A study of the relationship among motives, partner selection, managerial behavior and performance of issuing co-brander card between retail and bank

• Main Authors: Li-fang Yao, 姚立芳
• Other Authors: Ying-Kiat Kho
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/41516638146354998610

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === With the burning competition of global industry, hence strategic alliances become the one of many operating style. This study is to understand the relationship among motives, partner selection, managerial behavior and performance in retail. Retail of issuing co-brander card is main object of this research. Through questionnaires surveys, there are 70 questionnaires which I mail to retailers, and 51 questionnaires of them which were returned are effective 72.86%. according to these 51 questionnaries, these data collected were analyzed by SPSS and we find that the Cronbach’s αof influencing factors is above 0.8. It means the credibility is good. Then AMOS was used for data analysis, confirmatory factor analysis and validate research hypotheses. This research finds out these conclusions: 一、The relationship of alliance motives and performance: Cost and tactic motives had no impact on performance. There were positive relationship between complementary motives and performance. The image motives was positive correlated with the duration of alliances, the degree of finishing goal and the satisfaction of alliances. 二、The relationship of alliance motives and partner selection: The relationship of the cost motives and partner’s resources was positive. The relationship of the tactic motives and partner’s resources was positive. There were positive relationship between complementary motives and partner’s resources. The image motives was positive correlated with compatible factors. 三、The relationship of partner selection and performance: The compatible factors were positive correlated with the duration of alliance and degree of finishing goal. The cooperative relationship was positive correlated with the duration of alliance, degree of finishing goal and satisfaction of alliances. The relationship of partner’s resources and performance was positive. 四、The relationship of partner selection and managerial behavior: The compatible factors are positive correlated with communication and coordination of alliance and the control of alliance. The cooperative relationship had no impact on managerial behavior. The relationship of partner’s resources and control of alliance was positive. 五、The relationship of managerial behavior and performance: The plan of alliance was positive correlated with financial performances. The communication and coordination of alliances was positive correlated with degree of finishing goal and satisfaction of alliances. The control of alliances was positive correlated with performances.