소매업체와 공급업체의 신뢰 및 결속에 관한 연구

Long-term relationship in distribution channels has been emphasized in the former researches. But many researches and literatures have not focused on how to achieve and maintain long-term relationship. To achieve and maintain long-term relationship, this study pays attention to the role of trust and commitment. The purpose of this study is explaining the relation between trust and commitment with the mutual perspectives of retailer and supplier. Research results indicate that trust has an effect on commitment, trust has two levels of firm and a responsible person, and perception of partners commitment has an effect on trust in two levels. And it shows that to increase perception of commitment, increasing commitment, quality of communication, satisfaction, reputation, and decreasing opportunistic behavior should be considered.