본사와 대리점 간에 형성된 상호신뢰와 유통방식이 재무적 성과, 협력, 충성도에 미치는 영향 = The Effects of Mutual Trust between Manufacturer and Distribution Channel Partner and Distribution Types on Financial Performance, Cooperation, and Loyalty

다국어 초록 (Multilingual Abstract)

[Purpose]The purpose of this study is to provide implication from the empirical research regarding how the mutual trust and distribution types impact to financial performance, cooperation, and loyalty.
[Methodology]Four hundred questionnaires distributed and 334 questionnaires collected from sales related people who work in exclusive or non－exclusive dealing manufacturers or distributors. The analysis was conducted with 324 questionnaires after removing error data by reliability, exploratory factor analysis, correlation, and Two－Way MANOVA.
[Findings]This study found that a high level of mutual trust group showed higher financial performance, cooperation, and loyalty than a low group. The non－exclusive dealing group has higher financial performance and loyalty than the exclusive dealing group. Moreover, high mutual trust*non－exclusive group showed higher financial performance than the others.
[Implications]A manager needs to improve mutual trust to achieve the goals. Also, allow people in the exclusive dealing group to expose against the competitive situation to improve competitiveness. Moreover, the manager should think about higher mutual trust and non－exclusive dealing type as a new distribution channel strategy in case of a low level of trust against the partner.

국문 초록 (Abstract)

[연구목적]본 연구는 상대적으로 연구가 부족했던 본사와 대리점 간에 형성된 상호신뢰와 전속, 비전속 유통방식에 따른 그룹 간 재무적 성과, 협력, 충성도의 차이를 실증하여, 시사점을 제공하는데, 그 목적이 있다.
[연구방법]본 연구의 자료는 전속, 비전속 방식의 유통을 하는 본사와 대리점의 영업 관련 직원을 대상으로 총 400부 설문지를 나누어 주어 334부가 회수되었다. 이 중 불성실 응답을 제외한 324부를 분석 자료로 활용하였다. 실증연구를 위해 신뢰도, 탐색적 요인, 상관관계, 이원 다변량 분산분석을 시행하였다.
[연구결과]상호신뢰가 높은 그룹은 상호신뢰가 낮은 그룹에 비교해 재무적 성과, 협력, 충성도 수준이 높았다. 비전속 유통방식은 전속 유통방식보다 재무적 성과와 충성도가 높았다. 특히, 상호신뢰와 유통방식의 상호작용에서는 상호신뢰가 높으면서 비전속 방식의 유통을 하는 그룹이 상호신뢰가 낮고 전속 유통을 하는 그룹보다 재무적 성과가 높은 결과를 보였다.
[연구의 시사점]첫째, 성과달성을 위해 기업 간 상호신뢰의 수준을 높이는 것이 필요하다. 둘째, 전속 유통방식을 채택하고 있는 기업은 구성원들을 경쟁에 노출하여 경쟁력을 강화할 수 있는 프로그램과 정책이 필요하다. 셋째, 기업은 상대방에 대한 신뢰가 낮은 경우, 재무적 성과달성을 위해서 상호신뢰를 바탕으로 한 비전속 방식의 유통채널 전략을 고려해야 한다.

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