關係品質的效果很大? 整合分析的發現

Does Relationship Quality Have Substantial Performance Effects? Findings from a Meta-Analysis

莊雨青(Yu-Ching Chuang)

指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

關係行銷顯然已逐漸被企業視為確保長期獲利、降低行銷支出的手段之一，且公司往往也可以透過關係管理來達成合作、忠誠、正向口碑等結果，因此提升並維持良好的關係品質，正是關係行銷的核心所在。目前學術界對於關係品質的文獻也相當豐富，但仍著重在某特定產下，對關係品質因果的探討，故本文採用後設分析的方法，共整合100篇關係品質相關的英文文獻，試圖提供一個更宏觀的視野。除此之外，本研究也加入了許多調節因子，探討在不同情境下，對「關係品質各構面與後果」造成的影響，以及使用Kruskal-Wallis檢定，判斷各調節變項是否有設立的必要性，最後再以迴歸模型比較各調節因子在「關係品質各構面與忠誠」的影響大小。
經由後設分析以及回歸模型，本文主要可歸納出以下結論：一、關係品質各構面中，以「承諾」對後果的影響力最高；二、各調節因子中以「消費市場」以及「東方國家」在「關係品質各構面與忠誠」的影響力為顯著；三、Hofstede國家文化五構面在「集體主義」以及「長期導向」對於「關係品質各構面與忠誠」的影響力為顯著。

關鍵字

關係品質 ； 關係行銷 ； 後設分析

並列摘要

Relationship quality has obviously regarded as one of the method for enterprise to ensure long-term income, reduce selling expenditure and achieve positive outcomes like cooperation and loyalty. Therefore, elevate and remain a good relationship quality is the core of relationship marketing. There are a lot of articles about relationship quality, but most of them focus on specific industry, lack of a macro view. Accordingly, meta analysis is used in this article to integrate 100 relationship quality related foreign articles and try to solve the problem. Besides, some moderators also included in this article to discuss the effect between relationship quality and outcomes in different situation, and we judge the necessity of specific moderator through Kruskal-Wallis test, final, regression analysis is set to take a “whole” view to compare the effect between relationship quality and loyalty within each moderator.
After meta and regression analysis, we can make some main inclusion, first, loyalty is the most influent composite in relationship quality on outcomes, second, relationship quality have stronger effects on consumption market and eastern countries, third, Hofstede’s cultural dimensions is more effective on collectivism and Long-term orientation.

並列關鍵字

Relationship quality ； Relationship marketing ； Meta analysis

參考文獻

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