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題名:動態關係品質模型
作者:王朝弘
作者(外文):Chao-Hung Wang
校院名稱:大葉大學
系所名稱:管理研究所博士班
指導教授:方世榮
張景旭
學位類別:博士
出版日期:2006
主題關鍵詞:動態關係品質服務品質信任承諾Dynamicrelationship qualityservice qulaitytrustcommitment
原始連結:連回原系統網址new window
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許多關係行銷的文獻中,分析關係品質建立於品質未隨時間而變動的不合理假設基礎上。然而,本研究是以時間為考量,整合服務品質、信任與承諾,所建立的動態關係品質之模型。
論文所提出的關係品質發展過程是以時間為基礎之動態模型,而模型的參數是以貝氏方法與狀態空間模型估計而得,並以百貨公司的顧客為樣本,而搜集一年期的縱斷面問卷資料予以驗證。最後由論文中,可以得知在時間的過程中服務品質對信任及承諾的直接影響與對關係品質的間接影響;關係品質在時間的演進變化過程在本文也予以討論。
論文中所提出的動態研究,其思考模式可以提供關係行銷研究的另一種新思維。
Numerous works on relationship marketing, which have analyzed the relationship quality, are based on the unreasonable assumption that quality remains unchanged over time. However, this study develops a relationship quality incorporating service quality, trust, and commitment into a dynamic model.
A dynamic model based on time dimension is formed on the relationship quality development process. The parameters of dynamic model will be estimated by Bayesian method and state space model. Empirical test uses the longitudinal data collected from the customers of department store during one year period. The results show that the directly impact of service quality on trust and commitment and indirectly impact on relationship quality over time would be discussed by this study and then the evolution of relationship quality is also presented.
This investigation provides a starting point for studying the dynamic perspective which thought process is first currently emphasized on the relationship marketing research.
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