Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24438
標題: 關係黑暗面之研究
The Study of Dark Side of Relationship
作者: 林澤輝
Lin, Tze-Huei
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2508200708144700
關係黑暗面
關係行銷
關係品質
信任
承諾
出版社: 高階經理人碩士在職專班
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摘要: 長期以來,企業與企業間(B2B)或企業與顧客間(B2C)關係的建立,是發展彼此之間優質合作的重要關鍵,而忠誠度高的顧客也漸漸地受到企業界的重視。眾所週知,透過社會人際網絡與資訊科技的連結,將有助於創造經濟利益與企業核心價值的提昇。就「關係行銷」的角度而言,由過去的單筆交易到多次交易、量少到量多,經由彼此的信任與承諾而建立長期之良好「關係」。但近年來,在關係行銷的領域裡,相對於負面的關係之探討,如「關係黑暗面」的研究越來越受到重視,肇因B2B、B2C間的衝突、不信任、危機與負擔等不利之交易行為不斷地發生。 本研究針對目前台灣藥業市場供應商,對傳統的單一藥局或連鎖藥局等通路關係為研究對象,並從不同的供應商與藥局通路間的關係行銷差異分析,以及探討關係黑暗面(關係負擔、關係危機)兩項涉入對關係品質之影響。然而,干擾作用與夥伴關係中「關係負面因素」之影響程度,將造成相互間合作意願高低,如關係維持、關係危機與終止關係等之議題亦值得多加重視。 個案以幾家具代表性藥品供應商為對象,內容涵蓋「關係負擔」、「關係危機」之相關因素,經專家深度訪談後形成概念化,最後整理成幾個類別,藉由此將之夥伴間的關係黑暗面加以解析,使企業在未來經營中能降低黑暗面的形成,共創夥伴關係雙方的價值利益。
For a long time, it has been noted that the development of relationship plays a crucial role in traders' cooperation. Nowadays, the loyal customers have been much more highly valued by firms. As everybody knows, the connection of social network and information technology contributes to the creation of economic benefits and the improvement of corporate core value. In terms of relationship marketing, the pattern of trade moves from the traditional single transaction to multiple transactions, and from small quantities to large quantities. The long-term relationship is established by each other's trust and commitment. However, in recent years, the study of adverse effects of a relationship, such as dark sides, has gradually been stressed by researchers of relationship marketing. This is derived from the fact that conflict, distrust, crisis and burden are frequently encountered in a B2B or B2C relationship. This research studied the relationships between suppliers and single or chained drugstores in Taiwan. The impact of two aspects of dark sides of relationship, burden of relationship and crisis of relationship, on relationship quality was explored. Nevertheless, other issues, such as maintenance of relationship, crisis of relationship and termination of relationship, influence the willingness of traders for cooperation and deserve further attention. Several representative drug suppliers were the subjects of this research. Factors associated with the formation of burden of relationship and crisis of relationship were explored by in-depth interview. These factors were then conceptualized and were assorted into several categories. By this approach, the dark sides of relationship were analyzed. It is hoped that with the understanding of dark side of relationship, its formation would be prevented in a business context and the improvement of relationship benefits would be achieved.
URI: http://hdl.handle.net/11455/24438
其他識別: U0005-2508200708144700
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