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    題名: 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
    其他題名: The roles of relationship marketing, membership commitment, and membership behaviors in professional association.
    作者: 張瀛文;Chang, Ying-wen
    貢獻者: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    日期: 2005
    上傳時間: 2010-01-11 01:28:24 (UTC+8)
    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。
    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.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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