企業財務績效之影響因素探討-行銷觀點

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：19

、訪客IP：3.15.34.122

姓名

林忠緯(Chung-Wei Lin) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

企業財務績效之影響因素探討-行銷觀點
(A Study of the Influencing Factors on Corporate Financial Performance - Marketing Perspective)

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

企業經營最主要的目的就是要能在市場上獲利，先前的研究顯示，在公司的行銷資源當中，滿意的顧客、良好的公司聲譽、以及穩固的顧客關係，對於公司提升其經營績效有很大的幫助。而在公司相關的經營績效表現中，財務績效是公認最清楚也最客觀的績效評比指標，近年來有許多研究開始探討公司的行銷因素和財務績效之間的相關性。因此，本研究主要針對公司的財務績效與行銷因素之間的相關性進行探討，特別針對各行銷因素對於公司財務績效影響的顯著性進行分析，以期能提出適當的建議，幫助管理者提升公司的財務績效。為了確保量測公司財務績效上的正確性，本研究採用從公司財務報表中計算其財務績效指標的方式，來量測公司的財務績效，並針對其與公司聲譽、顧客滿意、顧客關係之間的相關性進行深入的探討。
本研究的研究對象為台灣地區有公開財報的上市、上櫃及公開發行公司，透過便利抽樣的方式，發放電子郵件問卷和實體問卷，問卷總共回收155份，扣除35份無效問卷，共有120份有效問卷，以此針對公司財務績效和行銷因素之間的關係進行探討。研究結果發現，「公司聲譽」和「顧客關係」對於公司的「財務績效」有正向且顯著的影響，而「顧客滿意」對公司的「財務績效」並未存在有顯著的影響，這是由於公司的顧客滿意是反映在未來的財務績效。研究結果同時發現，當公司提升其「市場導向程度」時，將有助於提升「公司聲譽」及「顧客關係」。而當公司提升其「產品或服務品質」時，則有助於提升其「公司聲譽」和「顧客滿意」。
依照本研究之研究結果，研究者提出以下三點對於企業管理上的建議：
1、公司的管理者應注重公司聲譽的建立及提升：研究結果顯示，公司聲譽對財務績效存在正向且顯著的影響，因此公司管理者應注重發展公司聲譽以提升公司的財務績效。
2、加強顧客關係有助於財務績效的提升：研究結果顯示，顧客關係對公司的財務績效存在正向且顯著的影響，因此公司的管理者應培養公司的顧客關係以達到提升財務績效的目的。
3、發展市場導向的管理文化：由於公司市場導向的程度會正向影響其聲譽及顧客關係，因此公司應發展其市場導向的管理文化，使公司聲譽和顧客關係能夠得到提升。

摘要(英)

The main purpose for running a corporation business is to gain profit from the market. Previous studies show that satisfied customers, good company reputation, and firm customer relationship are essential for raising company’s management performance. Among all the criteria for the evaluation of the management performance of a company, the financial performance is one of the most objective and indicative indicators. In the past few years, many studies researched on the relationship between companies’ marketing factors and financial performance. Therefore, this research is focused on the relationship between corporate financial performances and marketing factors. The marketing factors impact on corporate financial performance is in particular focus, in the hope of providing appropriate suggestions that help the managers raising corporate financial performance. In order to ensure the accuracy at measuring the financial performance, calculations of the financial performances are done through the usage of corporate annual reports. The relationship between financial performance and corporate reputation, customer satisfaction, and customer relationship is discussed in depth.
This research uses convenience sampling from the TSEC or OTE in Taiwan, where 155 questionnaires were returned via physical channel or e-mail. Subtracting the 35 that were invalid, a total of 120 valid questionnaires are collected and analysis. The research shows that corporate reputation and customer relationship have positive and significant impacts on corporate financial performance. However, customer satisfaction has not shown a significant impact on corporate financial performance. That is because customer satisfaction shows more influences on the future corporate financial performance, rather than in present time. In addition, it is found that market orientation has a positive and significant impact on corporate reputation and customer relationship.
According to our research result, three management suggestions are provided as followed:
1.Managers must emphasize one the creation and the raising of corporate reputation, since it was shown that corporate reputation has positive and significant impacts on company’s financial performance.
2.Enforce customer relationship is helpful for the improvement of corporate financial performance, since it was also shown to be able to impact the financial performance of corporate in a positive and significant way.
3.Developing the market-oriented organizational culture, since it is shown to be an important impact on the reputation and customer relationship of a corporate.

關鍵字(中)

★ 顧客滿意
★ 市場導向
★ 顧客關係
★ 財務績效
★ 公司聲譽

關鍵字(英)

★ financial performance
★ corporate reputation
★ customer relationship
★ market orientation
★ customer satisfaction

論文目次

論文摘要 I
英文摘要 III
致謝詞 V
目錄 VI
圖目錄 VII
表目錄 VIII
第一章緒論 - 1 -
第一節研究背景及研究動機 - 1 -
第二節研究目的 - 3 -
第三節研究流程 - 3 -
第二章文獻探討 - 5 -
第一節市場導向 - 5 -
第二節品質 - 16 -
第三節顧客滿意 - 27 -
第四節企業聲譽 - 33 -
第五節顧客關係 - 43 -
第六節組織績效 - 54 -
第三章研究方法 - 62 -
第一節研究架構 - 62 -
第二節研究假設 - 63 -
第三節變數定義及衡量 - 67 -
第四節研究設計 - 72 -
第四章資料分析與結果 - 74 -
第一節研究前測 - 74 -
第二節樣本結構分析 - 77 -
第三節信度與效度分析 - 82 -
第四節線性結構方程式 - 85 -
第五章結論與建議 - 93 -
第一節研究結論 - 93 -
第二節管理意涵 - 96 -
第三節研究限制 - 98 -
第四節未來研究方向 - 99 -
參考文獻 - 102 -
附錄—研究問卷 - 112 -

參考文獻

一、中文部分
1、王克捷，1988，品質的歷史觀：五位大師的理論，生產力雜誌。
2、王建福，2003，光電產業「組織文化、行銷策略與顧客關係」對組織績效影響之實證研究，成功大學管理學院高階管理碩士在職專班碩士論文
3、江克儉，2002，醫療機構經營績效相關性研究—以衛生署花蓮醫院為例，東華大學企業管理研究所碩士論文。
4、沈玉婷，2002，營造業財務因子之初步探討，國立台灣科技大學營建工程系碩士論文。
5、李政毅，2002，圖書出版業市場導向與業務經營績效之研究，南華大學出版學研究所碩士論文。
6、吳娟娟，2002，財務績效指標之重要性分析研究—以台灣化學工業上市公司為例，中原大學會計學系碩士論文。
7、巫鈺箕，2002，市場導向、製造能力對新產品績效影響之研究—以台灣地區食品業為例，屏東科技大學農企業管理系碩士論文。
8、余錦芳，2002，顧客滿意與品牌忠誠度之相關研究—以汽車業為例，高雄第一科技大學行銷與流通管理系碩士論文。
9、林財源，1990，財務報表分析，三民書局，臺北市。
10、林陽助，1996，顧客滿意決定模式與效果之研究－台灣自用小客車之實證，台灣大學商學研究所博士論文。
11、柳碧玲，2003，電子化企業應用顧客關係管理之探討研究—以半導體製造廠商為例，長庚大學企業管理研究所碩士論文。
12、洪瑞英，2004，顧客導向、服務品質、顧客價值與顧客滿意度之關聯性研究－以花蓮地區國際觀光旅舘為例，東華大學企業管理研究所碩士論文。
13、唐銘聰，2003，創業導向、市場導向、與經營績效之實証研究：社會資本之觀點，高雄第一科技大學行銷與流通管理系碩士論文。
14、都中秋，2003，進入策略與市場導向配適對市場績效影響之研究－以國中、小學教科書市場為研究對象，中原大學企業管理學系碩士論文。
15、陳怡如，2003，聲譽量表建立之研究，實踐大學企業管理研究所碩士論文。
16、陳淑芬，2000，策略型態、市場導向、創新能力與績效關係之研究，國立雲林科技大學企業管理系碩士論文。
17、陳宣融，2003，市場佔有率、系統負荷、價格及企業聲譽對消費者認知品質與購買意圖影響之研究，實踐大學企業管理研究所碩士論文。
18、陳隆麒，2003，當代財務管理，華泰文化。
19、張錫賢，2003，領導型態、組織結構、外銷市場導向與外銷績效之關係研究－以台灣區中小企業電機及電子機械器材業出口廠商為例，成功大學管理學院高階管理碩士在職專班碩士論文。
20、梁曙娟譯，賽斯．高汀著，2003，紫牛，商智文化。
21、莊豐光，2003，台灣生物科技類型公司績效指標擷取與排名預測之研究－灰色系統理論之應用，國防管理學院國防財務資源研究所碩士論文。
22、陳耀茂，1997，服務品質管理手冊，遠流出版事業股份有限公司。
23、黃仁宏，2003，世代別汽車購買行為，交通大學管理科學學程碩士班碩士論文。
24、黃心恬，2002，CRM 氣候、關係品質與組織績效之研究，清華大學科技管理研究所碩士論文。
25、黃俊英、林義屏、董玉娟，1999，非營利組織顧客滿意度模式之研究—以台南捐血中心為例，亞太管理評論第四卷第三期。
26、黃荷分，2003，員工分紅費用化與財務績效關聯性之研究，逢甲大學會計與財稅研究所碩士論文。
27、溫正忠，2003，影響化妝品品牌權益因素之實證研究，元智大學管理研究所碩士論文。
28、溫福煥，1992，財務績效評估模式建立之研究—以台灣地區電子業為例，淡江大學管理科學研究所碩士論文。
29、劉建勛，2004，顧客滿意之實證研究—以台灣某一工具機廠及其國內顧客為例，朝陽科技大學工業工程與管理系碩士論文。
30、劉漢容，2003，光電產業「組織文化、行銷策略與顧客關係管理」對組織績效影響之實證研究，成功大學管理學院高階管理碩士在職專班（EMBA）碩士論文。
31、盧淵源編譯，杉本辰夫著，1986，事務、經營、服務的品質管制，中興管理顧問公司。
32、蘇怡靜，2002，探討顧客關係管理對企業經營績效影響之研究，東吳大學企業管理學系碩士論文。
二、英文部分
1.Aaker, D. A. (1991), “Managing Brand Equity,” New York: Free Press.
2.Aaker, D. A. (1996), “Building strong brand,” New York: Free Press.
3.Aaker, D. A. and Robert Jacobson (1994), “The Financial Information Content of Perceived Quality,” Journal of Marketing Research, Vol. 31, pp. 191–201.
4.Ajay K Kohli and Bernard J.Jaworski (1990), “Market Orientation: The Construct, Research Propositins, and Managerial Implications,” Journal of Marketing,
5.Antunovich, P., Laster, D. and Mitnick, S. (2000), “Are high-quality firms also high-quality investments?” Current Issues in Economics and Finance, Vol. 6, Issue 1, pp. 1-6.
6.Banker R. D., S. M. Dater, and D. Srinivasan (2000), “An Empirical Investigation of an Incentive Plant that Includes Nonfinancial Performance Measures,” The Accounting Review, Vol. 75, pp. 65-92.
7.Barth, Mary E., Michael B. Clement, George Foster, and Ron Kasznik (1998), “Brand Values and Capital Market Valuation,” Review of Accounting Studies, Vol. 3, pp. 41–68.
8.Behn, B., and R. Riley (1999), “Using Nonfinancial Information to Predict Financial Performance: The Case of The U.S. Airline Industry,” Journal of Accounting, Auditing and Finance, Vol. 14, pp. 29-56.
9.Bendapudi, N. and Leonard Berry (1997), “Customers’ Motivation for Maintaining Relationships with Service Providers,” Journal of Retailing, Vol. 73, Issue 1, pp. 15-38
10.Berry, Leonard L., Lefkowith, Edwin F. and Clark, Terry (1988), “In Services, What’s in a Name?” Harvard Business Review, pp.28-30.
11.Bharadwaj S.G., Varadarajan P.R., and Fahy J. (1993), “Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions,” Journal of Marketing, Vol. 57, pp.83-99.
12.Biel, A. L. (1992), “How brand image drives brand equity,” Journal of Advertising Research, Vol. 32, Issue 6, pp. 6-12.
13.Bitner, M. J. (1990), “Evaluating Service Encounters: The Effects of Physical Surroundingsand Employee Responses,” Journal of Marketing, Vol. 54, pp. 69-82.
14.Bolton, Ruth N. (1998), “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction,” Marketing Science, Vol. 17, pp. 45–65.
15.Brady, Michael K. and J. Joseph Cronin, Jr. (2001), “Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors,” Journal of Service Research, Vol. 3, pp. 241-251.
16.Brasco, T. C. (1988), “How brand name are valued for acquisitions,” L.Leuthesser Report, Boston: Marketing Science Institute.
17.Cardozo, R. (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol. 2, pp. 244-249.
18.Carmeli A. and Tishler A. (2005), “Perceived Organizational Reputation and Organizational Performance: An Empirical Investigation of Industrial Enterprises,” Corporate Reputation Review, Vol.8, No.1, pp. 13-30.
19.Chee, L. K., and Peng, N. K. (1996), “Customer orientation and buyer satisfaction: The Malaysian housing market,” Asia Pacific Journal of Management, pp. 101–116.
20.Chen, Ja-Shen and Ching, Russell K.H. (2004), “An Emprical Study of the Relationship of IT Intensity and Organizational Absorptive Capacity on CRM Performance,” Journal of Global Information Management, Vol. 12, Issue 1, pp. 1-17.
21.Cocheu, T. (1998), “Assessment Refocus Performance Objectives toward Greater Customer Service,” Personnel Journal, Vol. 67, pp.116-120.
22.Cronin, J. J. Jr., and S. A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol. 56, pp. 55-68.
23.Cravens, Karen S. and Chris Guilding (2000), “Measuring Customer Focus: an Examination of the Relationship between Market Orientaiton and Brand Valuation,” Journal of Strategic Marketing, Vol. 8, pp. 27-45.
24.Cronroos, C. (1982), “An Applied Service Marketing Theory,” Journal of Marketing, Vol. 16, pp. 30-41.
25.Czepiel, J. A., and Rosenberg, L. J. (1974), “Perspective on Consumer Satisfaction,” AMA Conference Proceedings, pp. 199-123.
26.Day, G.S. (1994), “The Capabilities of Market-Driven Organizations,” Journal of Marketing, Vol. 58, pp. 37-52
27.Day and Ralph (1977), “Extending the Concept of Consumer Satisfaction,” Atlanta Association for Consumer Research, Vol. 4, pp.149-154.
28.DeChernatony L, MacDonald M. (1992), “Creating brands,” Oxford: Butterworth Heinemann.
29.Deming, W. Edwards (1982), “Quality Productivity and Competitive Position, Cambridge,” MA：MIT Center for Advanced Engineering Study.
30.Dick A. S. and Basu K. (1994), “Customer Loyalty: Towards an Integrated Conceptual Framework,” Journal of Academic Marketing Science, Vol. 22, pp. 99-113.
31.Dodds, William B, Monroe, Kent B., and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol. 28, pp. 307-319.
32.Dowling, G. R. (1988), “Measuring corporate images. A review of alternative approaches,” Journal of Business Research, Vol. 17, Issue 1, pp. 27-34.
33.Doyle P. (2000), “Value based marketing,” Chichester: Wiley.
34.Dunlap, B. J., Michael Doston, and Terry M. Chambers (1988), ”Perceptions of Real Estate Brokers and Buyers: A Sales Orientation, Customer Orientation Approach,” Journal of Business Research, Vol. 17, pp.175-187.
35.Eugene W. Anderson, Claes Fornell, and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, Vol. 58, pp. 53–66.
36.Eugene W. Anderson and Mary W. Sullivan (1990), “Customer Satisfaction and Retention across Firms,” presentation at the TIMS College of Marketing Special Interest Conference on Services Marketing, Nashville.TN.
37.Eugene W. Anderson, Claes Fornell, and Mazvancheryl, Sanal K. (2004), “Customer Satisfaction and Shareholder Value,” Journal of Marketing, Vol. 68, pp. 172-185.
38.Fombrun, Charles (1996), “Reputation: Realizing Value from the Corporate Image,” Harvard Business School Press, Boston, MA.
39.Fombrun, C. and M. Shanley (1990), “What’s in a Name? Reputation Building and Corporate Strategy,” Academy of Management Journal, Vol. 33, pp. 233-258.
40.Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 55, pp. 1-21.
41.Fornell, Claes, Michale D. Jackson, Eugene W. Anderson, Jaesung Cha and Everitt Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, Vol. 60, pp. 7-18.
42.Foster, G., and M. Gupta (1997), “The Customer Profitability Implications of Customer Satisfaction,” Working paper, Stanford University and Washington University.
43.Gainer B. and Padanyi P. (2002), “Applying the Marketing Concept to Cultural Oragnizations: An Emprical Study of the Relationship between Market Orientation and Performance,” International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7, pp. 182-193.
44.Garud, R. and Lampel, J. (1997), “Product Announcements and Corporate Reputations,” Corporate Reputation Review, Vol. 1, pp. 114-118.
45.Garvin, David A (1984), “What Does Product Quality Really Mean,” Sloan Management Review, pp.25-43.
46.Georgem E.Pinches, Kent A. Mingo, and J.Kent Caruthers (1973), “Thability of Financial Pattern in Industrica Organizations,” Journal of Finance, pp.1-18.
47.Goldstein, M. Susan (2003), “Employee Development: An Examination of Service Strategy in a High-contact Service Environment,” Production and Operations Management, Vol. 12, No. 2, pp. 186-203.
48.Gordon, L. (1999), “The Intelligence behind CRM,” Inform, pp.19-24.
49.Gotsi, M. and A. M. Wilson (2001), “Corporate Reputation: Seeking a Definition,” Corporate Communications: An International Journal, Vol. 6, pp. 24-30.
50.Gronroos, C. (1983), “Strategic Management and Marketing in the Service Sector,” Boston: Marketing Science Institute.
51.Gruca, Tomas S. and Rego, Lopo L. (2005), “Customer Satisfaction, Cash Flow, and Shareholder Value,” Journal of Marketing, Vol. 69, pp.115-130.
52.Hall, R. (1992), “The Strategic Analysis of Intangible Resources,” Strategic Management Journal, Vol.13, pp. 135-144.
53.Han, Jin K., Namwoon Kim, and Rajendra K. Srivastava (1998), “Market Orientation and Organizational Performance: Is Innovation a Missing Link?” Journal of Marketing, Vol. 62, pp. 30–45.
54.Handy, C. R., and Pfaff, M. (1975), “Consumer Satisfaction with Food Product and Marketing Service,” Journal of Business Research, Vol. 15, No. 11, pp. 49-61.
55.Hill, C. W. L. and Jones, G. R. (1995), “Strategic Management Theory 3rd Ed,” Boston: Hongton Mifflin.
56.Hooley, Graham J., Greenley, Gordon E., Cadogan, John W., and John Fahy (2005), “The Performance Impact of Marketing Resources,” Journal of Business Research, Vol. 58, pp.18-27.
57.Hunt, S.D. and Morgan, R.M. (1995), “The Comparative Advantage Theory of Competition,” Journal of Marketing Research, Vol. 59, pp. 1-15.
58.Ittner C. and D. F. Larcker. (1998), “Are Nonfinancial Measures Leading Indictors of Financial Measures? An Analysis of Customer Satisfaction,” Journal of Accounting Research, Vol. 36, pp. 1-35.
59.Johnson, Michael D. and Fred Selnes (2004), “Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships,” Journal of Marketing, Vol. 68, pp. 1–17.
60.Juran, J. M. (1986), “A universal approach to managing for quality,” Quality Progress, Vol. 12, pp. 19-24.
61.Juran, J. M., Frond, M. C. and Bingham, R. S. (1974), “Quality Control Handbook,” New York: McGraw-Hill.
62.Knight (2000), “Entrepreneurship and marketing strategy,” Journal of International Marketing, Vol. 8, Issue 2, pp.12-21.
63.Kohli, Ajay K, and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Proposition, and Managerial Implications,” Journal of Marketing, Vol. 54, pp.1-18.
64.Lee, Betty Kaman (2004), “Corporate Image Examined in a Chinese-Based Context: A Study of a Young Educated Public in Hong Kong,” Journal of Public Reputations Research, Vol. 16, pp. 1-34.
65.Lele, Milind. M. and Sheth, Jagdish N. (1988), “The Four Fundamentals of Customer Satisfaction,” Business Marketing, pp.80-94.
66.Liu, H. (1995), “Market orientation and firm size: An empirical examination in UK firms,” European Journal of Marketing, Vol. 29, Issue 1, pp. 57– 71.
67.Luo Xueming, Griffith, Davia A., Liu Sandra S. and Shi, Yi-Zheng (2004), “The Effect of Customer Relationships and Social Capital on Firm Performance: A Chinese Business Illustration,” Journal of International Marketing, Vol.12, pp. 25-45.
68.Maiga, Adam S. and Jacobs, Fred A. (2005), “Antecedents and Consequence of Quality Performance,” Behavioral Research in Accounting, Vol. 17, pp. 111-131.
69.Martin, G. S. and Brown, T. J. (1990), “In search of brand equity: The conceptualization and measurement of the brand impression construct,” Marketing Theory and Applications, Vol. 2, pp. 431-438.
70.Matzler, K. and Hinterhuber, H. H. (1998), “How to make Product Development Projects More Successful by Integrating Kano’s Model of Customer Satisfaction into Quality Function Deployment,” Technovation, Vol. 18, pp.26-27.
71.McCarthy, E. J. and William D. Perreault, Jr. (1984), “Basic Marketing, 8th ed,” Homewood, IL: Richard D. Irwin, Inc.
72.Morgan, R. E., and Morgan, N. A. (1991), “An exploratory study of market orientation in the UK engineering profession,” International Journal of Advertising, Vol. 10, Issue 4, pp. 333-347.
73.Nagar, V., and M. V. Rajan. (2001), “The Revenue Implications of Financial and Operational Measures of Product Quality,” The Accounting Review, Vol. 76, pp. 495-513.
74.Narver, John C. and Stanley F. Slater (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, Vol. 54, pp. 20–35.
75.Olins, W. (1990), “Corporate Identity, Making Business Strategy Visible through Design,” Harvard Business School Press, Boston, MA.
76.Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol. 17, pp. 460-469.
77.Osselaer, S.M.J. van and Janiszewski, C. (2001), “Two ways of learning brand associations,” Journal of Consumer Research, Vol. 28, pp. 202-223.
78.Padanyi P. and Gainer B. (2004), “Market Orientation in the Nonprofit Sector: Taking Multiple Constituencies into Consideration,” Journal of Marketing Theory and Practice, Vol. 12, Issue 2, pp.43-58.
79.Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), “SERVOUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality,” Journal of Marketing, Vol.64, pp.13-40.
80.Parker Cathy and Mathews Brian P. (2001), “Marketing Intelligence and Planning,” Bradford, Vol. 19, Issue 1, pp. 38
81.Peppers Don, Martha Rogers and Bob Dorf (1999), “Is Your Company Ready for One-to-One Marketing,” Harvard Business Review, pp.151-160
82.Porter, Michael (1980), “Competitive Strategy,” New York:The Free Press.
83.Rao, Vithala R., Agarwal, Manoj K., and Denise Dahlhoff (2004), “How is Manifest Branding Strategy Related to the Intangible Value of a Corporation,” Journal of Marketing, Vol.68, pp. 126-141.
84.Rohit Deshpande, John U. Farley, and Frederick E. Webster, Jr. (1993),”Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis,” Journal of Marketing, Vol. 57, Issue 1, pp.23-37.
85.Ronale S. Swift (2001), “Accelerating Customer Relationship,” London, Prentice Hall.
86.Rolph E. Anderson, Claes Fornell, and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitablity: Findings from Sweden,” Journal of Marketing, Vol. 58, pp.53-66.
87.Rolph E. Anderson and Srini S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, Vol. 20, pp. 122–138.
88.Satyendra Singh and Ashok Ranchhod (2004), “Market Orientation and Customer Satisfaction: Evidence from British Machine Tool Industry,” Industrial Marketing Management, Vol. 33, pp. 135-144.
89.Saxe, R., and Weitz, B.A. (1982), “The SOCO Scale: A Measure of the Customer Orientation of Salespeople,” Journal of Marketing Research, Vol. 19, pp. 343-351.
90.Shapiro, B. P. (1988), “What the Hell Is Market Oriented?” Harvard Business Review, Vol.66, No.6, pp.119-125.
91.Shapiro, C. (1983), “Premiums for High Quality Products as Returns to Reputations,” Quarterly Journal of Economics, Vol. 98, pp. 659-679.
92.Sheth, J. N., Sisodia, R. S., and Sharma, A. K. R. (2000), “The Antecedents and Consequences of Customer-Centric Marketing,” Journal of the Academy of Marketing Science, Vol. 28, pp. 55– 66.
93.Shrum, W. and R. Wuthnow (1988), “Reputational Status of Organizations in Technical Systems,” American Journal of Sociology, Vol.93, pp.882-912
94.Simon, Carol J. and Mary W. Sullivan (1993), “The Measurement and Determinants of Brand Equity: A Financial Approach,” Marketing Science, Vol. 12, pp. 28–52.
95.Simpson, P. M., Siguaw, J. A., and Baker, T. L. (2001), “A Model of Value Creation, Supplier Behaviour and Their Impact on Reseller-Perceived Value,” Industrial Marketing Management, Vol. 30, pp. 119–134.
96.Smith, Rodney E. and Wright, William F. (2004), “Determinants of Customer Loyalty and Financial Performance,” Journal of Management Accounting Research, Vol. 6, pp. 183-205.
97.Srivastava, Tasadduq, and Shervani (1998), “Market-Based Assets and Shareholder Value: A Framework for Analysis,” Journal of Marketing, Vol. 62, pp. 2-18.
98.Stanton, Willian J., Futrell, Charles (1987), “Fundamentals of Marketing,” McGraw-Hill.
99.Stefanou, C., Sarmaniotis, C., Stafyla, A. (2003), “CRM and customer-centric knowledge management: an empirical research,” Business Process Management Journal, Vol. 9, pp.617-634.
100.Szilagyi A.D. (1981), “Management and Performance,” Goodyear Publishing company, Inc., California.
101.Thomas S. Gruca and Lopo L. Rego (2005), “Customer Satisfaction, Cash Flow, and Shareholder Value,” Journal of Marketing, Vol. 69, pp. 115-130.
102.Tor Willian Andreassen and Bodil Lindestad (1998), “Customer Loyalty and Complex Services,” International Journal of Service Industry Management, Vol. 9, pp. 7-23.
103.Tuominen M. (2004), “Channel Collaboration and Firm Value Proposition,” International Journal of Retail and Distribution Management, Vol. 32, pp. 178-189.
104.Tuominen M., Rajala A., and Moller K. (2004), “Market-Driving Versus Market-Driven: Divergent Roles of Market Orientation in Business Relationships,” Industrial Marketing Management, Vol.33, pp. 207-217.
105.Vergin, R.C. and Qoronfleh, M.W. (1998), “Corporate reputation and the stock market”, Business Horizons, Vol. 41, Issue 1, pp. 19-26.
106.Wartick, S.L. (1992), “The relationship between intense media exposure and change in corporate reputation,” Business and Society, Vol. 31, Issue 1, pp.33-49.
107.Yim, Frederick Hong-kit, Rolph E. Anderson and Srinivasan Swaminathan (2004), “Customer Relationship Management: Its Dimensions and Effect on Customer Outcomes,” Journal of Personal Selling and Sales Management, Vol. 24, pp. 263-278.
108.Zeithaml, V.A. (1988), “Consumer Perceptions of Price and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 53, pp.2-22.
109.Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1988), “Communication and control processes in the delivery of service quality,” Journal of Marketing, Vol. 52, pp. 35-48.
110.Zimmerman, C. D. (1985), “Quality: Key to Service Productivity,” Quality Progress, Vol. 18, pp. 32-35.
三、網站部分
1.RichMail理財精算網，http://www.richmall.com.tw/newrich/richmall/richmall.asp
2.台灣經濟新報資料庫，http://140.115.83.180/tejcount/

指導教授

李小梅(LiShau-Mei Wang)

審核日期

2006-6-18

推文