从关系品质观点建构行销功能委外之成功模式—以台湾保险业为例.PDFVIP

Vol. 6, No. 6, Dec 2003 WEB JOURNAL OF 從關係品質觀點建構行銷功能委外之成功模式—以台灣保險業為例 Constructing the Marketing Outsourcing Successful Model Based on the Relationship Quality Perspective—An Empirical Study of the Insurance Industry in Taiwan 何雍慶 Yung-Ching HO 曾真真 Jen-Jen TSENG Printed by Vol. 6, No.4, Aug 2003, 中華管理評論 50 從關係品質觀點建構行銷功能委外之成功模式—以台灣保險業為例 Constructing the Marketing Outsourcing Successful Model Based on the Relationship Quality Perspective—An Empirical Study of the Insurance Industry in Taiwan 何雍慶 Yung-Ching HO 中正大學企業管理研究所 Department of Business Administration National Chung Cheng University e-mail:bmaych@.tw 曾真真 Jen-Jen TSENG 環球技術學院金融保險系 Department of Finance and Insurance Transworld Institute of Technology e-mail:tzengjenjen@.tw 摘 要 傳統組織抱持個人主義，獨力經營並與他人競爭，然而今日組織面對不確定性通常會 進行跨組織合作以適應環境變化。雖然組織可藉合作維持或創造持續性競爭優勢，但若合 作關係若缺乏關係品質，則亦會招致失敗。故本研究基於關係品質觀點發展行銷功能委外 之觀念性架構。實際調查台灣保險業行銷功能委外之關係，並以複迴歸分析建構委外成功 之因果模式，研究結果顯示組織間價值觀相似性、關係接觸程度對關係品質呈正向關係； 關係品質、關係接觸程度則為決定關係績效之關鍵性因素。 關鍵字：委外、關係品質、關係績效 Abstract Organizations typically have worked alone, competing with each other and believing in the tradition of individualism and self-reliance. Today, organizations are away from autonomy toward inter-organizational linkage to meet a changing environment. Although