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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/47627


    Title: 關係行銷對工程顧問服務業行銷績效之研究;Marketing Performance of Engineering Consulting Service Companies Using Relationship Marketing
    Authors: 陳威廷;Wei-ting Chen
    Contributors: 營建管理研究所
    Keywords: 行銷績效;工程顧問服務業;路徑分析;關係行銷;path analysis;engineering consulting firm.;marketing performance;questionnaire survey;relationship marketing
    Date: 2011-07-26
    Issue Date: 2012-01-05 12:28:46 (UTC+8)
    Abstract: 工程顧問服務業在國家經濟發展及重大公共建設上佔有極重要角色,其素質及經營環境之健全與否,都直接影響到工程的品質與安全。工程顧問服務業屬於企業對企業之範疇,而企業組織於市場行銷上,以往大多注重傳統的行銷方式,往往花費大量成本於新顧客及企業市場的開發,而忽略了維繫舊顧客的關係價值。且工程專案期短則數月,長則數年,因此與顧客保持良善的互動關係,除了能順利爭取下次合作關係,也有助於降低開發新顧客行銷成本。   本研究的對象乃針對工程顧問服務業之顧客(公家機關與私人機關),做一顧客忠誠度之行為分析探討,所採用的是結構式問卷,發放總數為535份,以郵寄問卷的方式寄送公家機關及建設公司,進行資料蒐集,最後有效問卷為86份,資料分析方法有:敘述統計、信度分析、相關分析、路徑分析。   根據研究結果得知,本研究假說一至假說六,透過相關分析的結果可以發現關係行銷構面中的「關係利益」、「關係終止成本」、「溝通」及「協助」因素與信任呈現顯著的正向影響關係。本研究假設七之分析結果,經由路徑分析中可看出「關係行銷-信任-行銷績效」的整體模式適合度之評量結果。關係行銷對「信任」的直接關係中,只有「關係利益」及「溝通」有顯著之關係。關係行銷對「合作」的直接關係中,僅「關係利益」有顯著之關係,其餘各選項皆無顯著。關係行銷對「衍生行為」的直接關係中,僅「溝通」有顯著之關係其餘各選項皆無顯著。最後得知「關係利益-信任-合作」與「溝通-信任-衍生行為」之路徑關係成立,因此我們可以得知關係利益透過信任至合作之總效用為0.454是大於關係利益直接對合作的直接效用0.281;溝通透過信任至衍生行為之總效用為0.631,大於溝通對於衍生行為的直接效用0.405,最後驗證得知,僅部分關係行銷因素會透過中介變數信任對行銷績效產生間接效果。   Since the late 20th century, relationship marketing has been brought into attention and been proved positive to marketing performance in numerous industries. It is aware that relationship marketing can affect market performance for engineering consulting companies; yet, there is a lack of work pointing out how such mechanism operates. The objective of this study is, therefore, to examine the influences caused by (1) relationship marketing and trust, (2) trust and marketing performance, (3) relationship marketing and marketing performance, and (4) relationship marketing and marketing performance through trust. A comprehensive literature review builds up four input variables, one intermediary variable, and two output variables so as to set up seven hypotheses. A questionnaire survey is accordingly conducted for the nationwide engineering consulting firms. A total of 535 questionnaires are randomly distributed to the practitioners but there are 86 effective questionnaires returned for further analyses, resulting in the return ratio at only 16.4% . The results of the Crobach’s α and validity show that the survey is authentic. The correlation analysis yields that all input variables are positive related to the intermediary variable and the intermediary variable is also positive related to all output variables. This confirms the first six hypotheses. The results from the path analysis partially agree the seventh hypothesis. The findings restructure a path configuration, suggesting that practitioners conducting relationship marketing should pay more attention on two positive effects to marketing performance of relationship benefit-trust-cooperate and communication-trust-derivative behavior.
    Appears in Collections:[營建管理研究所 ] 博碩士論文

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