基于“商业友情朋友形象”转化的组织间交换关系维持

申请上海交通大学博士学位论文基于“商业友情－朋友形象”转化的组织间交换关系维持研究研究方向：营销与战略管理学科：企业管理学校代码：10248上海交通大学安泰经济与管理学院2012年6月7日ADissertationSubmittedtoAntaiCollegeofEconomicsandManagement,ShanghaiJiaoTongUniversityforDoctoralDegreeMaintainingInter-OrganizationalExchangeRelationships:TheRoleof‘CommercialFriendships-FriendImage’ConversionSupportedbyNaturalScienceFoundationofChina(No.70472029)Ph.D.Candidate：ZhaiSenjingStudentNumber：0061209018Supervisor：Prof.HuangPeiFocusField：MarketingandStrategyManagementMajor：BusinessAdministrationUniversityCode：10248烤Antai厕Coll复egeo列fEco嘉nomic丙sand另Mana皮gemen敏t介Shang腹haiJ锦iaoT求ongU变niver均sity崇June绳7,20掉12偶摘状性要I摘要

庙在当前的市值场环境下，版大量商业组电织（“商业废组织”以下适简称“组织灰”）都超越母单次交易，见与怀合作者建立辱起了长期交碰换关系。如概何在关系维私持中获取更燃多收益，是寒组织关注的鸡焦点。探讨碑如何遗有效地进行忧关系维持构桃成了一个重筑要的研究议脾题。腔进行关系维沿持，就是对狸处在维持阶剂段的交换关稀系进行管理累。本文以“早显性契约”宿和“规范契订约”为标识怨，将组织间恭交换关系划蕉分为四个不耀同阶段：建描立、发展、亦维持、结束饼，指明维持欣阶段衣代表了这样恋一种情形：滔规范契约代京替显性契约另，成为了组虏织解决问题吼的“首选求脚助对象”。托营销采领域内有关拔组织间交换深的文献对于共如何管理维增持阶段的交蓝换关系——艰即如何进行控关系维持，神言之拉甚少。本文膊在理论和实币证两个层面螺上构建出了霜一个组织间镜关系维持的肝框架：它以基目标组织（转交换鹊中的某个组菌织）传递“提商业友情”联、塑造“朋凡友形象”为榨起点，以对碌方组织从事挽公民行为作赌为终偏点。该框架叫有助于改善赤现阶段组织庆间交换关系锐研究内容的悼失衡，能够被为实务界进拼行关系维持手提供杠切实的指导顽意见。在构验建该框架的瘦过程中，本乌文主要进行素了以下四个疮方面的创新变：世第一，提出传了组织的“驳商业友情”皂、“朋友形粒象”概念，虫构建出了“棚商业友情－腔朋友形象”转化。监本文指出了笛Heid龄e蛇和妥Wath每ne仙（海2006难）在界定“脆朋友角色”纹时的两个缺引陷：第一，匆追求经济寇收益是组织隐存在的根本泥原因，它们烘会天然地以役“商人角色滔”来从事交婚换活动，而他不会扮演“罩朋友搅角色”；第母二，“朋友袄角色”表达壁的是目标组橡织的“主我敬”朋友身份叔，它是自封字的、无法体竞现出对粗方组织评判父的。本文采柄用“商业友谨情”来体现扛组织朋友式崭的行事风格描，以克服第狮一个缺陷；灰用表萍达组织“宾凳我”身份的皱“朋友形象缘”来代替“锈朋友角色”把，以反映对森方组织对目纱标组织的评姓判，寒以克服第二肿个缺陷。床以“商人角托色”为原点宝，则目标组奔织的位置可驳根据其“商淘业友情”的窄多寡而定—籍—友情多，榨距离原点愈驰远；友情少廊，距离原点竭愈近；无友岂情，则在原崇点上。对方让通过观察目辆标组织的行塑为来额感受其“商荐业友情”，澡进而判断目嫁标组织是否坟、或在多大拾程度上具有摆“朋友形象颠”，使目标兆组织的状“商业友情优－朋友形象快”转化得以乞完成。该转曲化代表了一俭个描绘组织爸间关系的新诚视角。亦第二，引入植“心理契约睁”概念，完制善了现有的季组织间交换斑关系研究框冒架，并在此期框架下对虑“商业友情拍－朋友形象气”转化进行因了解读。洒营销学者目售前主要采用揉关系契约视笼角来开展组羞织间交换关右系的研究。快该视角假定狸组织在长期葡接触中会达盖到对“如何籍与对方打交凭道”的一致蓬理解，即“琴目标组织‘谎朋友形象’葬义务”与“庙对方祝（针对目标挠组织的）‘作朋友形象’优期望”会趋暖于一致。问险题是，双方牌针对对方的菠期望存在于惊各自纳的心理契约芒之中，无法构被对方获知摸；目标组织家认定的朋友零形象义务与厉对方的朋友役形象期望多左会有上海交谷通大学博士喉学位论文II偶偏差，目标嚷组织履行义锡务、传递友爹情的行为不振一定会塑造极出对方眼中艰的朋友形象鼓。律本文引入了态“心理契约剂”概念，用放“关系契约币+啦心理契约”覆视角修订了狭“双方对‘于如何与对柿方打交道’茫有一致理解颠”的假定，企完善了现有纤的组织间交等换关系研究协框架。目标蛋组织的“商反业友线情－朋友形龄象”转化体午现了对方心山理契约的作汁用，可在完简善后的研究眼框架中获得过定位。蹦第三，提出舞了商业友情男的三个维度树，实现了对拍“商业友情赚”的度量。娘本文围绕着碎信息传递，友在服务型连给锁体系中抽鹅取出了反映水组织“商业挎友情”的三觉个维度：“伤自伯我披露”、伯“亲密”、递“共生倾向俩”。“自我爆披露”反映莲的是加盟商锋认为连锁商伟积极进行专阁有信息传递渡的程度；“题亲密”反映追的是加盟商慈在多大程度湿上认为连锁穷商通过信息惨传递在两者杀之间建立了矛密切狂的联系；“慰共生倾向”堪反映的是加刑盟商在多大私程度上认为签连锁商在信东息传递中践映行了互惠准秤则。撑这三个维度岩能够体现出车不同的规范位，切合了交艰换关系维持腹阶段的特征华——规范契在约是交换双绿方解卵决问题的‘瘦首选求助对暗象’、在交相换中起主导如作用。穿本文采用这晚三个维度作雷为一阶因子坚，对“商业随友情”二阶再因子进行反奸映。基于从以房地产中介五加盟商处获策取的职156源份有效问卷病，本文采用眠结构建模方狗法，对此二诚阶因子模型彩进行了分析搬，洗所得处结果显示这朽三个维度能舅够反映“商声业友情”。际第四，验证蔬了传递“商削业友情”、住钥塑造“朋友旋形象”的作却用。岸本文提出了耳连锁商“商培业友情－朋己友形象”转她化发挥作用验的路径为：稻（连锁商）顺商业友情—鉴—（连锁商么、加盟商）向朋友形象—忍—（加盟商党）满意——坟加盟商公民泰行为。其中市，加盟商公美民行马为包括“信福息共享饥_敲可理解性”朋、“信息共累享缎_旅数量”、“独正向口碑”公、“留存意盒愿”，它们线不在显性契款约之列、可易由加盟商自苏由把握，但逐却能对连锁束商的经济收贼益产生显著寄影响。袖本文采用偏悦最小二乘法锹，根据从房沈地产中介加招盟商处获取搁的橡156桐份有效问卷讲对此路径进率行了紫实证检验，滨结果显示：深连锁商的商焰业友情传递借会塑造出“欲连锁商朋友以形象”、会辈激发出“加炸盟商竿朋友形象”援。通过这两雨种朋友形象抗，商业友情校除了不能显史著促进“信策息共享懂_出数量”之外搏，会对“信关息共享岛_裁可理解性”隔、“正向口堵碑”、“留条存意愿”产刻生正向影响聪。这表明，物“商业友情爱－朋友形象取”夺转化发挥作启用的路径总属体上是成立纳的，以“传炒递商业友情偏、塑造朋友欠形象”来进锹行关系维持果是可律行的。至此封，组织间交萌换关系维持钩框架得以建握立。

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类表矮2先‐抛1斩：关系契约件与个别交易肿的区别蝶.....拉.....根.....表.....穴.....炊.....老.....哲.....兽.....芹.....育.....眨.....鲜.....朗.....肌.....色.....教.....磨.....码.....蛛....2品4

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悬表有2割‐仙3乞：关系契约励视角下的组垄织间交换关锤系管理研究拖举例前.....腊.....阅.....牢.....洪.....婶.....瓣.....效.....乎.....些.....痰.....振.....龄...42吴

搜表导2旦‐拒4栽：显性契约备、规范契约哄、心理契约网之间的区别蹈.....聪.....序.....延.....泼.....牧.....食.....挪.....射.....凉.....黄.....久.....罗.....静.....冬.47

票表洽3叼‐固1膏：友情三维仁度的代表性垂研究泼....冻.....棉.....田.....列.....旺.....蕉.....史.....辫.....擦.....竖.....向.....永.....配.....扔.....物.....鸦.....吹.....猾.....吗.....缎...55搜

哗表咐3科‐泥2耀：商业友情东三维度的内走涵说明赵.....周.....伪.....土.....虾.....对.....风.....番.....层.....轨.....糖.....供.....傲.....宣.....伤.....础.....死.....滩.....途.....需....5龟7

户表利3虫‐弊3昌：从两组角故度界定满意蜘的研究拢.....配.....邀.....粉.....闪.....替.....津.....沿.....嗽.....剂.....隔.....盏.....恢.....守.....拣.....和.....渣.....爸.....腹.....触....6讯3

插表亭3斑‐新4纵：不同情境预中“公民行止为”的比较鸦.....越.....乔.....嘉.....恐.....蒙.....待.....膊.....妖.....紧.....咽.....蜘.....细.....理.....杜.....旁.....适.....胸.....属.70

脱表庸3活‐彼5抖：研究假设绣列表先....她.....突.....妻.....柄.....叼.....公.....画.....待.....判.....秩.....篮.....吴.....向.....买.....灭.....静.....奔.....低.....边.....据.....威.....洽.....挂.....州...73自

个表鸡4茅‐意1愉：研究