协作性沟通对服务外包企业绩效影响的研究

发布时间：2018-04-13 00:13

本文选题：协作性沟通 + 沟通质量　；参考：《大连理工大学》2015年硕士论文

【摘要】：无论是市场营销研究者还是实践者都十分重视渠道沟通在渠道关系建设中的重要作用。渠道沟通在营销渠道运作过程中起着工具和载体的作用,对于合作伙伴来说,掌握渠道沟通的各个方面和维度,关注渠道沟通中的行为问题,提升渠道整体的沟通质量将有利于渠道的整体运作和企业绩效的提升。虽然学术界和实践界都已经认识到了渠道沟通对企业绩效和关系发展上的重要作用,但是对如何开展有效的组织间沟通以及对渠道沟通如何影响企业绩效的作用机理仍然不十分清晰。而且,随着企业业务的多样性不断发展,组织客户也来自于不同文化背景,组织文化对渠道沟通行为会产生怎样的影响呢?目前来看将组织文化与渠道沟通综合起来进行研究的少之又少。因此,本文从渠道沟通理论和文化理论入手,提出组织间协作性沟通的文化权变模型。本文的研究对象是提供外包服务的服务外包提供商,通过现有的沟通理论,对渠道沟通进行分类和维度划分,提出了由高频率、双向性、正式性和非强制性内容4个维度构成的二阶构念“协作性沟通”；然后通过理论回顾寻找协作性沟通影响企业绩效的中间变量,发现沟通质量对企业绩效有明显的作用,并且不确定性规避和权力距离对协作性沟通与沟通质量二者间的关系会产生调节作用,在假设推导的基础上通过实证研究对模型进行了验证。本文的研究结论：(1)营销渠道中,外包服务提供商的协作性沟通正向影响沟通质量；(2)渠道沟通质量会对企业绩效产生正向作用,沟通质量是协作性沟通与企业绩效的中间变量；(3)渠道沟通过程中,不确定性规避会增强协作性沟通与沟通质量的正向关系,即当不确定性规避程度较高时,将会增强协作性沟通对沟通质量的正向影响；(4)权力距离会减弱协作性沟通与沟通质量的正向关系,即当权力距离程度较高时,将会削弱协作性沟通对沟通质量的正向影响。本文创新点：分析了营销渠道中协作性沟通对企业绩效的影响机理；在组织间情境中探索了文化变量对协作性沟通和沟通质量之间的调节作用,丰富了文化对沟通行为和效果的理论研究,为企业管理者提供了优化渠道沟通体系的方向。
[Abstract]:Both marketing researchers and practitioners attach great importance to the important role of channel communication in the channel relationship construction.Channel communication plays a role as a tool and carrier in the process of marketing channel operation. For partners, we should master all aspects and dimensions of channel communication and pay attention to the behavior problems in channel communication.Improving the overall communication quality of the channel will be conducive to the overall operation of the channel and the improvement of enterprise performance.Although the academic and practical communities have recognized the important role of channel communication in enterprise performance and relationship development,However, the mechanism of how to carry out effective inter-organizational communication and how channel communication affects enterprise performance is still unclear.Moreover, with the continuous development of business diversity, organizational customers also come from different cultural backgrounds, how will organizational culture affect channel communication behavior?At present, the organizational culture and channel communication are rarely studied.Therefore, based on the theory of channel communication and cultural theory, this paper puts forward the cultural contingency model of inter-organization cooperative communication.The research object of this paper is the service outsourcing provider which provides outsourced services. Through the existing communication theory, the channel communication is classified and dimensionally divided, and proposed by the high frequency, bidirectional,The second order structure of "cooperative communication" is composed of formal and non-mandatory content, and then through theoretical review to find out the intermediate variables of collaborative communication that affect enterprise performance, it is found that communication quality has a significant effect on corporate performance.And uncertainty avoidance and power distance will regulate the relationship between cooperative communication and communication quality. The model is verified by empirical research on the basis of hypothesis derivation.In the marketing channel, the cooperative communication of the outsourcing service provider positively affects the communication quality. (2) the channel communication quality will have a positive effect on the enterprise performance.Communication quality is the intermediate variable of cooperative communication and enterprise performance. In the process of communication, uncertainty evading will enhance the positive relationship between collaborative communication and communication quality, that is, when the degree of uncertainty evasion is high,Power distance will weaken the positive relationship between cooperative communication and communication quality, that is, when the power distance is high, it will weaken the positive influence of cooperative communication on communication quality.This paper analyzes the influence mechanism of cooperative communication on enterprise performance in marketing channels, explores the role of cultural variables in regulating cooperative communication and communication quality in inter-organizational context.It enriches the theoretical research on communication behavior and effect of culture, and provides the direction of optimizing channel communication system for enterprise managers.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】