臺灣博碩士論文加值系統

過去研究探討影響推薦意願的前因變數不多，本研究主要針對關係連結及服務行為等變數探討其對於推薦意願的影響，以信任為中介變數，在選擇實證樣本時，以南台灣醫院之醫師、專科護理師與個管師做為研究對象。
本研究共收回 101份有效問卷，利用迴歸分析，研究結果發現，關係連結、信任與服務行為對於推薦意願皆有顯著正向影響，信任在服務行為與推薦意願之間，具中介效果；信任在關係連結與推薦意願之間，具中介效果。根據研究結果，本研究提出相關建議供業者參考。

In the past, few studies have focused on the factors affecting recommendation intention. In this study, it aims to explore the effect of relationship linkage and service behaviors on recommendation intention and trust is set as the mediating variable. Doctors, nurse practitioners and case managers in the south hospitals are the subjects for the empirical study.
A total of 101 valid questionnaires were collected. Using regression analysis, the results shows that relationship linkage, trust, and service behavior have significant and positive impacts on the willingness to recommend. This study confirms that trust mediates the relationship between service behavior and recommendation intention. Trust also mediates the effect of relationship linkage on recommendation intention. Based on the research results, this study proposes relevant recommendations to firms.

目錄
中文摘要 中文摘要------------------------------------------ i

英文摘要 英文摘要------------------------------------------ ii

誌謝 -------------------------------------------------- iii
目錄 -------------------------------------------------------- iv
表目錄 表目錄--------------------------------------------- vi

圖目錄 圖目錄--------------------------------------------- vii

第一章 緒論----------------------------------------------- 1
第一節 研究背景----------------------------------------- 1
第二節 研究動機----------------------------------------- 2
第三節 研究目的----------------------------------------- 6
第三節 研究流程----------------------------------------- 7
第二章 文獻探討------------------------------------------ 8
第一節 推薦意願----------------------------------------- 8
第二節 信任---------------------------------------------- 11
第三節 關係連結----------------------------------------- 16
第四節 服務行為----------------------------------------- 21
第三章 研究方法------------------------------------------ 28
第一節 研究架構----------------------------------------- 28
第二節 研究假設----------------------------------------- 29
第三節 研究變項操作型定義與衡量方式------------------- 30
第四節 問卷設計------------------------------------------ 35
第五節 研究方法------------------------------------------ 35
第四章 研究分析結果-------------------------------------- 37
第五章 結論與建議---------------------------------------- 53
參考文獻 文獻探討------------------------------------------ 65
第一節 中文文獻------------------------------------------- 65
第二節 英文文獻------------------------------------------- 67
表目錄
表 3-1 推薦意願之衡量構面與問項--------------------------30
表 3-2 信任之衡量構面與問項------------------------------ 31
表 3-3 關係連結之衡量構面與問項--------------------------33
表 3-4 服務行為之衡量構面與問項--------------------------34
表 4-1 性別比率分配表-------------------------------------37
表 4-2 職業比率分配表-------------------------------------38
表 4-3 教育程度比率分配表-------------------------------- 39
表 4-4 每月所得比率分配表-------------------------------- 39
表 4-5 服務行為之信度分析表------------------------------ 41
表 4-6 關係連結之信度分析表------------------------------ 42
表 4-7 信任之信度分析表---------------------------------- 43
表 4-8 推薦意願之信度分析表----------------------------- 44
表 4-9 各變數平均數與標準差----------------------------- 45
表 4-10各變數相關分析表---------------------------------- 46
表 4-11 不同職業對各變數之差異分析表--------------------- 48
表 4-12不同所得對各變數之差異分析表--------------------- 49
表 4-13 假設檢驗彙整表-------------------------------- 53
圖目錄
圖 1-1 研究流程圖------------------------------------------07
圖 3-1 研究架構圖------------------------------------------28
圖 4-1 關係連結對推薦意願的影響（Model 4信任的中介分析）-- 50
圖 4-2 服務行為對推薦意願的影響（Model 4信任的中介分析）-- 51

參考文獻
第一節 中文部分
1.王又鵬, 陳怡如, & 曾雍欽. (2003). 信任量表發展之研究, 行政院國家科學委員會專題研究計畫. NSC91-2416-H-158-001.
2.周泰華, 黃俊英, & 郭德賓. (1999). 服務品質與顧客滿意評量模式之比較研究. 輔仁管理評論, 第六卷第一期, 37-68.
3.林麗娟. (2012). 會計事務所與客戶之關係連結對口碑推薦之影響-關係品質的中介歷程. 臺中科技大學會計資訊系會計與財稅碩士班學位論文, 1-55.
4.施清仁(1999)。 資訊產業通路成員間關係經營、連結型式與品質知覺間關係之研究。中山大學企業管理研究所碩士論文，未出版，高雄市。
5.陶蓓麗, 廖則竣, & 林政道. (2004). 網際網路顧客關係之實証研究. 資訊管理學報, 11(1), 167-194.
6.陳婉如（2011）。財富管理人員之服務行為對服務滿意影響之研究。國立高雄應用科技大學，高雄市。
7.張鉯崴，賴文仁，張志弘(2013)。台灣燈會遊客對地區觀光意象，遊覽滿意度與口碑推薦意願之研究-以 2013 年新竹縣為例，運動休閒餐旅研究，8(4), 106-130。
8.楊熾益. (2008). 關係連結, 信任與顧客忠誠度之關聯性研究-以某固網電信業者為例. 中原大學企業管理研究所學位論文, 1-67.
9.趙子文, 方世榮, & 張文賢. (2012). 內部市場導向, 內部顧客態度對角色服務行為之影響. 顧客滿意學刊, 8(1), 115-143.
10.劉麟書(2001) 人際信任整合模型之研究。未出版碩士論文，銘傳大學，台北市。
11.羅淑萍（2018）。企業聲譽、服務行為對再購意願之影響-以信任中介。國立高雄應用科技大學，高雄市。
12.蘇秋君，鄭欽龍，陳瑩達，林麗貞(2011)。遊憩體驗，滿意度與行為意圖之研究─ 以下坪植物園遊客為例. 中華林學季刊, 44(1), 73-86.







第二節 英文部分
1.Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of marketing research, 18-34.
2.Arndt, J. (1967). Role of product-related conversations in the diffusion of a new. product. Journal of marketing Research, 291-295.
3.Azzolini, M., & Shillaber, J. (1993). INTERNAL SERVICE QUALITY-WINNING FROM THE INSIDE-OUT. Quality Progress, 26(11), 75-78.
4.Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
5.Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141.
6.Barlow, J., & Maul, D. (2000). Emotional value: Creating strong bonds with your customers. Berrett-Koehler Publishers.
7.Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers. Journal of retailing, 73(1), 15-37.
8.Bettencourt, L. A., & Brown, S. W. (1997). Contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. Journal of retailing, 73(1), 39-61.
9.Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
10.Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.
11.Berry, L. L., & Parasuraman, A. (2004). Marketing services: Competing through quality. Simon and Schuster.
12.Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
13.Blau, G. (1994). Testing the effect of level and importance of pay referents on pay level satisfaction. Human relations, 47(10), 1251-1268.
14.Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
15.Borucki, C. C., & Burke, M. J. (1999). An examination of service‐related antecedents to retail store performance. Journal of organizational Behavior, 20(6), 943-962.
16.Brief, A. P., & Motowidlo, S. J. (1986). Prosocial organizational behaviors. Academy of management Review, 11(4), 710-725.
17.Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
18.Chiou, J. S., Droge, C., & Hanvanich, S. (2002). Does customer knowledge affect how loyalty is formed?. Journal of Service Research, 5(2), 113-124.
19.Chen, J. (2004). Service product design. Young Intellectual Culture, Taipei.
20.Day, G. S. and R. Wensley (1988). Assessing Advantage：A Framework for Diagnostic Competitive Superiority. Journal of Marketing, 58(4), 31-44.
21.Day, H. I. (1971). The measurement of specific curiosity. In H. I. Day, D. E. Berlyne, and D. E. Hunt (Eds.), Intrinsic Motivation: A New Direction in Education (pp. 99-112).
22.Dimitriades, Z. S. (2007). The influence of service climate and job involvement on customer-oriented organizational citizenship behavior in Greek service organizations: a survey. Employee Relations, 29(5), 469-491.
23.Donavan, D. T., & Hocutt, M. A. (2001). Customer evaluation of service employee's customer orientation: extension and application. Journal of quality management, 6(2), 293-306.
24.Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. the Journal of Marketing, 35-51.
25.Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of marketing, 11-27.
26.Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing word of mouth communication: empirical evidence from India. International Journal of Bank Marketing, 18(2), 75-83.
27.Egan, J. (2004). The Egan review: skills for sustainable communities.
28.Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23(5), 439-452.
29.Frazer Winsted, K. (2000). Service behaviors that lead to satisfied customers. European Journal of Marketing, 34(3/4), 399-417.
30.Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. the Journal of Marketing, 1-19.
31.Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. the Journal of Marketing, 70-87.
32.George, J. M. (1991). State or trait: Effects of positive mood on prosocial behaviors at work. Journal of applied Psychology, 76(2), 299.
33.Gheorghe, I. (2012). Word-of-Mouth communication: a theoretical review. Маркетинг і менеджмент інновацій, (1), 132-139.
34.Gracia, E., Cifre, E., & Grau, R. (2010). Service quality: The key role of service climate and service behavior of boundary employee units. Group & Organization Management, 35(3), 276-298.
35.Guo, G., & Zhou, X. (2013). Research on organizational citizenship behavior, trust and customer citizenship behavior. International Journal of Business and Management, 8(16), 86.
36.Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114.
37.Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
38.Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard business review, 72(2), 164-174.
39.Hoffman, K. D., & Kelley, S. W. (1994). The influence of service provider mood states on prosocial behaviors and service quality assessments.
40.Johnson, M. D., & Selnes, F. (2004). Customer portfolio management: Toward a dynamic theory of exchange relationships. Journal of Marketing, 68(2), 1-17.
41.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business research, 58(4), 500-507.
42.Kalyanpur, A., Hendler, J., Parsia, B., & Golbeck, J. (2006). SMORE-semantic markup, ontology, and RDF editor. MARYLAND UNIV COLLEGE PARK DEPT OF COMPUTER SCIENCE.Karatepe, O. M., Yavas, U., & Babakus, E. (2007). The effects of customer orientation and job
43.resources on frontline employees' job outcomes. Services Marketing Quarterly, 29(1), 61-79.
44.Katz, D.（1964）. The motivational basis oforganizational behavior.Behavioral Science, 9, 131-146.
45.Kelly, S. W., & Hoffman, K. D. (1997). An investigation of positive affect, prosocial behaviors and service quality. Journal of Retailing, 73(3), 407.
46.Kim, H. J., Tavitiyaman, P., & Kim, W. G. (2009). The effect of management commitment to service on employee service behaviors: The mediating role of job satisfaction. Journal of Hospitality & Tourism Research, 33(3), 369-390.
47.Lewis, J. D., & Weigert, A. (1985). Trust as a social reality. Social forces, 63(4), 967-985.
48.Liljander, V., & Mattsson, J. (2002). Impact of customer preconsumption mood on the evaluation of employee behavior in service encounters. Psychology & Marketing, 19(10), 837-860.
49.Lin, N. P., Weng, J. C., & Hsieh, Y. C. (2003). Relational bonds and customer's trust and commitment-A study on the moderating effects of web site usage. Service Industries Journal, 23(3), 103-124.
50.MacKenzie, S. B., Podsakoff, P. M., & Fetter, R. (1993). The impact of organizational citizenship behavior on evaluations of salesperson performance. The Journal of Marketing, 70-80.
51.Massa, P., & Avesani, P. (2005, July). Controversial users demand local trust metrics: An experimental study on epinions. com community. In AAAI (pp. 121-126).
52.Massa, P., & Bhattacharjee, B. (2004, March). Using trust in recommender systems: an experimental analysis. In International Conference on Trust Management (pp. 221-235). Springer, Berlin, Heidelberg.
53.Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
54.McAllister, D. J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of management journal, 38(1), 24-59.
55.Mohr, J. & R. Spekman, (1994). Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152.
56.Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.
57.Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
58.Mowday, R. T., Porter, L. W., & Steers, R. (1982). Organizational linkage: the psychology of commitment, absenteeism and turnover. Organizational and Occupational Psychology, 10(3), 2008.
59.Morrison, E. W. (1996). Organizational citizenship behavior as a critical link between HRM practices and service quality. Human resource management, 35(4), 493-512.
60.Murray, K. B. (1991). A test of services marketing theory: consumer information acquisition activities. The journal of marketing, 10-25.
61.Murphy, D. (1997). Money where your mouth is. Marketing, October, 35-36.
62.Noordewier, T. G., John, G., & Nevin, J. R. (1990). Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships. the Journal of Marketing, 80-93.
63.Organ, D. W. (1988). A restatement of the satisfaction-performance hypothesis. Journal of management, 14(4), 547-557.
64.Organ, D. W. (1990). The Motivational basis of Organizational Citizenship Behavior in Staw. BM and.
65.Papadopoulou, P., Andreou, A., Kanellis, P., & Martakos, D. (2001). Trust and relationship building in electronic commerce. Internet research, 11(4), 322-332.
66.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
67.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
68.Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1990). An empirical examination of relationships in an extended service quality model. na.
69.Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
70.Peltier, J. W., & Westfall, J. (2000). Dissecting the HMO-benefits managers relationship: what to measure and why. Marketing Health Services, 20(2).
71.Pitsilis, G., & Marshall, L. F. (2004). A model of trust derivation from evidence for use in recommendation systems. University of Newcastle upon Tyne, Computing Science.
72.Puffer, S. M. (1987). Prosocial behavior, noncompliant behavior, and work performance among commission salespeople. Journal of applied psychology, 72(4), 615.
73.Price, L., Arnould, E. and Tierney, P. （1999）. Going to extremes: managing.
74.Prus, A., & Brandt, D. R. (1995). Understanding your customers. Marketing tools, 10-13.
75.Ranaweera, C., & Prabhu, J. (2003). The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International journal of service industry management, 14(4), 374-395.
76.Rempel, J. K., Holmes, J. G., & Zanna, M. P. (1985). Trust in close relationships. Journal of personality and social psychology, 49(1), 95.
77.Ring, P. S., & Van de Ven, A. H. (1992). Structuring cooperative relationships between organizations. Strategic management journal, 13(7), 483-498.
78.Seabright, M. A., Levinthal, D. A., & Fichman, M. (1992). Role of individual attachments in the dissolution of interorganizational relationships. Academy of Management Journal, 35(1), 122-160.
79.Shapiro, D. L., Sheppard, B. H., & Cheraskin, L. (1992). Business on a handshake. Negotiation journal, 8(4), 365-377.
80.Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999-1015.
81.Sinha, R. R., & Swearingen, K. (2001, June). Comparing recommendations made by online systems and friends. In DELOS workshop: personalisation and recommender systems in digital libraries (Vol. 106).
82.Smith, B. (1998). Buyer‐seller relationships: bonds, relationship management, and sex‐type. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 15(1), 76-92.
83.Somech, A., & Drach-Zahavy, A. (2000). Understanding extra-role behavior in schools: The relationships between job satisfaction, sense of efficacy, and teachers’ extra-role behavior. Teaching and Teacher Education, 16(5-6), 649-659.
84.Tsaur, S. H., Chang, H. M., & Wu, C. S. (2004). Promoting service quality with employee empowerment in tourist hotels: The role of service behavior. Asia Pacific Management Review, 9(3), 435-461.
85.Turner, D. L., Curtis, G. H., Berry, F. A. F., & Jack, R. N. (1970). Age relationship between the Pinnacles and Parkfield felsites and felsite clasts in the southern Temblor Range, California—Implications for San Andreas fault displacement: Geol. 66th Ann. Mtg, 2, 154-155.
86.Walter, A., Mueller, T. A., & Helfert, G. (2000, September). The impact of satisfaction, trust, and relationship value on commitment: Theoretical considerations and empirical results. In IMP Conference Proceedings (pp. 07-09). United Kingdom: Bath.
87.Williams, J. D., Han, S. L., & Qualls, W. J. (1998). A conceptual model and study of cross-cultural business relationships. Journal of Business Research, 42(2), 135-143.
88.Williams, L. J., & Anderson, S. E. (1991). Job satisfaction and organizational commitment as predictors of organizational citizenship and in-role behaviors. Journal of management, 17(3), 601-617.
89.Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the academy of marketing science, 23(4), 335-345.
90.Yavas, U., Karatepe, O. M., Avci, T., & Tekinkus, M. (2003). Antecedents and outcomes of service recovery performance: an empirical study of frontline employees in Turkish banks. International Journal of Bank Marketing, 21(5), 255-265.