“信任－關係承諾”理論之實證研究－以海運承攬運送業為例

The Empirical Study of Trust-Relationship Commitment Theory: The Case of Freight Forwarder

蔡坤宏(Kuen-Hung Tsai) ； 謝昇紘(Sheng-Hung Shieh)

《行銷評論》 2卷3期 (2005/09) Pp. 277-311

https://doi.org/10.29931/MR.200509.0002

摘要

從1980年之後，行銷發展從服務行銷轉變為關係行銷，各國的研究者漸漸對於夥伴之間的關係進行一連串的研究，Morgan & Hunt (1994)認為成功的關係行銷需要信任與承諾的關係，並提出信任－關係承諾模型為主要的中介變數，後續的研究者以key mediating variables，KMV模型繼續對於夥伴關係進行延續的研究。本研究擬以整理Morgan & Hunt之後的研究者對於key mediating variables (KMV)模型的延續性研究，並進一步就其KMV模式進行海運承攬運送業與託運商之間的關係進行實證研究，檢視信任－關係承諾理論與前置變數（關係終止成本、關係利益、共享價值、溝通、投機行為）、結果變數（默許、離開的意願、合作、功能性衝突、決策不確定性）之間的關係及影響。

關鍵字

信任 ； 關係承諾 ； 海運承攬運送業

並列摘要

Traditional business process has provoked by advanced information technology and toward a collaborative and cooperative long-term orientation partnership rather than a short-term transactional relationship. This article aims to apple the key mediating variables, (KMV) model conceptualized by Morgan & Hunt in 1994, and after 1994 relationship marketing researcher used this key mediating variables KMV model's relevant research. This article will contribute to further study and empirical study based on key mediating variables, KMV model.
In this study, the freight forwarders are taken as the research population. The results reveal that opportunistic behavior is the most important factor between the relationship partners. Their relationship will over when one of the partners has opportunistic behavior.

並列關鍵字

trust ； relationship commitment ； freight forwarder

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