B2B 고객추천 마케팅의 포트폴리오 전략이 마케팅 역량에 미치는 영향

국문 초록 (Abstract)

최근 디지털 혁명으로 인한 급변하는 경영환경은 대다수의 기업들에게 시장수요에 민첩하게 대응할 것을 요구하고 있다. 이러한 변화의 흐름은 B2B 영역에서도 강력하게 작용한다. 최근 B2B 기업들은 능동적 마케팅 활동의 일환으로 고객추천 마케팅에 많은 관심을 갖게 되었다. B2B 고객추천 마케팅은 “기존고객과의 관계 및 추천사례 등을 통해 기업의 마케팅 자원을 레버리지시키는 활동”으로 잠재고객의 획득, 구매위험의 감소, 신제품의 성공가능성 증대, 기존고객과의 관계 향상, 매출 증가 등 다양한 형태의 기업가치를 창출시키는 원동력으로 작용하기 때문이다.
하지만 대다수의 B2B 공급업체들이 고객추천 마케팅을 새로운 경쟁우위를 창출할 가장 중요한 마케팅 수단으로 간주하고 있으나, 그 효과성을 증대시킬 수 있는 구체적 방법을 파악하는 노력은 부족하다. 이에 본 연구에서는 B2B 공급업체의 고객추천 마케팅의 포트폴리오 전략, 마케팅 역량 그리고 기업성과와의 관계를 실증적으로 파악하였다.
분석결과, 먼저 고객추천 마케팅의 내부 포트폴리오 전략은 시장감지 역량과 기술개발 역량 모두를 증대시키는 것으로 확인되었다. 이러한 결과는 B2B 공급업체들이 고객추천 마케팅의 내부 포트폴리오 전략을 통해 고객 욕구, 수요변화 등을 감지하여 다양한 시장지식을 증대시키고 조직학습을 촉진시킴으로써 기업의 기술개발 역량을 증대시킬 수 있음을 의미한다 하겠다. 둘째, 고객추천 마케팅의 외부 포트폴리오 전략은 브랜드관리 역량과 고객 관계 역량에 긍정적 영향을 미치는 것으로 파악되었다. 이는 B2B 공급업체들이 시장에서 명성이 높은 기존 고객의 추천 사례를 토대로 잠재고객들에게 자사의 역량을 소구함으로써 자사의 브랜드 가치를 제고시킬 뿐만 아니라 고객관계 역량을 증대시킴으로써 기업성과에 긍정적 영향을 미칠 수 있다는 것을 의미한다. 마지막으로 기업의 다양한 마케팅 역량 차원과 기업성과 간의 관계를 파악한 결과, 시장감지 역량, 브랜드 관리 역량, 고객관계 역량은 기업성과에 긍정적 영향을 미치는 것으로 파악되었다. 하지만 기술개발 역량은 기업성과에 유의미한 영향을 미치지 않는 것으로 파악되었다. 본 연구는 이러한 실증분석을 토대로 다양한 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

Recently, in the rapidly development of digital technology, many firms have required a market-based ability to achieve a sustainable competitive advantage. Especially, due to the change, the B2B firms should a dramatic management shift from relationship marketing to market-based marketing because B2B firms are affected by derived demand. For these reasons, B2B firms are paying attention to customer reference marketing.
Customer reference marketing refer to customer relationship and the related value-creation activities that a firm leverages externally or internally in its marketing efforts. The studies have addressed the importance of customer reference marketing in reducing the buyer’s risk and increasing the supplier’s marketing capabilities. However, the existing literature remain unclear how suppliers are actually leveraging customer reference marketing as marketing assets. Accordingly, the purpose of this research is to examine the various portfolio of customer reference marketing (e.g. internal leveraging of customer reference portfolio and external leveraging of customer reference portfolio) and to practically analyze the ways in which portfolio of customer reference marketing can be leveraged as marketing capabilities.
To identify the hypotheses, I use data from a cross-industry sample of 220 suppliers implementing the customer reference marketing. The hypotheses were estimated as structural equation modeling.
The results of this studies propose that internal portfolio of customer reference marketing is positively related to market sensing capability and technology-linking capability. In addition, external portfolio of customer reference marketing is positively brand maangement capability and custmer relationship capability. Finally, I found a positive effect between marketing capabilities and firm performance. The established research model for the phenomenon provide important practical implication for practitioners and theory-testing oriented business-to-business marketing research.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 가설 설정
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌

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