코스메틱 산업에서의 유통경로상 거래관계가 갈등과 관계만족에 미치는 영향
The Effect of Business Relationships on Conflict and Satisfaction in the Cosmetics Industry’s Distribution Channel
1
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
Purpose – The cosmetics industry is a traditional high value- added industry in terms of the domestic demand, small batch production systems, exclusive competition, and raw materials highly dependent on overseas countries as well as an oligopolistic market structure. However, new foreign brands and growing consumer awareness of inexpensive products, has triggered a shift. In line with changing lifestyles and the polarization of consumption, the industry faces a new market structure. Among its key characteristics is the cosmetics industry’s numerous distribution channels (i.e., department stores, door-to-door sales, online shopping malls, brand shops, and discount stores). Therefore, the study of its distribution channels is essential. Research design, data, and methodology – The study analyzed channel distribution power divided into coercive and non-coercive power. The factors of coercive power included: unilateral request of an increase in commissions, interference in sales by taking advantage of a superior status, unilateral buck-passing at the time of a problem, unilateral request to stop sales activities, and a unilateral business contract; the factors of non-coercive power included favorable payment conditions, offers of various kinds of information, policy on commission reduction, pride in market entrance, and promotion support. In addition, the mediating variable “interdependence” was applied to the execution of department store (or mart) power and their shop conflicts and satisfaction to examine direct and indirect influential power. The methodology was a survey of managers of cosmetics shops in department stores (or marts). The questionnaire, based on a five-point Likert scale, included questions about basic personal information, execution of power, interdependence, conflict, and satisfaction. The study distributed 198 questionnaires and collected 131. Ten questionnaires with missing or hard to analyze data were excluded. Thus, 121 copies were analyzed. Results – According to the analysis, the execution of coercive power by department stores (or marts) did not affect interdependence, but the execution of non-coercive power did. Interdependence did not influence conflict, but did affect satisfaction. Additionally, the analysis revealed direct influential power: the execution of coercive power positively affected conflict and negatively influenced satisfaction; the execution of non-coercive power positively affected satisfaction. Conclusions – To offer suggestions for distribution business relations in the cosmetics industry, this study investigated how the execution of power by department stores (or marts) affected their shops. More specifically, it examined how much the execution of both coercive power and non-coercive power influenced conflict and satisfaction, and analyzed the mediating role of interdependence. In line with previous study results in various areas, coercive power was shown to be the source of conflict, leading to a decrease in satisfaction, whereas non-coercive power significantly positively influenced satisfaction. Moreover, non-coercive power increased interdependence, which led to greater satisfaction. As a result, interdependence had a mediating effect on non-coercive power and satisfaction. Based on the results, department stores (or marts) should look for improvements plans that increase interdependence. Such plans could alleviate conflict with the shops, increasing their satisfaction.
Abstract
Purpose – The cosmetics industry is a traditional high value- added industry in terms of the domestic demand, small batch production systems, exclusive competition, and raw materials highly dependent on overseas countries as well as an oligopolistic market structure. However, new foreign brands and growing consumer awareness of inexpensive products, has triggered a shift. In line with changing lifestyles and the polarization of consumption, the industry faces a new market structure. Among its key characteristics is the cosmetics industry’s numerous distribution channels (i.e., department stores, door-to-door sales, online shopping malls, brand shops, and discount stores). Therefore, the study of its distribution channels is essential. Research design, data, and methodology – The study analyzed channel distribution power divided into coercive and non-coercive power. The factors of coercive power included: unilateral request of an increase in commissions, interference in sales by taking advantage of a superior status, unilateral buck-passing at the time of a problem, unilateral request to stop sales activities, and a unilateral business contract; the factors of non-coercive power included favorable payment conditions, offers of various kinds of information, policy on commission reduction, pride in market entrance, and promotion support. In addition, the mediating variable “interdependence” was applied to the execution of department store (or mart) power and their shop conflicts and satisfaction to examine direct and indirect influential power. The methodology was a survey of managers of cosmetics shops in department stores (or marts). The questionnaire, based on a five-point Likert scale, included questions about basic personal information, execution of power, interdependence, conflict, and satisfaction. The study distributed 198 questionnaires and collected 131. Ten questionnaires with missing or hard to analyze data were excluded. Thus, 121 copies were analyzed. Results – According to the analysis, the execution of coercive power by department stores (or marts) did not affect interdependence, but the execution of non-coercive power did. Interdependence did not influence conflict, but did affect satisfaction. Additionally, the analysis revealed direct influential power: the execution of coercive power positively affected conflict and negatively influenced satisfaction; the execution of non-coercive power positively affected satisfaction. Conclusions – To offer suggestions for distribution business relations in the cosmetics industry, this study investigated how the execution of power by department stores (or marts) affected their shops. More specifically, it examined how much the execution of both coercive power and non-coercive power influenced conflict and satisfaction, and analyzed the mediating role of interdependence. In line with previous study results in various areas, coercive power was shown to be the source of conflict, leading to a decrease in satisfaction, whereas non-coercive power significantly positively influenced satisfaction. Moreover, non-coercive power increased interdependence, which led to greater satisfaction. As a result, interdependence had a mediating effect on non-coercive power and satisfaction. Based on the results, department stores (or marts) should look for improvements plans that increase interdependence. Such plans could alleviate conflict with the shops, increasing their satisfaction.
참고문헌 (48)
- Achrol, R. S., "Evolution of the Marketing Organization New Forms for Turbulent Environments", Journal of Marketing, 55(4), pp.77~93 (1991)
- Anderson, J. C., "A Model of the Distributor’s Perspective of Distributor-Manufacturer Working Relationships", Journal of Marketing, 48(4), pp.62~74 (1984)
- Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Partnership", Journal of Marketing, 54(1), pp.42~58 (1990)
- Anderson, J. C., "The Use of Pledges to Build and Sustain Commitment in Distribution Channel", Journal of Marketing Research, 29(1), pp.18~34 (1992)
- Assael, H., "The Politics of Distributive Trade Association : A Study in Conflict Resolution" (1967), Hofstra University Press
- Bacharach, S. B., "Bargaining: Power, Tactics and Outcomes" (1981), Jossey-Bass Inc
- Bass, J. D., "Potential Power and Power Use : an Investigation of Structure and Behavior", Academy of Management Journal, 36(3), pp.441~470 (1993)
- Buchanan, L., "Vertical Trade Relationship : The Role of Dependence and Symmetry in Attaining Organizational Goals", Journal of Marketing Research, 29(1), pp.65~75 (1992)
- Cartwright, D., "Handbook of Organizations", pp.1~47 (1965), Rand McNaily
- Chae, Seo-il, "Practice of Social Science Research Method" (2004), Hakhyunsa
- Dahl, Robert. A., "The Concept of Power", Behavioral Science, 2(3), pp.201~215 (1957)
- Emerson, R. M., "Power-Dependence Relations", American Sociological Review, 27(2), pp.31~41 (1962)
- Frazier, G. L., "The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels", Journal of Marketing, 55(1), pp.52~69 (1991)
- French, J. R., "Studies in Social Power", pp.612~613 (1959), University of Michigan Press
- Frazier, G. L., "The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels", Journal of Marketing, 55(1), pp.52~69 (1991)
- Gaski, J. F., "The Theory of Power and Conflict in Channel of Distribution", Journal of Marketing, 48(3), pp.9~29 (1984)
- Geyskens, I., "Economic and Social Satisfaction : Measurement and Relevance to Marketing channel Relationships", Journal of Retailing, 76(1), pp.11~32 (2000)
- Gundlach, G. T., "Exchange Interdependence and Interfirm Interaction : Research in a Simulated Channel Setting", Journal of Marketing Research, 31(4), pp.516~532 (1994)
- Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- French, J. R., "Studies in Social Power", pp.612~613 (1959), University of Michigan Press
- Huh, Nam-Il, "Study on Power and Conflict in Distribution Channels", Doctor, pp.1989
- Hunt, S. D., "Power in a Channel of Distribution : Sources and Consequences", Journal of Marketing Research, 11(2), pp.186~193 (1974)
- Jakki, M., "Communication Strategies in Marketing Channels : A Theoretical Perspective", Journal of Marketing, 50(4), pp.36~51 (1990)
- Kale, S. H., "Dealer Dependence Levels and Reciprocal Action in a Channel of Distribution in a Developing Country", Journal of Marketing, 58(1), pp.50~69 (2001)
- 2011 Cosmetic Industry Analysis Report, "KHIDI : Korea Health Industry Development Institute", 13~ (2012)
- 2014 Cosmetic Industry Analysis Report, "KHIDI : Korea Health Industry Development Institute", 88~ (2015)
- 김기영, "외식기업의 유통경로상 파워와 관계결속 관계 연구", 관광연구저널, 25(4), pp.191~208 (2011), 한국관광연구학회
- Kumar, N., "The Effects of Perceived Interdependence on Dealer Attitudes", Journal of Marketing Research, 32(3), pp.348~356 (1995)
- Kumar, N., "Interdependence, Punitive Capability and the Reciprocation of Punitive Actions in Channel Relationships", Journal of Marketing Research, 35(2), pp.225~235 (1998)
- Lawler, E. J., "Comparison of Dependence and Punitive Forms of Power", Social Forces, 66(2), pp.446~462 (1987)
- Lawler, E, J., "Coercive Capability in Conflict : A Test of Bilateral Deterrence Versus Conflict Spiral Theory", Social Psychology Quarterly, 51(2), pp.93~107 (1988)
- Leonidou, L. C., "Exercised Power as a Driver of Trust and Commitment in Cross-border Industrial Buyer-Seller Relationships", Industrial Marketing Management, 37(1), pp.92~103 (2008)
- 이현화, "유통업체의 위치기반 모바일 쇼핑서비스 제공에 대한 소비자 반응 : PAD 감정모델과 정보의 상황관련성을 중심으로", 유통연구, 17(2), pp.63~92 (2012), 한국유통학회[DOI]
- Lusch, R. F., "Sources of Power : Their Impact on Intra channel Conflict", Journal of Marketing Research, 13(4), pp.382~390 (1976)
- Nunnally, J. C., "Introduction to Psychological Measurement" (1978), McGraw-Hill
- Oh, Se-Jo, "Market-Oriented Distribution Management" (2006), Pakyoungsa
- 박수홍, "국내외 의류브랜드의 유통경로상의 거래관계와 반응에 관한 연구 - 백화점 입점업체를 중심으로 -", 유통경영학회지, 11(4), pp.79~106 (2008), 한국유통경영학회
- 박수홍, "한국시장 해외브랜드 의류의 유통경로 파워와 반응에 관한 연구", 무역연구, 7(4), pp.189~211 (2011), 한국무역연구원
- Pfeffer, J., "The External Control of Organizations: A Resource Dependence Perspective" (1978), Haper & Row Publisher, Inc
- Ping, R. A., "The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism and Neglect", Journal of Retailing, 69(3), pp.320~352 (1933)
- Rosenberg, L. J., "A New Approach to Distribution Conflict Management", Business Horizons, 17(10), pp.67~74 (1974)
- Rusbult, C. E., "Impact of Exchange Variables on Exit, Voice, Loyalty, and Neglect : An Integrative Model of Responses to Declining Job Satisfaction", Academy of Management Journal, 31(3), pp.599~627 (1988)
- 서민교, "택배부문에서 물류서비스 품질이 고객만족과 고객충성도에 미치는 영향", 물류학회지, 23(5), pp.239~262 (2013), 한국물류학회
- Wilkinson, I. F., "Power, Conflict and Satisfaction in Distribution Channels : An Empirical Study", International Journal of Physical Distribution and Material Management, 11(7), pp.20~30 (1981)
- 양회창, "리더와의 접촉빈도와 심리적 거리가 직무 디스트레스에 미치는 영향: 구성원이 인지하는 셀프리더십의 매개효과", 유통과학연구, 12(6), pp.41~48 (2014), 한국유통과학회
- 이호택, "대형유통업체에 대한 판매촉진비 지원의 선행요인과 결과: 자원기반관점과 힘-의존관점", 마케팅연구, 29(3), pp.51~71 (2014), 한국마케팅학회
- Yu, Jong-Pil, "Economic and Non-economic Factors on Korean Manufacturer Retailer Relations", Distribution and Consumer Research, 12(3), pp.297~318 (2002)
- 우종필, "제조업체-소매업체 간의 힘의 원천, 영향전략, 경제적 만족, 비경제적 만족, 신뢰가 장기지향성에 미치는 영향에 관한 연구:국내 할인점을 중심으로", 대한경영학회지, 22(1), pp.1~26 (2009), 대한경영학회