백화점 특약매입 거래에서 판매수수료의 결정요인: 거래비용 힘 의존이론과 자원기반이론의 통합적 관점

이호택,염민선,서헌주 한국유통과학회 2015 유통과학연구 Vol.13 No.11

Purpose – This study aims to seek determinants of department store sales commission rates under consignment contracts based on transaction cost theory, the power-dependence view, and the resource-based view. A consignment contract is a unique contract where the retailer, over a given period, takes possession of goods owned by a supplier, promotes the sales of these goods, and receives a profit share from their sales. Under this contract, the supplier owns the goods until they are sold. In department stores in South Korea, over 70% of overall sales comes through consignment contracts. In other words, this is the most popular contract agreement between large retailers and vendors in South Korea. Consignment contracts yield high profits to department stores with minimal sales uncertainty, stock cost, and marketing investment. Many suppliers believe the consignment contract commission rates are too high. However, department stores disagree. They state that the commissions are not high as they generate new value for the suppliers by accumulating up-to-date merchandise and supporting various marketing programs on their behalf. Recently, consignment contracts have been critically examined and scrutinized by politicians, mass media, and the public of Korea. This study further intends to derive implications reflecting both buyer and seller perspectives as well as offer insights to policy makers in makingappropriate decisions. Research design, data, and methodology – To verify the proposed research model and test hypotheses, the authors selected 164 suppliers, which currently have relationships with department stores. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program Results – For the transaction cost theory and the power-dependence view, the results indicated that product diversity and demand volatility had a positive impact on the sales dependence on a department store. Dependence in turn had a positive effect on the sales commission under the consignment contract. Based on the resource-based view, the department store's marketing capability, the supplier's perception toward merchandising, and supporting activities could enhance the department store's channel leadership in the buyer-seller relationship. Subsequently, the channel leadership had a positive effect on the sales commission. However, product complexity had no relationship with department store dependence. Conclusions – This is the first empirical research that investigates the determinants of sales commissions under consignment contracts in the domestic retail industry. This study reveals several theoretical and practical implications for both marketing scholars and marketers. In terms of theoretical implication, this study integrated and enlarged certain theoretical background, such as transaction cost theory, the power-dependence view, and the resource-based view, to explain the determinants of sales commissions under consignment contracts that include sales revenue. From a business management viewpoint, this research offers useful insights for policy makers by applying two different perspectives, both the manufacturer and the retailer, in terms of the sales commission issue under a consignment contract.

B2B 산업에서 전략적 마케팅과 기업성과: 시장변동성의 조절효과

이호택,고귀한 한국유통학회 2022 한국유통학회 학술대회 발표논문집 Vol.2022 No.10

볼런터리체인 내 가맹점과 조합 사이의 상호 보호메커니즘이 관계성과에 미치는 영향

이호택,염민선,장명균 한국유통학회 2014 한국유통학회 학술대회 발표논문집 Vol.2014 No.10

유가공 : 유가공 산업에 있어서 HACCP 실행 방안

이호택 한국동물자원과학회 ( 구 한국축산학회 ) 1996 축산기술과 산업 Vol.4 No.2

제조-유통업체의 관계복잡성이 판매성과에 미치는 영향

이호택 한국유통학회 2015 한국유통학회 학술대회 발표논문집 Vol.2015 No.2

소매점 유형과 보상물 형태의 적합성이 매장 재방문의도에 미치는 영향

이호택,박경도,김경호 한국경영컨설팅학회 2015 경영컨설팅연구 Vol.15 No.2

성숙기 시장에서 고객유지에 대한 중요성이 증가함에 따라 고객에게 특정 인센티브를 제공해 충성도가 높은 고객으로 남게 하는 고객보상 프로그램이 주목을 받고 있다. 이러한 보상프로그램을 설계하고 연구함에 있어서 가장 중요한 이슈 중에 하나가 바로 어떤 유형의 고객보상 프로그램이 효과적인 전략인가 하는 문제인데 상당수의 기업들이 고객에 대한 정보를 취득하고 분석하는데 어려움을 가지고 있기 때문에 실제로는 일률적인 보상물을 제공하는 경우가 대부분이며, 대다수의 로열티마케팅 연구들 역시 고객충성도에 대한 측정과 관련된 문제들을 중심으로 이루어져 왔다. 본 연구에서는 소매점 유형과 보상물 형태의 적합성에 초점을 두고 매장 재방문의도에 미치는 영향에 대해 검증하고자 하였다. 백화점의 경우 일반적으로 쾌락적 동기가 강하게 작용하는 소매점 유형인 반면, 할인점은 가격 등에 의해 영향을 많이 받는 실용적 동기가 보다 강하게 작동한다. 따라서 소비자가 각각의 유통업태에서 추구하는 동기와 적합성이 높은 보상물을 제공받을 때 보다 높은 가치를 지각할 것이라고 예상하였고 이를 위해 할인점과 백화점에서의 쇼핑경험이 있는 소비자들을 110명을 대상으로 실험을 시행하였으며 연구결과는 다음과 같다. 첫째, 소매점의 유형과 보상물의 적합성이 높은 경우가 낮은 경우보다 매장 재방문의도가 높음을 알 수 있었다. 구체적으로 백화점에서 쾌락재, 할인점에서 실용재를 제공하는 경우 반대의 경우보다 매장 재방문 의도가 높게 나타났다. 둘째, 소매점 유형과 보상물의 형태의 적합성이 매장 재방문의도에 미치는 영향은 소비자가 지각하는 보상물의 가치(perceived value)에 의해 매개되는 것으로 나타났다. 본 연구의 결과는 유통업체의 성격에 따라 각각 고객유지를 위한 보상프로그램을 수립하고 이에 적합한 보상물 설계를 하는데 많은 시사점을 제공하고 있다. Recently, there are growing attentions to corporate reward program, which provide customer-specific incentives to retain high customer loyalty, in maturity market. For the perspect of retailers, most important issue to architect and implement reward program is what types of customer reward is suitable for a specific retail format. However, a number of retailers have difficulty in obtaining and analyzing customer information so they provide a single uniform reward for their customers in most cases. This study focuses on perceived fit between retail format image and rewards and investigates how perceived fit influences customer’s store revisiting intention. It is general that department(or discount) store image is closely related to hedonic(or utilitarian) value or hedonic(or utilitarian) motivation rather than utilitarian(or hedonic) one so the authors expected that customers will perceive higher value when they feel higher fit between retail format image and rewards. The results are as follows. Firstly, the higher the perceived fit between retail format image and reward, the higher the customer’s store revisiting intention. Specifically, customers perceive higher value for the reward when department(or discount) store offers hedonic(or utilitarian) reward than utilitarian(hedonic) one. Secondly, perceived value for the reward mediate the relationship between perceived fit and customer’s store revisiting intention. Results of this study provides practical implications for the retailers to architect and implement reward program.

노인군에서 낙상에 의한 고관절 골절환자의 특성

이호택,장기정,장인한,이영진 大韓家庭醫學會 1994 Korean Journal of Family Medicine Vol.15 No.4-5

B2B거래관계에서 거래파트너에 대한 지각된 공정성이 관계몰입과 협력에 미치는 차별적 영향

이호택 한국유통경영학회 2019 유통경영학회지 Vol.22 No.4

This study is how the different levels of perceived justice by suppliers in B2B relationship affect multidimensional relationship commitment and joint action to the retailer. Supplier’s perceived justice is divided into distributive and procedural justices, and the impact of these variables on the partner joint action and the differential impact on the relationship commitment such as affective and calculative commitment. In detail, the author hypothesized distributive justice has a greater impact on calculative commitment than affective commitment, and the procedural justice have a greater impact on affective commitment than calculative commitment. In addition, it has established a hypothesis that calculative commitment and affective commitment have positive relationship with joint action, respectively. According to a survey of 204 suppliers involved in transactions with the 3 major department stores, all hypotheses are supported. This study presents an academic implication that multi-dimensional perceived justice has revealed a differential effect on the relationship commitment to trading partners, and in practice, it is important to secure distributive justice and procedural justice for trading partners to be aware of in order to promote collaborative activities with retailers and suppliers. 본 연구는 B2B관계에서 공급업체가 지각하는 다양한 차원의 공정성들이 다차원적 관계몰입 변수들과 거래파트너 사이의 협력에 미치는 영향을 실증한 연구로, 공급업체 관점에서의 지각된 공정성을 분배공정성과 절차공정성으로 구분하고 두 변수들이 정서적 몰입과 계산적 몰입에 미치는 영향력과 파트너 협력에 영향을 검증하였다. 세부적으로 지각된 공정성 차원 중 분배공정성은 정서적 몰입에 비해 계산적 몰입에 큰 영향을 미칠 것이라는 가설(가설1)을 세웠으며 절차공정성은 계산적 몰입에 비해 정서적 몰입에 큰 영향을 미칠 것이라 가설(가설2)을 세웠다. 아울러 계산적 몰입(가설3)과 정서적 몰입(가설4)은 각각 파트너 협업을 강화할 것이라는 가설을 세웠다. 현재 백화점과 거래중인 공급업체 204곳을 대상으로 조사한 결과, 모든 가설들이 지지되는 것으로 나타났다. 본 연구는 다차원적인 공정성 인식이 거래파트너의 몰입에 차별적인 영향을 미친다는 점을 밝혔다는 점에서 학문적인 시사점을 제시하고 있으며 실무적으로는 소매업체와 공급업체와의 협업 활동 수준을 높이기 위해서 소매업체는 거래파트너가 지각할 수 있는 분배공정성과 절차공정성을 확보하는 것이 중요하기 때문에 지각된 공정성을 높이기 위한 활동이 필요하다는 시사점을 제시한다.

가맹본부의 지원제도가 본부에 대한 태도 및 가맹점의 재무성과에 미치는 영향: 지역상권 경쟁강도의 조절효과를 중심으로

이호택,김문섭,정연승 한국유통과학회 2015 유통과학연구 Vol.13 No.4

Purpose - This article aims to present and test a model regarding franchisors' supporting activities that may positively influence franchisees' attitude toward the franchising headquarter and their own business performance. Moreover, the authors examine the moderating effect of competitive intensity between franchisee attitude and business performance. Most previous research focused on behavioral performance measurements such as satisfaction, trust, and commitment. There are few empirical studies that focus on financial performance data because it is difficult to determine a relational mechanism between behavioral and financial performance. Moreover, financial data is confidential and difficult to collect in many cases. However, this study measures financial performance (e.g., sales revenue per square meter) differently than most previous research, which is mostly focused on the behavioral performance measurements. Research design, data, and methodology - To test our hypotheses, we selected 137 franchisee managers who are running chains of one of the foremost bakery franchise brands in South Korea. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed instrument by analyzing the data obtained from the samples. The data was analyzed using the AMOS structural equation modeling program.Results - The results indicated that: non-financial support activities (e.g., information exchange and communication) had a positive impact on the franchisee attitude toward the franchising headquarter. The franchisee attitude in turn had a positive effect on the headquarters’ business performance. Furthermore, competitive intensity could enhance the relationship between franchisee attitude toward franchising headquarter and business performance in a local franchise market. However, financial support activities (e.g., rewards and promotional support) and training had no relationship with either franchisee attitude or business performance. Conclusions - This study provides some practical implications to franchisors in terms of franchise operation and store opening strategies. With respect to the franchise operation strategy, franchisors need to focus on non-financial rather than financial support. Most franchisees consider the necessity of financial support activities and not their sufficiency because these activities are specified in their franchise contract. In addition, it is important for franchisees to maintain a positive attitude for the franchise headquarters. The franchisees with a positive attitude for the franchisor can show a high degree of solidarity for various support activities, and it consequently determines franchisees' sales performance. In terms of franchise store opening strategy, this study suggests an additional criterion that can be considered in determining the location of direct and non-direct management stores (e.g., franchisees’ stores). In this research, franchise stores located within high level of competitive intensity are shown to have a high relationship between franchisee attitudes of franchisor support activities and business performance compared to the franchisees located within low competitive intensity level. This result shows that opening non-direct franchise stores is more effective than direct stores in higher competitive market situations. Research contribution, implications, and further research directions are discussed at the end of the paper.

중소기업에게 마케팅역량이란 무엇이며 왜 중요한가?

이호택,이한근,지성구 한국마케팅관리학회 2014 마케팅관리연구 Vol.19 No.3

Many of marketing literatures emphasize the relationship between firm’s marketing capabilities and itsperformance. However, the majority of research has focused on marketing capabilities or competitiveadvantage in large companies with less attention being paid to small-to-medium sized enterprises(SMEs). In this paper, the authors build on the resource-based view of the firm and SPP framework offered byDay and Wensley(1988) to posit that some specific marketing capabilities collectively give rise to apositional advantage for SMEs. Based on the results of past research, the authors examine the roles ofbrand reputation, market-linking capabilities, customer-linking capabilities, and channel bonding. Wesuggest that these four marketing capabilities can lead to a positional advantage for SMEs based uponsuperior product, price and service. The authors also hypothesize SMEs positional advantage can lead toboth superior marketing and financial performance. The setting of our investigation is 197 manufacturingcompanies which supply their products to mass merchandise retailers such as a department store ordiscount store. The findings indicate that SME’s brand reputation, market-linking capabilities andcustomer-linking capabilities impact on its corporate performance indirectly through positionaladvantage. The authors then discuss implications for management and further research. 최근 들어 창조경제 구축을 위한 다양한 정부지원에 힘입어 사회 전반적으로 중소기업 및 벤처창업에 대한관심이 다시금 높아지고 있다. 그러나 이러한 중소벤처 창업에 대한 관심이나 창업 자체만으로 시장에서 성공할 확률은 매우 적은데, 그 이유로 많은 연구자들은 시장에 대한 이해의 부족과 마케팅 역량의 부족을 꼽고있다. 그럼에도 불구하고 지금까지 마케팅 역량에 대한 연구는 주로 대기업에 초점을 맞추고 있으며, 중소기업에게 필요한 마케팅 역량이 무엇이며, 마케팅 역량이 왜 중요한 지에 대해 규명한 연구는 없었다. 본 연구의 연구자들은 자원기반이론의 SPP 틀을 기반으로 중소기업에게 필요한 마케팅 역량을 브랜드 명성,시장유대 역량, 고객유대 역량 그리고 유통 역량으로 구분하고 이러한 경쟁우위의 원천들이 포지션 우위를 상징하는 제품이나 가격, 서비스 등의 제품력에 영향을 미칠 것이라는 가설을 세웠다. 또한 중소기업의 포지션우위는 고객성과나 재무성과 등의 기업의 마케팅성과에 영향을 미칠 것이라고 가정하였다. 가설 검정을 위해 백화점 또는 대형할인점과 같은 대형유통업체와 거래관계에 있는 200개 중소제조업체를 대상으로 설문을 진행하여 이 중 197개의 설문을 가설 검정에 사용하였다. 분석결과, 중소기업의 마케팅 역량중 브랜드 명성, 시장유대 역량, 고객유대 역량 등은 포지션 우위에 정(+)의 영향을 미치는 것으로 파악되었다. 또한 중소기업의 포지션 우위는 고객성과와 재무성과에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로, 본 연구의 학문적 기여도롤 논의하였고, 기업의 마케팅활동에 시사하는 점을 제시하였으며, 본 연구가 지닌 한계점과 향후 몇 가지 연구에 대한 제안점을 제공하였다.