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題名:運動用品零售商回應型式決定因素之探討
作者:王俊人
作者(外文):WANG, JUN-REN
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:黃營杉
學位類別:博士
出版日期:2003
主題關鍵詞:回應型式運動用品零售商關係行銷行銷通路RESPONSE STYLESSPORTS GOODRETAILERRELATIONSHIP MARKETINGMARKETING CHANNEL
原始連結:連回原系統網址new window
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本研究主要目的在於探討滿意、結構限制如何透過關係結合與關係承諾影響運動用品零售商的對供應商的回應型式,以釐清實證上未被驗證之處。以臺灣區運動產業名錄刊載之臺灣區運動用品零售商988家為研究對象,回收問卷297份,回收率30%,有效問卷數248份,以LISREL分析後發現:(1)零售商對的供應商的滿意與對關係的投資會正向影響其關係結合,並透過關係結合,在雙方關係發生問題時,使得零售商較會採取忠誠與意見方式而較不會採取投機、忽略與退出型式回應(2)零售商現有替代方案的吸引力會負向其影響關係結合,透過關係結合,在雙方關係發生問題時,零售商較會採取忠誠與意見方式而較不會採取投機、忽略與退出型式回應(3)零售商對的供應商的滿意與對關係的投資會正向影響其關係承諾,並透過關係承諾,在雙方關係發生問題時,使得零售商較會採取忠誠與意見方式而較不會採取投機、忽略與退出型式回應(4)零售商現有替代方案的吸引力會負向其影響關係承諾,透過關係承諾,在雙方關係發生問題時,零售商較會採取忠誠與意見方式而較不會採取投機、忽略與退出型式回應(5)關係結合會正向的影響零售商的關係承諾。這些發現意涵著:(1)過去相關研究未發現上述關係可能是研究中未明確的定義零售商與供應商之間關係所可能發生的問題,也未探討零售商與供應商為一對一或一對多的關係(2)若供應商能提高零售商滿意程度,增加對與零售商關係的有形與無形的投資,則零售商必然會願意配合供應商的結構策略,並願意對供應商承諾 (3)供應商應嚴格的篩選合適的業務人員,並有系統的方式提供其足夠的專業知識以及銷售技巧,將對零售商所提供的服務標準化,以增加零售商的滿意、強化零售商對關係投資的感受,並讓零售商不易為其他供應商所吸引,並建立起零售商與供應商之間的社交結合(4)若供應商能提供零售商更多的銷售上的支援,將使供應商對零售商所做的投資具有獨特性,也同時使得零售商的轉換成本增加(5)供應商應該有系統的檢視零售商進貨金額的變化情況,以事先察覺零售商可能會離開的徵兆。
The dissertation aims to examine how satisfaction and structural constraints affect retailers’ response styles through relationship bonds and relationship commitment. We received 297 questionnaires. The response rates are about 30%. LISREL analysis is employed. The results show that: (1) While the satisfaction and relationship investment are higher, the relationship bonds and relationship commitment are higher. And then the loyal and voice are higher, the opportunism, neglect and exit are lower. (2) While the alternative attractiveness is higher, the relationship bonds and relationship commitment are lower. And then the loyal and voice are lower, the opportunism, neglect and exit are higher. (3) While the relationship bonds is higher, the relationship commitment is higher.
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