B2B情境下基于卖方视角的商业关系终止意向影响因素研究  

A Study of the Determinants of Business Relationship Termination Intention:From Seller's Perspective in B2B Context

作　　者：张婧[1] 何爽[1] 蒋艳新[1] 

机构地区：[1]华中科技大学管理学院

出　　处：《管理学报》2016年第1期138-147,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71272125);中央高校基本科研业务费资助项目(2014QN207)

摘　　要：通过案例研究,构建理论研究框架并提出研究假设;然后运用问卷调查,实证考察B2B企业的顾客关系终止意向的影响因素。研究发现,顾客关系终止意向由3种不同来源的影响因素所决定。1从组织内部因素来看,企业对顾客的(不)信任将会对其顾客关系终止意向产生重要影响,而沟通障碍、顾客企业机会主义行为以及合同履行能力是促使企业形成不信任感知的前因变量。2从组织间因素来看,关系管理能力负向影响顾客关系终止意向,而关系协调成本正向影响顾客关系终止意向。3从外部因素来看,替代品企业吸引力将促使企业考虑结束与现有顾客的合作关系。This study puts forward theoretical framework and presents research hypotheses based on case studies,and then empirically explores the determinants of customer relationship termination intention of industrial firms by questionnaire survey.The research finds that customer relationship termination intention is determined by factors from three different kinds of sources.Firstly,（dis）trust towards the customer,as a critical internal factor,exerts influential impacts upon customer relationship termination intention.To put it further,communication barrier,customer opportunist behavior and contract implementation capability are antecedents of distrust perception of the seller firm.Secondly,from inter-organizational perspective,relationship management capability negatively impacts customer relationship termination intention,while relationship coordination cost has positive impact upon this intention.Thirdly,alternative firms＇ attractiveness,as an external antecedent,will stimulate firms to consider ending cooperative relationship with current customers.This study makes significant theoretical contributions to literature of inter-organizational relationship（particularly customer relationship）management.

关 键 词：商业关系 顾客关系 终止意向 B2B情境 不信任 

分 类 号：C93[经济管理—管理学]