溝通與信任對更換夥伴、未來繼續合作與策略性整合的影響

The Effect of Communication and Trust on Switching Partner, Continuing Cooperation and Strategic Integration

10.30066/JCS.200709.0002

丁學勤(Shueh-Chin Ting)

關係行銷 ； 關係績效 ； 零售商關係取向 ； Relationship Marketing ； Relationship Performance ； Retailers' Relationship Orientation

顧客滿意學刊

3卷2期（2007 / 09 / 01）

31 - 56

繁體中文

雖然關係行銷理論提出關係因素（例如信任）是關係結果的重要影響因素，但是實證研究並沒有完全支持此連結，本研究對此問題進一步探究。本研究以關係行銷中的兩個重要變數－溝通、信任，來探討其對關係績效（更換夥伴、未來繼續合作、和策略性整合）的影響，並以零售商的關係取向為干擾變數來探討關係行銷對關係績效的影響。 本研究收集了442位零售商填答的問卷，以ANOVA進行主效果與干擾效果的分析。本研究結果指出，溝通和信任都對更換夥伴、未來繼續合作、策略性整合有直接的影響，而且零售商關係取向扮演著干擾的角色，關係行銷對關係績效的影響效果幾乎都是短期關係取向的零售商大於長期關係取向的零售商。因此，長期的關係取向對關係行銷效果的發揮可能有不利之處。

Although the relationship marketing theory proposes relational factors (e.g., trust) are important antecedents for relational outcomes, empirical researches do not completely support the link. This study further explores this problem. Then, this study chooses two important variables, communication and trust, in relationship marketing, to explore their effects on relationship performance (changing partner, continuing cooperation, and strategic integration) and also uses retailers’ relationship orientation as a moderating variable to explore the effect of relationship marketing on relationship performance. This study collected 442 retailers' questionnaires and analyzed the main effect and moderating effect through ANOVA. The results of this study indicate communication and trust all have direct effects on changing partner, continuing cooperation, and strategic integration. Moreover, retailers' relationship orientation plays a moderating role for the effect of relationship marketing on relationship performance and the effect is almost higher for the retailers with short-term relationship orientation than the ones with long-term. Therefore, long-term relationship orientation may have some negative influences for the effect of relationship marketing.

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