關係歷程影響行銷服務使用者的知覺價值之研究－以廣告主爲例

The Relationship Phase Moderate the Relationship between Provider and User of Marketing Service: A Study of Advertising

林陽助(Yang-Chu Lin) ； 黃柏皓(Bo-Hau Hwang)

《輔仁管理評論》 12卷2期 (2005/05) Pp. 1-39

https://doi.org/10.29698/FJMR.200505.0001

摘要

在知識服務業中，提供的知識是否真正能幫助使用者制定決策或分析判斷，將會影響使用者對於知識提供者的服務感到滿意的程度，進而影響使用者的續約意願及忠誠度。而在關係雙方合作的過程中，雙方也會隨著雙方發展的狀態及時問的推移而造成關係主體衡量構面上的轉移，因此本研究將探討關係歷程所造成的干擾效果。
而本研究結果顯示，在整體模型中，信任和關係承諾並不會正向影響知覺價值，只有關係涉入和互動品質會正向影響知覺價值；而信任程度的提高，也會正向的影響關係涉入、互動品質和關係承諾；而關係涉入也和互動品質呈正相關。而在關係歷程的干擾之下，在關係歷程的任一階段，信任的提升都會正向的影響關係承諾和關係涉入；而在建構期和成熟期，信任的提升會正向的影響互動品質；在成熟期，涉入程度的提升，會正向的影響互動品質，且會同時正向影響關係承諾；而影響知覺價值的構面，由探索期的互動品質轉變到建構期的關係涉入，在成熟期又轉變回互動品質。
本研究證實了關係雙方所處的關係狀態的不同，會影響關係主體衡量關係夥伴的構面，這也提醒了關係夥伴得隨時注意關係雙方的發展狀況，以加強關係主體所注重的，藉以長期維持關係主體的忠誠度。

關鍵字

關係歷程 ； 知覺價值

並列摘要

Many companies are looking for the professional marketing staff that offers the exact market information to help them sale products or services. When the professional marketing staff provides the market information, they often need to communicate with the company. The degree of the participation in both the staff and company will affect the awareness of the company. Therefore, what affects the company to believe that the market information is useful and leads the company to depend on the staffdeeplylsanlmportant1ssueWetry to investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is the formal market research. And we also try to investigate how the user's trust influences various relationship processes and the value of market research.
The result shows that the trust and the commitment on the perceived value don't have the positive impact but the higher quality of interaction and the service provider's involvement do. And the higher user's trust will affect the provider's involvement, the quality of user-provider interaction and the relationship of the user and the provider in the user's marketing process, if the service provider involves deeply, it will lead to the higher user's perceived quality of interaction. But in the build- up and maturity phase, more the user's trust will lead to the higher perceived quality of interaction. In the maturity phase, the service provider's involvement and the user's perceived quality of interaction have the positive correlation. And the user's commitment has the positive with the provider's involvement.
The study proves that the user and the provider must pay more attention to the different relationship construct in different relationship phases. And the providers should try to maintain the user's loyalty by searching what the users really need.

並列關鍵字

relationship phase ； perceived value

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