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題名：地理區特性與關係行銷結合方式：都會型與鄉村型信用合作社之消費者關係行銷差異研究
書刊名：東吳經濟商學學報
作者：黃慧新 引用關係
作者(外文)：Huang, Hui-hsin
出版日期：2012
卷期：77
頁次：頁91-120
主題關鍵詞：關係行銷；地理特質；承諾-信任理論；信用合作社；Relation marketing；Geography；Commitment-trust theory；Credit union
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(0) 博士論文(1) 專書(0) 專書論文(0)
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  • 共同引用共同引用:3
  • 點閱點閱:159
台灣近年來金融業蓬勃發展，與銀行往來辦理存款業務相關業務是一般民眾日常必需的一部分，本研究將消費者個人金融往來行為視為日常生活一部分以中地理論角度了解不同地理區消費者的金融往來行為，本研究以具有在地性與連絡顧客關係特質之信用合作社為研究標的，意圖了解較具都會型（台北淡水水碓）與鄉村型（台北三芝）兩類信用合作社分行在顧客關係行銷結合方式、承諾－信任關係與行為意向上之差異性，結果發現，較具都會特性的水碓地區僅結構性結合對承諾-信任有顯著影響，而具鄉村特質的三芝地區相反的僅結構性結合對信任沒有顯著影響，其他連結則皆達顯著。另外比較兩地區在關係行銷方式、承諾－信任變項的平均得分差異，結果顯示三芝地區顧客比淡水水碓地區顧客，對於信用合作社所提供的財務性關係行銷方式有較高的滿意程度，並且三芝地區顧客比淡水水碓地區顧客，對信用合作社承諾方面的之關係分數較高。
This research discusses geographically difference influences in marketing relation bounding of customers in Credit Unions. In the recent years, to deal with bank service deposit or purchase of financial product is considered as a part of daily life. In this paper, we focus on customer behaviors in Credit Unions which characterizes local geographies and the diversity of customer relation connections. The study collects 378 questionnaires to explore the cause relations among relational bonding strategies, trust-commitment and behavior intention in urban or suburban type Credit Unions. The results show that the structural bond is the only factor that impacts trust-commitment of customers in metropolis area. It can refer that there are more financial organizations in city and customers may have more choices. Therefore if the Credit Union can offer target customer more benefits that are difficult for business to provide elsewhere, then it possesses competitive advantages. In the suburban area, it is only structural bond that doesn’t influence trust-commitment significantly in statistic.
期刊論文
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12.Madliok, Anoop(1995)。Revisiting Multinational Firms' Tolerance for Joint Ventures a Trust-Based Approach。Journal of International Business Studies，26(1)，117-137。  new window
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15.Verhoef, Peter C.(2003)。Understanding the effect of customer relationship management efforts on customer retention and customer share development。Journal of marketing，67(4)，30-45。  new window
16.Smith, J. Brock、Barclay, Donald W.(1997)。The effects of organizational differences and trust on the effectiveness of selling partner relationships。Journal of Marketing，61(1)，3-21。  new window
17.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
18.Silverman, G.(1997)。How to Harness the Awesome Power of Word of Mouth?。Direct Marketing，60(7)，32-37。  new window
19.Berry, Leonard L.(1995)。Relationship Marketing of Services: Growing Interest, Emerging Perspectives。Journal of the Academy of Marketing Science，23(4)，236-245。  new window
20.Anderson, Erin、Weitz, Barton(1992)。The use of pledges to build and sustain commitment in distribution channels。Journal of Marketing Research，29(1)，18-34。  new window
21.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
22.Ganesan, S.、Brown, S. P.、Mariadoss, B. J.、Ho, H. D.(2010)。Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships。Journal of Marketing Research，47(2)，361-373。  new window
23.Gefen, David、Straub, Detmar W.、Boudreau, Marie-Claude(2000)。Structural Equation Modeling and Regression: Guidelines for Research Practice。Communications of the Association for Information Systems，4，(7)1-(7)77。  new window
24.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
25.Berger, A. N.、Udell, G. F.(2002)。Small Business Credit Availability and Relationship Lending: The Importance of Bank Organisational Structure。The Economic Journal，112(477)，F32-F53。  new window
26.Mukherjee, Avinandan、Nath, Prithwiraj(2007)。Role of electronic trust in online retailing: A re-examination of the commitment-trust theory。European Journal of Marketing，41(9/10)，1173-1202。  new window
27.吳詩涵(2010)。制度信任與金融創新對顧客行為意向之影響--以台中市第二信用合作社為例(上)(下)。信用合作，104 ; 105，40-48 ; 69-77。  延伸查詢new window
28.林堃煌(2009)。信用合作社對社會公益的貢獻--以基隆第一信用合作社投入公益活動為例。合作經濟，102，38-47。  延伸查詢new window
29.林誠二(2000)。論合會。台灣本土法學雜誌，16，48-62。  延伸查詢new window
30.邱淑貞(2011)。談金融機構健全經營之新思維與信用合作社的經營。信用合作，107，6-19。  延伸查詢new window
31.施懿宸、池祥麟(2011)。信用合作社與商業銀行之分行設點比較分析。信用合作，107，20-42。  延伸查詢new window
32.梁玲菁(2011)。台灣信用合作社之發展利基。信用合作，112，7-18。  延伸查詢new window
33.郭志榮(2000)。信用合作社推動提高顧客滿意度方案規劃及績效分析--以X信合社為例。信用合作，63，47-55。  延伸查詢new window
34.劉正松(2010)。信用狀付款制度發展趨勢之經濟檢視--以交易成本理論觀點。合作經濟，107，35-47。  延伸查詢new window
35.蔡靜宜、陳若暉(2002)。商業銀行合併信用合作社之績效改善分析。產業管理，3(1)，21-38。new window  延伸查詢new window
36.Abbasi, G. Y.(2003)。A Decision Support System for Bank Location Selection。International Journal of Computer Applications in Technology，16(4)，202-210。  new window
37.Choi, J.、Bell, R. D.(2011)。Preference Minorities and the Internet。Journal of Marketing Research，48(4)，670-682。  new window
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42.Liang, C. J.、Wang, W. H.(2005)。Integrative Research into the Financial Services Industry in Taiwan: Relationship Bonding Tactics, Relationship Quality and Behavioural Loyalty。Journal of Financial Services Marketing，10(19)，65-83。  new window
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會議論文
1.池祥麟(2007)。美國社區發展金融機構與社區銀行的經營策略對臺灣信用合作組織的啟示。台中。  延伸查詢new window
研究報告
1.Scott, A. J.、Dunkelberg, C. W.(2004)。A Note On Small Business Banking Outcomes And Community Banks。  new window
2.Wilson, T. D.、Soni, K. P.、O’Keeffe, M.(1995)。Modeling Customer Retention as a Relationship Problem。Pennsylvania。  new window
學位論文
1.Han, S. L.(1991)。Antecedents of Buyer-Seller Long-term Relationships: An Exploratory Model of Structural Bonding and Social Bonding。The Pennsylvania State University, University Park。  new window
圖書
1.Berry, J. L. B.(1967)。Geography of Market Centers and Retail Distribution。New Jersey：Prentice-Hall。  new window
2.Golledge, R. G.、Stimson, R. J.(1997)。Spatial Behavior: A Geographic Perspective。New York：Guilford Press。  new window
3.Giddens, Anthony(1999)。The Third Way: The Renewal of Social Democracy。Polity Press。  new window
4.Christaller, Walter(1933)。Die zentralen Orte in Süddeutschland。Jena：Gustav Fischer。  new window
5.Byrne, B. M.(1998)。Structural equation modeling with LISREL, PREL1S, and SIMPLIS: Basis concepts, applications and programming。Lawrence Erlbaum Associates。  new window
6.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
7.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York：The Free Press。  new window
8.Christaller, Walter、Baskin, Carlisle W.(1966)。Central Places in Southern Germany。Prentice-Hall。  new window
9.Davies, R .L.(1976)。Retail and Commercial Planning。London。  new window
其他
1.胡清暉(2004)。淡水一信 婚喪喜慶服務到家。  延伸查詢new window
2.Choi, J.，Bell, D. R.，Lodish, M. L.(2010)。Traditional and IS-enabled Customer Acquisition for an Internet Retailer: Why New Buyer Acquisition Varies over Geographies and by Method。  new window
圖書論文
1.Lewicki, R. J.、Bunker, B. B.(1996)。Developing and Maintaining Trust in Work Relationships。Trust in Organizations: Frontiers of Theory and Research。Sage。  new window
2.Lewicki, R. J.、Bunker, B. B.(1995)。Trust in relationships: A model of development and decline。Conflict, cooperation, and justice: essays inspired by the work of Morton Deutsch。Jossey-Bass。  new window
 
 
 
 
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