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題名:關係(Guanxi)對關係行銷結果之影響:關係(Guanxi)、關係利益與顧客忠誠之整合研究
作者:邱展謙
作者(外文):Chan-Chien Chiu
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:池文海
學位類別:博士
出版日期:2007
主題關鍵詞:知覺關係品質要素量表發展關係利益顧客忠誠關係GuanxiPerceived Relationship Quality FactorsScale DevelopmentRational BenefitsLoyalty
原始連結:連回原系統網址new window
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在關係導向的華人社會,如何創造與運用關係對個人與組織皆相當重要,學術研究所使用的「Guanxi」,是為區別華人社會之關係(Guanxi)概念不同於西方社會之關係(relationship)概念。關係概念的關係認知對東方文化影響深遠,並為人類學、社會學與管理學所探討。然而在實證研究中,通常僅以關係連結的方式來分析關係效果,缺乏完整且具體的測量工具。在進行探索性因素分析和驗證性因素分析之後,發展出具有良好信度與效度的知覺關係量表,指出關係構面包含倫理規範、互惠回報與人情面子。此外,探討人際互動的重要概念—關係(Guanxi)如何影響關係行銷的結果,研究發現關係(Guanxi)的構面互惠回報確實能夠提昇顧客忠誠,互惠回報能經由知覺關係利益來提昇顧客忠誠,並提出建議與未來研究方向。
In a relationship-oriented Chinese society, it is quite important concerning how to create and apply the relationship to individuals and organizations. “Guanxi” applied by the academic research aimed at distinguishing the special cognition between the concept of “Guanxi” to the Oriental society and that of “relationship” to the Western society. “Guanxi” has a profound influence over Oriental culture, and it is discussed in the areas of anthropology, sociology, and management. However, in the empirical research, the Guanxi effect is often measured by relationship tie. More complete and concrete measures are needed. The exploratory factor analysis and confirmatory factor analysis were executed to form the Perceived Guanxi. The constructs of the perceived Guanxi contain ethical codes, reciprocity, and renging-mianzi. Additionally, reciprocity significantly positive impact costomer loyalty and relational benfits can mediate the effect of reciprocity on costomer loyalty. Finally, the study also provides some suggestions for the management policies and academic implications for the future research.
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