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1 15~ ABSTRACT This paper to use different relation bond, explore relation of relationship quality and brand relation, and above construct effect on brand equity. The study surveys target are years old, according to three metropolitan populations with quota sampling, investigate relation among consumer and theme paradise. Finally, gather 577 valid samples. Results show that finance relational bonds is positively related to brand relationship. Financial relational bond is positively related to relationship quality. Brand relationship is positively related to relationship quality. Relationship quality is positively related to brand equity. Brand relationship is positively related to brand equity. Finally, according to the results, this study suggests that managerial implications and the further research for management and academy. Key Word: relational bonds, relationship quality, brand relationship, brand equity

2 Wilson, 1995 Day and Wensley, 1983; Heskett et al., 1994 Ravald and Gronroos, 1996 Cravens, 1995 Dwyer, Schurr and Oh, 1987 (Wilson, 1995) psychological attachment Wilson, 1995 Day and Wensley, 1983 Day, 2000; Page, Pitt and Berthon, 1996 Nevin, 1995 Cravens, 1995 bonds McCall, 1970; Turner 1970 Liljander and Strandvik

3 Berry and Parasuraman 1991 Berry Financial bonds Smith 1998b Turner 1970 Thibaut and Kelly, Social bonds Turner, 1970 Wilson, 1995 Turner, 1970 Wilson and Mummalaneni Structural bonds

4 Berry and Parasuraman 1991 Berry 1995 (Crosby, Evans and Cowles, 1990) (Crosby et al., 1990) ( ) Hennig-Thurau and Klee(1997) Crosby et al. (1990) Lagace, Dahlstrom and Gassenheimer(1991) ( ) (Smith, 1998a; 1998b) Crosby et al. (1990) (Trust) (Satisfaction) Lagace et al. (1991) Morgan and Hunt(1994) Hennig-Thurau and Klee(1997) (Overall Quality Perception)

5 (Smith,1998a 1998b) 1. (Morgan and Hunt, 1994 Dwyer, Schur and Oh, 1987) Crosby et al. (1990) Morgan and Hunt(1994) Moorman, Deshpande and Zaltman(1993) (Crosby et al.,1990) 2. (Selnes, 1993) (Crosby et al., 1990) Crosby et al. (1990) (Dwyer, Schur and Oh, 1987) Hennig-Thurau and Klee(1997) (Morgan and Hunt, 1994)

6 Blackston(1993) Fournier(1998) (1) - (McCracken, 1989) (2) - (3) - Aaker(1997) (1) (2) Schultz and Barnes 1999 Duncan 1998 Keller 2001 Fournier BRQ Brand Relationship Quality (love and passion) (selfconnection) (interdependence) (commitment) (intimacy) (brand partner quality) Acquaintance Friend Rival Partner Keller

7 intensity activity ( ) 1980 Leuthesser, 1995 Barwise, 1993 Tauber, 1988 Kim, Simon and Sullivan 1990 Stobart 1989 Stobart Aaker 1991 Keller 1993 (1) (2) (3) 3. MSI

8 (1) (2) (3) ( ) Aaker brand loyalty 2. brand awareness 3. perceived quality 4. brand asscioation 5. other proprietary brand assets Aaker

9 1 H 1 H 4 H 2 H 3 H 5 1 ( ) Berry and Parasuraman (1991) Berry (1995) De Young ( )

10 ( ) (1999) Fournier(1998) ( ) Hennig-Thurau and Klee, 1997 ( ) Fournier

11 : % % % % : 1. (Berry, 1995 Kumur et al., 1995 Beatty et al., 1996 Bendapudi and Berry, 1997 Peppers et al., 1999)

12 (Crosby et al., 1990; Smith, 1998a,1998b) 3. Fournier(1998) 4. Aaker 1991 Alpha 2 Alpha 0.67~0.89 ( 1995) 2 Alpha

13 577 : ; 20~29 44%; ; ; / 63% ; 20000~ %; 59%; 2~6 57%; 1 73% *** *** *.561***.570***

14 3 T F R 2 Adj R 2 D-W VIF *** *** *** *** *** ~ 7 D-W 1.5~2.5 VIF 10 4 β 4 β T F R 2 Adj R 2 D-W VIF *** *** ***

15 5 β 5 β T F R2 Adj R 2 D-W VIF *** *** *** *** *** β T F R2 Adj R 2 D-W *** *** *** *** *** *** 1 VIF

16 β 7 T F R 2 AdjR 2 D-W VIF *** *** *** *** β T F R2 Adj R 2 D-W VIF *** *** ** * *** *** *** *** *

17 ( ) Berry and Parasuraman 1991 Berry(1995) ( ) ( ) 5 Berry and Parasuraman 1991 ( ) Fornier(1998) ( )

18 Hennig-Thurau and Klee( 1997) Blau(1964) ( ) Fournier(1998) Fournier(1998) Baron and Kenny(1986) β β ( ) 9 β

19 9 β T F R 2 Adj R 2 D-W VIF *** *** *** *** ( ) 10 β β T F R 2 Adj R 2 D-W VIF *** *** *** ( ) 11 β

20 11 β T F R 2 Adj R 2 D-W VIF ** * ** * ** * *** ( ) ( ) ( ) ( ) ( )

21 1. (2001) (1985) : p (2002) 6. (1999) 7. Aaker, D. A. (1996), Measuring Brand Equity Across Product and Markets, California Management Review, 38(3), pp Aaker, D. A. (1991), Managing Brand Equity, New York: the Free Press. 9. Aaker, D. A. and E. Joachimsthaler (1997), Building Better Brands Without Mass Media, Harvard Business Review on Brand Management, Harvard Business School Press. 10. Baron, R. M. and D. A. Kenny(1986), The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Personality and Social Psychology, 51(6), pp Barwise, P. (1993), Introduction to The Special Issue on Brand Equity, International Journal of Research in Marketing, 10(1). pp Beatty, S. E., M. L. Mayer, J. E. Coleman, K. E. Reynolds and J. Lee (1996), Customer-Sales Associate Retail Relationships, Journal of Retailing, 72 (3), pp Bendapudi, N. and L. Berry (1997), Consumer Motivations for Maintaining Relationships With Service Provides, Journal of Retailing, 73(1), pp Berry, L. L. (1995), Relationship Marketing of Services-Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing Science, 23(4), pp Berry, L. L., A. Parasuraman (1991), Marketing Service: Competing Through Quality, The Free Press, New York. 16. Blackston, M. (1993), Beyond Brand Personality: Building Brand Relationships in Brand Equity and Advertising: Advertising s Role in Building Strong Brands,

22 pp ed. David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum. 17. Blau, P.(1964), Exchange and Power in Social Life, New York: John Wiley Sons. 18. Cravens, D. (1995), Introduction to the Special Issue on Relationship Marketing, Journal of the Academy of Marketing Science, 23(3), pp Crosby, L. A., K. R. Evans and D. Cowles (1990), Relationship Quality in Services Selling: An Interpersonal Influence Perspective, Journal of Marketing, 54(7), pp Day, G. and R. Wensley (1983), Marketing Theory with a Strategic Orientation, Journal of Marketing, 47(4), pp Day, G. S. (2000), Managing Market Relationships, Journal of the Academy of Marketing Science, Vol. 28(1), pp De Young, Raymond (1986), Some Psychological Aspects of Recycling: The Structure of Conservation Satisfaction, Environment and Behavior, 18(3), pp Duncan T. 1998, A Communication-Based Marketing Model for Managing Relationships, Journal of Marketing, 62(2), pp Dwyer, F. R., P. H. Schurr and S. Oh (1987), Developing Buyer-seller Relationship, Journal of Marketing, Vol.51,Iss.4, pp Fournier, S. (1998), Consumers and their brands: Developing relationship theory in consumer research, Journal of Consumer Research, 24(4), pp Hennig-Thuran, T. and A. Klee (1997), The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development, Psychology Marketing, 14(8), pp Heskett, J. L. (1987), Lessons in the Service Sector, Harvard Business Review, 65(2), pp Keller, K. L. (2001), Building Customer-Based Brand Equity, Marketing Management, 10(2), pp Keller, K. L.(1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing Research, 57(1) pp Kim (1990), A Perspective on Brands, Journal of Consumer Marketing, 7(4), pp Kumur, N., L. K. Scheer and J. E. M. Steenkamp (1995), The Effects of Perceived Interdependence on Dealer Attitudes, Journal of Marketing Research, 32(8), pp Lagace, R. R., R. Dahlstrom and J. B. Gassenhheimer (1991), The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry, Journal of Personal Selling and Sales Management, 11(4), pp

23 33. Leuthesser, Kohli and Harich (1995), Brand Equity: the Halo Effect Measure, European Journal of Marketing, 29(4), pp Liljander, V. and T. Strandvik (1995), The Nature of Customer Relationships in Services, Advances in Services Marketing and Management, 4, pp McCall, G. J. (1970), The Social organization of relationships, In G. J. McCall et al. (Eds.), Social Relationships, pp.3-34, Aldine Publishing Company, Chicago. 36. McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16(12), pp Moorman, C., R. Deshpande, and G. Zaltman (1993), Factors Affecting Trust in Marketing Research Relationships, Journal of Marketing, 57, pp Morgan, R. M. and S. D. Hunt (1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58 (7), pp Peppers, D., M. Rogers and B. Dorf (1999), Is Your Company Ready for One-to-One Marketing, Harvard Business Review, (Jan.-Feb), pp Ravald, A. and Gronroos C.(1996), The Value Concept and Relationship Marketing, European Journal of Marketing, 30(2), pp Schultz, D.E. and B.E Barnes (1999), Strategic Brand Communication Campaigns, Lincolnwood, Illinois, NTC/Contemporary Publishing Group, Inc. pp Selnes, F.(1993), An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing, 27(9), pp Simon, C. J. and M. W. Sullivan (1993), The Measurement and Determinants of Brand Equity: A Financial Approach, Marketing Science, 5(12), pp Smith, J. B., (1998a), Buyer-Seller Relationships: Similarity, Relationship Management and Quality, Psychology & Marketing, 15(1), pp Smith, J. B., (1998b), Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type, Canadian Journal of Administrative Sciences, 15(1), pp Stobert, P. (1989), Alternative Methods of Brand Valuation In J. Murphy, ed., Brand Valuations : Establishing a True and Fair View, London: The Interbrand Group. 47. Tauber E.M. (1988), Brand Leverage: Strategy for Growth in a Cost Control World, Journal of Advertising Research, August / September, pp Thibaut, J. W. and H. H. Kelley (1959), The Social Psychology of Groups, John Wiley, New York. 49. Turner, R. H. (1970), Family Interaction, John Wiley, New York. 50. Wilson, D. T. and V. Mummalaneni (1986), Bonding and Commitment in

24 Buyer-Seller Relationships: A Preliminary Conceptualization, Industrial Marketing and Purchasing, 1(3), pp Wilson, D. T. (1995), An Integrated Model of Buye-Seller Relationships, Journal of the Academy of Marketing Science, 23(4), pp

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<4D6963726F736F667420576F7264202D20B0EABBDAA7D6BBBC3230313230353132A5FEA4E55FB6C0ABD8BA615F2E646F63> 國際快遞服務業的運籌服務品質與其決定因素 1 黃建榮 1 和春技術學院行銷與流通管理系 2 廖崑傑 2 和春技術學院行銷與流通管理系 831 高雄縣大寮鄉琉球村農場路 1 之 10 號 831 高雄縣大寮鄉琉球村農場路 1 之 10 號 dearjohn0213@gmail.com