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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
出版社: 高階經理人碩士在職專班
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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.
其他識別: U0005-2508200708144700
Appears in Collections:高階經理人碩士在職專班

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