관계적 거래에서 소매상의 정(情)이 관계의 질과 관계성과에 미치는 영향: 통합적 접근 (The Effects of Retailer's Cheong on the Relationship Quality and Performance in Relational Exchange: An Integrating Model Approach)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 15권 / 2호 / 35 ~ 69페이지
· 저자명 : 박종희, 김선희

초록

1980년대 후반 관계마케팅이 소개된 후로 많은 연구자들에 의해 관계의 질을 향상시킬 수 있는 방안을 찾으려는 노력들이 있었으나 B2C와 달리 B2B에서는 주로 분석적이고 인지적인 요인에 초점을 두었을 뿐, 구성원들의 정서적인 요인을 검토하려는 노력은 부족하였다. 또한 관계에서 발생하는 다양한 현상들을 충분히 이해하기 위해서는 관계를 유지하는 동기가 무엇인가를 알아야 할 필요가 있다. 이러한 필요성에 의해 본 연구는 통합모형을 사용하여 공급자 특유투자(인지요인)와 소매상의 정(감정요인), 의존도(동기요인)가 관계의 질과 관계성과에 어떤 영향력을 미치고 있는가를 검토하고자 하였다.
전국의 작물보호제 소매상으로부터 설문자료 272부를 수집하여 분석한 결과, 인지적 요인인 공급자 특유투자의 영향력이 가장 크게 나타났으며, 다음으로 정서적 요인인 정, 동기적 요인인 의존도의 순서로 나타났다. 또한 신뢰와 몰입은 협력행동과 장기지향성을 증가시키고 관계갈등을 감소시키는 효과가 있는 것으로 확인되었다. 이러한 결과에서 공급자는 관계의 질을 향상시키기 위해 특유투자를 증가시켜야 한다는 결론을 얻을 수 있다. 그러나 특유투자는 금전적인 자원을 필요로 하기 때문에 무한정 증가시킬 수 없다는 제약을 가지고 있다. 따라서 기업은 관계의 질을 향상시키는 유력한 변수로 밝혀진 정의 중요성을 인식하고 이를 잘 활용할 필요가 있다.
본 연구는 이론적인 측면에서 통합모형을 사용하여 관계의 질에 대한 각 선행요인들의 영향력을 포괄적으로 검토함과 동시에 B2B에서 최초로 한국인의 정을 실증하였다는 것에서 의의를 찾을 수 있다. 또한 실무적으로는 유통경로 구성원들의 관계 관리에 대한 새로운 방안을 제공하였다.

영어초록

In this study, we examined distribution channel relationship by using the idea of Cheong, which is a unique feeling an positive role in Korean society.
Companies make great efforts to maintain long-term relationship with buyers.
Understanding distinctive relationship system of each culture should precede these efforts to bring effective results. So we considered how Cheong, a meaningful factor in Korean distribution channel, affects relationship quality and performance.
As a result of research analysis from 272 survey questionnaires of retailers, engaging in Crops Protected Material industry in Korea, supplier's idiosyncratic investment,retailer's Cheong, and dependence of retailers on suppliers have positive effects on relationship quality. Supplier's idiosyncratic investment and cognitive factors have the highest influence and Cheong, an emotional factor, follows. Dependence, a motivational factor has the least influence.
We confirmed that retailer's cooperation and long-term orientation are directly influenced by retailer's commitment. Active cooperation of the retailer, a partner of a distribution channel, is regarded as an essential factor for supplier's effective business.
Retailer's commitment increased that cooperation. Retailer's trust and commitment also decreased relationship conflicts.
The results of this study imply that companies should increase idiosyncratic investment to improve relationship quality. But increasing idiosyncratic investment is limited because it requires monetary investment. Therefore companies need to recognize the importance of Cheong, revealed as a new factor, improving relationship quality and to make the best use of it.
In this study, we contributed theoretically by examining the role of Cheong, and introducing its distribution discipline. We also make practical suggestions about supplier's relationship management.
Key words: Cheong, idiosyncratic investment, dependence, distribution channel,trust, commitment, relationship quality This study pursues the goal to examine distribution channel relationship by the integrated model, including cognitive(idiosyncratic investment), emotional(Korean Cheong), and motivational(dependence) factors.
Research hypotheses developed on the basis of the literature are as follows.
H1-1. Supplier's idiosyncratic investment affects trust of retailer positively.
H1-2. Supplier's idiosyncratic investment affects commitment of retailer positively.
H2-1. Retailer's Choeng affects trust of retailer positively.
H2-2. Retailer's Choeng affects commitment of retailer positively.
H3-1. Retailer's dependence affects trust of retailer positively.
H3-2. Retailer's dependence affects commitment of retailer positively .
H4. Retailer's trust affects commitment of retailer positively.
H5-1. Retailer's trust affects cooperation of retailer positively.
H5-2. Retailer's commitment affects cooperation of retailer positively .
H6-1. Retailer's trust affects conflict negatively.
H6-2. Retailer's commitment affects conflict negatively.
H7-1. Retailer's trust affects long-term orientation positively.
H7-2. Retailer's commitment affects long-term orientation positively.
For this study, data were collected through survey with 272 retailers engaging in Crops Protected Material industry in Korea. Questionnaire for survey was developed on the basis of the literature. And a pretest with 5 retailers, and a retest with 30 retailers were conducted before the main survey of this study. All items were assessed with 5-point Likert scales. Respondent characteristics are shown in <Table 1>.
[표]We used the method of structural equation modeling to test hypotheses. As a result,11 out of 13 hypotheses are statistically significant, as shown in <Table 2>.
[표]Supplier's idiosyncratic investment and Retailer's Cheong increase trust and commitment of retailer. And retailer's dependence increases retailer's commitment, but doesn't increase trust. Retailer's trust positively affects commitment of retailer; trust and commitment increase cooperation and long-term orientation. Retailer's trust decreases conflict, but commitment doesn't decrease conflict.
The results of this study imply that supply companies should increase the level of three factors―cognitive, emotional and motivational―and pay attention to Cheong―a unique Korean emotion.

참고자료

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