IT서비스산업에서 파트너십 전략과 고객관계 전략이 정보시스템 성과에 미치는 영향

정종기 韓國外國語大學校 大學院 2014 국내박사

A Study on the Effects of Partnership and Customer Relationship Strategies on the Performance of Information System in the IT Services Industry This study presents a research model that can be analyzed through theoretical discussion with various existing literatures and preceding researches, and then conduct empirical analysis in order to identify the effects of partnership and customer relationship strategies on the performance of information system in the IT services industry. Based on the presented research model, there are three main research agenda and eight consequence hypotheses and in-depth research model were designed and verified. Three main research agenda are as in the followings. First is the effect of complementarities and participation between IT service providers on the system quality and the effect of the system quality on satisfaction of the system. Second is the effect of communication (information-sharing) and trust between partner companies on system satisfaction. Third is whether the timing of partnership formation the system integrator has an effect on complementarities and participation. Also included in the third agenda is the effect of participation by market-leading system integrators on the system quality. Eight hypotheses and in-depth research model were designed and verified. For an empirical verification of the suggested research model, this study targeted medium to large sized companies in Korea that went through system integration in the past three years and ran a survey on their employees who were directly involved in the project team or procurement process. A total of 5,230 e-mails were sent, of which 217 answers were submitted either by e-mail or post and 106 answers were received by visits or interviews. Among these 323 responses, 317 were found valid and used as a source of analysis. Collected survey answers were analyzed with the statistical package SPSS 18.0 and common method bias was verified to minimize errors that often occur in an empirical study. In other words, this post verification intends to address the possibility of overestimating correlation between variables, distorting the reliance of the data, or common method bias issues. In addition, intensive feasibility analysis, CFA, and EFA analyses were conducted with AMOS 18.0 to verify the reliability and feasibility of the result. Finally, the hypothesis was verified with verification of the measurement model and structural equation model analysis. First, analysis into the effect of partnership’s complementarities on the system quality identified that the more complementary partner’s assets are, the more positive impact they have on the system quality. On the effect of partner participation on the system quality, the more engaging consortium partners and customer are, the more positive impact there is on the system quality. Analysis of the effect of the system quality on system satisfaction level demonstrates higher system quality turns out to have more positive impact on the satisfaction level of the system. Second, analysis into the effect of communication (information-sharing) and trust on system satisfaction in the case of system integrators revealed that the higher level of information-sharing exists between the system integrator and the customer, the more positive impact it has on trust. In additional, the higher trust is bonded between the system integrator and the customer, the more positive impact it has on system satisfaction. Third was verification on the effects of an early consortium formation, complementarities, participation, and market-leading system integrator on the system quality. Study on the effect of an early formation of consortium on complementarities shows that the earlier a consortium between IT service providers is built, the more positive effect it has on the system quality. On the effect of an early consortium formation on participation, it also turned out that the earlier a consortium is built, the higher level of participation with customers becomes. On the effect of participation on the system quality, early formation of a consortium leads to higher level of participation, eventually inducing positive effects on the system quality. When forming a consortium with market-leading system integrators, the study demonstrated such consortium-building had positive effects on the system quality. A further in-depth study of moderating effect analysis demonstrated, in the timing of consortium formation, market-leading system integrator respectively, complementarities and participation had effects on the system quality. The analysis of the moderating effect of the timing of the partnership shows that the correlations between complementarities and the system quality was high in early consortium establishment whereas those between participation and the system quality was high in late consortium establishment, indicating that customers pay more attention to the process of system implementation in case of late consortium formation. As for the moderating effect of partner reputation, the analysis of market-leading system integrator demonstrated a statistically significant correlation between complementarities, the system quality, and system satisfaction whereas non-market leaders showed a statistically significant correlation between participation and the system quality and information-sharing and trust. This led to the conclusion that the latter relatively put more weights on the process. Findings of this study have important implications both for academic researchers and companies’ management and employees. For researchers, the study has following theoretical implications. First, unlike previous studies which were conducted with focus on achievement from long-term strategic alliances, this study was focused on the impact of temporary and relatively short-term partnership and customer relationship strategy, for the first time as a study on IT service industry. Second, this study developed a research model on the impact of channel partnership and customer relationship strategy. Although the model is presented as an extension to the basic level, it is expected the model can serve as a research foundation on which achievements can be approached from various perspectives. As for management and working-level employees of enterprises, this study provides following implications. First, joint projects based on complementariness among IT service providers are more likely to have significantly high potential for success. Given the business nature of IT service industry, sales activities and project execution based on partnership among IT service providers will mostly take similar forms in the same industry. Hence, co-managing best practices of joint projects with high level of complementarities and pursuing projects based on such partnership will lead to higher chances of winning project opportunities, bringing the project to a success, and having a high quality system in the customer site. Second, intimacy in customer relationship and active participation by customers can raise the system quality, ensure the project success, and reduce cost to manage the system. Third, partner designation and management can have business impact only when done in a complementary and long-term perspective. Fourth, active communication (information-sharing) with the customer can have impact on a trust-based business. Fifth, the research model can be of great use when enterprises and government organizations seek to execute system integration, especially when exploring ways to enhance the system quality and satisfaction. As this study is a research on large-sized companies that went through a major project in the past three years, the outcome of this study will have high utilization. This study is meaningful in that it provides specific and effective strategies based on empirical research and analysis how IT service providers should formulate and execute their partnership and customer relationship strategy to improve business results. It is expected the findings of this study be leveraged by many IT service providers both in and outside Korea as a useful decision-making information to set up sales and project execution strategy, significantly contributing to enhancing IT enterprises’ business performance.