臺灣博碩士論文加值系統

摘 要
全球市場的詭譎多變，上、下游廠商除了在利潤上的競逐外，結合成為夥伴關係更顯為重要。將雙方的關係由從競爭模式轉化為合作模式，以降低成本與提升雙方的獲利能力來增進雙方之競爭優勢。而廠商間夥伴關係、長期合作關係、資訊的交流與利益共享等都將成為建立此關係的重要因素。關係品質就是要建立、發展與維持成功關係的行銷活動，藉由信任與承諾來構建一個具彈性的平台，以迅速反應顧客需求來提高滿意度並贏得忠誠度。
本研究是以結構方程模式來驗證在食品業供應鏈系統中的製造商與通路商在交易過程中，是否會透過關係品質的提升，進而影響到滿意度與忠誠度。並以通路商的角度檢視製造商在專業知識、關係銷售行為、關係利益、信任、承諾、特定滿意度、整體滿意度、態度忠誠與行為忠誠間關係的連結，製造商透過具體的行為來展現對通路商在交易過程中的重視程度，並期望透過通路商的回饋行為來建立雙方的合作模式。本研究之實證分析結果如下：
一、銷售特質對關係品質有正向顯著之影響。
二、關係品質對滿意度有正向顯著之影響。
三、滿意度對忠誠度有正向顯著之影響。
四、關係品質對忠誠度無正向顯著之影響。
五、台灣與福建地區的通路商對銷售特質、關係品質、滿意度
與忠誠度所組成模式之構面效果具有差異。

根據實證研究結果我們得知，食品製造商在施行關係品質後，會提昇通路商的滿意度與忠誠度，此即關係品質是建立雙方友善合作關係的重要因素。其次，台灣與福建地區通路商對整體模式之差異在於滿意度對忠誠度的影響，意即兩岸的食品通路商所面臨的產業環境競爭程度不同。因此，製造商在面對不同地區的通路商時，必須先贏得通路商的信任與承諾，才能提高通路商的滿意度並獲取通路商的忠誠度，進而強化整體供應鏈之競爭強度與永續經營發展。
關鍵詞：關係品質、滿意度、忠誠度

The Effects of Relationship Quality on
Loyalty in Supply Chain System

ABSTRACT
The global market today is unpredictable and changes abruptly, although profit making is the first concern for enterprises; however, what’s even more important to them is to maintain good relationships with each other. From competitors to partners, this role transformation will not only promote profits, stimulate competitions, but also reduce prime costs. Some important factors for building a long-term relationship between enterprises are cooperation, information exchanges and benefit sharing…etc. Relationship quality is to build, develop and keep up a successful relational marketing action. Platform based on trust and commitment must be conducted for the purpose of increasing customer satisfaction and obtaining loyalty,
We constructed a structural equation model to test if relationship quality had a positive influence on satisfaction and loyalty in food-industry Supply Chain System. Questionnaires acquired from distributor were analyzed for the relationships of professional knowledge of food-industry, relational selling behaviors, relational benefit, trust, commitment, specific satisfaction, overall satisfaction, purchase loyalty and attitudinal loyalty. The results of the study indicated: (1) Characteristics of sales had a positive influence on relationship quality. (2) The relationship quality had a positive influence on satisfaction. (3) Satisfaction had a positive influence on loyalty. (4) The relationship quality had no statistically significant influence on loyalty. (5) The regions where questionnaire were retrieved had a significant influence on the structure of sales characteristics, relationship quality, satisfaction and loyalty.
In conclusion, the data recommended that the manufacturers should firstly establish good relationship quality with their distributor, which would in turn enhance their satisfaction and loyalty. Sencondly, the regions where questionnaire were retrieved showed different significant influences on the structure of sales characteristics, relationship quality, satisfaction and loyalty; whcih means, industry environmental competition would be vary from regions to regions, such as Taiwan and Fukien.
In order to promote satisfaction, loyalty and to reinforce competitive ability, manufacturers must get trusts and commitments from distributor in many different areas. Therefore, the ultimate goal of pursuing everlasting triump would be achieved successfuly.
Keywords：Relationship Quality, Satisfaction and Loyalty

目 錄
目錄 i
表目錄 iii
圖目錄 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 研究對象與範圍 4
第四節 研究限制 4
第五節 研究流程 4
第二章 文獻探討 6
第一節 關係行銷與關係品質 6
第二節 滿意度 17
第三節 忠誠度 20
第四節 影響變數間關係之探討 24
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假設之建立 30
第三節 研究變數定義與衡量 32
第四節 研究設計 37
第四章 研究結果分析 47
第一節 樣本結構之敘述統計分析 47
第二節 整體結構模式分析 57
第三節 多樣本結構方程式分析 78
第五章 結論與建議 84
第一節 研究結論 84
第二節 管理意涵 90
第三節 後續研究建議 92
參考文獻 93
附錄A 98



























表 目 錄
表2- 1 關係品質定義 13
表2- 2 關係品質組成構面 16
表2- 3 滿意度的定義 18
表2- 4 忠誠度的定義 21
表2- 5 忠誠度的構面 23
表2- 6 相關研究整理 28
表3- 2 研究假說 32
表3- 3 銷售特質之操作性定義與衡量問項 33
表3- 4 銷售特質之衡量問項 33
表3- 5 關係品質之操作性定義與衡量問項 34
表3- 6 關係品質之衡量問項 35
表3- 7 滿意度之操作性定義 35
表3- 8 滿意度之衡量問項 36
表3- 9 忠誠度之操作性定義與衡量問項 36
表3- 10 忠誠度之衡量問項 37
表3- 11 本研究問卷 38
表3- 12 測量模式之判斷標準表 41
表3- 13 測量模式之判斷標準表 45
表4- 1 問卷回收情況 47
表4- 2 台灣與福建地區之人口統計變項摘要表 49
表4- 3 特性分析摘要表 51
表4- 4 關係品質之特性分析表 52
表4- 5 滿意度之特性分析表 53
表4- 6 忠誠度之特性分析表 54
表4- 7 人口統計變項之變異數分析 56
表4- 8 銷售特質之信度分析結果 58
表4- 9 關係品質之信度分析結果 59
表4- 10 滿意度之信度分析結果 59
表4- 11 忠誠度之信度分析結果 60
表4- 12 銷售特質驗證性因素分析摘要表 62
表4- 13 關係品質驗證性因素分析摘要表 63
表4- 14 滿意度驗證性因素分析摘要表 64
表4- 15 忠誠度驗證性因素分析摘要表 65
表4- 16 銷售特質區別效度分析之摘要表 66
表4- 17 關係品質區別效度分析之摘要表 66
表4- 18 滿意度區別效度分析之摘要表 66
表4- 19 忠誠度區別效度分析之摘要表 66
表4- 20 各構面間之相關係數矩陣分析表（N＝278） 69
表4- 21 整體理論模式之結構模式分析（N＝278） 72
表4- 22 巢型模式之比較分析（N＝278） 74
表4- 23 理論結構模式之路徑係數與假設驗證（N＝278） 75
表4- 24 各構面對忠誠度的效果分析表 76
表4- 25 多樣本契合度分析模型契合度評估摘要表 78
表4- 26 多樣本結構模式分析之適配度摘要表 79
表4- 27 台灣與福建地區檢定結果摘要表 80
表4- 28 台灣與福建地區參數分析結果摘要表 81
表4- 29 多樣本結構模式對忠誠度的效果分析表-台灣 82
表4- 30 多樣本結構模式對忠誠度的效果分析表-福建 82


圖 目 錄
圖1- 1 本研究之研究流程圖 5
圖2- 1 Morgan and Hunt關鍵中間變數模型 7
圖2- 2 Crosby et al.關係品質模型 9
圖2- 3 Lagace et al.關係品質模式 9
圖3- 1 研究架構圖 29
圖3- 2 結構方程式分析步驟 43
圖4- 1 理論模式與參數結構 68
圖4- 2 整體理論結構模式之關係 76
圖4- 3 台灣地區之多樣本結構模式 83
圖4- 4 福建地區之多樣本結構模式 83

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