以社會資本觀點看企業關係行銷投入之效果研究

10.29986/TJA.200503.0006

陳燕玲

關係行銷 ； 社會資本 ； 行銷效果

中國廣告學刊

10期（2005 / 03 / 01）

78 - 89

繁體中文

關係行銷為近年行銷觀念的重大突破，使企業的行銷投入著重於顧客關係的維繫，藉此創造企業經營的長遠利潤。本研究採用社會資本的觀點看關係行銷的本質，以147家大型股票上市公司為樣本，透過實證探討人際關係與公眾關係的投入承諾，對企業經營績效的影響。由於在關係行銷活動中，高度社會資本的建立，確實有助於促成並為企業帶來正面的利益。但是相對的，高度關係承諾與凝聚效果，會產生社會群體的排外性，並形成重複資源承諾的多餘與浪費，也喪失了新交易機會的引進，造成整體關係系統的負擔。實證研究結果發現，關係投入對績效會產生影響效果，但關係投入的承諾程度越高，對企業績效的負面影響也越大，顯示社會資本的高成本與負面效益對績效的顯著影響。

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