分析港埠/空港物流中「關係」投資與 關係行銷投資之影響

Abstract

近年來產業選擇關係投資做為建立相對應的商業關係, 此可以為產業帶來利益。這些關係的投資，在西方及東方的社會有著不同的維繫方法。這兩種不同的建立企業間關係的方法，為關係投資(Guanxi investment)及企業關係投資(Relationship marketing investment)。本研究主要的目為了解在港埠供應鏈中，這兩種不同關係建立與維繫方法，人際互動及組織互動層級之影響，並且比較兩者之異同，以幫助港埠或空運供應鏈成員與跨文化企業往來時，管理與應用。

本研究之研究方法為PLS-SEM ，該方法係用以分析從問卷調查所收集之資料。本研究之研究對象為巴拿馬及台灣的港埠與空運供應鏈企業，以做為西方與東方企業文化之代表。相關後續分析。將兩地企業分別進行分析, 以探討關係投資及企業關係投資之差異。

研究結果指出，以台灣企業為代表之東方企業文化關係投資，個人層面影響了供應商績效衡量及財務表現；以巴拿馬企業為代表之西方企業文化關係，公司之間的合作關係影響供應商績效衡量及財務表現。此研究結果，對於西方的公司在東方國家的投資或合作是有幫助的，且反之亦然。西方企業與其企業往來時，應注意企業關係投資理論；亞洲企業與其企業往來時，則應注意關係投資，否則可能將因不適應其相對應的文化生意而導致失敗。

Recently firms have embraced relationship-specific investments to establish business relationship with their counterparts that can bring benefits into the firm. These relationship investments follow different approach in Eastern and Western societies. These two different approaches to build business-to-business relationship are Guanxi investment and Relationship marketing investment respectively. The main purpose of this study is to find the impacts of these two different relationship investment approaches at the interpersonal and interorganizational level within port logistics industry; and compare them in order to obtain a better understanding that helps providing managerial implication to firms when doing cross-cultural business.

PLS-SEM method is used to analyze the data obtained from the questionnaire survey delivered to logistics companies in Panama and Taiwan. Therefore, there will be conducted two analyses separately in order to show the differences between guanxi investment and relationship marketing investment.

The findings of this research point out that guanxi investment at the personal level (IRI) influence both supply chain effectiveness (SCE) and firm performance (FP) in Taiwan. Another finding was that relationship marketing at the interorganizational level also influence both supply chain effectiveness and firm performance in Panama. This can be helpful for Western companies investing in Asian countries and vice versa. Western companies applying their home country relationship investments practices based on relationship marketing theories or Asian companies applying Guanxi investments could fail if they do not adapt to their counterpart’s cultural business practices.