The Relationship of Powers Conflicts and Performance in Taiwan’s Professional Cleaning Products Channel

[[abstract]]在零售通路中，上下游間一直存在著權力不平衡。尤其是供應商為知名品牌時，供應商往往擁有相對較大的權力，使得供應商與經銷商之間會產生衝突。 本研究體認到通路權力、通路衝突對專業清潔用品零售通路績效影響的重要性，以及學術上在此方面研究之缺乏，故以專業清潔用品通路之通路權力為研究重心，探討其對通路績效與通路衝突的影響，同時分析通路權力與通路衝突的關係。 本研究以國內主要的三條專業清潔用品通路（3M、莊臣、英象）為問卷發放對象，總共發放出300份問卷，回收293份問卷。扣除無效問卷後，有效問卷為268份（有效回收率 89%）。針對有效問卷，利用SPSS14 0軟體，以迴歸分析探討通路權力（分為強制權與非強制權）、通路衝突（分為功能衝突與非功能衝突）、與通路績效（分為定性與定量績效）間的關係。結果顯示：(1) 強制性的通路權力對定性通路績效有負向影響，非強制性通路權力對定性與定量通路績效有正向影響；(2) 非功能性衝突對定性通路績效有負向影響；(3) 非強制性權力對功能性通路衝突有正向影響，但對非功能性通路衝突有負向影響。 根據上述結果，本研究建議專業清潔用品供應商應多行使非強制性通路權力（例如，給予獎賞、提供專業技術協助等）以激勵經銷商，提升經銷商無論是定性構面或是定量構面的績效。而且非強制性通路權力亦可降低通路衝突所帶來的負面影響，讓經銷商可以因為供應商對於衝突的正視得到正面的影響。[[abstract]]Power imbalance between channel members is pervasive and usually causes conflicts This is particular true when the suppliers are national-brand manufacturers The significance of the impacts of powers and conflicts on channel performance in professional cleaning product channel is recognized But related literature is limited These factors motivate the research The research focuses on channel powers and their impacts on channel conflicts and performance The effect of channel conflicts on channel performance is also examined Survey is conducted with respect to three major professional cleaning product channels in Taiwan 300 copies of questionnaire are issued 293 copies are received and 268 copies are effective (effective questionnaire returns-ratio is 89%) Regression analysis is used to investigate the relationships among channel powers (coercive and non-coercive) conflicts (functional and non-functional) and performance (qualitative and quantitative) The results indicate that (1) coercive powers have negative impacts on qualitative channel performance but non-coercive powers have positive impacts on qualitative and quantitative channel performance (2) Non-functional conflicts exert negative impacts on qualitative channel performance (3) Non-coercive powers exercise positive impacts on functional conflicts but negative impacts on non-functional conflicts Based on the results found it is suggested that suppliers of the professional cleaning product channels should apply non-coercive powers as often as possible such as rewarding their retailers and assisting their retailers in technology development to improve the channel performance no matter qualitatively (e g higher satisfaction levels) or quantitatively (e g higher rate of investment) Non-coercive powers can also reduce the negative impacts of channel conflict