關係品質與行銷績效關聯性之研究

a Study between Relationship Quality and Marketing Performance

林文寶(Wen-Bao Lin)

《企業管理學報》 55期 (2002/12) Pp. 47-82

摘要

本研究基於以往相關研究有下列問題點：（1）以往有關關係品質的研究偏重在買賣雙方個人行為面的探討，對於組織行為面的探討缺乏整合性的研究；（2）以往有關的研究中偏重在消費品或服務業的探討；（3）以往有關的研究所運用的方法大多以多變量統計方法分析，不過運用此方法必須符合一些假設為前題，而且錯誤率也較高，運用上也較多限制，所以本研究嘗試以倒傳遞類神經網路模式的方法探討工業品行銷交易中，影響關係品質建立，以及個人與組織行為中的角色與地位為何？另外也探討買賣雙方關係品質的好壞，是否會影響關係品質的績效。本研究透過大規模的問卷調查，透過84家資訊與半導體廠商為實證對象，經由回收的資料加以分析發現如下：一、供應商採行的組織面關係行為程度會影響買賣雙方的關係品質，在組織面關係行為中，以供應商對購買者的初始關係行為；以及供應商與購買者的縱向程度對買賣雙方的關係品質影響程度對大。二、供應商採行的個人面關係行為程度會影響買賣雙方的關係品質，在個人面關係行為中，以供應商之業務人員的專業知識，對購買者的互動程度以及業務人員的道德與適應性行為，對買賣雙方的關係品質影響程度最大。三、關係品質信任的提升，對目前之市場佔有率與未來互動可能性會造成影響。四、環境變動與產品重要性會調節關係行為對關係品質的效果。

關鍵字

關係品質 ； 關係行為 ； 倒傳遞類神經網路

並列摘要

Seeing the following problems in the past researches on the topic: (l) emphasis on the exploration of personal behaviors of buyers and sellers without regard with the organizational behaviors; (2) emphasis on the exploration of consumer goods or services; (3) use of quantitative analysis with risks of high error rate for the assumptions; this study attempts to apply the backpropagation neural network model to explore how personal and organizational behaviors affect the establishment and maintenance of relationship quality in industrial product trade. Additionally, an exploration on the extended effects of the relationship quality between buyers and sellers will be included. After an extensive questionnaire survey on the information electronics industry, the test subject of the research, the analysis on the data collected reveals the following results: 1. The organizational relationship behavior of suppliers will affect the relationship quality between buyers and sellers. From the viewpoint of organizational relationship behavior of supplier, a significant effect on the relationship quality between buyers and sellers is found from the initial relationship behavior of supplier to buyer, and the vertical relationship of a supplier to a buyer. 2. The personal relationship behavior of suppliers will affect the relationship between buyers and sellers. From the viewpoint of personal relationship behavior of supplier, the most significant effect on the relationship quality between buyers and sellers is found in the professional knowledge of the salesperson of the supplier, his interaction with the buyer, the sales ethics of the salesperson, and adaptive behavior. 3. The improvement of trust in the relationship quality will affect the present market 4. Environmental changes and importance of products will regulate the effect of relationship quality.

並列關鍵字

Relationship quality ； Relationship behavior ； Backpropagation neural network

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