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。

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.

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

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