通路關係解藥與毒藥：探討關係結束程序之影響效果

Remedying and poisoning channel relationships: Examining the moderating effects on relationship dissolution process

簡碩辰(Shuo-Chen Chien)

指導教授 ： 張雍昇

淡江大學/管理學院/企業管理學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00886

摘要

關係行銷一直行銷領域研究中的重要領域之一。對於身處同一通路中的廠商而言，保留客戶至關重要，因為失去客戶往往意味著重大損失，而且爭取新客戶所需之成本亦高。因此，通路廠商必須了解如何預防或是阻止與其他廠商關係的結束。在關係行銷的研究當中，大部分的學者將焦點放置於廠商間的正向關係上，負向的關係長期被學者忽略。有鑑於此，本研究探討通路關係的結束(relationship dissolution)，運用實證的研究方法檢驗不同因素對於關係結束程序的直接效果以及干擾效果。由於高科技產業對於台灣整體經濟甚為重要，本研究選擇台灣的高科技廠商作為研究對象，從台灣證交所的名單中隨機選取1832間公司發放問卷，最後回收204份有效問卷。藉由檢驗不同因素對於通路關係結束程序的影響效果，本研究欲找出通路關係的解藥與毒藥，以建議高科廠商如何處理負向關係，亦即如何預防或是阻止與通路廠商間關係的結束。
本研究運用SPSS及LISREL兩項統計軟體執行驗證性因素分析以及迴歸分析，以實證的研究方式檢驗樣本的信度、效度、模式適配度，並確認各項因子間的關係。研究結果顯示兩項關係破壞因子-衝突以及投機主義-對於兩項破壞性回應(忽略及離開)皆具有顯著的正向的直接影響效果。然而，通路廠商的不公平感知對於其採取破壞性回應的意願並無顯著的直接影響效果。在不同因子對於通路關係結束程序的干擾影響上，威脅、資訊交換、推薦三種權力使用方式以及廠商所感知到的轉換成本對於投機主義與廠商離開行為的關係皆具有顯著的負向干擾效果，表示透過以上三種權力使用，或是提高廠商感知到的轉換成本，可以抑制通路合作廠商結束關係的意願。此外，研究結果亦顯示威脅對於衝突與廠商的兩項破壞性行為具有顯著的負向干擾效果，表示衝突可以減緩衝突對於廠商破壞性行為的正向影響，阻止通路關係的結束。

關鍵字

關係行銷 ； 關係結束 ； 衝突 ； 投機主義 ； 不公平感知 ； 交換成本 ； 經濟滿意度 ； 社會滿意度 ； 權力

並列摘要

Relationship marketing has been a significant issue in the marketing area. Due to the higher cost of acquiring new customers, customer retention is critical for the firms located in the same channel environment. Preventing and impeding customers from defecting are thus important for channel members. This study discusses the dysfunctional relationship- relationship dissolution- which has been ignored in the marketing literature and employs empirical research method in order to examine the effects of initiating factors and moderating factors on channel relationship dissolution process in Taiwan’s high-tech industry. The main purpose is to find out the possible remedies and poisons of channel relationship dissolution. By reviewing extant literature, this study combined three important theories- transaction cost theory, equity theory, and social exchange theory into research framework to examine the influences of various factors from different angles.
The SPSS and LISREL statistical software were used in this research to conduct CFA and regression analysis for 204 sample data which was randomly selected from the list of TSEC (Taiwan Stock Exchange Corporation). The empirical results show that two relationship-destroying factors- conflict and opportunism rather than perceived unfairness are positively associated to two destructive responses. As for nine moderating factors, four of them including threat, information exchange, recommendation, and switching cost have significant moderating effects on relationship dissolution process, suppressing the positive relationship between opportunism and channel members’ exit behavior. We also find that threat can suppress the positive relationship between conflict and two destructive responses.

並列關鍵字

relationship marketing ； relationship dissolution ； conflict ； opportunism ； unfairness ； switching cost ； economic satisfaction ； social satisfaction ； power

參考文獻

Gassenheimer, J. B., Sterling, J. U., and Robicheaux, R. A. (1996). Long-term channel member relationships. International Journal of Physical Distribution and Logistics Management, 26(5), 94-116.

Achrol, R.S., and Gundlach, G. T. (1999). Legal and social safeguards against opportunism in exchange. Journal of Retailing, 75(1), 107-123.

Adams, J. S. (1963). Towards an understanding of inequity. Journal of Abnormal and Social Psychology, 67(5), 422-436.

Adams, J. S. (1965). Inequality in social exchange. Advances in Experimental Social Psychology, 2, 267-299.

Alajoutsijärvi, K., Möller, K., and Tähtinen, J. (2000). Beautiful exit: How to leave your business partner. European Journal of Marketing, 34(11/12), 1270-1290.