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研究生:洪佳慧
研究生(外文):Jia-huei Hung
論文名稱:人際互動、關係連結對關係品質的影響-關係傾向為干擾效果
論文名稱(外文):The impacts of Interpersonal interaction and relationship bonds on relationship quality-The Moderating effect of relationship proneness
指導教授:洪光宗洪光宗引用關係
指導教授(外文):Guang-Chu Hung
學位類別:碩士
校院名稱:世新大學
系所名稱:企業管理研究所(含碩專班)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:91
中文關鍵詞:關係行銷人際互動關係連結關係品質關係傾向
外文關鍵詞:Relationship marketinginterpersonal interactionrelationship bondsrelationship qualityrelationship proneness
相關次數:
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隨著服務業經濟活動的成長、面臨的市場競爭愈趨激烈;因此,業者透過
關係行銷活動與顧客建立良好的關係品質、獲得顧客喜愛,進而提升忠誠度。本研究將關係行銷的規劃分為「人際互動」與「關係連結」兩部分,探討其對於關係品質之影響,並納入顧客本身的「關係傾向」作為干擾變數。採用2(人際互動)× 2(關係連結)的受試者間實驗設計,加上干擾變項與依變項的問卷量表,進行正式施測。
  研究結果顯示:1.人際互動強的情境下會產生較高的關係品質;關係連結對關係品質有顯著影響,在社會性連結下會產生較高的關係品質。2.人際互動與關係連結具有顯著交互效果,其中「人際互動強與社會性連結的組合方式」所產生的關係品質分數最高。「人際互動強與財務性連結」、「人際互動弱與財務性連結」最低。3.關係傾向高的顧客,在人際互動強的情境中,產生較高的關係品質。
With the growth of service economic activities, the competition in market is more intense. Thus, we can build good relationship quality, win the love of customer by relationship marketing activities, and then promote the customer loyalty. This study separate relationship marketing programs for two parts, interpersonal interaction and relationship bonds, and to explore its’ effect on relationship quality. The research adopts 2(interpersonal interaction)* 2(relationship bonds) within- subject experimental design. Besides, we use the questionnaire in Likert 5 Quality scale to measure the strength of customers’ feeling of relationship quality and the degree of customers’ proneness.
The result presents as follow
1.With strong interpersonal interaction, the relationship quality is higher. With social bonds, the relationship quality is higher.
2 The interpersonal interaction and relationship bonds have interaction effects.
3.the customer with higher relationship proneness have higher relationship quality in strong interpersonal interaction.
第一章、緒論
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究範圍 3
第四節、研究流程 4
第二章、文獻探討
第一節、關係行銷 5
第二節、人際互動 9
第三節、關係連結 18
第四節、關係品質 20
第五節、關係傾向 24
第六節、假設推論 25
第三章、研究方法
第一節、研究架構 28
第二節、研究設計 29
第三節、變數之操作與衡量方式 34
第四節、問卷發放 37
第四章、資料分析與假設檢定
第一節、資料分析 38
第二節、假設檢定分析 41


第五章、結論與建議
第一節、實證結果 49
第二節、研究發現與討論 51
第三節、管理意涵 53
第四節、研究限制與建議 54
參考文獻 56
附錄一、 人際互動屬性(前測一) 66
附錄二、關係連結屬性(前測二) 68
附錄三、正式問卷 69

















表次
頁次
表1-1 國內生產毛額分配比重 1
表1-2 國內生產毛額對經濟成長之貢獻 1
表2-1 關係行銷對顧客的利益 8
表2-2 人際互動的強弱劃分彙整表 17
表3-1 本研究之實驗設計情境 30
表3-2受試者評估自行車行人際互動之屬性 31
表3-3 人際互動評分之描述性統計 32
表3-4受試者評估關係連結之屬性分類 33
表3-5 關係品質的定義與衡量問項 35
表3-6 關係傾向的定義與衡量問項 36
表4-1 問卷各題項α係數之信度 38
表4-2 各組情境有效樣本數 39
表4-3 變異數的同質性檢定 39
表4-5 三因子變異數分析的交互作用表 41
表4-6 人際互動對關係品質的影響效果 42
表4-7 關係連結對對關係品質的影響效果 43
表4-8關係品質在人際互動與關係連結下的單純主要效果驗證 44
表4-9 關係傾向對關係品質影響的平均數比較-在人際互動強的情境 46
表4-10關係傾向對關係品質影響的干擾效果-在人際互動強的情境 46
表4- 11關係傾向對關係品質影響的平均數比較-在人際互動弱的情境 47
表4-12關係傾向對關係品質影響的干擾效果-在人際互動弱的情境 47


圖次
頁次
圖1-1. 研究流程圖 4
圖2-1 相互依賴理論 10
圖2-2 關係發展六階段 11
圖2-3 社會滲透與人際關係發展 13
圖2-4 自我揭露與人際關係的發展 14
圖3-1 研究架構圖 28
圖4-1人際互動的單純主要效果圖 45
圖4-2關係連結的單純主要效果圖 45
圖4-3關係傾向對關係品質的干擾效果 48
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