关系营销导向:量表的重新设计与检验  

Relationship Marketing Orientation: Scale Redesigning and Testing

作　　者：庄贵军[1] 周筱莲[2] 徐文 

机构地区：[1]西安交通大学管理学院,陕西西安710049 [2]西安财经学院市场营销系,陕西西安710061 [3]中国人保控股集团总公司销售管理部,北京100032

出　　处：《商业经济与管理》2007年第9期42-48,共7页Journal of Business Economics

基　　金：国家自然科学基金优秀创新群体项目(70121001);国家自然基金资助项目(70372051)

摘　　要：基于关系营销理论和前人关于关系营销导向的论述与测量,针对关系营销导向测量中存在的问题,本文设计了一个新的关系营销导向量表,并以营销渠道中制造商与其经销商的关系为背景,检验和评估了新量表的信度与效度。结果发现:新量表在内部一致性、表面效度、内容效度、内敛效度、判别效度和工具效度等都达到了测量的要求。最重要的是,新量表修改了原有量表的用语,使其更符合关系营销导向的内涵,弥补了原有量表缺乏表面效度的缺陷。Based on the theories of relationship marketing and the literature of relationship marketing orientation, this paper designs a new seale of relationship marketing orientation by modifying the previous scales with a problem on face validity. In the context of the relationship between manufacturers and distributors in marketing channels, it tests and assesses the reliability and validity of the new scale. The results show that the scale is acceptable in terms of internal consistency, face validity, content validity, convergent validity, discriminant validity, unidimensionality, and predictive validity. What is the most important is that modified terms are used in the new scale so the new scale better conforms to the concept of relationship marketing orientation and makes face validity better.

关 键 词：关系营销导向 量表信度 量表效度 营销渠道 

分 类 号：F713.50[经济管理—市场营销]