Examining the Determinants of Innovation and Incubation Center Performance from the Perspective of Relationship Marketing

• Main Authors: Sheng-Tsai Yu, 余聲財
• Other Authors: Ying-Chyi Chou
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/02267014584073784223

碩士 === 東海大學 === 管理碩士在職專班 === 97 === Title of Thesis：Examining the Determinants of Innovation and Incubation Center Performance from the Perspective of Relationship Marketing Name of Institute：Executive Master of Business Administration Graduation Time：07/09（MM/YY） Student Name：Sheng-Tsai Yu Advisor Name：Kai-I Huang Ph.D、Ying-Chyi Chou Ph.D Abstract： For the start-up venture, they are easily fail to establish a new career in the beginning, because these ventures usually are weak and lack of resources. They need many resources to raise them growing up to pass early vibration period. Therefore the Innovation and Incubation Center establish an organization to provide laboratory, assistance of usable space, supporting service and technology, finance, marketing, management to start-up venture in the beginning to promote their success rate. Relationship Marketing theory was brought up firstly by Berry in 1983. He indicate the relationship marketing was a strategy to attract customer, maintain and promote the customer relationship in the multiple service organization. After this concept was established, the issue of service marketing was respected gradually. Many scholars apply the concept of Relationship Marketing in the service marketing field to promote service quality, enhance customer satisfaction and fidelity. The purpose of this research is to investigate the operation performance of the Innovation and Incubation Center based on the model of Relationship Marketing. The study objects includes Tunghai University Innovation and Incubation Center and 3 enterprises which are assisted by the Tunghai University Innovation and Incubation Center. After the deep interview and precise case study， we found that the relationship commitment and the trust in the model of Relationship Marketing will gratefully affects the performance of Innovation and Incubation Center and the participating aspiration of the enterprises. In accordance with this research conclusion， we realized that the service and technical capability is not enough to enhance the performance of Innovation and Incubation Center. Innovation and Incubation Center also must establish the relationship commitment and the trust between them and the enterprises. And coordinate the resources among the Innovation and Incubation Center, tutors, consultant and the enterprises in order to promote the operation performance. Keywords: Relationship Marketing、Innovation and Incubation Center.