關係品質和滿意度對忠誠度關聯性之研究-台灣企業與大陸企業之差異

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20096

Title:	關係品質和滿意度對忠誠度關聯性之研究-台灣企業與大陸企業之差異
Authors:	阮靖雯
Contributors:	企業管理學系企業實務管理數位學習碩士在職專班
Keywords:	關係品質滿意度忠誠度
Date:	2010
Issue Date:	2011-10-31 16:01:56 (UTC+8)
Abstract:	近年來兩岸食品業的發展競爭激烈，供應鏈中上、下游廠商間之關係品質（Relationship Quality）－信任與承諾，已成為企業競爭優勢之一，多位學者也提出關係品質涵括企業顧客對於其供應商之滿意度（Satisfaction）－特定交易與累積交易也是影響忠誠度（Loyalty）－態度忠誠與行為忠誠的關鍵因素。本研究欲以實證結果來探討其關聯性與差異性。本研究採用隨機抽樣問卷調查法，以台灣企業和大陸企業中與下游廠商有直接接觸的採購人員及行政人員為研究樣本，回收問卷共326份，有效問卷為302份，有效問卷回收率為92.63%，研究結果如下： 1.信任會正向影響通路商特定交易的滿意度、態度忠誠。 2.承諾會正向影響通路商特定交易的滿意度、累積交易的滿意度、態度忠誠與行為忠誠。 3.特定交易與累積交易會正向影響通路商態度忠誠與行為忠誠。 4.台灣與大陸地區的通路商對於關係品質、滿意度與忠誠度之關係模式具有差異。本研究探討理論及管理實務上的意涵，同時對未來之研究方向提出建議。 In recent years, competition in the development of food industry across the Tai-wan Strait is fierce. Relationship quality among upstream and downstream manufactur-ers in the supply chain has become one of the enterprise competitive advantages. Aca-demics also indicate that relationship quality including the satisfaction of enterprise customers for their suppliers is influencing loyalty key. The empirical results of the study would explore its relevance and difference. This study used random sampling survey method. Its study samples concluded procurement officers and executive officers in Taiwan enterprises and Mainland enter-prises having direct contact with downstream manufacturers. A total of 326 recycling questionnaires were in the study. Effective questionnaires were up to 302 and effective recovery ratio of questionnaires was up to 92.63%. The results were as follows: 1. Trust is to impact loyalty distributors positively (certain transactions and cumulative transac-tion). 2. Promise affected positively the cumulative transactions of distributors. 3. Sa-tisfaction (certain transactions and cumulative transaction) would positively influence the loyalty of distributors (attitude loyalty and behavior loyalty). 4. Trust is to impact positively the behavior loyalty of distributors. 5. Promise is to impact positively the be-havior loyalty of distributors. 6. Relationship quality, satisfaction and loyalty of rela-tionship mode among Taiwan and the Mainland distributors had difference. The study discussed the theory and management practice, and to suggest future research direc-tions.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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