- 學位論文
關係價值驅動因子與顧客面因素調節效果之研究
An Empirical Study of The Drivers of Relationship Value and The Moderating Effects of Customer Characteristics
摘要
在企業對企業（B2B）的市場中，建立長期及穩定的顧客關係有助於提升供應商的財務績效，不僅成為企業創造價值的嚴峻挑戰，同時也是當今關係行銷所研究中重要的議題。 本研究基於社會交換理論（Social Exchange Theory）及社會網絡理論（Social Network Theory），探討影響企業對企業關係價值（Relationship Value）的三個關係價值驅動因子（Relationship Value Drivers）的影響：關係品質（Relationship Quality）、關係密度（Relationship Density）及關係地位（Relationship Authority），以及顧客面因素（Customer Characteristics）的調節效果。 本研究以醫院臨床診斷實驗室為研究對象，以問卷調查蒐集與其供應廠商（醫療器材業者）之間關係價值的資訊。經過實證研究之結果顯示：（1）供應商企業強化對顧客之關係品質、增加顧客的關係連結以及提升雙方關係在顧客組織中的地位，可顯著提升關係價值；（2）顧客本身的因素，包括購買決策導向、決策複雜度及轉職率會對關係價值與其關係價值驅動因子之關係產生調節效果。
並列摘要
Long-term and stable relationships help firms get better financial performance in B-to-B market. To capture superior relationship value from customer has become a crucial issue in relationship marketing research. Being based on the social exchange theory and the social network theory, this study aims to investigate the effect of three B-to-B relationship value drivers (relationship quality, relationship density, and relationship authority) and the effect of moderator (customer characteristics) on B-to-B market. The data was collected by administering questionnaires to employees of clinic diagnostic labs. The author investigated the data of relationship value between medical equipment supply firms and clinic diagnostic labs to discuss the factors’ effect from the viewpoint of customers under the basis of research model. The results showed that: (1) Relationship value is elevated by improving relationship quality (commitment and trust), and by increasing relationship density and relationship authority to customer. (2) Customer characteristics have moderating effect on the relationship between relationship value and drivers of relationship value.
參考文獻
延伸閱讀
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