跳到主要內容

臺灣博碩士論文加值系統

(18.97.9.172) 您好!臺灣時間:2025/02/14 02:54
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:邱渝媗
研究生(外文):Yu-Hsuan Chiu
論文名稱:船公司關係行銷對關係品質與行銷績效影響之研究
論文名稱(外文):A Study of the Effects of Relationship Marketing on Relationship Quality and Marketing Performance of Shipping Company
指導教授:梁金樹梁金樹引用關係
指導教授(外文):Gin-Shuh Liang
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:101
中文關鍵詞:關係行銷行銷績效海運承攬運送業者信任
外文關鍵詞:relationship marketingmarketing performanceocean freight forwardertrust
相關次數:
  • 被引用被引用:7
  • 點閱點閱:361
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
在全球營運環境的快速變遷下,海運業正處在競爭激烈的經營環境,船公司已無法如過去只著重航線的規劃就可以在市場上佔有一席之地。而是必須能掌握市場的變動、了解顧客的需求,才能在企業既有的優勢下成功的掌握顧客,達到永續經營的目標。海運業是一種服務業所以業者如何提供高品質的服務並利用不同的關係行銷組合來滿足目標客戶群,以提升本身的競爭優勢,乃是當前海運業的一項重要課題。近年來,海運業競爭激烈,船公司與海運承攬運送業之間的關係也朝向共生共榮的趨勢發展,且夥伴間爲維繫長期合作關係必須相互依賴對方所提供的產品服務及資訊,以維持長期的合作關係。在此趨勢下,若船公司能加強與海運承攬運送業者間的關係,以強化海運承攬運送業對船公司的忠誠度,必然對船公司本身的競爭優勢及利潤有很大的助益。

本研究的對象是與船公司進行交易的海運承攬運送業,所採用的是結構式問卷,以郵寄問卷的方式進行資料蒐集,資料分析方法有:敘述統計、信度分析、效度分析、相關分析及層級迴歸分析等。經過相關分析與層級迴歸分析後,研究結果發現,海運承攬運送業者對船公司是否會在需要時提供協助對行銷績效之影響最大,而在船公司實行關係行銷後會使海運承攬運送業者對其之信任程度增加,且海運承攬運送業者對其之信任感覺對其之行銷績效也呈現顯著之正向關係,顯示信任在關係行銷中扮演非常重要之角色。
Due to rapid change of global business environment, the marine shipping industry faces harsh and severe challenges today, and a shipping company can no longer operate its business merely relying on shipping routes planning as it used to be. To successfully manage the customer relationship and sustain the business operation, it is imperative that a shipping company identifies and responds to customers’ need and closely monitors the market trends. Being also in the service industry, how a business operator provides high-quality services to and utilizes various relationship-marketing compositions on target customers to leverage its advantages has become a major subject of the industry. Given the fierce competition in the marine shipping business in recent years, the shipping companies and ocean freight forwarders have developed an interdependent relationship, as they have to rely on the products, services and information of each other as partners to maintain a long-term cooperation. Accordingly, it would greatly improve the advantages and increase the profits of a shipping company if the shipping company can strengthen its tie with the ocean freight forwarders.

This research was focused on the ocean freight forwarders dealing with the shipping companies. The study adopted a structural questionnaire and the data were collected by mail. The methods of analysis include descriptive statistics, reliability analysis, validity analysis, correlation analysis and hierarchy regression analysis. Based on the correlation analysis and hierarchy regression analysis, whether a shipping company can provide adequate assistance when required has the greatest impact on the marketing performance of the ocean freight forwarders. Furthermore, the ocean freight forwarders’ level of trust on the shipping company would increase after the shipping company adopts relationship marketing, and the ocean freight forwarders’ faith in the shipping company has a significant positive indication on the marketing performance of the forwards. These studies show that trust obviously plays a very important part in the relationship marketing.
目 錄

謝 辭 ……………………………………………………………… ⅰ
摘 要 ……………………………………………………………… ⅱ
英文摘要 ……………………………………………………………… ⅲ
目 錄 ……………………………………………………………… ⅴ
表目錄 ……………………………………………………………… ⅶ
圖目錄 ……………………………………………………………… ⅸ

第一章 緒論 …………………………………………………………… 1
1.1 研究背景 ……………………………………………………… 1
1.2 研究動機 ……………………………………………………… 3 1.3 研究目的 ……………………………………………………… 5
1.4 研究流程 ……………………………………………………… 6
1.5 章節架構 ……………………………………………………… 7
第二章 文獻探討 ……………………………………………………… 8
2.1 關係行銷之相關文獻探討 …………………………………… 8
2.2 關係品質之相關文獻探討 …………………………………… 21
2.3 行銷績效之相關文獻探討 …………………………………… 30
第三章 研究設計 ……………………………………………………… 38
3.1 研究觀念性架構 ……………………………………………… 38
3.2 研究變項之定義與衡量 ……………………………………… 39
3.3 研究假說 ……………………………………………………… 43
3.4 問卷設計 ……………………………………………………… 47
3.5 研究對象與資料蒐集 ………………………………………… 48
3.6 資料分析方法 ………………………………………………… 49
第四章 研究結果 ……………………………………………………… 51
4.1 信度與效度分析 ……………………………………………… 51
4.2 樣本資料分析 ………………………………………………… 53
4.3 研究假說之驗證結果 ………………………………………… 57
第五章 結論與建議 …………………………………………………… 71
5.1 結論 …………………………………………………………… 71
5.2 行銷實務之建議 ……………………………………………… 74
5.3 研究限制 ……………………………………………………… 76
5.4 對未來研究之建議 …………………………………………… 77

參考文獻 ……………………………………………………………… 78
中文部分 …………………………………………………………… 78
英文部分 …………………………………………………………… 80
附錄:研究問卷 ……………………………………………………… 87










表 目 錄

表2.1 交易行銷與關係行銷之比較 ………………………………… 13
表2.2 交易行銷與關係行銷之差異 ………………………………… 14
表2.3 關係行銷之國內相關文獻 …………………………………… 15
表2.4 國外學者對關係行銷研究的相關文獻 ……………………… 18
表3.1 問卷衡量題號 ………………………………………………… 47
表3.2 問卷回收統計表 ……………………………………………… 48
表4.1 本文各構面之信度 …………………………………………… 51
表4.2 船公司與海運承攬運送業者之往來持續時間 ……………… 53
表4.3 平均每月主要往來船公司交易次數分配表 ………………… 54
表4.4 平均每月與主要往來船公司交易金額分配表 ……………… 54
表4.5 公司成立時間分配表 ………………………………………… 55
表4.6 員工人數分配表 ……………………………………………… 56
表4.7 公司資本額分配表 …………………………………………… 56
表4.8 研究變項之相關係數 ………………………………………… 58
表4.9 關係行銷對信任之迴歸分析 ………………………………… 59
表4.10 信任對行銷績效之迴歸分析 ………………………………… 60
表4.11 信任對行銷績效細項之迴歸分析 …………………………… 61
表4.12 關係行銷對行銷績效之迴歸分析 …………………………… 63
表4.13.1 關係行銷各細項對行銷績效細項再度合作意願之迴歸分析 64
表4.13.2 關係行銷各細項對行銷績效細項衍生行為之迴歸分析 … 64
表4.14 關係品質之中介效果分析 …………………………………… 65
表4.15.1 關係行銷各細項透過關係品質之中介效果對行銷績效細項
再度合作意願影響分析 …………………………………… 67

表4.15.2 關係行銷各細項透過關係品質之中介效果對行銷績效細
項衍生行為影響分析 ……………………………………… 68
表4.16 假說檢定結果總覽 …………………………………………… 69






























圖 目 錄

圖1.1 研究流程圖 …………………………………………………… 6
圖2.1 關係品質模式1 ……………………………………………… 22
圖2.2 關係品質模式2 ……………………………………………… 24
圖3.1 研究觀念性架構 ……………………………………………… 38
中文部分

方世榮(2002),「關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究」,管理學報,第十九卷,第六期。
林文寶(2002),「關係品質與行銷績效關聯性之研究」,企業管理學報,第55期。
林星聖(2001),「壽險產業關係行銷之研究-「承諾-信任」理論之應用」,國立交通大學碩士論文。
吳青松(1998),「現代行銷學-國際性視野」,初版,台北,吳青松發行,智勝文化事業公司總經銷。
洪順慶(2001),「增加顧客參與以提升服務品質」,突破雜誌,1月,20-23頁
洪順慶(2001),「服務與關係行銷-權利與利益」,突破雜誌,2月,19-21頁。
洪順慶(2001),「多重層次的服務業關係行銷」,突破雜誌,3月,16-19頁。
洪嘉鴻(2004),「關係行銷對航空公司貨運業務行銷績效影響之研究」,國立台灣海洋大學碩士論文。
邵琳(1997),「行銷通路成員信任-承諾模式之研究:台灣汽車產業之實證」,私立銘傳管理學院碩士論文。
黃俊英、林震岩(1997),「SAS精析與實例」,華泰書局,台北市。
黃仲龍(1996),「從關係行銷的觀點探討經銷商與客戶之間的關係-以大台中汽車產業為例」,私立東海大學碩士論文。
陳康莊(2003),「關係品質與忠誠度關係之研究-以中華電信公司ADSL顧客為例」,國立交通大學碩士論文。
董景福(2001),「國際運輸服務業關係品質、服務構面與服務價值關係之研究」,國立中山大學碩士論文。
詹雅玲(2002),「海運承攬運送業關係行銷之研究-「承諾-信任理論」之應用」,國立台灣海洋大學碩士論文。
賴昭伶(2000),「航空客運業者關係行銷與行銷績效相關之研究」,國立台灣海洋大學碩士論文。
劉美雲(2004),「關係品質與顧客忠誠度的關係以C醫療機構附設健康檢查中心為例」,私立長庚大學碩士論文。
戴雨蘋(1999),「從關係行銷之觀點探討買賣雙方關係-台灣地區半導體產業之實證研究」,國立中正大學碩士論文。
謝岫雲(2000),「會員制俱樂部關係行銷之研究-KMV模式之應用」,私立中國文化大學碩士論文。
顧正懿(1995),「滿意度、顧客忠誠度關係之研究-以台灣地區汽車經銷商為例」,國立中正大學碩士論文。

英文部分

Anderson, James C. & Narus, James A.(1990), A Model of Distributor Firm and Manufacturer Firm Working Partnerships, Journal of Marketing, Vol. 54, No. 1, April, pp. 45-58.
Bendapudi, N. & Berry, L. L.(1997), Customer Motivations for Maintaining Relationships with Service Provider, Journal of Retailing, Vol. 73, No. 1, Spring, pp.15-37.
Berry, Leonard L.(1983), Relationship Marketing, in Emerging Perspectives on Services Marketing, L .L. Berry, G. L. Shostack and G. D. Upah, eds. Chicago: American Marketing Association, pp. 25-28.
Berry, Leonard L. & Parasuramman, A.(1991), Marketing Services-Competing Through Quality, New York, The Free Press/Lexington Books, Lexington, MA.
Bejou, D., Barry, Wray & Thomas, Ingram N.(1996), Determinants of Relationship Quality: An Artifitial Neural Nerwork Analysis, Journal of Business Research, Vol.36, pp. 137-143.
Bitner, Mary Jo(1995), Building Service Relationship: It’s All About Promises, Journal of the Academy of Marketing Science, No. 4, pp. 246-251.
Bettencourt, L. A.(1997), Customer Voluntary Performance: Customers as Partners in Service Delivery, Journal of Retailing, Vol. 73, No. 3, pp. 383-406.
Brown, George H.(1952), Brand loyalty-fact or fiction ?, Advertisng Age, Vol. 23, June, pp. 45-55.
Bowen, J.T. & Shoemarker, S.(1998), Loyalty:A strategic commitment, Cornell Hotel and Restaurant Administration Quarterly, pp. 12-25.
Buchanan, L.(1992), Vertical Trade Relationships: The Role of Dependence and Symmetry in Attaining Organizational Goals, Journal of Marketing Research, Vol. 29, February, 65-75.
Charlton, P. & Ehrenberg, Andrew S. C.(1976), An Experiment in Brand Choice, Journal of Marketing Research, Vol.13, May, pp. 152-160.
Copulsky, Jonathan R. & Wolf, Michael J.(1990), Relationship Marketing: Positioning for the Future, Journal of Business Strategy, July/August, pp.16-20.
Christopher, M., Payne, A. & Ballantyne, D.(1991), Relationship Marketing-Bringing Quality, Customer Service and Marketing Together, Butterworth-Heinemann Ltd, pp. 9.
Christy, Richard, Oliver, Gordon & Penn, Joe(1996), Relationship Marketing in Consumer Markets, Journal of Marketing Management, Vol. 12, December, pp. 175-187.
Crosby, Lawrence A, Kenneth, Evans R. & Deborah, Cowles(1990), Relationship Quality in Service Selling: An Interpersonal Influence Perspective, Journal of Marketing, Vol. 54, July, 68-81.
Cunningham, Ross M.(1956), Brand Loyalty-What, Where, How Much ?, Harvard Business Review, Jan., pp. 116-128.f
Cunningham, Scott M.(1967), Perceived Risk and Brand Loyalty, In D. Cox, ed., Risk Taking and Information Handling in Consumer Be-havior, Boston: Harvard University Press, pp. 507-523.
Day, George S.(1969), A Two Dimensional Concept of Brand Loyalty, Journal of Advertising Research, Vol. 9, pp. 29-35.
Dick, Alan S. & Basu, Kunal(1994), Consumer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99-113.
Dupont, R.(1998), Relationship Marketing: A Strategy for Consumer-Owned Utilities in a Restructured Industry, Management Quarterly, pp. 11-16.
Robert, Dwyer F., Schurr, Paul H. & Sejo., Oh(1987), Developing Buyer-Seller Relationships, Journal of Marketing, Vol. 51, April, pp.11-27.
Evans, J.R. & Laskin, R.L.(1994), The Relationship Marketing Process: A Conceptualization and Application, Industrial Marketing Management, Vol. 23,
pp. 439-452.
Gummesson, Evert(1998), Implementation Requires a Relationship Marketing Paradigm, Journal of the Academy of Marketing Science, Vol. 26(3), pp. 242-249.
Fornell, C. & John, Michael D.(1991), A Framework for Comparing Customer Satisfacion Across Individual and Public Categories, Journal of Economic Psychology, Vol.12, pp. 267-286.
Ganesan, Shanker(1994), Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, Vol. 58, No. 1, April, pp. 1-19.
Garbarino, Ellen & Johnson, Mark S.(1999), The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, Vol. 63, Iss. 2, April, pp. 70-87.
Gronroos, Christian(1990), Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface, Journal of Business Research, January, Vol.20, pp. 3-12.
Gronroos, Christian(1994), From Marketing Mix to Relationship Marketing: Toward a Paradigm Shift in Marketing, Management Decision, Vol. 29, No. 1, pp. 4-32.
Griffin, Jill(1996), The Internet’s Expanding Role in Building Customer Loyalty, Direct Marketing, Vol. 59, No. 7, pp. 50-54.
Gruen, Thomas W., John O. Summers & Frank Acito(2000), Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations, Journal of Marketing, Vol. 64, No. 3, pp. 34-50.
Guest, Lester P.(1964), Last VS. Usual Purchase Questions, Journal of Applied Psychology, Vol. 39, pp. 405-408.
Gundlach, Gregory T. & Murphy, Patrick E.(1993), Ethical and Legal Foundations of Relational Marketing Exchanges, Journal of Marketing, October, Vol. 57, pp. 35-46.
Heide, Jan B.(1994), Interorganizational Governance in Marketing Channel, Journal of Marketing, Vol. 58, No. 1, pp. 71-86.
Holmlund, M. & Kock, S.(1996), Relationship Marketing: The Importance of Customer-Perceived Service Quality in Retail Banking, The Service Industries Journal, London, Vol. 16, No.3, July, pp. 287-304.
Jackson, B. B.(1985), Build Customer Relationship That Last, Havard Business Review, Nov./Dec., pp. 102-128.
Jacoby, Jacob & Olson, Jerry C.(1970), An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research, Consumer Psychology, No. 159.
Jacoby, Jacob & Chestnut, Robert W.(1978), Brand Loyalty: Measurement and Management, New York: John Wiley and Sons, Inc.
Jarvis, Lance P. & Wilcox, James B., Repeat Purchasing Behavior and Attitudinal Brand Loyalty: Additional Evidence, In Marketing: 1776-1976 and Beyond, Edited by K. L. Bernhardt, AMA, pp. 151-152.
Jones, Thomas O. & Earl Sasser Jr W.(1995), Why Satisfied Customers Defect, Harvard Business Review, November/December, pp. 89-99.
Keaveney, Susan M.(1995), Customer Switching Behavior in service Indutries: An Exploratory Study, Journal of Marketing, Vol. 59, No.2, pp. 71-82.
Kotler, Philip(1992), Marketing’s New Paradigm: What’s Really Happening Out There, Planning Review, Vol. 20, Sep/Oct, pp. 51-52.
Kotler, Philip(1994), Marketing Management: Analysis, Planning, Implementation, and Control, New Jersey: Prentice-Hall, 8th ed., Englewood Cliffs,.
Kotler, Philip(2000), Marketing Management: Analysis, Planning , Implementation and Control, 10th ed, Prentice-Hall, Inc.
Kumar, N., Stern, L. W. & Achrol, R. S.(1992), Assessing Reseller Performance From the Perspective of the Supplier, Journal of Marketing Reseach, Vol. XXIX, May, pp. 238-253.
Kummar N., Scheer, L. K. & Steenkamp, E. M.(1995), The Effects of Supplier Fairness on Vulnerable Reseller, Journal of Marketing Research, Vol. 32, February, pp. 55-65.
Lagace, R., R. Dahlstrom & Grassenheimer, J. B.(1991), The Relvance of Ethical Salesperson Behavior on Relationship Quality, Journal of Personal Selling and Sales Management, Vol.11, No.4, pp. 39-47.
Lee, J. & Kim, Y.(1999), Effect of Partnership Quality on Is Outsourcing Success: Conceptual Framework and Empirical Validation, Journal of Management Information Systems, Vol. 15, No. 4, Spring, pp. 29-61.
Levitt, Theodore(1986), The Marketing Imagination, New York: The Free Press.
Lewin, J. E. & Johnston, W. J.(1997), Relationship Marketing Theory in Practice: A Case Study, Journal of Business Research, New York, Vol. 39, No.1, pp. 23-31.
Lipstein, Benjamin(1959), The Dynamics of Brand Loyalty and Brand Switching, Proceedings, Fifth Annual Conference of the Advertising Research Foundation, New York.
Moore, K. R.(1998), Trust and Relationship Commitment in Logistics Alliances: A Buyer Perspective, International Journal of Purchasing, Vol. 34, Winter, pp. 24-37.
Moorman, Christine, Rohit, Deshpande & Gerald, Zaltman(1992), Relationships Between Providers and Users of Market Research:The Dynamics of Trust Within and Between Organizations, Journal of Marketing Research, Vol.XXIX, Augest, pp. 314-328.
Moorman, Christine, Rohit, Deshpande & Gerald, Zaltman(1993), Factors Affecting Trust in Market Relationships, Journal of Marketing, January, Vol. 57, pp. 81-101.
Morgan, Robert M. & Hunt, Shelby D.(1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, July, Vol. 58, No. 3, pp. 20-38.
Monroe, Kent B. & Guiltinan, Joseph P.(1975), A Path Analytic Explo-ration of Retail Patronage Influence, Journal of Consumer Research, Vol. 2, pp. 19-28.
Newman, Joseph W. & Werbel, Richard A.(1973), Multivariate Analysis of Brand Loyalty for Major Household Appliances, Journal of Marketing Research, Vol. 10, pp. 404-409.
Oliver, Richard L.(1999), Whence Consumer Loyalty? Journal of Marketing, Vol. 63, pp. 33-44.
Selnes, Fred(1993), An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, Europen Journal of Marketing, Vol. 27, pp. 19-35.
Shani, D. & Chalasani, S.(1992), Exploiting Niches Using Relationship Marketing, Journal of Consumer marketing, Summer, 9, No. 3, pp. 33-42.
Sheth, J. N. & Parvatiyar, A.(1995), Relation Markeing in Consumer Markets: Antecedents and Consequences, Journal of the Academy of the Marketing Science, Vol. 23, No. 4, pp. 255-271.
Smith, J. B. & Barclay, D. W.(1997), The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationship, Journal of Marketing, Vol.61, pp. 3-21.
Smith, B.(1998), Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type, Canadian Journal of Administrative Sciences, Vol. 15, No. 1, pp. 76-92.
Warrington, T. B., Abgrab, N. J. & Caldwell, H. M.(2000), Building Trust to Develop Competitive Advantage in E-Business Relationships, Competitive Review, Vol. 10, No. 2, pp. 160-168.
Williamson, Oliver E.(1979), Transaction Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, Vol. 22, pp. 3021.
Wilson, David T.(1995), An Integrated Model of Buyer-Seller Relationships, Journal of the Academy of Marketing Science, Vol. 23, No.4, pp. 335-345.
Wray, Barry, Palmer, Adrian & Bejou, David(1994), Using Neural Network Analysis to Evaluate Buyer-Seller Relationships, European journal of Marketing, Vol. 28, No. 10, pp. 32-48.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
1. 2. 朱仁星,〈鏡與鑑〉,《故宮文物月刊》,台北:故宮,第1卷第6期,1983年
2. 4. 祝重壽,〈談中國聯珠紋錦的分期與產地問題〉,《故宮文物月刊》,台北:故宮,第9卷第12期,1992年
3. 5. 索允明(潛齋),〈漆園偶摭〉,《故宮文物月刊》,台北:故宮,第7卷第10期,1990年
4. 10. 劉良佑,〈唐代陶瓷紋飾與造型的一般面貌〉,《故宮文物月刊》,台北: 故宮,第5卷第3期,1988年
5. 11. 劉萬航,〈平脫與螺鈿〉,《故宮文物月刊》,台北:故宮,第3卷第2期,1985年
6. 12. 譚前學,〈兼容並蓄:唐代金銀器中的外來影響〉,《故宮文物月刊》,台 北:故宮,第21卷第4期,2003年
7. 13. 張文玲,〈唐代金銀器上的幾個西域紋飾〉,《故宮文物月刊》,台北:故宮,第20卷第10期,2002年
8. 14. 譚前學,〈鸚鵡紋提梁銀罐與盛唐氣象〉,《故宮文物月刊》,台北:故宮,第20卷第2期,2001年
9. 15. 鄭慧妮,〈從唐代繪畫與陶俑看婦女「衣胡服,著男裝」〉,《故宮文物月刊》,台北:故宮,第20卷第4期,2001年
10. 方世榮(2002),「關係價值、關係品質與忠誠度之探討-零售銀行業的實證研究」,管理學報,第十九卷,第六期。
11. 林文寶(2002),「關係品質與行銷績效關聯性之研究」,企業管理學報,第55期。
12. 洪順慶(2001),「增加顧客參與以提升服務品質」,突破雜誌,1月,20-23頁
13. 洪順慶(2001),「服務與關係行銷-權利與利益」,突破雜誌,2月,19-21頁。
14. 洪順慶(2001),「多重層次的服務業關係行銷」,突破雜誌,3月,16-19頁。