臺灣博碩士論文加值系統

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

參考文獻
中文部分
1.余德成、劉慶洲、黃建榮。直銷產業內部行銷與關係品質之研究：關係連結之中介效果。管理研究學報8期 P1-29。2008
2.吳明隆。SPSS操作與應用：問卷統計分析實務(二版)。台北：五南書局。2009。
3.吳萬益。企業研究方法（四版）。台北：華泰書局。2011
4.李奇樺、朱國光。關係連結對挽回流失顧客影響之研究－以零售服務業為例。管理學報 29卷1期p50 -65 。2012
5.陳正男、丁學勤、林素吟。連鎖加盟店對加盟總部的信任與承諾之研究。2002 年顧客關係管理學術研討會論文集pp. 1-23。2002。
6.陳正男、林素吟、丁學勤。信任、承諾與其相關因素的關係：加盟體系的實證研究。臺灣管理學刊（中興大學）第5卷第2 期p.209-230。2005。
7.陳正男、曾倫崇、陳妍蓉。信任與投機主義之前置因素及其對承諾之影響。Marketing 2005台灣行銷研討會pp.1-25。2005。
8.陳怡琇。關係連結與關係管理對關係品質之影響-人際關係導向之干擾效果。南台科技大學企業管理系。2009。
9.陳威佐。關係連結與關係管理對關係品質的影響。國立成功大學企業管理學系碩博士班。2006
10.陳國雄、黃建榮。連鎖便利商店內部行銷、關係連結與加盟承諾之關聯性研究。高應科大人文社會科學學報 7卷2期p73 -92。2010
11.陶蓓麗、廖則竣、林政道。網際網路顧客關係之實證研究。資訊管理學報，11(1)p.167-194。2004。
12.黃建榮。連鎖便利商店內部行銷，督導效能與關係連結之關係研究。國立高雄第一科技大學行銷與流通管理所碩士。2002。
13.黃瑋如。連鎖加盟業之關係連結、信任與承諾之關係─以關係階段為干擾效果。國立成功大學企業管理學系碩博士班。2004。
14.黃識銘;余泰魁。關係連結與未來關係互動之研究－關係品質中介效果。管理與系統13卷3期 P265-292。2006
15.榮泰生。SPSS與研究方法(二版)。台北：五南書局。2009。
16.劉慶洲、黃建榮、戴鄂。連鎖便利商店督導效能、關係連結與關係品質之關聯性研究。高應科大人文社會科學學報6卷1期 P119-141。2009

17.英文部分
1.Argyle, M., (1967), The Psychology of Interpersonal Behavior , Pengum, MD.
2.Axelrod, R. (1984), The Evolution of Cooperation, New York: Basic Books, Inc.
3.Barnes, J. G., (2001), “Secrets of Customer Relationship Management: It’s All about How You Make Them Fell, ” McGraw-Hill, Inc
4.Barber, B., (1983), The Logic and Limits of Trust. New Brunswick, NJ:Rutgers University Press.
5.Bendapudi, N., & Berry, L. L. (1997), “Customers’ motivations for aintaining relationships with service providers.” Journal of Retailing, Vol.73, No.1, pp.15-37.
6.Berry, L. 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. 25-8.
7.Berry, L. L., Parasuraman, A., ,(1991)Marketing Service:Competing Through Quality. New York, NY: The Free Press
8.Bitner, M. J., Booms, B.H. and Tetreault, M.S. (1990), “The service encounter: diagnosing favorable and unfavorable incidents” Journal of Marketing,Vol.54, January, PP. 71-84.
9.Bitner, M. J., (1992), “Servicescapes: The impact of Physical Surrounds on Customers and Employees,” Journal of Marketing, 56(April): 57-71.
10.Blau, P. (1964). Human Capital. Columbia University Press: New York.
11.Bleeke, J., Ernst, D.,(1991) “The Way to Win in Cross-Border Alliances” Harvard Business Review. Vol. 69, No. 6; p. 127
12.Bolton, R. N., & James, H. D., (1991), "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes,” Journal of Marketing, 5(January): 1-9.
13.Bowen, J. T., Shoemaker, S. (1998), “Loyalty: A strategic commitment.” Cornell Hotel & Restaurant Administration Quarter, Vol. 39, pp. 12-25.
14.Chadee, D. D. & Mattsson, J.,(1996) “An Empirical Assessment of Customer Satisfaction in Tourism”, The Service Industries Journal , 16,3.
15.Coleman, D. F., Irving, G. P., Cooper, C. L.,(1999). “Another look at the locus of control-organizational commitment relationship: It depends on the form of commitment” Journal of Organizational Behavior, Vol. 20, Iss. 6; p.99
16.Crosby, L. A. (1984), Consumer Attitudes Toward Whole Life Insurance (Wave 1),Atlanta: Life Office Management Association.
17.Anderson, J. C. and David, W. G. (1984), “The Effect of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis.” Psychometricka,Vol.49(2), pp. 155-73.
18.Anderson, E., Fornell, C. and Rust, R.T., (1997), “Customer satisfaction,productivity, and profitability: differences between goods and services”,Marketing Science, Vol.16 No.2, pp. 129-45.
19.Anderson, E., & Weitz, B,(1989). “Determinants of continuity in conventionalindustrial channel dyads”. Marketing science, Vol. 8 pp 310-323
20.Anderson, J. C. & Narus, J. A. (1990), “A model of distributor firm and manufacturer firm working partnerships.” Journal of Marketing,Vol.54, pp.42-58.
21.Crosby, L., Evans, K., & Cowles, D. (1990), “Relationship quality in services selling: An interpersonal influence perspective.”, Journal of Marketing, Vol.54, pp. 68-81.
22.Crosby, L. A. & Stephens, N., (1987), “Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Lndustry” Journal of Marketing Research ; Nov 24, 4
23.Cummings, T. G.,(1984) “Trans organizational Systems” Research in Organization Behavior Vol.6, pp 367-422.
24.Cullen, J. B., Johnson, J. L., Sakano, T. (1995), “Japanese and local partner commitment to IJVs: Psychological.” Journal of International Business Studies. Washington: First Quarter. Vol. 26, Iss. 1; pp.91-115.
25.Currall, S. C., Judge, T. A. (1995), “Measuring Trust between Organizational Boundary Role Persons.” Organizational Behavior and Human Decision Processes, New York: Nov., Vol. 64, Iss. 2; pp.151-170.
26.Dabholkar, P. A., Sheperd, C.D. and Thorpe, D.I (2000), “A comprehensive framework for service quality: an investigation of critical conceptual and measurement issues through a longitudinal study”, Journal of Retailing,Vol.76 No.2, pp. 139-73.
27.Flavell, J. H., Botkin, P. T., Fry, C. L., Wright, J. W. and Jarvis, P. E. (1968), The Development of Role-Taking and Communication Skills in Chirdren, Wiley,New York, NY.
28.Fornell, C., Johnson, M. D., Anderson, E. W., Jaesung, C., and Byrant, B.E.,(1996), “The America Customer Satisfaction Index: Nature, Purpose, and Findings, ” Journal of Marketing , Vol. 60, pp 7-18.
29.Foster, B., & Orser, B. (1994), “A marketing perspective on women in management: An exploratory study.” Canadian Journal of Administrative Science, Vol.11, pp. 339-345.
30.Fukuyama, F.,(1995) .Trust: The social virtues and creation of prosperity New York: Free press.
31.Ganesan, S. (1994), “Determinants of long-term orientation in buyer-seller relationships.” Journal of Marketing, Chicago: Apr, Vol. 58, Iss. 2, pp. 1-19.
32.Garbarino, E., Johnson, M. S., (1999) “The different roles of satisfaction, trust, and commitment in customer relationships” Journal of Marketing Vol. 63, No. 2; p. 70.
33.Derlega, V. J., Winstead, B. A., Wong, P. T. P. and Greenspan, M. (1987), “Self-Disclosure and Relationship Development: An Attributional Analysis.” in Interpersonal Process: New Directions in Communication Research, M. E. Roloff and G. R. Miller, eds. London: Sage Publications, Inc.
34.Dick, A. S., & Basu, K. (1994), “Customer loyalty : Toward an integrated conceptual framework” Journal of the Academy of Marketing Sience, Vol.22, No.2, pp. 99-113.
35.Duncan, T. & Moriarty, S. E.,(1998), “A communications-based Marketing model for managing relationships ” Journal of Marketing, Vol. 62 pp 1-13.
36.Goodwin, C., & Gremler, D. D., (1998), “Friendship over the counter: how social aspects of service encounters influence consumer service loyalty”, Advancein Services Marketing and Management, Vol. 5, pp. 247-82.
37.Greenwich Associates (1987), Large Corporate Banking Survey, Greenwich, CT.
38.Gronroos, C. (1986), “Developing Service Quality: Some Managerial Implications,” unpublished working paper, Swedish School of Economics, Helsinki, Finland, pp. 4-7.
39.Guenzi, P. & Pelloni, O. (2004). “The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider”, International Journal of Industry Management, Vol. 15 (3-4), pp. 365-384.
40.Gwinner, K. P., Gremler, D. D. & Bitner, M. J., (1998), “Relational benefits in services industries: the customer’s perspective” , Journal of Academy of Marketing Science, Vol. 26, Spring, pp 101-14.
41.Han, S. (1992), Antecedents of buyer-seller long-term relationships: An exploratory model of structural bonding and social bonding. (Working Paper No. 6-1992). University Park, PA: Institute for the Study of Business Markets, Pennsylvania State University.
42.Han, L. S., Wilson, D. T., Dant, S. P. (1993), “Buyer-supplier relationships today.”Industrial Marketing Management, New York: Nov., Vol. 22, Iss. 4; pp.331-338.
43.Heide, J. B., & John G, (1992) “Do norms matter in marketing relationship ?”Journal of marketing, Vol. 56 pp 32-44
44.Hennig, T. T., (2004) “Customer orientation of service employees” International Journl of Service Industry Management; 15,5.
45.Hennig, T. T. & Klee, A., (1997)”The impact of customer satisfaction and relationship quality on customer retention – a critical reassessment and model development”, Psychology & Marketing, Vol. 14, (December), pp 737-65
46.Hennig, T. T. and Thurau, C. (2003), “Customer orientation of service employee-toward a conceptual framework of a key relationship marketing construct ” , Journal of Relationship Marketing, Vol. 2 No.1, pp. 1-32.
47.Homans, G. C. (1961), “The Humanities and the Social Sciences; Joint convern with "Indivual" and values the arts distinct from social science distincts of social status” The American Behavioral Scientist. Vol. 4, Iss. 8; p. 3.
48.Josee, B., Gaby, O. S., (2002) “Store satisfaction and store loyalty explained by customer and store-related factors”. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Vol. 15; p. 68.
49.Joshi, A. W. & Stump, R. L.,(1999), “The contingent effect specific asset of the moderationg role of reciprocal asset investments, uncertainty, and trust,” Journal of the Academy of Marketing Science, Vol. 27 No. 3 pp 291-305
50.Larzelere, R., Huston, T., “The dyadic trust scale: Toward understanding interpersonal trust in close relationships.” Journal of Marriage and the Family, 1980. Vol.42, pp.595-604.
51.Lau, G. T.,(1990) .The effects of buying task characteristics on buyer-seller conflict management behavior. Unpublished doctoral dissertation, University of Western Ontario, London, ON.
52.Lewis, J.D., Weigert, A. (1985), “ Trust as a Social Reality.“ Social Forces, Vol.63,pp. 967-985.
53.Keillor, B. D., Parker, R. S., and Pettijohn, C. E.,(1999) “Sales force performance satisfaction and aspects of relational selling: Implications for managers.”Journal of Marketing Theory and Practice, Vol. 7, pp 101-115
54.Kelly, H. H. and Thibaut, J. W. (1978), Interpersonal Relations: A Theory of Interdependence, New York: John Wiley & Sons, Inc.
55.Kumar, N., Scheer, L. K., & Streenkamp, J. B. (1995), “The effects of uppliers fairness on vulnerable resellers.” Journal of Marketing Research, Vol.32, pp.54-65.
56.Macintosh, G.(2002), “Perceived risk and outcome differences in multi-level service relationships” The Journal of Service Marketing 16, 2/3 .
57.Madhok, A. (1995), “Revisiting Multinational Firms’ Tolerance for Joint Ventures:A Trust-Based Approach.” Journal of International Business Studies, Washington: First Quarter, Vol. 26, Iss. 1; pp.117-137.
58.Marting, C. A., (2001) “Customer-oriented selling: an empirical examination of organizational and individual antecedents and performance outcomes” A dissertation presented for the doctor of philosophy degree the university of Memphis
59.Mc, A. D. (1995), “Affect and Cognition Based Trust as Foundations for Interpersonal Cooperation in Organizations”, Academy of Management Journal, Vol. 38, NO.1, pp 24-59.
60.McCall, G. J. (1970), “The social organization of relationships.” In G. J. McCall etal. (Eds.), Social Relationships (pp. 3-34). Chicago, IL: Aldine Publishing Company.
61.Mead, G. H,(1934), Mind, Self and Society, University of Chicago Press, Chicago,IL.
62.Metcalf, L. E., Frear, & Krishnan R., (1992). Buyer-Seller Relationships: An Application of the IMP Interaction Model. Eropean Journal of Marketing, 26(2), 27-47.
63.Meyer, J. P., & Allen N. J., (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Qragnization. Journal of Occupational Psychology, 63(1), 1-19.
64.Mohr, J & Spekman. R.,(1994). Characteristics of Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques. Strategic Management Journal, 15(2), 135-153.
65.Mohr, J. J, Gundlach, G. T, Spekman, R.,(1994)” Legal ramifications of strategic alliances”. Marketing Management. Vol. 3, No. 2; p. 38.
66.Morgan, R., & Hunt, S. D.(1994), “The commitment-trust theory of relationship marketing.” Journal of Marketing, Vol.58, No.3, pp. 20-38.
67.Moorman, C., Zaltman, G., & Deshpande, R.(1992), “Relationship between providers and users of market research: The dynamics of trust within and between organizations.” Journal of Marketing Research, Vol.29, pp. 314-328.
68.Mummalaneni, V., & Wilson, D. (1991), Modelling the influence of a close personal relationship on buyer commitment to a supplier. (ISBN Working Paper). University Park, PA: Pennsylvania State University.
69.Meyer, J. P,, Allen, N. J. (1991), “A Three-Component Conceptualization of Organizational Commitment.“ Human Resource Management Review, Vol.1: pp.1-8.
70.Meyer, J. P, Allen N. J, Smith C. A., (1993). “Commitment to organizations and occupations: Extension and and Test of a Three-Component Conceptualization”, Journal of Applied Psychology, Washington: Vol. 78, Iss. 4, p. 538.
71.Morton D., (1958). “Trust and suspicion” , The Journal of Conflict Resolution, Vol. 2, Iss. 4; p. 265.
72.Neter, J., Kutner, M. H.,Nachtsheim, C. J., & Wasserman, W.(1996). Applied Linear Statistical Models, 3rd ed. Chicago: Irwin.
73.Nicholson, C. Y., Compeau, L. D., Sethi, R., “The Role of Interpersonal Liking in Building Trust in Long-Term Channel Relationships.” Journal of the Academy of Marketing Science, Greenvale: Winter 2001. Vol. 29, Iss. 1; pp.3-15.
74.Noordewier, T. G., John, G., & Nevin, J. R., (1990), “Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships.” Journal of Marketing, Vol. 54, pp. 80-93.
75.Oliver, R. L.,(1993), ”Cognitive, Affective, and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20 (Deceber), 418-30.
76.Parasuraman, A., Zeithaml, V. A. & Berry, L. L.,(1985), “A Conceptual Model of Service Qulity and Its Implications for Future Research, ” Journal of Marketing, 49(Fall), 41-50.
77.Parsons, T, & Shils, E. A. (1951). Toward a general theory of action. Cambridge:Harvard University Press.
78.Price, L. L. & Arnould, E. J., (1999), “Commercial friendships: service provider-client relationships in context”, Journal of Marketingm Vol. 63,(October), pp. 38-56.
79.Reichheld, F.F., & Sasser, W. E. Jr(1990), “Zero defections: Quality comes to services.” Harvard Business Review Vol.68, pp. 105-111.
80.Rempel, J. K., Ross, M., Holmes, J. G., “Trust and communicated attributions in close relationships.” Journal of Personality and Social Psychology, Washington: Jul 2001. Vol. 81, Iss. 1; p.57.
81.Ring, P. S., Van D. V., Andrew H. (1992), “Structuring Cooperative Relationships between Organizations” Strategic Management Journal, Chichester: Oct.,Vol. 13, Iss. 7, p. 483(16 pgs).
82.Rodríguez, C. M., Wilson, D. T., (2002), “Relationship Bonding and Trust as a Foundation for Commitment in U.S.-Mexican Strategic Alliances: A Structural Equation Modeling Approach.” Journal of International Marketing, Chicago: Dec. Vol. 10, Iss. 4; pp.53-76.
83.SSaxe, R. and Barton, A. W.,(1982) “The SOCO scales: A measure of the customer orientation of salespeople.” Journal of Marketing Reasearch, Vol. 19, pp 343-351.
84.Scanzoni, J. (1979). Social processes and power in families. In W. R. Burr, R. Hill,F. I. Nye, & I. L. Reiss (Eds.), Contemporary theories about the family, New York: Collier Macmillan Publishers, Vol. 1, pp. 295-316.
85.Scheer, L. K., Stern, L. W. (1992), “The Effect of Influence Type and Performance Outcomes on Attitude Toward the Influencer”, JMR, Journal of Marketing Research, Vol. 29, Iss. 1; p. 128 (15 pages).
86.Seabright, M. A., Levinthal, D. A., Fichman, M.. (1992), “Role of Individual Attachments in the Dissolution of Interorganizational Relationships.” Academy of Management Journal, Briarcliff Manor: Mar. Vol. 35, Iss. 1; pp.122-160.
87.Shapiro, S.P. (1987), “The Social Control of Impersonal Trust.” American Journal of Sociology, Vol.93: pp.623-658.
88.Siguaw, J. A., Baker, T. L., Simpson, P. M., “Preliminary Evidence on the Composition of Relational Exchange and Its Outcomes: The Distributor Perspective.” Journal of Business Research, New York: Apr 2003. Vol. 56,Iss. 4; pp.311-322.
89.Sitkin, S. B., Roth, N.,(1993)” Explaining the limited effectiveness of legalistic "remedies" for trust/distrust” Organization Science Vol. 4, Iss. 3; p. 367
90.Sivadas, E. & Dwyer, F. T.,(2000), “An Examinatin of Organizational factors Influencing New Product Success in Internal and Alliance-Based Process”
Journal of Marketing Vol. 64 No.1 pp 31-49.
91.Smith, B.,(1998) “Buyer-seller relationships: Bonds, relationship management, and sex-type” Revue Canadienne des Sciences de l'Administration.Vol.15, No.1p. 76.
92.Smith, J. B., (1993). Horizontal selling alliances: Distance and mutual trust. Unpublished doctoral dissertation, University of Western Ontario, London,ON.
93.Sui, J. J., Baloglu, S. (2003), “The role of emotional commitment in elationship marketing : an empirical investigation of loyalty model for casinos”, Journal of Hospitality & Tourism Research , Vol. 27 ,No.4 , pp. 470-489.
94.Swan, J. E, & Nolan, J. J (1985), “Gaining customer trust: A conceptual guide for the salesperson. ” Journal of Personal Selling & Sales Management, Vol.5, pp. 39-48.
95.Swan, J. E., Trawick, I. F., Rink, D.R., & Roberts, J.J (1998), “Measuring dimensions of purchaser trust of industrial salespeople.” Journal f Personal Selling & Sales Management, Vol.8 pp. 1-9.
96.Thorsten, H. T. (2004), “Customer orientation of service employees Its impact on customer satisfaction, commitment, and retention” International Journal of service lndustry Management Vol. 15 No.5.
97.Ting, S. C. and Chen, C. N. (2002, 7), “The Asymmetrical and Non-linear Effects of Store Quality Attributes on Customer Satisfaction.”, Total Quality Management, vol. 13 (4), pp. 547-569.
98.Turner, R. H. (1970), Family interaction. New York, NY: John Wiley.
99.Weber, M.,(1951) The religion of China ,New York: Free press p237.
100.Weber, M.,(1968) Economy and Society, New York: Free press p954.
101.Westbrook, R. (1981), “Sources of consumer satisfaction with retail outlets.” Journal of Retailing, vol. 57, pp. 68-85.
102.Williams, J. D., Han, S. L., Qualls, W. J. (1998), “A Conceptual Model and Study of Cross-Cultural Business Relationships.” Journal ofBusiness Research,
103.New York: Jun. Vol. 42, Iss. 2; pp.135-143.
104.Xu, Y., Yen, D. C., Lin, B., Chou, D. C,(2002) “Adopting customer relationship management technology” ,Industrial Management & Data Systems Vol. 102 No.8 , pp. 442-452.
105.Wilson, D. T., & Mummalaneni, V., (1986). Bonding and Commitment in Buyer-Seller Relationships: A Preliminary Conceptualization. Industrial Marketing & Purchasing, 1(3), 44-59
106.Wilson, D. T. (1995), “An integrated model of buyer-seller relationships.” Journal of the Academy of Marketing Science, vol. 23, pp. 335-345.
107.Wilson, D. T., Mummalaneni, V., (1986), “Bonding and Commitment in Buyer-Seller Relationships: a Preliminary Conceptualisation.” Industrial Marketing and Purchasing, Bradford:. Vol. 1, Iss. 3; pp.44-58.
108.Zaheer, A. & Venkatraman, N.,(1995), “Relatinal governance as an interorganizational strategy: An impirical test of role of trust in economic exchange, ” Strategic Management Journal Vol.16 No. 5 pp 373-393
109. Zaheer, A., McEvily, B., Perrone, V.,(1998)” The strategic value of buyer-supplier relationships”. International Journal of Purchasing and Materials Management. Vol. 34, Iss. 3; p. 20.
110.Zeithaml, V. A., Berry, L. & Parasuraman A., “The Nature and Determinants of Custmer Exceptions of Service”, Journal of the Academy of MarketingScience, 21,1 (1993) pp 1-12.