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할인점 유통경로에서 벤더 영업성과의 선행요인에 관한 연구

A Study on the Antecedents of Vendor Performance in Discount Store Channels

김상덕|신명훈
한국전략마케팅학회 (Korean Strategic Marketing Association)|2019.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제27권 제2호|pp. 24-39|DOI http://dx.doi.org/10.22736/jms.27.2.02

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키워드

거래비용이론자원기반관점Buyer바이어영업성과Sales Performance벤더관계마케팅이론VendorTransaction Cost TheoryResource-Based ViewRelationship Marketing Theory

초록

할인점 유통경로에 관한 연구들은 대부분 바이어인 할인점의 성과를 중심으로 이루어져 왔고, 벤더의 성과에 관한 연구는 찾아보기 힘들다. 때문에 할인점 유통경로의 리더인 바이어가 벤더와의 상생을 위해 어떠한 일을 해야 하는지 구체적인 방안을 도출하는데 한계를 가질 수 밖에 없다. 본 연구는 이러한 문제점을 극복하기 위해 시도되었고, 거래비용이론, 자원기반이론, 관계마케팅이론 관점에서 벤더의 영업성과에 영향을 미칠 가능성이 있는 선행요인들을 실증하는 것을 그 목적으로 하고 있다. 국내 할인점 유통경로의 바이어와 벤더 143쌍을 대상으로 설문조사가 수행되었고, 회귀분석을 이용한 가설검정 결과 할인점 유통경로에서 바이어의 거래특유투자와 거래빈도, 유연규범과 단결규범은 예상한 대로 벤더의 영업성과에 긍정적인 영향을 미쳤다. 하지만 벤더의 자원보유수준과 자원활용가능성 등 자원기반관점 변수들과 정보교환규범은 벤더의 영업성과에 영향을 미치지 않았고, 환경불확실성은 부정적인 영향을 미쳤다.

Abstract

Buyers seek vendor performance improvement because this outcome make them more competitive in retailing market. However, there are few studies deal with vendor performance, while plenty of studies deal with buyer performance. Therefore they have limitations in deriving win-win strategies between buyers and vendors in distribution channels. The study tried to investigate the antecedents of vendor performance from three major theories, transaction cost theory, resource based view, and relationship marketing theory, in Korean discount store channels to overcome this problem. To test the research model empirically, data were collected from 143 buyer-vendor dyads of a discount store company in Korea. Regression analysis was used to test hypothesis. In general, the results provided supports for the hypothesis. As expected, buyer’s transaction specific investment, transaction frequency, flexibility norms, and solidarity norms had positive effects on vendor performance. And environmental uncertainty had a negative effect on it. However resource retention level and resource availability had no significant effects on it.

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