Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20866
標題: 夥伴關係的市場導向、關係記憶對關係績效的影響
The effect of market orientation of partnership and relationship memory on relationship performance
作者: 彭彥群
Peng, Yen-Chun
關鍵字: market orientation of partnership
夥伴關係的市場導向
relationship memory
relationship performance
關係記憶
關係績效
出版社: 企業管理學系所
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摘要: While numerous studies have been conducted on the relationships between market orientation and performance, research results show a contradictory result in such relationships. Additionally, since most empirical studies of market orientation have focused on the perspectives of the one side, and since these research results are either weak or incomplete, this study attempts to use dyadic perspectives to fill this gap and provides a clear accounting of the effect of partnership market orientation on relationship performance, in turn enhancing organizational performance. Furthermore, relationship memories are accumulated through interactions and learning between organizations involving the sharing of interorganizational routines, beliefs, and knowledge. Thus, this study regards relationship memory as a contingency variable (moderator and mediator). The authors test the hypotheses based on a mail survey targeting the top 1000 manufacturing and service industries in Taiwan. A total of 124 survey instruments were returned, for an effective response rate of 12.40%. The results support the hypotheses, which posit that market orientation of partnership is positively related to relationship performance. The results also suggested that relationship performance is positively related to organization performance. Moreover, the findings also support the authors' argument that the effect of market orientation of partnership on relationship performance is strengthened by relationship memory. The authors also discuss the theoretical and practical implications of their findings.
市場導向與績效關聯的研究一直受到相當的重視,但至今卻仍缺乏一致的看法。過去研究不斷地從各種情境因素進行探討,卻忽略了任何個體(廠商)都鑲嵌在社會活動中,若探討一方的特性或行為則無法證實其產生的績效是否有效度。因此,本研究試圖從夥伴關係的二元觀點探討夥伴關係的市場導向對於關係績效的影響,並進而對組織績效的影響。此外,夥伴間經過長期的互動與學習會使雙方建立關係專屬的例行常規、信念或知識等關係記憶,這些記憶會影響夥伴日後的互動行為,因此本研究亦將關係記憶納入架構中,並作為影響夥伴關係市場導向與關係績效的情境變數(包括干擾與中介變數)。簡言之,本研究從二元層級的觀點探討夥伴關係的市場導向對關係績效的影響,進而對組織績效的影響;並納入關係記憶的構念作為提昇夥伴關係市場導向對關係績效影響的情境角色。本研究採用郵寄問卷,以台灣1000大製造業作為調查對象,有效回收問卷124份,回收率為12.40%。實證結果發現,「夥伴關係市場導向」對「關係績效」具有正面影響,而「關係績效」對「組織績效」亦具有正面影響。此外,「關係記憶」亦證實會中介與干擾「夥伴關係市場導向」對「關係績效」的影響效果。最後,本研究除提出重要的管理意涵外,並提出未來研究的方向。
URI: http://hdl.handle.net/11455/20866
其他識別: U0005-1508200910315500
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1508200910315500
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