[1]蔡源成,陈爱娟,蓝家馨,等.台湾中小企业服务品质对行销绩效影响之研究——以市场导向与关系品质为干扰变项[J].武汉职业技术学院学报,2013,(03):21-29.
TSAI,Yuan-Cheng CHEN Ai-chuan LAN Jia-shin TENG Ming-hsien.The Effect of Service Quality on Marketing Performance of SME's-
Using Marketing Orientation and Relationship Quality as the
Moderate[J].Journal of Wuhan Polytechnic,2013,(03):21-29.
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台湾中小企业服务品质对行销绩效影响之研究——以市场导向与关系品质为干扰变项()
《武汉职业技术学院学报》[ISSN:1006-6977/CN:61-1281/TN]
- 卷:
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- 期数:
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2013年03期
- 页码:
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21-29
- 栏目:
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- 出版日期:
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2013-06-30
文章信息/Info
- Title:
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The Effect of Service Quality on Marketing Performance of SME's-
Using Marketing Orientation and Relationship Quality as the
Moderate
- 文章编号:
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1671-931X (2013) 03-0021-09
- 作者:
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蔡源成; 陈爱娟; 蓝家馨; 邓明贤
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侨光科技大学,台湾台中40721
- Author(s):
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TSAI; Yuan-Cheng1 CHEN Ai-chuan2 LAN Jia-shin2 TENG Ming-hsien2
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1.Department of Marketing management, Overseas Chinese University;
2.General Education Center, Overseas Chinese University, Taichung 40721, China
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- 关键词:
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服务品质; 市场导向; 关系品质; 行销绩效
- Keywords:
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service quality; market orientation; relationship quality; marketing performance
- 分类号:
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F274;F276.3
- 文献标志码:
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A
- 摘要:
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以台湾中小企业为研究对象,探讨服务品质对行销绩效之影响,同时也试图厘清市场导向与关系品质在服务品质对行销绩效之影响的干扰效果,并提出企业服务品质、市场导向、关系品质与行销绩效的理论模型。研究发现:服务品质对中小企业行销绩效具显着正向影响;市场导向对中小企业行销绩效具显着正向影响;关系品质对中小企业行销绩效具显着正向影响;市场导向对服务品质与行销绩效具正向干扰效果;关系品质对服务品质与行销绩效具正向干扰效果。最后,根据研究发现提出管理的意涵与未来研究建议。
- Abstract:
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The purpose of this study is to explore the effects of service quality on marketing performance of SME
in Taiwan as well as the intervention of market orientation and relationship quality in it. It puts forward a theoretic
model to explain the relation of the service quality of enterprises, market orientation, relationship quality and marketing
performance. It is found that service quality has a significantly positive impact on the marketing performance of SME;
both market orientation and relationship quality have a positive intervening effect on service quality and marketing per原
formance. Finally, according to the conceptual framework and research findings, this study draws upon some suggestions
for the management policies and academic implications for future research.
备注/Memo
- 备注/Memo:
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收稿日期:2012-11-18
作者简介:蔡源成(1962-),男,台湾云林县人,博士,侨光科技大学行销与流通管理系助理教授,研究方向:电子商务,行销管理。
更新日期/Last Update:
2013-06-30