협력적 커뮤니케이션이 유통성과에 미치는 영향에 관한 연구

The Effects of Collaborative Communication on Channel Performance

Despite the importance of communication strategy to interorganization exchange, most of the previous research about communication strategy have been studied in intraorganization settings, and the recent research are restricted to the conceptual study about collaborative communication in interorganization settings. Our main purpose is to empirically test the effects of collaborative communication within channel members on channel performance, and the relationship between collaborative communication and channel performance in specific channel setting. Although there are many various channel settings, we propose channel setting as relational norm. Using survey data from liquor wholesalers, data were analyzed. The findings suggest that a few dimension of collaborative communication have directly significant effects on channel output such as commitment and satisfaction, and also significant moderating effect of relational norm.