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| Title: | B2B專屬資產投資對企業自發性表現行為之研究：關係利益為前置變數 |
| Authors: | 陳慧怡
Chen, Huei Yi |
| Contributors: | 巫立宇
Wu, Lei Yu
陳慧怡
Chen, Huei Yi |
| Keywords: | 關係利益
企業專屬資產投資
忠誠行為
Relationship Benefits
Specific assets investment
Loyalty behavior |
| Date: | 2010 |
| Issue Date: | 2011-09-29 16:31:43 (UTC+8) |
| Abstract: | 在日益競爭的商業環境下，企業看待企業客戶的觀點，由傳統競爭觀點轉變為，有越來越多企業選擇與企業客戶建立夥伴關係，Bidault et al.(1998)的研究指出高科技廠商在新產品開發過程中，會協同其供應商共同參與研發設計過程，期望藉此能發揮一加一大於二的綜效效果，為企業帶來更好的績效表現。
Sasser(1990)指出若企業能提高5%的顧客維持率，利潤將可望提高25%~85%，既有的顧客能藉由與企業重複交易與為企業宣傳來吸引新顧客，使企業獲取更好的利潤，因此本研究沿用此一概念，採取量化衡量方式，以統計軟體SPSS17.0版本進行資料分析，試圖探討企業之間如何產生自發性忠誠行為，引用B2C關係行銷的概念於B2B交易情境中討論，將企業客戶視為顧客，以關係利益為前置變數，分別檢驗關係利益三大構面－信心利益、社會利益與特殊對待利益，與企業專屬資產投資的關係與影響企業專屬資產投資的程度，再以專屬資產投資七大分類－實體專屬資產、人力資源專屬資產、特定專屬資產、無形專屬資產、心理層面認同專屬資產、忠誠客戶優惠專屬資產、區位專屬資產，做為衡量企業專屬資產投資程度的指標，並以此做為中介變數，檢驗企業專屬資產投資是否會引發企業具有忠誠行為表現。
經由實證研究顯示，信心利益與企業專屬資產投資並無明顯的正向因果關係，社會利益與特殊對待利益皆與企業專屬資產投資呈現正向因果關係，企業專屬資產投資也對企業自發性忠誠行為表現具有正向影響力，表示企業在交易過程中，如能與企業客戶互動密切並發展出朋友般的關係、給予企業客戶優惠的利益、提供較低的價格、給予折扣等，都能誘發企業客戶進行專屬資產投資，而當企業客戶進行越多的專屬於特定企業的資產投資，則越能對該企業展現忠誠行為，表現在願意再度與企業交易或成為企業的促銷者，宣傳企業的優秀表現於其它廠商，帶給企業更好的績效表現。
本研究從關係行銷的觀點出發，希望能提供企業一些管理上的建議，企業可著重於與企業客戶維持長期的交易，視企業客戶為企業內部顧客，與企業客戶發展出夥伴關係，強化企業客戶的忠誠度，提升企業營運的利潤，來抗衡現今動態的商業競爭環境。
Nowadays with the business environment becoming much more competitive, in order to build a solid partnership with clients, corporations will try to form specific assets to raise clients’ potential costs of switching associates. The purpose of this research is to build a B2B context about specific assets investment sales and to discuss the enterprise voluntary performance behavior.
This research employs the theory of transaction cost economics as fundamental bases to classify specific assets investment into seven major categoriesas following: physical specific asset, human specific asset, idiosyncratic, intangible, psychological identification, loyalty client, and territorial. The research shows specific assets investment has a positive significant impact on loyalty behavior. Besides,this research also test whteher relational benefits have positive effect on specific assets investment, and the result also shows that relational benefits has a positive significant impact on specific assets investment.
Lastly, the context provides corporations with management suggestions and academic implication. |
| Reference: | 中文部分
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2. 黃識銘、余泰魁 (2006)，「關係連結與未來關係互動之研究-關係品質中介效果」，管理與系統，第十三卷第三期，頁265-292。
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| Description: | 碩士
國立政治大學
企業管理研究所
98355035
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098355035 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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