유통경로 구성원들의 신뢰가 거래 의존성, 관계만족, 장기적 협력관계에 미치는 영향에 대한 한국, 미국, 일본 제조업체 비교연구

Abstract

The purpose of this study is to survey and analyze the influence of trust upon dependence, satisfaction and long-term relationship. Despite the threat of the global business environment due to the COVID-19 incident, companies continue to make win-win efforts to produce positive results through interdependent and cooperative relationships. The recent environment facing businesses has unpredictable uncertainty and complexity. In order to increase the efficiency and competitiveness of the company in this environment, it is important to maintain a continuous and stable relationship between distributors and manufacturers who are members of the marketing channel. In order for distributors and manufacturers to coexist, a stable long-term cooperative relationship must be created above all else, as it is a source of competitiveness strengthening for companies to continue their business activities and an essential concept of distribution channel strategy. Trust in each other is of paramount importance in order to achieve a continuous and long-term cooperative relationship between distributors and manufacturers. Therefore, this study aims to analyze the variables of trust, dependence, and satisfaction with the long-term relationship between distributors and manufacturers for Korean, U.S., and Japanese companies.