直銷產業內部行銷與關係品質之研究：關係連結之中介效果

A Study of Internal Marketing and Relationship Quality of Direct Selling Industry: The Mediate Effect of Relationship Bonds

余德成(Te-Cheng Yu) ； 劉慶洲(Ching-Chou Liu) ； 黃建榮(Chien-Jung Huang)

《管理研究學報》 8卷 (2008/12) Pp. 1-29

https://doi.org/10.6626/MR.2008.8.01

摘要

本文試圖以關係連結為主軸，探討影響該變數之前因後果，將建構出之架構應用於直銷產業上，以了解直銷產業在關係連結上應用的強度，以及本文架構之適切程度與解釋能力，並針對業界提出實用性之建議。本文根據相關理論，以台灣地區直銷公司之直銷商為對象，在發出的1,000份問卷中，回收了656位直銷商所填答之有效問卷，以檢視直銷公司之內部行銷作為與關係品質之關係，以及關係連結之中介效果，研究結果發現：1.直銷公司之內部行銷作為會正向影響與直銷商的關係連結；2.直銷公司之內部行銷作為會正向影響與直銷商的關係品質；3.直銷公司與直銷商間之關係連結會正向影響與直銷商的關係品質；4.關係連結在內部行銷與關係品質之間存在部份中介效果。

關鍵字

內部行銷 ； 關係連結 ； 關係品質 ； 直銷

並列摘要

This research tries to use relationship bonds as a center to explore its antecedents and outcomes, moreover, build a model to apply on the direct selling industry in Taiwan. The purpose is to understand the application level of relationship bonds, the fitness and explaining ability of this model, as well as to provide useful suggestions to enterprises. From the aspect, we intended to explore the relationships between internal marketing and relationship quality, together with the mediate effect of relationship bonds of direct selling industry. This research adopts questionnaires to survey the direct sales of direct selling industries. 1,000 questionnaires were sent out, in which 656 were effective. The findings are as follows: First, internal marketing has significant positive influence on relationship bonds. Second, internal marketing has significant positive influence on relationship quality. Third, relationship bonds has significant positive influence on relationship quality. And the fourth, relationship bonds has partial intervening effect between internal marketing and relationship quality.

並列關鍵字

internal marketing ； relationship bonds ； relationship quality ； direct selling