關係行銷影響銷售績效之研究_以環境工程產業為例

Impact of Relationship Marketing on Sales Performance: A case of Environmental Engineering Industry

李植鑫(Chih-Hsin Lee)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

企業經營的核心已由過去的顧客爭取，轉變為顧客留存，乃至顧客價值的成長。因為，維繫舊顧客的成本往往低於開發新顧客的成本，而具有忠誠度的長期顧客對於公司利潤的貢獻，亦將遠高於短期顧客。因此，在產業行銷、服務業行銷、配銷通路管理，甚至是零售商品行銷本身，其行銷重心很明顯地從不知名的大眾顧客，轉移至多多少少知道或至少可辨別其身分之顧客身上，並與其建立良好關係。為了因應此一潮流，近年來「關係行銷」已成為產業界與行銷管理學術界最熱門的話題，也是企業賴以生存的主要策略之ㄧ，當然，環境工程產業也不例外。
為了更深入瞭解「關係行銷」對於「銷售績效」的影響，本研究將從關係行銷的相關變數--「關係價值」、「關係轉換成本」、「投機行為」、「關係承諾」等，來探討「關係行銷」將如何影響企業的「銷售績效」。
本研究採用問卷調查方式蒐集實證資料，以環境工程產業為研究對象，並使用敘述性統計分析、信度分析、迴歸分析與結構方程模式分析等統計方法來進行研究假說驗證。

關鍵字

關係行銷、關係承諾、銷售績效、環境工程產業

並列摘要

The core of the enterprise management has been transformed from the traditional customer acquisition to the customer retention, and even the value enhancement for customers because the contribution to company's profit from the loyal long-term customer is much higher than the new customer, also the cost of maintaining the old customers is often lower than the developing of new customers. Therefore, the key point of marketing has been shifted to more or less recognized customers from the general public, as well as establishing relationship with them in not only the industrial marketing, services marketing, channel management fields, but also the retail marketing. With this trend, “Relationship Marketing” has become the most popular topic in industrial field and the market management academia in recent years, and is also the main survival strategy for enterprise. The environmental engineering industry is not exceptional certainly.
To further understand the impact of relationship marketing on sales performance, this research will discuss the related variables of relationship marketing, “relationship value”, “relationship switching costs”, “opportunistic behavior”, “relationship commitment” and so on, as well as the mechanics of the relationship marketing that affecting the sales performance of the enterprise.
This research uses the questionnaires to collection real diagnosis material, takes the environmental engineering industry as the object of study, and uses the “descriptive analysis”, “reliability analysis”, “regression analysis”, “structural equation modeling” and so on to verify the hypothesis.

並列關鍵字

Relationship marketing, Relationship commitment, Sales performance, Environmental engineering industry

參考文獻

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