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研究生:洪惠芳
研究生(外文):Hui-Fang Hung
論文名稱:供應商與顧客之關係特徵關係品質與關係涉入之研究
論文名稱(外文):Characteristics and Quality and Involvement of Transactional Relationship between Supplier and its Customers
指導教授:謝文雀謝文雀引用關係
指導教授(外文):Wen-Chueh Hsieh
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:103
中文關鍵詞:交易關係關係特徵關係利益轉換成本關係品質資源依賴理論社會交換理論交易成本理論專屬性投資密集度作業連結程度關係涉入
外文關鍵詞:resource dependence theorysocial exchange theorytransaction cost theoryasset-specific investmentoperational tievalue similarityrelationship characteristicsrelationship involvementrelationship qualityTransactional relationship
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現代的經濟社會中,組織都積極尋求與外界組織合作,以組織間關係型態來進行交易。動機為取得新的科技、進入新市場、發揮規模經濟性、獲取互補性技術及規避或降低風險。

然交易的本質與關係的維持涉及交易關係特徵與關係品質與雙方的關係涉入。本研究依據資源依賴理論、社會交換理論、交易成本理論推導出交易關係特徵的內涵與關係品質,進而與關係涉入之關係。據文獻探討的結果,本研究利用交易關係特徵中的關係利益、轉換成本、與價值觀相似性三個變數,來探討對關係品質的影響。而關係品質進而影響雙方在作業連結程度與專屬性投資的密集度。

研究對象以國內一千大企業為研究對象,針對業務部的中高階主管進行施測。資料分析方法包括敘述統計分析、信度分析、因素分析、迴歸分析等。研究結果發現:

第一,供應商與顧客之間的關係利益和轉換成本與關係承諾有顯著地正相關。

第二,供應商與顧客之間的共享價值觀相似性與關係品質有顯著地正相關。

第三,供應商與顧客之間的關係承諾與雙方的涉入程度有顯著地正相關。

本研究根據這些結果,對理論與實務的建議將分別提出。
In modern economy, firms are aggressive to seek any kind of cooperation with other organizations, i.e. build transactions based on organizational relationship, in order to acquire new technology, enter new market, expanse economy of scale, gain complementary know-how or decrease risk.

The nature of transaction involves relationship characteristics and quality and degree of two parties. This research suggests the inner elements of relationship characteristics and quality based on resource dependence theory, social exchange theory and transaction cost theory. According to literature review, common interest, switching cost and value similarity (proxy of relationship characteristics) are connected with trust, conflict and commitment (elements of relationship quality). Relationship quality has effect on operational tie and intensity of asset-specific investment.

Research objects are manufacturers. Personnel interview were used with well-designed and structured questionnaires. Executives and sales managers of these companies were interviewed. Data were analyzed with descriptive statistics, factor analysis, reliability test and regression. The findings are as follows:

Firstly, common interest and switching cost between suppliers and its customers have significantly positive effects on commitment.

Second, value similarity between suppliers and its customers partly has significantly positive effects on relationship quality.

Third, commitment between suppliers and its customers has significantly positive effects on degree of involvement.

Suggestions for theory and practice were proposed base on research result.
目 錄
第一章 緒論 ………………………………………………… 1
第一節 研究背景與動機 ……………………………………… 1
第二節 研究問題 ……………………………………………… 3
第三節 研究目的 ……………………………………………… 4
第二章 文獻探討 …………………………………………… 5
第一節 關係特徵 ……………………………………………… 5
第二節 關係品質……………………………………………… 11
第三節 關係涉入……………………………………………… 25
第四節 各構面之間的關係…………………………………… 34
第三章 研究方法 ………………………………………… 37
第一節 研究架構……………………………………………… 37
第二節 研究假設……………………………………………… 38
第三節 研究變項之定義……………………………………… 43
第四節 問卷設計……………………………………………… 47
第五節 研究對象與資料蒐集………………………………… 53
第六節 資料分析方法………………………………………… 58
第七節 信度與效度分析……………………………………… 60
第四章 實證結果與分析 ……………………………………61
第一節 研究變數的描述性統計分析………………………… 61
第二節 因素分析……………………………………………… 64
第三節 關係特徵與關係品質的影響………………………… 70
第四節 關係品質與關係涉入的影響………………………… 74
第五章 結論與建議 ……………………………………… 78
第一節 研究結論與管理意涵………………………………… 78
第二節 研究建議……………………………………………… 84
第三節 研究限制……………………………………………… 87
參考文獻 …………………………………………………… 88
壹. 中文部分 …………………………………………………… 88
貳. 英文部分 …………………………………………………… 89
附錄 問卷 ………………………………………………… 95
表 次
表2-1 關係品質的構面…………………………………………… 12
表2-2 國外研究關係品質之相關文獻彙整表…………………… 19
表2-3 國內研究關係品質之相關文獻彙整表…………………… 22
表3-1 本研究各研究變項的問卷設計…………………………… 52
表3-2 問卷回收情形……………………………………………… 54
表3-3 公司行業別………………………………………………… 55
表3-4 填表者職稱………………………………………………… 55
表3-5 廠商成立年數……………………………………………… 56
表3-6 廠商員工人數……………………………………………… 56
表3-7 廠商資本額………………………………………………… 56
表3-8 公司和顧客往來年數……………………………………… 57
表3-9 各構面之信度分析………………………………………… 60
表4-1 關係特徵的描述性統計分析……………………………… 61
表4-2 關係品質的描述性統計分析……………………………… 62
表4-3 關係涉入的描述性統計分析……………………………… 63
表4-4 關係特徵因素分析結果…………………………………… 65
表4-5 關係品質因素分析結果…………………………………… 67
表4-6 關係涉入因素分析結果…………………………………… 69
表4-7 關係特徵與關係品質的簡單迴歸分析…………………… 70
表4-8 關係利益與關係承諾程度的簡單迴歸分析……………… 70
表4-9 關係利益與衝突程度的簡單迴歸分析…………………… 71
表4-10 轉換成本與關係承諾程度的簡單迴歸分析……………… 71
表4-11 轉換成本與衝突程度的簡單迴歸分析…………………… 72
表4-12 共享價值觀相似性與信任程度的簡單迴歸分析………… 72
表4-13 共享價值觀相似性與關係承諾程度的簡單迴歸分析…… 73
表4-14 共享價值觀相似性與衝突程度的簡單迴歸分析………… 73
表4-15 關係品質與關係涉入的簡單迴歸分析…………………… 74
表4-16 信任程度與作業連結程度的簡單迴歸分析……………… 74
表4-17 信任程度與專屬性投資密集程度的簡單迴歸分析……… 75
表4-18 關係承諾程度與作業連結程度的簡單迴歸分析………… 76
表4-19 關係承諾程度與專屬性投資密集程度的簡單迴歸分析… 76
表4-20 衝突程度與作業連結程度的簡單迴歸分析……………… 77
表4-21 衝突程度與專屬性投資密集程度的簡單迴歸分析……… 77
表5-1 本研究假設驗證之結果…………………………………… 79
圖 次
圖2-1 KMV模型…………………………………………………… 6
圖3-1 本研究架構………………………………………………… 37
圖3-2 研究分析架構圖…………………………………………… 59
壹.中文部分

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2.方世榮譯,Philip Kolter原著(民87),行銷管理學。

3.江如玉(民89),資訊系統整合業廠商合作關係之探討,中山大學資訊管理學系研究所碩士論文。

4.李勝祥(民86),聯盟夥伴認知對運作結果及合作意願之影響,成功大學企業管理研究所博士論文。

5.林星聖(民90),壽險產業關係行銷之研究-「關係承諾-信任理論」之應用,交通大學管理科學學程碩士論文。

6.林慧玲(民87),旅行社業務人員關係行銷之研究-模糊理論之應用,中國文化大學觀光事業研究所碩士論文。

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8.邵琳(民86),行銷通路成員信任-關係承諾模式之研究:台灣汽車產業之實證,銘傳管理學院管理科學研究所碩士論文。

9.梁玉青(民90),從關係行銷的觀點探討供應鏈夥伴關係-以一千大製造業為例,逢甲大學企業管理研究所碩士。

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11.陳建成(民91),買賣方關係涉入之研究,中興大學企業管理研究所碩士論文。

12.黃仲龍(民85),從關係行銷觀點探討經銷商與客戶之間的關係—以大台中地區汽車產業為例,東海大學企業管理學系碩士論文。

13.黃怡菁(民91),關係認知、關係屬性及關係涉入程度與合作績效之關聯,逢甲大學企業管理研究所碩士論文。

14.葉清江(民83),國內線航空公司營運效率之研究,國立交通大學管理科學研究所碩士論文。

15.戴雨蘋(民88),從關係行銷之觀點探討買賣雙方關係-台灣地區半導體產業之實證研究,中正大學企業管理研究所碩士論文。

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