| Summary: | 博士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Studies of relationship marketing conducted in the past decade or so have focused on the development and benefits of relationships. Research indicates that about 57,000 alliances were formed from 1996 to 2001, yet the failure rate of strategic alliances is significantly high. Most studies have focused on the positive aspects of partnerships only and not on those hidden and elusive factors that can damage the returns of partnerships or even cause relationships to go sour.
Health care expenditure is an important indicator of national development. The focus of this study is on opportunism in purchasing medical equipments. The scope of Taiwan’s medical equipment market is about 0.6% to 0.8% in the world. The medicines paid for by the National Health Insurance reach 31%, much higher than the 12% of other advanced nations. Advanced medical equipments would create information asymmetry. Information asymmetry is a kind of market imperfection, which enables a supplier to act opportunistically without being detected. This will then increase higher purchasing costs.
This study primarily involves a questionnaire survey, measuring governance, opportunism, trust, conflict, and relationship performance. All of the theoretical constructs were measured using a 7-point Likert scale, with 1 indicating very poor or highly disagree, and 7 indicating very good or highly agree. A copy of the questionnaire was mailed to the purchasing managers of each of the 479 hospitals on the list compiled by the Department of Health, R.O.C. (Taiwan).
This study confirmed a significantly negative relationship between governance mechanisms and supplier’s opportunism. The results indicate that the interactions of governance mechanisms are seen as determinants for opportunism. There is a general agreement that opportunism plays a critical role in purchasing relationships. Opportunism was negatively related to trust, cooperation, and future purchase intentions. Opportunism and functional conflict have a positive relationship. Opportunism and purchase intentions have a negative relationship. Functional conflict and purchase intentions have a positive relationship. Cooperation and relationship performance have a positive relationship. The study also discusses the theoretical and managerial implications of their findings.
|
|---|
