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題名：直銷產業內部行銷與關係品質之研究：關係連結之中介效果
書刊名：管理研究學報
作者：余德成 引用關係／劉慶洲／黃建榮 引用關係
作者(外文)：Yu, Te-cheng／Liu, Ching-chou／Huang, Chien-jung
出版日期：2008
卷期：8
頁次：頁1-29
主題關鍵詞：內部行銷；關係連結；關係品質；直銷；Internal marketing；Relationship bonds；Relationship quality；Direct selling
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:565
  • 點閱點閱:221
本文試圖以關係連結為主軸，探討影響該變數之前因後果，將建構出之架構應用於直銷產業上，以了解直銷產業在關係連結上應用的強度，以及本文架構之適切程度與解釋能力，並針對業界提出實用性之建議。本文根據相關理論，以台灣地區直銷公司之直銷商為對象，在發出的1,000份問卷中，回收了656位直銷商所填答之有效問卷，以檢視直銷公司之內部行銷作為與關係品質之關係，以及關係連結之中介效果，研究結果發現：1.直銷公司之內部行銷作為會正向影響與直銷商的關係連結；2.直銷公司之內部行銷作為會正向影響與直銷商的關係品質；3.直銷公司與直銷商間之關係連結會正向影響與直銷商的關係品質；4.關係連結在內部行銷與關係品質之間存在部份中介效果。
This research tries to use relationship bonds as a center to explore its antecedents and outcomes, moreover, build a model to apply on the direct selling industry in Taiwan. The purpose is to understand the application level of relationship bonds, the fitness and explaining ability of this model, as well as to provide useful suggestions to enterprises. From the aspect, we intended to explore the relationships between internal marketing and relationship quality, together with the mediate effect of relationship bonds of direct selling industry. This research adopts questionnaires to survey the direct sales of direct selling industries. 1,000 questionnaires were sent out, in which 656 were effective. The findings are as follows: First, internal marketing has significant positive influence on relationship bonds. Second, internal marketing has significant positive influence on relationship quality. Third, relationship bonds has significant positive influence on relationship quality. And the fourth, relationship bonds has partial intervening effect between internal marketing and relationship quality.
期刊論文
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會議論文
1.劉慶洲、黃建榮(2006)。直銷產業內部行銷與關係品質之研究：關係連結之中介效果。第十一屆直銷學術研討會。高雄：中山大學。143-164。new window  延伸查詢new window
2.陳得發、馬雲龍(1999)。直銷公司之服務品質。第四屆直銷學術研討會。中山大學直銷學術研發中心。1-34。  延伸查詢new window
3.洪順慶、蔡明達(1998)。服務業關係行銷策略規劃之研究--以壽險業為例。第三屆直銷學術研討會，21-38。  延伸查詢new window
4.Jou, Jacob Yih Hen、Lin, Yi-Ling、Wu, Cedric H. J.(1999)。The relationship between the internal marketing orientation and organizational commitment-taking nursing personal as an example。1999 International Conference on Comparative Management。Kaohsiung：National Sun Yat-sen University。451-464。  new window
研究報告
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學位論文
1.劉鐘智(2004)。內部行銷及加盟者之工作滿意度與顧客導向關係之研究--以統一超商為例(碩士論文)。雲林科技大學。  延伸查詢new window
2.林必寬(2007)。領導風格與內部行銷對工作滿意度影響之研究--以某連鎖式便利商店嘉南區門市為例(碩士論文)。國立成功大學。  延伸查詢new window
3.Mummalaneni, V.(1987)。The Influence of a Close Personal Relationship between the Buyer and the Seller on the Continued Stability of Theory Role Relationships(博士論文)。Pennsylvania State University，University Park。  new window
4.韓建玲(1998)。內部行銷對顧客導向行為影響之研究--以民營銀行業為例(碩士論文)。國立中山大學。  延伸查詢new window
5.顧正懿(1995)。滿意度、顧客忠誠度關係之研究--以台灣地區汽車經銷商為例(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.吳水丕(1993)。多層次傳銷的世界。臺北：漢宇。new window  延伸查詢new window
2.賴山水(1993)。連鎖加盟事業。台北市：啟現發行公司。  延伸查詢new window
3.Turner, R. H.(1970)。Family Interaction。New York：John Wiley & Sons。  new window
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8.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
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10.Kreitner, Robert、Kinicki, Angelo(1995)。Organizational Behavior。Richard D. Irwin, Inc.。  new window
11.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
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圖書論文
1.McCall, G. J.(1970)。The social organization of relationships。Social Relationships。Chicago, IL：Aldine Publishing Company。  new window
2.Grönroos, Christian(1981)。Internal marketing: An integral part of marketing theory。Marketing of services。Chicago, Illinois：American Marketing Association。  new window
 
 
 
 
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