: Berry, L. L., Shostack, G.
L. and Upah, G. (Eds.), Emerging Perspectives on Services Marketing, AMA,
Chicago, pp. 25-28.
Bloemer, J. M. M. and H. D. P. Kasper (1995) “ The Complex Relationship between
Consumer Satisfaction and Brand Loyalty, ” Journal of Economic Psychology,
Vol. 16(2), pp. 311-329.
Bowen, John T. and Stowe Shoemaker (1998) “ Loyalty: A Strategy Commitment, ”
CORNELL Hotel and Restaurant Administration Quarterly, February, pp. 13-25.
Carmines, E. G. and J. P. Mc Iver (1981) “ Analyzing Models with Unobserved
Variables: Analysis of Covariance Structure,” In G. W. Bothrnstedt and E. F.
Borgatta (eds.), Social measurement: Current issues. Beverly Hills, CA: Sage.
pp. 65-115.
Coote, Leonard V., Edward J. Forrest, and Terence W. Tam (2003) “ An
Investigation into Commitment in Non-Western Industrial Marketing
Relationships, ” Industrial Marketing Management, Vol. 32 (7), pp. 595-604.
Cornelissen, Joep P. Lock, R. Andrew, and Hanne Gardner (2001) “ The
Organization of External Communication Disciplines: an Integrative Framework
of Dimensions and Determinants, ” International Journal of Advertising,”
Vol. 20, pp. 67-88.
Crosby, L.A., K. R. Evans, and D. Cowles (1990) “ Relationship Quality in
Services Selling: An Interpersonal Influence Perspective, “ Journal of
Marketing, Vol. 54(3), pp. 68-81.
de Ruyter, K., L. Moorman, and J. Lemmink (2001) “ Antecedents of Commitment and
Trust in Customer-Supplier Relationships in High Technology Markets, ”
Industrial Marketing Management, Vol. 30(3), pp. 271-286.
Diamantopoulos, Adamantios and Judy A. Siguaw (2000) “ Introducing LISREL,” 1st
, SAGE Publications Ltd. pp. 25 Figure 3.2.
Dick, A. S. and K. Basu (1994) “ Customer Loyalty toward an Integrated
Conceptual Framework, ” Journal of the Academy of Marketing Science, Vol.
22(2), pp. 99-113.
Divitini, Monica and Carla Simone (2001) “ A Computational Model of
Communication for Reducing Linguistic Opacity Based on the Language-Action
Perspective, ” Information and Organization, Vol. 11, pp. 157-186.
Doyle, Stephen X. and George T. Roth (1992) “ Selling and Sales Management in
Action: The Use of Insight Coachin to Improve Relationship Selling, ” Journal
of Personal Selling and Sales Management, Vol. 12(4), pp. 59-64.
Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987) “ Developing Buyer-Seller
Relationship, ” Journal of Marketing; Vol. 51 (2), pp. 11-27.
Flint, Daniel J., Robert B. Woodruff, and Sarah Fisher Gardial (1997) “ Customer
Value Change in Industrial Marketing Relationships: A Call for New Strategies
and Research, ” Industrial Marketing Management, Vol. 26(2), pp. 163-175.
Ford, D., L. -E. Gadde, H. Håkansson, A. Lundgren, I. Snehota, P. Turnbull, and
D. Wilson (1998) “ Managing Business Relationships, ” Chichester, UK: Wiley.
Fornell, Claes (1992) “ A National Customer Satisfaction Barometer: The Swedish
Experience, ” Journal of Marketing, Vol. 56(1), PP. 6-21.
Friman, Margareta , Tommy Gärling, Bruce Millett, and Robert Honston (2002) “ An
Analysis of Internaltional Business-to-Business Relationships Based on the
Commitment-Trust Theory, ” Industrial Marketing Management, Vol. 31 (5), pp.
403-409.
Ganesan, S. (1994) “ Determinants of Long-Term Orientation in Buyer-Seller
Relationships, ” Journal of Marketing, Vol. 58(2), pp. 1-19.
Garbarino, Ellen and Mark S. Johnson (1999) “ The different Roles of
Satisfaction, Trust, and Commitment in Customer Relationship, ” Journal of
Marketing, Vol. 63(2), pp. 70-87.
Gerpott, Torsten J., Wolfgang Rams, and Andreas Schindler (2001) “ Customer
Retention, Loyalty, and Satisfaction in the German Mobile Cellular
Telecommunications Market, ” Telecommunications Policy, Vol. 25(4), pp.
249-269.
Geyskens, Inge, Jan-Benedict E. M. Steenkamp, Lisa K. Scheer, and Nirmalya Kumar
(1996) “ The Effects of Trust and Interdependence on Relationship Commitment:
A Trans-Atlantic Study, ” International Journal of Research in Marketing,
Vol. 13(4), pp. 303-317.
Geyskens, Inge, Jan-Benedict E. M. Steenkamp, Lisa K. Scheer, and Nirmalya Kumar
(1999) “ A Metal-Analysis of Satisfaction in Marketing Channel Relationship,
” Journal of Marketing Research, Vol. 36(2), pp. 223-238.
Goodman, L. E. and P. A. Dion (2001) “ The Determinants of Commitment in the
Distributor-Manufacturer Relationship, ” Industrial Marketing Management,
Vol. 30(3), pp. 287-300.
Gundlach, G. T., R. S. Achrol, and J. T. Mentzer (1995) “ The Structure of
Commitment in Exchange, ” Journal of Marketing, Vol. 59(1), pp. 78-92.
Håkansson, H. and Ostberg, C. (1975) “ Industrial Marketing: An Organizational
Problem? “ Industrial Marketing Management, Vol. 4(2), pp. 113-123.
Heskett, James L., Earl W. Sasser, and Leonard A. Schlesinger (1997) “ The
Service Profit Chain, ” New Yolk: Free Press, pp.22.
Homburg, Christian, Harley Krohmer, Joseph P. Cannon, and Ingo Kiedaisch (2001)
“ Customer Satisfatcion in Transnational Buyer-Supplier Relationships, ”
Journal of International Marketing, Vol. 10(4), pp. 1-29.
Johnson, Michael D. Gustafsson, Andreassen Anders, Wallin Tor, Line Lervik, and
Jaesung Cha (2001) “ The Evolution and Future of National Customer
Satisfaction Index Models, ” Journal of Economic Psychology, Vol. 22(2), pp.
217-245.
Juhl, Hans JΦrn, Kai Kristtensen, and Peder Φstergaard (2002) “ Customer
Satisfaction in European Food Retailing, ” Journal of Retailing and Consumer
Services, Vol. 9, pp. 327-334.
Kalwani, M. U. and N. Narayandas (1995) “ Long-Term Manufacture-Supplier
Relationships: Do They Pay off for Supplier Firms? ” Journal of Marketing,
Vol. 59(1), pp. 1-16.
Kotler, P., G. Armstrong, J. Saunders, and V. Wing, (1999) “ Principals of
Marketing, ” 2nd European Edition. New York: Prentice Hall.
Mc Gee, G. W. and R. C. Ford (1987) “ Two (or More?) Dimensions of
Organizational Commitment: Reexamination of the Affective and Continuance
Commitment Scales, ” Journal of Applied Psychology, Vol. 72(4), pp. 638-642.
Metcalf, Lynn E., Carl R. Frear, and R. Krishnan (1992) “ Buyer-Seller
Relationships: An Application of the IMP Interaction Model, ” European
Journal of Marketing, Vol. 26(2), pp. 27-46.
Mohr, J. and R. Spekman (1994) “ Characteristics of Partnership Success:
Partnership Attributes, Communication Behavior, and Conflict Resolution
Techniques, ” Strategic Management Journal, Vol. 15(2), pp. 135-152.
Möller, K. E. Kristian and Pekka Törrönen (2003) “ Business Suppliers’ Value
Creation Potential: A Capability-Based Analysis, ” Industrial Marketing
Management, Vol. 32(2), pp. 109-118.
Moorman, C., G. Zaltman, and R. Deshpande (1992) “ Relationships between
Providers and Users of Market Research: The Dynamics of Trust within and
between Organizations, ” Journal of Marketing Research, Vol. 29(3), pp.
314-328.
Morgan, Robert M. and Shelby D. Hunt (1994) “ The Commitment-Trust Theory
Relationship Marketing, ” Journal of Marketing, Vol. 58(3), pp. 20-38.
Naudé, Pete and Francis Buttle (2000) “ Assessing Relationship Quality, ”
Industrial Marketing Management, Vol. 29(4), pp. 351-361.
Nunnally, Jum C. (1974) “ Introduction to Statistics for Psychology and
Education, “ McGraw-Hill, Inc.
Peter, J. P. and J. C. Olson (1993) “ Consumer Behavior and Marketing Strategy,
” 3rd ed., Irwin, Homewood, IL.
Pritchard, M. P. and D. R. Howard (1997) “ The Loyal Traveler: Examining A
Typology of Service Patronage, ” Journal of Travel Research, Vol. 35(4), pp.
2-10.
Ravald, Annika and Christian Grönroos (1996) “ The Value Concept and
Relationship Marketing, ” European Journal of Marketing, Vol. 30(2), pp.
19-30.
Reichheld, F. F. and Keith Aspinwall (1993) “ Building High-Loyalty Business
System, ” Journal of Retail Banking, Winter 1993-94, pp. 21-29.
Reichheld, F. F. and W. Earl Sasser (1990) “ Zeero Defections: Quality Comes to
Services, ” Harward Business Review, Vol. 68(Sep-Oct), pp. 105-111.
Sanzo, María José, María Leticia Santos, Rodolfo Vázuez, and Luis Ignacio Álvarez
(2003a) “ The Effect of Market Orientation on Buyer-Seller Relationship
Satisfaction, ” Industrial Marketing Management, Vol. 32(4), pp. 327-345.
Sanzo, María José, María Leticia Santos, Rodolfo Vázuez, and Luis Ignacio Álvarez
(2003b) “ The Role of Market Orientation in Business Dyadic Relationships:
Testing an Integrator Model, ” Journal of Marketing Management, Vol. 19, pp.
73-107.
Selnes, F. (1998) “ Antecedents and Consequences of Trust and Satisfaction in
Buyer-Seller Relationships, ” European Journal of Marketing, Vol.32(3/4),
pp.305-322.
Shankar, Venkatesh, Amy K. Smith, and Arvind Rangaswamy (2003) “ Customer
Satisfaction and Loyalty in Online and Offline Environments, ” International
Journal of Research in Marketing, Vol. 20, pp. 153-175.
Sheth, J. N. and A. Sharma (1997) “ Supplier Relationships. Emerging Issues and
Challenges, ” Industrial Marketing Management, Vol. 26(2), pp. 91-100.
Snyder, R. and J. Morris (1984) “ Organizational Communication and Performance,
” Journal of Applied Psychology, Vol. 69(3), pp. 461-465.
Tellefsen, Thomas (2002) “ Commitment in Business-to-Business Relationships: The
Role of Organizational and Personal Needs, ” Industrial Marketing Management,
Vol. 31(8), pp. 645-652.
Too, Leanne H. Y., Anne L. Souchon, and Peter C. Thirkell (2001) “ Relationship
Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration, ”
Journal of Marketing Management, Vol. 17, pp. 287-319.
Walter, Achim, Thilo A. Müller, Gabriele Helfert, and Thomas Ritter (2003) “
Function of Industrial Supplier Relationships and Their Impact on Relation
Quality, ” Industrial Marketing Management, Vol. 32(2), pp. 159-169.
Walter, Achim, Thomas Ritter, and Hans Georg Gemünden (2001) “ Value Creation in
Buyer-Seller Relationships: Theoretical Considerations and Empirical Results
from a Suppliers Perspective, ” Industrial Marketing Management, Vol. 30(4),
pp. 365-377.
Webster Jr, F. E. (1992) “ The Changing Role of Marketing in the Corporation, ”
Journal of Marketing, Vol. 56(4), pp. 1-17.
Webster, F. E. and Wind, Y. (1972) “ A General Model for Understanding
Organizational Buying Behavior, ” Journal of Marketing, Vol. 36(2), pp.
12-19.
Wilson, D. T. and S. A. Jantrania (1993) “ Measuring Value in Relationship
Development, ” paper presented at the 9th IMP Conference in Baath, September,
pp. 23-25.
Woodruff, Robert B. (1997) “ Customer Value: The Next Source for Competitive
Advantage, ” Journal of the Academy of Marketing Science, Vol. 25(2), pp.
139-153.
Zeithaml, V. A. (1988) “ Consumer Perceptions of Price, Quality and Value: A
Means-End Model and Synthesis of Evidence, ” Journal of Marketing, Vol.
52(3), pp. 2-22.