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|標題:||The Impact of Dark Side of Relationship Factors on Relationship Performance -
The Social Exchange Theory Perspective|
the dark side relationship factors
the dark side of relationship
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|摘要:||The previous research of relationship marketing enthusiasm on the light side of relationship, but there are few research that discuss the dark side of factors that are negative impact on closed relationship. There are many factors that cause the dark side of relationship, which are cognitive dimension (rising expectation, loss of objectivity), relation cost dimension (opportunism, relationship burden) and internal tension dimension (cooperation versus competition, rigidity versus flexibility). Furthermore, this research use social exchange theory to suggest some constructs with are share value, interdependency, trust and commitment. These elements have a moderating effect on the dark side of relationship factors and relationship performance.
This study use convenient sampling, valid sample are 412, valid response rate is 92.37%. The 412 usable responses were tested for non-response bias and common-method bias; they seem to indicate that these biases were not a serious threat. All the constructs have high reliability, convergent validity, discriminant validity. The research was tested by LISREL. The empirical results reveal that rising expectation of cognitive have negatively effects on financial and non-financial performance, behavior tension has negatively effects on non-financial performance. But the other dark side relationship factors have no effects on relationship performance. This research found that share value, interdependency, trust and commitment construct play a moderating role on the dark side relationship factors and relationship performance. Furthermore, share value and interdependency construct has suppressor abilities more than trust and commitment construct. But, some moderating factors also encourage the dark side of relationship factors have negative effect on relationship performance. Finally, these results suggest theoretical implications and the direction of future researches.|
|Appears in Collections:||企業管理學系所|
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