| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 101 === ABSTRACT
Facing with international competition and lower labor cost in developing countries, it is important for suppliers to maintain a good relationship with customers. This study will focus on customer competition, switching cost, and its relationship quality as three major factors to discuss supplier’s specific investment behavior. Environmental uncertainty will be used as contingency to analyze its moderating effect.
This research use resource base theory, transaction cost theory, and relational marketing theory as fundamental to carry on the real diagnosis investigation of nowadays’ industry. Validate the hypothesis of nowadays industry through collecting relevant information including questionnaire survey of these domestic and foreign enterprises. The validation result revealed: (1) Customer competition toward supplier in assisting customer with specific investment level has positive effect. (2) Supplier’s switching cost toward supplier assist customer with specific investment level has positive effect. (3) Supplier and customer engagement quality toward supplier in assisting customer with specific investment level has positive effect. (4) Under uncertain environment situation, this will lower customer’s relationship quality and its positive effect toward supplier’s specific investment. These hypothesis results meet this research’s expectation.
This research is done from supplier’s perspective to evaluate the investment effect factor of these domestic OEM when assist with these foreign branded customers. The result not only let these OEM clearly understand what factors will impact their relationship with these foreign branded companies. In parallel, OEM could use this research result to think in-depth on how to maintain their relationship with their customers.
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