A Study on Relationship Marketing of Sand and Stone Raw Material Industry in Yilan

• Main Author: 林錫耀
• Other Authors: 李銘章
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/11339194689003704088

碩士 === 佛光大學 === 管理學系 === 100 === There is few papers focus on Taiwan sand and stone raw material industry in academic research. This research explores the relative parameter of relationship marketing in Yilan sand and stone raw material industry to recognize the relationship among the relation benefits , production capacity, communication, trust, cooperation and partnership. The questionnaires are sent to the supply chain samples. The samples include the sand and stone raw material suppliers and their customers who distribute (over Yilan County, New Taipei County, Taipei City, and Keelung). The methodology of this study is Structural Equation Model (LISREL package). In the empirical analysis, we find that relation benefits has a significant impact on trust; communication has a significant impact on trust; production capacity has no significant impact on trust; trust has a significant impact on cooperation and partnership; but, cooperation has no significant impact on partnership. The goodness fit index indicates a good model fit. The conclusion of this research is that relation benefits and communication will increase each other’s trust. The great trust basis is helpful to cooperate and develop a concrete partnership. The supreme final target of relation marketing is to create a win-win partnership which can create business permanent sustaining competitive advantage.