Is Relationship Marketing Running out of Steam?-Multiple Analysis, 2000-2005

關係行銷是否精疲力竭？複合分析2000-2005年

楊東震(Dong-Jenn Yang) ； 吳孟爵(Jay-M Wu)

《關係管理研究》 5期 (2007/06) Pp. 1-31

https://doi.org/10.6781/RRM.200706.0001

摘要

本研究的目的是以兩種方法評估關係行銷在文獻上的影響性，複合分析是指引文分析法與內容分析法以檢驗發表在行銷領域，主流期刊上與關係行銷有關的文章，從ISI所提供的社會科學索引資料庫（SSCI）檢索2000-2005年中文章，共得到135篇論文。研究結果顯示論文的分佈趨勢有逐年增加，且以工業行銷管理期刊發表較多與關係行銷的論文，然而論文的議題，相較於其他關係，則以探討買賣方之間關係居多數。關係行銷未來發展仍有成長空間，且議題可以朝向其他內部、競爭者等關係之發展。

關鍵字

關係行銷 ； 引文分析 ； 內容分析

並列摘要

The purpose of this study centered on the use of multiple analyses to assess the influence of relationship marketing in research literature. We have examined the impact of relationship marketing articles in leading peer-reviewed academic journals in the marketing field through both citation analysis and content analysis. A search of the SSCI Database of the ISI-Web of Science for the period 2000-2005 turned up 135 relationship marketing articles. The frequency of appearance of RM articles shows a general increase over the five-year period, and the journal in which they were most frequently published was the Journal of Industrial Marketing Management. Most articles focused on relationships with buyers rather than on other types of relationships. The results of this study also indicate the trend of increasing numbers of relationship marketing articles would increase, and future directions research can focus more on internal, lateral relationship for research in relationship marketing.

並列關鍵字

relationship marketing ； citation analysis ； content analysis