供应商关系功能对关系质量的影响研究

    The Influence of Supplier Relationship Function on Relationship Quality

    • 摘要: 企业越来越多地关注如何制定有效的关系营销策略,为解决这一问题,文章在前人研究的基础上提出了关系功能与关系质量的构成因素,将关系功能分为直接功能和间接功能两种类型,而对关系质量从信任、承诺、冲突三个维度来衡量,进而构建了供应商关系功能对关系质量的影响因素模型。通过问卷调查的实证方法和统计分析,对模型中包含的假设进行了验证。最后从供应商和客户企业两个角度分别提出了针对性建议,对企业制定关系营销策略具有一定的指导意义。

       

      Abstract: More and more companies have been paying attention to how to establish efficient relationship tactics. To solve this problem, we firstly brought forward the forming factors of supplier relationship function and relationship quality through literature review. We divided supplier relationship function into two kinds: direct function and indirect function. The relationship quality was valued in three dimensions: trust, commitment and conflict. Then we constructed the model of influence of supplier relationship function on relationship quality. The hypotheses were proved by questionnaires and statistical analysis. As a result, we proposed our suggestion from two aspects: suppliers and customer companies, which will help companies to develop relationship marketing strategies.

       

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