| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (作者) | 林家慧 | zh_TW |
| dc.creator (作者) | 林家慧 | zh_TW |
| dc.date (日期) | 2002 | en_US |
| dc.date.accessioned | 11-九月-2009 17:03:21 (UTC+8) | - |
| dc.date.available | 11-九月-2009 17:03:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 17:03:21 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0090351003 | en_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) | 90351003 | zh_TW |
| dc.description (描述) | 91 | zh_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/#G0090351003 | en_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) | thesis | en |
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