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Article
Publication date: 7 August 2007

Shueh‐Chin Ting, Cheng‐Nan Chen and Darrell E. Bartholomew

The purpose of this paper is, first, to provide a comprehensive discussion about entrepreneur opportunism's antecedents (uncertainty, information asymmetry, asset specificity and…

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Abstract

Purpose

The purpose of this paper is, first, to provide a comprehensive discussion about entrepreneur opportunism's antecedents (uncertainty, information asymmetry, asset specificity and relational exchange) and consequences (transaction cost, trust, commitment, performance, and cooperation) and, second, to construct a model by linking entrepreneurs' opportunism and its antecedents and consequences.

Design/methodology/approach

The paper tests the theoretical construction empirically. In total, 200 retailers of the computer industry in Taiwan participated in the investigation. The linear regression analysis is applied to the tests of the hypotheses.

Findings

The study finds that uncertainty and information asymmetry induce the generation of entrepreneurs' opportunism, while asset specificity and relational exchange can be used to lower entrepreneurs' opportunism. Entrepreneurs' opportunism incurs transaction costs and lowers trust, commitment, performance, and cooperation.

Research limitations/implications

Limitations associate with the model variables, the cooperative willingness of retailers, the empirical industry and country, and the explored relationships. However, the model provides a basis for further studying the antecedents and consequences of an entrepreneur's opportunism.

Practical implications

Insights derived from this study will provide managers with the appropriate strategies of relationship marketing to solve opportunism's problem in a channel relationship and attain better relationship outcomes.

Originality/value

This study integrates the antecedents and consequences of entrepreneurs' opportunism in one model. From a managerial perspective, the results of this study are of importance because they provide evidences for the causal relationships of entrepreneur's opportunism.

Details

Journal of Business & Industrial Marketing, vol. 22 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 November 2002

Cheng‐Nan Chen and Shueh‐Chin Ting

Although the applications of grey system theory have been prosperous in the engineering field, there are very few applications to the management field. We argue that this theory…

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Abstract

Although the applications of grey system theory have been prosperous in the engineering field, there are very few applications to the management field. We argue that this theory is worthy of promotion to the management field. Therefore, the main purpose of this study is to demonstrate the application of grey relation analysis, one part of the grey system theory, by analyzing the topic of service quality and customer satisfaction. Customers of the auto repair industry were chosen to find out the grey relation order of Parasuraman et al.’s ten factors. Tries to prove whether or not service quality and customer satisfaction are two different constructs. Finally, tries to verify the relative importance of technical quality and functional quality on service quality and customer satisfaction. The following is an enumeration of the important conclusions: each quality factor has a different effect upon service quality; each quality factor has a different effect upon customer satisfaction; service quality and customer satisfaction are different constructs in the minds of the consumers; technical quality and functional quality are of equal importance to service quality and customer satisfaction.

Details

International Journal of Quality & Reliability Management, vol. 19 no. 7
Type: Research Article
ISSN: 0265-671X

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