1. IntroductionThe importance of re

1. Introduction
The importance of relationship marketing is reflected in
the numerous advantages that have been attributed to it by
prominent scholars (e.g., Madhok & Tallman, 1998; Morgan
& Hunt, 1994). Inter-organisational relationships may also
be beneficial in the context of supply chain management
(SCM) that requires the integration of the business partners
in the supply chain. This importance has been recognised
and highlighted in distribution channel studies (e.g.,
Anderson & Weitz, 1992; Lusch & Brown, 1996) and
theoretically analysed in the context of supply chain
management and performance (Stank, Goldsby, & Vickery,
1999). Despite this importance, certain authors have highlighted
gaps in the literature, particularly in the empirical
examination of inter-organisational relationships in channels
and logistics (Frazier, 1999; Siguaw, Baker, & Simpson,
2003). Specifically, little attention has been paid to the
antecedents of relationship orientation and the potential
performance consequences of relational exchange in supply
chains (Prahinski & Benton, 2004).
This paper seeks to examine the effect of intra-organisational
learning in the orientation of a firm towards relationship
development. The terms ‘‘organisational learning’’ and
‘‘intra-organisational learning’’ are used interchangeably in
this paper. Organizational learning occurs within individual
organizations but it is a function of the interaction among
channel members (Lukas, Hult, & Ferrell, 1996). On this
basis organizational learning can be conceptualized as a
potential contributor to relationship development in the
interaction between logistics service providers (LSPs) and
their clients. Selnes and Sallis (2003) indicate that although
the literature on organizational learning is unclear as to the
consequences of intra-organizational learning capability,
the common theme is that organizational learning affects
the organization. Intra-organizational learning requires the
identification of information needs, the acquisition of
information externally and its internal dissemination (Day,
1994). Organizational learning has the ability to influence
behaviour (Huber, 1991) and will enhance the capacity of
understanding (Damanpour, 1991), cross-functional coordination
(Aiken & Hage, 1971), creativity and, problemsolving
(Senge, 1990a). On this basis this paper hypothesizes
that the need for communication, interaction and
information acquisition from clients in conjunction with the values instilled by intra-organisational learning (e.g.,
enhanced ability of understanding, cross-functional interaction,
creativity, problem solving abilities) will influence
behaviour and orientation towards the formation of
relationships at the inter-organisational level in the supply
chain context.
A number of scholars have acknowledged the importance
of examining organisational learning as an influence of
behaviour change and performance improvement (Hult,
Ferrell, & Hurley, 2002; Hult, Hurley, Giunipero, &
Nichols, 2000; Hult, Nichols, Giunipero & Hurley, 2000;
Slater & Narver, 1995). Despite the acknowledgement in the
marketing field that organisational learning is an important
strategy for competitive advantage (Baker & Sinkula, 1999;
Hult, Hurley et al., 2000; Hult, Nichols et al., 2000) few
studies have been devoted to the empirical testing of the
effects of organisational learning and certainly none in the
testing of organisational learning as an antecedent to
relationship orientation in supply chains.
The recent trend towards the outsourcing of the logistics
activities has given prominence to the concept of third
party logistics service providers (LSPs). An LSP is defined
as a provider of industrial logistics services that performs
the logistics functions on behalf of their clients (Coyle,
Bardi, & Langley, 1996). Despite the importance of LSPs,
particularly in terms of the potential impact of this
organisational adjustment to effectiveness and performance
in supply chains, there have been few studies analysing the
relationship between LSPs’ strategies and performance
(Lai, 2004).
In an attempt to address the aforementioned gaps in the
literature, the purpose of this research is to empirically
assess the role of organisational learning as an antecedent to
relational orientation in LSP–client relationships and the
potential influence on logistics service effectiveness and
firm performance. The paper also examines the effect of
logistics service effectiveness on performance in supply
chains. It is envisaged that attention to LSP–client relationships
and the resulting performance implications will have
significant practical and theoretical contributions.
In the next section, the theoretical framework underpinning
the conceptual inter-relationships is presented and
four testable hypotheses are proposed. The research methodology
is then presented, which includes sampling and
measurement before analysing the data collected from a
sample of Hong Kong based LSPs. Following this, a
discussion of the results and implications for theory, practice
and further research are highlighted.

Hasil (Bahasa Indonesia) 1:

1. PendahuluanPentingnya hubungan pemasaran tercermin dalambanyak keuntungan yang telah dikaitkan dengan itu olehcendekiawan terkemuka (misalnya, Madhok & Tallman, 1998; Morgan& Berburu, 1994). Hubungan Inter-Organisational juga dapatdapat bermanfaat dalam konteks manajemen rantai suplai(SCM) yang memerlukan integrasi dari mitra bisnisdalam rantai pasokan. Kepentingan ini telah diakuidisorot dalam distribusi saluran studi (misalnya,Anderson & Weitz, 1992; Lusch & Brown, 1996) dansecara teoritis dianalisis dalam konteks rantai pasokanmanajemen dan kinerja (Stank, Goldsby, & Vickery,1999). meskipun penting ini, penulis tertentu telah menyorotikesenjangan dalam literatur, khususnya di empirispemeriksaan inter-organisational hubungan dalam salurandan logistik (Frazier, 1999; Siguaw, Baker, & Simpson,2003). secara spesifik, sedikit perhatian telah dibayarkan kepadapendahulunya hubungan orientasi dan potensikinerja konsekuensi relasional pertukaran pasokanrantai (Prahinski & Benton, 2004).Makalah ini bertujuan untuk meneliti efek dari organisasi intrabelajar dalam orientasi perusahaan terhadap hubunganpengembangan. Istilah '' organisasi belajar '' dan'' intra-organisasi belajar '' digunakan secara bergantian dikarya ini. Organisasi belajar terjadi dalam individuorganisasi tetapi itu adalah fungsi dari interaksi antaraanggota saluran (Lukas, Hult, & Ferrell, 1996). Inidasar organisasi belajar dapat dikonsepkan sebagaiKontributor potensi pengembangan hubungan dalaminteraksi antara penyedia Layanan Logistik (LSP) danklien mereka. Selnes dan Sallis (2003) menunjukkan bahwa meskipunliteratur organisasi belajar tidak jelas sebagaikonsekuensi dari kemampuan intra organisasi belajar,tema umum bahwa organisasi belajar mempengaruhiorganisasi. Memerlukan intra organisasi belajarIdentifikasi informasi kebutuhan, akuisisiinformasi eksternal dan internal yang penyebaran (hari,1994). organisasi belajar memiliki kemampuan untuk mempengaruhiperilaku (Huber, 1991) dan akan meningkatkan kapasitaspemahaman (Damanpour, 1991), koordinasi lintas fungsional(Aiken & Hage, 1971), kreativitas dan mengatasi masalah(Se, 1990a). Atas dasar ini karya ini hypothesizesyang perlu untuk komunikasi, interaksi danakuisisi informasi dari klien dalam hubungannya dengan nilai-nilai yang ditanamkan oleh intra-organisasi belajar (misalnya,meningkatkan kemampuan pemahaman, interaksi lintas fungsional,kreativitas, kemampuan pemecahan masalah) akan mempengaruhiperilaku dan berorientasi terhadap pembentukanhubungan di tingkat inter-organisational dalam pasokankonteks jaringan.Sejumlah sarjana mengakui pentingnyamenyelidiki organisasi belajar sebagai pengaruhperilaku perubahan dan kinerja perbaikan (Hult,Ferrell, & Hurley, 2002; Hult, Hurley, Giunipero, &Nichols, 2000; Hult, Nichols, Giunipero & Hurley, 2000;Slater & Narver, 1995). Meskipun pengakuan dalambidang pemasaran organisasi belajar yang pentingstrategi untuk keunggulan kompetitif (Baker & Sinkula, 1999;Hult, Hurley et al., 2000; Hult, Nichols et al., 2000) beberapaStudi telah mengabdikan untuk empiris pengujianefek dari organisasi belajar dan tentu saja tidak ada dipengujian sebagai yg untuk organisasi pembelajaranhubungan orientasi dalam rantai pasokan.Kecenderungan baru outsourcing logistikkegiatan telah ketenarannya konsep ketigapenyedia layanan logistik pihak (LSP). LSP didefinisikansebagai penyedia layanan logistik industri yang melakukanfungsi logistik atas nama klien mereka (Coyle,Bardi, & Langley, 1996). Meskipun pentingnya LSP,terutama dalam hal dampak potensial inipenyesuaian organisasi untuk efektivitas dan kinerjadalam rantai pasokan, telah ada beberapa penelitian, menganalisahubungan antara LSP strategi dan kinerja(Lai, 2004).Dalam upaya untuk mengatasi kesenjangan tersebut dalamSastra, tujuan dari penelitian ini adalah untuk secara empirismenilai peran sebagai yg untuk organisasi pembelajaranrelasional orientasi dalam hubungan LSP-klien danpotensi pengaruh pada efektivitas Layanan Logistik dankinerja perusahaan. Karya ini juga mengkaji pengaruhefektivitas Layanan Logistik kinerja pasokanrantai. Diharapkan bahwa memperhatikan hubungan LSP-kliendan implikasi kinerja yang dihasilkan akan memilikikontribusi praktis dan teoritis yang signifikan.Dalam bagian berikutnya, bantalan kerangka teoretishubungan antar konseptual disajikan danhipotesis diuji empat yang diusulkan. Metodologi penelitiankemudian diajukan, yang mencakup pengambilan sampel danpengukuran sebelum menganalisis data yang dikumpulkan darisampel Hong Kong berbasis LSP. Berikut ini,Diskusi hasil dan implikasi bagi teori, praktekdan lebih lanjut penelitian yang disorot.