| 关系营销导向对营销渠道中企业间关系质量的影响:跨组织人际关系的中介作用 |
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| 引用本文： | 周茵,庄贵军,崔晓明.关系营销导向对营销渠道中企业间关系质量的影响:跨组织人际关系的中介作用[J].预测,2011,30(2). |
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| 作者姓名： | 周茵 庄贵军 崔晓明 |
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| 作者单位： | 1. 西安交通大学,管理学院,陕西,西安,710049;过程控制与效率工程教育部重点实验室,陕西,西安710049
2. 中国石油天然气华东勘察设计研究院,山东,青岛,266071 |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 基于关系营销理论及渠道行为理论,以制造商与其经销商之间的关系为研究平台,检验了制造商的关系营销导向以及跨组织人际关系对与其经销商之间的企业间关系质量以及经销商投机行为的影响.研究结果表明:第一,制造商的关系营销导向对企业间关系质量有直接的显著正向影响,并且还可通过跨组织人际关系对企业间关系质量产生间接的正向影响;第二,企业间关系质量对经销商的投机行为有显著的抑制作用.
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| 关 键 词： | 关系营销导向 人际关系 企业间关系质量 投机行为 |
The Impact of Relationship Marketing Orientation on Interorganizational Relationship Quality in Marketing Channel:The Mediating Effect of Interpersonal Guanxi |
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| ZHOU Yin,ZHUANG Gui-jun,CUI Xiao-ming.The Impact of Relationship Marketing Orientation on Interorganizational Relationship Quality in Marketing Channel:The Mediating Effect of Interpersonal Guanxi[J].Forecasting,2011,30(2). |
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| Authors: | ZHOU Yin ZHUANG Gui-jun CUI Xiao-ming |
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| Institution: | ZHOU Yin1,2,ZHUANG Gui-jun1,CUI Xiao-ming3(1.School of Management,Xi'an Jiaotong University,Xi'an 710049,China,2.Key Lab of the Ministry of Education for Process Control & Efficiency Engineering,3.CPECC East-China Design Branch,Qingdao 266071,China) |
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| Abstract: | Based on the theory of relationship marketing and marketing channel behavior,this paper empirically tests the effects of manufacturers' relationship marketing orientation and interpersonal guanxi on interorganizational relationship quality which eventually affect the opportunistic behavior of dealers.It comes to the following conclusions: Manufacturers' relationship marketing orientation has a direct positive effect on interorganizational relationship quality,also,has an indirect positive effect through int... |
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| Keywords: | relationship marketing orientation interpersonal guanxi interorganizational relationship quality opportunistic behavior |
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