협상전략과 협상성과와의 관계에서 신뢰도, 커뮤니케이션, 협상태도의 조절효과에 관한 연구 = The Moderating Effects of Trust, Communication and Negotiation Attitude on Relationships between Negotiation Strategies and Satisfaction with Negotiation

다국어 초록 (Multilingual Abstract)

The importance of negotiation cannot be overemphasized to improve the essential corporate performance in the era of uncertain business environment. The business negotiation can be the key competitive factor for the corporate's continuous growth, and thus effective negotiation strategy is becoming more and more important for managers and leaders. So, this study discusses the relationship between negotiation strategy types and satisfaction with negotiation and whether trust, communication and negotiation attitude can function as moderators between negotiation strategy types and satisfaction with negotiation.
First, results showed that only the problem solving strategy of four strategy types has an effect on the satisfaction with negotiation. This result, which is in accordance with the previous studies, implies that the problem solving strategy which provides the target and the priority the negotiators want to achieve in order to solve problems by satisfying both sides has a positive effect on the satisfaction with negotiation. On the other hand, it turns out that the compromise strategy, compliance strategy and aggressive strategy don't have any significant influence on the negotiation satisfaction. Accordingly, negotiators need to adopt the problem solving strategy which can pursue their mutual benefits in addition to the attitudes of understanding counterparts by having conversation since the choice of negotiation strategies could cause severe economic and social chaos.
Secondly, results also showed that trust and negotiation attitude play as moderators between aggressive strategy and compliance strategy and satisfaction with negotiation while communication plays as a moderator between compliance strategy and negotiation satisfaction. On the contrary, three moderating variables don't have any impact on the relationship between either problem solving strategy or compromise strategy and negotiation satisfaction. Particularly, it is found that three moderating variables don't have any effect on the relationship between problem solving strategy and negotiation satisfaction because problem solving strategy pursues a firm negotiation value with the objective of having intimate relationship with counterparts in the choice of realistic negotiation strategies. Therefore, negotiators need to have firm trust, proactive communication and negotiation attitude in order to maximize satisfaction with negotiation and more broadly negotiation performance and then, it could result in the change of perception about the negotiation and the pursuit of their mutual benefits.

국문 초록 (Abstract)

기업의 지속적인 성장을 위해서는 비즈니스 협상전략이 기업 경영의 핵심적인 경쟁요소가 되고 있다. 특히, 효과적인 협상전략은 경영자, 리더, 관리자에게 그 중요성이 더해지고 있다. 따라서 본 연구는 기업의 협상전략이 협상성과에 미치는 영향을 살펴보고 이러한 협상전략과 협상성과간의 관계에서 신뢰도, 커뮤니케이션 및 협상태도가 조절변수로서 기능하는지를 분석하였다.
분석결과, 첫째, 협상자의 협상전략 유형은 협상성과에 영향을 미칠 것이라는 가설을 검증한 결과, 문제해결전략만이 협상성과에 영향을 미치는 것으로 나타났다. 둘째, 조절효과 검증 결과, 신뢰도와 협상태도는 순응전략과 협상성과 간의 관계 그리고 공격전략과 협상성과 간의 관계를 조절하는 반면, 문제해결전략과 협상성과간의 관계 그리고 타협전략과 협상성과간의 관계는 조절하지 못하는 것으로 나타났다. 한편, 커뮤니케이션은 순응전략과 협상성과간의 관계를 조절하는 것으로 나타났으나, 문제해결전략, 타협전략 및 공격전략과 협상성과간의 관계는 조절하지 못하는 것으로 나타났다.

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