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研究生:吳佳樹
研究生(外文):Wu Jia Shu
論文名稱:關係管理與關係連結對關係品質之影響-便利商店督導體系之研究
論文名稱(外文):Relationshipmanagementandrelationshiplinksofrelationshipquality-theconveniencestoreSteeringsystem
指導教授:陳正男陳正男引用關係
指導教授(外文):Chen Cheng Nan
學位類別:碩士
校院名稱:南台科技大學
系所名稱:商管專業學院
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:102
畢業學年度:101
語文別:中文
論文頁數:77
中文關鍵詞:關係連結、關係管理、關係品質
外文關鍵詞:R e l a t i o n a l
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與顧客建立良好的互動關係,是企業競爭優勢之重要因素,關係品質是顧
客關係好壞與強度的總評分,而企業在關係行銷上的各項作為皆會影響到顧客
關係品質的好壞;關係行銷包括關係管理與關係連結等行銷行為。關係管理指
的是關係人培養並維持良好穩固關係的行為傾向。本研究擬探討關係管理是否
對關係連結有影響及關係連結是否對關係品質(信任、承諾、滿意度)造成影響?
另外關係管理是否對關係品質(信任、承諾、滿意度)產生影響?
本研究選擇連鎖便利商店的加盟總部作為研究主體,本研究採用便利
抽樣的方式進行問卷的發送,透過敘述性統計、信度分析、迴歸分析等,進行
研究分析。
研究發現,關係管理的各種構面投入強度、公開溝通、衝突解決、合
作傾向對於功能性連結、社會性連結皆有顯著的正向影響;而投入強度、公開
溝通、衝突解決對結構性連結並無正向影響;另外從關係連結的兩項構面功能
性連結、社會性連結對信任有顯著的正向影響,而關係連結三項構面功能性連
結、社會性連結、結構性連結對承諾有顯著正向影響,關係連結的構面功能性
連結及結構性連結對信任有顯著正向影響;最後關係管理的各項購面投入強
度、公開溝通、衝突解決、合作傾向對信任、承諾、滿意度均有正向影響,但
除衝突解決對承諾無顯著影響。
Good interactive relationship with the customer is an important factor of the enterprise competitive advantage, the relationship between the total score of the quality is good or bad with the strength of customer relationship, enterprise relationship marketing as both will affect the customer relationship quality is good or bad;relationship marketing, including relationship management, marketing and relationship links behavior. Relationship management refers to the relationship between human culture and behavior tend to maintain a good solid relationship. This study was to investigate the relationship management is whether the impact on relationship quality (trust, commitment, satisfaction) affect the relationship between links and relationship links? Another relationship management impact on relationship quality (trust, commitment, satisfaction)?
In this study, the convenience store chain franchisors as a research subject, this study used a convenience sampling questionnaires sent, through descriptive statistics, reliability analysis, regression analysis, research analysis.
Study found that the intensity of investment in various dimensions of relationship management, open communication, conflict resolution, positive impact on cooperation tendency for the remarkable growth of functional link to social links; while the intensity of investment, open communication, conflict resolution structural link positive influence; another link from the relationship between the two dimensions of functional links, the links of social trust have significant positive effects on relational links three dimensions functional link to social links, structural links on the commitment a significant positive effect on relations link the dimensions of functional links and structural links have a significant positive impact on the trust; the last relationship management share surface intensity of investment, public communication, conflict resolution, cooperation tendency to trust, commitment, satisfaction has a positive impact, but no significant effect of commitments addition to conflict resolution.
中文摘要 i
Abstract ii
目次 iii
表目錄 iv
圖目錄 vi
第一章緒論 1
1.1研究動機及背景 1
1.2研究目的 3
第二章文獻探討 4
2.1關係管理 4
2.2關係連結 5
2.2.1功能性連結 6
2.2.2社會性連結 6
2.2.3結構性連結 7
2.3關係品質 7
2.3.1信任 7
2.3.2承諾 10
2.3.3滿意度 13
2.4關係管理對關係連結之影響 15
2.5關係連結對關係品質之影響 17
2.6關係管理對關係品質之影響 18
第三章研究方法 21
3.1研究架構 21
3.2變數的定義與衡量 21
3.2.1關係管理之衡量 22
3.2.2關係連結之衡量 23
3.2.3關係品質之衡量 24
3.2.4基本資料 25
3.3研究設計 26
3.3.1研究對象 26
3.3.2前測 27
3.3.3正式問卷 28
3.4資料分析方法 28
3.4.1敘述性統計 28
3.4.2單因子變異數分析 28
3.4.3信度分析 28
3.4.3迴歸分析 29
第四章資料分析與結果 30
4.1敘述性分析 30
4.1.1樣本基本資料分析 30
4.1.2各構念問項之描述性統計分析 31
4.1.2.1關係管理之分析 31
4.2.1.2關係連結之分析 32
4.1.2.3關係品質之分析 33
4.1.2.4小結 34
4.2單因子變異數分析 35
4.2.1性別對關係管理之差異分析 35
4.2.2性別對關係連結之差異分析 35
4.2.3性別對關係品質之差異分析 35
4.2.4年齡對關係管理之差異分析 35
4.2.5年齡對關係連結之差異分析 36
4.2.6年齡對關係品質之差異分析 36
4.2.7教育程度對關係管理之差異分析 37
4.2.8教育程度對關係連結之差異分析 37
4.2.9教育程度對關係品質之差異分析 37
4.2.10婚姻狀況對關係管理之差異分析 38
4.2.11婚姻狀況對關係連結之差異分析 38
4.2.12婚姻狀況對關係品質之差異分析 38
4.2.13加盟形態對關係管理之差異分析 39
4.2.14加盟形態對關係連結之差異分析 39
4.2.15加盟形態對關係品質之差異分析 39
4.2.16加盟年資對關係管理之差異分析 39
4.2.17加盟年資對關係連結之差異分析 41
4.2.18加盟年資對關係品質之差異分析 42
4.3信度分析 43
4.4迴歸分析 43
4.4.1關係管理對關係連結之影響 43
4.42關係連結對關係品質之影響 45
4.4.3關係管理對關係品質之影響 47
第五章結論與建議 50
5.1研究結論 50
5.1.1 關係管理對關係連結的影響 51
5.1.2 關係連結對關係品質的影響 51
5.2實務建議 52
5.2.1加盟總部應重視與現有加盟主間的關係 52
5.3研究限制 53
5.4未來研究建議 54
參考文獻 55
附錄一、問卷 65

表目錄
表3-1變數的參考來源與題數 22
表3-2 衡量關係管理之問項 22
表3-3 衡量關係連結之問項 23
表3-4 衡量關係品質之問項 25
表3-5基本資料問項 26
表3-6前測問卷之信度分析 27
表4-1樣本人口統計變數分析表 30
表4-2 關係管理之敘述統計表(N=180) 31
表4-3 關係連結之敘述統計表(N=180) 32
表4-4 關係品質之敘述統計表(N=180) 33
表4-5 本研究各構面之敘述統計表(N=180) 34
表4-6 性別在關係管理上之單因子變異數分析表 35
表4-7性別在關係連結上之單因子變異數分析表 35
表4-8性別在關係品質上之單因子變異數分析表 35
表4-9年齡在關係管理上之單因子變異數分析表 35
表4-10 年齡對關係連結之單因子變異數分析 36
表4-11 加盟主年齡各區組對關係連結之分析 36
表4-12年齡對關係品質之單因子變異數分析 37
表4-13教育程度對關係管理之單因子變異數分析 37
表4-14教育程度對關係連結之單因子變異數分析 37
表4-15教育程度對關係品質之單因子變異數分 37
表4-16加盟主教育程度各區組對關係品質之分析 37
表4-17婚姻狀況對關係管理之單因子變異數分析 38
表4-18婚姻狀況對關係連結之單因子變異數分析 38
表4-19婚姻狀況對關係品質之單因子變異數分析 39
表4-20加盟形態對關係管理之單因子變異數分析 39
表4-22加盟形態對關係品質之單因子變異數分析 39
表4-23加盟年資對關係管理之單因子變異數分析 40
表4-24加盟主加盟年資各區組對關係管理之分析 40
表4-25加盟主加盟年資各區組對關係連結之分析 41
表4-26加盟主加盟年資各區組對關係連結之分析 41
表4-27加盟年資對關係品質之單因子變異數分析 42
表4-28 研究構念之信度檢定 42
表4-29 關係管理與關係連結的迴歸 43
表4-30 投入強度與功能性連結、社會性連結、結構性連結的迴歸 43
表4-31公開溝通與功能性連結、社會性連結、結構性連結的迴歸 44
表4-32 衝突解決與功能性連結、社會性連結、結構性連結的迴歸 44
表4-33 合作傾向與功能性連結、社會性連結、結構性連結的迴歸 45
表4-34關係連結與關係品質的迴歸 45
表4-35功能性連結與信任的迴歸 46
表4-36 社會性連結與承諾的迴歸 46
表4-37 結構性連結與滿意度的迴歸 47
表4-38 關係管理與關係品質的迴歸 47
表4-39 投入強度與信任、承諾、滿意度的迴歸 47
表4-40 公開溝通與信任、承諾、滿意度的迴歸 48
表4-41 衝突解決與信任、承諾、滿意度的迴歸 48
表4-42 合作傾向與信任、承諾、滿意度的迴歸 49
表5-1 研究實證結論 50
圖目錄
圖3-1 本研究之研究架構圖 21
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