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題名：探討信任之前置因素與結果--以醫藥產業為實證
書刊名：交大管理學報
作者：方世榮 引用關係／黃瓊瑤 引用關係／石渼華
作者(外文)：Fang, Shyh-rong／Huang, Chiung-yao／Shih, Mei-hua
出版日期：2007
卷期：27:1
頁次：頁1-32
主題關鍵詞：信任；關係持續性；轉換成本；Trust；Relationship continuity；Switching cost
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(9) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:9
  • 共同引用共同引用:8
  • 點閱點閱:29
本研究將信任的概念應用在醫藥產業中，並從組織及人唨兩層面探討影響信任的前置日素以及信任對關係持續之影響。此外，本研究亦探討轉換成本對信任與關係持續之間的干擾情形。實證結果發現，組織與人員之前置因素皆對信任呈顯著正向關係，對製藥業者信任對業務代表信任兩者之間彼有正向的影響，且對關係持續性皆呈顯著正向關係。另外，僅有對製藥業者信任與關係持續性之間的關係會受轉換成本之干擾。最後，依據實證結果提出對學術及企業界之意涵與建議，以及未來研究方向。
This paper explores the antecedents of trust from the levels of organization and people, and the impact of trust on relationship continuity. Besides, we explore if switching cost have the positive moderating effects on relationship between trust and relationship continuity. According to the empirical results, we find the characteristic of pharmaceutical manufacture and sales representative have significant positive effects on the trust, the trust of institutional buyer and the trust of sales representative have positive effects on relation continuity. Furthermore, the relationship between the trust of institutional buyer in the pharmaceutical manufacture and relationship continuity would be moderated by switching cost. Finally, the study provides several implications and suggestions in theories, practices and future research.
期刊論文
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研究報告
1.Julander, C. R.、Söderlund, M.(2003)。Effects of Switching Barriers on Satisfaction, Repurchase Intentions and Attitudinal Loyalty。  new window
圖書
1.Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。  new window
2.Crönroos, C.(1990)。Service Marketing and Management: Managing the Moments of Truth in Service Competition。Service Marketing and Management: Managing the Moments of Truth in Service Competition。Massachusetts。  new window
 
 
 
 
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