Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Factors Affecting Performances in Organizational Dealer Marketing: A Case Study Using BSC in Chinese Cosmetics Market

조직형 대리점마케팅에서 경영성과에 영향을 미치는 요인: BSC를 통한 중국 화장품 시장 사례연구

  • An, Bongrak (Depart. Business Administration, Graduate School, Kyung Hee University) ;
  • Lee, Saebom (Humanitas BigData Research Center, Kyung Hee University) ;
  • Suh, Yungho (School of Management, Kyung Hee University)
  • 안봉락 (경희대학교 대학원 경영학과) ;
  • 이새봄 (경희대학교 후마니타스 빅데이터연구센터) ;
  • 서영호 (경희대학교 경영대학)
  • Received : 2017.11.06
  • Accepted : 2017.11.22
  • Published : 2018.03.31
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Abstract

Purpose: The balanced scorecard (BSC) has been adopted to evaluate factors affecting performances in organizational dealer marketing in Chinese cosmetics market. Four performance measures in BSC: learning & growth, internal business processes, customer performance, and financial performance are employed in our empirical study. Methods: We conducted surveys of dealers in a Chinese cosmetics company and used total 463 samples for analysis. Confirmatory factor analysis and structural equation model analysis were employed using AMOS 20.0. Results: This study found that internal business process had a positive relation with customer performance and learning and growth. Also, customer performance and learning & growth positively affected financial performances. Conclusion: This study has some academic and practical contributions in that the revised BSC model reflects the special aspects of Chinese cosmetics market and it can be used as a guide for companies in the Chinese cosmetics market to understand which factors are affecting performances.

Keywords

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