| Summary: | 碩士 === 銘傳大學 === 國際企業管理研究所 === 90 === The Performance of Administering Relationship Marketing
－A Study of Semiconductor Industry in Hsinchu-Based Industrial Park
Student：Ju-Ying Wang Adviser：Dr. Hung-Chang Chiu
ABRTRACT
Administering relationship marketing to improve competitive advantage is crucial to enterprises. This study explores five major precursor factors that influence the performance of relationship marketing of Semiconductor Industry in Hsinchu-Based Industrial Park. The findings of this research are as follows.
1. Relationship termination costs is the most important factor in five precursors factors of the long-term relationship orientation. The factor of communication can also improve mutual trust between two enterprises.
2. Although companies in Semiconductor Industry in Hsinchu-Based Industrial Park will share and exchange their information, however, their professionalism limits the impact of share on interdependence.
3. Both interdependence and mutual trust have positive impacts on loyalty and inter-organization performance. Furthermore, the impact of mutual trust on loyalty and inter-organization performance is larger than the impact of interdependence.
4. Shared value, communication and opportunistic behavior are important precursor factors to enhance mutual trust.
Keywords：Relationship Marketing、mutual trust、interdependence、Semiconductor Industry、Key Mediating Variables Model
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