A Study on the Manufacturer - Supplier Relationship Attributes, Interdependence, and Partnership Performance from the Manufacturer Perspective－An Investigation into the Computer Hardware Industry in Taiwan

• Main Authors: Wen Yung Liang, 文永樑
• Other Authors: Liu Ping-Wen
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/96616266618123915066

碩士 === 逢甲大學 === 企業管理學系 === 87 === In the changing competitive environment, the marketing activities and strategies of businesses are continuously developing. Since the early years of 1980s , the long term relationships among businesses has been extensively discussed and applied. For example, there are strategic alliance, co-marketing, and relationship marketing. It is very important for marketing managers that how to keep old consumers and maintain good long-term buyer and seller Relationships., Through trust and commitment are key factors in long-term relationships in past researches, but based on the contingent viewpoint, if a marketer consider other moderating variables(ex: dependence of buyer, communication behavior), he can make decisions according to different situations. According to past studies and considering importance in Taiwan, the author chooses the Computer Hardware Industry in Taiwan as context and develops a model that examine the effect of the relationship attribute on the partnership performance during maintained phase of the long term buyer and seller relationship. Otherwise, this model also separately addresses the interrelationships of relationship attributes (trust and commitment) and interdependence, and the interrelationships of relationship attributes and collaborative communication. In the research method, the author takes the closed structural questionnaire as the survey tool, and received sixty effective samples totally(response rate = 15%). The analysis methods include descriptive analysis, correlation analysis, regression analysis, and Hierarchical moderating regression analysis. The important results and findings can be summarized as follows: 1. The research results support that the relationship attributes of domestic computer hardware manufacturers can promote satisfaction,cooperation and perceived economic performance, but reduce propensity to leave of manufacturers. 2. Total interdependence will moderate the effect of the relationship attributes on partnership performance. When total interdependence is high, the moderate effects can decrease satisfaction, cooperation and perceived economic performance of manufacturers. 3. Asymmetry interdependence will moderate the effect of the relationship attributes on partnership performance. The results show that moderate effects destroy satisfaction. 4. Manufacturers'' dependence will moderate the effect of the relationship attributes on partnership performance. The moderate effects increase the acquiescence, but destroy satisfaction and other performance of manufacturers. 5. In the moderate effects of collaborative communication, when collaborative communication is high, it will increase partnership performance. Finally, according to the conceptual framework and research findings, the author provides some meanings and suggestions in the theories, empirical studies, practices and future directions.