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研究生:林芸秀
研究生(外文):Yun-Hsiu Lin
論文名稱:公關溝通策略對關係品質之研究-以公關關係策略為干擾變數
論文名稱(外文):A Study of PR Communications Strategies on Relationship Quality-PR Relationship Strategies as Moderator Variables
指導教授:姚惠忠姚惠忠引用關係
指導教授(外文):Hui-Chung Yao
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:116
中文關鍵詞:公關策略溝通策略關係策略關係品質
外文關鍵詞:public relationship strategiescommunication strategiesrelationship strategiesrelationship quality
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:1
本研究目的主要是驗證公關公司人員運用不同的公關策略(溝通策略與關係策略),是否會對公關人員與其客戶的關係品質造成影響,進而影響到客戶對公關公司的忠誠度。本研究以問卷調查的方式針對商業週刊(第911期)所列國內服務業1000大為母體,以設有公關部門或具公關職能單位,並將公關活動委外給公關公司人員來策劃、執行的企業人員為研究對象進行資料收集,共回收有效問卷118份,回收率為38.1%。
依相關文獻探討,本研究自變項為公關策略,包含溝通策略與關係策略二構面;中介變項為關係品質,包含顧客滿意、關係承諾、信任三構面;依變項為客戶忠誠度。資料分析方法採用信效度檢定、差異檢定、相關分析、迴歸分析以及階層迴歸分析分別驗證本研究理論架構所提出之假說。
研究結果發現,公關人員運用專業知識、互動強度、合作意願及人情平行往來等策略會影響其與客戶之關係品質。且關係品質在專業知識、互動強度及人情平行往來等策略與客戶忠誠度之間具有中介效果。此外,人情操縱策略在「專業知識對關係品質之影響」以及「合作意願對關係品質之影響」中,具有干擾效果。
The main purpose for this research is to verify the public relation practitioners whether they would affect the relationship quality to the customers by using various public relationship strategies (includes communication strategies and relationship strategies), and the influence customer loyalty. This research is based on the survey of the 1,000 enterprises on top of all companies that have public relation department or the department as of the same function, provided from Business Weekly (Vol. 911) to be as the population in this re-search. The survey was given to the people who are responsible for the public relation af-fairs and they depend on outsourcing public relation practitioners to deploy and execute the public relation activities, there are 118 valid questionnaires in this research with a 38.1% response rate.
According to literature review, the public relation strategies in this research can be seen as the independent variables, also, the relationships quality and the customer loyalty can be seen as the mediating variables and dependant variables respectively. Public relation includes communication strategies and relationship strategies. Relationships quality in-cludes satisfy, commitment and trust. This study utilized the reliability analysis, validity analysis, independent-samples T test, one-way ANOVA, correlation analysis, regression analysis and hierarchical regression analysis in order to prove the hypothesis proposed in the theoretical structure in this research.
We observe the results from this research that the public relation practitioners who using the strategies such as expertise, contact intensity, cooperative intentions and symmetrical interpersonal relationships will affect the relationship quality between the public relation practitioners and customers. The relationship quality plays a significant role as a medium between the expertise and customer loyalty, contact intensity and customer loyalty, symmetrical interpersonal relationships and customer loyalty. And we also find out that there would be interferences in "the affection for expertise to relationship quality" and "the affection for cooperative intentions to relationship quality" while we manipulating the asymmetrical interpersonal relationships strategies.
內容目錄
中文摘要 ........................iii
英文摘要 ........................iv
誌謝辭 ........................vi
內容目錄 ........................vii
表目錄  ........................ix
圖目錄  ........................xi
第一章  緒論....................1
  第一節  研究背景................1
  第二節  研究動機與目的.............3
第二章  文獻探討..................6
  第一節  公共關係策略..............6
  第二節  關係品質................21
  第三節  顧客忠誠度...............29
  第四節  公關策略與關係品質之關係........32
  第五節  關係品質與客戶忠誠度之關係.......37
  第六節  關係品質中介變數之探討.........39
第三章  研究方法..................41
  第一節  研究架構................41
  第二節  研究假設................42
  第三節  研究變數的定義與衡量..........44
  第四節  研究設計................52
  第五節  資料分析方法..............54
第四章  實證研究結果與分析.............58
  第一節  問卷之信度與效度檢定..........58
  第二節  差異檢定................63
  第三節  研究變項之相關分析...........71
  第四節  假設驗證及分析.............73
  第五節  假說驗證................83
第五章  結論與建議.................85
  第一節  結論..................85
  第二節  管理意涵................89
  第三節  研究限制與未來研究建議.........91
參考文獻 ......................93
附錄A  研究問卷...................112

表目錄
表 2-1 公關策略衡量指標彙整表..............11
表 2-2 關係品質衡量指標彙整表..............25
表 2-3 顧客忠誠度衡量指標彙整表.............32
表 3-1 專業知識之操作性定義與衡量題項..........45
表 3-2 互動強度之操作性定義與衡量題項..........45
表 3-3 合作意願之操作性定義與衡量題項..........46
表 3-4 人情平行往來之操作性定義與衡量題項........47
表 3-5 人情操縱之操作性定義與衡量題項..........48
表 3-6 客戶滿意之操作性定義與衡量題項..........49
表 3-7 關係承諾之操作性定義與衡量題項..........50
表 3-8 信任之操作性定義與衡量題項............50
表 3-9 客戶忠誠度之操作性定義與衡量題項.........52
表 4-1 溝通策略因素分析.................59
表 4-2 關係策略因素分析.................60
表 4-3 關係品質因素分析.................61
表 4-4 忠誠度因素分析..................62
表 4-5 研究變數之信度分析................63
表 4-6 是否曾出國留學對各變項之檢定...........64
表 4-7 公關部門是否獨立對各變項之檢定..........65
表 4-8 是否受過公關專業訓練對各變項之檢定........66
表 4-9 訓練時間對各變項之ANOVA檢定...........67
表 4-10 訓練時間對「人情平行往來」之多重比較分析.....68
表 4-11 教育程度對各變項之ANOVA檢定...........69
表 4-12 不同教育程度對「滿意」之多重比較分析.......70
表 4-13 不同教育程度對「信任」之多重比較分析.......70
表 4-14 不同教育程度對「忠誠度」之多重比較分析......71
表 4-15 研究變項之相關分析表...............73
表 4-16 溝通策略對關係品質之迴歸結果...........74
表 4-17 溝通策略之子構面對關係品質之迴歸結果.......74
表 4-18 關係策略對關係品質之迴歸結果...........75
表 4-19 關係策略之子構面對關係品質之迴歸結果.......75
表 4-20 關係品質對客戶忠誠度之迴歸結果..........76
表 4-21 溝通策略對客戶忠誠度之迴歸結果..........76
表 4-22 溝通策略子構面對客戶忠誠度之迴歸結果.......77
表 4-23 關係策略對客戶忠誠度之迴歸結果..........77
表 4-24 關係策略之子構面對客戶忠誠度之迴歸結果......78
表 4-25 關係品質對溝通策略與客戶忠誠度關係中介分析....79
表 4-26 關係品質在溝通策略子構面對客戶忠誠度之關係的中介分析80
表 4-27 關係品質在人情平行往來策略與客戶忠誠度之關係的中介分析81
表 4-28 人情操縱對溝通策略與關係品質之關係的干擾效果...83
表 4-29 研究發現與研究假說之對照表............84

圖目錄
圖 2-1 公關策略分類圖..................9
圖 2-2 不同象限下應考慮的公關策略構面..........10
圖 2-3 溝通方格.....................13
圖 2-4 人脈/ 人情策略分類圖...............20
圖 3-1 研究前概念性架構.................42
圖 4-1 研究後架構....................82
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