A Study on Cooperation in the Franchise Channel of Garment Goods

패션 프랜차이즈 경로에서의 협력에 관한 연구

Marketing channels have been characterized as social systems by the recent channel literatures. Under this assumption, many channel behavioral theories were developed by examining hypothetical relationships among several channel variables. Among them, interrelationship of channel cooperation with other variables has been one of major concerns to channel managers. From this point of view, the objective of this paper is to examine the role of cooperation in the franchise system of garments goods. In order to achieve our goal, data was collected from garment retailers and a simple random sample of 150 dealers was drawn and tested. Major findings through the data analysis are as follows : 1. Higher levels of dependence lead to higher levels of cooperation. 2. Noncoercive sources of power tends to increase intrachannel cooperation. However, the hypothesis that higher levels of coercive sources of power will lead to lower levels of cooperation was not statistically supported. 3. Another hypothesis that higher levels of conflict will lead to lower levels of cooperation was partially supported. 4. Higher levels of cooperation lead to higher levels of cooperation. In this study, data was gathered from the retail side of the franchise channel dyad for garments goods. Therefore, future research are suggested to investigate respondents of both sides(franchiser and franchisee) of the channel dyad.