경영자 인적특성과 거래관련특성이 장기거래지향성에 미치는 영향 : 관계품질과 의존성의 매개적 역할 = (The) effect of manager's personal characteristics and transaction characteristics on long-term orientation : mediating role relationship quality and dependence

다국어 초록 (Multilingual Abstract)

This paper attempts to examine major factor that drive long-term orientation in business-to-business transactions. Three major factors, including managers' interpersonal factors (similarity, expertise), transaction factors (distributive justice, procedural justice, and transaction-specific investment), and market status (reputation in industry) were proposed to affect both relationship quality and dependence, which in turn affect long-term orientation. Both attitudinal dimension (like relationship quality) and structural dimension (dependence) were expected to influence long-term orientation toward transactional relationship.
In the empirical study involving both textile-dyeing firms and their trading local exporters, structural equation modeling presented a well-fit evidence that long-term orientation are strongly influenced by both relationship quality and dependence with which the proposed characteristics have linkage. Coupled with some influence that structural dimension has on long-term orientation, this study suggests that the desire to remind in long-term business relationship is influenced more by affective motivation like relationship quality. We tested our hypotheses in two separate samples and found strong evidence that, overall, both relationship quality and dependence have significant effect on long-term orientation. Specifically, it was found that most transaction characteristics such as distributive justice, procedural justice, and transaction-specific assets, which manufacturers (exporters) perceive, have direct effect on their relationship quality with and dependence to exporters (manufacturers), and indirectly impact on their long-term orientation. Interpersonal factors (such as similarity, expertise) were found less significant less than expected in our study setting. More research is needed to further elaborate this issue-considering the relationship stage or length or doing replication studies in different settings.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구목적 1
• 2. 연구방법 4
• 3. 연구구성 5
• Ⅱ. 이론적 배경 6
• 1. 장기거래지향성 6
• 2. 관계품질 8
• 1) 신뢰 10
• 2) 만족 11
• 3. 의존성 12
• 4. 경영자 인적특성 14
• 1) 전문성 14
• 2) 유사성 15
• 5. 거래관련 특성 17
• 1) 절차공정성 17
• 2) 분배공정성 19
• 3) 거래특유투자 20
• 6. 평판 21
• Ⅲ. 연구모형과 가설 24
• 1. 연구모형 24
• 2. 연구가설 25
• 1) 경영자 인적특성과 관계품질 25
• 2) 거래관련 특성과 관계품질/의존성 27
• 3) 업계위치와 관계품질/의존성 28
• 4) 관계품질과 장기거래지향성 29
• 5) 의존성과 장기거래지향성 30
• Ⅳ. 연구방법 32
• 1. 연구대상과 자료수집 32
• 1) 연구대상 32
• 2) 자료수집 33
• 3) 표본특성 33
• 2. 측정척도 38
• 1) 사용측정척도 38
• 2) 측정척도 순화 40
• (1) 장기거래지향성 40
• (2) 신뢰 41
• (3) 만족 42
• (4) 의존성 44
• (5) 전문성 45
• (6) 유사성 47
• (7) 절차공정성 48
• (8) 분배공정성 50
• (9) 거래특유투자 52
• (10) 평판 54
• 3. 자료분석방법 56
• V. 결과 58
• 1. 염색나염업체 58
• 1) 측정척도 평가 58
• 2) 제안모델 평가 61
• 3) 가설검증 64
• (1) 경영자특성과 관계품질 64
• (2) 거래관련특성과 관계품질 64
• (3) 거래관련특성과 의존성 64
• (4) 업계평가와 관계품질 65
• (5) 업계평가와 의존성 65
• (6) 관계품질과 장기거래지향성 65
• (7) 의존성과 장기거래지향성 65
• 4) 간접효과와 매개역할 평가 65
• 2. 로칼수출업체 66
• 1) 측정척도 평가 66
• 2) 제안모델 평가 69
• 3) 가설검증 72
• (1) 경영자 인적특성과 관계품질 72
• (2) 거래관련특성과 관계품질 72
• (3) 거래관련 특성과 의존성 72
• (4) 업계평가와 관계품질 73
• (5) 업계평가와 의존성 73
• (6) 관계품질과 장기거래지향성 73
• (7) 의존성과 장기거래지향성 73
• 4) 간접효과와 매개역할 평가 73
• Ⅵ. 결론 75
• 1. 요약과 논의 75
• 2. 연구의 시사점 79
• 1) 이론적 시사점 79
• 2) 관리적 시사점 80
• 3. 연구의 한계와 및 미래연구 방향 82
• 참고문헌 84
• Abstract 98
• 부록 100

참고문헌 (Reference)

1. Fair Service, Schneider, Clemmer, , 1996

2. Distributive Justice, Rawls, , 1973

3. Market driven strategy, Day, George, The free press, , 1990

4. Relationship Marketing, Peck, Clark, Payne, Christopher, Relationship Marketing, , 1999

5. Individual and Group Goals, Mackie, Goethals, , 1987

6. Power Dependence Relations, Emmerson, , 1962

7. Psychometric theory,2nd ed, Nunally,J.C, "Psychometric Theory, , 1978

8. Inequity in Social Exchange, Adams, , 1965

9. Principles of Marketing 5th ed, Armstrong, Kotler, Principles of Marketing. 5th ed, , 1991

10. Planning Down the Equate Formula, Harris, , 1983

11. Exchange and power in social life, Blau, Peter Michael, J. Wiley, , 1964

12. Marketing Channels. Third edition, El-Ansary, Stern, , 1988

13. Developing Buyer-SellerRelationships, Dwyer, F. R., Dwyer, F. Robert, S.Oh, Dwyer, DevelopingBuyer-Seller Relationships, , 1987

14. A TypologyofRetailFailuresandRecoveries, Kelly, M.A.Davis, , 1993

15. The Economic Institutions of Capitalism, Williamson, Oliver E, , 1985

16. The structure of commitment in exchange, Mentzer, J. T, Gundlach, G. T., Achrol,R.S., The Structure ofCommitment in Exchange, , 1995

17. Strategic Assets and Organizational Rent, Amit, Shoemaker, , 1993

18. The social psychology of procedural justice, Lind, E. Allan, Plenum Press, The Social Psychology of ProceduralJustice, , 1988

19. CS/D-Overview and Future Research Directions, Hunt, , 1997

20. Procedural Justice: A Psychological Analysis, Tibaut, Walker, Procedural Justice: A PsychologicalAnalysis, , 1975

21. A Raxonomy of Organizational Justice Theories, Greenberg, , 1987

22. Exploiting Niches Using RelationshipMarketing, Sharni, , 1992

23. The Structure of Marketing ChannelRelationship, Robicheaux, Coloman, , 1994

24. Response determinants in satisfaction judgments, W.S.DeSarbo, Oliver, , 1988

25. An Integrated Model of Buyer-Seller Relationships, Wilson D.T, , 1995

26. The biological evolution of cooperation and trust, Bateson, The Biological Evolution of Cooperation and Trust, , 1988

27. Beyond Fairness : A Theory ofAllocation Preferences, Leventhal, W.R.Fry, , 1980

28. Issues and Opinions on Structural EquationModelling, Chin, , 1998

29. FactorsAffectingTrustin MarketResearch Relationships, Moorman, Factors AffectingTrust in Market Research Relationships, , 1993

30. Interorganizational Governance in Marketing Channels, Heide, , 1994

31. The commitment-trusttheory of relationship marketing, Hunt,S.D, Morgan,R.M, The Commitment-Trust Theory ofRelationship Marketing, , 1994

32. Pay Secrecy and Performance: The PsychologicalResearch, Burroughs, , 1982

33. Consumer choice strategies : Simplifying vs .optimizing, Wright, , 1975

34. Partial Least Squares, Encyclopedia of StatisticalScience, Wold, "Partial Least Squares, , 1986

35. State-of-Practice inIndustrial Buyer-Supplier Relationship, Dant, Han, Wilson, , 1990

36. T he Effect s of Supplier Fairness on VulnerableReseller s, Steenkamp, TheEffects of Supplier Fairness on Vulnerable Resellers, , 1995

37. Anexaminationofthenatureoftrustin buyerseller relationships, P.M.Doney, An Examination of the Nature ofTrust in Buyer-Seller Relationships, , 1997

38. Power in a Channel of Distribution:Sources and Consequences, Nevin, Hunt, , 1974

39. Relationship Quality inBusiness-to-Business Service Context, Jarvelin, Lehtinen, , 1996

40. The Economics of Organization: TheTransaction Cost Approach, Williamson, The Economics of Organization: The TransactionCost Approach, , 1981

41. The Effects of Perceived Interdependence on DealerAttitudes, Steenkamp, , 1995

42. Justice, Freedom and Self- Interest in Intergroup R elations, Austin, Justice Freedom and Self-Interest in IntergroupRelations, , 1979

43. What's in a name: reputation building and corporate strategy, Shanley, Fombrun, What's in a Name? ReputationBuilding and Corporate Strategy, , 1990

44. A Tale of TwoMethods, Working Paper, Department of Psychology, Brett, "A Tale of TwoMethods, , 2004

45. Retailer-buyer supplierrelationships: The Japanese difference, Sternquist, Chen, Chung, , 2006

46. A Conceptual Model of Service Quality and Service Satisfaction, Oliver, A Conceptual Model of Service Quality and ServiceSatisfaction, , 1993

47. Perceived Control and ConsumerChoice on the Service Experience, Bateson, Hui, , 1991

48. The Domain and Conceptual Foundation of Relationship Marketing, Sheth, Parvatiyar, The Domain and ConceptualFoundation of Relationship Marketing, , 2000

49. A paradigm for developing bettermeasure of marketing constructs, Churchill, A Paradigm for Developing Better Measure ofMarketing Constructs, , 1979

50. The Cornerstone of Competitive Advantage. A Resource-based View, Peteraf, , 1993

51. On the Measurement of Inter-firm Power in Channels ofDistribution, Frazier, On the Measurement of Interfirm Power in Channels ofDistribution, , 1983

52. Procedural justice: An interpretive analysis of personnel systems, 이장호, Procedural Justice: An InterpretiveAnalysis of Personnel Systems, , 1985

53. A national customer satisfaction barometer:The Swedish experience., Fornell,C., A National Customer Satisfaction Barometer: TheSwedish Experience, , 1992

54. Transaction Cost Economics: TheGovernance of Contractual Relations, Williamson, , 1979

55. Determinants of Long-Term Orientation in Buyer-Seller Relationships, Shanker Ganesan, , 1994

56. Determinants of continuity in conventional industrial channel dyads, Anerson, , 1989

57. Guanxi, Trust, and Long-TermOrientation in Chinese Business Markets, Dawes, Lee, "Guanxi, , 2005

58. Interactional Fairness Judgements: The Influence of Casual Accounts, Bies, D.L.Shapiro, , 1987

59. Reputation management as a motivation for sales structure decisions, D.J.Maclnnis, Weiss, , 1999

60. A model of distributor firmand manufacturer firm working partnerships, James C.Anderson, James A.Narus, A Model of Distributor Firm andManufacturer Firm Working Partnerships, , 1990

61. TheUseofPledgestoBuild andSustain Commitment in Distribution Channels, erson, B.A.Weitz, The Use of Pledges to Build andSustain Commitment in Distribution Channels, , 1992

62. 공급업체와 소매업체간 장기거래지향성의 결정요인, 신건철, 임재욱, , 2002

63. Factors of DeterminingLong-Term Orientation in Interfirm Relationships, Ryu, Park, Ryu, Sungmin, Min, , 2006

64. An Application ofEquity Theory to Consumer-Merchant Exchange Situations, Evans, Huppertz, , 1978

65. The Nature and Consequences of MarketingChannel Intermediary Commitment, L.W.Stern, Kumar, The Nature andConsequences of Marketing Channel Intermediary Commitment, , 1994

66. Determinants ofRelationship Quality and Loyalty in Personalized Services, Shamdasani, Balakrishman, , 2000

67. Expectations, Performance Evaluation and Consumers'Perceptions of Quality, Teas, "Expectations, , 1993

68. The Role of Procedural andDistributive Justice in Organizational Behavior, Ruderman, Alexsander, , 1987

69. Customer Satisfaction, Market Share and Profitability: Findings form Sweden, Anderson, Lehmann, "CustomerSatisfaction, , 1994

70. The determinants of commitment in the distributor-manufacturer relationship, Goodman, L. E., Dion, Goodman, The Determinants of Commitmentin the Distributor-Manufacturer Relationship, , 2001

71. A Conceptual Model of Service Qualityand Its Implications for Future Research, Zeithaml V, L.L.Berry, A conceptual Modelof Service Quality and Its Implications for Future Research, , 1985

72. HRM and ServiceFairness: How Being Fair with Employee Spills over toCustomers, Gilliland R.F, Bowen, HRM and ServiceFairness: How Being Fair with Employee Spills over toCustomers, , 1999

73. Reputation and corporate strategy: A review of recent theory and applications, Carmerer, Weighlt, Reputation and Corporate Strategy: A Review of Recent Theory and Applications, , 1988

74. The Effect of Distributiveand Interactional Justice on Postcomplaint Behavior, Hill, Tax, Blodgett, , 1997

75. Effects of Expectations and Disconfirmation onPostexposure Product Evaluations, Richard L.Oliver, , 1977

76. Understanding Organization- Customer Links in ServiceLinks in Service Settings, Schneider, , 2005

77. A cognitive model of the antecedents and consequences of satisfaction decisions, OliverR.L, , 1980

78. Relationship Quality in Services Selling an Interpersonal Influence Perspective, D.Cowles, K.Evans, Crosby, , 1990

79. The Interpersonal Aspects ofProcedural Justice: A New Perceptive in Pay Fairness, Mccarty, Greenberg, , 1990

80. An Investigation intoCommitment in Non-Western Industrial Marketing Relationships, Tam, Coote, , 2003

81. Effects of Procedural and DistributiveJustice on Reactions to Pay Raise Decisions, Konovsky, , 1989

82. The Effect ofPerceived Justice on Negative Word-of-Mouth and RepatronageIntention, Blodgett, Walters, Granbois, , 1993

83. Between trust and control Developingconfidence in partner cooperation in alliances, Das, Tens.Bing-Sheng, , 1998

84. Interoganizational Exchange Behavior in MarketingChannels: A Broadened Perspective, Frazier, , 1983

85. Investments and involvements as mechanisms producingcommitment to the organization, Wulf, Dawn, Gaby, , 2001

86. Long-term manufacturer- supplier relationships: do they pay off for supplier firms?, Kalwani, N.Naray, Long-TermManufacturer-Supplier Relationships: Do They Pay Off for SupplierFirms, , 1995

87. Perceptions of interfirm power and its usewithin a franchise channel of distribution, Summers, Frazier, , 1986

88. The different roles of satisfaction ,trust ,and commitmentin customer relationships., Johnson, M.S., Garbarino, E.,, "The Different Roles ofSatisfaction, , 1999

89. Structural equation modeling in practice: A review and recommended two??step approach, Gerbing, Anderson, , 1988

90. The role of interpersonal liking in building trust in long-term channel relationships, Nicholson, R.Sethi, L.D.Compeau, , 2001

91. A Dynamic ProcessModel of Service Quality : From Expectations to Behavioral Intentions, R.Staelin, Zeithaml A., A DynamicProcess Model of Service Quality: From Expectations to BehavioralIntentions, , 1993

92. A model of customersatisfaction with service encounters involving failure and recovery, Smith, J.Wagner, A Model of CustomerSatisfaction with Service Encounters Involving Failure andRecovery, , 1999

93. Evaluating Service Encounters: The Effects PhysicalSurroundings and Employee Responses, Bitner, , 1990

94. PerformanceOutcomes of Purchasing Arrangements in Industrial Buyer-VendorRelationships, Thomas G.Noodewier, John R.Nevin, Performance Outcomes of Purchasing Arrangements inIndustrial Buyer-Vendor Relationships, , 1990

95. Evaluating structural equation models with unobservable variables and measurement error, Fomell C. and Larcker D.F, , 1981

96. Functions of Industrial Supplier Relationships and Their Impact on Relationship Quality, T.Ritter, Walter, , 2003

97. Service management and marketing : managing the moments of truth in service competition, Gro@nroos, Christian, Lexington Books, Service Management and Marketing: Managing theMoments of Truth in Service Competition, , 1990

98. 로칼수출업체에 대한 특성인식이 관계품질과 강도에 미치는 영향, 윤만희( Mahn Hee Yoon), 한국마케팅학회, , 2007

99. A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories, Claes Fornell, Michael D.Johnson, A Framework For ComparingCustomer Satisfaction Across Individuals and Product Categories, , 1991

100. An Investigation into the Relationships of Justice and Customer Satisfaction with Service, Clemmer, , 1993

101. The effects oftrust and interdependence on relationship commitment: Atrans-Atlantic study, J.B.E.M.Steenkamp, L.K.Scheer, Kumar, TheEffects of Trust and Interdependence on Relationship Commitment: ATrans Atlantic Study, , 1996

102. The use of influence strategies ininter firm relationships in industrial product channels, Rody, Frazier, The Use of Influence Strategies inInterfirm Relationships in Industrial Product Channels, , 1991

103. 비대칭적 의존구조하에서의 장기거래지향성 결정요인에 관한 연구, 권영식, 임영균, 한국마케팅학회, 비대칭적 의존구조하에서의 장기거래지향성 결정요인에 관한 연구, , 1998

104. ConsumerPerceptionsofInterpersonalEquityandSatisfactioninTransactions:A FieldSurveyApproach, Swan, Consumer Perceptions of InterpersonalEquity and Satisfaction in Transactions: A Field Survey Approach, , 1989

105. The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers, Kelly, Dorsh M.J, Swanson, , 1998

106. CustomerEvaluations of Service Complaint Experiences: Imolications forRelationship Marketing, rashekaran, Tax, , 1998

107. Exchange inter dependence andinter firm interaction: Research in a simulated channel setting, Cadotte, Gundlach, , 1994

108. The Effect of Attitude Intensity,Expectation of Goal Facilitation on Interpersonal Attraction, Johnson, "The Effect of Attitude Intensity, , 1972

109. National Culture andIndustrial Buyer-Seller Relationship in the United States and LatinAmerica, Hewett, Money, Shaarma, , 2006

110. TheInfluence of Applicant Communication Style and InterviewerCharacteristics on Hiring Decisions, Callen, Palmer, Gallois, , 1992

111. e-marketplace 이용기업의 신뢰가 몰입 장기거래지향성, 협력에 미치는 영향, 박준철, 한국정보시스템학회, "e-marketplace 이용기업의 신뢰가 몰입, , 2007

112. Alliance in Industrial Purchasing: The Determinants ofJoint Action in Buyer-Supplier Relationship, Heide, John, , 1990

113. Relationships in Business Markets: ExchangeEpisodes, Value Creation and Their Empirical Assessment, Anderson, "Relationships in Business Markets: ExchangeEpisodes, , 1995

114. The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry, Legace, Gassenheimer, Robert D, , 1991

115. Vertical Trade Relationships : TheRole of Dependence and Symmetry in Attaining OrganizationalGoals, Buchanan, , 1992

116. 산업재 시장에서 구매자-공급자 관계의 선행변수와 거래성과에 관한 연구, 한상린, , 1999

117. Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies, Hulland, , 1999

118. Trust Development, the GRIT Proposal, and the Effectsof Conciliatory acts on Conflict and Cooperation, Linskold, "Trust Development, , 1978

119. Effect of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry, Crosby, "Effect of Relationship Marketing onSatisfaction, , 1987

120. The Effect of Perceived Justice on ComplainantsRepatronage Intention and Negative Word-of-mouth Behavior, Blodgett, , 1994

121. An Experimental Analysis of aSalesman's Expert and Referent Bases of Social Power in theBuyer-Seller Dyad, David T.Wilson, Busch, , 1976

122. Equity, Equality, and Need, what DeterminesWhich Value will be Used as the Basis for DistributiveJustice?, Deutsch, "Equity, , 1975

123. Social Exchange inSupply Chain Relationships: The resulting Benefits of Procedural andDistributive justice, Lusch, Harvey, Griffith, , 2006

124. The Antecedents and Consequences of Organizational andPersonal Commitment in Business Service Relationships, Thomas, Tellefsen, The Antecedents andConsequences of Organizational and Personal Commitment inBusiness Service Relationships, , 2005

125. Psychological and SociologicalPerspectives on Distributive Justice: Convergent, Divergent, andParallel Lines, Cook, Messick, "Psychological and SociologicalPerspectives on Distributive Justice: Convergent, , 1983

126. Search Behavior, Price Paid and theConsumption Other: An Equity Theory Analysis of Post-PurchaseSatisfaction, Grove, Mowen, "Search Behavior, , 1983

127. Postchoice Evaluation: An Equity Theory Analysis of Consumer Satisfaction/Dissatisfaction with Service Choices, K.A.Coney, Fisk, Postchoice Evaluation: An EquityTheory Analysis of Consumer Satisfaction/Dissatisfaction withService Choices, , 1982

128. 환경불확실성이 프랜차이즈 시스템의 거래특성과 산업특성 및 성과에 미치는 영향, 백미영(Mi-Young Baek), 한상린(SANG-LIN HAN), 한국유통학회, "유통연구, , 2008

129. An ExperimentalInvestigation of Satisfaction and Commitment in Marketing Channels:The Role of Trust and Dependence, Gruen, An Experimental Investigation of Satisfaction andCommitment in Marketing Channels: The Role of Trust andDependence, , 1996

130. Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic Asset, Johnson, , 1999

131. Moderating Effect of TypeProduct Exchanged in Long-Term Orientation of Firm-SupplierRelationships: an Empirical Study, Fierro, Redondo, , 2005

132. Soft and Hard Features of Interfirm Relationship: AnEmpirical Study of Bilateral Governance in Industrial Distribution, Dwyer, , 1993

133. The Moderator-mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, David A.Kenny, Reuben M.Baron, "The Moderator-Mediator VariableDistinction in Social Psychological Research: Conceptual, , 1986

134. 한국과 중국 가전산업의 외국계 공급업자와현지 소매업자간의 장기거래지향성 결정요인에 관한 연구, 박기안, 김찬경, 임재욱, , 2002

135. Two Sides of Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in Distribution Channels, Gillil, D.C.Bello, , 2002

136. Influence of the standardizationof a firm's productive process on the long-term orientation of itssupply relationship: An empirical study, Fierro, Redondo, , 2008

137. 자동차 부품 제조업에서 구매자-공급자 간의 장기거래지향성과 영향요인들 간의 관계: Ganesan(1994)의 연구 검증, 이필수, 김홍근, , 2007

138. 서비스 공정성이 고객만족, 관계품질, 고객의 자발적 행위에 미치는 영향: 멤버십 서비스 전달상황을 중심으로, 주철수, "서비스 공정성이 고객만족, , 2000

139. The Social Construction of Reputation: CertificationContests, Legitimation, and the Survival of Organizations in theAmerican Automobile Industry, : 1985-1912, Rao, "The Social Construction of Reputation: CertificationContests, , 1994

140. 자발적 약국체인에서 가맹점의 거래관계특성지각이 관계의 질에 미치는 영향 : 상호의존성과 관계규범의 매개적 역할, 전달영, 강봉희, 한국마케팅학회, 자발적 약국체인에서 가맹점의 거래관계특성 지각이관계의 질에 미치는 영향: 상호의존성과 관계규범의 매개적 역할, , 2003