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의약품 도매상과 약국간 관계특성과 협력에 관한 연구

The Relationship Characteristics and Cooperation between Wholesalers and Small and Medium Pharmacy Stores in Medical Supplies Channel

김상현|김재륜
한국마케팅과학회 (Korean Scholars of Marketing Science)|2004.05|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제13호|pp. 183-208

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참고문헌

키워드

Satisfaction협력Cooperation만족관계특성의약품 유통경로도매상중소형 약국Relationship ChacteristicsMedical Supplies ChannelWholesalerSmall and Medium Pharmacy
주제분류경영학

초록

최근 영세한 국내 의약품 유통시장을 근대화하고 유통질서 확립을 위해 도매상 기능의 강화와 도매상과 약국간 협력체계 확립의 중요성에 대한 정부와 업계의 관심이 높아지고 있다. 본 연구는 의약품 유통경로에서의 도매상과 소매상간 관계특성 변수들을 파악하고 이들 변수들과 협력간 관계를 실증분석 하였다. 기존 연구와 이론적 배경을 토대로 의약품 유통경로에서의 관계특성 변수들로 관계주의, 보상적 힘, 신뢰, 의존을 선정하고 이들 변수들과 협력과 만족간 관계를 살펴보았다. 연구결과, 보상적 힘을 제외한 관계특성 변수들은 협력에 유의한 영향을 미치는 것으로 나타났으며, 협력은 만족에 유의한 영향을 미치는 것으로 나타났다. 이러한 연구결과를 토대로 의약품 유통경로에서 도매상과 중소형 약국간 협력관계를 강화시킬수 있는 방안들을 제시하였다.

Abstract

Recently, there is increasing interest in strengthening wholesaler functions and building cooperative relationships between wholesalers and small and medium pharmacy stores in medical supplies channel. Building cooperative relationships betweem wholesalers and small and medium pharmacy stores is a prior condition to normalize and modernize medical supplies channel. This study tries to understand relationship characteristics and examines the relationships between relationship characteristics and cooperation in medical supplies channel. Drawing from the previous studies, this article identifies relationalism, reward power, trust, and dependency as the relationship characteristics and empirically investigates their relationships.The study results confirm that relationship characteristics have significant effects on cooperation and satisfaction. Also cooperation influences satisfaction. Based on these study results, various plans to build cooperative relationships betweem wholesalers and small and medium pharmacy stores are suggested.

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