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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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The Relationship between Interdependence on Relational Satisfaction in Cosmetics Distribution Channels: Moderating Effect of Communication and Mediating Effect of Non-coercive Power

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2016, v.4 no.1, pp.9-22
https://doi.org/https://doi.org/10.20482/jemm.2016.4.1.9
Sun, Il-Suck (Department of Logistics Management, Jangan University)
Yang, Hoe-Chang (Department of Distribution Management, Jangan University)
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Abstract

This study tried to examine how interdependence, communication, and the exercise of power in cosmetics distribution channel would affect satisfaction. In this study we investigated the effects of their communication and the exercise of noncoercive power of department store (or mart). We conducted with managers of the shops which were entered to department store (or mart). 131 copies were collected and 119 copies were used for analysis after the exclusion of 12 copies. Brand image and sales policy influenced satisfaction, but customers were not statistically significant. In addition, communication in distribution path had the moderating effect on the relationship between interdependence and satisfaction, and on the relationship between interdependence and noncoercive power. Sales policy and brand image in the relationship between department store(or mart) and the shops opened inside are critical factors for satisfaction, but customers are highly likely to become a factor with different meaning.

keywords
Cosmetics Distribution Channel, Interdependence, Relational Satisfaction, Communication, Non-coercive Power

융합경영연구