English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 92776/123147 (75%)
Visitors : 26987279      Online Users : 301
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/30009


    Title: 溝通策略對關係品質影響之研究
    Authors: 林家慧
    Contributors: 陳建維
    林家慧
    Keywords: 溝通策略
    關係品質
    企業文化
    權力地位
    Date: 2002
    Issue Date: 2009-09-11 17:03:21 (UTC+8)
    Abstract: 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。
    Reference: 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.
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351003
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090351003
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML122View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback