| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 95 === The main objective of this study is to research the antecedent cause and effect of influence from three commitments between Farmers’ Association customer and its Association. This research adopts the purposive sampling method to sample and acquires 290 valid questionnaires by personal interviews. The results indicate that the proposed model is valid and there is a highly explaining power for normative commitment, affective commitment, continuance commitment, and switching intention constructs. Satisfaction and trust positively and significantly affect affective commitment. Alternative attractiveness negatively and significantly affects continuance commitment. Affective commitment positively and significantly affects normative commitment. Affective commitment and normative commitment negatively and significantly affect switching intention.
Finally, the results of this study propose managing significance. First, the Association should hold the members’ trust to promote affective commitment and reduce switching intention. Second, it is highly recommended that the Association cooperates with research institution to find out the unsatisfied part. Third, the interviewees think that the competitors have the better service, therefore, the Association should emphasize on keeping upgrading their service. Fourth, the results suggest that the personnel at the basic level should be encouraged to pursue further education or receive a training to enrich their professional knowledge. Fifth, the place of business should be kept bright, neat and clean.
There are some restrictions. First, the research design does not include all the antecedent causes of relationship commitment, so the future studies can use different antecedent causes on their research. Second, the references cited in this study are translated from other language, so that it has possible cultural discrepancy. Third, the future studies can use more conscientious analyzing tools to get more accurate results.
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