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研究生: 陳彥伶
Yen-Ling Chen
論文名稱: 連鎖牙醫持續加盟意願之研究:關係行銷觀點
A Study on Franchising Intention of Dental Clinics in Taiwan: The Marketing Relationship Perspective
指導教授: 周世玉
Chou, Shih-Yu
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 58
中文關鍵詞: 關係品質連鎖牙醫共享價值關係利益
英文關鍵詞: Relationship Quality, Dental Franchising System, Shared Value, Relationship Benefit
論文種類: 學術論文
相關次數: 點閱:183下載:4
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  • 本研究以關係行銷的觀點來探討連鎖牙醫持續加盟意願。台灣在民國84年起實施了全民健康保險大幅地壓縮了診所的獲利空間,以及隨著經濟的發展和國民所得的提升,國人追求更好的醫療品質,促使牙醫診所轉型、增加自費項目以及策略聯盟來提升競爭力。連鎖牙醫體系具有水平與垂直整合的優勢讓加入者可享有規模經濟、品牌的效益、資訊系統、管理機制以及教育訓練等優勢,對加盟主而言加入連鎖牙醫希望可以得到長期穩定的利益,對加盟總部而言希望加盟體系可以持續下去,雙方從連鎖牙醫體系的網絡內得到互惠的利益並且建立共同的理念與遵守規範以提升關係的品質進而使加盟的牙醫診所願意持續加盟。
    本研究架構關係品質的前置變數(共享價值、關係利益),中介變數-關係品質(信任、關係承諾)對依變數(持續加盟意願)的影響。
    研究結果顯示,關係品質對加盟診所持續加盟的意願是正向影響,共享價值與關係利益會提高關係品質進而影響持續加盟意願。

    Since the implementation of the National Health Insurance system in Taiwan in 1995, profit margins of local clinics and hospitals have been largely reduced. And, because of the increasing gross disposal income level due to highly economic development in Taiwan, more and more people care about better quality of medical care. Both factors are driving dental clinics to develop more self-paid service items or engage in a strategic alliance, such as joining a dental franchising system, to be more competitive in the industry. In this study we investigate the dental franchisee’s intention to remain in a franchising system in Taiwan from the relationship marketing perspective.
    A dental franchising system has the advantages of horizontal and vertical industry integrations, which benefit dental franchisees from having economies of scale, group brand effects, flexible information systems, efficient and effective management mechanisms, and trainings in advanced dental techniques. Dental franchisees hope to obtain long-term stable benefits from the membership and the dental franchisor wishes to maintain and grow up the system. From the franchisor’s angle, the increased relationship quality, such as trust, commitment and satisfaction perceived by a franchisee, is able to raise its intention to remain in the system.
    In this study, we propose a model which uses relationship quality to mediate shared value and relationship benefits, and franchising intention. We believe that through shared value between franchisees and the franchisor, and relationship benefits, franchisees will perceive higher level of relationship quality which, in turn, results in higher level of intention to remain in the franchising system. A random sample of local dental clinic franchisees was used to test against the proposed model.

    第一章 續論..................................................1 第一節 研究背景...............................................1 第二節 研究動機...............................................1 第三節 研究目的...............................................3 第二章 文獻回顧與假說..........................................5 第一節 連鎖牙醫體系發展........................................5 第二節 關係品質..............................................13 第三節 關係品質與持續加盟意願 ..................................15 第四節 關係品質的前置因素......................................18 第三章 研究方法..............................................22 第一節 研究架構..............................................22 第二節 研究變數之定義與衡量....................................23 第三節 抽樣.................................................26 第四節 資料分析方法 ..........................................28 第四章 結果與分析 ...........................................29 第一節 敘述性統計分析.........................................29 第二節 信效度分析............................................30 第三節檢定結果分析...........................................33 第五章 結論與建議............................................39 第一節 研究討論與結論.........................................39 第二節 管理意涵..............................................43 第三節 研究限制與未來研究建議..................................44 參考文獻...................................................45 中文文獻...................................................45 英文文獻...................................................46 附錄一問卷..................................................56

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