臺灣博碩士論文加值系統

隨著台灣經濟的起飛，螺絲螺帽產業的崛起，帶來螺絲王國的美譽，至今台灣區螺絲螺帽之出口量仍高居世界之冠。近年來，關係行銷的觀念逐漸受到重視，對於廠商而言，是否做好關係行銷便可直接提升經營績效，這是本研究的重點。本研究以Chien＆Moutinho（2000）提出的關係行銷四個構面：效用利益、未來展望、正當形象、互惠信任，來探討關係行銷對於經營績效的影響。調查對象以螺絲工業之會員為研究母體，進行實證研究。

本研究以問卷調查方式來針對業者進行資料蒐集與研究，回收102份有效問卷，並運用因素分析及多元迴歸進行研究實證。研究結果發現關係行銷對經營績效有正面影響，分別說明如下：

一、效用利益對經營績效有正面影響，相較於其他競爭對手，實施關係行銷能提供客戶更大價值，因此願意與廠商維持長期良好的關係，對廠商經營績效有正面影響。

二、未來展望對經營績效有正面影響，原因在於反應關係交換連結中的未來預期，更能建立長期導向之顧客。

三、正當形象對經營績效有正面影響，因此建議廠商建立品牌、認證制度及擁有良好的聲譽乃是當務之急。

四、互惠信任對經營績效有正面影響，互惠是天性，本能的與顧客間建立所謂的朋友關係，同時對客戶不僅須信任，更須要承諾以及互惠信任，才能建立長久持續的良好關係，以達到經營績效提昇之目的。

Along with the economic development of Taiwan, the ‘kingdom of fasteners’ has been acclaimed due to the industry’s export volume remaining the world’s number one for many years. In recent years, the conception of relationship marketing has been gradually accepted by Taiwanese firms. However, whether firms with good relationship marketing gain higher performance?
This investigation adopts four dimensions of relationship marketing: utilities, projectability, legitimacy and reciprocity proposed by Chien＆Moutinho (2000) to test their influences on performance. Sampling was from 250 members of Taiwan Institute of Fastener Industry. The findings of the research show that utility and projectability are not significantly associated with form performance.
The results imply that firms do not care utility and future development in social and economic exchange. The results may be related to the characteristics of fastener industry which is based on standardized products. Customers therefore concern the price only. In addition, legitimacy and reciprocity are significantly associated with performance.
The results demonstrate that brand and reputation are the most favorite to customers. Meanwhile, firms concern partners’ trust and commitment in building long-term relationships. In general, the practical implication of this study suggests that only having good quality image, legitimacy and reciprocity can firms success.

謝 誌.......................................................................................................... i
中文摘要................................................................................................... ii
Abstract ....................................................................................................iii
目 錄..........................................................................................................v
表目錄..................................................................................................... vii
圖目錄...................................................................................................... ix
第一章 緒論
第一節 研究背景與動機......................................................................................1
第二節 研究目的..................................................................................................4
第三節 研究對象與範圍................................................................……………..5
第四節 研究章程與流程………………………………………………………..6
第二章 螺絲產業概況與分析
第一節 螺絲產業市場特質……………..............................................................8
第二節 螺絲產業結構與產值分析……............................................................12
第三節 螺絲產業之產銷概況............................................................................19
第四節 螺絲產業競爭分析及核心價值............................................................25
第五節 台灣螺絲工業之展望....................................................................…....29
第三章 文獻探討
第一節 關係行銷之定義....................................................................................30
第二節 關係行銷模式……………………........................................................39
第三節 經營績效………………...................................................................….51
第四章 研究方法
第一節 研究架構................................................................................................54
第二節 變數操作性定義與衡量........................................................................55
第三節 研究假設………………....................................................................…58
第四節 研究設計............................................................................................…59
第五節 統計分析方法....................................................................................…61
第五章 資料分析
第一節 基本資料分析………........................................................................…63
第二節 信度分析………................................................................................…68
第三節 因素分析………................................................................................…70
第四節 皮爾森相關分析………....................................................................…74
第五節 路徑分析………………………………………………………………75
第六章 結論與建議
第一節 研究結論............................................................................................…77
第二節 管理意涵....................................................................................…81
第三節 研究建議............................................................................................…81
第四節 研究限制與未來之研究方向............................................................…82
參考文獻
中文文獻…………………………………………………………………...…...83
英文文獻...............................................................................................………...85
附錄：問卷

壹、中文文獻
1.方世榮譯，Egan, J.原著(2002)，《關係行銷》，初版，五南圖書出版。
2.古永嘉(1996)，《企業研究方法》，第五版，華泰書局出版。
3.台灣區螺絲同業公會(2003)，「螺絲特刊」，第183 期，台北:台灣區螺絲同業公會發行 。
4.台灣區螺絲同業公會(2005)，「螺絲特刊」，第208 期，台北:台灣區螺絲同業公會發行 。
5.台灣區螺絲同業公會(1997)，「螺絲特刊」，第125 期，台北:台灣區螺絲同業公會發行 。
6.宇敏譯，2002 行銷策略，Orville C. Walker Jr., Harper W. Boyd, Jr. & Jean-Claude Larreche 原著，初版，台北: 五南書局。
7.李姿良(2002)，「家族企業轉型為企業家族之研究－以三星五金為例」，國立中山大學資訊管理學系研究所碩士論文，高雄。
8.李茂興、戴靖惠、吳偉慈譯，Swartz, A. and Iacobucci, D.原著(2002)，「服務業的行銷與管理」，初版，弘智文化事業有限公司出版，頁415-450。
9.吳仲義(2004)，理事長的話，台灣區螺絲工業同業公會。
10.吳宗益(2000)，「台灣螺絲螺帽產業資源累積與產業分化之研究」，國立中山大學企業管理研究所碩士論文。
11.吳明隆(2004)，《SPSS統計應用實務》，第二版，文魁資訊股份有限公司出版。
12.林素玲(2004)，「台灣扣件產業競爭策略探討-以三星科技股份有限公司為例」，大葉大學事業經營研究所碩士論文，彰化。
13.洪炎星(2003)，我國螺絲螺帽產業進出口概況，5月。
14.柯志強(2001)，「歐盟對台灣不�袗�螺絲螺帽課徵反傾銷稅案例之研究」，國立中山大學企業管理碩士論文，高雄。
15.金屬中心ITIS 計畫(2005)，《2005金屬製品業年鑑-螺絲螺帽篇》，高雄市：金屬工業研究發展中心。

16.邱世寬(2003)，「新產品開發之外部廠商關係與控制機制-以台灣高科技產業為例」，國立臺灣大學國際企業學研究所博士論文，台北。
17.邱貽昱(2002)，「螺絲產業對大陸投資之研究」，國立高雄第一科技大學運輸與倉儲營運系碩士論文，高雄。
18.洪源在(2003)，「台灣區扣件業者海外投資因素之研究」，國立成功大學管理學院高階管理碩士在職專班碩士論文，台南。
19.海關總稅務司署統計處(2004)，「中華民國臺灣地區出口貿易統計月報」，臺北市。
20.海關總稅務司署統計處(2004)，「中華民國臺灣地區進口貿易統計月報」，臺北市。
21. 張紹勳(2003)，「研究方法」，修訂版，滄海書局出版。
22.康竣凱(2004)，「探討華人文化特性對於關係行銷之影響－以台灣地區螺絲產業為例」，逢甲大學企業管理研究所碩士論文，台中。
23.蔡圖晉(2004)，「中小企業轉型關鍵成功因素及未來營運策略之研究--以螺絲螺帽業為例」，義守大學管理科學研究所碩士論文，高雄。
24.謝旻淵(2003)，「台灣螺絲螺帽產業發展軌跡及成型技術的創新模式之研究」，國立高雄第一科技大學機械與自動化工程所碩士論文，高雄。
25.蘇建宇(2003)，「華人顧客關係利益之探討」，元智大學企業管理研究所碩士論文，桃園。
26.蘇婉菁(2003)，「岡山區螺絲螺帽業時空間發展歷程與產銷網絡之研究」，國立高雄師範大學地理學系碩士論文，高雄。












貳、英文文獻

1.Armstrong, G. and P. Kotler (2000), “Marketing: An Introduction,” 5th ed., New Jersey: Prentice Hall.
2.Bagozzi, Richard P. (1995), “Reflections on Relationship Marketing in ConsumerMarkets, “The Journal of the Academy of Marketing Science, 23(Fall), pp.272-277.
3.Bauer, Hans H., Mark Grether, and Mark Leach, (2001), “Building Customer relations over the Internet,” Industrial Marketing Management, 31, pp. 155-163.
4.Berry, Leonard L. (1983), “Relationship Marketing in Emerging Perspectives onServices Marketing, ” L. Berry, G. L. Shostack, and G. D. Upah, eds. Chicago：Ameri- can Marketing Association, pp.25-28.
5.Berry, Leonard L and Parasuraman, A. (1991), “Marketing Service: Competing through Quality,” The Free Press, New York.
6.Bitner, Mary Jo. (1995), “Building Service Relationships: It’s all about Promises,”Journal of the Academy of Marketing Science, 23 (Fall), pp.246-251.
7.Chien, S. and Moutinho, L. (1997), “A Framework of Networking Efforts：TheMissing Part of Relationship Marketing,” Journal of Targeting, Measurement andAnalysis for Marketing, 6(1), pp.33-47.
8.Chien, S. (1999), “The External Contingency and Internal Characteristicof Relationship Marketing：In Pursuit of a Structural Explanation,”行政院國家科學委員會專題研究計畫。
9.Chien, Charles S. and Moutinho, Luiz (2000), “The External Contingency andInternal Characteristic of Relationship Marketing,” Journal of Marketing Manageme- nt, 16, pp.583-595.
10.Chien, Charles S. and Moutinho, Luiz (2004), “Beyond Relationship Marketing,” Marketing Mind Prints, edited by Philip J. Kitchen, PALGRAVE MACMILIAN,NEW YORK.
11.Christopher, M., A. Payne, and D. Ballantyne (1991), “Relationship Marketing- Bringing Quality in Customer Service and Marketing Together,” Butterworth-Heinemann Ltd.
12.Christy, Richard, Gordon Oliver and Joe Penn (1996), “Relationship Marketing in
Consumer Markets,” Journal of Marketing Management, Dec, pp.175-187.
13.Crosby, L. A., Evans, K. R. and Cowles, D. (1990), “Relationship Quality In Services
Selling：An Interpersonal Influence Perspective,” Journal of Marketing, 54, pp.68-81.
14.David Shepard Associates(1995), “The New Direct Marketing: How to Implement a Profit-Driven Database Marketing Strategy,” New York.
15.Day, G. S., and R. Wensley (1983), “Marketing theory with a strategic orientation,”Journal of Marketing , 47 (Fall), pp. 8-15.

16.Day, G.S. (2000), "Managing Market Relationship", Journal of the Academy ofMarketing Science Vol.28, pp.24-30.
17.Donaldson, Bill and O’toole, Tom (2002), “Strategic Market Relationships：From
strategy to implementation,” John Wiley & Sons, Ltd.
18.Doney, P. M. and Cannon, J. P. (1997), “ An Examination Of the Nature of Trust in
Buyer-Seller Relationships,” Journal of Marketing,.61, pp.35-51.
19.Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51(April), pp.11-27.
20.Evans, J.R. and Laskin, R.L.(1994), “The Relationship Marketing Process:：AConceptualization and Application,” Industrual Marketing Management, 23, pp.439-452.
21.Gaby Odekerken-Schröder, Wulf, Kristof De and Schumacher Patrick (2003), “Strengthe ning outcomes of retailer-consumer relationships：The dual impact of relationshipmarketing tactics and consumer personality,” Journal of Business Research, 56,
pp.177-190.
22.Garbarino Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction,Trust, and Commitment in Customer Relationships”, Journal of Marketing, 63(April),pp.70-87.
23.Grönroos, Christian (1990), “Relationship Approach to Marketing in Service Context:The Marketing and Organizational Behavior Interface,” Journal of BusinessResearch, 29, pp.3-11.
24.Grönroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing’, Marketing Decision, pp.4-20.
25.Gwinner, Kevin P., Dwayne D. Gremler and Mary Jo Bitner (1998), “Relational Benefits in Services Industries：The Customer’s Perspective,” Journal of the Academy of Marketing Science, 26(2), pp.101-114.
26.Heskett, J. L., W. Earl Sasser, Jr., and C.W. Hart (1989), Service Breakthrough, New York: The Free Press, 1989.
27.Hoyer, Wayne D. and Steven P. Brown (1990), “Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product,” Journal of Consumer Research, 17(2), pp.141-148.
28.Jackson, Barbara B.(1985),”Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships.” Lexington, MA: D.C Heath and Company.
29.Kaplan, R. S. ＆ D. P. Norton, “ The Balance Scoreboard-Measures That Drive Performance. “, Harvard Business Review, Vol.70（1）, 1992, PP. 71-79.
30.Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57(1), pp.1-22.

31.Kotler, Philip. (1991), “Philip Kotler Explores the New Marketing Paradigm, “Review, Marketing Science Institute Newsletter. Cambridge, MA (Spring), 1, pp.4-5.
32.Kolter, Philp. (1992), Marketing’s New Paradigm: What’s Really Happening Out There, Planning Review, Sep/Oct 1992, pp.51-52.
33.Kotler, Philip (1994), Marketing Management-Analysis, Planning, Implementation and Control, New Jersey：Prentice-Hall Englewood Cliffs.
34.Kotler, Philip(1996), Marketing Management: An Asian Perspective, Prentice Hall.
35.Kotler, P., Swee, M.A., Siew, M.L(1999)., Marketing Management-an Asian Perspective, Singapore, Prentice-Hall.
36.Kotler,P., Armstrong, G., Saunders, J. and Wing,V.（1999）,Principals of Marketing, 2nd European Edition. New York: Prentice Hall.
37.Lambe C. Jay, Robert E. Spekman, and Shelby D. Hunt（2000）, “Interimistic Relational Exchange: Conceptualization and Propositional Development,” Journal of the Academy of Marketing Sciences, 28（2）, pp. 212-225.
38.Lemon, Katherine N., Tiffany Barnett White, and Russell S. Winer (2002), “Dynamic Customer Relationship Management：Incorporating Future Considerations into the Service Retention Decision,” Journal of Marketing, 66(January), pp.1-14.
39.Levitt, Theodore (1983), “The Marketing Imagination,” New York: The Free Press.
40.Macneil, I. R. (1980), “The New Social Contract-An Inquiry into Modern Contractual Relations,” New Haven, CT：Yale University Press.
41.Mckenna, R. (1991), “Marketing Is Everything,”Harvard Business Review; Boston, Jan/Feb, pp.65-79.
42.McKnight, D. H., Cummings, L. L. and L. C. Norman (1998), “Initial Trust Formation in New Organization Relationship,” The Academy of Management Review, 22, pp.41-53.
43.Miller, D and P. H. Friesen (1982),“Innovation in conservative and entrepreneurial firms: Two models of strategic momentum,” Strategic Management Journal, Vol.3.Iss.1,pp.l-25.
44.Morgan, Robert M. and Hunt, Shelby D. (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, Vol.58, pp.20-38.
45.Morgan, Robert M. and Shelby D. Hunt. (1999), “Relationship-Based Competitive Advantage：The Role of Relationship Marketing in Marketing Strategy,” Journal of Business Research, 46, pp.281-290.
46.Reichheld, F.F. and Sasser, W.E., (1990), “Zero Defections：Quality Comes to Services ,” Harvard Business Review, 68, pp.105-111.
47.Shani, D. and Chalasani, S. (1992), “Exploiting Niches Using Relationship
Marketing,” The Journal of Service Marketing, 6(4), pp.43-52.


48.Smith, J. B. and Donald W. Barclay (1997), “The Effects of Organizational Difference and Trust on the Effectiveness of Selling Partner Relationships,” Journal of Marketing, 61, pp.3-21.
49.Stacey, B.(1993), The many Benefits of Relationship Marketing, Direct Marketing, September, pp：68-69.
50.Stone, M. and Woodcock, N. (1996.), “Relationship Marketing”, Kogan Page Ltd.,
51.Vavra, T. G. (1995), “Using Aftermarketing to Maintain a Customer Base,”Discount Merchandiser, New York, 35(5), pp.86-88.
52.Venkatraman, N.; Ramanujam, Vasudevan (1986).” Academy Of Management. Measurement of Business Performance in Strategy Research: A Comparison of Approaches”, The Academy Of Management Review, Mississippi State,Vol. 11, Iss. 4; pp.801-814.
53.Walters, C. G. (1978), “Consumer behavior：A integrated framework,” New York： Richard D. Irwin Inc.
54.Wilson, D.T. (1995), “An Integrated Model of Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 23(4), pp.335-345.
55.Woo, C. Y. and G. Willard (1983),“ Performance Representation in Business Research : Discussion and Recommendation, ” Paper presented at the 23rd Annual National Meetings of The Academy of Management, Dallas.
56.Wulf Kristof De, Odekerken-schröder, Gaby, and Lacobucci, Dawn (2001), “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration”, Journal of Marketing, 65(October), pp.33-50.