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The Influence of Dependence on Satisfaction and Commitment in Store-Tenant RelationshipThe Mediating Role of Power - The Case of Department Stores in China

이현정|정인식|배재현
한국전략마케팅학회 (Korean Strategic Marketing Association)|2008.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제16권 제2호|pp. 57-80

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참고문헌

키워드

중국의존성백화점Relationship관계성Department StoreDependenceChinaI. Introduction

초록

이 연구는 중국에 있어서의 백화점의 임차인에 대한 영향력 행사가 관계교환에 미치는 영향에 관한 것이다. 백화점과 임차인 간의 관계는 일종의 일방적인 관계구조를 가진 수평적 관계라 하겠다. 따라서 이 연구는 중국에서의 295개 백화점 임차인을 대상으로 백화점이 임차인에 행하는 강압적/비강압적 행위가 임차인과의 관계형성에 미치는 영향을 규명하고 있다. 임차인에 대한 강압적인 영향력 행사는 임차인의 관계성에 대한 만족에 긍정적인 영향을 미치지 못 하는 것으로 나타났다. 오히려 비강압적인 영향력 행사가 임차인의 사회적, 경제적 만족에 긍정적인 영향을 주는 것으로 나타나고 있다. 중국에서의 대형 백화점의 임차인에 대한 우월적 지위는 중국 소매형태에 기인하며 현대에서도 그 영향력이 크다 하겠다.

Abstract

This study examines the use of power in exchange relationship between department stores and their retail tenants in China. The store-tenant relationship in this study is a kind of horizontal channel relationship with a unilateral dependence structure. This study uses data from 295 sub-tenant retailers in China to examine the use of coercive and non-coercive influence strategies by department stores to manage their relationships with sub-tenants. It was found that the use of coercive power by the department store, as perceived by subtenant retailers, has no effect on their satisfaction. Rather, it is the store’s use of non-coercive power that produces a positive effect on sub-tenant retailers’economic and social satisfaction which in turn has a positive effect on their commitment and on performance. The power of large department stores is embedded with their historical role of being the state’s retailing arm and still having strong influence on small retailers.

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