TRUST AND CONTIUNITY OF RELATIONSHIP IN MATURE INDUSTRIAL MARKET – AN EMPIRICAL STUDY OF TAIWAN PLASTICS INDUSTRY

• Main Authors: YEN-JU LIN, 林晏如
• Other Authors: Pi-Chuan Sun
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/07045858720258904244

碩士 === 大同大學 === 事業經營學系(所) === 95 === The polythene plastics industry has a history of at least 60 years. A lot of competitors have increased the production capacity to upgrade their competence and how the supplier of plastics establishes long-term cooperative relationship to get win-win is a highly concerned issue as well. The supplier not only decreases production cost and increases the yield rate but also focuses on the extension of production capacity and marketing share. In such a hard circumstance, establishment of long-term cooperative relationship with the customer becomes more important. Although businesses are increasingly focused on the development of long-term and mutually beneficial relationships with customer, organization and employee (Kennedy, Ferrell and LeClair, 2001), marketing researches are less to consider the relational variables between person and organization in the past. Research in marketing had almost test model at only one relationship level (Macintosh and Lockshin, 1997). Therefore, this research examines the association between the customer’s trust and relationship continuity at both individual and organizational level. This research also explores the antecedents of trust, establishes a model and verifies the different effects of these antecedents on trust.