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題名 關係行銷與滿意度對加盟者的信任與未來合作的影響－以便利商店為例
作者 楊靜嫻
貢獻者 邱志聖
楊靜嫻
關鍵詞 關係行銷
滿意度
信任
互動
溝通
資產專屬性
便利商店
加盟業者
relationship marketing
satisfaction
trust
interactivity
communication
asset specificity
coverience store
franchise chain
日期 2001
上傳時間 18-Apr-2016 16:23:55 (UTC+8)
摘要 本研究旨要探討加盟總公司對於加盟業者所提供的服務的實際程度？這些對滿意度真的很重要？亦或關係導向及其因素對滿意度的影響較重要？加盟業者對加盟總公司的滿意度是否對績效有所影響？或可增加未來合作的程度？加盟業者對總公司所提供的好處的實際感受？對關係行銷中的信任程度及未來合作影響如何？綜合以上的架構，建立一整體的概念，以加盟業者為研究對象，獲得實證結果，實際了解加盟業者對總公司所提供的服務與關係行銷品質對滿意度及未來合作的影響，並從結果中提出建議，以供參考。
參考文獻 1.楊雅民、王郁惠、黃惠娟(1999)，商業週刊，594期，April，12
     2.戴安.英曼，(1999)經濟日報，May,18
     3.李勝祥(1998)，聯盟夥伴認知對運作結果及合作的意願，成功大學企業管理研究所博士論文。
     4.陳沅易 (1998) ，服務品質與關係行銷對顧客信任與滿意度的影響以投信機構為例，政治大學國際貿易研究所未出版碩士論文．
     5.李大有（1997），關係行銷策略規劃-商業銀行個案分析，政治大學企業管理研究所未出版碩士論文．
     6.張國文(1999)，“加盟專案行銷策略與網路行銷”，2000年台北國際加盟研討會。Mar.
     7.創業加盟雙月刊(1999)，“十大常見的加盟糾紛” .Mar
     8.Anderson, James C. and James A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, Vol.54, P42-58.
     9.Anserson, Eugene W. and Sullivan, Mary W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science 12(Spring), P125-143.
     10.Campbell, J.P.& Dunnette, M.D.& Lawler, E.E. and Weick, K.E.(1970), Performance and Effectiveness, Managerial Behavior N.Y.：Mc-Graw-Hill Inc.
     11.Duncan, Tom (1994), “New Sides of IMC,” in Marketing Communication Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies, Marketing Science Institute Report No. 94-109, Corrine Faure and Lisa Klein, eds. Cambridge, MA: Marketing Science Institute, P.37-39.
     12.Durcan,Tom and Moriarty, Sandra E.(1997), Driving Brand Value ：Using Integrated Marketing to Drive Stakeholder Relationships, New York： McGraw-Hill。
     13.--------------(1998), “A Communication-based Marketing Model for Managing Relationships,” Journal of Marketing, Vol.62, (April) P.1-13.
     14.Ernst, D. and Bleeke, J.(1993), Collaborating to Compete: Using Strategic Alliances and Acquisitions in The Global Marketplace, New York: Wiley.
     15.Garbarino, Ellen & Johnson, Mark S.(1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships,” Journal of Marketing, Vol.63,(April) P.70-87.
     16.Gassenheimer, Jule B. & Houston, Franklin S.& Davis, J.Charlene (1998), “The Role of Economic Value, Social Value, and Perceptions of Fairness in Interorganizational Relationship Retention Decisions,” Journal of The Academy of Marketing Science,Vol.26, No.4, P.322-337.
     17.Gronroos, Christian (1990), “Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface,” Journal of Business Research,(January) P.3-11.
     18. -----------------(1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Book.
     19.----------------(1994), “From Marketing Mix to Relationship Marketing Towards a Paradigm Shift in Marketing,” Management Decision, Vol. 32, No.2, P.4-20.
     20.----------------(1995), “Relationship Marketing: The Strategy Continuum,”Journal of The Academy Marketing Science, (Fall) P.252-254.
     21.Gummesson, Evert(1996), “Relationship Marketing and Imaginary Organizations: A Synthesis,” European Journal of Marketing, Vol. 30(2), P.31-44.
     22.Halinen, Aino(1997), Relationship Marketing In Professional Services, Routledge, London and New York.
     23.Hurley, Robert F. & Estelami, Hooman (1998), “Alternative Indexes for Monitoring Customer Perceptions Of Service Quality： A Comparative Evaluation in A Retail Context,” Journal of Academy of Marketing Science, Vol. 26,No 3, P.209-221.
     24.Joshi, Ashwin W. & Stump, Rodney L. (1999), “The Contingent Effect of Specific Asset Investments On Action in Manufacturer-Supplier Relationships：An Empirical Test Of The Moderating Role Of Reciprocal Asset Investments, Uncertainty, and Trust,” Journal of The Academy Marketing Science, Vol.27, No.3, p291-305.
     25.Kotler, P.& Ang,Swee Hoon & Leong Aiew Meng and Tan, Chin Tiong (1998), Marketing Management: An Asian Perspective, Prentice Hall.
     26.Kumar, Nirmalya(1997), “The Power of Trust in Manufacture-Retail Relationship,” Harvard Business Review, (November/Decemeber), P.92-106
     27.Lasswell, Harold D(1948), The Structure and Function of Communication in Society, In Communication of Ideas, L.Bryson, Ed New York：Harper, P.37-51
     28.Levitt, Theodore(1983), The Marketing Imagination, New York: The Free Press.
     29.Morgan, Robert M. and Hunt, Shelby(1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, (July) P.20-38.
     30.Pitchard, Mark P. & Havitz, Mark E. and Howard, Dennis R.(1999), “Analyzing The Commitment-Loyalty Link in Service Contexts,” Vol. 27, No.3, P. 333-348.
     31.Schrmm, Wilbur(1973), Men, Messages and Media： A Look at Human Communication, New York： Harper & Row. P.3
     32.Hoppock, R.(1935), Job Satisfaction, New York ： Harper & Brother.
     33.Oliver, Richard L.& DeSarbo, Wayne.S (1988), “Response Determinants in Satisfaction Judgment”, Journal of Consumer Research, Vol. 14 (March) P.495-507
     34.Parasuraman, A., Valarie Zeithaml and Berry, Leonard (1985), “A Conceptual Model of Service Quality and Its Implications for Future Reasearch”, Journal of Marketing, Vol. 49, P41-50.
     35.Swan, John E. and Linda J. Combs (1976) “Product Performance and Consumer Dissatisfaction： A New Concept,” Journal of Marketing Research，40(April) P. 25-33.
     36.Simponson, James T. and Mayo, Donna T.(1997), “Relationship Management: A Call for Fewer Influence Attempts?”, Journal of Business Research, Vol. 39, P.209-218.
     37.Tax, Stephen S. & Brown,Stephen W & Chandrashekaran, Murali(1998), “Customer Evaluations of Service Complaint Experiences： Implications For Relationship Marketing,” Journal of Marketing, (April) Vol.62, P60-76.
     38.Stone, Marlin & Woodcock, Neil(1990), Relationship Marketing, Kogan Page Ltd.
     39.Wolf, Michael F.(1994), “Building Trust in Alliances,” Research Technology Management, (May/June),P.12-15.
描述 碩士
國立政治大學
國際經營與貿易學系
87351031
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001500
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 楊靜嫻zh_TW
dc.creator (作者) 楊靜嫻zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:23:55 (UTC+8)-
dc.date.available 18-Apr-2016 16:23:55 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:23:55 (UTC+8)-
dc.identifier (Other Identifiers) A2002001500en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85288-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 87351031zh_TW
dc.description.abstract (摘要) 本研究旨要探討加盟總公司對於加盟業者所提供的服務的實際程度？這些對滿意度真的很重要？亦或關係導向及其因素對滿意度的影響較重要？加盟業者對加盟總公司的滿意度是否對績效有所影響？或可增加未來合作的程度？加盟業者對總公司所提供的好處的實際感受？對關係行銷中的信任程度及未來合作影響如何？綜合以上的架構，建立一整體的概念，以加盟業者為研究對象，獲得實證結果，實際了解加盟業者對總公司所提供的服務與關係行銷品質對滿意度及未來合作的影響，並從結果中提出建議，以供參考。zh_TW
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     論文摘要
     目錄
     表目錄
     圖目錄
     第一章 緒論
     第一節 研究動機及目的
     第二節 研究流程
     第二章 文獻探討
     第一節 滿意理論
     第二節 關係行銷
     第三章 研究假設與架構
     第一節 研究假設
     第二節 各項變數衡量
     第三節 研究架構
     第四章 研究方法
     第一節 問卷設計
     第二節 抽樣方法
     第五章 實證結果
     第一節 樣本結構
     第二節 因素分析及信度分析結果
     第三節 整體概念結構模型
     第四節 假說實證結果
     第五節 討論
     第六章 結論與建議
     第一節 研究結論
     第二節 實務上的建議
     第三節 後續研究建議
     參考文獻
     附錄一 正式問卷		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001500en_US
dc.subject (關鍵詞) 關係行銷zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) 互動zh_TW
dc.subject (關鍵詞) 溝通zh_TW
dc.subject (關鍵詞) 資產專屬性zh_TW
dc.subject (關鍵詞) 便利商店zh_TW
dc.subject (關鍵詞) 加盟業者zh_TW
dc.subject (關鍵詞) relationship marketingen_US
dc.subject (關鍵詞) satisfactionen_US
dc.subject (關鍵詞) trusten_US
dc.subject (關鍵詞) interactivityen_US
dc.subject (關鍵詞) communicationen_US
dc.subject (關鍵詞) asset specificityen_US
dc.subject (關鍵詞) coverience storeen_US
dc.subject (關鍵詞) franchise chainen_US
dc.title (題名) 關係行銷與滿意度對加盟者的信任與未來合作的影響－以便利商店為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1.楊雅民、王郁惠、黃惠娟(1999)，商業週刊，594期，April，12
     2.戴安.英曼，(1999)經濟日報，May,18
     3.李勝祥(1998)，聯盟夥伴認知對運作結果及合作的意願，成功大學企業管理研究所博士論文。
     4.陳沅易 (1998) ，服務品質與關係行銷對顧客信任與滿意度的影響以投信機構為例，政治大學國際貿易研究所未出版碩士論文．
     5.李大有（1997），關係行銷策略規劃-商業銀行個案分析，政治大學企業管理研究所未出版碩士論文．
     6.張國文(1999)，“加盟專案行銷策略與網路行銷”，2000年台北國際加盟研討會。Mar.
     7.創業加盟雙月刊(1999)，“十大常見的加盟糾紛” .Mar
     8.Anderson, James C. and James A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, Vol.54, P42-58.
     9.Anserson, Eugene W. and Sullivan, Mary W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science 12(Spring), P125-143.
     10.Campbell, J.P.& Dunnette, M.D.& Lawler, E.E. and Weick, K.E.(1970), Performance and Effectiveness, Managerial Behavior N.Y.：Mc-Graw-Hill Inc.
     11.Duncan, Tom (1994), “New Sides of IMC,” in Marketing Communication Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies, Marketing Science Institute Report No. 94-109, Corrine Faure and Lisa Klein, eds. Cambridge, MA: Marketing Science Institute, P.37-39.
     12.Durcan,Tom and Moriarty, Sandra E.(1997), Driving Brand Value ：Using Integrated Marketing to Drive Stakeholder Relationships, New York： McGraw-Hill。
     13.--------------(1998), “A Communication-based Marketing Model for Managing Relationships,” Journal of Marketing, Vol.62, (April) P.1-13.
     14.Ernst, D. and Bleeke, J.(1993), Collaborating to Compete: Using Strategic Alliances and Acquisitions in The Global Marketplace, New York: Wiley.
     15.Garbarino, Ellen & Johnson, Mark S.(1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships,” Journal of Marketing, Vol.63,(April) P.70-87.
     16.Gassenheimer, Jule B. & Houston, Franklin S.& Davis, J.Charlene (1998), “The Role of Economic Value, Social Value, and Perceptions of Fairness in Interorganizational Relationship Retention Decisions,” Journal of The Academy of Marketing Science,Vol.26, No.4, P.322-337.
     17.Gronroos, Christian (1990), “Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface,” Journal of Business Research,(January) P.3-11.
     18. -----------------(1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Book.
     19.----------------(1994), “From Marketing Mix to Relationship Marketing Towards a Paradigm Shift in Marketing,” Management Decision, Vol. 32, No.2, P.4-20.
     20.----------------(1995), “Relationship Marketing: The Strategy Continuum,”Journal of The Academy Marketing Science, (Fall) P.252-254.
     21.Gummesson, Evert(1996), “Relationship Marketing and Imaginary Organizations: A Synthesis,” European Journal of Marketing, Vol. 30(2), P.31-44.
     22.Halinen, Aino(1997), Relationship Marketing In Professional Services, Routledge, London and New York.
     23.Hurley, Robert F. & Estelami, Hooman (1998), “Alternative Indexes for Monitoring Customer Perceptions Of Service Quality： A Comparative Evaluation in A Retail Context,” Journal of Academy of Marketing Science, Vol. 26,No 3, P.209-221.
     24.Joshi, Ashwin W. & Stump, Rodney L. (1999), “The Contingent Effect of Specific Asset Investments On Action in Manufacturer-Supplier Relationships：An Empirical Test Of The Moderating Role Of Reciprocal Asset Investments, Uncertainty, and Trust,” Journal of The Academy Marketing Science, Vol.27, No.3, p291-305.
     25.Kotler, P.& Ang,Swee Hoon & Leong Aiew Meng and Tan, Chin Tiong (1998), Marketing Management: An Asian Perspective, Prentice Hall.
     26.Kumar, Nirmalya(1997), “The Power of Trust in Manufacture-Retail Relationship,” Harvard Business Review, (November/Decemeber), P.92-106
     27.Lasswell, Harold D(1948), The Structure and Function of Communication in Society, In Communication of Ideas, L.Bryson, Ed New York：Harper, P.37-51
     28.Levitt, Theodore(1983), The Marketing Imagination, New York: The Free Press.
     29.Morgan, Robert M. and Hunt, Shelby(1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, (July) P.20-38.
     30.Pitchard, Mark P. & Havitz, Mark E. and Howard, Dennis R.(1999), “Analyzing The Commitment-Loyalty Link in Service Contexts,” Vol. 27, No.3, P. 333-348.
     31.Schrmm, Wilbur(1973), Men, Messages and Media： A Look at Human Communication, New York： Harper & Row. P.3
     32.Hoppock, R.(1935), Job Satisfaction, New York ： Harper & Brother.
     33.Oliver, Richard L.& DeSarbo, Wayne.S (1988), “Response Determinants in Satisfaction Judgment”, Journal of Consumer Research, Vol. 14 (March) P.495-507
     34.Parasuraman, A., Valarie Zeithaml and Berry, Leonard (1985), “A Conceptual Model of Service Quality and Its Implications for Future Reasearch”, Journal of Marketing, Vol. 49, P41-50.
     35.Swan, John E. and Linda J. Combs (1976) “Product Performance and Consumer Dissatisfaction： A New Concept,” Journal of Marketing Research，40(April) P. 25-33.
     36.Simponson, James T. and Mayo, Donna T.(1997), “Relationship Management: A Call for Fewer Influence Attempts?”, Journal of Business Research, Vol. 39, P.209-218.
     37.Tax, Stephen S. & Brown,Stephen W & Chandrashekaran, Murali(1998), “Customer Evaluations of Service Complaint Experiences： Implications For Relationship Marketing,” Journal of Marketing, (April) Vol.62, P60-76.
     38.Stone, Marlin & Woodcock, Neil(1990), Relationship Marketing, Kogan Page Ltd.
     39.Wolf, Michael F.(1994), “Building Trust in Alliances,” Research Technology Management, (May/June),P.12-15.		zh_TW