소매점 볼런터리 체인 활성화의 선행요인과 결과

이호택 한국유통과학회 2016 유통과학연구 Vol.14 No.6

Purpose – Recently, the management conditions of small independent retailers are getting worse everyday as large-scale marts and franchised convenience stores are increasing. The objective of this research is to find out the antecedents and consequences of cooperation in voluntary chain in order to enhance small independent retailer's competitiveness. Voluntary chains, also called affiliation or symbol groups, or allied group represent a high market shared in some European countries like Italy, France, and Germany. Nevertheless, there are still limitations in this research from academic fields. Drawing from network theory, the author investigates the relationship between antecedent factors in voluntary chain cooperation, such as participation benefits, justice of compensation, and autonomy in voluntary chain, and relationship specific asset. The author also attempts to examine the relationship between the relationship specific asset and cooperation of voluntary chain member shop and cooperation and consequence factors of voluntary chain cooperation, such as efficiency, group cohesiveness, and long-term relationship. Research design, data, and methodology – The author presented conceptual framework integrating the major antecedents and consequences of voluntary chain cooperation. The data were collected from 174 independent small retailers who joined K-voluntary chain. K-voluntary chain consists of small independent retailers. In accordance with their status, each entrepreneur associated with the voluntary group can own one or more outlets and can be a part of the life and the decision-making process of the group. This participation is not based on company turnover or on the number of outlets, but based on a one member, one vote system. To verify the research model and test hypotheses, the author carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed by using SPSS 18.0 and AMOS structural equation modeling program. Results – The results of this study are as follows. First, as antecedent variables, participation benefits and justice of compensation have positive effect on the relationship specific assets of voluntary chain members. Second, voluntary chain members' relationship specific asset also directly related to the level of its cooperation to chain headquarter. Third, cooperation of voluntary chain member shop facilitates efficiency, group cohesiveness, and long-term relationship. Unexpectedly, there are no effect autonomy in voluntary chain to relationship specific asset. Conclusions – This research shows several theoretical and practical implications to both marketing scholars and marketers. In terms of theoretical implications, this study applies to network theory and network theory variables to explain the antecedent and consequence factors of cooperation in voluntary chain. From the point of view from business management, most of all, this study shows the way how to reinforce competitiveness of voluntary chain. Specifically, it is necessary for voluntary chain headquarter to give higher level of participation benefit and justice of compensation to its members. Second, the results also indicate what the consequence factors of cooperation in voluntary chain. In other words, to increase the level of marketing efficiency, group cohesiveness, long-term orientation in retail voluntary chain, and chain headquarter need to facilitate participants' cooperation.

적응적 판매와 고객 지향적 판매: 선행요인과 결과

이호택,임채운,여찬구 한국유통경영학회 2018 유통경영학회지 Vol.21 No.1

In this study, the authors attempted to identify the difference between the two sales behaviors by clarifying the leading variable and the result variable that have differential effect on salesperson’s behavior variables of the adaptive and customer oriented selling. As a leading variable influencing the behavior of the salesperson, we presented the top management emphasis, which is a organizational factor and the organizational identification of salesperson which is a personal factor. As result variables, sales performance and service delivery level. The results of this study are as follows: First, the higher top management emphasis in salesperson, the more positive effect on adaptive selling. But it is not significant for customer oriented selling. Second, the higher organizational identification of salesperson, the more positive impacts on adaptive selling and customer oriented selling. Third, adaptive selling of salesperson showed a positive effect on customer oriented selling. Fourth, adaptive selling of salesperson positively effect on sales performance, but it does not affect service delivery level significantly. Fifth, customer oriented selling has a positive effect on sales performance and service delivery level. Sixth, a comparison of free and constrained models showed that adaptive selling had a greater impact on sales performance than customer oriented selling, and customer oriented selling had a greater impact on service delivery level than adaptive selling respectively. Also, the employment instability moderated the relationship between the perceived adaptive selling and service delivery level, but it did not play a role in the relationship between customer oriented selling and service delivery level. Based on these research results, we investigated the differences between adaptive selling and customer oriented selling, provided theoretical and practical implications of these findings. 본 연구는 영업사원의 행동 변수인 적응적 판매와 고객 지향적 판매에 차별적인 영향을 미치는 선행변수와 결과변수를 밝혀냄으로써 두 가지 판매 행동의 차이점을 파악하고자 하였다. 영업사원의 행동에 영향을 미치는 선행변수로는 조직적 요인인 최고경영층의 관심과 개인적 요인인 영업사원의 조직 동일시를 제시하였고, 결과변수로는 영업성과와 서비스 제공수준을 제시하였다. 연구 결과를 살펴보면, 첫째, 영업사원에 대한 최고경영층의 관심은 적응적 판매에 정(+)의 영향을 미치는 것으로 나타났다. 그러나 고객 지향적 판매에는 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 영업사원의 조직 동일시는 적응적 판매와 고객 지향적 판매에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 영업사원의 적응적 판매는 고객 지향적 판매에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 영업사원의 적응적 판매는 영업성과에 정(+)의 영향을 미치지만 서비스 제공수준에는 유의한 영향을 미치지 못하는 것으로 나타났다. 다섯째, 고객 지향적 판매는 영업성과와 서비스 제공수준에 모두 정(+)의 영향을 미치는 것으로 나타났다. 여섯째, 자유모형과 제약모형을 비교 분석한 결과, 고객 지향적 판매에 비해 적응적 판매가 영업성과에 미치는 영향이 더 크게 나타났고, 서비스 제공수준에 있어서는 적응적 판매에 비해 고객 지향적 판매가 더 큰 영향을 미치는 것으로 나타났다. 또한 적응적 판매와 서비스 제공수준 간의 관계에서 고용불안정성에 대한 조절효과를 확인 할 수 있었지만, 고객 지향적 판매와 서비스 제공수준 간의 관계에서 고용불안정성은 조절적 역할을 하지 못함을 알 수 있었다. 이러한 연구결과를 바탕으로 적응적 판매와 고객 지향적 판매의 차이점을 규명하고 이론적 시사점 및 실무적 시사점을 제공하였다.

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