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관계성과 제고를 위한 참여화, 혁신지향성, 그리고 관계규범의 역할

The Role of Participation, Innovation Orientation, and Relational Norm for Improving Relationship Performance

성민
한국전략마케팅학회 (Korean Strategic Marketing Association)|2016.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제24권 제4호|pp. 113-130|DOI http://dx.doi.org/10.21191/jms.24.4.06

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참고문헌

키워드

관계성과ParticipationRelationship Performance참여화혁신지향성유연성규범단결규범Innovation OrientationFlexibility NormSolidarity Norm

초록

본 연구의 목적은 관료적 구조화 차원인 참여화가 조직행동 차원인 혁신지향성과 관계규범 차원인 유연성규범과 단결규범을 매개로 관계성과에 어떻게 영향을 미치는지 파악하고, 관계성과를 향상시키기 위한 기업의 관계관리 방식을 살펴보기 위한 것이다. 국내 할인점 업태를 배경으로 하여 구매업체인 할인점과 판매업체인 공급업체의 관계에서 공급업체를 대상으로 설문조사를 실행하여 실증분석을 하였다. 샘플들은 국내 소재 할인점 업계 선두업체와 거래하는 1,588개의 공급업체들 중에서 200개의 공급업체들을 대상으로 하였다. PLS 구조방정식 모형 분석을 활용하여 가설을 검증한 결과, 혁신지향성을 증가시키는 참여화의 영향력이 존재하는 것으로 확인되었다. 또한, 유연성규범과 단결규범을 증가시키는 참여화의 영향력도 존재하는 것으로 확인되었다. 한편, 유연성규범과 단결규범을 증가시키는 혁신지향성의 영향력이 나타났다. 그리고 관계성과를 증가시키는 유연성규범과 단결규범의 영향력이 존재하는 것으로 확인되었다. 마지막으로, 본 연구의 이론적 의의와 관리적 시사점이 논의되었고, 연구의 한계점들과 더불어 향후 연구방향들이 제시되었다.

Abstract

While innovation orientation and relational norm dimensions are core mediating variables in the context of bureaucratic structure factor of discount store in relationship with supplier and the relationship performance of supplier, there have been limited studies which explore as to how each of innovation orientation and relational norm dimension has affects. The basic purpose of this study is to examine the relationship between discount store and its suppliers. The main purpose of this study is to examine how innovation orientation and each different dimension of relational norm(flexibility norm and solidarity norm) have mediating effects between bureaucratic structure factor(participation) and relational performance perceived by suppliers. An empirical study surveying 200 suppliers to deal with a leading discount store in Korea was conducted. An analysis of the collected data indicates that while participation of discount store has a positive influence on supplier’s innovation orientation, it has positive influence on flexibility norm and solidarity norm. Meanwhile, supplier’s innovation orientation has positive effects on flexibility norm and solidarity norm. This analysis also indicates that each of the relational norm dimension has a positive effect on supplier’s relationship performance. Finally, the authors discussed some theoretical contributions and managerial implications. And then, they presented limitations of this study and the future research directions.

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