關係行銷對塑化原料產業供應商與其經銷商間合作程度研究-以P公司為例

Abstract

本研究目的在於透過關係行銷，探討塑化原料產業供應商與經銷商彼此間之合作程度。本研究以Morgan and Hunt(1994)所提出的承諾-信任理論模型(Key Mediating Variables, KMV)為基礎，修正其模型後，從關係行銷的相關變數--「關係利益」、「關係終止成本」、「共享價值觀」、「溝通」、「關係承諾」、「信任」等構面，來探討「關係行銷」將如何影響企業與其經銷商間的「合作程度」。本研究由供應商的角度探討關係行銷對塑化原料產業供應商P公司與其經銷商間的合作程度。彼此於合作關係維持下，盼於未來增進彼此間良好的交易關係品質提升合作程度，並經由長時間合作關係累積的利益而提高企業獲利。 本研究透過文獻探討的方式，利用關係行銷六構面設計問卷，並以塑化原料產業P公司為研究對象。研究結果顯示，關係承諾構面與合作程度有顯著正相關，代表關係行銷中對經銷商關係承諾越高，合作程度越高。信任構面與合作程度有顯著正相關，代表關係行銷中對經銷商信任越高，合作程度越高。員工背景統計變數與合作程度差異分析中，不同性別、不同教育程度、不同職務、不同年齡、在公司與經銷商不同往來年資的公司員工對合作程度有顯著差異。本研究可以探討出關係行銷如何影響供應商與經銷商間合作程度而進行關係品質改善措施。 本研究建議P公司於關係行銷「關係承諾」、「信任」構面上加強管理，以提升合作程度。並應就不同員工背景，適時提供各部門所需資源以便配合經銷商銷售服務，提升合作程度與經銷商滿意度。

The main purpose of this study is to investigate relationship marketing for Cooperative Degree between plastic raw material industry and associate distributor. This study referred the commitment - trust management theory model (Key Mediating Variables, KMV), proposed by Morgan and Hunt (1994) ,to investigate how the relevant variable number of relationship marketing – Relationship Termination Costs, Relationship Benefits , Shared Values, Communication, Relationship Commitment, Trust dimensions affect the cooperative degree between the enterprises and associate distributor. This study by the point of view from supplier to investigate how the relationship marketing affects the cooperative degree between the P Company of plastics raw material industry and its distributor. In the future, to focus on the long time profits between supplier and distributor and upgrade the cooperative degree by improving quality of trading relationship.

This study referred literature and used six dimensions of relationship marketing to design questionnaire and survey P Company of plastics raw materials industry. The survey indicated that the relationship commitment dimension has a significant positive correlation with the cooperative degree .The more supplier commitment to distributor, the higher cooperative degree. The trust dimension has a significant positive correlation with the cooperative degree .The more supplier trust to distributor, the higher cooperative degree.From variance analysis of different statistical variables and cooperative degree investigated that the staff background of different genders, different levels of education, different positions, different ages, different seniority employees cooperated with distributor are significantly different. This study could explore relationship marketing for cooperative degree between supplier and distributor to manage relationship quality.

This study suggests that P Company could enhance cooperative degree via dimensions of Commitment and Trust of relationship Marketing. P Company should support resources timely according to different requirements of staffs to enhance the cooperative degree and distributor satisfaction.