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A study of Relationship Drivers in Business on Relationship Quality and Behavior Intention-Based on Case of Construction Industry
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|摘要:||以往在管理顧問公司之研究大多侷限服務品質、滿意度以及人力資源變數，因此本研究擬從關係行銷的角度分析營造業者對營造管理顧問公司的關係管理，藉以彌補管理顧問公司在學術研究上之不足。本研究以營造業者作為研究對象，以Lacey (2007)關係驅動力模式(relationship drivers model)為主要架構，探討營造公司對營造管理顧問公司之經濟驅動力(經濟價值、轉換成本)、社會驅動力(顧客認知)、資源驅動力(信心利益、特殊待遇利益、企業形象)對信任與承諾之影響，以及承諾與行為意圖之關係。此外，營造顧問師需要與營造公司進行長時間的溝通，以了解顧客企業內的全貌與問題點，針對問題點給予適當的專業建議，因此本研究亦將溝通與專業知識納入研究架構中，以彌補Lacey (2007)模型之不足。同時，本研究亦針對不同的成立時間、資本額、員工人數以及是否曾接受兩間以上機構或顧問之輔導之營造業者分析其企業關係驅動力、信任、承諾與行為意圖之差異。本研究的母體為台灣所有的營造業者，利用親自拜訪的問卷調查法搜集資料。經由結構方程式模式分析研究結果顯示，本研究之整體結構方程模式具良好適合度，且除特殊待遇利益對信任之影響效果不成立外，其餘假設皆成立，且經由迴歸分析可知，承諾對忠誠度與轉移行為具正向顯著性影響。|
In the study of management consultants in the past mostly limited service quality, satisfaction, and human resource variables, so this research from the perspective of relationship marketing construction company on building management customer relationship management in order to make up for the lack of management consultants on the academic study of. Study on the construction industry as a research object, Lacey (2007) driving mode (relationship drivers model) as the main framework discussion on creating a company to create economic driving force of the management consultancy (economic value, conversion costs), Social driving forces (customer awareness, communication), resource-driven (faith benefits, special treatment, corporate identity, expertise ) On the influence of trust and commitment, as well as commitment and relationship between behavioral intention. Through the structure mode analysis of research results, the study of structural equation models with good fitness as a whole, effect and subject to special treatment of interest on trust is not established, a remaining assumptions are set up, and through regression analysis, commitment to loyalty and transition behavior is having a significant impact.
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