關係行銷、關係品質與家長行爲意向關係之研究

A Study of Relationship among Marketing, Relationship Quality and Behavior Intentions

趙康伶(Kang-Lin Chao)

《人文社會科學研究》 3卷2期 (2009/06) Pp. 91-112

https://doi.org/10.6284/NPUSTHSSR.2009.3(2)5

摘要

本研究主要針對屏東縣私立幼稚園家長為對象進行分析，探討關係行銷、關係品質與家長行為意向關係之研究。本研究主要結果發現：關係行銷與關係品質具有顯著性，以「核心服務績效」之相關性最高；關係品質與家長行為意向具有顯著性的相關性，並以「承諾」與家長「行為意向」的相關性最高；關係品質與家長行為意向具有顯著正相關，其中以「信賴」與「共生行為」正向關係最強、「承諾」與「保留行為」正向關係最強、「滿意」與「參與行為」正向關係最強；「核心服務績效」、「專業知識」為影響關係品質及家長行為意向的重要因素；「核心服務績效」、「藉助外部關係」及「互動強度」透過關係品質對家長行為意向的間接效果都比直接效果大。

關鍵字

關係行銷 ； 關係品質 ； 行為意向

並列摘要

The purpose of this study aimed at the parents of private kindergartens in Pingtung County is to analyze and explore the correlations among relationship marketing, relationship quality and parents' behavioral intentions. The outcome of this research found that relationship marketing and relationship quality possess notable correlation, and ”core services performance” has the most relation to them; besides, relationship quality and parents' behavioral intentions are provided with significant correlation, and ”commitment” as well as ”parents' behavioral intentions” have the most relation to them. Furthermore, relationship quality and parents' behavioral intentions have positive correlation, within which ”reliance” possesses the strongest positive relation to ”symbiotic behavior”, ”commitment” has the strongest positive relation to ”reserved behavior” as well as ”satisfaction” has the strongest positive relation to ”participant behavior”. The study also found that ”core services performance” and ”professional knowledge ”were constructed to directly affect relationship quality and parents' behavioral intentions. By means of relationship quality, ”core services performance”, ”reliance on external relation ”and” interaction intensity” have more indirect effects on parents' behavioral intentions.

並列關鍵字

relationship marketing ； relationship quality ； behavioral intentions

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