구매자-공급자 관계에서 신뢰형성요인에 관한 연구 = A Study on the Trust-Building Factors in the Buyer-Supplier Relationship

다국어 초록 (Multilingual Abstract)

In the rapidly changing environments, business marketing firms seek more flexible and creative means for meeting competition. Many firms meet the challenges by strategic alliances, collaborative relationships, working partnerships, or network organizations. As business marketers placed greater more emphasis on building long-term relationships, trust has assumed a central role in the development of marketing theory and practice.
The purpose of this study is to provide new insight in the role of trust in marketing and how trust can be built in the context of industrial buyer-supplier relationships. The theoretical model is tested on data collected from more than 350 buyer firms.
Several tentative hypotheses were as follows;

H₁: Butying firm trust in the supplier firm is positively related to the length of relationship and the stability of relationship.
H₂: Buying firm trust in the supplier firm is positively related to the ability of supliers
H₃: Buying firm trust in the supplier firm is positively related to the level of shared value between buyer and suppliers.
H₄: The higher level of buying firm trust in the suppliers, the higher level of relationship commitment.
H5 : Buying firm relationship commitment is positively related to the length of relationship and the stability of relationship.

As tested by the LISREL, tentative hypotheses were accepted except H₂

목차 (Table of Contents)

• Ⅰ. 서언
• Ⅱ. 이론적 배경 및 연구가설
• 1. 신뢰의 본질과 정의
• 2. 마케팅에서의 신뢰의 문제
• 3. 연구가설의 도출
• 1) 신뢰형성요인과 신뢰
• 2) 관계몰입
• Ⅲ. 연구방법 및 실증분석
• 1. 연구방법
• 2. 변수의 신뢰성 및 타당성 분석
• 3. 모형분석 및 가설검정
• Ⅳ. 결언
• 1. 핵심 시장자산으로서의 신뢰
• 2. 연구의 한계 및 향후 연구를 위한 시사점
• 참고문헌
• 부록 : 분석에 이용된 상관관계 행렬표