基于“商业友情-朋友形象”转化的组织间交换关系维持研究.docx

编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第164页 共164页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A Dissertation Submitted to Antai College of Economics andManagement, Shanghai Jiao Tong University for Doctoral DegreeMaintaining Inter-Organizational Exchange Relationships:The Role of Commercial Friendships -Friend Image ConversionSupported byNatural Science Foundation of China (No. 70472029)Ph.D. Candidate： Zhai SenjingStudent Number： 0061209018Supervisor： Prof. Huang PeiFocus Field： Marketing and Strategy ManagementMajor： Business AdministrationUniversity Code： 10248Antai College of Economics and ManagementShanghai Jiao Tong UniversityJune 7, 2012摘 要I摘 要 在当前的市场环境下，大量商业组织（“商业组织”以下简称“组织”）都超越单次交易，与合作者建立起了长期交换关系。如何在关系维持中获取更多收益，是组织关注的焦点。探讨如何有效地进行关系维持构成了一个重要的研究议题。进行关系维持，就是对处在维持阶段的交换关系进行管理。本文以“显性契约”和“规范契约”为标识，将组织间交换关系划分为四个不同阶段：建立、发展、维持、结束，指明维持阶段代表了这样一种情形：规范契约代替显性契约，成为了组织解决问题的“首选求助对象”。营销领域内有关组织间交换的文献对于如何管理维持阶段的交换关系即如何进行关系维持，言之甚少。本文在理论和实证两个层面上构建出了一个组织间关系维持的框架：它以目标组织（交换中的某个组织）传递“商业友情”、塑造“朋友形象”为起点，以对方组织从事公民行为作为终点。该框架有助于改善现阶段组织间交换关系研究内容的失衡，能够为实务界进行关系维持提供切实的指导意见。在构建该框架的过程中，本文主要进行了以下四个方面的创新：第一，提出了组织的“商业友情”、“朋友形象”概念，构建出了“商业友情朋友形象”转化。本文指出了 Heide 和 Wathne（2006）在界定“朋友角色”时的两个缺陷：第一，追求经济收益是组织存在的根本原因，它们会天然地以“商人角色”来从事交换活动，而不会扮演“朋友角色”；第二，“朋友角色”表达的是目标组织的“主我”朋友身份，它是自封的、无法体现出对方组织评判的。本文采用“商业友情”来体现组织朋友式的行事风格，以克服第一个缺陷；用表达组织“宾我”身份的“朋友形象”来代替“朋友角色”，以反映对方组织对目标组织的评判，以克服第二个缺陷。以“商人角色”为原点，则目标组织的位置可根据其“商业友情”的多寡而定友情多，距离原点愈远；友情少，距离原点愈近；无友情，则在原点上。对方通过观察目标组织的行为来感受其“商业友情”，进而判断目标组织是否、或在多大程度上具有“朋友形象”，使目标组织的“商业友情朋友形象”转化得以完成。该转化代表了一个描绘组织间关系的新视角。第二，引入“心理契约”概念，完善了现有的组织间交换关系研究框架，并在此框架下对“商业友情朋友形象”转化进行了解读。营销学者目前主要采用关系契约视角来开展组织间交换关系的研究。该视角假定组织在长期接触中会达到对“如何与对方打交道”的一致理解，即“目标组织朋友形象义务”与“对方（针对目标组织的）朋友形象期望”会趋于一致。问题是，双方针对对方的期望存在于各自的心理契约之中，无法被对方获知；目标组织认定的朋友形象义务与对方的朋友形象期望多会有上海交通大学博士学位论文II偏差，目标组织履行义务、传递友情的行为不一定会塑造出对方眼中的朋友形象。本文引入了“心理契约”概念，用“关系契约+心理契约”视角修订了“双方对如何与对方打交道有一致理解”的假定，完善了现有的组织间交换关系研究框架。目标组织的“商业友情朋友形象”转化体现了对方心理契约的作用，可在完善后的研究框架中获得定位。第三，提出了商业友情的三个维度，实现了对“商业友情”的度量。本文围绕着信息传递，在服务型连锁体系中抽取出了反映组织“商业友情”的三个维度：“自我披露”、“亲密”、“共生倾向”。“自我披露”反映的是加盟商认为连锁商积极进行专有信息传递的程度；“亲密”反映的是加盟商在多大程度上认为连锁商通过信息传递在两者之间建立了密切的联系；“共生倾向”反映的是加盟商在多大程度上认为连锁商在信息传递中践行了互惠准则。这三个维度能够体现出不同的规范，切合了交换关系维持阶段的特征规范契约是交换双方解决问题的首选求助对象、在交换中起主导作用。本文采用这三个维度作为一阶因子，对“商业友情”二阶因子进行反映。基于从房地产中介加盟商处获取的 156 份有效问卷，本文采用结构建模方法，对此二阶因子模型进行了分析，所得结果显示这三个维度能够反映“商业友情”。第四，验证了传递“商业友情”、 塑造“朋友形象”的作用。本文提出了连锁商“商业友情朋友形象”转化发挥作用的路径为：（连锁商）商业友情（连锁商、加盟商）朋友形象（加盟商）满意加盟商公民行为。其中，加盟商公民行为包括“信息共享_可理解性”、“信息共享_数量”、“正向口碑”、“留存意愿”，它们不在显性契约之列、可由加盟商自由把握，但却能对连锁商的经济收益产生显著影响。本文采用偏最小二乘法，根据从房地产中介加盟商处获取的 156 份有效问卷对此路径进行了实证检验，结果显示：连锁商的商业友情传递会塑造出“连锁商朋友形象”、会激发出“加盟商朋友形象”。通过这两种朋友形象，商业友情除了不能显著促进“信息共享_数量”之外，会对“信息共享_可理解性”、“正向口碑”、“留存意愿”产生正向影响。这表明，“商业友情朋友形象”转化发挥作用的路径总体上是成立的，以“传递商业友情、塑造朋友形象”来进行关系维持是可行的。至此，组织间交换关系维持框架得以建立。 关键词：组织，交换关系维持，商业友情，朋友形象，心理契约AbstractIIIABSTRACTIn todays dynamic business environment, organizations have moved away from singletransactions and toward entering into long-term exchanges, relating their constantly seeking ofgreater benefits with the lasting of their exchange relationships. Maintaining relationships has thusbecome a research topic of great significance in marketing.To maintain relationships is to engage in relationship management when it has evolved intothe maintenance phase. This dissertation, by employing two variables of Explicit Contracts andNormative Contracts to indicate the way relationships are governed, identifies four distinctrelationship phases: building, development, maintenance, and dissolution, and specifies themaintenance phase as representing a situation where normative contracts primarily govern therelationship in lieu of explicit contracts. Given empirical studies in the marketing domain haveseldom been done on relationship maintenance, the purpose of this dissertation is to buildtheoretically as well as empirically a relationship-maintaining framework. The frameworksunderlying philosophy is proposed to be that by sending out commercial friendships and buildingup a friend image, the focal organization could induce favorable citizenship behaviors from itscounterparty.It is argued this framework will not only help to redress the imbalance in extant research, butcan offer useful managerial suggestions to practitioners. In realizing construction of therelationship-maintaining framework, this dissertation could have made four aspects ofcontributions as follows.First, concepts of Inter-organizational Commercial Friendships and Friend Image wereproposed, and a Commercial Friendships-Friend Image conversion was further built up.The dissertation identified two limitations in Heide and Wathnes defining of organizationalroles: (1) business organizations ultimate goal is to pursue economic interests, so that theyinherently play a businessman role, other than a friend role, participating in exchange activities;(2) a presumed friend role comes as a friend identity that is self-defined from the I aspect by thefocal organization, so that it cannot be perceived and judged by, and thus bears no essentialmeaning to, its counterparty. To overcome limitation (1), this dissertation employed a concept ofCommercial Friendships to capture the extent to which an organization behaves like a friend andsends friendships to its counterparty; to overcome limitation (2), this dissertation defined上海交通大学博士学位论文IVorganizational identity form the me aspect, and substituted Friend Image with Friend role toreflect how the focal organization is perceived and judged by its counterparty.It is proposed that if the businessman role is considered as the origin point of the frame ofreference for positioning, and so as to characterize, a business organization, then the moreCommercial Friendships an organization sends out, the farther it is away from the origin, awayfrom playing a pure business role, and vice versa. And in theory, the organization will be at theorigin should it display no friendships. Meanwhile, its counterparty, by perceiving the friendships,would judge whether, and to what extent, the organization has shown a Friend Image. As such, aCommercial Friendships-Friend Image conversion is realized, and a distinctive perspective isbrought out by this conversion for the understanding of inter-organizational exchangerelationships.Second, with introduction of the concept of Psychological Contract, the extant frameworkfor analysis of inter-organizational exchange relationships was improved, and apprehension of theCommercial Friendships-Friend Image conversion from a framework perspective was achieved.Marketing scholars have primarily taken a relational contracts perspective to examineinter-organizational relations. Implicitly, the perspective presumes two organizations involvedwould perceive how to deal with the other in an identical manner; that is, Friend Imageobligation assumed by the focal organization and Friend Image expectation of its counterpartycould converge at one point where they are completely, or almost completely, overlapped.However, organization expectations are in fact held in their psychological contracts and, therefore,they cannot be totally shared by the counterparties. As such, occurrence of a Friend Imageobligation-expectation discrepancy more general, which indicates that the focal organizationssending friendships and fulfilling obligation cannot guarantee a fiend image in the eyes of itscounterparty.Recognizing the existence of psychological contracts, this dissertation maintained that arelational contracts combined with psychological contracts perspective would leadinter-organizational relationship research to dispose of its current too theoretical, as well asunrealistic, presumption. Accordingly, an improved framework for analysis of inter-organizationalexchange relationships was engendered. Whats more, Commercial Friendships-Friend Imageconversion of the focal organization can now find itself a position within the framework, for itsoccurrence resulted from functionality of its counterpartys psychological contracts.AbstractVThird, three dimensions of Commercial Friendships were identified, and a measure of theCommercial Friendships concept was obtained.Three commercial friendship dimensions were extracted with a focus on information transferin the service franchising context, which included self-disclosure, closeness, and communalorientation. Self-disclosure is to reflect the extent to which a franchisee considers its franchisor asactive in transferring its proprietary information; closeness, the extent to which a franchisee sensesan intense connection between its franchisor and itself; and communal orientation, the extent towhich a franchisee perceives its franchisor as practicing reciprocity, i.e., as being concerned withits welfare. And these dimensions relate to relational contract norms that primarily governinter-organizational exchanges in the Relationship Maintenance Phase.The dissertation attempted to use them as first-order factors to reflect the second-order factor,Commercial Friendships. Structural Equation Modeling was employed to estimate the model withdata from a survey of 156 franchisees of real-estate agency. The results indicated the model couldhold; operationalization of Commercial friendships was thus realized.Fourth, the effect of sending Commercial Friendships and building the Friend Image onmaintaining inter-organizational relationships was tested.A path was put forward exhibiting how commercial friendships and the friend image playtheir roles in maintaining relationships. The path suggested (1) the franchisors commercialfriendships transfer would help itself to create a Friend Image, and would make a franchisee (itscounterparty) be more inclined to show a Friend Image, too; (2) the two types of Friend Imagewould positively influence a franchisees perception of satisfaction; (3) and a franchiseesperception of satisfaction would encourage it to engage actively in citizenship behaviors ofInformation Sharing _Information Comprehensibility, Information Sharing _ Information Quantity,Word-of-Mouth, and Retain Intention. These behaviors are not stipulated in the explicit contractsbetween the franchisor and its franchisees, so their performance is decided voluntarily by thefranchisees, but they do have a significant effect on the franchisors economic outcome.Partial Least Square was used to test 10 hypotheses accompanying the path with data from asurvey of 156 franchisees of real-estate agency. The results supported the effects suggested by (1)and (2), and partially supported effects suggested by (3).That is, except for Information Sharing _Information Quantity, Commercial Friendships and Friend Image could exert a positiveinfluence on all other constructs. Overall, the results were able to justify the effect of Commercial上海交通大学博士学位论文VIFriendships-Friend Image conversion on relationship maintenance; a relationship-maintainingframework was thus built up.KEY WORDS: organization, exchange relationship maintenance, commercial friendships,friend image, psychological contracts目 录VII目 录第 1 章 绪论.11.1 研究目标 .11.1.1 交换关系维持.11.1.2 “交换关系维持”研究面临的局限.41.1.3 研究目标.101.2 研究问题 .111.3 研究创新点 .121.4 研究方法 .131.5 论文结构 .14第 2 章“商业友情朋友形象”转化的构建.152.1 “商业友情朋友形象”转化 .152.1.1 “朋友角色”概念.152.1.2 “朋友角色”概念的缺陷.172.1.3 “商业友情”概念的提出.182.1.4 “朋友形象”概念的提出.182.1.5 “商业友情”与“朋友形象”的关系.212.2 组织间交换关系研究框架.232.2.1 关系契约及关系契约视角.232.2.2 关系契约视角分析组织间交换的合理性 .292.2.3 现有的组织间交换关系研究框架.312.2.4 组织间交换关系研究框架的完善.452.3 “商业友情朋友形象”转化在研究框架中的解读 .492.4 本章小结 .52第 3 章 研究假设及概念模型.533.1 商业友情维度的确定 .533.1.1 抽出商业友情维度的情境.533.1.2 商业友情维度界定.54上海交通大学博士学位论文VIII3.1.3 商业友情维度内涵.563.2 商业友情对朋友