신뢰의 내용, 대상 그리고 관계몰입 간의 관계 = The Effect of Dimension of Trust on Relational Commitment in Supplier-Buyer Relationships

국문 초록 (Abstract)

본 연구는 신뢰의 차원을 신용과 호의로 구분하고, 신뢰의 대상을 공급기업에 대한 신뢰와 공급기업 판매원에 대한 신뢰로 나눈 후, 이들 간의 관계를 살펴보았다. 산업의 특성상 공급기업에 대한 신뢰뿐만 아니라 판매원에 대한 신뢰가 거래관계에 공히 중요한 역할을 할 수 있는 의료기구 산업에서 주요 구매자인 병원을 대상으로 98부의 자료를 수집하여 제시한 연구모형을 분석하였다. 분석결과, 공급기업에 대한 신뢰는 공급기업의 신용에 의해서만 영향을 받고 있는 것으로 나타났으며, 판매원에 대한 신뢰는 판매원의 신용 및 호의 모두에 의해 영향을 받는 것으로 밝혀졌다. 그리고 공급기업에 대한 신뢰는 판매원에 대한 신뢰에 영향을 미치지 못하고 있는 것으로 나타났으며, 판매원에 대한 신뢰는 공급기업에 대한 신뢰에 영향을 미치는 것으로 나타났다. 아울러 공급기업에 대한 신뢰와 판매원에 대한 신뢰 모두는 관계몰입에 정의 영향을 미치는 것으로 나타났다. 마지막으로 이러한 결과의 이론적 및 실무적 시사점을 논의하였고, 연구의 한계점과 더불어 미래 연구방향을 제시하였다.

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