유통경로의 통제메커니즘, 갈등해결전략, 그리고 해지의도에 관한 연구

Studies dealing with conflict have been interested in typology, antecedents and consequences of it. However, there are few comprehensive researches dealing with conflict resolution strategies, control mechanisms they used, relations with performances which have a lot of practical implications for distribution channel managers. The purpose of this study is two-fold. First, this study examines under which control mechanisms four conflict resolution strategies, such as, problem solving, compromising, competing, and accommodating are used. Second, we tests how conflict resolution strategies affect relationship dissolution intention of partners empirically. For the purpose of empirical testing, we managed to obtain the list of retailers dealing with A company which has dominant market position in Korean cosmetic industry. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. The respondents were restricted to direct dealing authorities and manager with at least three months of dealing experience with the company. The analysis utilizing structural equation model indicated that trust-based control mechanism had positive effects on problem solving, compromising, and accommodating strategies, and had no effect of competing strategy. However, bureaucratic control mechanism had positive effect on accommodating strategy, had negative effect of compromising strategy, and had no effect on problem solving, competing strategies. In addition, relationship dissolution intention was weakened by problem solving strategies, and strengthened by compromising, competing and accommodating strategies.