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.

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.

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.

판매원의 브랜드 관계가 지각된 고객지향성에 미치는 영향: 내·외부 고객의 관점에서

유재원 대한경영학회 2019 大韓經營學會誌 Vol.32 No.6

Internal branding represents an important managerial tool in directing the frontline employees for desired organizational performance. However, the majority of prior research on internal branding is based on consumer-brand relationship theory and has focused on effects of human resource practices without explicitly considering employee’s psychological intervening process and customer responses. Based on the job demand and resource theory the authors theorized interactive effect of employee brand relationship and internal service quality on employee’s work engagement and subsequently affect customer orientation. To examine the chain effect of employee’s behavioral change on customer’s response, this study has empirically connected the employee’s customer orientation and customer perceived customer orientation. Furthermore, as a context-specific factor, customer product involvement may enhance the importance of employee’s customer orientation in customer’s evaluation. To test research hypotheses of this study, I surveyed customer contact employees and customers at five department stores in the Seoul metropolitan area. Direct face-to-face interviews were suggested on sales employees and customers based on judgment sampling method. Specially, the survey was conducted on the sales employees working at the store to measure the employees-brand relationship, internal service quality, job engagement, and customer-oriented behavior, and the interviewers asked the customers who interacted with employees responded to the measure product involvement and perceived customer orientation on the spot. Empirical results using a sample of retail salespeople find that (1) employee brand relationship and internal service quality have positive interactive effects on work engagement, (2) work engagement has a positive effect on employee’s customer orientation, and (3) employee’s customer orientation and customer product involvement have a positive interactive effect on customer’s perceived customer orientation. These results indicate that internal branding researchers can benefit from considering the complex interactive effects of internal brand management as well as service focused organizational climate, which provide a more refined understanding of this important managerial tool. Based on this, this study confirmed sales employees’ role of "boundary spanner" which connected the company and customers of the sales staff. Furthermore brand experience of the customers was created through the interaction with sales employees, The company should provide opportunities for the salesperson to internalize own brand before delivering the ideal brand image to customers. Second, based on the internal marketing theory, internal service quality can be regarded as organizational resource, and it creates motivation for the work and enhances the work engagement of sales employees. Third, this study showed that sales employees’ work engagement induced customer-oriented behaviors that could convey an ideal brand image to customers. This is meaningful in that it has identified the effect of the service value chain in the a process of the relationship among the brand, employee and customers. Finally, this study confirms the direct link between employees customer-oriented behavior and actual consumers' perceived customer orientation using dyadic data. 내부 브랜딩이란 기업이 조직의 성과를 달성하기 위해 내부 접점직원을 어떻게 관리할 것인가를 반영하는중요한 전략적 도구로 주목받고 있는 연구 분야 중 하나이다. 하지만 이전의 내부브랜딩에 대한 대부분의연구들이 고객-브랜드 관계이론 (consumer-brand relationship theory)을 이론적 근거로 제시되었으며, 조직내 인적자원관리시스템이 내부브랜딩에 어떤 영향을 미치는가를 중점으로 진행되어 왔다. 하지만 내부브랜딩이 종업원의 심리적 반응 및 고객의 반응에 어떻게 영향을 미치는 가에 대한 연구는 부족한 실정이었다. 따라서본 연구에서는 직무요구-자원이론(Job demand and resource theory)을 바탕으로 판매원이 인식하는 자신과브랜드와 관계 (brand relationship) 및 지각된 내부서비스 품질 (internal service quality)을 직무자원으로제시하고, 이를 통해 판매원의 직무열의(work engagement)와 판매원의 고객지향적 행동에 어떠한 영향을미치는 가를 실증적으로 검증하고자 한다. 또 판매원의 행동의 변화가 고객의 반응에 미치는 서비스 가치사슬효과(service value chain effect)를 검증하기 위하여 판매원의 고객지향적 행동과 고객의 지각된 고객지향성간의관계를 조사하였다. 뿐만 아니라 특정한 상황요인으로 고객의 제품관여도(product involvement)를 제시하여판매원의 고객지향성 행동과 고객의 지각된 고객지향성의 관계를 조절하는 조절변수로 제시하여 검증하였다. 본 연구를 수행하기 위해 수도권에 소재한 백화점의 5개 지점을 대상으로 입점한 매장들의 고객접점 직원들과 이용 고객들을 대상으로 설문조사를 실시하였으며 판매 직원과 고객을 대상으로 판단표본추출방법을 이용한 직접 대면조사를 실시하였다. 특히 판매원들의 직원-브랜드의 관계, 내부 서비스 품질, 직무열의 및 고객지향적 행동을 측정하기 위하여 점포에 근무중인 판매직원들 대상으로 설문을 진행하였으며, 고객의 제품 관여도와 지각된 고객지향성을 측정하기 위하여 접점 직원과 상호작용을 경험한 고객들을 대상으로 설문조사를진행하는 것이 적절하다고 판단하여 면접자들이 직접 현장에서 매장방문 고객들을 대상으로 설문조사에 협조를 요청한 후 이에 응답한 고객들을 대상으로 설문조사를 실시하였다. 이를 바탕으로 얻어진 유효한 188개의자료를 판매 직원으로부터 얻었으며, 376개의 응답을 고객으로부터 확보하였다. 이를 바탕으로 분석한 결과 1) 종업원의 브랜드 관계 및 내부서비스 품질간의 긍정적 상호작용이 직무열의에미치는 효과를 파악하고, 2) 직무열의가 판매원의 고객지향적 행동에 미치는 영향을 검증하였으며, 3) 판매원의고객지향적 행동과 고객의 지각된 고객지향성간의 관계 및 이 관계를 조절하는 고객의 제품관여도의 조절효과를 실증적으로 검증하였다. 이를 바탕으로 판매 직원들의 기업과 고객을 연결시켜주는 경계확장자(boundary spanner)의 역할을 수행한다는 점을 확인하였으며, 판매 직원들을 통해 고객들의 브랜드에 대한 경험이 형성되기 때문에 먼저 판매직원들은 이상적인 브랜드 이미지를 고객들에게 전달하기 이전에 스스로가 내재화를 시켜야 한다는 필요성을 확인할 수 있었다.