顧客關係、社員信任和關係承諾影響社員未來合作意願因素之研究—以中華民國果菜合作社聯合社為例

本文主旨在探討組織與其成員之間的信任與關係承諾，及是否會受到組織的服務品質、關係管理行為與社員價值觀的影響。本研究以中華民國果菜合作社聯合社為實證對象，探討中華民國果菜合作社聯合社與其社員間的關係服務行為、關係滿意、信任、與承諾之間的因果關係。本研究利用問卷方式收集資料，再經由路徑分析結果顯示，對其社員所進行的服務行為及關係價值，對於社員的信任程度與關係承諾存有因果關係，而社員對於中華民國果菜合作社聯合社的未來合作意願也將會透過中介變數，如信任、分享價值等，產生直接和間接的影響。

關鍵字

信任；關係承諾；合作社；分享價值

並列摘要

The objective of this study is to investigate whether the trust and relationship commitment were affected by the service quality, behavior of relationship management, and the value-view of members between the organization and it members. The Federation of Taiwan Provincial fruits and vegetables cooperatives was chosen as the evaluation subject to study it cause and effect relationship between the Cooperatives and it members in the behavior of service relationship, satisfactions of relationship, trust, and commitment. Data were collected through questionnaire survey and analyzed by path analysis. Results showed the cause and effect relationship existed in the members’ service behavior, degree of trust and commitment of relationships to it members. Member cooperatives will directly and indirectly affect the future cooperation with the Federation when viewed from the medication variables such as trust, value of sharing etc.

並列關鍵字

Trust ； Relationship commitment ； Cooperatives ； Value of sharing

參考文獻

許士軍，1990，管理學。東華：台北。

Adrian P., 2002, “A Strategic Framework For Customer Relationship Management”, A BT CRM White Paper, pp.2.

Anil, B., 1999, Customer Relationship Management, 1st ed., toolbox Portal for CRM.

Berry, L. L.,1983, “Relationship Marketing” in Emerging Perspectives of Services Marketing,edited by Berry, L. L., G. L. Shostack and G. D. Upah., American Marketing Association,Chicago, 2 : 25-28 .

Boynton, A. C., and B.Victor, 1993, “Beyond Flexibility: The Dynamicically Stable Organization,” California Management Review, 34(1)

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顧客關係、社員信任和關係承諾影響社員未來合作意願因素之研究—以中華民國果菜合作社聯合社為例

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