기업간 유통경로에서 상호신뢰가 영향전략에 미치는 영향
The Effect of the Mutual Trust on Influence Strategy in Industrial Marketing Channel
0
조회
0
다운로드
8
인용
0
참고문헌
키워드
초록
높은 불확실성과 지속적인 변화가 존재하는 최근의 기업환경속에서 다양한 전략목표를 달성하기 위해서는 신뢰를 바탕으로 우수한 파트너와의 전략적 관계형성이 그 어느 때보다 중요하다. 이러한 맥락에서 다양한 기업간 신뢰연구가 진행되어 왔으나, 대부분의 연구들이 거래당사자 일방에 국한되어 진행되어 옴에 따라 거래당사자 자신의 신뢰에 대한 상대방의 반응이나 상대방의 신뢰에 대한 거래당사자의 반응에 대해서는 연구가 진행되지 못했다. 이에 본 연구에서는 거래관계상에서 거래쌍방의 신뢰를 동시에 고려할 수 있는 신뢰개념으로서 상호신뢰를 제안함과 동시에 상호신뢰를 상호신뢰의 총합과 불균형성의 두 가지 차원으로 구분하였다. 또한 실제 거래관계에 있는 개별 거래당사자들로부터 쌍대비교 자료를 수집하여 실증분석함으로써 기업간 거래관계상에서 상호신뢰의 실체를 파악하고자 하였다. 본 연구에서는 상호신뢰의 결과변수로서 영향전략을 제시하였는데, 실증분석 결과 구매업체집단 및 공급업체집단 모두에서 상호신뢰의 총합이 증가함에 따라 두 가지 유형의 영향전략이 증가함을 밝혀냈으나, 상호신뢰의 불균형성에 대해서는 일부 가설만이 지지되었다.
Abstract
This is the time that corporations need to establish strategic alliances with excellent partners because it is hard for them to achieve the business goals in this complex, fast-changing, and uncertain corporation surroundings. In fact, the relationship among corporations has been studied in this context. However, most of the studies were limited to one business party; as a result, reciprocal response from one party to the other party has not been studied enough. Therefore, this study suggested the mutual trust, which is a trust concept, considering trust between both parties in business relationship. Also, this study tried to find out the substance of mutual trust in corporation-level business relationships by analyzing the dyadic data, collected from each business party in actual business relationship. In this case, the data should be divided into two dimensions, such as magnitude and asymmetry. In conclusion, this study suggested the influence strategy as a consequence variable for the mutual trust, and it finally showed that the two kinds of influence strategies increase as the total of mutual trust from both sellers and buyers increases. However, this study has a limit that only partial portion of hypotheses about the asymmetry was supported.
참고문헌 (33)
- Andaleeb, Syed Saad, "Dependence Relations and the Moderating Role of Trust: Implications for Behavioral Intentions in Marketing Channels", International Journal of Research in Marketing, 12(2), pp.157~172 (1995)
- Anderson, Erin, "Determinants of Continuity in Conventional Industrial Channel Dyads", Marketing Science, 9, pp.310~323 (1989)
- Anderson, James C., "A Model of Distribution Firm and Manufacturing Firm Working Partnership", Journal of Marketing, 54(1), pp.42~58 (1990)
- Bigley, Gregory A., "Straining for Shared Meaning in Organization Science: Problems of Trust and Distrust", Academy of Management Review, 23(3), pp.405~421 (1998)
- Boyle, Brett, "Influence Strategy in Marketing Channels: Measures and Use in Different Relationships Structure", Journal of Marketing Research, 29, pp.462~473 (1992)
- Coleman, James Samuel, "Foundations of Social Theory" (1990), Belknap Press of Harvard University Press
- Doney, Patricia M., "An Examination of The Nature of Trust in Buyer-Seller Relationships", Journal of Marketing, 61, pp.35~51 (1997)
- Dwyer, F. Robert, "Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels", Journal of Mareketing Research, 24, pp.347~358 (1987)
- Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18, pp.39~50 (1981)
- Frazier, Gary L., "Interfirm Influence Strategies and Their?Application Within Distribution Channels", Journal of Marketing, 48, pp.43~55 (1984)
- Frazier, Gary L., "Interfirm Power and Its Use Within a Franchise Channel of Distribution", Journal of Marketing Research, 23, pp.169~176 (1986)
- Frazier, Gary L., "The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels", Journal of Marketing, 55, pp.52~69 (1991)
- Gambetta, Diego, "Trust: Making and Breaking Cooperative Relations" (1988), Basil Blackwell
- Ganesan, Shankar, "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58, pp.1~19 (1994)
- Gaski, John F., "The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel", Journal of Marketing Research, 22, pp.130~142 (1985)
- Gundlach, Gregory T., "Exchange Interdependence and Interfirm Interaction: Research in a Simulated Channel Setting", Journal of Marketing Research, 31, pp.516~532 (1994)
- Hunt, Shelby, "Power in a Channel of Distribution: Sources and Consequences", Journal of Marketing Research, 11, pp.186~193 (1974)
- John, George, "The Reliability and Validity of Key Informant Data from Dyadic Relationships in Marketing Channels", Journal of Marketing Research, 19, pp.517~524 (1982)
- Johnson-George, Cynthia, "Measurement of Specific Interpersonal Trust: Construction and Validation of a Scale to Assess Trust in a Specific Other", Journal of Personality and Social Psychology, 43(6), pp.1306~1317 (1982)
- Kee, Herbert W., "Conceptual and Methodological considerations in the Study of Trust", Journal of Conflict Resolution, 14(3), pp.357~366 (1970)
- Kim, Stephen Keysuk, "Interdependence and Its Consequences in Distributor-Supplier Relationships: A Distributor Perspective Through Response Surface Approach", Journal of Marketing Research, 40, pp.404~412 (2003)
- Kumar, Nirmalya, "The Effects of Perceived Interdependence on Dealer Attitudes", Journal of Marketing Research, 32, pp.348~356 (1995)
- Kumar, Nirmalya, "Interdependence, Punitive Capability, and the Reciprocation of Punitive Actions in Channel Relationships", Journal of Marketing Research, 35, pp.22~ (1998)
- Lewicki, Roy James, "Developing and Maintaining Trust in Work Relationships, In R. M. Kramer & T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research", pp.114~139 (1996), Sage
- Mishra, Aneil K., "Organizational Responses to Crisis: The Centrality of Trust, in R. M. Kramer and T. R. Tyler(Eds.), Trust in Organization: Frontiers of Theory and Research", pp.261~287 (1996), Sage Publications
- Moorman, Christine, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations", Journal of Marketing Research, 29, pp.314~328 (1992)
- Morgan, Robert M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
- Nooteboom, Bart, "Effects of Trust and Governance on Relational Risk", Academy of Management Journal, 40(2), pp.308~338 (1997)
- Nunnally, Jim C., "Psychometric Methods" (1978), McGraw Hill
- Sabel, Charles F., "Studied Trust: Building New Forms of Cooperation in a Volatile Economy", Human Relations, 46, pp.1133~1170 (1993)
- Schul, Patirick L., "The Impact of Channel Leadership Behavior on Intrachannel Conflict", Journal of Marketing, 47(2), pp.21~34 (1983)
- Sheppard, Blair H., "The Grammars of Trust: A Model and General Implications", Academy of Management Review, 23(3), pp.422~437 (1998)
- Smith, J. Brock, "The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships", Journal of Marketing, 61, pp.3~21 (1997)