「關係行銷」已經成為企業追求永續經營下所需思考的重要議題，現已引起許多營利與非營利組織經營的注目。如何與顧客維持長期關係，進而創造合作價值的機會，已成為企業成功與否的關鍵性要素。

    故本研究希望運用關係行銷的觀點，建構出一套關係行銷活動與專業公會會員行為之架構，探討關係行銷活動將如何影響會員對組織的態度；以及會員對組織的態度對於情感承諾造成何種程度的影響；最後，探討會員情感承諾將對會員行為（參與及共同生產）會造成什麼影響，並進一步提出管理策略。為達成上述之目的，本研究選定台北市藥師公會會員為調查對象，並根據國外學者微幅修改而成之問卷為工具，問卷採取全部發放方式，並以郵寄問卷收集資料，研究中為探討研究變數之間的關係，進行多變項複迴歸分析以驗證構念間相互影響的關係。研究結果如下：

1.關係行銷活動中，「額外服務」、「組織知識的傳播」、「知名
  度」三項變數對於會員對組織之態度具有顯著性的相關性，其中以
 「知名度」之相關性最高。

2.會員態度對會員情感承諾有顯著的正向影響，代表當會員對公會產
  生正面的評價，就會對組織產生正面的情感附著。再者情感承諾也
  會對會員參與及共同生產具有顯著的相關性。

3.「知名度」與「額外服務」對會員態度的效果較大，因此，公會可
  從這二方面著手，以從最後的會員行為得到潛在利益。

“Relationship Marketing” has already become the important topics needed to think, the management approach that views customer relationship as key assets of the organizations has gained increased prominence in the practices of many for-profit and not-profit organization. How to keep the long-term relation with the customer, and then create the chance of cooperative value, has already become the key element that enterprises have succeeded or not. 

     So the view that this research hopes and uses relationship marketing, construct the structure that a relation is on sale throughout the activity and professional society's member's behavior, we conceptualize and empirically examine the influence of membership associations’ relationship marketing activities toward members’ behaviors. To achieve objectives, Taipei Pharmacists’ Association’s members are selected to be the investigated population, besides, questionnaire which adapted from the foreign scholars is used to test in the way of convenience sampling in all main branch of Taipei Pharmacists’ Association. The main results as follows:

1.In relationship marketing activities, the three parameters- additional service, dissemination of organizational knowledge, awareness- has a positive effect on Member's attitude, especially awareness. 

2.Member's attitude have a positive influence on affections, this represent that when  member have a positive evaluation on association, then they will have a positive affection attachment. Moreover, affective commitment also have a positive influence on participation and co-production. 

3.The results of “awareness” and “popularity” are relatively great to Member's attitude, s o the association can set about from these two respects.

目錄
第一章	緒論………………………………………………………1
 第一節 研究動機 …………………………………………………1
 第二節 研究目的 …………………………………………………2
 第三節 研究流程 …………………………………………………3

第二章	文獻探討…………………………………………………5
  第一節 關係行銷…………………………………………………5
  第二節 態度………………………………………………………11
  第三節 情感承諾…………………………………………………12
  第四節 會員行為…………………………………………………14
  第五節 研究架構與假說…………………………………………16

第三章	研究方法…………………………………………………20
  第一節 研究設計與對象…………………………………………20
  第二節 變數的操作性定義與衡量………………………………22
  第三節 問卷設計…………………………………………………28
  第四節 資料分析方法……………………………………………29

第四章	資料分析結果……………………………………………30
  第一節 因素分析結果與信效度分析……………………………30
  第二節 迴歸模型分析……………………………………………38

第五章	結論與建議………………………………………………44
  第一節 研究結論…………………………………………………44
  第二節 研究限制…………………………………………………47
  第三節 研究建議…………………………………………………48

參考文獻
  中文部分……………………………………………………………50
  英文部分……………………………………………………………51

附錄A、問卷 …………………………………………………………55
附錄B、迴歸模型之基本假定與共線性分析 ………………………61


表目錄
表2-1   關係行銷定義………………………………………………6
表3-1   問卷發放與回收情形………………………………………20
表3-2   樣本基本資料分析…………………………………………21
表3-3   變數之操作性定義…………………………………………26
表3-4   問卷設計結構表……………………………………………28
表4-1   KMO統計量的判斷原理 ……………………………………30
表4-2   巴氏球型檢定與KMO係數 …………………………………31
表4-3   關係行銷活動之因素分析…………………………………32
表4-4   會員對組織的態度之因素分析……………………………33
表4-5   情感承諾之因素分析………………………………………34
表4-6   會員行為之因素分析………………………………………35
表4-7   研究變項之信度值…………………………………………36
表4-8   構面之相關係數……………………………………………38
表4-9   會員對組織態度之迴歸分析………………………………39
表4-10  情感承諾之迴歸分析………………………………………41
表4-11  會員參與之之迴歸分析……………………………………42
表4-12  會員共同生產之迴歸分析…………………………………42
表4-13  各個假說的檢定結果………………………………………43
表6-1   態度迴歸模式自變數的相關性……………………………61
表6-2   共線性統計量表……………………………………………62
表6-3   共線性診斷表………………………………………………63
表6-4   迴歸模型之恆常性檢定表…………………………………64

 
圖目錄
圖1-1  研究流程………………………………………………………4
圖2-1  員關係之關係行銷模式………………………………………7
圖2-2  研究架構………………………………………………………16

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