题名

關係行銷、關係品質與家長行爲意向關係之研究

并列篇名

A Study of Relationship among Marketing, Relationship Quality and Behavior Intentions

DOI

10.6284/NPUSTHSSR.2009.3(2)5

作者

趙康伶(Kang-Lin Chao)

关键词

關係行銷 ； 關係品質 ； 行為意向 ； relationship marketing ； relationship quality ； behavioral intentions

期刊名称

人文社會科學研究

卷期/出版年月

3卷2期（2009 / 06 / 01）

页次

91 - 112

内容语文

繁體中文
中文摘要

本研究主要針對屏東縣私立幼稚園家長為對象進行分析，探討關係行銷、關係品質與家長行為意向關係之研究。本研究主要結果發現：關係行銷與關係品質具有顯著性，以「核心服務績效」之相關性最高；關係品質與家長行為意向具有顯著性的相關性，並以「承諾」與家長「行為意向」的相關性最高；關係品質與家長行為意向具有顯著正相關，其中以「信賴」與「共生行為」正向關係最強、「承諾」與「保留行為」正向關係最強、「滿意」與「參與行為」正向關係最強；「核心服務績效」、「專業知識」為影響關係品質及家長行為意向的重要因素；「核心服務績效」、「藉助外部關係」及「互動強度」透過關係品質對家長行為意向的間接效果都比直接效果大。
英文摘要

The purpose of this study aimed at the parents of private kindergartens in Pingtung County is to analyze and explore the correlations among relationship marketing, relationship quality and parents' behavioral intentions. The outcome of this research found that relationship marketing and relationship quality possess notable correlation, and ”core services performance” has the most relation to them; besides, relationship quality and parents' behavioral intentions are provided with significant correlation, and ”commitment” as well as ”parents' behavioral intentions” have the most relation to them. Furthermore, relationship quality and parents' behavioral intentions have positive correlation, within which ”reliance” possesses the strongest positive relation to ”symbiotic behavior”, ”commitment” has the strongest positive relation to ”reserved behavior” as well as ”satisfaction” has the strongest positive relation to ”participant behavior”. The study also found that ”core services performance” and ”professional knowledge ”were constructed to directly affect relationship quality and parents' behavioral intentions. By means of relationship quality, ”core services performance”, ”reliance on external relation ”and” interaction intensity” have more indirect effects on parents' behavioral intentions.
主题分类 人文學 > 人文學綜合
社會科學 > 社會科學綜合
社會科學 > 社會學
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被引用次数
  1. 陳慧華、張文權、范熾文(2016)。當代績效責任領導：概念、理論及對校長領導之啟示。學校行政，101，34-54。
  2. 張文權、范熾文(2014)。顧客關係管理的意涵及其對學校經營的啟示。學校行政，91，74-91。
  3. 鍾政偉、陳桓敦、林佳穎(2012)。品牌知覺、廣告效果與關係品質對購買意願影響之研究。Journal Of Data Analysis，7(5)，137-158。
  4. (2015)。高等教育機構行銷策略、信任、承諾對忠誠度模式之建構與驗證。教育學報，43(1)，179-203。
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