영향전략, 관계만족, 그리고 의존구조

다국어 초록 (Multilingual Abstract)

In recent decades, Scholars of power-dependence theory in marketing channels have been interested in influence strategies as an use of power. Studies in 1980’s and 1990’s mainly had a concern in definition and effective use of them, and studies in 2000’s were interested in their using conditions, such as, power asymmetry, interdependence, and buying situations. However, studies dealing with influence strategies have had a tendency ignoring dependence structure between source firm and target firm as a interorganizational contingency. The lack of understanding about how the relationship between influence strategies and relationship quality vary as a function of dependence structure represents a significant gap in the literature. Also, it throw many practitioners into confusion in using influence strategies as a control mechanism of distribution channels. ‘Win-Win’ partnership between buyers and sellers, regarded as a key success factor by many companies, can get damaged by ineffective uses of influence strategies. Hence, our research try to investigate the roles of dependence structure in understanding complex mechanisms influence strategies have. In short, the purpose of this article is two-fold. First, we propose that six influence strategies, such as, recommendation, information exchange, promise, request, threat, and legalistic plea have effects on relationship satisfaction as a relationship quality, and we test this proposal empirically. Second we examine how dependence structure moderates the impact of influence strategies upon relationship satisfaction. A total of 12 hypotheses were established through prior studies dealing with powerdependence theory, influence strategy theory and relationship marketing theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of 45 retailers from nine retailer formats, such as, department store, discount store, convenience store, TV home shopping, internet shopping mall, door-to-door selling, dining franchiser, service franchiser, wholesale-retail franchiser. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. During the one month period of September, 2007, we were able to collect data from 1,030 suppliers. The respondents were restricted to direct dealing authorities and manager with at least three months of dealing experience with retailers. The analysis utilizing structural equation model indicated that recommendation, information exchange, and promise had positive effects on relationship satisfaction. And request, threat had contrary effects on it. However, legalistic plea had no significant effect on it. In addition, row dependence of source firm strengthened the positive effects of recommendation and promise on relationship satisfaction, and weakened the negative effects of request and threat on it.

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