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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제18권 제3호
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2008.1
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111 - 127 (17page)

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Metal industry is one of the most representative heavy industries and the median sales volume of steel and nonferrous metal companies is over one billion dollars in the case America [Forbes 2006]. As seen in the recent business market situation, an increasing number of industrial manufacturers and suppliers are moving from adversarial to cooperative exchange attitudes that support the long-term relationships with their customers. This article presents the results of an empirical study of the antecedent factors of business relationships in metal industry of the United States. Commitment has been reviewed as a significant and critical variable in research on inter-organizational relationships (Hong et al. 2007, Kim et al. 2007). The future stability of any buyer-seller relationship depends upon the commitment made by the interactants to their relationship. Commitment, according to Dwyer et al. [1987], refers to "an implicit or explicit pledge of relational continuity between exchange partners" and they consider commitment to be the most advanced phase of buyer-seller exchange relationship. Bonds are made because the members need their partners in order to do something and this integration on a task basis can be either symbiotic or cooperative (Svensson 2008). To the extent that members seek the same or mutually supporting ends, there will be strong bonds among them. In other words, the principle that affects the strength of bonds is ‘economy of decision making’ [Turner 1970]. These bonds provide an important idea to study the causes of business long-term relationships in a sense that organizations can be mutually bonded by a common interest in the economic matters. Recently, the framework of structural bonding has been used to study the buyer-seller relationships in industrial marketing [Han and Sung 2008, Williams et al. 1998, Wilson 1995] in that this structural bonding is a crucial part of the theoretical justification for distinguishing discrete transactions from ongoing long-term relationships. The major antecedent factors of buyer commitment such as technology, CLalt, transaction-specific assets, and importance were identified and explored from the perspective of structural bonding. Research hypotheses were developed and tested by using survey data from the middle managers in the metal industry. H1: Level of technology of the relationship partner is positively related to the level of structural bonding between the buyer and the seller. H2: Comparison level of alternatives is negatively related to the level of structural bonding between the buyer and the seller. H3: Amount of the transaction-specific assets is positively related to the level of structural bonding between the buyer and the seller. H4: Importance of the relationship partner is positively related to the level of structural bonding between the buyer and the seller. H5 : Level of structural bonding is positively related to the level of commitment to the relationship. To examine the major antecedent factors of industrial buyer's structural bonding and long-term relationship, questionnaire was prepared, mailed out to the sample of 400 purchasing managers of the US metal industry (SIC codes 33 and 34). After a follow-up request, 139 informants returned the questionnaires, resulting in a response rate of 35 percent. 134 responses were used in the final analysis after dropping 5 incomplete questionnaires. All measures were analyzed for reliability and validity following the guidelines offered by Churchill [1979] and Anderson and Gerbing [1988]. , the results of fitting the model to the data indicated that the hypothesized model provides a good fit to the data. Goodness-of-fit index (GFI = 0.94) and other indices ( chi-square = 78.02 with p-value = 0.13, Adjusted GFI = 0.90, Normed Fit Index = 0.92) indicated that a major proportion of variances and covariances in the data was accounted for by the model as a whole, and all the parameter estimates showed statistical significance as evidenced by large t-values. All the factor loadings were significantly different from zero. On these grounds we judged the hypothesized model to be a reasonable representation of the data. The results from the present study suggest several implications for buyer-seller relationships. Theoretically, we attempted to conceptualize the antecedent factors of buyer-seller long-term relationships from the perspective of structural bonding in metal industry. The four underlying determinants (i.e. technology, CLalt, transaction-specific assets, and importance) of structural bonding are very critical variables of buyer-seller long-term business relationships. Our model of structural bonding makes an attempt to systematically examine the relationship between the antecedent factors of structural bonding and long-term commitment. Managerially, this research provides industrial purchasing managers with a good framework to assess the interaction processes with their partners and, ability to position their business relationships from the perspective of structural bonding. In other words, based on those underlying variables, industrial purchasing managers can determine the strength of the company's relationships with the key suppliers and its state of preparation to be a successful partner with those suppliers. Both the supplying and customer companies can also benefit by using the concept of ‘structural bonding’ and evaluating their relationships with key business partners from the structural point of view. In general, the results indicate that structural bonding gives a critical impact on the level of relationship commitment. Managerial implications and limitations of the study are also discussed.

冶金工业是最具代表性的重工业之一，根据《富布斯》2006年统计，美国的钢材和 非黑色金属冶金公司的平均销售量超过了十亿美元。就近期的市场状况来说，制造商 和供应商的态度正在从对抗转为合作，这一转变有助于与客户保持长期关系。本文展 示了的美国冶金工业业务关系的先行因子的研究结果。 在组织内部关系研究中，承诺被认为是显著决定性的变量(Hong. 2007, Kim. 2007)。未 来买卖双方关系的稳定性依赖于对互动关系的承诺。根据Dwyer的研究，承诺是指“对 交易伙伴关系持续性的暗示或明示性的约定”。他们认为承诺是买卖交易关系的最高 级阶段。 联系因为成员需要伙伴而产生。这种基于任务的集合是共生与合作的(Svensson 2008)。影响联系强度的基本条件是“决策的经济性”，这些联系为研究长期业务关系成 因提供了思路，此类研究认为各组织可以通过共同的利益稳定地联系。目前，结构联 系的框架用于研究产业营销的买卖关系。在此，结构联系是区分零散交易与长期关系 的重要标准。 本文从结构联系的角度识别和探索卖方承诺的主要先行因子，如技术、可替代性、交 易专用性资产和重要性。通过调查冶金业的中级经理搜集数据，提出和验证假设。 假设1：关系伙伴的技术水平与买卖双方的结构联系有正向关系； 假设2：可替代程度与买卖双方的结构联系有负向关系； 假设3：交易专用性资产与买卖双方的结构联系有正向关系； 假设4：关系伙伴重要性与买卖双方的结构联系有正向关系； 假设5：结构联系水平与关系承诺有正向关系； 向美国冶金行业的400位采购经理邮寄我们设计的问卷。共有139位返回了问卷，回 复率35%，134份用于信度和效度分析，模型拟和的结果表明，假设模型很好地拟合了数据(GFI = 0.94, chi-square = 78.02 with p-value = 0.13, Adjusted GFI = 0.90, Normed Fit Index = 0.92)，模型解释了大部分的方差和协方差，参数估计显示统计显著。全部因 子载荷显著不为零。基于上述结果，我们可以断定，假设模型能有效拟合数据。 研究结果对买卖双方的关系有一些启示。理论上我们从冶金业结构联系的角度概念 化买卖双方长期关系的先行因子。四个重要的结构联系的决定要素（技术、可替代水 平、交易资产专用性、重要性）是买卖双方业务关系的重要变量。本研究的结构联系 模型尝试系统性地检验机构联系先行因子与长期承诺的关系。从管理实践上，本研究 为采购经理提供了与其伙伴们建立互动联系和定位他们业务关系的框架。根据这些重 要变量，采购经理能确定公司与关键供应商的关系强度，以及如何同那些供应商结成 成功的合作伙伴。供应商和客户也能从使用“结构模型”受益，他们可以用这一模型评 估其与业务伙伴的关系。总之，研究结果显示，结构联系对关系承诺水平有重要影 响。对管理建议和研究局限性也进行了讨论。
#metal industry #buy #bonding #market

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/ / Research Paper, The Institute for the Study of Business Markets, 1989, The Pennsylvania State University, University Park: PA google schola / 2006 / Forbes, January 4, 2006, Forbes Inc google schola Anderson, J. / 1988 / Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423 google schola Anderson, James C. / 1984 / A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships / Journal of Marketing 48 : 62 ~ 74 google schola Churchill, G. / 1979 / A Paradigm for Developing Better Measures of Marketing Constructs / Journal of Marketing Research 16 : 64 ~ 73 google schola

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