공급업체와 유통업체간 갈등해결전략이 관계의 질에 미치는 영향 = The Effects of Conflict Resolution Strategy on Relationship Quality between Suppliers and Distributors

국문 초록 (Abstract)

>본 연구는 갈등해결전략이 공급업체와 유통업체간 관계의 질에 어떠한 영향을 미치는 지를 분석하는데 주요 목적이 있다. 이를 위해 문제해결, 타협, 공격에 의한 갈등해결전략이 신뢰수준에 미치는 영향을 살펴보고, 기업과 담당자 수준의 신뢰관계를 검토하였으며, 결속을 형성하는데 있어 신뢰수준에 대한 역할을 분석하였다. 연구대상으로는 다단계 판매업체에 제품을 공급하는 벤더를 중심으로 최종 109개를 확보하였다. 분석결과 문제해결전략은 신뢰수준에 뚜렷한 영향을 주지 않는 것으로 나타났다. 타협전략은 기업에 대한 신뢰에는 긍정적인 영향을 미치지만, 담당자에 대한 신뢰에는 유의한 영향을 미치지 않았다. 공격전략은 신뢰수준을 감소시키는 것으로 나타났다. 그리고 기업에 대한 신뢰는 담당자에 대한 신뢰에 긍정적인 영향을 주고 있으며, 기업에 대한 신뢰와 담당자에 대한 신뢰는 결속을 증가시키는 것으로 나타났다.

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