本研究以鋁合金產業為研究對象,研究構面以顧客滿意為中介構念,連結工業品行銷組合策略、廠商間的夥伴關係對顧客再購意願之影響關係。目的在探討工業品行銷組合策略、廠商間的夥伴關係、顧客滿意以及顧客再購意願各構面間之關係。 本研究透過研究者在鋁合金產業之私人關係,利用滾雪球抽樣方式進行抽樣,共發放120份問卷,經電話催收回收93份,回收率為77.5%。並透過因素與信度分析、複迴歸分析、變異數分析、徑路分析等方法來驗證本研究假設,結果發現如下: 1. 工業品行銷組合策略與夥伴關係皆會透過顧客滿意此一中介變項進而對顧客再購意願造成影響。 2. 工業品行銷組合策略與夥伴關係皆會直接對顧客滿意造成影響。 3.夥伴關係會直接對顧客再購意願造成影響,但行銷組合策略並不會直接對顧客再購意願造成影響。 4.顧客滿意會直接對顧客再購意願造成影響。
This study takes aluminum industries as the objects and the research framework is based on customer satisfaction as intermediate construct linking the marketing mix of industrial products with the relationship between partership and customer satisfaction. We focus on the research of the relationship among the marketing mix of industrial products, partership, customer satisfaction, and repurchase intention. Dispatched the questionnaires utilized the way of snowing-ball sampling method. The total 120 questionnaires were sent via researcher’s personal friendship in aluminum industries. The 93 questionnaires were retrieved by phone and the rate of recovery was 77.5%. This research made use of factor analysis and reliability analysis, multiple regression analysis, ANOVA analysis, and path analysis to examine the hypotheses that were presented in this study, results are as follows: 1. The marketing mix of industrial products and partership had an influence on customer repurchase intention through the intermediate variable "customer satisfaction ". 2. The marketing mix of industrial products and partnership will cause influence on customer satisfaction directly. 3. Partership will cause influence on the customer repurchase intention directly, but the marketing mix of industrial products will not. 4. The customer satisfaction could directly affect repurchase intention.