제조업체의 대형유통업체에 대한 판매사원 파견의 선행요인과 결과

국문 초록 (Abstract)

소매과점화 현상은 제조업체의 대형유통업체에 대한 의존성을 심화시키고, 제조업체의 힘의 약화를 가져오며, 그로 인해 유통경로 상에서 다양한 갈등문제를 유발할 수 있다. 소매과점화에서 시작된 갈등 중 대표적인 것으로 제조업체와 대형유통업체간의 판매사원 파견에 대한 입장 차이를 들 수 있다. 판매사원 파견이 증가함에 따라 제조업체와 유통업체 간의 대립은 심해지고 있다. 이에 따라 본 연구는 제조업체의 대형마트 판매사원 파견의 원인을 설명할 수 있는 두 가지 이론을 제시하고, 판매사원의 파견이 제조업체의 성과에 미치는 영향을 규명하고자하였다.
제시된 모델을 실증하기 위하여 가전제품, 식음료, 생활용품 산업에서, 15개 기업의 마케팅 담당 직원을 대상으로 데이터를 수집하였다. 실증결과 자원의존이론 관점에서 선정한 채널유대는 제조업체의 판매사원 파견에 영향을 미치는 것으로 나타났으며, 제조업체의 브랜드 평판과 제품의 복잡성이 채널유대에 영향을 미치는 것으로 나타났다. 힘-의존이론 관점에서 선정한 유통업체 대체가능성 역시 판매사원 파견에 영향을 미치는 것으로 나타났으며, 제조업체의 경쟁강도와 수요의 변동성이 유통업체 대체가능성에 영향을 미치는 것으로 나타났다. 또한 제조업체의 판매사원 파견은 제조업체의 전반적인 성과에 영향을 미치는 것으로 나타났다.
본 연구가 이론적, 실무적으로 기여하는 점은 다음과 같다. 첫째, 국내유통환경에서 큰 이슈가 되고 있는 판매사원 파견에 대해 단순히 제조업체와 유통업체의 입장정리가 아닌 이론을 토대로 한 실증연구를 시도했다는 점이다. 둘째, 판매사원 파견을 제조업체와 유통업체의 공동활동으로 간주한다면, 다양한 관점에서 새로운 연구가 가능할 것이라는 점에서 향후 연구를 위한 시발점이 되었다는 점이다. 마지막으로 판매사원 파견에 대하여 제조업체와 유통업체가 상생할 수 있도록 합리적인 정책을 수립할 필요가 있음을 제시하였다.

다국어 초록 (Multilingual Abstract)

The emergence of large retailers engenders various types of conflicts between manufacturers and retailers. One of such conflicts often arises when large retailers ask manufacturers to dispatch sales personnel. The purpose of this study is to investigate the antecedents of dispatching sales personnel. We also examine the effects of sales personnel dispatch on performance of both retailers and manufacturers.
To validate our proposed model, we collected data from marketing managers in household electronics, food and beverage, and consumer product industries. The results showed that manufacturer’s brand reputation and product complexity are positively related to the channel bonding. Also, the channel bonding is positively related to the degree of sales personnel dispatch. Manufacturer’s competitive intensity and demand volatility are positively related to replaceability, which is found as an antecedent of sales personnel dispatch. Finally we found that dispatching sales personnel increases the manufacturer’s overall performance.
The contributions of our study are as following. First, we try to explain sales personnel dispatch based on the existing theories, and also try to show the effects of sales personnel dispatch on manufacturer performances. Second, we think our research can serve as a good starting point for further academic research regarding the sales personnel dispatch, and also can suggest several channel policy implications.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설설정
• Ⅲ. 연구방법 및 결과분석
• Ⅳ. 결론
• 참고문헌

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