earticle

영어

As exchange between buyers and sellers is changing from short-term relationship into long-term relationship, many marketing channels scholars have asserted that behavior of marketing channel members can increasingly be characterized by relational exchanges. However, it is important to point out that although the members of relational exchange may be perceived as strategic channel partners, even within these arrangements member asymmetries may exist which may create unequal distributions of power and dependence. Thus as all marketing channel members may not be equal, it is possible that a dominant channel leader may emerge. Therefore, leadership in marketing channels continues to be important. Channel leadership can be defined as the activities undertaken by the marketing channel leader to influence the marketing programs and strategies of channel members. Marketing channel's performance is influenced by leadership of channel leader. Although research on channel leadership can be broadly categorized, many researchers have been preoccupied with analyzing channel leadership by the power-influence approach measuring such as control, power, and power bases. Also they have examined the direct relationship between leadership and performances. Many marketing channel scholars have offered arguments to justify the application of leadership styles identified in alternative leadership theories to the inter-organizational context of marketing channels. They have suggested the usefulness of leadership styles as strategies to secure the compliance of channel members and have conceptually and empirically linked it to channel related phenomena such as manifest conflict, cooperation, channel efficiency and effectiveness. However, as no empirical studies have examined the use of leadership styles for motivating channel members, research on leadership style can be considered nascent. Thus it is needed to investigate the use of leadership styles among channel members. The purpose of this study is to investigate the effects of two leadership styles on relationship performances. In addition, this study also try to find out moderating and mediating variables existing in the relationship. To be concrete, this paper develops a model of the antecedents of two conceptually distinct forms of leadership performances such as organizational citizenship behavior and profitability, and tests the hypothesized differential effects of transformational leadership and transactional leadership on them. And this paper investigates the extent to which these relationships are mediated by organization identity of channel members, and are moderated by organizational cynicism of channel members. The reason why this study deals with franchise system is that there is very strong inter-dependence between a franchisor and franchisees. Their strong inter-dependence makes their relationship as the relationship between a superior and subordinates and creates an atmosphere that leadership occur without difficulty. For the purpose of empirical testing, 220 respondents of franchisees of franchise industry in Korea were surveyed and the analysis utilizing structural equation model indicated that transactional leadership had positive effect on organization identity, and organization identity had positive effects on organizational citizenship behavior and profitability of franchisees. On the other hand, transformational leadership had no effect on organizational identity. In addition, organizational cynicism had moderating effect on the relationship between transactional leadership and organization identity.

한국어

관계적 교환관계 내에서도 리더십이 필요하다. 왜냐하면, 독립적인 유통경로 구성원들이 결합된 유통경로에서는 힘의 분배가 동등하게 이루어질 수 없고, 유통경로가 통합된 시스템으로서 효과적으로 기능하려면 리더십이 필요하기 때문이다. 특히, 리더와 구성원 간 관계가 하나의 조직처럼 연결되어 있는 프랜차이즈 시스템에서는 더욱 그러하다. 본 연구는 프랜차이즈 시스템에서 본부가 행하는 리더십 스타일이 가맹점의 행동적 성과와 재무적 성과에 어떠한 영향을 미치는지 규명하고 있다. 특히, 본부의 리더십 스타일과 가맹점의 성과 간 관계에 조직 동일시와 조직 냉소주의가 어떠한 영향을 미치는 지에 대해서도 밝히고 있다. 220개의 국내 프랜차이즈 가맹점을 대상으로 설문조사가 실시되었고, 구조방정식 모형분석을 통해 가설이 검정되었다. 가설검정 결과 프랜차이즈 본부의 거래적 리더십은 가맹점의 조직 동일시에 正의 영향을 미쳤으나 변혁적 리더십은 영향을 주지 않았고, 프랜차이즈 가맹점의 조직 동일시는 가맹점의 조직시민행동과 수익성 모두에 正의 영향을 미쳤다. 한편 가맹점의 조직 냉소주의가 작은 경우에 본부의 거래적 리더십이 가맹점의 조직 동일시에 正의 영향을 미쳤지만 조직 냉소주의가 큰 경우에는 리더십이 발휘되지 않았다.