運動賽會贊助與關係品質之關聯

Association between Sports Sponsorship and Relationship Quality

10.6162/SRR.2012.119.04

劉玉峯(Yuh-Feng Liou)；李雅君(Ya-Juin Li)；張智鈞(Chih-Chun Chang)

運動行銷 ； 信任 ； 承諾 ； sport marketing ； trust ； commitment

大專體育

119期（2012 / 04 / 01）

22 - 27

繁體中文

關係行銷為買賣雙方關係之互動關係，最早起源於1960年代。而隨著時代的進步，關係行銷廣泛地應用於各種不同的行銷領域。但是關係行銷對於運動賽會贊助中所扮演的角色還未被系統性的討論。故本文之目的為整理前人之研究探討關係品質對於運動賽會贊助之關聯，以瞭解其重要性與影響。本文結論如下：一、企業對於運動贊助所費不貲，慈善性的贊助方式已不為運動贊助之主流，企業轉為將資源投入其中並獲取最大利益；二、於銷售行為中，關係品質主要以信任、承諾與顧客滿意度為指標，並且於運動贊助中也扮演相當重要之角色；三、企業須具備「能力」以及「可靠性」才能取得消費者之信任；四、情感性承諾與計算性承諾為影響企業建立承諾之重要因子。本研究建議未來研究方向可以對於如奧運等大型運動賽會中運動贊助對於關係品質之關聯進行更深入之探討。

Back in 60's, the relationship marketing means the interactions between sellers and buyers. Since then, relationship marketing has been extensively exercised in various marketing fields. The role relationship marketing played in sport event sponsorship has not yet been systematically discussed. In view of this, the purpose of this study was to investigate the relationship quality's association with sport event sponsorship in order to understand its importance and impact. This review covered several sports management studies and concluded as follows: First of all, the sponsorship made by enterprises was always costly, thus, charitable sponsorship was not a trend anymore. The enterprise sponsors would want to earn the best interests for themselves out of what they offered. Secondly, in sales behavior, trust, commitment and customer satisfaction were the three main indicators of the relationship quality, and they also played an important role in sports sponsorship. Thirdly, companies must have ”capacity” and ”reliability” to obtain trust from consumers. Last, emotional and computational commitments were the important influences when enterprises made commitments. This study is to suggest and encourage the future researches making the specific discussions on the sponsorship in large sport events, for example, the Olympic Games and its association with relationship quality.

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