우리 나라 공급업체의 유통경로구성원 성과 특정

Suppliers Measurement of Channel Member Performance in Korea

This study investigates the general applicability of the measurement scale for assessing channel-member performance for the supplier's view that was proposed by Kumar, and Achrol (1992). First, we attempted to examine whether the measurement-scale could be used without any change; the results from the initial data-analysis proposed that the scale needed a certain amount of a revision for further utilization. It seemed that the scale needed some adjustment for being applied to this study; their scale was developed with the data collected from the network of independent dealers handling multiple product items or multiple brands in the U.S. and Canada, while the data of this study were provided by a Korean car manufacturer having a dealer network selling and servicing only its own brand without ownership. Accordingly, we determined that it was necessary to develop a newly finalized performance-measurement scale revising Kumar et al.'s. During the data-analysis of the data resulted in a scale of fifteen items measuring three facets-financial performance, behavioral performance, and competence, each of which consisted of five items respectively. This empirically developed scale looked more valid for the situation of this study than the Kumar, Stern, and Achrol's which was composed of twenty-one items measuring seven facets--three items each.