营销渠道成员关系承诺价值研究.docVIP

营销渠道成员关系承诺价值研究 2003/09 总第27><69期商业研究COMMERC1AL RESEARCH 文章编号1001-148x(2003)09-0027>03营销J要道成员系象承错价值研究王泽华虞晓君字怀祖王毅2(西安交通大学1管理学院2瑞森企业集团，陕西西安710049) 摘要是革承诺且盹的是果造成员期望她持与革-;4>#ff66ff'>.U!是革的一种态度#ff66ff'>.官被营销学者认均是规道成员是革保持的基k#ff66ff'>.罹道成员产生是革永诺志在的前提是其是革承诺价值的存在#ff66ff'>.在给由是革承诺价皑的成分构成及理论什耳公式的基础主，用是革承诺价值指标作坤是草生命周期阶段的划分指标，通免了用主易额JJ#ff66ff'>.~&#039;J润作为划分指标、可能~??陶和技大是草草??l实际状态的问l!#ff66ff'>.关键词营销果道，县革承诺，价值研究中图分类号F713#ff66ff'>.5 文献标iR码&#039;AStudy on the Value of Relationship Commitment in Marketing Channel WANG Ze-hua’, YU Xiao-jun’, LI Huai血气WANGYi’ (1#ff66ff'>. College o( Manageme叫Xi&#039;allJiaolOlIg Universi问刀&#039;QIl710049, Chinaj 2#ff66ff'>.JdrisillX Grollp Corporatiofl Limited, Xj’an Jiaotong UlIiversity, Xi’all 710049, Ch川a)Abstract: Relationship commitment reflects the attitude of channel members expectation to keep the relatJonship with another channel members#ff66ff'>. lt is regarded as the basis of the maintenance of member’s relationship#ff66ff'>. The existance of the value of relationship commi抽lentis the premise for the occurance of member’s attitude 10 relationship#ff66ff'>. The ingredients of the value of applicat onal relationship commitment and theoretical fonnula ??ndicate the value of relationship commitment as the index of divide in the relationship of life cycle#ff66ff'>. While hy using the index of transaction quota or profit could distort and enlarge the realistic status of relationship development Key words: marketing channel;因lationshipcommitment; value analysis 一、研究背&#039;是关系契约成立的要件#ff66ff'>.为此，Be町&Parasuraman 营销模迫成员关系保持是营销理论界和实践工作(1991)曾指出;关系是建立在双方相互承诺的基础之者长期以束十分关注的焦点问题#ff66ff'>.制造商有效地保持上的\客户对关系这种心理契约所做出的承诺，可与经销商的交易关系，能够使双边关系长期稳定，从以是心理、口头、书面，也可以是行动#ff66ff'>.而给制造陶和1经销商带来巨大的竞争优势#ff66ff'>.阜期的学者们研究的是关系承揽行为，认为承诺关系准诺实质指的是海道交易伙伴期望维持与另行动，如i专用资产投资有利于企业阎长期关系的发一个成I}I:K系的态度#ff66ff'>.西方营销学者经过大量的研展#ff66ff'>.因此，以Dwyer，Schurr & Oh (1987)为代表究，ìl[实&#039;茸梢渠道成员的关系承诺态度是渠道关系建的学者最早从行为的角度#ff66ff'>.把关系承i苦定义为交易伙立和(&#039;!lj守的基石和前提(Ruyler& Moonnan, 2001)#ff66