관습적 마아케팅경로에 있어서 구성원의 상호관계에 관한 연구

The Interrelationship between Dealing Partners in Conventional Marketing Channel

The objectives of this study are to conceptualize theoretically and to examine empirically the interrelationships among channel member's satisfaction, dependence, and performance being immanent between dealing partners, by integrating behavioral and economic approach to explain comprehensively the interrelationship between dealing partners in conventional marketing channel which have not studied in previous studies. To attain above objectives, latent variables and observed variables which had been immanent between licenced dealers and wholesalers in fish marketing channel were found out by exploratory study, and pre-test was conducted to select the proper variables, and then the model which could explain the interrelationships among the variables was set up. Three categories of varables were considered in this study. Namely, economic and noneconomic factors were identified as independent variable, the degree of satisfaction and dependence to dealing partner as intervening variable, and performance as dependent variable. The data for the study was obtained from a survey questionnaire of 214 licenced dealers who work in Pusan, Yusoo, and Kunsan and 190 wholesalers who work in whole country. Among them, 264 anayzable questionnaires(including 154 licenced dealers and 110 wholesalers)were collected. Statistical procedure to analyze the data was carried out by LISREL version 7. Major findings obtained from the results of the analysis are as follows. First, economic variables have a great influence on the degree of both licenced dealers' and wholesalers' satisfaction. Among economic variables, the degree of keeping wholesalers' payment date have greater influence on the degree of licenced dealers' satisfaction, and licenced dealers' faculty being able to send good fish in quality have greater influence on the degree of wholesaler's satisfaction than other variables. In short, licenced dealers make great account of wholesalers' payment, and wholesalers make great account of licenced dealers' faculty being able to send good fish in quality in dealing relationship. Second, noneconomic variables have more relevance to the degree of dependence in both sides than economic variables. This means that noneconomic variables as well as economic variables can be a factor to keep up the dealing relationship. Third, the degree of satisfaction and dependence have influence on performance in both sides. In the licenced dealers' side, the degree of dependence have greater influence on performance than the degree of satisfaction, on the other hand, in wholesalers' side, the degree of satisfaction have greater influence on performance than the degree of dependence. This means that wholesalers can easily substitute their dealing partner for another licenced dealer comparatively.