領導風格對忠誠度影響之研究－關係結合與關係價值的中介效果

The Effects of Leadership Style on Loyalty-The Mediating Roles of Relational Bonds and Relationship Value

林義屏(Yi-Ping Lin) ； 黃俊英(Jun-Ying Huang) ； 董玉娟(Yu-Chuan Tung) ； 林振盛(Chen-Sheng Lin)

《直銷管理評論》 1卷1期 (2007/09) Pp. 53-79

https://doi.org/10.6201/DSMR.2007.1(1).03

摘要

近年來產學界一致認為關係結合與關係價值的建立有助於忠誠度的提升，而有效的領導作為是關係建立與結合的關鍵要素。本研究基於關係行銷的理論，以關係結合與關係價值為中介變數來探討領導風格對傳銷商的忠誠度影響關係，針對多層次傳銷商蒐集了513份有效樣本來驗證本研究架構，並運用LISREL結構模式進行資料分析。研究結果發現上線的領導風格對關係結合與關係價值有正向的影響關係，關係結合對關係價值有正向的影響關係，關係價值對傳銷商的忠誠度也有正向的影響關係，但關係結合對傳銷商的忠誠度則沒有顯著的正向影響關係。

關鍵字

領導風格 ； 關係結合 ； 關係價值 ； 忠誠度 ； 多層次傳銷

並列摘要

In the resent years, the relational bonds and relationship value are building to increase the loyalty of distributor, and the effective leadership behavior are key factors to create relationship and relationship bond. According to the theory of relationship marketing, this study develops a framework to exam that the mediating effects of relationship bonds and relationship value between leadership style and loyalty of direct marketing marketers. This survey was held with a valid sample of 513 multi-level direct marketing marketers, and used the LISREL structure model to analysis data of the research. The main findings are summarized as follows: supervisor's leadership style has significant positive effect on the relational bonds and relationship value; relationship bonds have significant positive effect on the relationship value; relationship value has significant positive effect on the loyalty; but relationship bonds haven't been significant positive effect on loyalty of the multi-level direct marketing organizations.

並列關鍵字

Leadership Style ； Relational Bonds ； Relationship Value ； Loyalty ； Multi-level Direct Marketing