【作者】 张墨；

【导师】 吴小丁；

【作者基本信息】 吉林大学 ， 企业管理， 2007， 硕士

【摘要】 本研究通过对渠道成员反应行为类型及渠道关系质量感知前期文献的回顾,在前人研究的基础上结合Hibbard(2001)提出的反应行为与关系质量感知之间的模型对两者展开了研究。通过确定关系质量感知的关键维度来建立本研究的模型框架,并以经销商为研究视角,探讨在经销商和厂商关系中经销商行为与经销商关系质量感知之间的联系。本研究通过本土化的、限定研究行业的视角来确立与以往研究的不同。通过对主要集中在长春地区的130名服装经销商的问卷调查及SPSS10.0统计软件的分析,得出了以下结论:本土经销商的关系质量感知和反应行为之间存在密切联系。在反应行为的四种类型中,经销商“建设性探讨”的使用对经销商承诺和关系持久性期望有正面影响;经销商“顺从接受”对经销商信任、承诺和关系持久性期望有正面影响;经销商“发泄抱怨”会对经销商承诺产生负面影响,对关系持久性期望产生正面影响;经销商“退出关系”会对经销商承诺和关系持久性期望产生负面影响。文章就研究结果与前期国外研究结果的差异进行了比较和分析,提出了研究对我国企业渠道管理实践具有的借鉴意义,最后就研究中存在的局限和未来的研究方向进行了说明。更多还原

【Abstract】 The purpose of this study is to focus on local dealers and manufacturers to clear the relationship between their behaviors and relationship quality. By recalling the dealers’four types of response behaviors, we built a model between them and relationship quality they apperceive and used empirical research methods to test it. These four types of response behaviors are constructive discussion, passive acceptance, venting and disengagement. In this study, we identified several key dimensions of relationship quality. These several key dimensions are trust, commitment and expectation to relationship. Through the literature review we defined the study scope and variables, and based on previous theoretical model to put forward our hypothesis.We concentrated the study in only one industry to make differences between previous studies. Preliminary studies carried through in multiple industries in the durable goods manufacturing, and sampled from a wide range of industries to verify assumptions without strict inspection of the industry background. And the result of study results may be affected by these multiple industries, thus do not represent the special circumstances of a particular industry. In addition, since foreign channel members’behaviors are different from the Chinese, their would be a very different conclusion. For these reasons, it is very necessary to makes our own research into the relationship between the channel behaviors and relationship quality. We chose the garment industry for its notable features, such as seasonal spending, volatile markets, operating risks and channel relations instability, and we chose dealers to do the inspection.In this study, the quantitative research methods were used. We improved precedent scales to get our questionnaire. SPSS 10.0 software was used to analyze questionnaire data obtained. 12 hypotheses were advanced in this study to test the reaction of the four types of dealers’behaviors to the key dimensions of the relationship quality. Through the descriptive statistical analysis of data, reliability and validity testing and path analysis,we got the following certification: dealers’constructive discussions have positive impacts to dealers’commitment and relationship expectation, and dealers’ passive acceptance has positive impacts to dealers’trust, commitment and relationship expectation. Venting has a negative impact on dealers’commitment, and has a positive impact on dealers’expectation to the relationship. Dealers’disengagement has negative impacts on their trust and their expectation to the relationship. The 9 hypothesis of 12 were validated, and one of the 9 got a contrary result. Three of the 12 hypothesis weren’t validated.Through the analysis to the results, we got some conclusions of the study.Firstly, this research has once again proven the relationship between channel members’behaviors and the relationship quality they apperceived. There are close links between behavior and relationship quality. Majority of the assumptions have been verified, and path analysis showed that different responses have different impact s to the relations between dealers and manufacturers. These results are not only been verified by the preliminary studies abroad, but also been carried out in the local area.Secondly, the results show the four kinds of reaction behaviors’impact direction and impact extent to trust, commitment and relationship expectation. For example, dealers’constructive discussions have significant positive impacts to dealers’commitment and relationship expectation, and dealers’passive acceptance has positive impacts to dealers’trust, commitment and relationship expectation. Venting has a negative impact on dealers’commitment, and has a positive impact on dealers’expectation to the relationship. Dealers’disengagement has negative impacts on their trust and their expectation to the relationship. All these results are helpful for manufacturers to distinguish key behaviors of dealers, and they can also make integration considerations to establish their channel strategy by the different relationships between acts and relationship quality.Thirdly, the results show that the preliminary study findings of foreign channels members are not entirely the same as local market environment ones. Findings in the interactive process showed that even the same reactions of the behaviors also can have different effects to relationship quality between abroad and indigenous one. As the market environment and the culture differences make it also different in channels’evolution and maturity, it is not surprising to get different study results. All these differences to a certain extent can make it possible for the comparative study between domestic and foreign channels.更多还原