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題名：關係結合策略與關係績效關聯性之研究─以金融服務業為例
作者：謝依靜 引用關係
作者(外文)：Yi-Ching Hsieh
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：林能白
翁景民
學位類別：博士
出版日期：2000
主題關鍵詞：關係行銷；關係結合策略；信任；承諾；relationship marketing；bonding strategy；trust；commitment
原始連結：連回原系統網址new window
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由於長期顧客的重要性逐漸受到企業的重視，並結合進展迅速的資訊科技，關係行銷已被視為行銷的新典範，多數學者認為行銷學的焦點已由傳統的單次「交易」主體移轉為長期的「關係」。但關係行銷對於管理者來說，應不只是「是否執行」的問題，而是「如何執行」與「執行程度深淺」的考量。不同的關係結合策略可能對顧客的信任與承諾（關係績效）有不同程度的影響，因此，本研究認為有必要針對各種關係結合策略與關係績效間的關聯性進行分析。
同時，網際網路的興起對於溝通型態與企業經營模式帶來相當大的衝擊。因此，本研究認為有必要瞭解企業使用網際網路的程度與顧客關係建立成效之間，是否存有某種程度之干擾作用。此外，企業透過資訊科技與消費者直接溝通、瞭解其真正需求，並提供滿足個別顧客需求的各種產品或服務，才能與顧客建立長期、穩固的關係，而提供產品顧客化產品的承諾必須實現，則有賴作業系統的彈性能力。因此，本研究認為，公司應進行何種關係結合策略，應隨著公司網際網路使用情況及作業彈性的不同，而有較適當的選擇。
本研究透過文獻探討與個案公司深度訪談的方式，建立研究架構與研究假設。對於各主要構念的定義與衡量，則以文獻探討並輔以個案訪談及德爾非方法來進行。首先，本研究整理出企業對消費者所進行的關係結合策略，分別為經濟結合策略、社會結合策略與結構結合策略。其次，在關係績效方面，則以顧客知覺的信任與承諾加總為一綜合性的因變項。此外，在企業網站知覺特性方面，本研究亦透過文獻探討整理出三種知覺特性，分別為便利性、資訊品質與互動性。最後，有關作業彈性方面，則參考過去相關研究將其分為產品彈性與量彈性兩構面。
為驗證各項研究假設，本研究以保險、銀行與證券業之金融服務業的消費者為對象進行問卷調查，並以實證資料進行統計分析。主要研究結果如下：
(一) 關係結合策略的主類與內涵：企業與顧客長期結合策略可分為經濟結合、社會結合與結構結合策略三大類。
(二) 各關係結合策略與關係績效之關聯性：經濟結合、社會結合與結構結合策略均與顧客信任與承諾高度相關。
(三) 顧客使用網站與否對於關係結合策略與關係績效間之干擾效果：經濟結合及結構結合兩者與關係績效之相關在使用網站之顧客群顯著高於非使用群，但社會結合的效果在非使用各該企業網站群高於使用網站群。
(四) 各企業網站知覺特性對於關係結合策略與關係績效的干擾效果：
1. 知覺公司網站便利程度對於經濟結合及結構結合策略與關係績效之相關具有顯著干擾效果；
2. 知覺公司網站資訊品質程度對於結構結合與關係績效之相關具有顯著干擾效果；
3. 知覺公司網站互動程度對於社會結合及結構結合兩者與關係績效之相關具有顯著干擾效果。
(五) 企業作業彈性對於關係結合策略與關係績效的干擾效果：
1. 顧客知覺量彈性高低對經濟結合策略與關係績效之相關具有顯著干擾作用；
2. 顧客知覺產品彈性對結構結合策略與關係績效之相關具有產生顯著干擾作用。
In the past decade, new thinking about the buyer-seller relationships is so evident that experts asserted that relationship marketing is a new marketing paradigm. It focuses on approaches to build, develop and maintain all successful relational exchanges, and as a result, mutual trust and commitment can be achieved. Therefore, the relationship between various bonding strategies and customers’ trust and commitment has become an important research issue.
Additionally, for the superior capabilities of Internet, some researchers opined that it should be considered an enabler of long-term relationship with customers. Hence, the usage of Internet could moderate the relationship between various bonding strategies and customers’ trust and commitment. Moreover, operational flexibility is a solution for satisfying different customers’ demand. Therefore, it could be another moderator variable in the relationship between various bonding strategies and customers’ trust and commitment.
In order to examining the relationship between various bonding strategies and consumers’ trust and commitment, and the moderating effects of the usage of Internet and operational flexibility, we conducted an empirical study in Taiwan’s financial service companies. The findings of this research are as follows.
1. The bonding strategy to foster loyalty of customers can be categorized into three types: economical bond, social bond and structural bond.
2. Three types of bonding strategy are significantly positively correlated with customers’ trust and commitment.
3. Customers’ usage of corporate web site significantly moderates the relationship between bonding strategy and relationship performance. Economical and structural bonds are more helpful to improve relationship performance for the customers who have ever use the corporate web site. However, social bond is more helpful to improve relationship performance for the customers who have never use the corporate web site.
4. Customers’ perceptions of characteristics of corporate web site significantly moderate the relationship between bonding strategy and relationship performance. Economical and structural bonds are more helpful to improve relationship performance for the customers who perceive higher convenience of the corporate web site. Structural bond is more helpful to improve relationship performance for the customers who perceive higher information quality of the corporate web site. Finally, social and structural bonds are more helpful to improve trust and commitment for the customers who perceive higher interactivity of the corporate web site.
5. Customers’ perceptions of corporate operational flexibility significantly moderate the relationship between bonding strategy and relationship performance. Economical bond is more helpful to improve relationship performance for the customers who perceive higher volume flexibility of the corporate. Moreover, structural bond is more helpful to improve trust and commitment for the customers who perceive higher product flexibility of the corporate.
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