| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 96 === Recent years, the concept of relationship marketing has been gradually recognized by different industries, such as service industry, financial industry, or manufacturing industry, they are now focusing their marketing strategy on relationship marketing. According to Philip Kolter (2000), he indicated that “when an enterprise losses a customer, it is not only losing a sales transaction; furthermore, it also means the enterprise losses its future profit derived from this customer’s lifetime consumption and the cost of attracting new customers for replacement.” However, due to intense market competition, products and services provided by every suppliers are tending diversity and complication, plus consumers now have higher standard in requests, how marketing staffs can effectively execute a marketing strategy in order to obtain customers’ recognition and continuous order placing, at the same time establish suppliers and customers’ long-term partnership, has become a very important task, which is also the reason why “Relationship Marketing” is strongly regarded by marketing staffs.
Relationship marketing leads marketing strategy development. The importance of marketing strategy is how to establish a good relationship and continue to maintain it; therefore, majority of strategies are using relationship marketing as a tool to accomplish it, and hoping to have a long-term partnership with customers to reach the goal of business profit. In the past, related studies of relationship marketing mainly focused on discussing its degree of direct relationship of relationship marketing or relationship quality with customer loyalty, less any study or research on the integration of manufacturing industry’s supplier performance, relationship quality, and partnership. Hence, this research employed practical distribution of questionnaires to demonstrate the impact of supplier performance, relationship quality and partnership.
The structure of this research will perform the study on elements which affect relationship quality and partnership from the perspective of supplier performance (quality, service, price, innovation). Also there were questionnaires distributed to alumni of Class of International Trade Institute of Taiwan External Trade Development Council via web survey as convenience sampling. Out of total 350 questionnaires, 216 were valid. Descriptive statistics, reliability analysis, validity analysis, regression analysis, and LISREL linear structural model path analysis were adopted for data analysis. Analysis summarized as follows:
1. Perception of supplier performance (quality, service, price, innovation) possesses partial impact to essential factors (satisfaction) of relationship quality.
2. Perception of supplier performance (quality, service, price, innovation) possesses partial impact to essential factors (trust) of relationship quality.
3. Perception of supplier performance (quality, service, price, innovation) possesses partial impact to essential factors (commitment) of relationship quality.
4. Essential factor of relationship quality-“satisfaction” has positive influence versus “trust”.
5. Essential factors of relationship quality-“satisfaction, trust” have positive influence versus “commitment”.
6. Essential factors of relationship quality-“customer satisfaction, trust, and commitment” possess partial impact to partnership. Per sampling character, age is the controlled variable.
Regarding the purport of management practices, according to study, it is shown that the structure through the perception of supplier performance (quality, service, price, innovation) and relationship quality (satisfaction, trust, and commitment) to operation (partnership) could be a standard model for suppliers’ reference in managing customer relationship, and “commitment” become the most important factor for establishing “partnership” with customers. Be able to obtain commitments from customers is essential to building long term partnership; if suppliers could earn these commitments from customers and well maintain them, it would be very helpful to secure a positive long-term partnership, rather than devoting most of the resources on competitive pricing strategy. On the other hand, if an industry is aiming its ultimate goal at acquiring customers’ commitment, “innovation” will then become a major key component. If suppliers can keep up with “innovation”, it will stimulate customers’ commitment inclining to a long-term and stable commitment, as well as customers are willing to develop good relationship with their suppliers, certainly strengthen the recognition to this partnership with suppliers and create utmost business profit. To conclude the study, to become a partnership with customer is like to draw a perfect arts, the first step is to earn the customer’s willingness by supplier’s performance, the second step is to earn the customer’s respect by relationship quality. Good Luck for having a partnership with customer.
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