進階搜尋


 
系統識別號 U0026-0812200910173040
論文名稱(中文) 服務業關係行銷發展之探討
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 90
學期 2
出版年 91
研究生(中文) 張邦基
研究生(英文) Pang-Chi Chang
學號 r6689102
學位類別 碩士
語文別 中文
論文頁數 96頁
口試委員 指導教授-杜富燕
口試委員-蔡東峻
口試委員-林義屏
中文關鍵字 關係行銷  資料庫行銷  資源基礎理論 
英文關鍵字 relationship marketing  resource based view  database marketing 
學科別分類
中文摘要 當企業的經營環境競爭情況越來越激烈,市場上各種商品的推成出新,致使消費者每天都面對各式的服務與產品。企業為了在這樣的環境中求取生存空間,開始追求關係行銷,企圖以顧客資料庫的資訊科技能幫助企業在這個環境下脫穎而出。然而,許多企業在這波的資訊科技導入過程中,並未嚐到成功的滋味,這說明了企業對於資訊科技的導入,並不是在金錢上大量投資就可以成功的,必須與企業內部甚至外部的資源做配合。故本研究以此為研究動機著手研究其中的因果關係,將企業內部的資源分為人力資源、企業資源及資訊科技資源。

企業導入顧客資料庫是為了能在關係行銷發展上有所助益,然而其間的必然性是否真的存在,這也是本研究所欲探討與澄清的。儘管如此,企業追求關係行銷發展最終目的仍是希望在組織績效上有所顯著影響,若是關係行銷發展與組織績效間並非存在著強烈的因果關係,則企業也許就需要重新考量到其經營策略才是。

除此之外,關係資本理論為近年來非常熱門的一項研究與探討議題。本研究中關係行銷發展亦牽涉到關係資本理論中的關係資本,所以,本研究從此方向,發展一個與本研究架構(主模型)作為對比的競爭模型,以作為驗測本研究模式的整體配適度的高低。

在統計分析後,研究發現:
1. 人力資源中的所有變數(「高階管理者的承諾」、「技術性IT能力」、「管理性IT技能」及「IT訓練」)對於「顧客資料庫活動」有顯著影響。
2. 企業資源中的「組織內部的一致性」、「團隊導向」及「流程再造」對「顧客資料庫活動」有顯著性影響。
3. 企業「IT獨立建置的程度」與「顧客資料庫活動」成正向關係,但「資訊化程度」並不有助於「顧客資料庫活動」的增加。
4. 人力資源中的「IT訓練」及企業資源中的「組織內部的一致性」與「資訊化程度」對「顧客資料庫活動」有互動效果。
5. 「顧客資料庫活動」是「關係行銷發展」的必要條件,但對於「組織績效」僅具有間接效果。
6. 「關係行銷發展程度」越高,越有助於「組織績效」的提升。
7. 在主模型與競爭模型下的對比分析可知,「關係行銷發展」是「顧客資料庫活動」下所發展出的一項企業重要資源。

英文摘要 All kinds of new goods flooding into the market makes the competitive situation fiercely, so that consumers contact various services and products. By customer database, firms are able to develop relationship marketing to stand out in this competitive situation. However, the constructing and performing of customer database should accompany the organizational internal, even external resources. So this study classifies the organizational internal resources into human resources, business resources and IT resources to research what the significant resources should be for customer database activity. And also, the cause-and-effect relationship among customer database, relationship marketing and organization performance are discussed in this study.

Besides, for the organization external resources, this study develops a competing model by applying relational capital theory to compare with the principal model.

After analysis, this study finds that:
1. All the valuables in human resources( CEO commitment, technical IT skills, managerial IT skills, IT training) have a significant effect on customer database activity.
2. Three of business resources( internal organizational consensus, team orientation and business process design) have a significant effect on customer database activity.
3. Construction of customer database by independence has a positive relationship with customer database activity. However, IT orientation has no significant improvement on customer database activity.
4. Human resources( IT training,) and business resources( internal organizational consensus ) have a significant interaction with IT orientation on customer database activity.
5. Customer database activity is the necessary condition to relationship marketing development. However, customer database activity influences organization performance indirectly.
6. The higher the relationship marketing development is, the more the organization performance improves.
7. Compared with competing model, the principal model reveals that relationship marketing development between firms and customers is an significant resource produced from customer database activity.

論文目次 第一章 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
第二章 文獻探討……………………………………………………………………6
第一節 關係行銷……………………………………………………………………6
第二節 資料庫行銷…………………………………………………………………9
第三節 關係行銷與資料庫行銷的關係……………………………………………12
第四節 關係行銷與資料庫行銷發展階段…………………………………………15
第五節 影響顧客資料庫活動的變數………………………………………………27
第六節 顧客資料庫活動、關係行銷發展及組織績效間的關係…………………41
第七節 從關係資本理論探討關係行銷發展………………………………………42
第三章 研究方法……………………………………………………………………45
第一節 研究架構……………………………………………………………………45
第二節 研究假設……………………………………………………………………46
第三節 研究變數之操作型定義……………………………………………………47
第四節 問卷設計……………………………………………………………………50
第五節 研究設計……………………………………………………………………53
第六節 資料分析方法………………………………………………………………54
第四章 實證結果與分析……………………………………………………………56
第一節 樣本回收狀況分析…………………………………………………………56
第二節 信度分析……………………………………………………………………56
第三節 樣本基本資料分析…………………………………………………………57
第四節 各變數間的相關分析………………………………………………………63
第五節 資源變數與顧客資料庫活動程度間的關係探討…………………………63
第六節 顧客資料庫活動程度與關係行銷發展程度間的關係探討………………70
第七節 顧客資料庫活動程度、關係行銷發展程度對組織績效的關係探討……70
第八節 顧客資料庫活動程度及關係行銷發展在不同服務對象上的差異分析…74
第九節 主模型與競爭模型的適合度檢定…………………………………………77
第五章 結論與建議…………………………………………………………………81
第一節 研究結論……………………………………………………………………81
第二節 建議…………………………………………………………………………84
第三節 未來研究方向………………………………………………………………86
第四節 研究限制……………………………………………………………………87
參考文獻…………………………………………………………………………………88
附錄 問卷………………………………………………………………………………94
參考文獻 中文部分
1. 中華徵信所,台灣地區大型企業排名TOP500,民國89年
2. 左逸生,顧客資料庫如何影像促銷策略,國立政治大學企業管理研究所碩士論文,民國85年
3. 蔡書瑋,服務業實行資料庫行銷之策略研究,私立逢甲大學企業管理研究所碩士論文,民國87年
4. 吳思華,策略九說:策略思考的本質,二版,麥田出版社,台北,民國87年
5. 林玉惠,資訊系統外包對資訊人員的影響之研究,國立屏東科技大學資訊管理技術研究所碩士論文,民國87年
6. 周逸衡、關富勇、薛朝龍,服務業關係行銷理念之探討及其運用程度的分析,第四屆服務管理研討會論文集,頁277~255,民國87年
7. 洪順慶,一對一獲取顧客終生價值,工商時報,33版,民國84年12月21日。
8. 洪順慶,關係行銷的觀念與應用,工商時報,33版,民國84年12月21日
9. 荒川圭基著,吳國禛譯,行銷管理電腦化之戰略與戰術,經濟部國貿局,台北,民國80
10. 張瑞玲,商業銀行零售金融關係行銷之研究,國立政治大學企業管理研究所碩士論文,民國84年
11. 曾才宏,資訊科技在關係行銷上之應用~以台北市百貨業為例,國立政治大學企業管理研究所碩士論文,民國85年




英文部分
1. Allen, Terry, “A Potent New Tool for Selling Database Marketing”, Business Week, Sep 5, pp 56~62, 1994
2. Autio, Erkko and Sapienza, Harry J. and Yli-Renko Helena, “Social Capital, Knowledge Acquistion, and Knowledge Exploitation in Young Technology-Based Firms”, Strategic Management Journal, Vol. 22, pp 587~613, 2001
3. Bagozzi, R. P. and Y Yi., “On the Evaluation of Structure Equations Models”, Academic of Marketing Science, 16, pp 76~94, 1998
4. Barney, J., “Organizational Culture: Can it Be A Source of Sustained Competitive Advantage?”, Academy of Management Review, Vol. 11, No. 3, pp 656~665, 1986
5. ________, “Strategic Factor Markets: Expectations, Luck, and Business Strategy”, Management Science, Vol. 32, No. 10, pp 656~665, 1986
6. ________, “Firm Resources and Sustained Competitive Advantage”, Journal of Management, Vol.17, pp. 99~120, 1991
7. Bartunek, J. and Moch, M., “ Firm Order, Second Order, and Third Order Change and Organizational Development Interventions: A Cognitive Approach”, Journal of Applied Behavioral Science, Vol.23, pp. 483~500, 1987
8. Beighton, Charles, “Database Marketing”, Insurance Brokers’ Monthly and Insurance Adviser Lye, Vol. 47, pp 22~25, 1997
9. Benjamin, R., Rockart, J. Morton, M.S. and Wyman, J., “Information Technology: A Strategic Opportunity”, Sloan Management Review, Spring, pp. 27~34, 1984
10. ________ and Levinson, E., “A Framework for Managing IT-Enabled Change”, Sloan Management Review, Summer, pp. 23~33, 1993
11. Berry, Leonard L., “Relationship Marketing: Emerging Perspectives on Services Marketing”, American Marketing Association, Chicago, IL., pp 8~24, 1983
12. ________ and Parasuraman, A., “Marketing Services-Competing Through Quality”, Free Press, NY, 1991
13. ________, “Relationship Marketing of Service Growing Interest, Emerging Perspectives”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp 236~245, 1995
14. Boar, B., “Information Technology and Business Alignment: A Strategic Assessment”, In B. Boss and D. Willey(eds.), Handbook of Business Strategy, Faulkner and Gray, NY, pp. 173~188, 1994
15. Boynton, Andrew C. and Zmud, Robert W., “Information Technology Planning in the 1990’s Directions for Practice and Research”, Management of Information System Quarterly, Minneapolis, Vol. 11, Iss. 1, Mar., pp 59~71, 1987
16. Capon, N. and Glazer, R. “Marketing and Technology: A Strategic Coalignment”, Journal of Marketing , Vol. 51, Iss. 3, July, pp 1~14, 1987
17. Chung, Seungwha and Singh, Harbir and Lee, Kyungmook, “Complementarity, Social Capital as Drivers of Alliance Formation”, Strategic Management Journal, Vol. 21, pp 1~22, 2000
18. Clemons, E., “Information Systems for Sustainable Competitive Advantage”, Information and Management, Vol. 11, pp 131~136, 1986
19. ___________ and Row, M., “Sustaining IT Advantage: The Role of Structural Differences”, MIS Quarterly, pp 275~292, 1991
20. Copeland, D.G. and McKenney, J.L. “Airline Reservation Systems: Lessons from History,” MIS Quarterly , Vol. 12, Iss. 3, September, pp 353~370, 1988
21. Copulsky, J. R. and M. J. Wolf, “Relationship Marketing: Positioning for The Future”, Journal of Business Strategy, July-August, pp 16~20, 1990
22. Cram, T., “The Power of Relationship Marketing: How to Keep Customer for Life”, Pitman Publishing, London, 1994
23. Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles, “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, Vol. 54, July, pp 68~81, 1990
24. Dess, G., “Consensus on Strategy Formulation and Organizational Performance: Competitors in A Fragmented Industry”, Strategic Management Journal, Vol. 8, No. 3, pp 259~277, 1987
25. DeWoot, P. Heyvaert, G. and Martou, F., “ Strategic Management : An Empirical Study of 168 Belgian Firm”, International Studies of Management and Organization, Vol. 7, pp 60~75, 1978
26. Dwyer, F. Robert, Schurr, H. Paul, and Oh, Sejo, “Developing Buyer-Seller Relationships”, Journal of Marketing, Vol. 51, pp 11~27, 1987
27. Earl, Michael J., “The Risks of Outsourcing IT”, Sloan Management Review, Spring, pp 26~32, 1996
28. Emerson, Richard M. “Power-Dependence Relations”, American Sociological Review, Vol. 27, Feb., pp 32~33, 1962
29. Fairlie, Robin, “The Marketing Person’s Guide to Database Marketing & Direct Mail”, Bardon-Chinese Media Agency, UK,1993
30. Fletcher, K., Wheeler, C. and Wright, J., “Success in Database Marketing: Some Crucial Factors”, Marketing Intelligence & Planning, Vol. 12, No. 6, pp 18~23, 1994
31. __________, __________ and ________, “Strategic Implementation of Database Marketing: Problems and Pitfalls”, Long Range Planning, Vol. 27, No. 1, pp 133~141, 1994
32. __________, Wright, G. and Desai, C., “The Role of Organizational Factors in The Adoption and Sophistication of Database Marketing in The UK Financial Services Industry”, Journal of Direct Marketing, Vol. 10, Winter, pp 10~21, 1996
33. Ganesan, Shankar, “Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, Vol. 58, April, pp 1~19, 1994
34. Grant, R., “The Resource-Based Theory of Competitive Advantage”, California Management Review, Vol. 33, No. 3, pp 114~135, 1991
35. Gronroos, C., “Service Management and Marketing: Managing the Moments of Truth in Service Competition”, Lexington Books, LM, 1990
36. __________., “The Marketing Strategy Continuum: Towards A Marketing Concept for the 1990s”, Management Decision, Vol. 29, No. 1, pp 7~13, 1991
37. __________, “From Marketing Mix to Relationship Marketing: Toward A Paradigm Shift in Marketing, “Asia-Australia Marketing Journal, Vol. 2, No. 1, Aug., pp 9~30, 1994
38. Gulati. R., “Social Structure and Alliance Formation: A Longitudinal Analysis”, Administrative Science Quartely, Vol. 40, pp 619~652, 1995
39. Hammer, M. and Champy, J., “Reengineering the Corporation: A Manifesto for Business Revolution”, Harper Business, NY, 1993
40. Hannan, M. and Freeman, J., “Structural Inertia And Organizational Change”, American Sociological Review, Vol. 49, pp 149~164, 1984
41. Heide, Jan B. and George, John, “The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels”, Journal of Marketing, Vol. 52 Jan., pp 20~35, 1988
42. Henderson, J. and Venkatraman, N., “Strategic Alignment: Leveraging Information Technology for Transforming Organizations”, IBM Systems Journal, Vol.32, pp. 4~16, 1993
43. Huber, G., “A Theory of The Effects of Advanced Information Technologies on Organizational Design, Intelligence, And Decision-Making”, Academy of Management Review, Vol. 15, No. 1, pp 47~71, 1990
44. Hughes, A. M., “Strategic Database Marketing”, Probus Publishing, 1994
45. Jackson, B. B., “Building Customer Relationships That Last”, Harvard Business Review, Nov/Dec, pp 120~128, 1985
46. Jackson, R. and Wang, P., “Strategic Database Marketing”, NTC Business Books, Illinois, 1994
47. Jasinowski, J., and Hamrin, R., “Making It in America”, Simon & Schuster, New York, 1995
48. Kanter, R. M., “Innovation---The Only Hope for Times Ahead?”, Sloan Management Review, pp 51~55, 1984
49. Keen, P. W., “Competing in Time: Using Telecommunication for Competitive Advantage”, Ballinger Publishing Co. Cambridge, MA , 1988
50. ___________, “Information Technology And the Management Different: A Fusion Map”, IBM System Journal, Vol. 32, pp 17~39, 1993
51. Kettinger, W. V., Grover, S. Guha, and Segars, A., “Strategic Information Systems Revisited: Study in Sustainability And Performance”, MIS Quarterly, pp 31~58, 1994
52. Knilans, G., “Database Marketing: Fad, Fantasy or Reality?”, Journal of Direct Marketing, May, pp 48~51, 1997
53. Kotler, Philip, “From Mass Marketing to Mass Customization”, Planning Review, Sep/Oct, 1989
54. ___________, “Marketing Management: Analysis, Planning, Implementation, And Control”, 8th ed, Prentice-Hall Inc., New Jersey, 1994
55. ___________, “Kotler on Marketing: How to Create, Win, And Dominate Markets”, Simon & Schuster Inc., 2000
56. Lacity, Mary C, Willcocks, Leslie P. and Feeny, David F., “The Value of Selective IT Sourcing”, Sloan Management Review, Spring, pp 13~25, 1996
57. Lally, L.H., “The Development of Customer Access Information Technology: A Study in Electronic Banking”, unpublished Master’s Thesis, New York University, 1992
58. Landy, F., “Psychology of Work Behavior”, Dorsey Press, Homewood, IL, 1985
59. Landry, Lynn, “Relationship Marketing: Hype or Here to Stay”, Journal of Marketing Views, July, pp 4, 1998
60. Lazos, J., “Unleashing the Power of Your Marketing Database”, The Bankers Magazine, March-April, pp 21~38, 1991
61. Leavitt, H. H., and Whisler, T. I., “Management in the 1980’s”, Harvard Business Review, November/December, pp 41~48, 1985
62. Lee, Choon Woo, Lee, Kyung Mook and Pennings, Johannes M., “Internal Capabilities, External Networks, and Performance: A Study on Technology-Based Ventures”, Strategic Management Journal, Vol. 22, pp 615~540, 2001
63. Levins, Ilyssa, “One-On-One Relationship Marketing Comes of Age”, Journal of Media, June, pp 44~52, 1998
64. Lusch, Robert F. and Brown, James R., “Interdependency, Contracting, And Relational Behavior in Marketing Channels”, Journal of Marketing, Vol. 60, pp19~38, 1996
65. Macneil, I. R., “The New Social Contract : An Inquiry into Modem Contractual Relations”, New Haven: Yale University press, CT, 1980
66. Maidique, M. and Hayes, R., “The Art of High-Technology Management”, Sloan Management Review, pp 35~49, 1984
67. Mata, Francisco J. and Fuerst, William L. and Barney, Jay B., “Information Technology And Sustained Competitive Advantage: A Resource-Based Analysis”, MIS Quarterly, Minneapolis, Vol. 19, Issue 4, Dec., pp 487~498, 1995
68. Miller, C. and Cardinal, L., “Strategic Planning And firm Performance: A Synthesis of More Than Two Decades of Research”, Academy of Management Journal, Vol. 37,pp 1649~1665, 1994
69. Morgan, R. M. and Hunt, S. D., “The Commitment--- Trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, July, pp 20~38, 1994
70. Nash, Edward L., “Database Marketing---The Ultimate Marketing Tool”, McGraw-Hill, Inc., New York, 1993
71. Neo, B. S., “Factors Facilitating the Use of Information Technology for Competitive Advantage: An Exploratory Study”, Information & Management, Vol. 15, pp. 191~201, 1988
72. ___________, “Database Principles Ⅱ: Implementing A Plan”, Target Marketing, Vol. 20 pp 100~110, 1997
73. Nolan, R. and Croson, D., ”Creative Destruction”, Harvard Business School Press, Boston, MA, 1995
74. O’Brien, Jeffrey, M. “Cupertino Dreaming”, Marketing Computers, Vol. 15, Iss. 10, Nov., pp 32~35, 1995
75. Orlikowski, W. and Gash, D., “Changing Frames: Understanding Technological Change in Organizations”, Center for Information Systems Research, Working Paper, Massachusetts Institute of Technology, 1992
76. Palmer, A.J., “Defining And Evaluating the Dimensions of Relationship Marketing: An Exploratory Study”, The Seventh World Marketing Congress, 3, pp 12~130, 1995
77. Palmquist, Joan, Hart, Paula, “Database Marketing Must Support Overall Strategy”, Marketing News, Vol. 30, Jul. 29, pp. 10~14, 1996
78. Peppers, D., and Rogers, M., “The One to One Future: Building Relationships One Customer at A Time”, Doubleday, New York, 1993
79. Petrison, L. A. and Wang, P., “Relationship Issues in Creating the Customer Database: The Potential for International Conflict Between Marketing and MIS”, Journal of Direct Marketing, Vol. 7, No. 4, pp 54~62, 1993
80. Pettigrew, A., “The Politics of Organizational Decision-Making”, Tavistock, London, 1973
81. Porter. M. E. and Millar, V., “How Information Gives You Competitive Advantage”, Harvard Business Review, Vol. 65, No. 4, pp 149~160, 1985
82. Poulos, Nick, “12 Database Marketing Principles”, Target Marketing, Vol. 20, pp 46~50, 1997
83. Powell, Thomas C and Dent-Micallef, Anne, “Information Technology As Competitive Advantage: The Role of Human, Business, And Technology Resources”, Strategic Management Journal, Vol. 18, pp 375~405, 1997
84. Quinn, J. B., “Technological Innovation, Entrepreneurship, And Strategy”, Sloan Management Review, pp15~26, 1979
85. Roberts, M. L., “Expanding the Role of the Direct Marketing Database’, Journal of Direct Marketing, Vol. 6, No. 2, pp 51~60, 1992
86. Rockart, J. and Short J., “IT in the 1990s: Managing Organizational Interdependence”, Sloan Management Review, Winter, pp 7~17, 1989
87. Rumelt, R., “Toward A Strategic Theory of the Firm”, In R. Lamb (ed.), Competitive Strategic Management, Prentice-Hall, Englewood Cliffs, NJ, pp 556~570, 1984
88. Shani, D and Chalasani, S, “Exploiting Niches Using Relationship Marketing”, The Journal of Service Marketing, Vol. 6, No. 4, Fall, pp 43~52, 1992
89. Shaw, R. and Stone, M., “Database Marketing”, Grower Publishing Company Limited, 1990
90. Singh, Jitendra V., House, Robert J. and Tucker, David J., “Organizational Change And Organizational Mortality”, Administrative Science Quarterly, Vol. 31, pp 587~611, 1986
91. Smith, M. and White, M. C., “Strategy, CEO Specialization, And Succession”, Administrative Science Quarterly, 32, pp 163~185, 1987
92. Walton, R., “Up And Running: Integrating Information Technology And the Organization”, Harvard Business School Press, Noston, MA, 1989
93. Wernerfelt, Birger, “A Resource-Based View of the Firm”, Strategic Management Journal, Vol. 5, pp 171~180, 1984
94. Wortzel, “Multivariate Analysis”, Prentice Hall, New Jersey, 1979
95. Zuboff, S., “In the Age of the Smart Machine”, Basic Book, NY, 1988
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2002-06-26起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2002-06-26起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw