B2B 관계에서 기업성과와 신뢰관계에 대한 실증연구: 관계기간의 조절효과

하홍열 ( Ha Hong-youl ) 한국고객만족경영학회 2020 고객만족경영연구 Vol.22 No.1

본 연구는 B2B 관계마케팅에서 교환활동에 참여하는 기업과 그들의 파트너 사이의 관계지속성을, 기업성과와 신뢰 측면에서 고찰하였다. 특히 관계기간(단기 vs. 장기)의 조절효과를 통해 기업성과와 신뢰 간의 관계가 어떻게 차이를 보이는가에 대한 실증연구에 초점을 두었다. 총 371명의 B2B 관계교환에 참여하는 기업과 파트너사의 참여자를 대상으로, 본 연구의 전반적인 결과는 다음과 같다. 첫째, 기존 연구가 신뢰기반 기업성과에 초점을 둔 반면, 본 연구에서 기업성과는 신뢰에 긍정적인 영향을 나타내며, 장기적인 교환활동에서 기업성과가 신뢰 구축과 유지에 매우 중요한 역할을 담당하는 것을 확인하였다. 둘째, 기업성과와 신뢰의 관계는 관계기간의 조절효과가 통계적으로 유의하지 않게 나타났다. 즉, 기업성과-신뢰의 관계는 교환과정에서 단계별로 사이클-리사이클 되는 관계기간의 역할이 매우 미미하였다. 그러나 흥미로운 부분은, 기업성과의 측정항목 중, 오직 총자산수익률과 신뢰의 관계만이 관계기간의 조절효과가 통계적으로 유의한 영향력을 나타내었다. 즉, 총자산수익률의 향상이 낮을 경우는, 장기적 관계기간을 가진 기업 간의 신뢰가 높은 반면, 총자산수익률의 향상이 상대적으로 높을 때는, 단기간의 교환활동에 참여하고 있는 기업 간의 신뢰가 높았다. 따라서 B2B 교환과정에서 기업의 성과를 고려할 때, 어떠한 성과지표를 활용하는가에 따라, 관계기간의 역할에 의해 전반적인 기업성과-신뢰 관계에 대한 평가가 달라질 수 있음을 실증분석을 통해 제시하였다. In this study, we look at the relationship between firm performance and trust in the B2B relationships. Specially, this study examines the moderating effect of relationship length (short-term vs. long-term) of how the firm performance-trust link changes. Using a total of 371 survey data that are collected from B2B relationship participants, the proposed hypotheses are supported by empirical evidence. First, while previous studies focus on the logic of the trust-based firm performance, this study shows the direct effect of firm performance on trust, indicating that firm performance plays an important role in increasing trust in the long-term B2B relationships. Second, the relationship between firm performance and trust is not significantly moderated by the role of relationship length. More specifically, the firm performance-trust link is limited when this moderator involves in B2B relationships through the cycle and recycle process. Interestingly, however, the moderating effect of relationship length is only significant in the relationship between return on assets(ROA) and trust. Especially, if ROA is low, firms with long-term relationships have high trust. On the other hand, if ROA is relatively high, firms with short-term relationships have high trust. In line with these observations, the choice of firm performance measures is important because the overall evaluation of the firm performance-trust relationship link may depend on the role of relationship length.

B2C 관계품질은 어떻게 측정할 것인가?

윤동일,윤성욱 한국마케팅관리학회 2022 마케팅관리연구 Vol.27 No.1

최근 많은 기업들이 치열한 경쟁에서 생존하기 위하여 지속적으로 노력을 기울이고 있으며, 특히 개 별고객 및 재구매 고객들에게 초점을 맞춘 전사적이고 체계적인 고객만족과 관계유지를 위해 전력을 기울이고 있다. 기업들은 이러한 노력 과정을 통해서 과거보다 더 적극적으로 고객 지향적 사고와 고객 과의 관계품질에 대해 큰 관심을 가지게 되었다. 그러나 지금까지는 관계품질의 차원에 대한 연구들이 거의 대부분 B2B 관계로 획일화 되어 있으며 서비스 제공자와 고객 간의 면대 면 상황에서의 관계품질 을 측정하는 척도 연구는 전무한 실정이다. 이에 본 연구는 신뢰성과 타당도를 확보한 방법론을 바탕으 로 면대 면 상황에서의 관계품질의 척도개발을 연구하게 되었다. 이를 위해 관련 문헌연구를 통한 항목 추출, 개방형 설문지를 통한 항목 추출, 심층면접을 통한 항목 추출을 통해 98개의 예비문항을 도출하 였다. 전문가 집단의 내용타당성 조사를 통해 98개 문항에서 최종 도출된 38개의 문항을 활용하여 정 량적 분석을 통해 3개 요인으로 구성된 관계품질 12개 문항의 척도를 개발하였다. 3개 요인은 신뢰, 공 감, 정감으로 명명하였으며, 고객만족, 기업 이미지, 장기 관계지향성 등의 변수들과의 관계 구조를 파 악함으로써 개발된 척도의 법칙 타당성도 검증하였다. 이러한 과정을 통해 연구된 관계품질의 척도는 지금까지 B2B 상황에서 연구되어왔던 신뢰, 몰입, 만족 등과 비교해 구체적으로 서비스 제공자와 고객 의 접촉 빈도가 활발한 면대 면 상황에서의 관계품질척도를 탐색적으로 규명하고 제시하였다는 점에 의의가 있다. 또한 개발된 관계품질의 구성요소인 신뢰, 공감, 정감을 이용하여 향후 사람 간의 면대 면 관계품질의 후속연구로의 활용 가능 및 학문적 연구에 높은 기여를 기대할 수 있다. In recent years, many companies are making continuous effort to survive in the fierce competition. Especially they have devoted themselves to maintain enterprise-wide and systematic customer satisfaction and relationships that focus on individual customers. Through this process of effort, companies became more actively interested in customer-oriented thinking and relationship quality with customers than in the past. Until now, however, most studies have been focused on B2B relationships and there is no study regarding B2C relationship quality between service providers and customers. Therefore, it is necessary to develop a B2C relationship quality scale in face-to-face situations based on a rigorous methodology. To this end, 98 preliminary questions were derived through related literature, open questionnaires, and in-depth interviews. Based on the assessment of content validity, 38 questions finally derived from 98 questions and they were used to develop a B2C relationship quality scale which consists of three factors. The three factors were named trust, empathy and affection and the nomological validity of the scale was also verified by identifying the relationship structure with variables such as customer satisfaction, corporate image, long-term relationship orientation, etc. The developed scale is meaningful in the sense that it explored and presented specifically the scale of relationship quality in face-to-face situations. In this situations, the frequency of contact between service providers and customers is active compared to the B2B situations. Furthermore, using the components of developed relationship quality, such as trust, empathy and affection, we can expect significant contributions to academic research and utilization of face-to-face relationship quality between people in the future.

브랜드자산과 서비스편의성이 B2B기업의 관계성과에 미치는 영향

김정우,이경탁 한국전략마케팅학회 2019 마케팅논집 Vol.27 No.4

This study tried to empirically verify which variables have effects on B2B entity's relationship performance and what kind of effects these variables have on B2B entity's relationship performance based on theoretical backgrounds of preceding studies. That is to say, after theoretically organizing the contents of B2B market performance in previous studies, this study classified the factors that affect the relationship performance in the B2B market based on the theoretical theorem, constructed a model, verified the factors empirically via a single company, and finally tried to present B2B-related implications that can be applied realistically on the site. The verification results of the study are as follows. First, the relationship between perceived quality of brand equity and relationship satisfaction had positive and meaningful effects on relationship satisfaction. Second, the relationship between perceived quality and relationship satisfaction, as well as the relationship between brand awareness and relationship satisfaction were rejected. Third, the relationship between transaction convenience, benefit convenience, post-benefit convenience and relationship satisfaction showed that the path-coefficient had a meaningful effect on relationship satisfaction. Fourth, the relationship between decision convenience and relationship satisfaction was rejected. Finally, the relationship satisfaction significantly affects relationship performance. 본 연구는 B2B기업에 있어서 브랜드자산과 서비스편의성이 관계만족에 영향을 미치며, 관계만족은 관계성과에 정(+)의 영향을 미친다는 연구모형을 설정하고 이를 밝히고자 하였다. 이를 위하여 기존선행연구에서 나타난 B2B시장의 관계성과와 관련한 여러 가지 이론적 내용을 종합하여 정리하였으며, 이를 토대로 B2B시장에서의 관계성과에 영향을 미치는 요인을 분류하고, 연구모형을 도출한 후 사례기업을 통해 실증적으로 검증하였다. 연구결과를 종합하면 브랜드자산의 구성요인 중 지각된 품질과 브랜드이미지가 관계만족에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 서비스편의성 유형 중에서는 거래편의성, 편익편의성, 사후편익편의성이 관계만족에 영향을 미치는 것으로 나타났다. 그러나 브랜드자산 의 구성요인 중에서 지각된 가치와 브랜드인지도 그리고 서비스편의성의 구성요인 중에서 결정편의성, 접근편의성은 관계만족에 영향을 미치지 않은 것으로 나타났다. 또한 관계만족과 B2B기업의 관계성과에 정(+)의 영향관계를 확인하였다. 따라서 B2B기업의 현장에서는 관계성과를 높이기 위해 관계만족이라는 변수에 초점을 둔 정책을 중시하여 시행할 필요가 있으며, 관계만족을 높이기 위해서는 브랜드자산과 서비스편의성이라는 변수를 중심으로 기업 활동을 전개할 필요가 있다고 판단된다. 향후 B2B기업이 갖는 여러 가지 상황적 변화에 대응하기 위한 마케팅 전략적 측면에서도 관계성과를 위한 노력으로 관계만족을, 관계만족을 위한 노력으로 브랜드자산 및 서비스편의성이라는 변수를 중심으로 기업 활동을 활성화하는 것이 필요하다.

SUSTAINING RELATIONSHIPS WITH CLIENTS IN KNOWLEDGE-INTENSIVE SERVICES CASE : INDIAN KNOWLEDGE-INTENSIVE FIRMS

Nishant Kumar,Fredrik Nordin 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The aim of this study is to examine how knowledge-intensive services firms sustain relationships with their clients in competitive international business environment and propose a framework of customer-relationship management strategy aligned with the entrepreneurial orientation of the firms under consideration. Developing, enhancing and sustaining relationships with customers has been one of the key areas of research in marketing, not least within knowledge-intensive service industries (Kalwani and Narayandas, 1995; Das and Rangan, 2004). Research has shown that retaining customers is a less expensive and less time-consuming process than attracting new customers (Rosenberg and Czepiel, 1984). Furthermore, building intimate relationships with customers is crucial for creating new knowledge, customer loyalty and increasing profitability (Mattila, 2001). Yet, the relationship between customers and service providers is a complex process. Significant efforts have been made by researchers to uncover the dynamics of the relationship, such as probing into such questions as explaining the types and levels of relationship, factors that determine the quality of a relationship, and the service quality and its effects on the relationships (Ruyter, Moorman, and Lemmink, 2001). Of crucial importance for understanding customer relationship is strategies firms deploy in building long-term relationships with customers in international markets (Salter, 2001; Narver et al., 2004; Kocak, and Abimbola, 2009). Furthermore, having customers involved in the production of the service as co-producers (Vargo and Lusch, 2006) creates a special relationship between customers and employees. However, what happens to the relationship when customer requirements changes due the changes in competition or technology. This question is important as little is known about how, in the face of disruptive technological changes and fierce market competition, firms can maintain strong relationships with their clients in international markets. The continuous changes in the technological and competitive landscape are making it harder for service firms to keep their customers satisfied and commend their commitment for long periods of time (Narver et al., 2004). Theoretical background: B2B customer relationship marketing literature (Jaworski and Kohili, 1993; Salter, 2001; Narver et al., 2004) dwells on the benefits of developing long-term partnerships, trust, commitment, and satisfaction, which are the parameters of relationship quality and long-term orientation in customer relationship (Macintosh, 2007; Skarmeas et al., 2008). Customer relationship is a key aspect of the competitive sustenance of knowledge-intensive service firms in international markets, yet, this has not received much attention in the literature. Customer relationships are unique, develop over time and may serve as a resource which will be difficult for competitors to imitate or purchase (Dyer and Singh, 1998). Such resources can be source of competitive advantage in international market (see Barney, 1991) particularly when the service firm is new to the market. To overcome the challenges of newness and foreignness firms need to build a level of cooperation, trust, and long-term relationship with the customers that reveal the quality of relationship (Lahiri and Kedia, 2011). In the context of business-to-business relationships, relationship quality has been suggested to be the binding factor between partnering firms, such that their relationship goes beyond mere exchange of goods, services, or capital. The resulting benefits would then include customer satisfaction, enhanced perception of fairness and justice, customer loyalty, relationship satisfaction, positive word-of-mouth publicity, repeat transactions, and business continuity (Wu et al., 2006; Kale and Singh, 2009). Unlike in the previous studies where the concern is mainly about sustaining ongoing relationships with the customers through understanding and meeting the current requirements, this study stress on anticipating and shaping customers’ future needs, and proactively investing in those relationships, accordingly.Building on these initial theoretical considerations, this paper suggests three important strategies that explain why knowledge-intensive firms in international markets can endure over time after their initial phase of internationalisation. These are: customer relationship quality management (Jaychandran et al., 2005; Payne and Frow, 2005; Kim et al., 2011); customer relationship proactiveness (Sharma, 1994; Slater and Narver, 1998; Johannessen et al., 1999); and customer-focused innovativeness (Lumpkin and Dess, 1996; Zahra et al., 2000). Research design/methodology – Following Yin (1994), a multiple case studies approach is used. We draw on case study material gleaned from four Indian knowledge-intensive service firms, two are old firms, being in existence for more than 20 years, and two new firms, which we consider as particularly revelatory cases (Eisenhardt & Graebner, 2007: 27), because the old firms have sustained long term relationships with their clients in international market and new ones are trying to develop such relationships (Nasscom, 2010). Data was collected through personal interviews and from company websites and it was analysed abductively.Findings: The findings suggest that it is the entrepreneurial orientation (Lumpkin and Dess, 1996- innovativeness, proactivness, and risk-taking) of knowledge-intensive B2B firms in combination with other capabilities, such as marketing capability, service delivery capability, that explains their continued relationship with clients in international markets. Entrepreneurial orientation focuses on knowing the customers’ present and latent needs so as to cater for them in a proactive, innovative and unique way. Their focus on knowing the customer intimately helps the firms to lock in their customers and to retain them over long periods of time, thereby insuring their sustenance and continued development. Findings reveal that customers also play an active role in developing the intimate relationships and the transfer of intimate knowledge. This is mainly because of the high cost associated with the replacement of the knowledge that the partners have developed of each other and the mutual trust and commitment the partners invest in. Customers understand the risk and cost associate with the replacement of provider and, thus, are careful in the selection of service providers. The relationship normally begins with small projects that do not have serious cost and risk implications. As the relationship solidifies, and as each party learns more about the other party’s systems and processes, trust between the partners increases. Trust between top managers as well as between people on an operative level are equally important, thereby making relationship-building the responsibility and concern of everybody in the company. The intimate knowledge of the customer provides ample opportunity to the service firms to develop the required capabilities for meeting current and future needs of the customers. To the extent that the relationship is a long-term commitment, the cases under consideration witness how, in order to retain clients, they have to proactively anticipate their clients’ needs, as these are always changing. Being proactive helps the firm to keep abreast of their clients’ business thrust. Furthermore, firm has to be innovation-driven, and on the lookout for new technological trends. Leveraging its unique knowledge of its customers, these firms are more able than competitors to identify what future solutions would be relevant to the businesses of the clients. Both sensing and scanning the environment, on the one hand, and watching the customer’s evolving requirements, on the other. In summary, earlier studies have indicated that intimate knowledge of customers and good relationship are critical to market success, but have failed to how such intimacy can be developed and sustained over a period of time. The findings of this study provide insights into the factors underlying customer intimacy, such as customer relationship quality, a proactive approach, and the pursuit of innovativeness. In this sense, the current study fills an important gap in the literature on knowledge-intensive services. The study also has practical relevance relating to firms and managers operating in an knowledge-intensive industry.

B2B 산업재 거래에서 서비스품질이 관계품질에 미치는 영향

우영선,박종무 한국전략마케팅학회 2014 마케팅논집 Vol.22 No.3

지금까지 서비스품질의 척도로 널리 사용되어 온 PZB(1988)의 ‘SERVQUAL’은 B2C 소비재시장에서 폭 넓게 적용되고 있지만 산업재 시장에 적용하기에는 한계점이 있다는 지적이 제기되고 있다. 이에 이 연구는 B2B 산 업재 시장에서의 서비스품질 척도로 유용하다고 판단되는 IMP 상호작용 모델의 관점을 활용하여 우리나라 중 소제조기업의 서비스품질과 관계품질 간의 영향관계를 규명하고자 하였다. 본 연구의 목적은 크게 두 가지로 구분되어 수행되었다. 첫째, 국내 중소제조기업을 대상으로 IMP 상호작용 모델에서 제시한 여섯 가지의 서비 스품질 차원이 본 연구대상에서 몇 가지의 차원으로 적용될 수 있는지 여부를 알아보는 것이다. 둘째, 이렇게 확인된 서비스품질 차원을 적용하여 국내 중소제조기업의 B2B 산업재 거래관계에서 서비스품질이 관계품질 에 미치는 영향을 조사하는 것이다. 구체적으로는, B2B 거래에서의 서비스품질이 관계품질의 구성차원인 관 계만족, 신뢰, 관계몰입에 미치는 영향관계를 탐색해 보고자하는데 있다. 국내 중소제조기업을 조사대상으로 정하고, 개별기업의 핵심응답자를 대상으로 대인면접과 우편 설문조사를 병행하여 실시하였다. 중요한 분석결과는 다음과 같다. (1) IMP 상호작용 모델의 여섯 가지 서비스품질 차원 은 국내 중소제조업체의 경우 다섯 가지의 서비스품질 차원으로 나타났다. (2) 서비스품질은 관계만족에, 또 관계만족은 신뢰에 정의 영향을 미치는 것으로 나타났지만, 관계만족과 관계몰입 간에는 영향관계가 나타나 지 않았다. (3) 신뢰는 관계몰입에 직접적 영향을 미치는 것으로 나타났다. 이러한 연구결과를 토대로 국내 중 소제조기업의 서비스품질과 관계품질 향상을 위한 전략적 시사점과 연구의 한계점을 제시하고 미래연구를 위 한 제언을 하였다. Based on the IMP Interaction Model which was theoretically used in a previous study of B2B service quality, this study investigates to (1) verify six dimensions of service quality construct(product/service exchange, financial exchange, information exchange, social exchange, cooperation, and adaptation) can be applied into domestic small- and medium-sized manufacturing firms, (2) examine the relationship between relationship satisfaction, trust, and relationship commitment which are three dimensions of relationship quality. Research model and hypotheses are proposed and data are collected from small- and medium-sized manufacturing firms, located in nationwide, by personal interview and mail survey. Total 163 questionnaires are used for analysis. According to research results, in case of B2B industrial markets in domestic small- and medium-sized manufacturing firms, construct of service quality is verified as five dimensions in which adaptation is eliminated. Also, hypothesis 1 is supported, which means a positive relationship between service quality and relationship satisfaction. Hypothesis 2 is supported, which shows a positive relationship between relationship satisfaction and trust. However, hypothesis 3 that predicts a positive relationship between relationship satisfaction and relationship commitment is not supported. Hypothesis 4 is supported, which shows a positive relationship between trust and relationship commitment. Based on the results, marketing implications are suggested.

B2B 전자상거래에 있어 감사(Gratitude)의 동적(Dynamic)관점 연구: 관계수명주기와 몰입 벨로시티의 역할

노태석,남인우 중앙대학교 한국전자무역연구소 2017 전자무역연구 Vol.15 No.4

Purpose: This study focuses on the role of gratitude, which has been paid little attention in research on relationship marketing in the B2B e-commerce market. To overcome the limitations of previous studies on gratitude, we study it from the perspective of relationship lifecycle and relationship velocity, focusing on the role of commitment velocity. Composition/Logic: The study investigates 1) the effect of relationship investment on gratitude and the differences in relation to development stages, 2) whether gratitude’s influence on trust depends on the relationship life cycle, 3) whether gratitude can have a positive impact on commitment velocity, and 4) which effect has the greatest impact on the relationship life cycle. Findings: The study was conducted on 597 SMEs in Busan, Ulsan, and Kyungnam, and data were analyzed using Smart PLS 3.0. The results show that relationship investment’s effect on gratitude was significant in all paths, but the relationship lifecycle made no difference. The effect of gratitude on trust was positive in all paths, but the relationship lifecycle made no difference. The relationship among gratitude, commitment velocity, and relationship retention had a significantly positive effect. Finally, the effect of commitment velocity on relationship retention weakened as the relationship strengthened. Originality/Value: The results of this study offer the novel finding that gratitude plays an important role in the growth of B2B in relationship marketing. The study also discusses the mutual, reciprocal exchange between business partners in terms of its emotional aspects and influential factors, and explores its theoretical and practical implications.

B-SERVQUAL : B2B시장에서의 서비스품질 척도 개발

한상린(Sang Lin Han),이성호(Seong Ho Lee) 한국마케팅학회 2012 마케팅연구 Vol.27 No.4

서비스에 대한 관심과 중요성은 소비재시장 뿐만 아니라 최근 B2B 시장에서도 크게 나타나고 있다. B2B 서비스는 제조업이나 서비스업에 제공되는 중간재적 성격의 서비스로서 전체 서비스 산업에서 매우 빠르게 성장하는 부분인 동시에 높은 비중을 차지하고 있기 때문에 특히 B2B 시장에서 서비스의 중요성은 매우 크다고 할 수 있다. 따라서 B2B 서비스 품질을 측정하기 위한 종합적인 척도 개발의 필요성이 대두되고 있으며, 특히 전통적으로 소비재 시장 상황에서 주로 개발되고 적용되어온 척도가 B2B 시장 상황에 적용될 수 있는가에 대한 문제가 제기되어왔다. 이에 본 연구의 목적은 B2B 시장 상황에서 서비스 품질의 특화된 차원들을 발견하고 이를 바탕으로 B2B 시장에 특화된 서비스품질 측정척도를 개발하는 것이다. 먼저 본 연구에서는 B2B 시장에서 특화된 서비스품질 요소들을 추출하기 위하여 B2B 서비스 품질 관련 문헌들을 조사하고 정성조사를 수행하였다. 이를 통해 얻은 서비스 품질 평가항목들과 기존의 B2B 서비스 품질에 관련된 연구들에서 고려하고 있는 측정항목들을 비교분석하여 서비스품질요인들을 추출하였다. 비교분석결과, 선행연구들을 통해 정리한 여러 다양한 측정항목들과 차원들이 실제 서비스 구매 담당자들과의 심층면접을 통해서 확인되었고 또한 서비스 품질의 추가적인 요인들이 발견되었다. 앞서 선행연구들과 정성조사를 통해서 추출된 B2B 서비스품질 요인과 측정항목들은 각 요인들의 개념적 정의를 반영한 측정항목들인지에 대한 검증을 위하여 전문가 패널조사를 시행하였으며 이를 통해서 재정제의 과정을 거쳤다. 여기서 정제된 측정항목을 이용하여 예비조사와 본 조사를 통해 최종 측정항목이 만들어졌다. 이렇게 개발된 B2B 서비스 품질 척도를 B-SERVQUAL 이라 명명하고 신뢰성과 타당성 검증을 거쳐 최종적인 B2B 서비스 품질 척도를 개발하였다. 최종 B2B 서비스품질 척도(B-SERVQUAL)는 경제적 품질, 기술적 품질, 과정 품질, 공감 품질, 편의성 품질 등 5개 차원으로 구성된 총 19개의 측정항목으로 제시하게 되었다. 또한 본 연구에서는 추가분석을 통하여 서비스유형별 (산업서비스, 전문서비스)로 B2B 거래에 있어서 관계만족과 신뢰에 미치는 영향력에서 유형별 차이를 보이고 있음을 알 수 있었으며, B-SERVQUAL 이라는 척도 개발이 주는 마케팅 전략적 의미에 대해 토의하였다. Recently the necessity and importance of service has been increasing more and more according to change the focus of business from the manufacturing industry to the service industry. Much interest in service rises in B2B market and importance of evaluating service quality is recognized. However, the study of service quality specialized for B2B market is insufficient. Accordingly, the purpose of this article is to deepen our understanding of concept of buyer perceived service quality when establishing relationships in the B2B market. Therefore, it need to investigate how business customers who purchase B2B services evaluate the service quality through the qualitative and quantitative research as the first step of developing the scale to measure B2B service quality. We began this research with two main objectives: (1) develop the service quality scale to facilitate assessments of service quality in B2B and (2) investigate relation between the service quality scale and business relationship quality concepts such as relationship satisfaction and trust. This study carried out the comparative analysis against the measured items of previous researches and the contents acquired from the qualitative research. Various different measuring items and aspects related with service quality evaluation can be drawn out through the in-depth interview with actual purchasing staffs. Regarding the measured items acquired from such comparative analysis, the definition of concept and items of questionnaire that reflect the concept well should be extracted with validity of contents verified by expert panel. After performing the pre-test with the filtered measuring items, the scale of service quality specialized for B2B service was developed after passing through survey with final measuring items. In our study, it could be recognized that the evaluation of aspect regarding process quality and convenience quality especially is important as well as technical quality that is emphasized in B2B market. And, the economic quality aspect that the previous researches neglected could be grasped. Collectively, the results of our analyses provide insights into the relationship between customers` perceptions of individual service quality dimensions and their relationship quality concepts such as relationship satisfaction and trust. Convenience quality plays a key role in driving customers to satisfy the relationship with the service supplier, and process quality has relatively much effect on trust with the service supplier. In addition, service quality relatively influences relationship satisfaction much more in professional service trade, and service quality is more important factor to bring trust in industrial service trade. Our study suggests useful tool to evaluate and improve B2B relationship by developing B2B service quality measurement scale. B-SERVQUAL scale has new dimensions in service trade situation and can be used in both business service type, industrial service and professional service. To B2B service buyer, our scale help to select good service provider and the scale is new criteria to improve old service trade relation. In addition, service provider can know the needs of service buyers and manage service quality by using the scale.

B2B제품의 거래기간 영향요인과 장기지향성 결정요인의 비교연구

한상린(Han, Sang-Lin),이종원(Lee, Jong-Won),문지효(Moon, Ji-Hyo) 한국상품학회 2015 商品學硏究 Vol.33 No.6

많은 기업들은 고객을 만족시켜 장기적 거래관계를 유지하기 위한 노력을 하고 있다. 고객만족을 통한 거래관계 장기화는 기업-소비자 관계에서뿐만 아니라 기업간 거래에서도 나타나는데, B2B(Business to Business) 산업 내에서도 차별화된 관계지향적 마케팅에 많은 관심을 보이고 있다. 기업의 입장에서 거래의 장기화는 거래비용을 감소시키는 효과가 있으며, 기업간 상호 성과를 창출하기 위해서도 장기적 협력관계가 매우 중요하다. 특히 거래의 장기화에 따른 장기적 협력관계 유지는 경영상 다른 활동과 유기적으로 연계되고 효율을 보다 더 극대화할 수 있다. 본 연구는 먼저 이론적 배경 및 선행연구 검토를 통해 기업간 거래의 장기화에 영향을 미치는 요인을 도출하고, B2B 기업을 대상으로 설문조사를 통해 영향요인을 검증하였다. 검증결과는 다음과 같다. Model 1(거래기간 모델)의 영향요인을 살펴보면, 기업이미지와 기회주의적 행동은 유의수준 5%에서 거래기간에 정(+)의 영향을 미치는 것으로 나타났다. 반면, 공유가치와 공급위험은 유의수준 5%에서 거래기간에 부(-)의 영향을 미치는것으로 나타났다. Model 2(장기지향성 모델) 영향요인을 살펴보면, 공유가치와 공급위험, 기업평판은 유의수준 5%에서 장기지향성에 정(+)의 영향을 미치는 것으로 나타났다. 또한, 몰입과 거래성과는 유의수준 1%에서 장기지향성에 정(+)의 영향을 미치는 것으로 나타났다. 거래기간 영향요인과 장기지향성 영향요인을 종합하면, 거래관계를 성공적으로 장기화하기 위해서는 기회주의적 행동을 하지 않고, 이미지 및성과 제고를 위해 노력할 필요가 있다. 기회주의 행동은 장기거래일수록 더욱 부정적 영향을 미치기 때문에, 거래기업과의 약속을 소중하게 여기고, 정직하고 신뢰할 수 있는 행동을 할 필요가 있다. 더불어, 거래파트너와의 공유가치를 중시하고, 더 나은 거래성과를 구축하기 위해 노력해야하며, 높은 기업평판을 구축 및 유지하고 거래관계에서 몰입을 높이기 위한 관리노력을 할 필요가 있다. Recently, the importance of B2B market and the underlying factors of B2B transaction are being emerged and most corporate managers are pointing out the importance of B2B business for the future growth of companies. Only few researches about B2B products transactions have been done so far, especially in Korea. In this research, after the detailed literature review in this area, the authors tried to investigate what kinds of underlying factors determine the relationship period of B2B products and, how these factors influence the long-term business relationships among Business-to-Business companies. Industrial survey method was used for data collection by using B2B purchasing managers and ordered logit model was used for the final data analysis. The study results showed that, in model 1(transaction period model), corporate image and opportunistic behavior influence the length of B2B business relationships and, shared value supplier risk influence the negative impact on the length of B2B business relationships. In model 2 (long-term orientation model), shared value, supplier risk, and company reputation influence the long-termbusiness orientation and, commitment and relationship performance have also showed the positive impact on the long-term orientation. The managerial implications and limitations of the study results were also discussed in the end of paper.

B2B시장에서 판매유형의 선행요인과 결과요인에 관한 연구:공급기업 영업사원을 중심으로

정윤승,정연승 단국대학교 미래산업연구소 2019 산업연구 Vol.43 No.1

In the B2B market, there is an evaluation and purchasing approval stage of a supplier from a special purchasing organization, which is a buying center of the purchasing company, before the purchasing company purchases the product or service from the purchasing company. For this reason, the sales person who sells the product suggests products and services to each person who has different desires and needs belonging to the purchasing center of the purchasing company. In the process of facing a salesperson, it can be seen that customer satisfaction and customer relationship quality can be influenced by the use of sales type according to salesperson’s personal competence. If we look at the sales types of salespeople’s individual competencies as sales and adaptive selling, consultative selling will identify the needs and problems of customers and provide solutions, and provide customers with new value. Ultimately, It is a type of sales that will achieve the desired goal. Adaptive selling is a type of sales in which the salesperson acquires high quality information from the customer through interaction with the customer and the salesperson changes the sales behavior and communicates with the customer. Therefore, both consultative selling and adaptive selling can be regarded as types of sales that enhance customer satisfaction and relationship quality through continuous and long-term relationship with customers. In order to maintain long-term business relationship with the purchasing company, this study suggests the following leading factors. First, in terms of organizational memory, B2B providers need systematic information storage and management, and training and reward systems are needed to acquire information. Second, in terms of customer orientation, it is necessary to control and compensate the salesperson to control the negative emotions in the emotional labor of the salesperson and to improve the customer orientation in the service point between the customer and the salesperson. Third, relationship marketing should be strengthened in order to facilitate interactions with customers through salespeople’s intimacy beliefs in terms of relationship beliefs. Therefore, it is important for the salesperson to identify customer’s areas of interest and problems and to suggest alternatives to promote customer’s trust and commitment. In addition to the organizational memory, customer orientation, relational beliefs (intimate relationship beliefs, control relationship beliefs), which are preceded by salespeople, may influence the individual propensity of salespeople. Therefore, through systematic education and training on salespeople, It is necessary to improve orientation and relationship beliefs. Future research will also need to be more diversified in terms of sales types. It would be very useful to compare the difference in performance between consultative selling sales and adaptive selling by dividing the sales type into the concept of prior service and the concept of after service. The reason for this is that consultative selling and adaptive selling are complementary rather than confrontational, because salespeople change sales behavior from consultative selling to adaptive selling, consultative selling as pre-service concept and adaptive selling as an after service concept. B2C와 마찬가지로 B2B에서도 온라인 거래가 활발하게 이루어지고 있으며, 규모도 점점 커지고 있는 추세이다. 하지만 B2B시장에서 거래의 내면을 좀 더 확인해 보면 최종적인 거래가 성공하기 위해서 공급기업은 구매기업의 구매센터에서 거래 승인을 위한 평가를 받게 된다. B2C와 다르게 B2B시장에서 구매기업의 구매센터라는 특수한 조직에서 공급기업 제품 또는 서비스에 대한 전반적인 검토가 이루어지기 때문에, B2B 공급기업은 서로 다른 니즈를 가진 구매센터 조직원들이 만족할 수 있는 제품 또는 서비스를 제공해야 하는 어려움이 있다. 이러한 어려움을 극복하고 B2B 공급기업이 구매기업과 장기적이고 안정적인 거래를 하기 위해서는 공급기업의 판매원의 개별적인 역량에 따른 판매유형이 중요하다고 할 수 있다. 구매센터 조직원들을 대면하여 고객이 원하는 니즈와 욕구를 파악하고 그에 맞는 제품 및 서비스를 홍보하고 제공하는 판매원의 역할이 매우 중요하다고 할 수 있겠다. 본 연구에서는 판매원의 개별적인 역량에 따른 판매유형을 자문적 판매와 적응적 판매로 구분하여, 선행요인으로는 조직기억, 고객지향성 그리고 관계신념(친밀 관계신념, 통제 관계신념)으로, 결과요인으로는 고객만족 및 관계의 질로 제시하고 연구를 수행하였다. 연구 결과 자문적 판매와 적응적 판매가 고객만족 및 고객과 의 장기적인 관계의 질에 긍정적인 영향을 미치는 것을 확인 할 수 있었다, 다만 연구의 범위가 B2B 공급기업 중 전자, 소재에서 근무하는 판매원을 중심으로 진행하여 일반화하기에는 한계가 있다.

B2B 관계강화에 영향을 미치는 선행요인에 관한 연구: 수출 제조기업을 중심으로

최종화 ( Jong Hwa Choi ),이현주 ( Hyun Ju Lee ),강기두 ( Gi Du Kang ) 한국통상정보학회 2014 통상정보연구 Vol.16 No.4

글로벌 금융위기 이후 수출기업들은 무한경쟁시장에서 살아남기 위하여 기술을 혁신하고 제품경쟁력을 강화하고 있다. 이러한 글로벌 B2B 환경에서 수출 제조기업이 지속적인 생존과 성장을 위해서는 글로벌 구매업체와의 관계를 강화하는 것이 매우 중요하다. 관계강화를 통해서 마케팅 및 거래 비용을 절감하고 기업 활동의 안정성을 보장받을 수 있기 때문이다. 본 연구는 수출 제조기업의 구매업체와의 관계강화에 영향을 미치는 선행요인을 규명하는 연구로서, 관계강화의 핵심 요인으로 관계품질, 관계품질의 구성 요소로 관계만족, 신뢰, 관계몰입을 채택하였다. 또한, 관계만족의 선행요인으로 기술적 서비스품질과 관계적 서비스역량을, 신뢰의 선행요인으로 소통과 정보교환, 관계정책, 기회주의적 행동을 살펴보았다. 수출제조기업 P의류업체와 거래관계를 가지고 있는 107개 업체 데이터를 바탕으로 실증분석을 수행하였으며, PLS를 활용하여 분석하였다. 연구결과, 수출 제조기업의 구매업체와의 관계몰입은 관계강화에 유의한 영향을 미쳤으며, 관계만족과 신뢰는 관계몰입을 매개로 하여 관계강화에 영향을 미쳤다. 또한, 기술적 서비스품질은 관계만족에 유의한 영향을 미쳤으나, 관계적 서비스역량은 유의한 영향을 미치지 못했다. 소통과 정보 교환, 관계정책은 긍정적으로 유의한 영향을 미친 반면, 기회주의적 행동은 부정적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구는 글로벌 고객사와 win-win 전략 수립 시 자원투입을 어디에 집중해야 하는가를 판단하는 데 시사점을 제공할 수 있을 것으로 판단된다. Nowadays to thrive on the intensively competitive environments based on drastic and rapid technical evolutions, exporting manufacturing companies need to keep very stable relationship with suppliers. Thus, analyzing key factors of strengthening relationship with suppliers in a B2B environment is important. In this regard, this study develops a research model to deeply understand key antecedents of relationship strength between B2B companies. Relationship quality was considered as the key factor affecting to the relationship strength. This study considers relationship satisfaction, trust, and relationship commitment as the factors of relationship quality. Moreover, technical service quality and relational service quality were considered to be the antecedents of relationship satisfaction, while communication and information exchange, relationship policies and practices, and opportunistic behavior were regarded as the antecedents of trust. The PLS method was applied for the empirical analysis of 107 companies data. The results indicated that the relationship commitment has a significant impact on relationship strength. Moreover, relationship satisfaction and trust had indirectly impact on relationship strength through relationship commitment. Although the quality of technical service quality had a significant impact on relationship satisfaction, relational service quality did not have a significant impact. While communication and information exchange, relationship policies, and practices had positively significant impacts, opportunistic behavior had a negative impact.