研究生: |
陳彥伶 Yen-Ling Chen |
---|---|
論文名稱: |
連鎖牙醫持續加盟意願之研究:關係行銷觀點 A Study on Franchising Intention of Dental Clinics in Taiwan: The Marketing Relationship Perspective |
指導教授: |
周世玉
Chou, Shih-Yu |
學位類別: |
碩士 Master |
系所名稱: |
全球經營與策略研究所 Graduate Institute of Global Business and Strategy |
論文出版年: | 2012 |
畢業學年度: | 100 |
語文別: | 中文 |
論文頁數: | 58 |
中文關鍵詞: | 關係品質 、連鎖牙醫 、共享價值 、關係利益 |
英文關鍵詞: | Relationship Quality, Dental Franchising System, Shared Value, Relationship Benefit |
論文種類: | 學術論文 |
相關次數: | 點閱:181 下載:4 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
本研究以關係行銷的觀點來探討連鎖牙醫持續加盟意願。台灣在民國84年起實施了全民健康保險大幅地壓縮了診所的獲利空間,以及隨著經濟的發展和國民所得的提升,國人追求更好的醫療品質,促使牙醫診所轉型、增加自費項目以及策略聯盟來提升競爭力。連鎖牙醫體系具有水平與垂直整合的優勢讓加入者可享有規模經濟、品牌的效益、資訊系統、管理機制以及教育訓練等優勢,對加盟主而言加入連鎖牙醫希望可以得到長期穩定的利益,對加盟總部而言希望加盟體系可以持續下去,雙方從連鎖牙醫體系的網絡內得到互惠的利益並且建立共同的理念與遵守規範以提升關係的品質進而使加盟的牙醫診所願意持續加盟。
本研究架構關係品質的前置變數(共享價值、關係利益),中介變數-關係品質(信任、關係承諾)對依變數(持續加盟意願)的影響。
研究結果顯示,關係品質對加盟診所持續加盟的意願是正向影響,共享價值與關係利益會提高關係品質進而影響持續加盟意願。
Since the implementation of the National Health Insurance system in Taiwan in 1995, profit margins of local clinics and hospitals have been largely reduced. And, because of the increasing gross disposal income level due to highly economic development in Taiwan, more and more people care about better quality of medical care. Both factors are driving dental clinics to develop more self-paid service items or engage in a strategic alliance, such as joining a dental franchising system, to be more competitive in the industry. In this study we investigate the dental franchisee’s intention to remain in a franchising system in Taiwan from the relationship marketing perspective.
A dental franchising system has the advantages of horizontal and vertical industry integrations, which benefit dental franchisees from having economies of scale, group brand effects, flexible information systems, efficient and effective management mechanisms, and trainings in advanced dental techniques. Dental franchisees hope to obtain long-term stable benefits from the membership and the dental franchisor wishes to maintain and grow up the system. From the franchisor’s angle, the increased relationship quality, such as trust, commitment and satisfaction perceived by a franchisee, is able to raise its intention to remain in the system.
In this study, we propose a model which uses relationship quality to mediate shared value and relationship benefits, and franchising intention. We believe that through shared value between franchisees and the franchisor, and relationship benefits, franchisees will perceive higher level of relationship quality which, in turn, results in higher level of intention to remain in the franchising system. A random sample of local dental clinic franchisees was used to test against the proposed model.
中文文獻
王建仁(2004)。牙醫診所經營績效之探討。國立成功大學企業管理學系(EMBA)專班碩士論文。
朱玉如(2000)。牙醫師與牙科病患對醫療品質的感受與滿意度的探討。國立陽明大學公共衛生研究所碩士論文。
林震岩(2007)。多變量分析:SPSS的操作與應用。台北:智勝。
邱皓政(2010)。量化研究與統計分析: SPSS(PASW)資料分析範例解析。台北:五南。
洪清麟(2009)。牙醫診所顧客經營與關係行銷管理-以台中市牙醫診所為例。逢甲大學經營管理研究所碩士論文。
陳文哲(2003)。醫療產業單科醫療連鎖經營之探討-以牙科經營為例。臺中健康暨管理學院經營管理研究所碩士論文。
陳銘助(2006)。臺灣牙醫發展史之研究。臺北醫學大學牙醫學系。
曾煥井(2009)。牙醫醫療產業加盟連鎖營運之競爭策略研究-以D牙醫集團為例。輔仁大學管理學研究所碩士論文。
劉德明、陳操斐(2009)。牙醫產業連鎖化經營策略之研究—兼論德邑與國維的營運模式。證券櫃檯,139,72-90。
英文文獻
Achrol, R. S. (1991).Evolution of the marketing organizaiton: new forms for turbulent environments.Journal Of Marketing, 55(4), 77-93.
Anderson, E., & Weitz, B. (1992).The use of pledges to build and sustain commitment in distribution
channels.Journal Of Marketing, 29, 18-34.
Anderson, E. W., Fornell, C., & Lehmann, D. R.(1994).Customer satisfaction,market share and profitability: Findings from sweden.Journal Of Marketing, 58(3), 53-66.
Anderson, E. W., & Sullivan, M. W. (1993).The Antecedents andconsequences of customer satisfaction for firms.Marketing Science,12(2),125-143.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103, 411-423.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manafacturer firm working partnerships. Journal of marketing, 54,42-58.
Axelrod, R. (1986).An evolutionary approach to norms. American political Science Review, 80, 1095-1111.
Bejou, D., Wray, B.,& Ingram, T. N. (1996a). Determinants of relationship quality: an artifical neural network analysis. Journal Of Business Research,36, 137-143.
Bejou, D., Wray, B., & Ingram, T. N. (1996b). Determinants of relationship quality: an artificial neural networks analysis.Journal Of Businessresearch, 36(2), 137–143.
Belsley, D. A. (1991). Conditioning diagnostice: collinearity and weak data in regression. New York: John Wiley.
Belsely, D. A., Kuh, E., & Welsch, R. E. (1980). Regression diagnostics: identifying influential data and sources of collinearity. New York: John Wiley.
Bendor, J., & Dilip, M. (1990). Norms, third-party sanctions, and cooperation.Journal Of Law Economics & Organization, 6(1),33-63.
Berry, L. L., & Parasuraman, A. (1991). Marketing service:competing through quality. New York: The Free Press.
Bolton, R. N. (1998). A dynamic model of the duration of the customer's relationship with a continuous service provider: the role of satisfaction.Marketing Science,17(1), 45-65.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers' usage of services: usage as an antecedent and consequence of satisfaction.Journal Of Marketing, 36(2), 171-186.
Buttle, F. B. (1996).Relationship marketing theory and practice,London:Paul Chapman.
Buttle, F. B. (1997). Exploring relationshp quality, paper presented at the Academy of marketing conference, Manchester, UK.Caceres, R. C.,&Paparoidamis, N. G. (2005). Service quality, relationship satisfaction, trust, commitment and business-to-businessloyalty. Europeanjournal Of Marketing, 41, 836-867.
Chiou, J.-s., Hsieh, C.-H., & Yang, C.-H. (2004). The effect of franchisors'communication, service assistance, and competitive advantage on franchisees' intentions to remain in the franchise system. Journal Of Small Business Management, 42(1),19-36.
Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship marketing,London: Butterworth Heinemann
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: Areexamination and extension. Journal Of Marketing, 56(3), 55-68.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling:An Interpersonal Influence Perspective. Journal Of Marketing, 54(3), 68-91.
Cunningham, M. T., & Turnbull, P. W. (1982). Interorganizational personalcontact patterns:in Håkansson, H. (Ed.), International marketing andpurchasing of industrial goods, John Wiley & Sons,Chichester,pp. 304-15.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal Of Marketing, 61, 35-51.
Dorsch, M. J., Swanson, S. R., & Kelley, S. W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal Of The Academy Of Marketing science,26(2), 128-142.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships.Journal Of Marketing, 51, 11-27.
Emerson, R. M. (1962). Power-dependence relations. American Sociologicalreview,27, 31-41.
Farrell, D. & C. Rusbult. (1981). Exchange variables as predictors of job satisfaction, job commitment, and turnover: The impact of rewards, costs, alternatives, and investments, Organizational Behavior and Human Performance, 28, 78-95.
Fehr, Beverley. (1988). Prototype analysis of the concepts of love and commitment. Journal Of Personality and Social Psychology, 55(4), 557-579.
Ford, D. (1997). Introduction: the interaction approach: in Ford, D. (Ed.). Understanding business markets: Interaction,relationships and networks, Dryden, London.
Fornell, C., & Larcker, D.F. (1981). Evaluating structrual equation models with unobserved variables and measurement error. Journal Of Marketing Research, 18, 39-50.
Frenzen, J. K., & Davis, H. L. (1990). Purchasing behavior in embedded markets. Journal Of Consumer Research,17(1), 1-12.
FullertonGordon(2003). When does commitment lead to loyalty? Journal Of Service Research, 5(4), 333-344.
Ganesan, S. (1994).Determinants of long-term orientation in buyer-seller Relationships. Journal Of Marketing, 58, 1-19.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal Of Marketing, 63,70-87.
Geyskens, I., & Steenkamp, J.-B. E. M. (1995). An investigation into the joint effects of trust and interdependence on relationship commitment. Proceedings of the 24th annual conference of the european marketing academy, 351-371.
Geyskens, I., Steenkamp, J.-B. E. M., Scheer, L. K., & Kumar, N. (1996).The effects of trust and interdependence on relationship commitment: A trans-atlantic study. International Jurnal Of Reasearch In Marketing, 13, 303-320.
Gibbs, J. P. (1981). Norms, Deviance, and social control: Conceptual matters, New York: Elsevier.
Grönroos, C. (1994). From marketing mix to relationship market: towards a paradigm shift in marketing. Management Decisions, 32(2), 4-20.
Granovetter, M. (1992). Problems of explanation in economic sociology: in Nohria, N. and Eccles, R.G. (Eds), networks and organizations: Structure, form and action, Harvard Business Press, Boston, MA, pp.25-56.
Gummesson, E. (2002). Total relationshp marketing: Marketing management, relationship strategy and CRM approaches for the network economy,2nd ed.,Butterworth-Heinemann, Oxford.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal Of The Academy Of Marketing Science, 26, 101-114.
Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis(6th ed.). Upper saddle river, NJ: prentice-hall.
Håkansson, H., & Snehota, I. J. (2000). The IMP perspective: assets and liabilities of business relationships: ,in Sheth, J.N. and Parvatiyar, A. (Eds), Handbook of relationship marketing, Sage Publications, Thousand Oaks, CA, pp. 69-94.
Heide, J. B., & Jonh, G. (1992). Do norms matter in marketing relationships?Journal Of Marketing, 56(2), 32-44.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes. Journal of Service Research,4(3), 230-247.
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development. Psychology and Marketin, 14(18), 737-765.
Hulland, J. (1999). Use of partial least squares(PLS) in strategic management research: a review of four recent studies. Strateg Manage J, 2(20), 195-204.
Hrebiniak, L. G. (1974). Effects of job level and participation on employee attitudes and perceptions of influence. Academy of Management Journal ,17, 649-662.
Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overallsatisfaction: an empirical analysis. Journal of Services Marketing, 14(2), 147-159.
Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer expectations for service recovery. Journal of The Academy of Marketing Science, 22, 52-61.
Kumar, N., Scheer, L. K., &Steenkamp, J.-B. E. M. (1995). The effects of supplier fairness on vulnerable resellers.Journal of Marketing Research,32, 54-65.
Lagesa, C., Lagesb, C. R., & Lagesc, L. F. (2005). The RELQUAL scale: a
measure of relationship quality in export market ventures. Journal of Business Research, 58, 1040– 1048.
Lyons, T. F., Krachenberg, A. R., & Henke, J. W. (1990). Mixed motive marriages: wha's next for buyer-supplier relations.Sloan Management Review, 31, 29-36.
Macneil, I. R. (1980).The new social contract. New Haven. CT: Yale University Press.
McCall, G. J., & Simmons, J. L. (1966). Identities and interactions. New York: The Free Press.
Miettilä, A., & Möller, K. (1990). Interaction perspective into professional business services: A conceptual Analysis. Research Developments in International Industrial Marketing and Purchasing.
Moch, M., & Seashore, S. E. (1981). How Norms affect behaviors in and of Corporations. In Handbook of organizational design,Vol.1,P.C. Nystrom and W. H. Starbuck, eds. New York: Oxford university press.
Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: partnership attributes, communication behavior and conflict resolution techniques. Strategic Management Journal 15, 135-152.
Molina, A., Martin-Consuegra, D., & Esteban, A. (2007). Relational benefits and customer satisfaction in retail banking. International Journal of Bank Marketing, 25(4), 253-271.
Morgan Robert M. & Hunt Shelby D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizaitons. Journal of Marketing, 29(August), 20-38.
Morrison, K. A. (1997). How franchise job satisfaction and personality affects performance, organizaitonal commitment, franchisor relations, and intention to remain. Journal of Small Business Management, 35(3), 39-67.
Naudé, P., & Buttle, F. (2000). Assessing relationship quality. Industrial Marketing Management, 29, 351-361.
Neal, WD. (1999). Satisfaction is Nice, But Value Drives Loyalty.Marketing Research, 11(1), 21-23.
Oliver, R. L. (1997). Satisfaction: A Behavioural perspective on the consumer. New York McGraw Hill.
Palmatier, R., Dant, R., Grewal, D., & Evans, K. (2006). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, 70(4), 136-1153.
Palmer, A., & Bejou, D. (1995). The effects of gender on the development of relationships between clients and financial advisers. International Journal of Bank Marketing, 13(3), 18 - 27.
Parasuraman, A., & Berry, L. L. (1994).Reassessment of expectations as a comparison standard in measuring service quality:Implications for further Research.Journal Of Marketing, 58(1 ), 111-124.
Pruitt, D. G. (1991).Negotiation behavior. New York: Academic Press.
Porter, L.W., & Steers, R.M., Mowday, R.T., & Boulion, P.V. (1974).Organization commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5),603-609.
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60, 21-31.
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32.
Shapiro, S. P. (1987). The social control of impersonal trust. American Journal of Sociology, 93, 623-658.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418.
Sheth, J. N., & Sharma, A. (1997). Supplier relationships: emerging issues and Challenges. Industrial Marketing Management, 26(2), 91-100.
Sheth, J. N., & Sisodia, R. S. (1999). Revisiting marketing's lawlike generalizations. Journal of The Academy of Marketing Sciences, 17(1), 71-87.
Stinchcombe, A. L. (1986). Norms of exchange: in Stratification and organization: Selected papers, A. L. stinchcombe, ed. Cambridge,UK: Cambridge university press.
Storbacka, K., Strandvik, T., &Grönroos, C. (1994). Managing customer relations for profit: the dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21 - 38.
Sweeney, J. C., & Webb, D. A. (2007). How functional, psychological, and social relationship benefits influence individual and firm commitment to the relationship. Journal of Business and Industrial Marketing, 22(7), 474-488.
Tax, S. S., Brown, S. W.,& Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing.Journal of Marketing, 62, 60-76.
Thibaut, J. W., & Kelley, H. H. (1959). The social psychology of groups. New York: Wiley.
Turnbull, P. W., Ford, D., & Cunningham, M. T. (1996). Interaction, relationships and networks in business markets: an evolving perspective. Journal of Business and Industrial Marketing, 11, 44-62.
Walter, A., Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Mrketing Management, 32(2), 159–169.
Webster, F. E. (1991). Industrial Marketing Strategy. 3rd ed New York: John wiley & Sons, Inc.
Westbrook, R. A. (1981). Sources of customer satisfaction with retail outlets.Journal of Retailing, 57(3), 68-85.
Wilson, D. T. (2000). An integrated model of buyer-seller relationships' in Sheth, J.N. and parvatiyar, A. (eds). Handbook of Relationship Marketing . Thousand oaks CA: Sage 245-270.
Wulf, K. D., Odekerken-Schröder, G., & Lacobucci, D. (2001). Investments in consumer relationships: a cross-country and cross-industry exploration.Journal of Marketing, 65(4), 33-50.
ZeithamI, V., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality”, Journal of Marketing, 60(2), 31-46.