유통경로 구성원 간의 사회적 책임 수준 차이가 갈등과 관계 품질에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

This study has two purposes. The first purpose is to see how the corporate social responsibility level difference between marketing channel members helps managing the conflict between the two companies. By confirming how helpful corporate social responsibility factors are in reducing and resolving conflicts that incur costs in business-to-business transactions, we would like to confirm the necessity of corporate social responsibility activities. Unlike previous studies that have only measured the social responsibility activities of counterpart, this study evaluates the differences in social responsibility activities between the company and the businesses partners and tries to see how the differences in social responsibility activities between companies help conflict management. The second is to confirm once again the effect of the conflict between companies, which has been identified in several previous studies, on the relationship variables such as trust and commitment. To achieve the purpose of this study, a survey was conducted on the CSR difference, the degree of conflict, trust and commitment between the company and the business partners. As a result of the analysis, it was found that the degree of conflict was lower as the company thought that the business partners were better at social responsibility than the company. In addition, it was confirmed that the lower the degree of conflict, the higher the trust in the other company, but it did not affect the commitment to the business relationship. These findings show that it is necessary to actively demand social responsibility activities not only from the company but also from the other company in order to utilize social responsibility activities for conflict management. Through this process, it was confirmed that the lower the degree of conflict, the higher the trust in B2B relation.

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참고문헌 (Reference)

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