以企業文化的觀點來探討關係行銷對組織績效的影響

The effect of Relationship Marketing on Organizational Performance in a point of view of Corporate Culture

鄭銘境(Ming-Ching Cheng)

指導教授 ： 楊永昇

長榮大學/管理學院/國際企業學系(所)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00198

摘要

近年來，關係行銷已成為國內外學者一門重要的研究課題，而現今通訊的發達讓現今社會上的消費活動跟以前相比已經有了些許的不同，過去的社會重視的是產品本身，銷售出去後也不再過問，現在則是比起產品，產業更重視企業的商譽，若因服務不周全給人不好的印象對企業組織本身的影響更甚於一個產品的失敗所帶來的負面觀感，因此也帶動關係行銷蓬勃發展甚至已逐漸取代過去的傳統行銷，本研究旨在探討關係行銷對組織績效的影響，並以企業文化的觀點來研究這問題。
本研究以台灣手機龍頭業者宏達電(HTC)為研究對象發放問卷203份，並以因素分析和迴歸分析等方法進行數據分析。
研究結果顯示：（1）關係行銷與組織績效有顯著正向影響；（2）企業文化與關係行銷有顯著正向影響；（3）企業文化與組織績效有顯著正向影響；（4）企業文化對關係行銷與組織績效具有干擾作用。
最後，本研究希望藉此研究結果，能提供服務業者在執行策略上有些許的建議與參考依據。
關鍵詞：企業文化、關係行銷、組織績效

關鍵字

企業文化 ； 關係行銷 ； 組織績效

並列摘要

In recently, the domestic and abroad scholars has though that the Relationship Marketing has been an important research subject. According to the consumer activity has been different than before for the communications advanced technology in this day. In the past, the communications industry cared about the product itself, after sale they were not concern about the consumer. However, now they think much of the Corporate Goodwill than the product. Therefore, the effect of the underserved bad impression is more serious than the negative feeling of a failure product to the enterprise organization. As a result, the relationship marketing has also been driven up in a flourish development, even has replaced traditional marketing of the past gradually. The goal of this research discusses about the influence of the relationship marketing on the Organizational Performance in a point of view of Corporate Culture.
In this study, HTC (HTC) of Taiwan mobile phone leading industry study questionnaires 203, and factor analysis and regression analysis were used for data analysis.
The results show that: (1) the relationship between marketing and organizational performance have a significant positive impact; (2) corporate culture have a significant positive impact on relationship marketing; (3) corporate culture have a significant positive impact on organizational performance; (4) Enterprise interfere with the role of culture on relationship marketing and organizational performance.
Finally, the research findings of this study results can provide some service providers in the implementation of the strategy recommended reference.

並列關鍵字

corporate culture ； relationship marketing ； organizational performance.

參考文獻

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