전자무역 : B2B e-마켓플레이스의 e-CRM요인이 고객관계의 질과 성과에 미치는 영향 -전환장벽의 조절효과를 중심으로- = The Effect of e-CRM Factors on Customer Relationship Quality and Performance in B2B e-Marketplace -Focused on Moderating Effects of Switching Barriers

국문 초록 (Abstract)

본 연구는 고객관계관리의 중요성과 비중이 높아짐에 따라 B2B e-마켓플레이스에서의 e-CRM요인이 고객관계의 질과 성과에 미치는 영향관계를 파악하고 이러한 영향관계에서 전환장벽이 조절효과를 가지는지를 기업 대상 설문조사 자료를 토대로 실증분석 하였다. 분석결과를 살펴보면 첫째, e-CRM 요인(e-Marketing, e-Service, e-Sales)은 B2B e-마켓플레이스이용 고객들(공급자/구매자)과의 관계의 질(만족, 신뢰)과 성과(재구매 의도, 장기지향성)에 유의한 정(+)의 영향을 미쳤다. 둘째, 고객관계의 질과 성과 간의 분석에서는 관계의 질이 높을수록 성과도 높아지는 긍정적 관계를 나타냈으며. 셋째, 고객관계의 질과 성과간의 관계에서 전환장벽(대안 매력도, 전환비용)의 조절효과 분석에서는 대안매력도은 부(-) 그리고 전환비용은 정(+)의 조절효과를 보였다.

다국어 초록 (Multilingual Abstract)

The Purpose of this study was to establish a theoretical basis for relationship marketing exercised in the B2B e-Marketplace and to empirically analyze causal relationship among e-CRM factor, together with quality and the performance of the customer relationship. The population sample of this study was the companies who had experience for using the B2B e-Marketplace, and a data analysis was made through frequency analysis, factor analysis, multiple regression analysis and hierarchical regression analysis, utilizing statistical package of SPSS 18.0. The result of proving the assumptions are as follows; First, the e-CRM factors(e-Marketing, e-Service, e-Sales) of B2B e-Marketplace showed the positive influence on the customer relationship quality factor. Second, the e-CRM factors of B2B e-Marketplace showed the positive influence on the customer relationship performance factor. Third, according to the test result on the relationship between quality factor and performance factor, customer relationship quality factor(satisfaction, trust) had positive effect on performance factor. Last, for the moderating effect of switching barrier in the customer relationship quality factor(satisfaction, trust) on the B2B e-Marketplace and its performance factor(reusing intention, long-term orientation) of maintaining the relation, the subordinate variables of switching barrier(alternative attraction, switching cost) showed the positive moderating effects.