The Impacts of Petrol Stations’ Ownership Structure and Relationship Bonds on Relationship Commitment and Cooperation Intention

• Main Authors: Ghu-jen Wu, 吳巨仁
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/37553838900162640608

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === Using the sample of domestic petrol stations, this study examines the effects of the stations ownership structures on relational bonds, their relationship commitment to oil suppliers as well as cooperation in innovative projects. The empirical findings indicate that facing a fierce competitive environment, the stations with ownership structures of 100 percent and 30 percent up tend to take advantages of financial bonds with oil suppliers. Not only does the financial bond but also the level of social bond and the structural bond with oil suppliers influence petrol stations’ commitment to the relationship. In particular, the higher structure bond results in higher asset specificity, leading to increasing stations’ commitment. High commitment in the partnership is beneficial to stations’ resource utilization, as well as creation and development of cooperative undertakings. Thus, when the concerned parties develop commitment to their relationship as the basis for continuing cooperative efforts, this “inclination to commitment” becomes a key factor in effecting innovative operations. This study concludes that petrol stations, of which chain groups or oil suppliers maintain 100 percent ownership, have the greatest inclination to cooperation intentions with their relative oil suppliers. On the contrary, the stations with ownership structures of 100 percent and 30 percent up of ownership do not demonstrate the same inclination. This discrepancy evidences agency problems in petrol stations’ ownership.