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박준승 경복대학 2000 京福論叢 Vol.4 No.-
본 연구에서는 유통경로에 있어서 상호관계의 질이 장기적인 협력관계를 증진시키는 데 중요한 역할을 한다는 관점에 기초하여, 이전의 연구들의 한계점을 극복할 수 있는 이론적 토대를 제시하기 위해, 상호관계의 질과 공정성 사이의 포괄적인 관계뿐만 아니라, 상호관계의 하위구성개념들(예, 신뢰-신용성과 우호성, 결속-단기와 장기, 만족, 갈등)과 공정성의 하위구성개념들(예, 절차 및 분배 공정성) 사이의 개별적 관계에 초점을 맞추어 그 영향의 방향과 정도에 대한 이론적 토대를 제시하였다. On the basis of the concept that the relationship quality in marketing channel plays an important role in improving long-term cooperative relationship, this study have tried to provided theoretical basis to overcome the limitation of the previous research. That is, this study focused on the comprehensive relationship between relationship quality and fairness as well as the individual relationship between subconstructs of relationship quality(e.g., trust<credibility and benevolence>, commitment<short-term and long-term>, satisfaction, and conflict) and subconstructs of fairness (e.g., distributive fairness and procedural fairness). As well as this study provided theoretical basis of the direction and degree.
공정성과 상호관계의 질의 관계에 있어 환경불확실성과 관계기간의 조절역할에 관한 연구 : 프랜차이즈 시스템을 중심으로
곽동성,박준승 韓日經商學會 2001 韓日經商論集 Vol.22 No.-
The Objective of this study is to explore the relative influence of subconstructs of fairness (e. g., distributive fairness and procedural fairness) on relationship quality. In addition, the study is also constructed to explore if environment uncertainty and age of relationship play a role as mediators of the relationship between relationship quality and fairness. The relative influence of subconstructs of fairness on relationship quality were tested by canonical correlation analysis. Cluster analysis was applied to identify different groups based on the environment uncertainty, and then t-test was used to test the difference of environment uncertainty which two groups recognized. For the age of relationship, franchisees were divided into two groups (longer than 24 months vs less than 24 months) because, though the median of the term of contract surveyed was 20 months, the contract should be renewed every year. Among domestic convenience stores, 'A' franchise which has been successfully settled down in the industry were selected as the subject for the study. Cronbach's alpha(α) , and confirmatory factor analysis using EQS program were used to test reliability, internal consistency and additivity of the measurement scales. The results of the empirical study were as follows. 1. The procedural fairness had the greater effect on relationship quality than the distributive fairness. 2. The higher the franchisees' recognition of environment uncertainty, the greater the contribution of the procedural fairiness on the increase of positive relationship quality between franchisees and franchisers, but the lower the contribution of the distributive fairness on that. 3. The longer the age of relationship between franchisees and franchisors, the greater the contribution of the procedural fairness on the Increase of positive relationship quality between franchisees and franchisers, but the lower the contribution of the distributive fairness on that. Key words : distributive fairness, procedural fairness, relationship quality, environment uncertainty, age of relationship