影響農會會員與職員的公平、主觀準則、滿意、信任、轉換成本、替代吸引力的承諾因素與結果－以高屏地區農會為例

Commitment Factors and Consequences of Justice, Subjective Norms, Satisfaction, Trust, Switching Costs and Alternative Attractiveness Which Effect Farmers’ Association Members and Staffs－An Example of Farmers’ Association in Kaohsiung and Pingtung Area

葉義聖(Yi-Sheng Yen)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2007年)

摘要

本研究主要探討農會對會員關係承諾等構面看法的現況、比較不同人口統計變數對關係承諾等構面看法的差異性、並探討影響會員關係承諾之因素與結果。另以迴歸分析方法將本研究之公平性、主觀準則、滿意、信任、轉換成本、替代吸引力、轉換意圖、關係承諾間之因果關係，提供有關農會業者之建議。
農會長期擔任政府與農民間之橋樑，在協助農業政策發展之推行上，扮演極重要的角色。由於隨著臺灣經濟環境快速之變動，且農會又面臨到逾放、超貸之問題，導致農民對農會之發展感到憂心，另有些農會在經營上也遇到不小的危機。
經實證分析結果，滿意度是影響農會會員對於農會之關係承諾的知覺最大。故農會應重視建議與抱怨、關心營運等方法，藉以提升彼此間之關係。此外，本研究建議農會可以在不影響正常作業流程下，對會員應提供一些附加服務，讓會員感覺到農會的用心。

關鍵字

公平性 ； 主觀準則 ； 滿意 ； 信任 ； 轉換成本 ； 替代吸引力 ； 關係承諾 ； 轉換意圖

並列摘要

This study will find out how the members of the Farmers' Association are thinking about the commitment of relationship, comparing with the data of different Population Estimates about the commitment of relationship, the factors and results in influencing the commitment of relationship. By proceeding results to regression analysis, we could provide some suggestions to people of related industry by justice, subjective norms, satisfaction, trust, switching costs, alternative attractiveness, switching intention, commitment of relationship of the research.
The Farmers' Association is as a bridge between the government and farmers for a long time, and it is an important role that helps the development of agricultural policies. With the economic environment changing rapidly in Taiwan, the Farmers' Association also faces the overdue loan and the exceed loan etc., so the farmers will be worried about the development of Farmers' Association, and some Farmers' Associations also have face the danger in running their business.
The results show that the satisfaction strongly affects the member of the Farmers' Association toward the commitment of relationship of the Farmers’ Association. So the Farmers' Association should emphasize on advice, complaint and how to run their business. And it could improve the relationships. In addition, the research suggests that Farmers' Association should attach the importance and the complaint, concerned about the methods of operation, raising their relationship.Besides, this study suggests that the Farmers' Association provide some extra service to the members, and they will feel the efforts of the Farmers' Association in the normal processes.

並列關鍵字

Justice ； Subjective Norms ； Satisfaction ； Trust ； Switching Costs ； Alternative Attractiveness ； Switching Intention ； Commitment of Relationship

參考文獻

盧永祥、傅祖壇、陸海文，2006，臺灣農會整體規模與範疇經濟之分析，農業與經濟，37：31-61。

盧永祥、傅祖壇，2005，臺灣地區整體農會經營效率之分析，農業經濟叢刊，11(1)：35-64。

溫禮華，1997，服務品質與顧客滿意度之探討-以商業銀行為例，碩士論文，元智工學院管理研究所。

Allen, N.J. and Meyer, J. P., 1990, The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization, Journal of Occupational and Organizational Psychology, 63(1):26-35.

Allen, Natalie, J., and Meyer, John, P., 1990, The measurement and antecedents of affective, continuance and normative commitment to the organizationm, Journal of occupational psychology, 63(1): 1-18.