| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 91 === Almost all past relationship marketing research and publications assert that relationship marketing is desirable for both companies and customers, and say nothing about its negative side. But is it true that relationship marketing is all good for customers without any negative impacts on them? The purpose of this study is thus to explore the negative perceptions by consumers of engaging in relational exchange, as well as the antecedents of such perceptions.
Results of this study involve: First, relationship length is positively related to relationship commitment, but is also related to some negative perceptions of relationships such as in fear of the stealing of private data and the reduction in both quality and quantity of information acquisition. Second, although relationship investment can contribute to consumer perceptions of satisfaction, trust, commitment, fairness, and relative performance in relation to a business, it also is found to be strongly associated with consumers’ overall negative perception of the relationship, and especially with perceptions of the increase of psychic cost and the reduction of choice availability. Third, consumer perceptions of satisfaction, trust, commitment, fairness, and relative performance for a business are all significantly and negatively related to consumers’ overall negative perception of the relationship. Finally, a further analysis indicates that trust, satisfaction, and relationship investment are the most important determinants that will influence consumers’ overall negative perceptions of relational exchange.
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