유통경로에서 업무갈등과 관계갈등이 성과에 미치는 영향

Early conflict researchers in channel and organization area have focused on the definition of conflict construct, its cause, consequence and identified conflict resolution mechanism. Recent studies about conflict, however, have explored new assumption of complexity, a multidimensional conflict construct, contextual conflict management strategies, positive and negative conflict/consequence, and the conflict management. According to the new studies, this study has three purposes. First, this study is an attempt to propose a two-dimensional conflict structure Second, it has tried to examine the antecedents and consequences in an interorganizational context between manufacturers and mega distributor. Third, it has investigated the role of conflict resolution strategies as a moderating between task conflict and new product success. A total of ten hypotheses were established through prior studies dealing with conflict and relationship marketing theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of discount stores and TV home-shopping. Structural Equation Modeling on the basis of the results of survey were done to analyze. As a result, five among 10 hypotheses were supported. The analysis result indicated that the magnitude of interdependence has the positive effect on task conflict. Goal incongruity has the positive effect on relationship conflict. Affective commitment has negative effect on relationship conflict. Relationship conflict has negative effect on new product success and task conflict has positive effect on new product success only under low level avoidance strategy.