기업의 관계지향성이 관계자산과 성과에 미치는 영향 = (The)effects of relationship orientation on relational equity and performance

다국어 초록 (Multilingual Abstract)

Networking between industries and markets facilitated by the spread of internet and advancement in information and communication technology has far-reaching effects on the management strategies of corporations as well as on economies, industries, and markets. A network-based economy, viewing an individual customer as a separate market, has introduced relationship marketing which focuses on enhancing lifetime values of a customer and establishing a long-term relationship with her.
Relationship marketing with the concept of 'relationship' at its core aims ultimately at accumulating not only relationship assets owned by a corporation but also social capital in a broader context. A corporation establishes, maintains and reinforces relationships with stakeholders to be equipped with competitive advantages, to improve on its performance, and to ascertain its ultimate survival through cumulative efforts of building relationship assets. Therefore, 'real assets' of a corporation are not physical capital such as machines or factories but relationship assets built upon the stakeholders.
Though relationship marketing is recognized among the researchers as a pivotal strategy in terms of competitive advantage and ultimate survival of a corporation, the topic has not yet been paid much attention to from the public.
The previous studies on relationship marketing have concentrated on the relationship between corporation and customer or on the management of customer assets, largely ignoring other stakeholders such as suppliers, employees, distributors, etc. It should be addressed how the relationship with the latter influences the performance of a corporation. To be specific, the way in or the extent to which the use of relationship marketing is related with the marketing productivity of a manufacturer should be studied carefully.
Therefore, the present study examines the effects of relationship marketing in the context of manufacturing companies. The study concentrates on the effects of relationship-orientation, a behavioral factor of relationship marketing, on the accumulation of relationship assets and the fiscal performance of a corporation. Especially, the scale of a company and product differentiation were used as control variables to separate out the effects of relationship-orientation.
Survey questions to which company employees would respond were constructed in such a way to test the posed hypotheses; the questions were modifications or complements of the ones in the previous studies. Reliability and validity analysis for each variable was conducted prior to the tests of hypotheses, using SPSSWIN 10.0. Both SPSSWIN 10.0 and Lisrel 8.30 were used to test the hypotheses about the effects of relationship-orientation or about the differences in the effects of relationship-orientation according to the scale of a company or product differentiation.
An analysis of covariance structure showed that the independent variable - relationship-orientation - had a positive effect on the intermediate variables such as supplier assets, customer assets, employee assets, and distributor assets and on the dependent variable - corporate performance. Customer assets, employee assets, and distributor assets, excluding supplier assets, also had a positive effect on corporate performance. The reason why the hypothesis about the effect of supplier assets on corporate performance was rejected seemed to be the low-level of cooperation between the sample companies and their suppliers. In other words, the level of cooperation between purchaser and supplier should go beyond a critical point in order for the relationship to be beneficial to corporate performance.
On the other hand, the analysis of covariance structure which has been implemented to examine the differences in the effects of relationship-orientation on relationship assets and corporate performance according to the scale of a company and product differentiation also showed results favorable to the posed hypotheses. That is, large companies were benefited more from relationship-orientation than small- and medium-sized ones, and so were the companies with the high level of product differentiation than the ones with the low level. Suppliers, distributors, customers and employees try to make relationships mainly to obtain scarce resources and to forge competitive advantages. Hence, it is natural for the large companies or the companies with the high level of product differentiation to be preferred in making relationships since the former is generally more abundant in resources while the latter is more likely to be helpful for a company's competitive advantages.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 문제제기 및 연구목적 = 1
• 제 2 절 연구방법 및 연구범위 = 4
• 제 3 절 연구내용 및 논문의 구성 = 4
• 제 2 장 기존문헌고찰 = 6
• 제 1 절 관계마케팅에 관한 이론적 배경 = 6
• 1. 관계마케팅의 정의 = 6
• 2. 관계마케팅의 최근동향 = 8
• 3. 관계마케팅에 관한 기존연구 = 9
• 4. 관계마케팅의 중요성 = 10
• 제 2 절 관계지향성에 관한 이론적 배경 = 13
• 1. 관계지향성의 개념 = 13
• 2. 관계지향성의 구성요인에 관한 연구 = 15
• 제 3 절 관계자산에 관한 이론적 배경 = 26
• 1. 관계 자산에 대한 개념 = 26
• 2. 관계지향성과 관계자산과의 관계에 관한 연구 = 34
• 제 4 절 기업성과에 관한 이론적 배경 = 36
• 1. 기업성과의 개념 및 의의 = 36
• 2. 관계지향성과 기업성과와의 관계에 관한 연구 = 39
• 3. 관계자산과 기업성과와의 관계에 관한 연구 = 41
• 제 3 장 연구모형과 가설설정 = 43
• 제 1 절 연구모형 = 43
• 제 2 절 연구가설 = 44
• 1. 관계지향성 효과에 관한 연구가설 = 44
• (1) 관계지향성이 관계자산에 미치는 영향에 관한 연구가설(가설 1) = 44
• (2) 관계지향성이 기업성과에 미치는 영향에 관한 연구가설(가설 2) = 46
• (3) 관계자산이 기업성과에 미치는 영향에 관한 연구가설(가설 3) = 49
• 2. 기업규모에 따른 관계지향성 효과차이에 관한 연구가설(가설 4) = 50
• 3. 제품차별화정도에 따른 관계지향성 효과차이에 관한 연구가설(가설 5) = 52
• 제 3 절 표본 설계 및 조사방법 = 54
• 1. 표본의 선정과 조사방법 = 54
• 제 4 절 변수의 조작적 정의 및 설문지의 구성 = 55
• 1. 변수의 조작적 정의 = 55
• 2. 설문지의 구성 = 58
• 3. 분석에 사용된 통계분석기법 = 59
• 제 4 장 실증분석 = 60
• 제 1 절 표본의 특성 = 60
• 제 2 절 신뢰성 및 타당성 분석 = 61
• 1. 신뢰성 분석 = 61
• 2. 타당성 분석 = 64
• 3. 조절변수의 설정 = 67
• 4. 모형의 적합도 평가결과 = 68
• 제 3 절 가설검정 = 70
• 1. 기업의 관계지향성 효과에 대한 가설검정 결과(가설1,2,3) = 70
• 2. 기업규모에 따른 관계지향성 효과 차이에 대한 가설검정 결과 = 74
• 3. 제품차별화정도에 따른 관계지향성 차이에 대한 가설검정 결과 = 78
• 제 5 장 결론 = 82
• 제 1 절 연구의 요약 = 82
• 제 2 절 연구의 의의 및 연구결과의 시사점 = 85
• 제 3 절 연구의 한계 및 향후 연구 방향 = 88
• 참고문헌 = 91
• Abstract = 103
• 별첨 〈설문지〉 기업의 관계지향성이 기업의 관계자산과 성과에 미치는 영향에 관한 연구 = 106