Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 溝通策略對關係品質影響之研究
作者 林家慧
貢獻者 陳建維
林家慧
關鍵詞 溝通策略
關係品質
企業文化
權力地位
日期 2002
上傳時間 11-Sep-2009 17:03:21 (UTC+8)
摘要 近年來,金融產業面臨著激烈的競爭環境,在開發新顧客成本遠高於維繫舊客戶,以及金控法通過後欲獲得更多交叉銷售機會的情形下,深耕顧客、和顧客建立良好關係也就成了當前金融業最重要的目標。
     
      而要和顧客建立關係,「溝通」是不可或缺的要素。因此,本研究將焦點放在關係行銷策略中的溝通策略,以權變理論為出發點來探討在不同的情境下,吾人應該運用何種溝通模式,才能增進對方的滿意度、信任感及繼續合作的承諾感。其研究方法是以郵寄問卷的方式進行,針對製造業企業共發出656份問卷,並在經效度及信度的檢定後,以迴歸分析來驗證架構的適宜性。本研究主要的研究發現如下。
     
     一、雙向性的溝通策略對關係品質有正向的影響。
     二、策略性的溝通內容對關係品質有正向的影響。
     三、當對方的企業文化偏向外在定位時,將會增強雙向的溝通對於關係品
     質的正向效果。
     四、當對方的企業文化偏向內在維持時,將會減弱正式的溝通對於關係
     品質的正向效果。
參考文獻 中文部分
1. 文永樑,「由製造商觀點探討買賣雙方合作屬性、相互依賴程度與合作績效—國內資訊硬體產業之實證」,逄甲大學企業管理研究所碩士論文,1999年。
2. 何昭賢,「產品屬性、訊息來源對廣告溝通效果的影響」,東吳大學企業管理學研究所論文,1999年。
3. 李昂,「整合理論與公共行政(六)」,法政讀書會http://www.lawstudio.idv.tw/,2001年。
4. 林桂鮮,「行銷通路成員激勵影響因素之探討與實證」,國立台灣科技大學/企業管理研究所碩士論文,2000年。
5. 林培群,「企業對於衍生性金融商品的態度與採納行為之研究」,國立成功大學企業管理研究所碩士論文,2001年6月。
6. 林欽榮,「人際關係與溝通」,台北:揚智文化,2001年。
7. 胡育華,「行銷通路權力、通路氣候與團結合作之研究 - 台灣PDA產業實証」,高雄第一科技大學行銷與流通管理研究所碩士論文,2000年。
8. 許士軍,管理學,台北:東華書局,1994年。
9. 陳俊雄,「企業文化、經營策略與績效關係之探討─以電子資訊業為研究對象」,淡江大學管理科學研究所碩士論文,1993年6月。
10. 陳照明、陳春富,「政治行銷模式之建構-商業行銷模式之修飾」,2002年6月。
77. Ward, A. and T. Smith (1998), “Relationship Marketing: Strength of Relationship Time Versus Duration,” European Marketing Academy Conference Proceedings, Per Anderson, ed., Stockholm, May, 569-88.
78. Williams, K., R. Spiro, and L. Fine (1990), The Customer-Salesperson Dyad: An Interaction Communication Model and Review, Journal of Personal Selling and Sales Management, 10 (3), 29-43.
11. 尉謄蛟譯,Rigis Mckenna原著,「關係行銷(Relationship Marketing)」,長河出版社,1997年。
12. 黃宏鈞,「企業形象與服務品質對消費者再購行為之影響:顧客關係的中介效果」,國立台灣大學心理學研究所論文,2001年。
13. 張肖美,「淺談消費金融與企業金融之差異」,交銀通訊,2002年九月號。
14. 楊啟東,「溝通領導與士氣激勵」,全國文化機構中區義工幹部訓練研習班講稿,2000年。
15. 楊慧華,「企業文化.企業願景.經營策略與經營績效之關係研究--以台灣國際觀光旅館為實證」,國立成功大學企業管理研究所碩士論文,2002年6月。
16. 楊靜嫻,「關係行銷與滿意度對加盟者的信任興未來合作的影響--以便利商店為例」,國立政治大學國際貿易研究所,2001年3月。
17. 曹錫智,「本土連鎖加盟業組織控制之研究」,大葉大學事業經營研究所碩士論文,2001年6月。
18. 顧萱萱、謝佳穎,「銀行服務資訊化程度對消費者關係承諾之影響:關係價值之中介角色分析」,東吳經濟商學學報第33期。
19. 謝晶瑩譯,Don Peppers and Martha Rogers原著,「1:1行銷(The One to One Future:Building Relationships One Customer at a Time)」,時報文化出版企業有限公司,1995年。
20. 顏慶銘,「銀行分行單位達成營運目標之策略探討」,大葉大學事業經營研究所碩士論文,2002年6月。
英文部分
1. Aiken, L. S. and S. G. West (1991), Multiple Regression: Testing and interpreting interactions, Newbury Park, CA: Sage.
2. Anderson, Erin, Leonard M. Lodish, and Barton A. Weitz (1987), “Resource Allocation Behavior in Conventional Channels,” Journal of Marketing Research, 24 (February), 85-97.
3. Anderson, J. C. and Barton Weitz (1989), “Determinants of Continuity in Conventional Industrial Channel Dyads,” Marketing Science, 8 (Fall), 310-23.
4. ------------- and J. A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Relationships,” Journal of Marketing, 54 (January), 42-58.
5. Berlo, D. (1960), The Process of Communication: An Introduction to Theory and Practice, New York: Holt, Rinehart and Winston.
6. Berry, Leonard L. (1983), “Relationship Marketing,” in Berry, Shoestack and Upah, Emerging Perspectives in Services Marketing, American Marketing Association, Chicago, Illinois, 25-28.
7. Berry, Leonard L. (1995), “Relationship Marketing of Services-Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, 23 (4), 236-45.
8. ------------- and A. Parasuraman (1991), “Marketing Services: Competing
through quality,” Free Press, New York.
9. Bitner, Mary Jo (1995), “Building Service Relationships: It`s All About Promises,” Journal of the Academy of Marketing Science, 23 (4), 246-251.
10. Bleeke, Joel and David Ernst (1993), Collaborating to Compete: Using Strategic Alliances and Acquisitions in the Global Marketplace, New York, NY: John Wiley & Sons, Inc.
11. Brown, J. R., R. F. Lusch, and C. Nicholson (1995), “Power and Relationship Commitment: Their Impact on Marketing Channel Performance,” Journal of Retailing, 71 (Winter), 363-92.
12. Bucklin, Louis P. and Sanjit Sengupta (1993), “Organizing Successful Co-marketing Alliances,” Journal of Marketing, 57 (April), 32-46.
13. Cannon, Joseph P. and William D. Perreault Jr. (1999), “Buyer-Seller Relationships in Business Markets,” Journal of Marketing Research, 36 (November), 439-60.
14. Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, 54 (July), 68-81.
15. Daft, R. L. and R. H. Lengel (1986), “Organizational information requirements, media richness, and structural design,” Management Science, 32, 554-71.
16. Dahlstrom, Robert and Arne Nygaard (1995), “An Exploratory Investigation of Interpersonal Trust in New and Mature Market Economies,” Journal of Retailing, 71 (4), 339-61.
17. Deshpande, Ronit, John U. Farley, and Frederick Jr. Webster (1993), “Corporate Culture, Customer Orientation, and Innovativeness,” Journal of Marketing, 57 (January), 23-38.
18. ------------- and Frederick E. Webster (1989), “Organizational Culture and Marketing: Defining the Research Agenda,” Journal of Marketing, 53 (January), 3-15.
19. Doney, P.M. and J.P. Canon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61 (April), 35-51.
20. Dorsch, Michael J., Scott R. Swanson, and Scott W. Kelley (1998), “The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers,” Journal of the Academy of Marketing Science, 26 (Spring), 128-42.
21. Dwyer, F. R., P. H. Schurr, and S. Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51 (2), 11-27.
22. El-Ansary, Adel and Louis Stern (1972), “Power Measurement in the Distribution Channel,” Journal of Marketing Research, 9 (February), 47-52.
23. Etgar, Michael (1979), “Sources and Types of Intra-channel Conflict,” Journal of Retailing, 55 (Spring), 61-78.
24. Farace, Monge and Russell (1977), Communicating and Organizing. Reading, Mass: Addison-Wesley Pub. Co.
25. Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention, and Behavior:An Introduction to Theory and Research, Reading (MA): Addison-Wesley.
26. Frazier, Gary L. (1983), “On the Measurement of Interfirm Power in Channels of Distribution,” Journal of Marketing Research, 20 (May), 158-66.
27. -------------- and John O. Summers (1984), “Interfirm Influence Strategies and Their Application within Distribution Channels,” Journal of Marketing, 48 (Summer), 43-55.
28. Freiden, Jon B. (1984), Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences,” Journal of Advertising Research, 24 (October/November), 33-40.
29. French, J. R. P. and B. H. Raven (1959). The bases of social power. In D. Cartwright (Ed.), Studies in social power (pp. 150-167). Ann Arbor: University of Michigan.
30. Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (April), 70-87.
31. Gaski, John F. and John R. Nevin (1985), “The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel,” Journal of Marketing Research, 22 (May), 130-42.
32. Gruen, Thomas W., John O. Summers, and Frank Acito (2000), “Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations,” Journal of Marketing, 64 (July), 34-49.
33. Haley Marketing Group (1999), “You Don`t Need Any New Customers”.
34. Harrison, John (1996), “Managing and Parternering with External Stakeholders,” Academy of Management Executive, May, 46-60.
35. Hewett, Kelly, R. Bruce Money, and Subhash Sharma (2002), “An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 30 (3), 229-239.
36. Hovland, C., I. Janis, and H. Kelley (1953), “Communication and Persuasion, Psychological Studies of Opinion Change,” Yale Univ. Press, New Haven, Conn.
37. Johlke, Mark C., Dale F. Duhan, Roy D. Howell, and Robert W. Wilkes (2000), “An Integrated Model of Sales Managers’ Communication Practices,” Journal of the Academy of Marketing Science, 28 (2), 263-77.
38. Katsikeas, Constantine S. and Anna Kaleka (1999), “Import Motivation in Manufacturer-Overseas Distributor Relationships: Guidelines for U.S. Industrial Exporters,” Industrial Marketing Management, 28 (6), 613-25.
39. Keith, J.E., D.W. Jackson, and L.A. Crosby (1990), “The Effects of Alternative Types of Influence Strategies Under Different Channel Dependence Structures,” Journal of Marketing, 54 (July), 30-41.
40. Kelly, J. D. and L. Davis (1991), “A hybrid genetic algorithm for classification,” Proceedings of the Twelfth International Joint Conference on Artificial Intelligence, 645-50.
41. Kotler, P, (2000), Marketing Management, 10th edition, Englewoods Cliffs, New Jersey, Prentice Hall.
42. Krapfel, Robert E., Deborah Salmond, and Robert Spekman (1991), “A Strategic Approach to Managing Buyer-Seller Relationships,” European Journal of Marketing, 25 (9), 22-37.
43. Krone, K.J., F.M. Jablin, and L.L. Putnam (1987), “Communication Theory and Organizational Communication: Multiple perspectives,” Handbook of organizational communication: An interdisciplinary perspective, Newbury Park, CA: Sage, 18-40.
44. Kumar, Nirmalya, Lisa K. Scheer, and Jan-Benedict E. M. Steenkamp (1995), “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, 32 (August), 348-56.
45. Landry, J.T. (1998), “Electronic Commerce – A New Take on Web Shopping,” Harvard Business Review, July-August, 16-17.
46. Lavidge, Robert J. and Gary A. Steiner (1961),” A Model of Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, 25 (October), 59-62.
47. MacNeil, Ian R. (1980), The New Social Contract An Inquiry Into Modern Contractual Relations, New Haven: Yale University Press.
48. Mohr, Jakki J. and Ravipreet S. Sohi (1995), “Communication Flows in Distribution Channels:Impact on Assessments of Communication Quality and Satisfaction,” Journal of Retailing, 71 (4), 393-416.
49. --------------, Robert J. Fisher, and John R. Nevin (1996), “Collaborative Communication in Interfirm Relationships:Moderating Effects of Integration and Control,” Journal of Marketing, 60 (July), 103-15.
50. -------------- and Robert Spekman (1994), “Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques,” Strategic Management Journal, 15, 135-52.
51. Moorman, Christine (1995), “Organizational Market Information Processing: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research, 32 (August), 318-35.
52. Moorman, C., G. Zaltman, and R. Deshpande (1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations,” Journal of Marketing Research, 29 (August), 314 -28.
53. Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38.
54. Moriarty, R.T., R. C. Kimball, and J. H. Gay (1983), “The Management of Corporate Banking Relationship,” Sloan Management Review, 24 (3), 3-15.
55. ------------ and R.E. Spekman (1984), “An Empirical Investigation of Information Sources Used During the Industrial Buying Process,” Journal of Marketing Research, 21 (November), 137-47.
56. Nevin, John (1995), “Relationship Marketing and Distribution Channels:Exploring Fundamental Issues,” Journal of the Academy of Marketing Science, 23 (Fall), 337-54.
57. Oliver, R., (1993), “Cognitive, Affective and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20 (December), 418-30.
58. Park, C.W. and B. Mittal (1985), “A Theory of Involvement in Consumer Behavior: Problems and Issues,” Research in Consumer Behavior, 1, 201-31.
59. Parsons, Amy L. (2002), “What Determines Buyer-Seller Relationship Quality?An Investigation from the Buyer’s Perspective,” The Journal of Supply Chain Management, Spring, 4-12.
60. Paulin, Michele, Ronald J. Ferguson, and Ana Maria Alvarez Salazar (1999), “External Effectiveness of Service Management,” International Journal of Service Industry Management, 10 (5), 409-29.
61. Peppers, Don and Martha Rogers (1993), The One to One Future: Building Relationships One Customer at a Time, Bantam Doubleday Dell Pub.
62. Raven, B. H. and A. W. Kruglanski, (1970). Conflict and Power. In Paul Swingle, (Ed.) The Structure of Conflict (pp. 69-109. New York: Academic Press.
63. Reichheld, F., and W. Sasser (1990), “Zero Defections: Quality Comes to Service,” Harvard Business Review, 68 (5), 105-111.
64. Robbins, S. B. (1989), “Validity of the superiority and goal instability tests as measures of defects of the self,” Journal of Personality Assessment, 53 (1), 122-32.
65. Schul, P. L., T. E. Little Jr., and W. M. Pride (1985), “Channel climate: Its impact on channel members’ satisfaction,” Journal of Retailing, 61(2), 9-38.
66. Schultz, Roberta J. and Kenneth R. Evans (2002), “Strategic Collaborative Communication by Key Account Representatives,” Journal of Personal Selling and Sales Management, 22 (1), 23-31.
67. Sharma, S., R. M. Durand, and O. Gur-Arie (1981), “Identification and Analysis of Moderator Variables,” Journal of Marketing Research, 18, 291-300.
68. Shipley, D., D. Cook, and E. Barnett (1989), “Recruitment, Motivation, Training and Evaluation of Overseas Distributors,” European Journal of Marketing, 23 (2), 79-93.
69. Simpson, J. T. and D.T. Mayo (1997), “Relationship Management: A Call for Fewer Influence Attempts, Journal of Business Research, 39, 209-18.
70. Smith, Brock (1998), “Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type,” Canadian Journal of Administrative Sciences, 15 (1), 76-92.
71. Stohl, C. and W. C. Redding (1987), “Messages and message exchange processes,” Handbook of organizational communication: An interdisciplinary perspective, Newbury Park, CA: Sage, 451-502.
72. Thorelli, Hans B. (1986), “Networks: Between Markets and Hierarchies,” Strategic Management Journal, 7 (1), 37-51.
73. Triandis, H. and R. Albert (1987). Cross-cultural perspectives. In F. Jablin, L. Putnam, K. Roberts, & L. Porter (Eds.), Handbook of organizational communication (pp. 264-295). Beverly Hills, CA: Sage Publications.
74. Turnbull, Peter W. and Maria Demades (1995), “Marketing Bank Services to Corporate Clients,” Journal of Marketing Management, 11, 187-205.
75. Tyler, Katherine and Edmund Stanley (1999), “UK Bank-Corporate Relationships:Large Corporates’ Expectations of Service,” International Journal of Bank Marketing, 17 (4), 158-70.
76. Verhoef, Peter C., Philip Hans Franses, and Janny C. Hoekstra (2002), “The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter?,” Journal of the Academy of Marketing Science, 30 (3), 202-16.
描述 碩士
國立政治大學
國際經營與貿易研究所
90351003
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090351003
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 林家慧zh_TW
dc.creator (作者) 林家慧zh_TW
dc.date (日期) 2002en_US
dc.date.accessioned 11-Sep-2009 17:03:21 (UTC+8)-
dc.date.available 11-Sep-2009 17:03:21 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 17:03:21 (UTC+8)-
dc.identifier (Other Identifiers) G0090351003en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/30009-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 90351003zh_TW
dc.description (描述) 91zh_TW
dc.description.abstract (摘要) 近年來,金融產業面臨著激烈的競爭環境,在開發新顧客成本遠高於維繫舊客戶,以及金控法通過後欲獲得更多交叉銷售機會的情形下,深耕顧客、和顧客建立良好關係也就成了當前金融業最重要的目標。
     
      而要和顧客建立關係,「溝通」是不可或缺的要素。因此,本研究將焦點放在關係行銷策略中的溝通策略,以權變理論為出發點來探討在不同的情境下,吾人應該運用何種溝通模式,才能增進對方的滿意度、信任感及繼續合作的承諾感。其研究方法是以郵寄問卷的方式進行,針對製造業企業共發出656份問卷,並在經效度及信度的檢定後,以迴歸分析來驗證架構的適宜性。本研究主要的研究發現如下。
     
     一、雙向性的溝通策略對關係品質有正向的影響。
     二、策略性的溝通內容對關係品質有正向的影響。
     三、當對方的企業文化偏向外在定位時,將會增強雙向的溝通對於關係品
     質的正向效果。
     四、當對方的企業文化偏向內在維持時,將會減弱正式的溝通對於關係
     品質的正向效果。
zh_TW
dc.description.tableofcontents 第一章 緒論 8
     第一節 研究動機 8
     第二節 研究目的 9
     第三節 研究範圍 9
     第四節 研究步驟 13
     第二章 文獻探討與研究假設 15
     第一節 關係行銷 15
     一、關係行銷之定義 15
     二、關係管理—管理觀點 18
     三、金融服務與關係行銷 24
     第二節 關係現狀與關係導向 26
     一、關係品質之定義與形成要素 26
     二、顧客滿意 27
     三、信任 28
     四、承諾 29
     第三節 溝通 30
     一、溝通與顧客關係 30
     二、溝通模式 32
     三、溝通效果 38
     第四節 研究架構 44
     第五節 研究假設 53
     一、溝通策略與關係品質之關係 53
     二、影響溝通成效的調節變數 55
     
     第三章 研究方法 60
     第一節 研究對象 60
     第二節 研究設計 60
     第三節 變數衡量 61
     一、溝通策略 61
     二、關係品質 64
     三、調節變數 67
     第四節 資料蒐集 70
     第四章 資料分析與研究發現 72
     第一節 基本資料分析 72
     第二節 效度與信度 73
     一、效度檢定 74
     二、信度檢定 75
     第三節 假設驗證 77
     一、溝通策略對於關係品質之影響分析 80
     二、權力地位及企業文化之調節效果分析 80
     三、調節變數之性質 80
     第四節 研究討論 82
     一、主效果 82
     二、調節效果 83
     第五章 結論與建議 87
     第一節 結論 87
     第二節 管理意涵 88
     第三節 研究貢獻 89
     第四節 研究限制 89
     第五節 研究建議 90
     參考文獻 91
     中文部分 91
     英文部分 92
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090351003en_US
dc.subject (關鍵詞) 溝通策略zh_TW
dc.subject (關鍵詞) 關係品質zh_TW
dc.subject (關鍵詞) 企業文化zh_TW
dc.subject (關鍵詞) 權力地位zh_TW
dc.title (題名) 溝通策略對關係品質影響之研究zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 1. 文永樑,「由製造商觀點探討買賣雙方合作屬性、相互依賴程度與合作績效—國內資訊硬體產業之實證」,逄甲大學企業管理研究所碩士論文,1999年。zh_TW
dc.relation.reference (參考文獻) 2. 何昭賢,「產品屬性、訊息來源對廣告溝通效果的影響」,東吳大學企業管理學研究所論文,1999年。zh_TW
dc.relation.reference (參考文獻) 3. 李昂,「整合理論與公共行政(六)」,法政讀書會http://www.lawstudio.idv.tw/,2001年。zh_TW
dc.relation.reference (參考文獻) 4. 林桂鮮,「行銷通路成員激勵影響因素之探討與實證」,國立台灣科技大學/企業管理研究所碩士論文,2000年。zh_TW
dc.relation.reference (參考文獻) 5. 林培群,「企業對於衍生性金融商品的態度與採納行為之研究」,國立成功大學企業管理研究所碩士論文,2001年6月。zh_TW
dc.relation.reference (參考文獻) 6. 林欽榮,「人際關係與溝通」,台北:揚智文化,2001年。zh_TW
dc.relation.reference (參考文獻) 7. 胡育華,「行銷通路權力、通路氣候與團結合作之研究 - 台灣PDA產業實証」,高雄第一科技大學行銷與流通管理研究所碩士論文,2000年。zh_TW
dc.relation.reference (參考文獻) 8. 許士軍,管理學,台北:東華書局,1994年。zh_TW
dc.relation.reference (參考文獻) 9. 陳俊雄,「企業文化、經營策略與績效關係之探討─以電子資訊業為研究對象」,淡江大學管理科學研究所碩士論文,1993年6月。zh_TW
dc.relation.reference (參考文獻) 10. 陳照明、陳春富,「政治行銷模式之建構-商業行銷模式之修飾」,2002年6月。zh_TW
dc.relation.reference (參考文獻) 77. Ward, A. and T. Smith (1998), “Relationship Marketing: Strength of Relationship Time Versus Duration,” European Marketing Academy Conference Proceedings, Per Anderson, ed., Stockholm, May, 569-88.zh_TW
dc.relation.reference (參考文獻) 78. Williams, K., R. Spiro, and L. Fine (1990), The Customer-Salesperson Dyad: An Interaction Communication Model and Review, Journal of Personal Selling and Sales Management, 10 (3), 29-43.zh_TW
dc.relation.reference (參考文獻) 11. 尉謄蛟譯,Rigis Mckenna原著,「關係行銷(Relationship Marketing)」,長河出版社,1997年。zh_TW
dc.relation.reference (參考文獻) 12. 黃宏鈞,「企業形象與服務品質對消費者再購行為之影響:顧客關係的中介效果」,國立台灣大學心理學研究所論文,2001年。zh_TW
dc.relation.reference (參考文獻) 13. 張肖美,「淺談消費金融與企業金融之差異」,交銀通訊,2002年九月號。zh_TW
dc.relation.reference (參考文獻) 14. 楊啟東,「溝通領導與士氣激勵」,全國文化機構中區義工幹部訓練研習班講稿,2000年。zh_TW
dc.relation.reference (參考文獻) 15. 楊慧華,「企業文化.企業願景.經營策略與經營績效之關係研究--以台灣國際觀光旅館為實證」,國立成功大學企業管理研究所碩士論文,2002年6月。zh_TW
dc.relation.reference (參考文獻) 16. 楊靜嫻,「關係行銷與滿意度對加盟者的信任興未來合作的影響--以便利商店為例」,國立政治大學國際貿易研究所,2001年3月。zh_TW
dc.relation.reference (參考文獻) 17. 曹錫智,「本土連鎖加盟業組織控制之研究」,大葉大學事業經營研究所碩士論文,2001年6月。zh_TW
dc.relation.reference (參考文獻) 18. 顧萱萱、謝佳穎,「銀行服務資訊化程度對消費者關係承諾之影響:關係價值之中介角色分析」,東吳經濟商學學報第33期。zh_TW
dc.relation.reference (參考文獻) 19. 謝晶瑩譯,Don Peppers and Martha Rogers原著,「1:1行銷(The One to One Future:Building Relationships One Customer at a Time)」,時報文化出版企業有限公司,1995年。zh_TW
dc.relation.reference (參考文獻) 20. 顏慶銘,「銀行分行單位達成營運目標之策略探討」,大葉大學事業經營研究所碩士論文,2002年6月。zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) 1. Aiken, L. S. and S. G. West (1991), Multiple Regression: Testing and interpreting interactions, Newbury Park, CA: Sage.zh_TW
dc.relation.reference (參考文獻) 2. Anderson, Erin, Leonard M. Lodish, and Barton A. Weitz (1987), “Resource Allocation Behavior in Conventional Channels,” Journal of Marketing Research, 24 (February), 85-97.zh_TW
dc.relation.reference (參考文獻) 3. Anderson, J. C. and Barton Weitz (1989), “Determinants of Continuity in Conventional Industrial Channel Dyads,” Marketing Science, 8 (Fall), 310-23.zh_TW
dc.relation.reference (參考文獻) 4. ------------- and J. A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Relationships,” Journal of Marketing, 54 (January), 42-58.zh_TW
dc.relation.reference (參考文獻) 5. Berlo, D. (1960), The Process of Communication: An Introduction to Theory and Practice, New York: Holt, Rinehart and Winston.zh_TW
dc.relation.reference (參考文獻) 6. Berry, Leonard L. (1983), “Relationship Marketing,” in Berry, Shoestack and Upah, Emerging Perspectives in Services Marketing, American Marketing Association, Chicago, Illinois, 25-28.zh_TW
dc.relation.reference (參考文獻) 7. Berry, Leonard L. (1995), “Relationship Marketing of Services-Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, 23 (4), 236-45.zh_TW
dc.relation.reference (參考文獻) 8. ------------- and A. Parasuraman (1991), “Marketing Services: Competingzh_TW
dc.relation.reference (參考文獻) through quality,” Free Press, New York.zh_TW
dc.relation.reference (參考文獻) 9. Bitner, Mary Jo (1995), “Building Service Relationships: It`s All About Promises,” Journal of the Academy of Marketing Science, 23 (4), 246-251.zh_TW
dc.relation.reference (參考文獻) 10. Bleeke, Joel and David Ernst (1993), Collaborating to Compete: Using Strategic Alliances and Acquisitions in the Global Marketplace, New York, NY: John Wiley & Sons, Inc.zh_TW
dc.relation.reference (參考文獻) 11. Brown, J. R., R. F. Lusch, and C. Nicholson (1995), “Power and Relationship Commitment: Their Impact on Marketing Channel Performance,” Journal of Retailing, 71 (Winter), 363-92.zh_TW
dc.relation.reference (參考文獻) 12. Bucklin, Louis P. and Sanjit Sengupta (1993), “Organizing Successful Co-marketing Alliances,” Journal of Marketing, 57 (April), 32-46.zh_TW
dc.relation.reference (參考文獻) 13. Cannon, Joseph P. and William D. Perreault Jr. (1999), “Buyer-Seller Relationships in Business Markets,” Journal of Marketing Research, 36 (November), 439-60.zh_TW
dc.relation.reference (參考文獻) 14. Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, 54 (July), 68-81.zh_TW
dc.relation.reference (參考文獻) 15. Daft, R. L. and R. H. Lengel (1986), “Organizational information requirements, media richness, and structural design,” Management Science, 32, 554-71.zh_TW
dc.relation.reference (參考文獻) 16. Dahlstrom, Robert and Arne Nygaard (1995), “An Exploratory Investigation of Interpersonal Trust in New and Mature Market Economies,” Journal of Retailing, 71 (4), 339-61.zh_TW
dc.relation.reference (參考文獻) 17. Deshpande, Ronit, John U. Farley, and Frederick Jr. Webster (1993), “Corporate Culture, Customer Orientation, and Innovativeness,” Journal of Marketing, 57 (January), 23-38.zh_TW
dc.relation.reference (參考文獻) 18. ------------- and Frederick E. Webster (1989), “Organizational Culture and Marketing: Defining the Research Agenda,” Journal of Marketing, 53 (January), 3-15.zh_TW
dc.relation.reference (參考文獻) 19. Doney, P.M. and J.P. Canon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61 (April), 35-51.zh_TW
dc.relation.reference (參考文獻) 20. Dorsch, Michael J., Scott R. Swanson, and Scott W. Kelley (1998), “The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers,” Journal of the Academy of Marketing Science, 26 (Spring), 128-42.zh_TW
dc.relation.reference (參考文獻) 21. Dwyer, F. R., P. H. Schurr, and S. Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51 (2), 11-27.zh_TW
dc.relation.reference (參考文獻) 22. El-Ansary, Adel and Louis Stern (1972), “Power Measurement in the Distribution Channel,” Journal of Marketing Research, 9 (February), 47-52.zh_TW
dc.relation.reference (參考文獻) 23. Etgar, Michael (1979), “Sources and Types of Intra-channel Conflict,” Journal of Retailing, 55 (Spring), 61-78.zh_TW
dc.relation.reference (參考文獻) 24. Farace, Monge and Russell (1977), Communicating and Organizing. Reading, Mass: Addison-Wesley Pub. Co.zh_TW
dc.relation.reference (參考文獻) 25. Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention, and Behavior:An Introduction to Theory and Research, Reading (MA): Addison-Wesley.zh_TW
dc.relation.reference (參考文獻) 26. Frazier, Gary L. (1983), “On the Measurement of Interfirm Power in Channels of Distribution,” Journal of Marketing Research, 20 (May), 158-66.zh_TW
dc.relation.reference (參考文獻) 27. -------------- and John O. Summers (1984), “Interfirm Influence Strategies and Their Application within Distribution Channels,” Journal of Marketing, 48 (Summer), 43-55.zh_TW
dc.relation.reference (參考文獻) 28. Freiden, Jon B. (1984), Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences,” Journal of Advertising Research, 24 (October/November), 33-40.zh_TW
dc.relation.reference (參考文獻) 29. French, J. R. P. and B. H. Raven (1959). The bases of social power. In D. Cartwright (Ed.), Studies in social power (pp. 150-167). Ann Arbor: University of Michigan.zh_TW
dc.relation.reference (參考文獻) 30. Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (April), 70-87.zh_TW
dc.relation.reference (參考文獻) 31. Gaski, John F. and John R. Nevin (1985), “The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel,” Journal of Marketing Research, 22 (May), 130-42.zh_TW
dc.relation.reference (參考文獻) 32. Gruen, Thomas W., John O. Summers, and Frank Acito (2000), “Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations,” Journal of Marketing, 64 (July), 34-49.zh_TW
dc.relation.reference (參考文獻) 33. Haley Marketing Group (1999), “You Don`t Need Any New Customers”.zh_TW
dc.relation.reference (參考文獻) 34. Harrison, John (1996), “Managing and Parternering with External Stakeholders,” Academy of Management Executive, May, 46-60.zh_TW
dc.relation.reference (參考文獻) 35. Hewett, Kelly, R. Bruce Money, and Subhash Sharma (2002), “An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 30 (3), 229-239.zh_TW
dc.relation.reference (參考文獻) 36. Hovland, C., I. Janis, and H. Kelley (1953), “Communication and Persuasion, Psychological Studies of Opinion Change,” Yale Univ. Press, New Haven, Conn.zh_TW
dc.relation.reference (參考文獻) 37. Johlke, Mark C., Dale F. Duhan, Roy D. Howell, and Robert W. Wilkes (2000), “An Integrated Model of Sales Managers’ Communication Practices,” Journal of the Academy of Marketing Science, 28 (2), 263-77.zh_TW
dc.relation.reference (參考文獻) 38. Katsikeas, Constantine S. and Anna Kaleka (1999), “Import Motivation in Manufacturer-Overseas Distributor Relationships: Guidelines for U.S. Industrial Exporters,” Industrial Marketing Management, 28 (6), 613-25.zh_TW
dc.relation.reference (參考文獻) 39. Keith, J.E., D.W. Jackson, and L.A. Crosby (1990), “The Effects of Alternative Types of Influence Strategies Under Different Channel Dependence Structures,” Journal of Marketing, 54 (July), 30-41.zh_TW
dc.relation.reference (參考文獻) 40. Kelly, J. D. and L. Davis (1991), “A hybrid genetic algorithm for classification,” Proceedings of the Twelfth International Joint Conference on Artificial Intelligence, 645-50.zh_TW
dc.relation.reference (參考文獻) 41. Kotler, P, (2000), Marketing Management, 10th edition, Englewoods Cliffs, New Jersey, Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 42. Krapfel, Robert E., Deborah Salmond, and Robert Spekman (1991), “A Strategic Approach to Managing Buyer-Seller Relationships,” European Journal of Marketing, 25 (9), 22-37.zh_TW
dc.relation.reference (參考文獻) 43. Krone, K.J., F.M. Jablin, and L.L. Putnam (1987), “Communication Theory and Organizational Communication: Multiple perspectives,” Handbook of organizational communication: An interdisciplinary perspective, Newbury Park, CA: Sage, 18-40.zh_TW
dc.relation.reference (參考文獻) 44. Kumar, Nirmalya, Lisa K. Scheer, and Jan-Benedict E. M. Steenkamp (1995), “The Effects of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, 32 (August), 348-56.zh_TW
dc.relation.reference (參考文獻) 45. Landry, J.T. (1998), “Electronic Commerce – A New Take on Web Shopping,” Harvard Business Review, July-August, 16-17.zh_TW
dc.relation.reference (參考文獻) 46. Lavidge, Robert J. and Gary A. Steiner (1961),” A Model of Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, 25 (October), 59-62.zh_TW
dc.relation.reference (參考文獻) 47. MacNeil, Ian R. (1980), The New Social Contract An Inquiry Into Modern Contractual Relations, New Haven: Yale University Press.zh_TW
dc.relation.reference (參考文獻) 48. Mohr, Jakki J. and Ravipreet S. Sohi (1995), “Communication Flows in Distribution Channels:Impact on Assessments of Communication Quality and Satisfaction,” Journal of Retailing, 71 (4), 393-416.zh_TW
dc.relation.reference (參考文獻) 49. --------------, Robert J. Fisher, and John R. Nevin (1996), “Collaborative Communication in Interfirm Relationships:Moderating Effects of Integration and Control,” Journal of Marketing, 60 (July), 103-15.zh_TW
dc.relation.reference (參考文獻) 50. -------------- and Robert Spekman (1994), “Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques,” Strategic Management Journal, 15, 135-52.zh_TW
dc.relation.reference (參考文獻) 51. Moorman, Christine (1995), “Organizational Market Information Processing: Cultural Antecedents and New Product Outcomes,” Journal of Marketing Research, 32 (August), 318-35.zh_TW
dc.relation.reference (參考文獻) 52. Moorman, C., G. Zaltman, and R. Deshpande (1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations,” Journal of Marketing Research, 29 (August), 314 -28.zh_TW
dc.relation.reference (參考文獻) 53. Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38.zh_TW
dc.relation.reference (參考文獻) 54. Moriarty, R.T., R. C. Kimball, and J. H. Gay (1983), “The Management of Corporate Banking Relationship,” Sloan Management Review, 24 (3), 3-15.zh_TW
dc.relation.reference (參考文獻) 55. ------------ and R.E. Spekman (1984), “An Empirical Investigation of Information Sources Used During the Industrial Buying Process,” Journal of Marketing Research, 21 (November), 137-47.zh_TW
dc.relation.reference (參考文獻) 56. Nevin, John (1995), “Relationship Marketing and Distribution Channels:Exploring Fundamental Issues,” Journal of the Academy of Marketing Science, 23 (Fall), 337-54.zh_TW
dc.relation.reference (參考文獻) 57. Oliver, R., (1993), “Cognitive, Affective and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20 (December), 418-30.zh_TW
dc.relation.reference (參考文獻) 58. Park, C.W. and B. Mittal (1985), “A Theory of Involvement in Consumer Behavior: Problems and Issues,” Research in Consumer Behavior, 1, 201-31.zh_TW
dc.relation.reference (參考文獻) 59. Parsons, Amy L. (2002), “What Determines Buyer-Seller Relationship Quality?An Investigation from the Buyer’s Perspective,” The Journal of Supply Chain Management, Spring, 4-12.zh_TW
dc.relation.reference (參考文獻) 60. Paulin, Michele, Ronald J. Ferguson, and Ana Maria Alvarez Salazar (1999), “External Effectiveness of Service Management,” International Journal of Service Industry Management, 10 (5), 409-29.zh_TW
dc.relation.reference (參考文獻) 61. Peppers, Don and Martha Rogers (1993), The One to One Future: Building Relationships One Customer at a Time, Bantam Doubleday Dell Pub.zh_TW
dc.relation.reference (參考文獻) 62. Raven, B. H. and A. W. Kruglanski, (1970). Conflict and Power. In Paul Swingle, (Ed.) The Structure of Conflict (pp. 69-109. New York: Academic Press.zh_TW
dc.relation.reference (參考文獻) 63. Reichheld, F., and W. Sasser (1990), “Zero Defections: Quality Comes to Service,” Harvard Business Review, 68 (5), 105-111.zh_TW
dc.relation.reference (參考文獻) 64. Robbins, S. B. (1989), “Validity of the superiority and goal instability tests as measures of defects of the self,” Journal of Personality Assessment, 53 (1), 122-32.zh_TW
dc.relation.reference (參考文獻) 65. Schul, P. L., T. E. Little Jr., and W. M. Pride (1985), “Channel climate: Its impact on channel members’ satisfaction,” Journal of Retailing, 61(2), 9-38.zh_TW
dc.relation.reference (參考文獻) 66. Schultz, Roberta J. and Kenneth R. Evans (2002), “Strategic Collaborative Communication by Key Account Representatives,” Journal of Personal Selling and Sales Management, 22 (1), 23-31.zh_TW
dc.relation.reference (參考文獻) 67. Sharma, S., R. M. Durand, and O. Gur-Arie (1981), “Identification and Analysis of Moderator Variables,” Journal of Marketing Research, 18, 291-300.zh_TW
dc.relation.reference (參考文獻) 68. Shipley, D., D. Cook, and E. Barnett (1989), “Recruitment, Motivation, Training and Evaluation of Overseas Distributors,” European Journal of Marketing, 23 (2), 79-93.zh_TW
dc.relation.reference (參考文獻) 69. Simpson, J. T. and D.T. Mayo (1997), “Relationship Management: A Call for Fewer Influence Attempts, Journal of Business Research, 39, 209-18.zh_TW
dc.relation.reference (參考文獻) 70. Smith, Brock (1998), “Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type,” Canadian Journal of Administrative Sciences, 15 (1), 76-92.zh_TW
dc.relation.reference (參考文獻) 71. Stohl, C. and W. C. Redding (1987), “Messages and message exchange processes,” Handbook of organizational communication: An interdisciplinary perspective, Newbury Park, CA: Sage, 451-502.zh_TW
dc.relation.reference (參考文獻) 72. Thorelli, Hans B. (1986), “Networks: Between Markets and Hierarchies,” Strategic Management Journal, 7 (1), 37-51.zh_TW
dc.relation.reference (參考文獻) 73. Triandis, H. and R. Albert (1987). Cross-cultural perspectives. In F. Jablin, L. Putnam, K. Roberts, & L. Porter (Eds.), Handbook of organizational communication (pp. 264-295). Beverly Hills, CA: Sage Publications.zh_TW
dc.relation.reference (參考文獻) 74. Turnbull, Peter W. and Maria Demades (1995), “Marketing Bank Services to Corporate Clients,” Journal of Marketing Management, 11, 187-205.zh_TW
dc.relation.reference (參考文獻) 75. Tyler, Katherine and Edmund Stanley (1999), “UK Bank-Corporate Relationships:Large Corporates’ Expectations of Service,” International Journal of Bank Marketing, 17 (4), 158-70.zh_TW
dc.relation.reference (參考文獻) 76. Verhoef, Peter C., Philip Hans Franses, and Janny C. Hoekstra (2002), “The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased From a Multiservice Provider: Does Age of Relationship Matter?,” Journal of the Academy of Marketing Science, 30 (3), 202-16.zh_TW