淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


  查詢圖書館館藏目錄
系統識別號 U0002-1706200518111000
中文論文名稱 關係行銷對會員承諾及會員行為之影響- 以高雄市護理師護士公會為例
英文論文名稱 The Roles of Relationship Marketing, Membership Commitment, and Membership Behaviors in Professional Association.
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 93
學期 2
出版年 94
研究生中文姓名 張瀛文
研究生英文姓名 Ying-Wen Chang
學號 692481566
學位類別 碩士
語文別 中文
口試日期 2005-05-23
論文頁數 72頁
口試委員 指導教授-曾義明
委員-洪廣朋
委員-方文昌
中文關鍵字 關係行銷  聲望  信任  會員承諾  會員行為 
英文關鍵字 relationship marketing  reputation  trust  membership commitment  membership behaviors 
學科別分類 學科別社會科學商學
中文摘要 在市場競爭日趨激烈下關係行銷已成為行銷之主流,而承諾亦為關係行銷之關鍵因素。專業公會面臨以服務全體會員為宗旨,更應重視與顧客之關係。本文探討專業公會採行關係行銷活動對於會員承諾及會員行為之影響。將關係行銷活動分為傳播公會知識、增強會員間之互相依賴、認同會員貢獻,並加入公會聲望及會員信任來探討對會員承諾之影響,對會員承諾之分類採取Allen and Meyer(1990)之分類,即規範性承諾、持續性承諾、情感性承諾之分類,而著重探討不同形式之會員承諾-規範性承諾和持續性承諾在專業公會所扮演之角色以及對會員行為以及忠誠度之影響。

本文以高雄市護理師護士公會為研究對象,採分層比例抽樣方法,按高雄市6家醫院-高雄市民生醫院、高雄市健仁醫院、高雄市天主教聖功醫院、高雄市凱旋醫院、高雄市海軍總醫院、高雄市榮民總醫院之護理人員總數數進行抽樣。共計發放1030份問卷,回收卷數為748份,有效問卷為 479份。收集資料後使用SPSS 12.0統計套裝軟體進行統計分析,就會員承諾影響因素、會員承諾、會員行為三方面進行因素分析以縮減資料,再利用複迴歸分析檢定假說路徑。

本文研究結果顯示:
(1)關係行銷活動正面影響規範性承諾。
(2)公會聲望及會員信任正面影響規範性承諾及持續性承諾。
(3)規範性承諾正面影響會員之參與、共同生產、實際服務與經營行為。
(4)持續性承諾負面影響會員之共同生產行為。

由研究結果證實當會員對公會之承諾是基於義務感,對會員之行為有一致的正相關並展現出共同生產的忠誠行為;相反地,當會員承諾是基於缺乏選擇、轉換成本以及依賴,對會員之忠誠行為會產生負向影響。而本研究亦證實公會之三種關係行銷活動:傳播公會知識、增強會員間之互相依賴、認同會員貢獻作得越好,會員越容易產生規範性承諾,而進一步產生共同生產行為。因此公會應積極使會員瞭解公會之政策、目標文化等資訊,加強提供會員可以彼此交流之環境,並向會員證明公會重視他們的貢獻。也必須積極服務會員、真誠幫助會員解決問題,使會員暸解公會之善意與能力,來提高公會聲望以及建立起會員之信任,如此方能建立會員之規範性承諾並造成會員之忠誠行為。

英文摘要 Commitment is defined as key variables in relationship marketing.The study investigate how relationship marketing activities affect members’ commitment and behaviors in professional association, taking dissemination of organization knowledge, enhancement of member interdependence, recognition of members’ contribution, reputation of association,and trust of members as the factors affecting members’ commitment and investigate the roles played by normative and continuance commitment.

The study examined framework on professional association in Nursing Association in Kaohsiung.Data is collected from six hospital in Kaohsiung by stratified proportion sampling method.Totally collected 1030 questionnaires and received 748, choosed 479 as effective.After collecting data the study employ factor analysis and regression analysis to examine hypothesis by using SPSS.

The results are as follows:
(1) Relationship marketing activities positively affect normative commitment.
(2) The reputation of association and trust of members positively affect normative and continuance commitment.
(3) Normative commitment positively affects members’ behaviors of participation,coproduction and management and service.
(4) Continuance commitment negatively affects members’ behaviors of coproduction.

The results verify that when commitment is based on obligation,it will positively affect members’ behaviors and lead to members’ loyalty.On the contrast,when it is based on cost of leave the association,it will negatively affect loyalty.The study also verify that relationship marketing activities will lead to normative commitment and coproduction.So the association should make members understand the policy, goal, and cultures,provide members the environment to exchange information, reward their contribution, and make members understand benevolence and ability of association.
論文目次 目錄

第一章 緒論…………………...………………………………1
第一節 研究動機……………………………………………...1
第二節 研究目的…………………………………………...2
第二章 文獻回顧………………………………………….…..3
第一節 關係行銷……………………………………………...3
第二節 影響會員承諾之因素………………………………...8
第三節 持續性承諾與規範性承諾………………………...13
第四節 會員行為……………………………………………...17
第五節 研究架構…………………………………………...19
第六節 研究假說…………………………………………..20
第三章 研究方法……………………………………...……..25
第一節 研究設計…………………………………………25
第二節 變數操作性定義………………………………...32
第三節 資料分析方法….………………………………...38
第四節 信度分析……………………………………………...39
第四章 資料分析結果………………..……..………….……41
第一節 研究變項因素之萃取………………………………...41
第二節 迴歸分析………………………………...46
第五章 結論………………………………………………….55
第一節 研究結論………………………………………..55
第二節 研究建議………………………………………...57
第三節 研究限制………………………………………..59
參考文獻…………………………………………………...…60
中文參考文獻…………………………………………….60
英文參考文獻…………………………………………….62
附錄一…………………………………………………...……68

表目錄

表2-1 關係行銷之定義構面……………………………………………… 7
表2-2 組織承諾分類……………………………………………………… 15
表3-1 高雄市民生醫院問卷發放情形…………………………………… 25
表3-2 高雄市健仁醫院問卷發放情形…………………………………… 26
表3-3 高雄市立天主教聖功醫院問卷發放情形………………………… 26
表3-4 高雄市凱旋醫院問卷發放情形…………………………………… 26
表3-5 高雄市海軍總醫院問卷發放情形………………………………… 27
表3-6 高雄市榮民總醫院問卷發放情形………………………………… 27
表3-7 公會會員之護理身分分配………………………………………… 28
表3-8 公會會員從事護理工作總年數分配……………………………… 28
表3-9 公會會員之工作科別分配………………………………………… 29
表3-10 各醫院抽樣數據…………………………………………………… 31
表3-11 問卷設計之信度…………………………………………………… 40
表4-1 巴氏球形檢定與KMO係數………………………………………… 41
表4-2 抽樣適足性指數判斷標準………………………………………… 42  
表4-3 會員承諾影響因子之因素分析…………………………………… 43
表4-4 會員承諾之因素分析……………………………………………… 44
表4-5 會員行為之因素分析……………………………………………… 45
表4-6 相關係數…………………………………………………………… 46
表4-7 個別自變數對會員承諾之迴歸分析……………………………… 47
表4-8 會員承諾對會員行為之迴歸分析………………………………… 48
表4-9 各假說之檢定結果………………………………………………… 50
表4-10 共線性統計量表…………………………………………………… 52
表4-11 共線性診斷表……………………………………………………… 52
表4-12 共線性統計量表…………………………………………………… 53
表4-13 共線性診斷表………………………………………………………53
圖目錄

圖一 研究架構圖…………………………………………………… 19
圖二 研究結果所得之研究架構圖………………………………… 51























參考文獻 一、中文文獻
丁虹(1987),「企業文化與組織承諾之關係研究」,政治大學企業管理研究所博士論文。
王保進(2004),「多變量分析-套裝程式與資料分析」,高等教育文化事業股份有限公司,台北。
吳明隆(2002),「SPSS統計應用實務」,文魁資訊圖書資料股份有限公司,台北。
吳寧遠(1999),「非營利組織會員對其組織認同結合之研究」,發表於非營利組織之經營管理與社會角色研討會,高雄:中山大學,頁307-361。
周文賢(2004),「多變量統計分析SAS/STAT使用分析」,智勝文化事業有限公司,台北。
林俊伊(2002),「非營利組織推動顧客關係管理對顧客信任和關係承諾之影響-以產業同業公會為例」,政治大學資訊管理學系研究所碩士論文。
高宜君(2003),「銷售人員對新產品銷售任務之承諾」,元智大學企業管理學系研究所碩士論文。
陳眉芳(2004),「談知識管理在知識服務業之應用-以會計師事務所為例」,政治大學經營管理碩士學程碩士論文。
陳耀茂(2004),「多變量分析的SPSS使用手冊」,鼎茂圖書出版股份有限公司,台北。
曹采華(2002),「員工特徵對工作滿意、組織承諾、組織公民行為、工作績效的影響-以派遣人員為例」,中央大學人力資源管理研究所碩士論文,民國91年。
張緡鏐(2000),「社工人員組織承諾相關因素之研究」,暨南國際大學社會政策與社會工作學系碩士論文。
劉寧(2003),「企業文化、組織承諾、及組織變革態度之關係研究--以日月光集團半導體後段製程三家公司整合為例」,成功大學EMBA在職專班碩士論文。
蘇文杰(2003),「組織聲望、組織認同與組織承諾之關連性研究-以非營利組織 志願工作者為例」,中原大學企業管理學系研究所碩士論文。

英文文獻
Aijo, T. S. (1996), “The theoretical and philosophical underpinnings of relationship
marketing – Environmental Factors Behind the Changing Marketing Paradigm,”
European Journal of Marketing, Vol. 30, No. 2, 8-17.
Allen, N. J. and J. P. Meyer (1990), “The Measurement and Antecedents of Affective,
Continuance and Normative Commitment to the Organization,” Journal of
Occupationaloccupational Psychology, 63 (1), 1-18.
Altman, I. and D. A. Taylor (1973), Social Penetration: The Development of Interpersonal Relationship. New York: Holt, Rinehart and Winson.
Anderson, J. C. , and J. A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, 54 (January), 42-
58.
Anderson, E. and B. Weitz (1992), “The Use of Pledges to Build and Sustain
Commitment in Distribution Channels,” Journal of Marketing Research, 29 (February), 18-34.
Ashforth, B. E. and F. Mael (1989), “Social Identity Theory and the Organization,” Academy of Management Review, 14(1), 20-39.
Bendapudi, N. and L. L. Berry (1997). “Customers’ Motivations for Maintaining
Relationships with Service Providers,”Journal of Retailing, 73 (1), 15-37.
Berry, L. L., G. L. Shostack, and G. D. Upah, (Eds) (1983), Emerging Perceptions on
Service Marketing, American Marketing Association, Chicago, IL, 25-8.
Berry, L. L.,and Parasuraman, A. (1991), Marketing Service – Competing through
Quality, The Free Press, New York, NY.
Bettencourt, L. A. (1997). “Customer Voluntary Performance.” Journal of Retailing,
73 (3), 383-406.
Bhattacharya, C. B. (1998), “When Customers Are Members: Customer Retention in
Paid Membership Contexts,” Journal of the Academy of Marketing Science, 26
(Winter), 31-44.
Bolton, R. N. (1998), “A Dynamic Model of the Duration of the Customer’s Relations
Relationship with a Continuous Service Provider: The Role of Satisfaction,”
Marketing Science, 17 (1), 45-65.
Bowen, D. E.(1986), “Managing Customers as Human Resources in Service
Organizations,” Human Resources Management, 25 (Fall), 371-84.
Brown, J. R., R. F. Lusch, and C. Y. Nicholson (1995). “Power and Relationship Commitment: Their Impact on Marketing Channel Member Performance,” Journal of Retailing, 71 (Winter), 363-92.
Chao, G. T., A. M. O’Leary-Kelly, S. Wolf, H. J. Klein, and P. D. Gardner (1994), “Organizational Socialization: Its Content and Consequences,” Journal of Applied Psychology, 79 (5), 730-43.
Deci,E. L.(1975), Intrinsic Motivation. New York: Plenum Press.
Doney, P. M. and J. P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing , 61 (April), 35-51.
Dutton, J. E., J. M. Dukerich, and C. V. Harquail (1994), “Organizational Images and
Member Identification.” Administrative Science Quarterly, 39 (2),239-63.
Dwyer, F. R. and R. R. LaGace (1986), “On the Nature and Role of Buyer-Trust,”
AMA Summer Educators Conference Proceedings, T. Shimp et al. eds. Chocago:
American Marketing Association, 40-45.
Dwyer, F. R, P. H. Schurr and S. Oh (1987),“Developing Buyer-Seller Relationships,”
Journal of Marketing, 51 (2), 11-27.
Ferguson, J. and S. Brown (1991), “Relationship Marketing and Association Managementagement,” Journal of Professional Services Marketing, 7 (2), 137-47.
Fournier, S., S. Dobscha, and D. G. Mick (1998), “Preventing the Premature Death of
Relationship Marketing,” Harvard Business Review, January-February, 42-51.
Fullerton, G. (2003), “ When does Commitment lead to Loyalty?” Journal of Service Research, 5 (4): 333- 45.
Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationship,” Journal of Marketing, 58 (April), 1-19.
Gronroos, C. (1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Books, Lexington, MA.
Grove, S. J, and R. P. Fisk (1997), “The Impact of Other Customers on Service Experiences: A Critical Incident Examination of Getting Along,” Journal of Retailing, 73 (Spring), 63-86.
Gruen, T. W., Summers, J. O., and Acito, F.(2000), “Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations” Journal of Marketing, 64(July), 34-49.
Gummesson, E. (1995), Relationship Marketing:From 4P to 30R. Liber-Hermods, Malmo.
Gundlach, G. T., R. S. Achrol, and J. T. Mentzer(1995),“The Structure of Commitment
in Exchange.” Journal of Marketing, 59 (January), 78-92.
Hackett, R. D., P. Bycio, and P. A. Hausdorf (1994), “Further Assessments of Meyer and Allen’s (1991) Three-Component Model of Organizational Commitment,” Journal of Applied Psychology, 79 (1), 15-23.
Harrison-Walker, Jean(2001), “The Measurement of Word-of Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,” Journal of Service Research, 4 (1), 60-75.
Heide, J. B. and G. John (1992), “Do Norms Matter in Marketing Relationships?” Journal of Marketing. 56 (2), 32-44.
Joshi, A. and S. Arnold (1997), “The Moderating Effect of Relational Norms on the Buyer-Supplier Dependence – Opportunism Relationship,” Psychology and Marketing, 14 (8), 823-45.
Houston, F. S. and J. B. Gassenheimer (1987), “Marketing and Exchange,” Journal of Marketing, 51 (October), 3-18.
Kelly, S. W., Donnelly, J. H.. Jr., and S. J. Skinner (1990), “Customer Participation in
Service Production and Delivery,” Journal of Retailing, 66 (Fall), 315-35.
Kelly, S. W., S. J. Skinner, and Donnelly, J. H.. Jr. (1992), “Organizational
Socialization of Service Customers,” Journal of Business Research, 25 (November), 197-214.
Kim, K. and G L. Frazier (1997), “Measurement of Distributor Commitment in
Industrial Channels of Distribution,” Journal of Business Research, 40 (2), 139-54.
Kumar, N., L. K. Scheer, and JB E.M. Steenkamp (1995a), “The Effects of Supplier Fairness on Vulnerable Resellers,” Journal of Marketing Research, 32 (February), 54-65.
Kumar, N., L. K. Scheer, and JB E.M. Steenkamp (1995b), “The Effect of Perceived Interdependence on Dealer Attitudes,” Journal of Marketing Research, 32 (August), 348-56.
Larzelere, R. E. and T. L. Huston (1980), “The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationship,” Journal of Marriage and the Family, 42 (August), 595-604.
Liebowitz, J. and Beckman, T. (1988), Knowledge Organization: What Every Manager Should Know. Boca Ration, FL: St. Lucie Press.
Mackenzie, S. B., P. M. Podsakoff, and M. Ahearne (1998), “Some Possible Antecedents and Consequences of Inrole and Exrole Salesperson Performance,” Journal of Marketing, 62 (July), 87-98.
Mathieu, J. E. and D. M. Zajac (1990), “A Review and Meta-Analysis of the
Antecedents, Correlates, and Consequences of Organizational Commitment,” Psychological Bulletin, 108 (2), 171-94.
Mayer, R. C., J. H. Davis, and F. D. Schoorman, “An Integrative Model of Organizational Trust,” Academy of Management Review, 20 (3), 1995, 709-39.
Mayer, R. C. and F. D. Schoorman (1992), “Predicting Participation and Production Outcomes through a Two-Dimensional Model of Organizational Commitment,” Academy of Management Journal, 35 (3), 671-84.
McKenna, R. (1991), Relationship Marketing. Boston: AddisonWesley.
Moorman, C., G. Zaltman, and R. Deshpande (1992), “Relationsgips between Providers and Users of Marketing Research: The Dynamics of Trust within and Between Organizations,” Journal of Marketing Research, 29(May), 314-29.
Morgan, R. M. and S. B. Hunt (1994),” The Commitment – Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38.
O’Reilly, C. and J. Chatman (1986), “Organizational Commitment and Psychological Attachment (1986): The Effects of Compliance, Identification and Internalization on Prosocial Behaviors, Journal of Applied Psychology. 71 (3), 492-99.
Organ, D. W. (1988a), “A Restatement of the Satisfaction Performance Hypothesis,” Journal of Management , 14 (December),547-57.
Organ, D. W. (1988b). Organizational Citizenship Behavior: The Good Soldier Syndrome, Lexington, MA: Lexington, Books.
Perrien, J. and R. Line (1995), “The Meaning of a Marketing Relationship: A Pilot Study,” Industrial Marketing Management, 24, 37-43.
Pritchard, Mark P., Mark E. Havitz, and Dennis R. Howard. (1999), “Analyzing the Commitment-Loyalty Link in Service Contexts. ” Journal of the Academy of Marketing Science , 27 (3): 333-348.
Reichheld, F. F. and W. E. Sasser, Jr. (1990), “Zero Defections: Quality Comes to
ServiceS,” Harvard Business Review, 68(September/October), 301-307.
Rotter, J. B. (1967), “A New Scale for the Measurement of International Trust,” Journal of Personality, 35 (4), 443-52.
Sheth, J. N. and A. Parvatiyar (1995), “Relationship Marketing in Customer Markets: Antecedents and Consequences,” Journal of The Academy of Marketing Science, 23(4) , 255-71.
Spek and Spijkervet (1997), “ Knowledge Management: Dealing Intelligently with
Knowledge”, Knowledge Management and Its Integrative Elements, New York:
CRC Press, 31-35.
Wiener, Y. (1982), “Commitment in Organizations: A Normative View,” Academy of Management Review, 7 (3), 418-28.
Wilson, D.T. and V. Mummalaneni (1986), “Bonding and Commiment in Buyer-Seller Relationships: a Preliminary Conceptualisation,” Industrial Marketing and Purchasing, 1 (3), 44-58.
Winer, R.S., J. Deighton, S. Guata, E. J. Johnson, B. Mellers, V. G. Morwitz, T.
O’Guinn, A. Rangaswamy, and A.G. Sawyer (1997), “Choice in Computer-Mediated Environments,” Marketing Letters, 8 (3), 287-96.



















論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2005-07-01公開。
  • 不同意授權瀏覽/列印電子全文服務。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信