顧客知覺的關係投資與關係品質的關聯：台灣地區農會為例

Farmer Association Customer Perceived Antecedents and Consequences of Relationship Investment in Taiwan

顏財發(Tsai-Fa Yen)

《台灣農學會報》 9卷5期 (2008/10) Pp. 483-493

https://doi.org/10.6730/JAAT.200810_9(5).0006

摘要

本文主要探討顧客關係投資與關係品質的關聯性。以台灣地區農會為實證產業，利用問卷調查法取得314個有效樣本。分析結果顯示，量表具有良好的信度與效度，假設模式有效且具有良好的解釋力，關係投資與關係品質具有顯著關聯性。人際溝通是預測關係品質較佳的預測變數，對滿意的影響較大。最後，本文依據分析結果提出理論意涵與管理意涵。

關鍵字

關係投資 ； 滿意 ； 信任 ； 承諾

並列摘要

This study mainly explored the relation between relationship investment and relationship quality. Farmer associations in Taiwan were selected for study. In total, 314 valid questionnaires were received during the survey. The results indicate that the measurement used was reliable and valid. The proposed model is also valid and has a high explaining power. The relation between relationship investment and relationship quality is strongly significant. Interpersonal communication is a better predictor for relationship quality and has a higher impact on customer satisfaction. Finally, theoretical applications and managerial applications are offered based on the results of our study.

並列關鍵字

Relationship Investment ； Satisfaction ； Trust ； Commitment