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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32066

    Title: 關係行銷活動對專業公會會員行為之影響 : 以台北市藥師公會為例
    Other Titles: 關係行銷活動對專業公會會員行為之影響 : 以臺北市藥師公會為例
    The influence of relationship marketing activities toward professional association members' behavior : take Taipei pharmacists' association for example
    Authors: 柯盈榆;Ko, Yin-yu
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    曾義明;Tseng, Yi-ming
    Keywords: 關係行銷;態度;情感承諾;會員行為;Relationship marketing;attitude;Affective Commitment;Membership Behavior
    Date: 2005
    Issue Date: 2010-01-11 01:37:09 (UTC+8)
    Abstract: 「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。




    “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.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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