A Study on buyer-seller relationship by the Perspective of Relationship Marketing--Take Taiwan electronic component industry as Examples

• Main Authors: HSAIO YU WEI, 蕭又瑋
• Other Authors: 曾光榮
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/06585861759999934551

碩士 === 玄奘大學 === 企業管理學系碩士班 === 93 === In the trend of industry hyper-competition, electronic component industry must take the net channel composed of relationship into account in its operation. Companies must evaluate their relationship with other companies and think about how to utilize their relationship net to achieve long-term goal and competitive advantage. According to Michael Porter , each nation has to find out the niche in competition and meanwhile exploit the group effect in order to make her industry competitive in the international market. Therefore, the cooperation among enterprises becomes the key factor to conquer the market. It will be an important issue to examine relationship marketing in enterprise. In this study, we made questionnaire to electronic component industry from the perspective of relationship marketing and reviewed each related variable that influences company’s loyalty. By using Statistical Package for Social Science (SPSS) to analyze the 109 sample firms, we make the conclusion as below: 　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 1. The relationship marketing is a common practice in Taiwan’s electronic component industry. 　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 2. Product trait and relationship trait may influence trust positively while venturing behavior may influence trust negatively.　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 3. The variable of trust plays a key factor in relationship marketing.　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 4. Bilateral communication is important in relationship marketing.　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 5. Venturing behavior may hurt mutual trust. 　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 6. Trust may influence loyalty positively.　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　 We expect the result of this research can make firms invest adapted resource on buyer-seller relationship and continue to build up long-term cooperation for creating competitive advantage and a win-win situation.