98年第1學期-4670 關係行銷 課程資訊

評分方式

評分項目	配分比例	說明
期中考	30
期末考	30
平時成績	40

教育目標

Course Objectives 1. To become aware of a broad range of relationship marketing topics. 2. To gain a deep understanding of selected relationship marketing topics. 3. To familiarize the students with the existing relationship marketing literature. 4. To acquaint students with various research issues and approaches to research in relationship marketing.

課程概述

The course is to give students an insight into relationship marketing theory and practical applications. The students will gain basic understanding of customer relationship and the importance of its role in the modern marketing fields.

基本資料

選修課，學分數：3-0
上課時間：一/2,3,4[M611]
修課班級：國貿碩1,2
修課年級：年級以上
選課備註：

參考書目

Textbook:
1. John Egan, Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall; (方世榮譯，五南圖書)

Paper:
1. Berry, L. L. (1995). Relationship Marketing of Services--Growing Interest, Emerging Perspectives,Journal of the Academy of Marketing Science, 23 (4), 236-245.
2. Doney, P. M. and Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, 61 (2), 35-51.
3. Storbacka, K., Strandvik, T., and Grönroos, C. (1994). Managing customer relationships for profit: the dynamics of relationship quality, International Journal of Service Industry Management, 5 (5), 21-38.
4.Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E. (2000). Switching barriers and repurchase intention in service, Journal of Retailing, 76(2), 259-274.
5.Dick, A. and Basu, K. (1994). Customer loyalty: toward an intergrated conceptual framework, Journal of Academy of Marketing Science, 22 (2), 99-113.
6. Coulter, K. S. and Coulter, R. A. (2003). The effects of industry knowledge on the development of trust in service relationships, International Journal of Research in Marketing, 20(1), 31–43.
7.丁學勤 (2008)，零售商的特殊投資對供應商的投機主義之雙元效果：干擾變數的探討，管理學報，第25卷第1期，109-131。
8. 嚴秀茹、李有仁、蕭丞傑、李國書(2006)，顧客關係利益之階層探析:方法目的鏈之應用 管理評論，第25卷第1期，95-119。
9.凌儀玲(2005)，服務補救二次滿意之研究，管理學報，第22卷第4期，449-465 。
10. 方世榮、張文賢、林正智(2008)，中小企業跨層次社會網絡與績效之關係，中山管理評論，第16卷第1期，83-118。
11.林東清、劉勇志、劉怡君(2007)，以社會資本理論探討組織掌握創業契機能力的影響因素資訊，管理學報，第14卷第3期，197-228。
12.林東清(2002), 顧客關係管理(CRM)研究的一些相關理論模式與重要議題，資訊管理學報，第9卷專刊，31-56 。