關係投資對關係品質影響的研究－以花蓮縣銀行為例

The Study on the Influence of the Relationship Investment to the Relationship Quality－Take Banks in the Hualien County as Example

曾秀鑾(Shiow-Luan Tseng)

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

本研究以Cronbach’s α係數進行信度分析，8個變項的信度和整份問卷的總信度係數0.9015屬高信度，內部一致性佳。並以皮爾遜積差相關分析法進行研究變項間之相關分析。分析結果顯示，關係投資的四個構面（直接聯絡、特殊對待、人際溝通與有形酬謝）與關係品質的三個構面（滿意、信任與承諾）皆呈顯著正相關。
路徑分析結果顯示，從對承諾、信任、滿意與關係投資的四式迴歸方程式分析，經實證分析結果顯示8項路徑獲得支持。其四式迴歸方程式分析結果如下：
1.關係投資、滿意與信任對承諾均有顯著的影響，其中滿意與信任對承諾均有顯著的正向影響；另關係投資對承諾有顯著的負向影響。
2.滿意對信任有顯著的正向影響。
3.關係投資對滿意有顯著的正向影響。
4.特殊對待、人際溝通與有形酬謝對關係投資均有顯著的正向影響。

關鍵字

關係投資 ； 直接聯絡 ； 特殊對待 ； 人際溝通 ； 有形酬謝 ； 關係品質 ； 滿意 ； 信任 ； 承諾

並列摘要

These companies compete viciously and it becomes difficult for banks to run the business. The purpose of this study was to explore the influence of relationship investment, and relationship quality, between banks and customers, including customer satisfaction, trust and commitment: it discovered whether all employees used direct mail, preferential treatment, interpersonal communication and tangible rewards, and considered their influence on customer satisfaction, trust and commitment.
The reliability of the eight items and all the data was high（0.9015）. Pearson product-moment correlation was also used in order to test the correction between all variables. The result has shown that the four dimensions（direct mail, preferential treatment, interpersonal communication, tangible rewards） of relationship investment and the three dimensions（satisfaction, trust, commitment）of relationship quality are highly corrected. The result of path diagram analysis has shown that from the hierarchical multiple regression analysis of commitment, trust, satisfaction and relationship investment, the result supports the eight items. The results of hierarchical multiple regression analysis are:
1.Relationship investment, satisfaction and trust had significant influence on commitment, and satisfaction and trust had significant positive influence. Relationship investment had significant negative influence.
2.Satisfaction had significant positive influence on trust.
3.Relationship investment had significant positive influence on satisfaction.
4.Preferential treatment, interpersonal communication and tangible rewards had significant positive influence on relationship investment.

並列關鍵字

relationship investment ； direct mail ； preferential treatment ； interpersonal communication ； tangible rewards ； relationship quality ； satisfaction ； trust ； commitment

參考文獻

林永順、顏財發，2006，通路成員關係品質之比較：連鎖超商與傳統超商為例，生物與休閒事業研究，4卷，2期，61-73。

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