The Effect of Mutual Trust on Relational Performance in Supplier-Buyer Relationships for Business Services Transactions

Jeonpyo,Noh 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.4

信任在心理学, 经济学, 社会学中己被广泛硏究, 其重要性不仅在市场营销中被强调, 在一般商业原则中也被强调,供应商和买家之间的关系与过去不同, 过去的关系需要相当大的私人网络优势, 幷可能涉及不道德的商业行为. 而在以工业营销成功的为核心的二十一世纪激烈的全球竞争中, 供应商和买家之间的关系是伙伴关系. 在相互合作的高级別信任的基础上, 通过交換的关系, 这会给买家和供应商带来长期的利益, 竞争力增强和交易成本的降低以及其福利. 尽管现有的硏究有信任的重要性, 但是在购买与供关系中却忽视了信任的作用, 也沒有系统地分析信任对关系的影响. 因此, 深入硏究, 确定买家和商业服务供应商之间信任和关系绩效之间的联系是绝对需要的. 本硏究中的商業服務, 包括那些支持制造業, 正作爲下一代經濟增長的引擎而吸引看人們的主意. 韓國政府已選择其作爲制造增長的引擎而吸引看人們的注意. 韓國政府已選择基作爲制造業发展的战略領域. 由于商業服務竝放市場的需求日趋激烈, 商業服務業的競爭力应该比以往得更多的提倡. 本硏究的目的是探索相互信任對实家和供應商之間的關系績效的影响. 具體來說, 本硏究在商業服務交易中提出了一个關于信任-關系績效的理论模型, 幷实证检驗根据模型而提出的假設. 这項硏究表明, 硏究結果战略意義. 本然究通过多种方法收集經驗数据. 这些方法包括通过電話, 邮件和面试. 作爲樣本的公司是在韓國供應和购实商業服務的以知识爲本的公司. 本硏究收集的是二进的基础数据. 每个公司對的相互信任. 本硏究爲商業服務的实卖雙方提出了信任-關系績效的模型. 该模型由信任和它的前因和后果. 實家的信任分爲對供應公司的信任和對销售人員的信任. 根据Doney 和 Cannon (1997)的 硏究我們在个人水平和組织水平上觀察信任. 通商情況下, 實方是信任的受體, 但这項硏究我們建议以供應商爲觀察受體. 因此, 它独特的關注了雙邊角度的知覺風险. 換言之, 供應商和實家一樣, 是信任的主體, 因爲交易通商是雙邊的. 从这个角度來看, 供應商對實家信任和實方對供貨商的信赖一樣重要. 供應商的信任从某種程度上受它信任的實方公司和實家的影响. 这種使用個人水平和組织水平的信任分类是根据Doney 和 Cannon (1997)的硏究. 信任影响供應想的選择, 这是一項雙向放的工作. 供應商們积极參与供應商選擇过程中, 和實家密切的一起工作. 此外, 该过程从某種程度上受每一方信任的合作伙伴的影响. 挑選过程包括一些步骤 识別, 信息检索, 供應商選擇和績效讦价. 作爲这一进程的結果, 實家和供應商都进行績效讦估, 幷就这些結果爲基础, 采取有形或无形的纠正行动. 本硏究中使用的關于信任的測量問項是根据Mayer, Davis 和 Schoorman (1995) 以及Mayer和Davis (1999) 的硏究發展起來的. 根据他們的建議, 有關信任的三個方面的硏究包括有能力, 善和完整. 根据商業服務这個背景我們調整了原來的問題. 例如, 如"他/她的專業能力"已被改爲"當我們討論我問的産品時销售人員表現出專業能力. "这項硏究使用的測量問項不同于在以往的硏究中使用的問項 (Rotter 1967, Sullivan和Perterson 1982, Dwyer和Oh 1987). 本硏究中有關信任的前因后果的測量問項是根据Doney和Cannon (1997)的硏究爲基础制定的. 根据商業服務这個背景我們調整了原來的問題. 特別是, 問題被設計爲對實家和供應商以解決下列因素 信誉 (诚信, 客戶服務, 良好意愿), 市場地位 (公司規模, 市場份额, 在行業中的地位), 愿意定制愿意保持良好關系, 认爲專業, 权威授權, 實方与賣方的相似性, 以及接触频率. 作爲信任相應的變量, 我們對關系績效進行了測試. 關系績效分爲有形的影响, 包括關系的改善 Trust has been studied extensively in psychology, economics, and sociology, and its importance has been emphasized not only in marketing, but also in business disciplines in general Unlike past relationships between suppliers and buyers, which take considerable advantage of private networks and may involve unethical business practices, partnerships between suppliers and buyers are at the core of success for industrial marketing amid intense global competition in the 21st century A high level of mutual cooperation occurs through and exchange relationship based on trust, which brings long-term benefits, competitive enhancements, and transaction cost reductions, among other benefits, for both buyers and suppliers In spite of the important role of trust, existing studies in buy-supply situations overlook the role of trust and do not systematically analyze the effect of trust on relational performance Consequently, an in-depth study that determines the relation of trust to the relational performance between buyers and suppliers of business services is absolutely needed Business services in this study, which include those supporting the manufacturing industry, are drawing attention as the economic growth engine for the next generation The Korean government has selected business services as a strategic area for the development of manufacturing sectors Since the demands for opening business services markets are becoming fiercer, the competitiveness of the business service industry must be promoted now more than ever The purpose of this study is to investigate the effect of the mutual trust between buyers and suppliers on relational performance Specifically, this study proposed a theoretical model of trust-relational performance in the transactions of business services and empirically tested the hypotheses delineated from the framework The study suggests strategic implications based on research findings Empirical data were collected via multiple methods, including via telephone, mail, and in-person interviews Sample companies were knowledge-based companies supplying and purchasing business services in Korea The present study collected data on a dyadic basis Each pair of sample companies includes a buying company and its corresponding supplying company Mutual trust was traced for each pair of compaines This study proposes a model of trust-relational performance of buying-supplying for business services The model consists of trust and its antecedents and consequences The trust of buyers is classified into trust toward the supplying company and trust toward salespersons Viewing trust both at the individual level and the organizational level is based on the research of Doney and Cannon (1997) Normally, buyers are the subject of trust, but this study supposes that suppliers are the subjects Hence, it uniquely focused on the bilateral perspective of perceived risk In other words, suppliers, like buyers, are the subject of trust since transactions are normally bilateral From this point of view, suppliers' trust in buyers is as important as buyers' trust in suppliers The suppliers' trust is influenced by the extent to which it trusts the buying companies and the buyers This classification of trust using an individual level and an organization level is based on the suggestion of Doney and Cannon (1997) Trust affects the process of supplier selection, which works in a bilateral manner Suppliers are actively involved in the supplier selection process, working very closely with buyers In addition, the process is affected by the extent to which each party trusts its partners The selection process consists of certain steps recognition, information search, supplier selection, and performance evaluation As a result of the process, both buyers and suppliers evaluate the performance and take corrective actions on the basis of such outcomes as tangible, intangible, and/or side effects The measurement of trust used for the present study

Naming of Brands Proven Successful in Korea: A Linguistic Approach

Jeonpyo Noh,Jinhee Suh 한국사회언어학회 2003 사회언어학 Vol.11 No.2

This expanded study explores the grammar of successful brand names in Korean from a linguistic perspective. Specifically, this study investigates the linguistic principles of brand names based on analyses of 568 successful Korean brand names. We first looked at selected brands from three linguistic areas: phonetic/phonological features, morphological/ syntactic structures, and semantic interpretations. Based on the analyses, the proposed seven research hypotheses governing the naming of successful Korean brands were verified. Each of the major linguistic components proves to be effective, and this result may set up a general branding framework applied to all products. A knowledge base of the best practices in the brand-naming must serve a base model for successful brand management. Understanding the underlying causes for the successes in the naming of brands will enable firms to better do business and to efficiently use resources.

Samsung Austin Semiconductors : Its Adaptation, Survival and Growth

Noh, Jeonpyo 한국산학경영학회 2002 산학경영연구 Vol.15 No.-

Samsung Electronics has 25 production bases, 36 marketing subsidiaries and 23 overseas offices in 46 countries around the world. Samsung Electronics global strategy involves seven main regions, North America, Europe, Southeast Asia, China, the CIS and Latin America. Samsung Electronics is dedicated to helping the local communities where it dose business, helping to advance local economies and develop products that best suit local needs. This case attempts to introduce the localization strategies of Samsung Austin Semiconductors especially with respect to the community service programs. Samsung Austin Semiconductors develops a framework for a firm to adapt in a foreign environment creating corporate citizenship. This model surely helps the firm to adapt, survive and grow even in a hostile foreign environment.

AN EMPIRICAL STUDY ON THE RELATIONSHIP BETWEEN PERCEIVED RISK AND RISK PROPENSITY

NOH, JEONPYO 韓日經商學會 1993 韓日經商論集 Vol.9 No.-

본 연구의 목적은 산업재 구매시 구매자가 지각하는 위험(지각위험)과 구매자 개인의 위험성향(위험성향) 개념을 재검토하고 두 개념간의 상관관계를 분석하고자 하는 것이다. 본 연구에서는 기존연구와는 달리 지금까지 혼란스럽게 사용되어온 지각위험과 위험성향 개념의 차이를 명확히 구분하고 있다. 연구표본은 미국의 화학산업 구매자협회 회원 1285명 중에서 1200명을 편의추출하였고 우편설문조사 결과 540명이 최종분석에 사용되었다. 본 연구의 결과를 요약하면 산업구매자가 지각하는 위험과 개인의 위험 성향과는 유의적인 상관관계가 존재하지 않는 것으로 밝혀졌다. 이 결과는 소비재 구매와는 달리 산업재 구매시 "보다 합리적인 구매의사결정"의 특징을 반영하고 있다고 할 수 있다.

Brand Naming in Korean : A Linguistic Approach

Noh, Jeonpyo,Suh, Jinhee 한국광고학회 2002 광고학연구 Vol.13 No.5

Factors Influencing Price/Quality Relationships

Noh.Jeonpyo 강원대학교 산업경제연구소 1997 産業과經濟 Vol.7 No.1

Korean New Product Development and Management : A Theoretical Framework

Noh, Jeonpyo(노전표) 연세대학교 빈곤문제국제개발연구원 2004 地域發展硏究 Vol.13 No.-

The Impact of Patent Infringement Litigation on Customer-Based Brand Equity

Chou, Ju Pin,Noh, Jeonpyo,Choi, Jiyeon Korean Marketing Association 2016 ASIA MARKETING JOURNAL Vol.18 No.1

With continuous news headlines related to patents in the public media, awareness of patents' value is spreading, and patents are valuable not only to a firm but also to consumers. Therefore, this study makes an effort to explore the theoretical mechanism of the effects of patent infringement litigation (PIL) on customers. More specifically, this study examines the influence of PIL on customer-based brand equity (CBBE) and brand innovation image (BII). Based on this study's findings, PIL's outcomes directly affect BII, which in turn indirectly affects CBBE. That is, people will evaluate a winning brand as a highly innovative brand, which contributes to higher brand equity. However, in regards to PIL's direct effect on CBBE, there are some differences between Apple and Samsung. In the case of Apple, the winner image positively affects only one dimension of CBBE, brand loyalty, while for Samsung, the plaintiff's image negatively affects brand loyalty.

친환경행동과 혁신성이 그린제품의 구전 및 구매의도에 미치는 영향

최지연(Choi, Jiyeon),노전표(Noh, Jeonpyo) 한국상품학회 2014 商品學硏究 Vol.32 No.1

연구목적: 기업의 그린마케팅 프로그램은 소비자의 친환경 라이프스타일이 강조되면서 마케팅전략에 적극 반영되고 있다. 자동차 업계도 예외가 아니어서 친환경차 개발과 보급이 전략 과제로 대두되고 있다. 그러나 하이브리드카를 비롯한 친환경차의 대중화는 가시화되지 않는 실정이다. 자동차는 타인이나 사회적 지위 등을 의식하여 구매되는 성격이 강하기 때문에 구매프로세스에서 다른 사람의 의견과 구전이 결정적 역할을 할 수 있다. 따라서 본 연구에서는 소비자 개인의 특성과 하이브리드카의 구전 및 구매의도와의 관계를 파악하여 그린혁신의 근간이 되는 소비자 변수와 그 영향을 실증 분석하고, 이에 근거한 실무적 시사점을 도출한다. 연구 설계 및 방법론: 연구모형의 검증을 위해 설문지를 이용하였다. 201부의 배포된 설문 중 결측치 등을 제외한 193부를 최종 분석에 사용하였으며, SPSS 19.0과 AMOS 20.0 통계분석 프로그램을 이용하여 빈도분석, 신뢰도분석, 탐색적 요인분석, 확인적 요인분석, 구조방정식 모형분석, 조절효과 검증을 위한 다중집단 비교분석을 실시하였다. 분석 및 연구 결과: 소비자의 환경친화행동이 구전수용 및 확산의도, 혁신성은 구전확산, 구전수용과 구전확산이 구매의도에 긍정적인 영향을 주는 것으로 나타났다. 또한, 방어초점과 촉진초점 소비자간의 구매의도에서 차이가 존재하는 것으로 나타났다. 시사점 및 연구의 한계점: 기업은 하이브리드카의 친환경성을 지속적으로 강조하고 투자하는 한편, 촉진활동에 있어서는 혁신 및 세련된 이미지를 사용, 장기미래 시점 위주의 메시지로 어필 하여 긍정적 정보를 조기 확산시킬 필요가 있다. 아울러, 소비자의 하이브리드카에 대한 관심이 실제 구매의도와 연결되도록 하는 결정적인 매개 및 조절요인을 찾을 필요가 있는데 이 때 객관적이고 다양한 정보를 제공함으로써 소비자의 불확실성을 줄여주는 것이 중요하다. 이러한 결과는 혁신과 친환경성이라는 관점에서 하이브리드카에 대한 마케팅 전략 수립에 국한된 것이 아니라, 친환경 전자제품이나 그린IT 등 그린 혁신제품군 전반에 응용이 가능함으로써 관련 연구와 실무에 의미 있게 활용될 것으로 보인다. 향후 연구방향: 향후 다양한 혁신제품군(그린IT, 친환경 가전 등)에서의 확장된 연구를 시도할 수 있을 것이다. 공헌점: 자동차는 관여도가 비교적 큰 제품군이므로 소비자의 구매의사결정 과정에서 소비자 개인의 특성이 크게 작용한다. 따라서 소비자의 특성과 하이브리드카 구매의도와의 관계를 파악하는 것은 매우 중요하다. 본 연구는 환경변수와 혁신성을 동시에 고려하여 네트워크효과를 검증했다는 점, 그린제품 구매과정에서 조절초점에 따른 차이를 비교하였다는 점에서 차별점을 갖는다. Purpose: The purpose of the study is to examine the effect of buyers' environmental and innovative tendency on the purchase intention of hybrid cars mediated by word-of-mouth in. The study also explores the moderating effect of the regulatory focus in the proposed relations. Finally, it proposes the theoretical and practical implications for further research in this realm of study. Design/methodology/approach: To empirically verify the proposed model, a comprehensive survey was conducted. Out of 201 participants, 193 usable questionnaires were collected. The data were analyzed using both EFA and CFA in order to identify and validate the items contributing to each component in the model. Further, we conducted structural modeling and multi-group analysis in order to verify the moderating effect verification. Results/findings: The results indicate that consumers' pro-environmental behavior has a significantly positive influence on WOM acceptance and spread. On the other hand, consumers' innovativeness has only a positive influence on WOM spread. Further, WOM acceptance and spread both haver a significantly positive influence on attitudes toward green purchases. It was also discovered that regulatory focus moderated the effect of WOM on purchase intention. Research implications/limitations: The understanding of the process and antecedents of green purchases can provide green car marketers with some useful insights into improving the communication effectiveness of their promotional campaigns. Future work/research: Future study that expands the research from various products(green IT, eco-friendly appliances, etc.) will be promising. Originality/value: The present findings contribute to incorporating both environmental and innovative tendencies in order to examine the effect of each variable on the process of purchasing green products. This should performed by first focusing on the effect of word-of-mouth in the context of network effect in this area.