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系統識別號 U0002-0207201312583800
中文論文名稱 台灣團膳通路的關係行銷與信任互惠之研究
英文論文名稱 Taiwanese Group Meals Pathway of Reciprocity and Trust Relationship Marketing Research
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士在職專班
系所名稱(英) Executive Master's Program Of Business Administration (EMBA) In International Busines
學年度 101
學期 2
出版年 102
研究生中文姓名 吳詩煒
研究生英文姓名 Shih-Wei Wu
學號 700550444
學位類別 碩士
語文別 中文
口試日期 2013-06-05
論文頁數 67頁
口試委員 指導教授-林江峰
委員-李成
委員-蔡政言
中文關鍵字 團膳  關係行銷  KMV模型  關係承諾  信任 
英文關鍵字 Relationship Marketing  Catering Service Industry  KMV Model  Relationship Commitment  Trust 
學科別分類
中文摘要 近年因總體環境改變,社經結構逐漸邁入M型社會,民生物資持續攀升,團膳業者的利潤持續受極大的壓縮,且隨著食品安全議題不斷被強化報導,相關政令上的修正與推動更是不遺餘力,使台灣食品團膳產業多方面臨嚴峻考驗;在此背景下,本研究主張團膳產業應透過提升整體產業供應鏈之價值以創造利基,而策略性作法首重透過關係行銷連結上下游之資源,建立夥伴關係共創雙贏。

本研究試圖以Morgan & Hunt (1994) 所提出的關鍵中介變數模型(Key Mediating Variables Model;KMV Model),配合產業特性與營運重點,先進行模型修正後繼而驗證此模型在食品團膳產業中之適用性,並探討變數間的關係為何,希望經由團膳客戶的觀點,檢視其與上游供應商在交易合作過程中,可透過哪些層面以提高雙方之互信、互惠基礎,進而漸離長久合作關係,企盼本研究之結果能對業者日後行銷策略有所助益。

實證結果顯示,關係利益、關係終止成本會對關係承諾產生正向顯著影響,溝通則同時對信任與關係承諾造成正向顯著影響,而投機行為則會負向影響信任;在關係結果部份,關係承諾會負向影響離去意願,但正向影響合作,信任則同時正向影響合作與功能性衝突。

最後,則針對台灣食品團膳產業提出實務管理意涵、本研究限制與未來研究方向。
英文摘要 Facing the influence of the M form society, the issue of cost down has been more and more important for caterind service industry. Atherwise, the food safty is also the key issue. Therefore, relationship marketing is the key successful strategy for this industry.

This thesis tried to proof the applied situation of relationship marketing in catering service industry by taking use of Key Mediating Variables Model that was proposed by Morgan and Hunt in 1994 and confer the relation among variables. Besides, this thesis hoped to survey if forwarders need to reinforce the management of relationship marketing through client’s viewpoints and looked forward to aid marketing strategy of the practice hereafter.

The result describes relationship benefits and relationship termination costs have straightly obvious effect upon relationship commitment, communication have straightly obvious effect upon both relationship commitment and trust. And opportunistic behavior have straightly obvious effect upon trust. Lastly, it recommends the author’s opinions and suggestions to forwarder and follow-up research.
論文目次 目 錄
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究問題與研究目的 4
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 建構實證模式之理論觀點 7
第二節 各構念文獻探討 16
第三節 構念間之實證關係 22
第三章 研究方法 27
第一節 研究架構與假設 27
第二節 研究變數的定義與衡量 28
第三節 研究對象與資料蒐集方法 35
第四節 問卷設計與預試 35
第五節 資料分析方法 37
第四章 實證分析 40
第一節 樣本輪廓描繪 40
第二節 各變數描述性統計分析 41
第三節 實證模式估計 43
第四節 實證結果說明 50
第五章 結論與建議 51
第一節 研究發現 51
第二節 行銷與管理意涵 54
第三節 研究限制與未來研究方向 55
參考文獻 57
附件一 研究問卷 65



表 目 錄
表1-1 100年台灣地區食物中毒事件之場所 2
表1-2 100年台灣地區食物中毒事件被汙染或處置錯誤之場所 3
表1-3 100年台灣地區食品廠商衛生稽查處理 4
表2-1 關係行銷的策略層級 9
表2-2 關係行銷的層次 10
表2-3 國內外KMV模型之相關研究列表 15
表3-1 關係利益之操作性定義與變數衡量 29
表3-2 關係終止成本之操作性定義與變數衡量 30
表3-3 溝通之操作性定義與變數衡量 31
表3-4 投機行為之操作性定義與變數衡量 31
表3-5 關係承諾之操作性定義與變數衡量 32
表3-6 信任之操作性定義與變數衡量 33
表3-7 合作之操作性定義與變數衡量 34
表3-8 功能性衝突之操作性定義與變數衡量 34
表3-9 離去傾向之操作性定義與變數衡量 35
表3-10 前測問卷_研究變數之信度值 37
表4-1 有效樣本之輪廓描繪 40
表4-1 有效樣本之輪廓描繪(續) 41
表4-2 各變數描述性統計分析 42
表4-2 各變數描述性統計分析(續) 43
表4-3 各變數敘述性統計值及相關矩陣 46
表4-4 本研究結構模式估計結果 48
表4-5 本研究結構模式估計結果 49
表5-1 本研究之假設及實證結果 51

圖 目 錄

圖1-1 研究流程 6
圖2-1 關係行銷之KMV Model 14
圖3-1 本研究架構 28
圖4-1 本研究線性結構模式圖 45
圖4-2 本研究模式估計 47
參考文獻 參考文獻
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8. 曾心蘭(2000),「團膳品質對員工福利滿意、工作滿意與工作投入之影響」,中華大學經營管理研究所碩士論文。
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