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題名:華人「關係」量表之發展-內部顧客觀點
作者:洪晨桓
作者(外文):Chen-Huan Hong
校院名稱:國立東華大學
系所名稱:企業管理學系
指導教授:祝道松
學位類別:博士
出版日期:2008
主題關鍵詞:量表發展內部行銷關係行銷「關係」relationship marketinginternal marketingscale developmentguanxi
原始連結:連回原系統網址new window
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「關係」是華人社會之人際關係的特殊機制,「關係」是指差序對待不同關係對象並遵循特定法則。華人社會對人際關係的認知有別於西方社會,西方人以交易成本理論、社會交換理論、與互動理論來分析關係;華人則以儒家主義與「關係」來引導華人社會集體主義與秩序的價值觀。
過去研究指出「關係」有助於企業在華人地區經商或有利於個人職涯發展。然而,儘管瞭解「關係」能增進對華人商業實務的理解,但「關係」的概念性定義尚未被清楚地界定。經本研究調查結果,過去涉及「關係」量測之實證研究不僅不多,且衡量內容與方式並不一致,此乃促成本研究發展「關係」量測工具之動機,希望能整合先前學者的研究成果來建構更完整的量表,衡量個人對特定目標對象的知覺「關係」程度。
為達成此研究目的,本研究首先彙整「關係」的研究議題、定義及研究方法,並從中歸納出「關係」的七項重要構面:人情、互惠、回報、私人互動、和諧、面子、差別對待,並依據相關學者觀點提出這些構面的操作型定義,及參考過去衡量方式來設計各構面的衡量問項;第二,採取徳菲法來確認初步量表的專家效度,除了刪去未獲共識的問項之外,也參考專家小組成員的建議來修正問項;第三,為避免僅從來自單一文化背景的樣本來確認華人文化的「關係」概念,於是針對有在台生活經驗的西方人進行深度訪談,以補充主位研究取向的不足;第四,進一步進行二項實證研究,第一項實證研究收集來自台灣地區不同產業之組織的正式員工,共416筆有效樣本,結果支持「關係」量表達到可接受的信度與效度,且因素結構具有相當程度的穩定性,第二項實證研究提出衍生議題來測試「關係」量表的可應用性,樣本特徵近似實證研究一之樣本,共獲得294筆有效樣本,研究二的實證結果不僅指出與「關係」攸關的重要前因與結果變數,亦呈現華人「關係」的強烈義務性。
本研究提出「關係」概念能夠量化與實證的佐證,此將有助於「關係」研究的理論建構與發展。以下歸結本研究重要結論如下:
一、在管理領域中,「關係」定義缺乏較為深刻的內容論述,而是假設性地、直覺地認為「關係」對華人地區商業活動有所影響。這將阻礙「關係」研究的進展,而本研究則提供將來「關係」研究可參考基礎。
二、從行為/活動來操作化「關係」程度是較具共識且可行的方法。本研究從行為面來量化「關係」程度,問項並不涉及任何道德面的內涵,而是以中性的意義來描繪雙方的互動事實。此方式最終獲得實證研究結果的支持。
三、本研究確認「關係」為個體的、多構面的構念。華人人際關係互動具有獨特的「關係」內涵,須遵守特定行為法則來建立與維繫「關係」,且「關係」的強烈義務性會影響華人的人際對待,「關係」實為華人商業實務的重要概念。
Guanxi is a special mechanism for interpersonal relationship of Chinese society. Guanxi means treating relational objectives in different ways and obeying particular rules. The cognition of relationship in Chinese society is quite different from that of the Western society. Westerners use transaction cost theory, social exchange theory and interaction theory to analyze the relationship, whereas Chinese guide their values of collectivism and order by Confucism and guanxi.
Past researches suggested that guanxi is beneficial for companies doing business in Chinese area or individual career progress. However, even though we can improve our understanding of Chinese business practices through realizing guanxi, the conceptual definition of guanxi is still not clear. There are not only very few studies providing the measurement of guanxi (only 15 from 1989 to 2007), but the contents and means of measuring guanxi constructs also fail to reach consensus, for this reasons, the study tries to develop the guanxi scale by integrating past researches to construct a more complete scale for measuring the perceived guanxi of specific individuals.
In order to achieve this objective, firstly, we collect and organize the topics, definitions and research methods of guanxi studies and conclude seven important dimensions: favors, mutual benefit, reciprocity, personal interaction, harmony, face, and differentiation, and we base on literatures to provided operational definitions and indicators of these dimensions. Secondly, we use Delphi methods to confirm the expert validity of the guanxi scale, and by doing this we can eliminate the non-consensus parts and revise the indicators. Thirdly, in the cause of preventing confirming guanxi concept solely from Chinese sample, we hold deep interviews with Westerners who have lived in Taiwan for a span to supplement the emic approach. Fourthly, we exercise two empirical studies. First empirical study collects sample of formal employees from different organizations of different industries, totally 416 effective samples, and the results confirm the reliability and validity of the guanxi scale; then the second empirical study provided derivative issue to test the application of the guanxi scale, and the sample characteristics were the same as the former study, totally 294 effective samples. The second empirical study not only indicated the important antecedents and consequences of guanxi, but also the intense obligation of guanxi.
This research provides the proof that the concept of guanxi could be measured, and it will improve the theoretical construction and development of the guanxi research. The important conclusions are as follows:
1. The definition of guanxi is lack of deeper discussion in the field of management. It’s intuitively assumed that guanxi has effects on business in Chinese area. It will hinder the progress of guanxi research, and this study provides basis for further researches.
2. Measuring guanxi by the behaviors/activities is a more common and feasible way. This study measures the guanxi construct based on behavioral indicators which are not involved in any ethical contents but more neutral statements to display the interaction realities between two relational objectives. Eventually it is supported by the empirical studies.
3. This study confirms guanxi is an individual and multi-dimensional construct. Chinese interpersonal relationship teems with guanxi, and people should follow the special rules to build and maintain guanxi. The intense obligation of gaunxi will actually affect the interpersonal treatment of Chinese, and therefore it’s an important concept for Chinese business practices.
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