국내 패션기업과 협력업체와의 관계에서 신뢰와 몰입에 영향을 미치는 변인: 관계 기간의 조절 효과
Antecedents and consequences of trust and commitment in apparel manufacturer-contractor relationships: The moderating role of length of relationship
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study examined regarding the moderating effect of length of relationship in the relationship among the antecedent variables (i.e., specific investment, opportunistic behavior, communication, uncertainty, interdependence, power imbalance, shared value, and flexibility) of trust and commitment, trust and commitment and firm performance and relationship satisfaction. A total of 128 apparel manufacturers participated in this study. Flexibility exerted the most positive effect on trust in short-term relationship, followed by specific investment. And opportunistic behavior was found to exert negative effect on trust. Commitment was found to be most negatively affected by power imbalance, followed by interdependence. Trust was shown to be significantly affected by communication, shared value and flexibility in short-term relationship. In the case of long-term relationship, commitment was shown to be significantly affected by uncertainty, interdependence, power imbalance and flexibility. Firm performance was positively affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. In case the length of relationship, firm performance was affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. The result of this research provides valuable data for making a concrete suggestion regarding the strategy for improving trust and commitment for the sake of the desirable relationship between apparel manufacturers and contractors.
Abstract
This study examined regarding the moderating effect of length of relationship in the relationship among the antecedent variables (i.e., specific investment, opportunistic behavior, communication, uncertainty, interdependence, power imbalance, shared value, and flexibility) of trust and commitment, trust and commitment and firm performance and relationship satisfaction. A total of 128 apparel manufacturers participated in this study. Flexibility exerted the most positive effect on trust in short-term relationship, followed by specific investment. And opportunistic behavior was found to exert negative effect on trust. Commitment was found to be most negatively affected by power imbalance, followed by interdependence. Trust was shown to be significantly affected by communication, shared value and flexibility in short-term relationship. In the case of long-term relationship, commitment was shown to be significantly affected by uncertainty, interdependence, power imbalance and flexibility. Firm performance was positively affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. In case the length of relationship, firm performance was affected by both trust and commitment. As for the effect of trust and commitment on relationship satisfaction, relationship satisfaction was also affected by both trust and commitment. The result of this research provides valuable data for making a concrete suggestion regarding the strategy for improving trust and commitment for the sake of the desirable relationship between apparel manufacturers and contractors.
참고문헌 (28)
- Anderson, E., "The use of pledges to build and sustain commitment in distribution channels", Journal of Marketing Research, 29, pp.18~34 (1992)
- Anderson, J. C., "A model of distributor firm and manufacturer firm working partnerships", Journal of Marketing, 54, pp.42~58 (1990)
- Arino, A., "Relational quality : Managing trust in corporate alliances", California Management Review, 44(1), pp.109~134 (2001)
- Cannon, J. P., "Buyer-supplier relationships and customer firm costs", Journal of Marketing, 65, pp.29~43 (2001)
- Dickerson, K. G., "Inside the fashion business" (2003), Prentice Hall
- Doney, P. M., "An examination of the nature of trust in buyer-seller relationships", Journal of Marketing, 61, pp.35~51 (1997)
- Doney, P. M., "Trust determinants and outcomes in global B2B services", European Journal of Marketing, 41(9), pp.1096~1116 (2007)
- Dwyer, F. R., "Developing buyer-seller relationships", Journal of Marketing, 51, pp.11~27 (1987)
- Ganesan, S., "Determinants of long-term orientation in buyer-seller relationships", Journal of Marketing, 58, pp.1~19 (1994)
- Garbarino, E., "The different roles of satisfaction, trust, and commitment in customer relationships", The Journal of Marketing, 63(2), pp.70~87 (1999)
- Heide, J. B., "Performance implications of buyer-supplier relationships in industrial markets : A transaction cost explanation", Journal of Business Research, 32(1), pp.57~65 (1995)
- Jap, S. D., "Control mechanisms and the relationship life cycle: Implications for safeguarding specific investment and developing commitment", Journal of Marketing Research, 37, pp.227~245 (2000)
- Jin, B., "Performance implications of information technology implementation in an apparel supply chain", Supply Chain Management : An International Journal, 11(4), pp.309~316 (2006)
- Joshi, A. W., "The contingent effect of specific asset investments on joint action in manufacturer-supplier relationships : An empirical test of moderating role of reciprocal asset investment, uncertainty, and trust", Journal of the Academy of Marketing Science, 27(3), pp.291~305 (1999)
- Kline, R. B., "Principles and practice of structural equation modeling" (2005), Guilford Press
- Kumar, N., "The effects of perceived interdependence on dealer attitudes", Journal of Marketing Research, 22, pp.348~356 (1995)
- 이동진, "조직간 관계의 질 형성과 거래지속 기간의 조절효과에 관한 연구: 수출업체와 수입업체를 중심으로", 아시아마케팅저널, 7(2), pp.1~22 (2005), 한국마케팅학회
- Lee, D. J., "Importers’ benevolence toward their foreign export suppliers", Journal of the Academy of Marketing Science, 32(1), pp.32~48 (2004)
- 이종태, "환경의 동태성이 유통경로 시스템에서 관계특성, 그리고 신용과 호의에 미치는 영향", 유통연구, 11(2), pp.29~57 (2006), 한국유통학회
- Lin, S. H., "Dimensions of apparel manufacturing strategy and production management", International Journal of Clothing Science and Technology, 14(1), pp.46~60 (2002)
- Morgan, R. M., "The commitmenttrust theory of relationship marketing", Journal of Marketing, 58, pp.20~38 (1994)
- Patton, M. Q., "Qualitative research & evaluation methods" (2001), Sage Publications
- Presser, J., "Survey pretesting: Do different methods produce different results?", Sociological Methodology, 24, pp.73~104 (1994)
- Saleh, M. A., "Determinants of importer commitment in international exchange : An agenda for future research", Journal of Management & Organization, 15(2), pp.186~205 (2009)
- Smith, J. B., "The effects of organizational differences and trust on the effectiveness of selling partner relationships", Journal of Marketing, 61, pp.3~21 (1997)
- Statistics Korea, "Report on marketing and manufacturing survey for 2009" (2009), Statistics Korea
- Ten, S. G., "A model for evaluation and selection of suppliers in global textile and apparel supply chains", International Journal of Physical Distribution & Logistics Management, 35(7), pp.503~523 (2005)
- Williamson, O. E., "The economic institutions of capitalism" (1998), The Free Press