관계만족이 아직 유효한가? 기업성과에 대한 관계기간의 조절효과 = Does Relational Satisfaction Still Work? The Moderating Effects of Relationship Length on Firm Performance

국문 초록 (Abstract)

관계만족의 중요성이 강조되고 있지만, 기업들은 관계만족이 실질적으로 그들의 기업성과에 긍정적인 영향을 미치는 것에 대한 의구심이 있다. 본 연구는 B2B 관계마케팅에 참여하는 기업을 대상으로 관계만족의 정도와 관계기간에 따라 어떻게 기업성과(시장효율성과 수익성)가 나타나는지에 대한 실증분석을 실시하였다. 연구결과, 관계만족에 만족한 기업은 전반적으로 시장효율성과 수익성이 그렇지 않은 기업에 비해 높게 나타났다. 특히, 관계만족이 높은 기업은 단기거래보다 장기거래에서 시장효율성 및 수익성이 높게 나타났으며, 관계만족이 낮은 기업은 4년 미만의 단기거래에서 관계만족이 높은 기업에 비하여 시장효율성과 수익성 모두 높게 나타났다. 본 연구의 결과를 기반으로 연구자들은 시사점과 향후 연구를 위한 방향성을 제시한다.

다국어 초록 (Multilingual Abstract)

Although research emphasizes the importance of relational satisfaction, firms are still concern about whether relational satisfaction positively affects their business performance. This study examines how both levels of relational satisfaction and relationship length have an important influence on firm performance(eg., market effectiveness and profitability) using B2B market participants. The findings show that, for the satisfied group, relational satisfaction has a significant influence on market effectiveness and profitability compared to the dissatisfied group. In particular, when relational satisfaction is high, firms obtain high market effectiveness and profitability if they are in the long-term relationship with their partners. On the other hand, when relationship satisfaction is low, firms obtain high market effectiveness and profitability if they are in the short-term relationship (under four year relationships) with their partners. We provides insights for researchers and directions for further studies.

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