| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === The ultimate goal of relationship marketing is to continue to create customer loyalty. Previous research had a lot of work on the impact of client satisfaction on loyalty after transaction. However, the influence of organizational culture on relation bonds, and with the intention of the impact of customer loyalty has little addressed in previous research.
Therefore, the purpose of this study is to examine the impact of organizational culture on three kinds of relation bonds strategy and its relationship on loyalty intention in electronic industry. The organization culture includes collectivism, risk averse, power distance, masculine, and long-term orientation and the relation bonds includes financial bond, social bond, and structural bond. Then, this study based on literature review designs the questionnaire to investigate the relationship among variables and using the SPSS software to analyze the results. The research findings are as follows:
(1)Risk reversion, collectivism, and masculine have a positive and significant effect on financial bond.
(2)Supplier’s Collectivism and long-term orientation have a positive and significant effect on social bond.
(3)Supplier’s collectivism and long-term orientation have a positive and significant effect on structure bond.
(4)Supplier’s social bond and structure bond have a positive and significant effect on client’s loyalty intention.
Finally, according the results, it can help firm to understand the relationship between organization culture and relation bonds and deeply know the critical important role of organization culture in supply chain relationship. Firm needs to effectively establish well organization culture and adopt the appropriate relationship bond to strength client’s loyalty.
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