earticle

영어

As a result of the interdependent nature of the channel system, individual channel members are concerned about the performance of other channel members. In structuring and managing marketing channels, it is imperative that some means be established for assessing the performance of the channel counterparts with which a firm is linked. Even though such a statement might be viewed as a truism, there is very limited amount of scholarly research which has focused on dealer performance measurement. The purpose of this research was to test hypotheses of the relationship among the cooperation and conflict in supplier-dealer relations, supplier characteristics, dealer characteristics, dealer competitive factors, and dealer performance, and to report the findings of a test the hypotheses in an auto channel. The data used in this research were collected through a mail survey administered to auto dealers. Multiple regression was used to test the hypotheses on the interrelationship between the factors affecting the dealer performance and dealer performance. The dependent variables was the dealer performance and the independent variables were the cooperation and conflict in supplier-dealer relations, supplier characteristics, dealer characteristics, dealer competitive factors. These hypotheses were supported because all of the significant beta coefficients were same as hypothesized. Results of this research indicated that dealer managers should understand and manage the factors that have the greatest effect on the dealer performance.