| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === Recently relationship marketing has become the main stream of academic research. Firms also consider how to establish long-term relationships with partners in the channel. The three types of relational bonds－functional, social and structural bonds－can improve the interaction between cooperative partners. Trust is an important foundation to build up long-term and friendly relationship. This research is aiming to explore some key issues of relational marketing, using the marketing channel of durable goods for an empirical case study. First, we will study relevant literature about enterprise culture, relational bonds, and trust. Second we will develop research hypotheses about the relationships between these variables, and explore their impact to the trust of cooperation.
For the empirical study, we will send questionnaires to the members of mobile phone industry, consumerelectronic industry and computer industry in Taiwan. And then using the methods of data analysis in this research are the tests for reliability and validity, descriptive statistics, regression analysis, LISREL analysis and analysis of variance.
The major findings of this study are as follows:
1.The consumer orientation, the long-term orientation and the external positioning are positively associated with the relational bonds.
2.The consumer orientation and the long-term orientation in the enterprise culture are positively associated with the trust.
3.The functional bonds and the structural bonds of the relational bonds are positively associated with the trust.
The results of this study can be suggested that the firms want to develop long- term partnership in the marketing channel. Then they can improve their trust of cooperation, and develop the win-win situation.
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