銀行經理與其組織間關係程序之研究－以台北巿商業銀行為例

The Relationship Process between Banks and Their Managers-A Case of the Commercial Bank in Taipei City

林豐政(Feng-Jenq Lin) ； 陳冠利(Guan-Li Chen) ； 周逸(Yi Zhou)

《智慧科技與應用統計學報》 4卷1期 (2006/06) Pp. 85-114

https://doi.org/10.29807/JTITAS.200606.0005

摘要

知識經濟時代的企業經營與管理活動中，瞭解與掌握員工對組織的信任與承諾的研究，實為關係管理中的一大重點；尤其中、高階主管為組織中的靈魂人物，因此其與組織間的關係，更是不容忽視。而銀行經理常是組織與顧客間的重要橋梁，其對銀行如何達成顧客滿意和忠誠而言，具絕對影響力；因此，銀行經理與其組織間的關係管理就顯得極為重要，實有研究和探討的價值和必要性。基於此，本研究以學者Morgan與Hunt所提出之「承諾－信任」理論，以及Dyer(1997)之促進最大化交易價值與最小化交易成本的關係程序為基礎，建立銀行經理與其組織間信任、承諾、專屬性配備與合作意願等四大構面的關係程序，並依此找出關係構面間重要的影響因素。在經由資料蒐集與實證分析後可得知：(1)本研究所設定的三條影響未來合作意願之路徑皆具顯著性，其中尤以信任到承諾，再到合作意願的路徑效果最高。(2)家庭收入級距不同，對組織承諾、配備及合作意願的看法同意度皆具顯著差異，而學歷或性別不同，則信任的看法同意度具顯著性差異。(3)各構面間的相關分析中，皆有具一至二個顯著性影響的因素存在。

關鍵字

關係行銷 ； 信任 ； 承諾 ； 專屬配備 ； 合作意願

並列摘要

In the era of knowledge-based economy of the enterprise management, researches, in which to understand staffs' trusts and commitments towards their organizations, are most important in the relationship management. Especially, the research in exploring the relationship between the middle and senior managers and their organizations cannot be ignored because they are soul characters in organizations. Bank managers often play an important role in connecting their organizations with customers. They influence how their banks satisfy customers and gain customers' loyalties. Therefore, the relationnnship between bank managers and their organizations is very important and needs further research. Based on the commitment-trust theory by Morgan and Hunt as well as the approach of minimizing transaction value by Dyer (1997), we propose a procedure for establishing four aspects of relationship between bank managers and their organizations: commitment, trust, specific asset, and propensity to cooperation. Furthermore, this study intends to find the influential factors among these aspects.
Based on the empirical analysis, we concluded that (1) three paths to influent propensity to cooperation established by this paper are significant. The path of trust to commitment and then to propensity to cooperation has the most effect. (2) the degrees of agreement on the viewpoints of commitment, specific asset, and propensity to cooperation showed significant difference when the levels of household income are different. On the other hand, the degrees of agreement on the viewpoints of trust showed significant difference when educational levels or gender are different, the trusts view agreement shows vivid difference. (3) in the correlation analysis among four aspects, there exist at least one or two significant influential factors.

並列關鍵字

Relationship marketing ； Trust ； Commitment ； Specific asset ； Propensity to cooperation