본문 바로가기
KERD
논문KCI 등재

관계해지의도의 결과변수에 관한 탐험적 연구

An Exploratory Study on the Consequences of Dissolution Intention

강보현
한국전략마케팅학회 (Korean Strategic Marketing Association)|2011.04|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제19권 제1호|pp. 71-88

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

협력Cooperation기회주의Opportunism거래특유투자Transaction Specific Investment관계해지의도완전한 관계해지Dissolution IntentionComplete Dissolution

초록

지금까지의 관계해지에 관한 연구들은 관계해지의도를 최종 결과변수로 간주하여 연구를 수행하였으며, 관계해지의도가 형성된 이후에 관해서는 연구된 바가 전혀 없었다. 즉, 관계해지의도를 완전한 관계해지와 동일시함으로써 관계해지의도의 형성으로부터 일어나는 관계해지의 모습을 간과한 문제점을 가지고 있었다. 본 연구는 이에 대한 문제점을 해소하고 관계해지의도가 형성된 후에 어떤 경로를 통해 완전한 관계해지로 나아가는 지를 규명하기 위하여 탐험적 시도로서 수행되었다. 즉, 관계해지의도가 형성된 이후부터 완전한 관계해지가 일어나기 전까지의 영역을 대상으로 하여 관계해지의도의 결과변수들이 기회주의의 증가와 거래특유투자의 감소, 그리고 협력의 감소임을 밝히고 관계해지의도와 결과변수들 간의 관계를 제시함으로써 관계해지의도로부터 완전한 관계해지로 이루어지는 과정에서 나타나는 변수들의 인과관계를 실증적으로 살펴보았다. 국내신문사(판매자)와 신문지국(구매자)의 관계에서 신문지국의 관점을 대상으로 설문조사를 수행하여 실증분석을 한 결과, 본 연구에서 제시한 5개의 가설들이 모두 지지되었다. 즉, 관계해지의도를 가지게 된 주체는 기회주의가 증가되고 거래특유투자를 감소시킴으로써 판매자와의 협력이 붕괴되는 과정을 통해 완전한 관계해지로 나아감을 밝혔다. 마지막에는 본 연구의 이론적 공헌점 및 관리적 시사점을 논의하였고 연구의 한계점 및 향후의 연구방향을 제시하였다.

Abstract

So far, research on the dissolution of relationship has regarded dissolution intention as a final variable. Therefore, it has not investigated phenomena after the formation of dissolution intention. This study is an exploratory effort which shows the mechanisms of deterioration of dissolution intention toward complete dissolution. This study has a scope from the formation of dissolution intention to right before the complete dissolution. This study has investigated the consequences of dissolution intention(increasing opportunism, decreasing transaction specific investment, and decreasing cooperation) and the causal relationships among them empirically. As a result of testing hypotheses, using data collected from 179 newspaper branch managers, all the hypotheses are supported. Dissolution intention has a positive effect on opportunism and negative effect on transaction specific investment. Opportunism decreases transaction specific investment and cooperation. Transaction specific investment has a positive effect on cooperation. Finally, the author discussed theoretical contributions, managerial implications, and limitations of this study and presented future research directions.

참고문헌 (56)

  1. 강보현, "관계종결비용, 대안의 매력도, 목표불일치, 불공정성, 그리고 관계해지의도의 관계에서 의존과 갈등의 매개역할", 마케팅연구, 24(1), pp.181~202 (2009), 한국마케팅학회
  2. 강보현, "환경의 동태성이 관계해지의도에 미치는 영향", 유통연구, 10(1), pp.85~106 (2005), 한국유통학회
  3. 강보현, "환경의 불확실성이 관계해지의도의 촉진과 완화에 미치는조절효과에 관한 연구", 경영학연구, 34(5), pp.1501~1533 (2005), 한국경영학회
  4. 배병렬, "LISREL 구조방정식 모델 이해와 활용" (2002), 대경
  5. 오세조, "저결속 구매자-판매자 관계에서 관계해지의완화요인과 촉진요인", 유통연구, 9(3), pp.21~47 (2004), 한국유통학회
  6. 임영균, "지각된 거래특성이 경로구성원의 이탈의도에 미치는 영향", 경영학연구, 24(3), pp.113~144 (1995), 한국경영학회
  7. Anderson,Erin, "Transaction Costs as Determinants of Opportunism in Integrated and Independent Sales Forces", Journal of Economic Behavior and Organization, 9, pp.247~264 (1988)
  8. Anderson,Erin, "Make-or-Buy Decisions:Vertical Integration and Marketing Productivity", Sloan Management Review, 27, pp.3~19 (1986)
  9. Anderson,Erin, "Determinants of Continuity in Conventional Industrial Channel Dyads", Marketing Science, 8, pp.310~323 (1989)
  10. Anderson,Erin, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, 29, pp.18~34 (1992)
  11. Anderson,Erin, "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54, pp.42~58 (1990)
  12. Bradach,Jeffrey L., "Price,Authority,and Trust:From Ideal Types to Plural Forms,in Annual Review of Sociology", pp.97~118 (1989), Annual Reviews,Inc
  13. Brown,James R., "Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanism", Journal of Marketing, 64, pp.51~65 (2000)
  14. Doney,Patricia M., "An Examination of the Nature of Trust in Buyer-Seller Relationships", Journal of Marketing, 61, pp.35~51 (1997)
  15. Doyle,Peter, "Signals of Vulnerability in Agency-Client Relations", Journal of Marketing, 44, pp.18~23 (1980)
  16. Durden,G., "Commonalities in the Reasons for Switching Advertising Agencies:Corroboratory Evidence from New Zealand", International Journal of Advertising, 16(1), pp.62~69 (1997)
  17. Dwyer,F.Robert, "Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels", Journal of Marketing Research, 24, pp.347~358 (1987)
  18. Dwyer,F.Robert, "Developing Buyer-Seller Relationships", Journal of Marketing, 51, pp.11~27 (1987)
  19. Fornell,C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18, pp.39~50 (1981)
  20. Frazier,Gary L, "Interorganizational Exchange Behavior in Marketing Channels:A Broadened Perspective", Journal of Marketing, 47, pp.68~78 (1983)
  21. Gadde,Lars-Erik, "Stability and Change in Network Relationships", International Journal of Research in Marketing, 4(1), pp.29~41 (1987)
  22. Ganesan,Shankar, "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58, pp.1~10 (1994)
  23. Gassenheimer, "Cooperative Arrangements Among Entrepreneurs:An Analysis of Opportunism and Communication in Franchise Structures", Journal of Business Research, 36, pp.67~79 (1996)
  24. Halinen,Aino, "A Process Theory of Relationship Ending", International Journal of Service Industry Management, 13, pp.2~ (2002)
  25. Hardy,Kenneth G., "Dealing with Cheating in Distribution", European Journal of Marketing, 23(2), pp.123~129 (1989)
  26. Havila,Virpi, "The Principle of the Conversation of Relationship Energy:or Many Kinds of New Beginnings", 13th International Conference on Industrial Marketing and Purchasing (1997)
  27. Heide,Jan B., "The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels", Journal of Marketing, 52, pp.20~35 (1988)
  28. Heide,Jan B., "Do Norms Matter in Marketing Relationships", Journal of Marketing, 56, pp.32~44 (1992)
  29. Heide,Jan B., "Vendor Consideration and Switching Behavior for Buyers in High-Technology Markets", Journal of Marketing, 59, pp.30~43 (1995)
  30. Henke,Lucy, "A Longitudinal Analysis of the Ad Agency-Client Relationship:Predictors of an Agency Switch", Journal of Advertising Research, 36(2), pp.25~30 (1995)
  31. Hibbard,Jonathan D., "Examining The Impact of Destructive Acts in Marketing Channel Relationships", Journal of Marketing Research, 38, pp.45~61 (2001)
  32. Hirschman,Albert O, "Exit,Voice,and Loyalty:Responses to Decline in Firms,Organizations,and States" (1970), Harvard University Press
  33. Hocutt,Mary Ann, "Relationship Dissolution Model:Antecedents of Relationship Commitment and the Likelihood of Dissolving a Relationship", International Journal of Service Industry Management, 9(2), pp.189~200 (1998)
  34. Jap,Sandy D., "Control Mechanisms and the Relationship Life Cycle:Implications for Safeguarding Specific Investments and Developing Commitment", Journal of Marketing Research, 37, pp.227~245 (2000)
  35. John,George, "An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel", Journal of Marketing Research, 21, pp.278~289 (1984)
  36. Keaveney,Susan M, "Customer Switching Behavior in Service Industries:An Exploratory Study", Journal of Marketing, 59, pp.71~82 (1995)
  37. Lohtia,Ritu, "What Constitutes a Transaction-Specific Asset? An Examination of the Dimensions and Types", Journal of Business Research, 30, pp.261~270 (1994)
  38. Macneil,Ian R, "The New Social Contract.New Haven" (1980), Yale University Press
  39. Michell,Paul C.N, "Auditing of Agency-Client Relations", Journal of Advertising Research, 26(6), pp.29~41 (1987)
  40. Michell,Paul C.N, "Point of View:Advertising Account Loyalty-A Segmentation Approach", Journal of Advertising Research, 27(6), pp.61~67 (1988)
  41. Morgan,Robert M, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
  42. Nevin,John R, "Relationship Marketing and Distribution Channels:Exploring Fundamental Issues", Journal of the Academy of Marketing Science, 23, pp.327~334 (1995)
  43. Nunnally,Jum C, "Psychometric Theory,2nd ed" (1978), McGraw-Hill Book Company
  44. Phillips,Lynn W, "Explaining Control Losses in Corporate Marketing Channels:An Organizational Analysis", Journal of Marketing Research, 19, pp.525~549 (1982)
  45. Ping,Robert A.,Jr, "The Effects of Satisfaction and Structural Constraints on Retailer Exiting,Voice,Loyalty,Opportunism,and Neglect", Journal of Retailing, 69(3), pp.320~352 (1993)
  46. Ping,Robert A.,Jr, "Does Satisfaction Moderates the Association Between Alternative Attractiveness and Exit Intention in a Marketing Channel", Journal of the Academy of Marketing Science, 22(4), pp.364~371 (1994)
  47. Ping,Robert A.,Jr, "Some Uninvestigated Antecedents of Retailer Exit Intention", Journal of Business Research, 34, pp.171~180 (1995)
  48. Ping,Robert A.,Jr, "Voice in Business-to-Business Relationships:Cost-of-Exit and Demographic Antecedents", Journal of Retailing, 73(2), pp.261~281 (1997)
  49. Ping,Robert A.,Jr, "Unexplored Antecedents of Exiting in a Marketing Channel", Journal of Retailing, 75(2), pp.218~241 (1999)
  50. Roos,Inger, "Switching Processes in Customer Relationships", Journal of Service Research, 2(1), pp.68~85 (1999)
  51. Rubin,Paul, "Managing Business Transactions" (1990), The Free Press
  52. Stewart,Kate, "The Customer Exit Process-A Review and Research Agenda", Journal of Marketing Management, 14, pp.235~250 (1998)
  53. Stump,Rodney L., "Controlling Supplier Opportunism in Industrial Relationships", Journal of Marketing Research, 33, pp.431~441 (1996)
  54. Tähtinen,Jaana, "Research on Ending Exchange Relationships:A Categorization,Assessment,and Outlook", Marketing Theory, 2(2), pp.165~188 (2002)
  55. Williamson,Oliver E, "Markets and Hierarchies,Analysis and Antitrust Implications" (1975), The Free Press
  56. Williamson,Oliver E, "The Economic Institutions of Capitalism:Firms,Markets,Relational Contracting" (1985), The Free Press

관련 논문AI추천

경로구성원의 경로 이탈의도 영향요인에 관한 연구강명주, 박혜진, 정연주한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2008 · 제16권 제1호가맹사업거래에서의 관계종식: 탐색적 연구이홍, 변숙은, 임영균, 최필호한국프랜차이즈학회 · 프랜차이징 저널2022 · 제8권 제1호자동차부품 공급업체와 구매업체의 관계에서 관계갈등 감소요인과 증대요인이 관계이탈에 미치는 영향편해수한국중재학회 · 중재연구2021 · 제31권 제4호전략고객과의 거래에서 관계규범, 관계몰입, 이탈, 성과간 관계: 공급업체 관점편해수한국전문경영인학회 · 전문경영인연구2016 · 제19권 제4호온라인 쇼핑몰의 관계해지의도 결정요인에 관한 연구김경민, 김경희한국소비문화학회 · 소비문화연구2009 · 제12권 제1호소매업체와 공급업체 간 관계에서 거래특유투자와 협업적 공동노력 간 관계: 신뢰의 조절효과김상덕, 박경도, 송치훈한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2015 · 제23권 제3호

이 간행물의 다른 논문 (5건)

프랜차이즈 본부의 리더십이 가맹점의 조직동일시, 조직시민행동, 그리고 수익성에 미치는 영향 : 조직 냉소주의의 조절효과김상덕pp. 1-27희소성 메시지 유형에 따른 소비자 태도효과 : 온라인 화장품 광고에 있어 관여도와 자기감시성의 조절효과를 중심으로박현희pp. 29-47A Mediating Effect of Cross-Functional Interface in the Relationship between Market Orientation and the Level of IMC Implementation양영익pp. 49-69여행업에서의 e-CRM 구성요인이 고객만족과 웹사이트 재방문에 미치는 영향에 관한 연구김상현, 김태규, 김근아pp. 89-108컬러마케팅이 브랜드카리스마와 브랜드충성도에 미치는 영향: 부여 ‘굿뜨래’ 공동브랜드를 중심으로권기대, 김신애pp. 109-126
원문 보기