유통경로상의 갈등원인, 갈등 및 거래성과에 관한 연구

국문 초록 (Abstract)

본 연구는 주유소와 가전제품취급점이 직영점과 대리점의 양대 유통체제를 가지고 있다 는 사실에 착안하여 갈등발생요인과 갈등과의 관계 갈등이 경영성과에 미치는 영향을 파악함으로써 유통환경 내에서 중점적으로 관리되어야 할 갈등원인을 규명하고 이에 따른 갈등이 경로성과에 미치는 영향을 파악해 보고자 하였다. 본 연구의 분석결과를 요약해 보면, 주유소와 가전제품취급점이 갖고 있는 갈등원인 중힘의 불균형, 본사의 역할불이행, 가맹점의 역할불이행, 지각의 차이, 의사소통의 장애는 갈등과 정의 관계를 가지나 역할명확성은 갈등과 부의 관계를 가지는 것으로 나타났으며 이러한 결과는 본사의 일방적 힘의 행사 정도가 강할수록, 본사와 가맹점이 서로의 역할을 수행하는 정도가 떨어질수록, 가맹점 취급의 공정성이나 가맹점 지원이 부족할수록 가맹점 요청에 대한 반응이 부적절 하거나 정보의 전달 정도가 떨어질수록 갈등이 더 많이 발생한다는 것을 의미한다고 할 수 있겠다. 또한 갈등에 가장 큰 영향을 미치는 갈등원인은 본사의 역할불이행으로 나타났으며 마지막으로 본 연구의 유통관리적 의미와 전략적 시사점에 대하여도 기술하였다.

다국어 초록 (Multilingual Abstract)

One of the most important things in channel of distribution is the management of intrachannel conflict. In this study, I tried to find out the major sources of conflict among distribution channel members of gasolin industry and home electronics industry which have two types of distribution channels - sales branch and agency. I also investigated how the level of conflict influences the business performance of the channel member. The results of the study showed that the imbalance of power, nonfulfillment of roles by manufacturers, nonfulfillment of roles by dealer, divergence in perceptions, intrachannel communication problem have positive relation but role clarity has negative relation with conflict. The results also indicate that the more power supplier exerts upon dealer, the less supplier and dealer practice their roles, and the more communications problem there is, there will be more conflict between channel members. I also analyzed the relationship between conflict and business performance and the result came out as expected: the more conflict there is the less business performance. Some difference was found between sales branch and agency on that aspect. Managerial implications and limitations of the study were also discussed.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경과 연구가설
• Ⅲ. 실증분석
• Ⅳ. 결론: 관리적 시사점 및 향후의 연구방향
• 참고문헌
• Abstract

참고문헌 (Reference)

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