• Title/Summary/Keyword: joint interpretation and coordination

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The Effects of Conflict Resolution Strategies on Relationship Learning and Performance (갈등해결전략이 관계학습과 성과에 미치는 영향)

  • Noh, Won-Hee;Song, Young-Wook
    • Journal of Distribution Research
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    • v.17 no.3
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    • pp.93-113
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    • 2012

  • Early conflict research in channel and organization area have focused on the definition of conflict construct, its cause, consequence and identified conflict resolution management. Recent studies about conflict, however, have explored new assumption of complexity, a multidimensional conflict construct, contextual conflict management strategies, positive and negative conflict/consequence, and the conflict resolution strategy. Although many literatures exists on channel conflict resolution, little research has been done about relationship learning and performance from conflict resolution perspective. This study explores how channel members can achieve a relationship learning, as a conflict resolution mechanism, which enhance co-created value in marketing channel relationship. Therefore we propose that conflict resolution strategies(collaborating behavior and avoiding behavior) influence channel performance(effectiveness and efficiency) through relationship learning processes(learning via information exchange, joint interpretation and coordination, relationship-specific knowledge memory), in view of buyer-seller relationship. The research model is shown at

    . A total of twelve hypotheses were established through prior studies dealing with conflict and relationship marketing theory. Then we drove conceptual research model. For the purpose of empirical testing, we managed to obtain the list of suppliers of 24 retailers from 5 retailer formats, such as department store, discount store, convenience store, TV home-shopping and internet shopping mall. They were asked to respond to the survey via face-to-face interview conducted by a professional research company. During the one month period of June 2009, we were able to collect data form 490 suppliers. The respondent were restricted to direct dealing authorities and manager with at least three months of dealing experience with retailers. Structural equation modeling on the basis of the results of survey were done to analyze. As a result, eight among twelve hypotheses were supported. The analysis result indicated that collaborating behavior had positive effect on three forms of relationship learning, but avoiding behavior has negative effect on only information exchange. Joint interpretation and coordination, relationship-specific knowledge memory had positive effect on relationship performances, but information exchange had no effect on performances. The results support our basic thesis that the use of conflict resolution strategies have different effect on developing relationship learning, which leads to channel performances. In particular, collaborating behavior is positively related to relationship learning, and avoidance behavior is negatively related to information exchange. Relationship learning is partially contributed to channel performance.

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