철도산업에서 관계혜택이 신뢰성과 관계지향성 및 기업명성에 미치는 영향

안시정(Si-Jung, An) 실천경영학회 2015 실천경영연구 Vol.10 No.1

Today, many companies direct their efforts to have a continuing relationship in order to achieve a competitive advantage. Thanks to the benefits of highly advanced information technology, consumer-centered marketing era is on the way and many companies direct their effort to have a strong customer relationship, recognizing the firm construction of relationship with customers would give a competitive edge over the other companies. In addition, for the sake of long -term relationships with customers, the management of the customer relationship takes priority, which brings benefits to the company by retaining the customers in the midst of fierce competition . The firm construction of relationship with customers brings the competitive benefits and is one of the important means of maximizing the profits to the company. However, the studies of market orientation and entrepreneur orientation in railway industry have been not sufficient up to now and although market orientation and entrepreneur orientation are important in establishing the marketing strategy depending on the changes of the global environment, the empirical studies analyzing the regulatory roles have been insignificant. Hence, this study analyzed the structural model of the variables of the reliability and the company reputation based on the benefit between the railway business groups and verified the regulatory roles of market orientation and entrepreneur orientation through empirical analyses. The results of this study are as follows. Firstly, the hypothesis that in railway industry , more relationship benefits t he customer s have perceived would have a positive effect on reliability is analyzed and it is found that more relationship benefits would have an effect on reliability. In addition, the hypothesis that in railway industry, more relationship benefits the customers have perceived would have a positive effect on reliability is supported, which verifies a causal relationship between relationship benefit and relationship orientation. Secondly, the analysis of the hypothesis that in railway industry, the parameters of reliability and relation ship orientation would have a positive effect on the company reputation showed that both parameters were significant, which led to the conclusion that the company reputation would be enhanced with reliability and relationship orientation of the company enhanced. Customer orientation and company orientation are found to have more effect than reliability in the relationship of two parameters, which shows that in railway industry, customers prefer the relationship orientation to the trust and immersion in the company until they become the loyal customers in t he relationship with the company.

지각된 관계혜택과 커뮤니케이션스타일이 관계만족, 관계지향성, 전환장벽에 미치는 영향

김봉관,이승진 한국전략마케팅학회 2005 마케팅논집 Vol.13 No.2

고객과의 접점 빈도가 높은 서비스산업 중 자동차 수리 및 보수점에서 관계혜택과 커뮤니케이션스타일에 대한 고객의 지각이 관계만족과 관계지향성에 어떠한 영향을 주며, 나아가 관계만족과 관계지향성이 전환장벽에 어떤 영향을 미치는지를 분석하였다. 분석결과, 관계혜택과 커뮤니케이션스타일에 대한 지각은 관계만족과 관계지향성에 긍정적인 영향을 미친다는 것을 확인하였다. 관계혜택과 서비스제공자의 커뮤니케이션 스타일에 대한 지각을 통하여 형성된 관계만족과 관계지향성간에도 강한 정(+)의 관계가 있으며, 이들 관계만족과 관계지향성은 전환장벽에도 영향을 미치는 것으로 나타났다. 이러한 결과는 특정점포에 대해 만족한 소비자는 점포전환을 위한 추가적인 시간 및 노력을 투입할 필요성을 느끼지 않기 때문에 대체점포에 대한 정보탐색을 하지 않는 경향을 가짐으로써 전환행위를 억제시키는 작용을 하게 되어 결국 전환장벽에 긍정적인 영향을 미친다는 것이다. 또한 관계지향성이 높은 고객은 낮은 고객에 비해 상대적으로 높은 전환비용을 인식하게 될 것이고 이로 인해 다른 점포로 옮겨가는 것에 대한 장벽으로 작용하게 될 것이다. The result of the study can be summarized and bring conclusion as follows; First, customer's relationship benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits. These benefits have important roles to affect customer's relationship satisfaction and relationship orientation. Especially, when customers highly perceive confidence benefits, confidence benefit has more important roles to affect customer's relationship satisfaction and relationship orientation than the other benefits. Second, service provider's communication style which is consist of cooperation orientation and control orientation has significant influence on customer's relationship satisfaction and relationship orientation. In other words, communication style of cooperation orientation has positive influence on customer's relationship satisfaction and relationship orientation; on the contrary, communication style of control orientation has negative influence on customer's relationship satisfaction and relationship orientation. Third, customer's relationship satisfaction has positive influence on relationship orientation. Fourth, both customer's relationship satisfaction and relationship orientation are positively associated with conversion barrier. In conclusion, companies should raise level of customer's relationship benefits and focus on internal marketing to induce employees to have cooperative communication style in order to lead customer's relationship satisfaction and relationship orientation.

The Antecedent Factors Influencing Long-term Relationship Orientation in Overseas B2B Markets

Hao Zhang(Hao Zhang),Yeung-Kurn Park(Yeung-Kurn Park),Xueting Zhang(Xueting Zhang) 한국무역연구원 2022 무역연구 Vol.18 No.6

Purpose – Based on the past overseas business experiences of China Business to Business (B2B) enterprises, this study focuses on the influence of relationship marketing factors on the long-term relationship orientation of trading partners. First, this study discusses whether the relationship marketing factors in B2B environment-information sharing, customer orientation and interdependence will lead to the relationship satisfaction of enterprise customers. Then, it discusses whether relationship satisfaction leads to long-term relationship orientation of corporate customers. Finally, the mediating role of relationship satisfaction between relationship marketing factors and long-term relationship orientation is analyzed. Design/Methodology/Approach – The data were collected through questionnaires, and the persons in charge of sales and purchases of 350 B2B enterprises in China were investigated. Finally, 296 valid questionnaires were used for research and analysis. Findings – The analysis results of this study are summarized as follows: First, this study reveals the positive influence of relationship marketing factors such as information sharing, customer orientation and interdependence on relationship satisfaction. Second, relationship satisfaction is confirmed to have a positive impact on long-term relationship orientation. Third, the analysis of the mediating effect of relationship satisfaction shows that “relationship marketing factors lead to long-term relationship orientation through relationship satisfaction. Research Implications – This study confirms that information sharing, customer orientation, and interdependence are key factors that shape relationship satisfaction. Managers of B2B companies should have a clear understanding of relationship marketing. All policies and behaviors of an enterprise must be guided by the interests and needs of enterprise customers and ran through the entire process of production and marketing. Enterprises should strengthen two-way communication with corporate customers to understand each other’s needs and gradually form interdependent relationships with corporate customers. They should provide customers with comprehensive and thoughtful services, so that they can have a sense of identity and belonging to the enterprise, and then achieve relationship satisfaction and be willing to maintain a long-term relationship.

글로벌 산업재 구매-공급업체간 거래관계요인과 시장지향성 인식 차이가 거래성과에 미치는 영향

송선옥 한국무역상무학회 2023 貿易商務硏究 Vol.97 No.-

This study aims to determine whether there are differences in transaction relationship factors and perceptions of market orientation between buyers and suppliers of global industrial goods. In this study, whether these differences in perception affect the transaction performance of the two companies is identified through empirical analysis. In addition to this, a research model of global transactions in industrial goods is presented from the integrated perspective of buyers and suppliers. The significance of this study is that it was viewed from an integrated perspective that attempted dyadic analysis by combining global industrial goods purchasers and suppliers on a 1:1 basis. There is also significance in that, based on research by Steinman et. al.(2000), an empirical analysis was conducted by dividing the perception difference in market orientation into the actual gap, which is the difference in perception of the current state, and the Normative Gap, which is the perceived difference of a desirable state to aim for in the future. A summary of the results of verifying the research hypothesis is as follows. First, as a result (H1) of the verification of differences in perceptions of transaction relationship factors between buyers and suppliers of global industrial goods, the two groups showed significant differences in 4 out of 11 items: "transaction weight", "intention to re-contract", "maintenance of ongoing transaction relationship", and "trust in transaction information". Second, as a result of examining the difference in perception of market orientation between buyers and suppliers of global industrial goods (H2), the actual gap showed a significant difference in perception between the two groups in 6 out of 9 items. And for the Normative Gap, which is the perceived difference in market orientation in the desired state in the future, there was a significant difference in perception in 3 out of 9 items. To interpret the reason for the reduction in the perceived difference between the normative gap compared to the actual gap, the normative gap can be seen as a result of the mutual development level of the buyer and the supplier based on an ideal transaction relationship that goes beyond the current state and is oriented towards the future. Third, as a result of verifying the hypothesis about the relationship between transaction relationship factors and the actual/normative gap(H3), the variables of transaction relationship factors(deal dependence, long-term orientation, reliability) all affected the actual gap, resulting in high transaction dependence. And the result showed that the higher the long-term orientation and reliability, the smaller the actual gap, and the difference in perception of market orientation between buyers and suppliers in the current state. And there was long-term orientation and reliability as transaction relationship factors affecting the normative gap, which is the difference in perception of market orientation in a desirable state oriented to the future. At this time, the result showed that the higher the long-term orientation and the higher the mutual reliability, the lower the Normative Gap. Fourth, the result of verification(H4) on the influence of the actual/normative gap on transaction performance showed that both the actual gap and the normative gap affect the transaction performance of buyers and suppliers, confirming that transaction performance can also be improved when the two companies seek a progressive transaction relationship based on market orientation. 본 연구는 글로벌 산업재 구매-공급업체간 거래관계요인과 시장지향성 인식의 차이(gap)를 규명하고 이러한 인식 차이가 두 기업의 거래성과에 미치는 영향관계를 규명함으로써 구매-공급업체 통합적 관점에서 산업재의 글로벌 거래 인식차이 연구모형을 제시하였다. 실증분석 결과를 살펴보면, 구매-공급업체간 거래관계요인과 시장지향성 인식 차이는 부분적으로 존재함을 확인하였다. 현재 상태 시장지향성 인식차이(Actual Gap)에 영향을 미치는 거래관계요인 변수는 거래 의존성, 장기 지향성, 신뢰성 그리고 향후 바람직한 상태에서 시장지향성 인식차이(Normative Gap)에 영향을 미치는 변수는 장기 지향성과 신뢰성으로 나타났다. 구매-공급업체간 시장지향성 인식 차이(Actual/Normative Gap)가 거래성과에 미치는 영향 관계에서는 Actual Gap과 Normative Gap 모두 구매업체와 공급업체의 거래성과에 유의한 영향을 미치는 결과를 보였다.

THE EFFECTS OF THE FIRM'S STRATEGIC MARKETING ORIENTATION ON VALUE CO-CREATION AND RELATIONSHIP PERFORMANCE

Kyong Ryul Koo,Jeong Hye Choi,Kyung Hoon Kim,Nam Hee Jin 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

The advanced information technology leads to network age, making existing competitive advantages such as differentiation and cost leadership powerless in B2B context. The competitiveness of individual firm plays a significant role in enhancing the competitive advantage of a business network that a firm belongs to. The competitiveness of a business network depends on value co-creation, the interaction among firms in a network. Value co-creation has desirable and risky aspects. The increases in profits, brand reputation, and time and cost efficiency, client and supplier learning, etc. are positive aspects. But role conflicts, role ambiguity, and tension, etc. are negative outcomes. How can the industrial firm succeed in value co-creation with its partners in B2B context? The study focuses on the firm’s strategic marketing orientations as an antecedent of value co-creation. Strategic marketing orientations as the values and beliefs of the firm affect the collaboration with other firms during value co-creation. Previous literature assumes that a firm pursues one single strategic orientation. However, the study assumes that an industrial firm has entrepreneurial orientation, market orientation, long-term orientation, and relationship orientation. The study mostly focused on the relationships among those strategic marketing orientations. Based on these inter-relationships, the study proposed a set of value co-creation activity criteria such as information seeking, information sharing, personal interaction, responsible behavior, feedback, helping, advocacy, tolerance. Value co-creation has been evaluated by relationship performance such as trust and commitment. The study examined the relationships between strategic marketing orientations and value co-creation. Data was collected from 159 Korean manufacturers in B2B context and analyzed through structural equation modeling. The study provides evidence that entrepreneurial orientation affects market orientation positively and market orientation has positive effects on long-term orientation and relationship orientation, and long-term orientation and relationship orientation influence value co-creation directly. Value co-creation has a positive effect on relationship performance. The results of the study provide valuable implications to the mangers of industrial firms in B2B context. To succeed the value co-creation, the firm first has to look at the difference between strategic marketing orientations that the value co-creation partners pursue. In terms of selecting value co-creation partner, industrial firm with long-term orientation and relationship orientation will be more effective. Six activities of interactions during value co-creation play an important role in enhancing trust and commitment. The study contributes to the value co-creation literature by identifying strategic marketing orientations as independent variable influencing the value co-creation in B2B context. The study has several limitations that call for future research.

고객불량행동이 자아존중감과 고객지향성에 미치는 영향

최은미 ( Choi Eun-mi ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.4

This study explores how jay customer behaviors affect self-esteem and customer orientation in the relationship of current casino employees based on interaction with customers. First, in the result of research on the effect of jay customer behaviors on self-esteem of casino employees jay customer behaviors showed negative effect on self-esteem. Second, in the result of examination on the effect of self-esteem on casino employees’ customer orientation relationship revealed that self-esteem had positive effect on customer orientation relationship. Third, in the result of research on the effect of jay customer behaviors on customer orientation relationship of casino employees jay customer behaviors showed negative effect on customer orientation relationship. Fourth, in terms of the mediating role of self-esteem between jay customer behaviors and customer orientation relationship, it revealed indirect effect in the relationship between jay customer behaviors and customer orientation relationship. In other words, it could be interpreted that when casino employees go through self-esteem after recognizing jay customer behaviors. They experienced the effect of enhanced customer orientation relationship effect. It carried out examination about the effect on self-esteem and customer orientation relationship caused by jay customer behaviors are recognized by casino employees to effective human resources management system to enhance customer orientation relationship and based on the research result suggested how to use the human resources management system for casino employee regarding such jay customer behaviors in the future.

온라인 스포츠커뮤니티의 정보특성과 관계신뢰, 관계만족 및 장기적 관계지향성의 구조적 관계

이동준 한국체육과학회 2022 한국체육과학회지 Vol.31 No.2

This study has a main purpose that closely examines the structural relationship among information characteristic, relationship trust, relationship satisfaction, and long-term relationship orientation in online sports community. In order to achieve it, the sample from user of online sports community were accumulated by using convenience sampling that chose sports center in Seoul. The samples were 319 people. and we excluded unsuitable sheet like that were decided as untruthful one and an omission and unclear. So the final samples were 287 people. On the basis of that, The statistical techniques, spss 24.0 and amos 24.0 program have been used for the analysis as per research purpose. The statistical analysis used in the research for a data analysis includes frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation model analysis. The research has drawn the following conclusions, based on the above mentioned research method and its procedures: First, The information characteristic influences the relationship trust. Second, The relationship trust influences the relationship satisfaction. Third, The relationship trust influences the long-term relationship orientation. Fourth, The relationship satisfaction influences the long-term relationship orientation.

호텔기업 구성원의 직무노력차원, 관계적 배태성, 관계 신뢰, 장기관계지향성 간의 구조적 관계

박종철 ( Park Jong-chul ),권봉헌 ( Kwon Bong-heon ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2020 호텔리조트연구 Vol.19 No.3

The purpose of this study is test to the structural relationships of job effort dimension and relational embeddedness, relationship trust, long-term relationship orientation in the hotel industry. To accomplish the goals, a field survey was conducted on the customers' of deluxe hotels in the Seoul area. The statistical tools to be undertaken in this research were frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and covariance analysis using the statistical package of SPSS (18.0) and AMOS (18.0). The results of this study could be summarized as follows; First, the job effort dimension( customer care effort, expertise effort, communication efforts, customer contact effort, intimate response effort, special treatment effort, prosocial relationship effort) have a positively affects the level of hotel customers' relational embeddedness. Second, the job effort dimension( customer care effort, expertise effort, communication efforts, customer contact effort, intimate response effort, special treatment effort, prosocial relationship effort) have a positively affects the level of hotel customers' relationship trust. Third, the job effort dimension(customer care effort, expertise effort, communication efforts, customer contact effort, intimate response effort, special treatment effort, prosocial relationship effort) have a positively affects the level of hotel customers' long-term relationship orientation. Fourth, the job effort have a positively affects the level of hotel customers' relationship trust. Fifth, the job effort have a positively affects the level of hotel customers' long-term relationship orientation.

체험관광객(Trytoursumer)의 체험요인, 관계혜택, 장기관계지향성간의 관계연구: 소셜미디어 채널의 조절효과

김영하 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.4

The purpose of this study is to investigate the relationship between experience factors, relationship benefits, and long-term orientation of social tourists. First, entertainment experience, education experience, and daily escape experience factors have a significant influence on long-term relationship orientation. Second, it was confirmed that the social media channel plays a role in the influence of relationship between experiential factors and long-term relationship orientation. Third, social media channels have a moderating effect on the relationship between experiential factors and long-term relationship orientation. Fourth, social media channels have a moderating effect on the relationship between relationship benefits and long-term relationship orientation.

관계혜택이 고객만족과 장기적 관계지향성에 미치는 영향: 신협을 중심으로

강성무,김형준 한국벤처창업학회 2018 벤처창업연구 Vol.13 No.2

Credit unions organized and operated by the members of communities, work-places or groups are co-operative entities where customers act as owners not just transaction partners. The foregoing organizational characteristic of credit unions exerts beneficial effects on their customer relationship, and underscores the need for diversifying their relationship marketing strategies. This study sheds light on the structural relationship of credit unions in terms of principal variables of relationship marketing, i.e. relationship benefits, customer satisfaction and long-term relationship orientation. Specifically, we classify the relationship benefits into three sub-dimensions, i.e. confidence benefits, social benefits and special treatment benefits, and structuralize a causal model involving the customer satisfaction and long-term relationship orientation. From December 26, 2017 to January 26, 2018, A total of 360 questionnaires was collected. Of these, 346 were selected as the final samples, excluding 14, which are difficult to use in statistics. The reliability analysis, exploratory factor analysis, and regression analysis was performed by using the 'SPSS 24.0‘. And confirmatory factor analysis, structural equation model analysis was performed by using 'AMOS 24.0'. The findings highlight the following. First, confidence benefits directly impact on the long-term relationship orientation, and indirectly influence the latter by the medium of customer satisfaction. Second, social benefits directly influence the long-term relationship orientation, without exerting any indirect effects on the latter via customer satisfaction. Third, special treatment benefits do not directly impact on the long-term relationship orientation but have indirect effects on the latter by the medium of customer satisfaction. Fourth, customer satisfaction has positive effects on the long-term relationship orientation. The findings suggest credit unions should establish a long-term relationship with their customers by providing them with confidence benefits to earn their trust and confidence, with social benefits to build a relationship of affinity and friendship, and with special treatment benefits to meet their needs in the long, not short and temporary, term. 동일 지역, 직장, 단체에 소속된 사람들에 의하여 조직되고, 운영되는 신협은 고객이 곧 소유자가 되는 협동조합기업으로서 고객이 단순한 거래자 관계가 아니라 신협에 소속되는 특징이 있다. 이러한 신협의 조직적인 특성은 고객과의 관계에 유리한 영향을 미치기 때문에 다양한 관계마케팅 전략을 펼쳐나가는 것이 중요하다. 이에 관계마케팅의 주요 변수인 관계혜택, 고객만족, 장기적 관계지향성을 이용하여 신협에서의 구조적 관계를 살펴보았다. 구체적으로 관계혜택을 확신적 혜택, 사회적 혜택, 특별대우 혜택의 3가지 차원으로 구분하고 고객만족과 장기적 관계지향성과의 인과적 모델을 구조화하여 연구를 수행하였다. 연구를 수행하기 위해 신협 고객을 대상으로 2017년 12월 26일부터 2018년 1월 26일까지 설문을 실시하여 총 360부를 회수하였다. 이중 통계에 활용하기 어려운 14부를 제외하고 346부를 최종 표본으로 선정하였다. 자료는 SPSS 24.0을 활용하여 신뢰도 분석, 탐색적 요인분석, 회귀분석을 하였고, AMOS 24.0을 활용하여 확인적 요인분석, 구조방정식 모형분석을 하였으며, 그 연구 결과는 다음과 같다. 첫째, 확신적 혜택은 장기적 관계지향성에 직접적인 영향을 미칠 뿐만 아니라 고객만족을 매개로 간접적인 영향을 미치는 것으로 나타났다. 둘째, 사회적 혜택은 장기적 관계지향성에 직접적인 영향을 미치나, 고객만족을 매개로 간접적인 영향은 없는 것으로 나타났다. 셋째, 특별대우 혜택은 장기적 관계지향성에 직접적인 영향은 없으나, 고객만족을 매개로 간접적인 영향을 미치는 것으로 나타났다. 넷째, 고객만족은 장기적 관계지향성에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 시사점으로 신협 고객에게 확신적 혜택을 제공하여 신뢰감과 확신감을 들게 하고, 사회적 혜택을 제공하여 친밀감과 우정의 관계를 구축하며, 특별대우 혜택을 제공하여 욕구를 충족시켜 주면 고객이 단기적이고 일시적인 관점이 아닌 장기적인 측면에서 고객만족을 하게 되고, 결과적으로 신협과 고객과의 장기적인 관계가 구축될 것이라는 점을 제시하였다.