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The Dark Side of Relationship between Firms in a Power Asymmetry Relationship
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|摘要:||Recently, there are not only the researches about positive side of relationship, but also the negative side one, like relationship asymmetry, inertia, conflict, opportunism ,relationship dissolution…etc., which has been aroused more and more attention in marketing area. This research may want to admonish the firms in the process of developing and maintaining relationship is not totally perfect. There are some frictions behind good relationship, and which also the reason for forming good relationship. This is so called”the dark side of relationships”.
According to Yovovich (1991) and Gummesson(1996) research, the relationships are not always balance. Even the partners have balanced capabilities, they are still being relative strong and weak. The study uses power asymmetry as one asymmetry relationship, and extends the inertia and the tension perspective from Das and Teng(2000), including behaviorial tension(cooperation VS. competition), structural tension (flexibility VS. rigidity) and psychological tension(long-term orientation VS. short-term orientation) , which respectively to confer the dark side and relationship quality under power asymmetry relationship.
We mailed questionnaires to Top 1000 manufacturing industry from Common Wealth Magazine to explore the research and used factor analysis, correlation analysis, the regression analysis, and LISREL linear structure statistical analysis. The results confirm that the power asymmetry, unbalanced relationship tension has negative effects on relationship quality. The results also confirm that the power asymmetry has positive effects on unbalanced relationship tension and inertia.
This research not only proposed academic implication but also recommend firms some practical suggestion. These practical suggestions would be helpful for firms. While developing and maintaining relationships with other firm, firms can notice the concept of “the dark side of relationships” and remove it. There firms can have a better relationship.|
近年來在關係行銷的領域中，除了關於關係行銷的益處外，也開始有許多學者研究關係行銷的負面影響，例如不對稱關係、衝突、惰性、投機行為、關係解散等等。研究這些議題的目的是想提醒企業在進行關係行銷的同時，能注意到其可能造成的黑暗面，以避免黑暗面帶來負面的影響。 Yovovich (1991)與Gummesson(1996)曾指出關係間不可能總是存在絕對的平衡，夥伴雙方即使實力相當，也會存在著一強一弱的相對關係。因此，本研究以權力不對稱來代表不對稱關係，以Das and Teng(2000)提出的三對張力觀點，分別為行為張力(合作VS.競爭)、結構張力(彈性VS.僵固)與心理張力(長期導向VS.短期導向)及惰性來探討在權力不對稱之下是否存在關係黑暗面，以及關係黑暗面是否會降低雙方的關係品質。 本研究採用郵寄與網路問卷，以2007年天下雜誌製造業1000大作為研究對象，進行樣本發放。利用因素分析、皮爾森相關分析、迴歸分析、及LISREL線性結構等進行統計分析。本研究證實了夥伴關係中，「權力不對稱」、「關係張力不平衡」對「關係品質」具有負面影響；而「權力不對稱」對於「關係張力不平衡」與「惰性」具有正面影響。証實「權力不對稱」確實會形成關係黑暗面，對夥伴關係造成負面影響。 本研究除了提出對學術界的理論意涵外，並針對實務界提出相關建議，將有助於企業在發展與維持關係時，可以注意到「關係黑暗面」的存在並加以改善，以獲得更好的關係結果。
|Appears in Collections:||企業管理學系所|
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