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研究生:李雅雯
研究生(外文):Ya-Wen Lee
論文名稱:R&D服務之買方決策反應實證研究
論文名稱(外文):An Empirical Study of Buyer''s Response Determinants for R&D Service
指導教授:周世玉周世玉引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:40
中文關鍵詞:態度忠誠信任文化市場導向關係行銷滿意度有效溝通
外文關鍵詞:Attitudinal loyaltyTrustCultural market orientationRelationship marketingSatisfactionEffective communication
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R&D service outsourcing has become a popular strategy for manufacturing firms in Taiwan in recent years. The plastic technique R&D service market, composed of public and private institutes, laboratories, as well as universities, is of flaming competition; PIDC (Plastic Industry Development Center), one of the major plastic technique R&D service providers, is facing strong pressure of customer retention. Before implementing an effective customer retention policy with limited marketing resources, PIDC is eager to know what determinants affect customers’ response, loyalty tendency and how it impacts customers’ response. In this study, based on relationship marketing theory, we add market orientation concept to form a framework that relates loyalty tendency to factors including trust in the service provider, satisfaction with the service provider, effective communication with the service provider, and buyer’s cultural market orientation. A questionnaire is designed to collect data from PIDC’s current customer companies. The path analysis will be used to verify the causal relationships between customer response variables and their determinants, and to test hypotheses developed based on the proposed framework.
ACKNOWLEDGEMENTS...................................... i
ABSTRACT..............................................ii
TABLE OF CONTENTS....................................iii
LIST OF TABLES........................................ v
LIST OF FIGURES..................................... vi
CHAPTER І INTRODUCTION............................... 1
1.1 Research Background.......................... 1
1.2 Research and Development (R&D) Outsourcing... 2
1.3 Research Motivations and Objectives.......... 3
1.4 Research Procedures.......................... 3
CHAPTER Ⅱ LITERATURE REVIEW.......................... 4
2.1 Relationship Marketing....................... 4
2.2 Buyer''s Response:Buyer’s Loyalty........... 6
2.3 Buyer’s Cultural Market Orientation......... 7
2.4 Effective Communication...................... 8
2.5 Satisfaction with the Service Provider....... 9
2.6 Trust........................................ 9
2.7 Research Hypotheses Development.............. 10
CHAPTER Ⅲ METHODOLOGY............................... 13
3.1 Conceptual Framework......................... 14
3.2 Research Design.............................. 15
3.3 Data Collection.............................. 15
3.4 Measurement.................................. 16
3.5 Data Analysis Procedures...................... 17
CHAPTER IV EMPIRICAL RESULTS......................... 20
4.1 Reliability Analysis......................... 20
4.2 Validation Analysis.......................... 21
4.3 Correlation Analysis......................... 21
4.4 The Path Analysis............................ 24
4.5 Research Hypotheses Testing.................. 25
CHAPTER V DISCUSSION AND CONCLUSIONS................. 27
5.1 Discussion................................... 27
5.2 Managerial Implications...................... 28
5.3 Research Limitation.......................... 29
5.4 Future Research Directions................... 29
REFERENCES............................................ 30
APPENDIX.............................................. 37
Questionnaire......................................... 37
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