據內政部統計資料顯示2006年臺灣有六萬四千五百四十對夫妻離婚，平均每天有一百七十七對夫妻「一拍兩散」，大約每兩對佳偶中就有一對離婚，離婚率高居亞洲第一。「婚姻問題」是目前臺灣社會中相當重要的議題，也導致因男女離婚而衍生的家庭社會問題正在不斷發生。
然身為長期提供陷入婚姻困境的婦女們，一個求助和傾訴管道的臺北市晚晴婦女協會，從2004到2007年，這四年裡每年入會新增人數卻每下愈況。
針對此狀況，本研究以消費者需求調查面向著手，了解晚晴協會內會員與非會員的服務需求、滿意度以及入會參考依據等。本研究同時認為關係行銷的概念，有助於非營利組織與包括會員與非會員的諮詢個案，保持良好且長期性關係。藉由本研究發現的結論，確立該組織與會員之間關係，提升會員對於組織的參與度以及促使非會員積極加入晚晴協會之可行性探討。 / According to the statistic released in 2006 by The Ministry of Interior, about 170 couples in Taiwan confronted marriage issue every day. In other words, one of two couples will divorce after getting married. It is also the highest rate among Asia countries. “Marriage” and “Family” relationship in Taiwan have become serious social issues nowadays.
Warm Life Organization thus is set up to provide a communication and support platform to help women who are dealing with different marriage and family issues. However, this strong and well-known social functions did not drive more new membership into the organization, moreover, the total membership number between 2004 to 2007 has significantly drop down every year.
The purpose of this thesis aims to discover customer needs, customer satisfaction and customer participation between organization with members and non-members. Meanwhile, this research adopts the concept of relationship marketing as a major channel to build up a long-term reliability and relationship between organization as well as members or non-members. This research further suggests possible membership maintenance methods, more membership participation opportunities and driving force to encourage new blood according to the survey result.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0091932009 |
| Creators | 許文青 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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