유통경로 구성원 간 고객지향적 영역초월행동의 선행변수에 관한 연구

Recently, scholars of marketing channels are interested in customer oriented boundary spanning behaviors which mainly have been dealt in field of organizational behaviors. Boundary spanning is the activity by which individuals within organizations bridge external needs and provide information for internal users. In the context of this study. the author is interested in customer oriented boundary spanning behaviors(COBSB). COBSB are likely to be considered relatively more role-prescribed and those that are likely to be considered relatively more extra roles. such as. external representations. being vocal advocates to outsiders of the organization's image. goods. and services. internal influence. taking individual initiative in communications to the firm and co-workers. and oneself. and service delivery. serving customers in a conscientious. responsive. flexible. and courteous manner. However. previous empirical researches mainly have dealt with COBSB in the context of service industry focusing on the behaviors of frontline service employees. Few researches have interested in COBSB between distribution channel members, which makes scholars focus on service employee related antecedents of COBSB, such as, role stress and fairness perception. The lack of studies dealing with COBSB between distribution channel members make it difficult to understand the link between COBSB and a lot of interorganizational variables. such as. trust, commitment. dependence. transaction specific investment. opportunism, and relational norms. Hence this study try to deal with COBSB in the context of distribution channels and to test of a interorganizational model of antecedents. In short. the author proposes and tests the links between COBSB and six interorganizational constructs derived from four theoretical perspectives: (1) commitment-trust. (2) dependence. (3) transaction cost economics. and (4) relational norms. Each perspective specifies a different set and distinct causal ordering of focal constructs as the most critical for understanding interorganizational behaviors. For the purpose of empirical testing. the research was asked to professional research organization. By requesting H company which is having the most panels in distribution industry. 320 copies of questionnaires were collected during two months from December. 2007. The respondents were composed of three categories of retailers: (1) 100 of corporate retailers (sales agencies), (2) 120 of contractual retailers (franchisees), and (3) 100 of conventional retailers in Seoul. They were asked to respond to the survey via face-to-face interview conducted by a professional research company and were restricted to direct dealing authorities and manager with at least three months of dealing experience with suppliers. Data were collected through a key informant technique. The use of key informants in evaluating firm activities is consistent with prior study should not threaten measurement validity. The statistical characteristics of these 320 respondents came to the conclusion that were adequate for analysis. The analysis using path analysis indicated that trust. commitment of buyers had positive effects on COBSB. And Opportunism of suppliers had contrary effects on them. However. dependence. relational norms. and transaction specific investment affected them partially.