| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === ABSTRACT
In the past two dacades, the high-tech industry have turned their manufacture from in house to subcontracting Taiwanese firms for OEM(Original Equipment Manufacture) because of Taiwanese firms performing professional OEM and having one-time solution advantages. Moreover Taiwanese firms exert great effort in innovation. These factors facilitate Taiwan to become a high-tech island. Currently,Taiwan exists a large amount of manufacturers and suppliers and they both encounter extreme cost competition pressure. For the long-term survival and development concern, the turning point will be toward partnership to improve competition advantages and customer satisfaction.
Because past studies are less focused on high-tech industry research, this study is aimed at understanding how manufacturers and suppliers in the high-tech industry build up and maintain their mutual relationships. We expect this effort will make up the insufficient research in this area. Furthermore, because it is hard to set up common rule for every industry, it is essential to focus on specific industries to study their relationship marketing.
The purpose of this study is to understand (1)the determainats that decide the parternership relationships among the manufacturers and their suppliers in the high-tech industry﹐and(2) whether these factors will affect the maintenance of those long-term partnerships through the mediation of trust and commitment.
This study had surveyed 240 Taiwanese high-tech industry companies﹐the total valid questionnaires are 117. Statistical analyses of the study showed that: (1) The supplier’s relationship-specific investments﹐satisfactions with past cooperation outcomes﹐communication between the manufacturer and supplier﹐and the length of the relationship between the manufacturer and its suppliers were significantly and positively associated with the manufacturer’s trust in and commitment to its suppliers. (2)The manufacturer’s trust in suppliers was significantly and positively associated with its commitment to suppliers. (3) Trust and commitment were significantly and negatively associated with the propensity to leave. And(4) Additional analysis revealed that most of the four relationship determinants were significantly and negatively linked with propensity to leave
The results of the study can provide important guidelines to Taiwanese high-tech manufacturers and their suppliers about how to practice relationship marketing and enhance their competitive advantages. The author discussed the implications of these findings and offered some suggestions for Taiwanese high-tech manufacturers and their suppliers﹐as well as several directions of future research.
Keywords: high-tech industry, relationship marketing, trust, commitment﹐propensity to leave
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