博碩士論文 etd-0906110-163357 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 余建輝(Chien-hui Yu) 電子郵件信箱 m974012034@student.nsysu.edu.tw
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 98學年第2學期
論文名稱(中) 人際溝通、銷售人員之專業知識、關係利益與購買意願關係之研究  
論文名稱(英) The relationships of interpersonal communication, sales people's expertise, relationship benefit and purchase intension
檔案
  • etd-0906110-163357.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    電子論文:校內校外均不公開

    論文語文/頁數 中文/88
    統計 本論文已被瀏覽 5577 次,被下載 0 次
    摘要(中) 摘 要
      百貨公司屬於高度人際接觸的服務產業,產品及服務的傳遞必須透過第一線的服務人員來與顧客接觸,在與顧客的互動過程中,服務人員可以將產品及服務的專業知識傳遞給顧客,也可以在與顧客人際互動的過程中,發掘顧客之需求,提供適當的服務,並進一步與顧客建立長久的友誼關係,讓顧客能持續惠顧。所以服務人員的表現在顧客關係建立與維繫上,扮演著相當重要的角色。
      在關係行銷與購買意願的研究上,過去的研究多半以關係品質為中介因素,去探討關係行銷與購買意願之影響關係,或是研究關係行銷對於關係利益、滿意度及忠誠度之相互關係。本研究由顧客觀點出發,以百貨公司會員為調查對象,採用問卷調查之方式,探討第一線服務人員的表現對於顧客關係利益之影響,進一步了解人員的表現與顧客購買意願間的相互關係,並透過實證達成以下目的:(1)探討銷售人員之專業知識是否能有效影響顧客知覺到的關係利益;(2)探討服務人員與顧客間的人際溝通是否能有效影響顧客知覺到的關係利益;(3)探討顧客知覺到的關係利益是否能有效影響其購買意願;(4)探討關係利益對於人際溝通、專業知識與購買意願之間,是否具有中介效果。
      本研究以結構方程模式SEM作為驗證研究架構之工具,研究結果歸納四項結論:(1)銷售人員專業知識對於信心利益與社會利益有正向的影響效果;(2)服務人員與顧客間的人際溝通對於信心利益、社會利益與特殊待遇利益有正向的影響效果;(3)信心利益與社會利益對於購買意願有正向的影響效果;(4)信心利益與社會利益在人際溝通、專業知識與購買意願之間具有中介效果。研究結果希望能提供業者發展合適的顧客關係策略,促使企業有更好的發展。
    摘要(英) Abstract
    Department Stores are highly interpersonal communicated in the service industry. Products and services should be delivered through the service employees. In the process of interaction with customers , service employees could deliver the expertise of products and services , discover what is customers need , offer them appropriate services and then build the long term relationship with them. So service employees play very important roles in building long term relationship with customers.
    In reviewing literatures about relationship marketing and purchase intension, previous researches use「relationship quality」as the mediator mostly to discuss the relationship between relationship marketing and purchase intension, or
    In the surveys of this study, this research study wants to find how service employees expressions affecting the customers perceived relationship benefits and reach the purposes as below:
    1.Discussing the salespersons’ expertise could positive affect the customers perceived relationship benefits.
    2.Discussing the interpersonal communication between service sales and customers could positive affect purchase intension.
    3.Discussing the customers perceived relationship benefits could positive affect purchase intension.
    4.Discussing if relationship benefits play as the mediator between interpersonal communication 、salespersons’ expertise and purchase intension.
    Structural Equation Modeling is used in this research. The followings are four points of conclusions:
    1.Salesperson’s expertise positive affect the confidence benefit and social benefit.
    2.Interpersonal communication between service employees and customers positive affect confidence benefit、social benefit and special treatment benefit.
    3.Confidence benefit and social benefit positive affect customer’s purchasing intension.
    4.Confidence benefit、social benefit are mediators between interpersonal communication、salespersons expertise and customers purchasing intension.
    The conclusions of this research could offer department stores to develop appropriate customer relationship strategies and have great improvement in their business.
    關鍵字(中)
  • 購買意願
  • 關係利益
  • 銷售人員之專業知識
  • 人際溝通
  • 關鍵字(英)
  • salesperson expertise
  • Interpersonal communication
  • purchase intension
  • relationship benefit
  • 論文目次 中文摘要 I
    英文摘要  II
    目  錄  IV
    表 次 VI
    圖 次 VII
    第壹章 緒論 1
      第一節 研究背景與動機 1
      第二節 研究目的 3
      第三節 研究流程 4
    第貳章 文獻探討 6
      第一節 關係行銷 6
      第二節 關係投資 13
    第三節 顧客觀點之關係利益 21
    第四節 購買意願 27
    第參章 研究方法 28
      第一節 研究架構 28
      第二節 研究假設 30
      第三節 研究變數定義與衡量 33
      第四節 問卷設計 38
      第五節 資料分析方法 40
      第六節 抽樣方式 44
    第肆章 資料分析 45
      第一節 樣本資料敘述統計分析 45
      第二節 信效度分析 48
    第三節 假說檢定 55
      第四節 中介效果檢定 62
    第伍章 結論與建議 65
      第一節 研究結論 65
      第二節 管理意涵 68
    第三節 研究限制與未來研究方向 70
    參考文獻 71
    附錄 正式問卷 76
    參考文獻 一、中文文獻
    1.王彩霞,1997,《我國銀行關係行銷策略之研究》,國立中山大學企業管理研究所碩士論文。
    2.方世榮,1997,《行銷原理》,台北: 東華書局。
    3.邱皓政,《結構方程模式:LISREL的理論技術與應用》,台北:雙葉書廊。
    4.吳信如,2002,《資訊軟體業業務人員專業核心職能量表之建立》,國立中央大學人力資源管理研究所碩士論文。
    5.吳明隆,2000,《SPSS統計應用實務》,文魁資訊股份有限公司。
    6.洪慶順,2005,《關係行銷的觀念與應用》,工商時報。
    7.韋氏第三國際辭典,1986,Webster’s Third New International Dictionary。
    8.陳柏村,2002,《高科技企業業務人員關業才能的知識管理機制之探討》,國立台灣科技大學管理研究所碩士論文。
    9.黃俊英,1991,《多變量分析》,第四版,中國經濟企業研究所。
    10.曾光華,1995,《顧客資料庫與關係管理》,第二屆中小企業管理研討會論文集(下),台北:經濟部中小企業部。
    11. 周逸衡、凌儀玲 譯《Lovelock and Wirtz服務業行銷:六版》,華泰文化事業股份有限公司
    二、英文文獻
    1. Anderson, E. and B. Weitz (1989). "Determinants of Continuity in Conventional Industrial Channel Dyads." Marketing Science 8(4): 310-323.

    2. Anderson, J. C. and J. A. Narus (1990). "A Model of Distributor Firm and Manufacturer Firm Working Partnerships." The Journal of Marketing 54(1): 42-58.

    3. Anderson, J. C. and J. A. Narus (1991). "Partnering as a Focused Market Strategy."
    4. Arnold, H. J. (1982). "Moderator variables: A clarification of conceptual, analytic, and psychometric issues." Organizational Behavior and Human Performance 29(2): 143-174.

    5. Babin, B. J., W. R. Darden, et al. (1994). "Work and/or Fun: Measuring Hedonic and
    6. Bagozzi, R. P. (1995). "Reflections on Relationship Marketing in Consumer Markets." Journal of the Academy of Marketing Science. 23(4): 272.

    7. Beatty, S. E. and J. Lee (1996). "Customer-Sales Associate Retail Relationships." Journal of Retailing 72(3): 223-247.

    8. Berry, L. L. (1983). Relationship Marketing. Chicago, American Marketing Association.

    9. Berry, L. L. (1995). "Relationship Marketing of Services--Growing Interest, Emerging
    10. Berry, L. L. and A. Parasuraman (1991). Marketing services : competing through quality. New York; Toronto; New York, Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.

    11. Bitner, M. J. (1990). "Evaluating Service Encounters: The Effects of Physical
    12. Bitner, M. J., B. H. Booms, et al. (1994). "Critical Service Encounters: The Employee's Viewpoint." JOURNAL OF MARKETING 58(4): 95.

    13. Bove, L. L. and L. W. Johnson (2001). "Customer relationships with service personnel: do we measure closeness, quality or strength?" JOURNAL OF BUSINESS RESEARCH 54(3): 189-197.

    14. Busch, P. and D. T. Wilson (1976). "An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad." Journal of Marketing Research 13(1): 3-11.

    15. Chisholm, M. E. and D. P. Ely (1976). Media personnel in education : a competency approach. Englewood Cliffs, N.J., Prentice-Hall.

    16. Christy, R., G. Oliver, et al. (1996). "Relationship Marketing in Consumer Markets." Journal of marketing management. 12(1/3): 175.

    17. Copulsky, J. R. and M. J. Wolf (1990). "Relationship marketing: positioning for the future." The Journal of business strategy 11(4).

    18. Crosby, L. A., K. R. Evans, et al. (1990). "Relationship Quality in Services Selling: An Interpersonal Influence Perspective." The Journal of Marketing 54(3): 68-81.

    19. Darden, W. R. and M. J. Dorsch (1990). "An action strategy approach to examining shopping behavior " Journal of Business Research 21(3): 289-308.

    20. De Wulf, K., G. Odekerken- Schröder, et al. (2001). "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration." The Journal of Marketing 65(4): 33-50.

    21. Dodds, W. B., K. B. Monroe, et al. (1991). "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations." Journal of Marketing Research (JMR) 28(3): 307-319.

    22. Doney, P. M. and J. P. Cannon (1997). "An Examination of the Nature of Trust in Buyer-Seller Relationships." The Journal of Marketing 61(2): 35-51.
    23. Duncan, T. and S. E. Moriarty (1998). "A Communication-Based Marketing Model for Managing Relationships." The Journal of Marketing 62(2): 1-13.
    24. Dwyer, F. R., P. H. Schurr, et al. (1987). "Developing Buyer-Seller Relationships." The Journal of Marketing 51(2): 11-27.

    25. Ganesan, S. (1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships." The Journal of Marketing 58(2): 1-19.

    26. Goodman, L. E. and P. A. Dion (2001). "The Determinants of Commitment in the Distributor-Manufacturer Relationship." Industrial marketing management. 30(3): 287.

    27. Gwinner, K., D. Gremler, et al. (1998). "Relational benefits in services industries: The customer's perspective." Journal of the Academy of Marketing Science 26(2): 101-114.

    28. Hirschman, E. C. and M. B. Holbrook (1982). "Hedonic Consumption: Emerging Concepts, Methods and Propositions." The Journal of Marketing 46(3): 92-101.

    29. Landry, L. (1998). "Relationship marketing: Hype or here to stay?" Marketing News 32(14): 4-4.

    30. Lovelock, C. H. (1996). Services marketing. Upper Saddle River, N.J., Prentice Hall.

    31. Lynn, E. M., R. F. Carl, et al. (1992). "Buyer-Seller Relationships: An Application of the IMP Interaction Model." European Journal of Marketing 26(2).

    32. McAdams and D. P. (1988). Personal Needs and Personal Relationship. New York, John Wiley & Sons.

    33. Morgan, R. M. and S. D. Hunt (1994). "The Commitment-Trust Theory of Relationship Marketing." The Journal of Marketing 58(3): 20-38.

    34. Palmatier, R. W., R. P. Dant, et al. (2006). "Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis." JOURNAL OF MARKETING 70(4): 136-153.

    35. Peterson, R. A. (1995). "Relationship Marketing and the Consumer." Journal of the Academy of Marketing Science. 23(4): 278.

    36. Reynolds, K. E. and S. E. Beatty (1999). "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing." Journal of Retailing 75(1): 11-32.

    37. Saxe, R. and B. A. Weitz (1982). "The SOCO Scale: A Measure of the Customer Orientation of Salespeople." Journal of Marketing Research 19(3): 343-351.
    38. Schiffman, L.G..,and Kanuk,LL.,Consumer Behavior 7th ed., Prentice Hall, Inc.Schultz, Don E. and William A. Robinson, Sales Promotion Management, Chicago, IL:Crain book, 2000
    39. Sharp, B. and A. Sharp (1997). "Loyalty programs and their impact on repeat-purchase loyalty patterns." International journal of research in marketing. 14(5): 473.

    40. Sheth, J. N. and A. Parvatiyar (1995). "Relationship Marketing in Consumer Markets: Antecedents and Consequences." Journal of the Academy of Marketing Science. 23(4): 255.

    41. Smith, J. B. and D. W. Barclay (1997). "The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships." The Journal of Marketing 61(1): 3-21.

    42. Storbacka, K., T. Strandvik, et al. (1994). "Managing Customer Relationships for Profit: The Dynamics of Relationship Quality." International Journal of Service Industry Management 5(5): 21-38.

    43. Surprenant, C. F. and M. R. Solomon (1987). "Predictability and Personalization in the Service Encounter." The Journal of Marketing 51(2): 86-96.

    44. Thorsten Hennig-Thurau, U. H. (2000). Relationship marketing: gaining competitive advantage through customer Springer.

    45. Verderber, R. F. and K. S. Verderber (2003). Inter-act : interpersonal communication concepts, skills, and contexts. New York; Oxford, Oxford University Press.

    46. Webster, F. E. (1992). "The Changing Role of Marketing in the Corporation." The Journal of Marketing 56(4): 1-17.

    47. Westbrook, R. A. (1981). "Sources of Consumer Satisfaction with Retail Outlets." Journal of Retailing 57(3): 68.
    口試委員
  • 許英傑 - 召集委員
  • 吳師豪 - 委員
  • 黃明新 - 指導教授
  • 口試日期 2010-06-24 繳交日期 2010-09-06

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫