通路成員關係品質之比較：以連鎖超商與傳統超商為例

The Comparison of Relationship Quality among Channeled Members: An Empirical Study of the Chain Store and the Traditional Convenience Store

林永順(Yeong-Shenn Lin) ； 顏財發(Tsai-Fa Yen)

《生物與休閒事業研究》 4卷2期 (2006/12) Pp. 74-83

https://doi.org/10.30133/BLIR.200612.0005

摘要

本文是台灣地區第一個比較連鎖超商與傳統超商的研究，探討滿意度、信任、承諾之間的關係。本研究的母體是南台灣的便利商店，以立意抽樣取得樣本，並以人員訪問的方式取得401份有效問卷，結構方程模式分析的結果顯示，本研究的模式是有效的，且在信任與承諾構面具有相當高的解釋力。研究結果顯示，滿意度對信任、信任對承諾均具有顯著、直接正向的影響。最後，本研究也提供一些建議供給業者參考。

關鍵字

關係品質 ； 滿意度 ； 信任 ； 承諾

並列摘要

This is the first research on the relationships among satisfaction, trust, and commitment that compare the chain store and the traditional convenience store in Taiwan. The population of this research is the chain store and the traditional convenience store in south Taiwan. This research adopts the purposive sampling method to sample and acquires 401 valid questionnaires by personal interviews. The results of the structural equation model analysis indicate that the proposed model is valid and has a highly explaining power for the trust construct and the commitment construct. The results show that there is a positive relationship that is significant and direct between satisfaction and trust, trust and commitment. Finally, some suggestions are offered for the suppliers.

並列關鍵字

Relationship Quality ； Satisfaction ； Trust ； Commitment