臺灣博碩士論文加值系統

適當的運用關係品質之概念可有效的增加消費者的忠誠度，而忠實的顧客也正是企業獲利的基石，認為關係品質包含滿意度和信任的概念，良好的關係品質可降低消費者的不確定性。此外，透過贊助商的介入，使高中籃球聯賽(簡稱HBL)和學校形象之間的三者關聯，能夠進一步的探討其影響和發展。本研究目的是以HBL球隊為研究對象，以關係品質觀點探討HBL球隊、學校形象與贊助商之連結，並以學校老師、教練、籃球聯盟組織職員、贊助商和記者為研究參與者，採用文獻分析和質性訪談法進行資料收集，深入的暸解本研究主題。研究方法包括三角檢核法、同儕檢核和成員檢核增加研究信實度。研究結果：首先，暸解HBL球隊與學校形象形塑的歷程，發現球隊源起到贊助商的加入，使得整體球隊與學校能有很大幅度的進展。接著，利用關係品質概念作為輔助理論依據，由信任、承諾和滿意三個面向做討論。最後，歸納分析三者之影響，分成展望與隱憂做討論，發現優劣之間為雙面刃，HBL聯賽的進步，與三者的連結有著重要的關聯，對於未來的發展方向有其影響。建議：本研究分成學術建議和實務建議，學術建議是希望能夠以不同的研究策略做質化之深入探討和比較，而實務上的建議則希望能夠減少三者之間的負向影響，針對球隊和學校經營的連結能夠更緊密，另外，聯盟組織訂定適切的規範，使未來發展能夠更加順利。

Adequately utilizing the concepts of relationship quality can effectively increase the customer loyalty. Furthermore, loyal customers are the beneficial basis of earning power of industries. Relationship quality also included with the concepts of satisfaction and trust. Fine relationship quality decrease the customer uncertainty. Additionally, through the intervention of sponsors, it has become a triangulation among the High School Basketball League (HBL), the schools’ images and the sponsors, plus, its impact and development are also investigated in this study. The study aimed to analyze the connections among HBL teams, schools images and sponsors based on the quality of relationship perspectives. Moreover, this study has concluded the interviews of the participants that are school teachers, coaches, staffs of basketball league, sponsor as well as reporters. The data analysis of this study are semi-structured interviews and document analysis. The analysis methods are triangulation, peer debriefing and member check in order to increase the reliability of this study. The results are; first, to understand the progress of the HBL team and school images building. Discovering the origins of the team and the later sponsors came in has made a huge progress to the whole team and the school as well. Secondly, by using the concepts of quality of relationship as the supplementary theory basis and deeply look into in trust, promises, and satisfactions these three aspects. Last, with inductive analysis on the influence of the three factors, the results leads to two sides, the outlook and potential problems. The advancement of HBL games has strong correlations with three factors mentioned above. The academic and practical suggestions are concluded. As for academic, dissimilar qualitative research strategies, a better, deeper understanding and comparison are expected in a near future. For practical part, reducing the negative affections between three factors and making the operation of the team and the school linking together. In addition, the organization of the league will be able to set the proper specifications and make the future development smoothly.

中文摘要i
英文摘要ii
謝誌iv
第壹章 　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 研究問題3
第四節 名詞釋義4
第貳章　文獻探討6
第一節 關係品質之相關研究6
第二節 學校運動代表隊與學校形象之研究9
第三節 贊助之相關研究12
第參章　研究方法15
第一節 個案研究15
第二節 研究個案與參與者16
第三節 研究設計與流程21
第四節 資料蒐集與分析24
第五節 信實度檢核27
第六節 研究倫理29
第肆章　結果與討論31
第一節 HBL球隊與學校形象塑造的歷程31
第二節 HBL球隊、學校形象與贊助商三者之關係37
第三節 HBL球隊、學校形象與贊助商三者之影響43
第伍章　結論建議與反思48
第一節 結論48
第二節 建議51
第三節 研究者反思 52
參考文獻55
附錄60
附錄一訪談大綱60
附錄二訪談同意書62
表次
表3-1 個案研究設計種類16
表3-2 松山高中歷年成績表18
表3-3 參與者個人資料表20

吳政文、陳律盛 (2012)。大學功能性品牌形象、聲望性品牌形象對學生知覺品質之影響－以元智大學為例。運動與遊憩研究，6(4)，39-57。
林鈺真 (2007)。學校體育活動的規畫與推展。國北教大體育，2，217-222。
施振典 (2005)。學校行銷策略之探討。學校行政，36，109-117。
孫朝 (2007)。企業贊助對高中籃球聯賽 (HBL) 影響之研究－以Nike為例 (未出版之碩士論文)。國立臺灣師範大學，臺北市。
程汶葦 (2009)。學校品牌發展之探討－以UCLA為例。國北教大體育，4，135-141。
張在山 (1991)。非營利事業的策略性行銷。臺北市：授學。
郭幸萍、吳綱立 (2013)。公私合夥觀點之古蹟再利用委外經營決策影響因素之研究：多群體分析。建築學報，84，141-161。
張愷勻、張同廟、宋俊逸 (2015)。服務品質、關係品質與顧客忠誠度的關聯性研究－以奇美博物館為例。休閒運動保健學報，9，36-54。
黃佑鋒 (2003)。運動賽會的媒體策略對企業贊助意願之研究：以Nike贊助HBL為例(未出版碩士論文)。臺北市立體育學院，臺北市。
黃識銘、方世榮、楊舒蜜 (2010)。品牌利益對品牌忠誠度之影響－品牌關係品質與顧客關係品質的中介效果。管理與系統，17(3)，373-402。
程紹同 (2001)。第5促銷元素。臺北市：滾石文化。
程紹同、江澤群、黃煜、陳美燕(譯)(2010)。運動行銷學。臺北市：藝軒。(Mullin, B. J., Hardy, S. & Sutton, W. A., 2007)
楊志顯 (2002)。我國大專院校運動團隊管理策略及其考量因素之研究。大專體育學刊，4(1)，35-45。
盧文平 (2005)。國民小學運動代表隊行銷活動管理之研究－以桃園縣為例 (未出版碩士論文)。國立新竹教育大學，新竹縣。
謝玉娟 (2013)。NIKE贊助高中籃球聯賽之研究 (未出版碩士論文)。國立臺台南大學，臺南縣。
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty： A contingency framework. Psychology & Marketing, 20(2), 123-138.
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85.
Arpan, L. M., Raney, A. A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications： An International Journal, 8(2), 97-113.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising research, 32(6), 6-12.
Brooks, C. (1990). Sponsorship：strictly business. Athletic Business, 14(10), 59-62.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling：an interpersonal influence perspective. Journal of Marketing, 68-81.
Crosby, J. A., Janick, J., Pecknold, P. C., Korban, S. S., O'Connor, P. A., Ries, S. M., & Voordeckers, A. (1990). Breeding apples for scab resistance： 1945–1990. Fruit Breeding and Genetics 317, 43-70.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 11-27.
Fournier, S. (1998). Consumers and their brands：Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 70-87.
Gladden, J. M., & Milne, G. R. (1999). Examining the importance of brand equity in professional sports. Sport Marketing Quarterly, 8, 21-30.
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 78-92.
Hayes, T. (2007). Delphi study of the future of marketing of higher education. Journal of Business Research, 60(9), 927-931.
Hemsley-Brown, J., & Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of Business Research, 60(9), 942-948.
Howard, D. R., & Crompton, J. L. (1995). Financing sport. Fitness Information Technology.
Keller, K. L. (2001). Building customer-based brand equity：A blueprint for creating strong brands.
Kotler, P., & Andreasen, A. R. (1996). Strategic Marketing for Nonprofit Marketing.
Kotler, P. (2003). Marketing management： Analysis, planning, implementation and control. Prentice Hall, Upper Saddle River, New Jersey, 7458, 1-107.
Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 54-65.
Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationship quality：the pharmaceutical industry. Journal of Personal Selling & Sales Management, 11(4), 39-47.
Merriam, S. B. (1998). Qualitative research and case study applications in education. San Francisco, CA：Jossey-Bass Publishers.
Mishler, E. G. (1991). Research interviewing：Context and narrative. Harvard University Press.
Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007). Perceived relationship quality and post-purchase perceived value： An integrative framework. European Journal of Marketing, 41(11/12), 1392-1422.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 20-38.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty：your secret weapon on the web. Harvard business review, 78(4), 105-113.
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services： an empirical study. European Journal of Marketing, 37(1/2), 169-196.
Schwandt, T. A. (2001). Dictionary of qualitative inquiry (2nd ed.). Thousand Oaks, CA：Sage.
Sleight, S. (1989). Sponsorship：What it is and how to use it. McGraw-Hill.
Smith, B. (1998). Buyer‐seller relationships：bonds, relationship management, and sex‐type. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 15(1), 76-92.
Treadwell, D. F., & Harrison, T. M. (1994). Conceptualizing and assessing organizational image： Model images, commitment, and communication. Communications Monographs, 61(1), 63-85.
Urban, G. L., Sultan, F., & Qualls, W. J. (2000). Placing trust at the center of your Internet strategy. MIT Sloan Management Review, 42(1), 39.
Walters, C. G., & Paul, G. W. (1970). Consumer Behavior：An Integrated Framework. Homewood, Illinois：Richard D. Irwin.
Wertz, F. J., Charmaz, K., McMullen, L. M., Josselson, R., Anderson, R., & McSpadden, E. (2011). Five ways of doing qualitative analysis. New York： The Guilford Press.
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34-50.
Wong, A., & Sohal, A. (2002). Customers' perspectives on service quality and relationship quality in retail encounters. Managing Service Quality：An International Journal, 12(6), 424-433