BtoB 관계에서 신뢰의 내용 및 대상 차원이 관계몰입 및 시민행동에 미치는 영향

국문 초록 (Abstract)

본 연구에서는 기업간 관계에서 핵심 개념 중의 하나인 신뢰를 호의 및 역량과 같은 내용별 차원과 더불어 기업 신뢰 및 영업사원 신뢰와 같은 대상별 차원을 동시에 고려하여 이들 차원이 관계몰입 및 시민행동에 영향을 미치는 차별적 효과를 검증하였다. 수도권에 소재하고 있는 유통업체의 구매담당자를 대상으로 수집된 자료를 가지고 분석한 결과, 공급업체의 경우 역량 차원은 구매업체의 관계몰입에 유의한 영향을 미치고 있으며, 호의 차원은 유의하지 않은 것으로 나타났다. 반대로 영업사원의 경우 호의 차원은 구매업체의 관계몰입에 유의한 영향을 미치고 있지만 역량 차원은 유의하지 않은 것으로 밝혀졌다. 또한 관계몰입은 협력적 행동, 비불평성, 공익성과 같은 관계적 시민행동에 모두 유의한 영향을 미치고 있는 것으로 나타났다. 끝으로 이러한 결과의 이론적 및 실무적 시사점이 논의되고 연구의 한계점과 미래의 연구방향이 제시되었다.

다국어 초록 (Multilingual Abstract)

The primary purpose of this research is to develop and test a model that explains the process of how multidimensional trust in a supplier firm and salesperson through relational commitment influence buyer's relational citizenship behavior. The proposed framework uses a multidimensional conceptualization for the trustworthiness construct such as benevolence and credibility and incorporates two distinct facets of consumer trust, namely, organization trust, and salesperson trust. The authors test the proposed model using data from MD in buying firms.. The tests show the differential effect of trust dimensions on relational commitment and citizenship behavior. The authors discuss the implications of the findings for trust-commitment theory and practice.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경과 연구가설
• Ⅲ. 연구방법 및 분석결과
• Ⅳ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

1 김재욱, "온라인 커뮤니티 마케팅 활동과 친커뮤니티 행동간의 관계에 있어서 몰입의 매개역할" 한국마케팅학회 17 (17): 77-98, 2002

2 윤만희, "서비스종업원 조직시민행위의 사회교환론적 선행변수와 서비스품질에 관한 연구 종업원분석수준" 29 : 723-747, 2000

3 배일현, "산업재영업에 있어서 조직공정성, 조직시민행동 및 영업성과의 관계" 한국경영학회 32 (32): 1-21, 2003

4 이용기, "고객접점 종업원의 친사회적 행위에 대한 고객지각이 종업원 서비스품질 평가, 고객만족과 고객의 자발적 행위에 미치는 영향" 16 : 105-124, 2001

5 Philip M, "’Journal of Marketing Research" 351-363, 1994

6 Dwyer, "’Journal of Marketing" 11-27, 1987

7 Smith, "’Journal of Applied Psychology" 653-663, 1983

8 A, "’Academy of Management Journal" ko (ko): 656-669, 1994

9 Lewis, "‘Trust as a Social Reality" 967-85, 1985

10 Richard, "‘Transformational Leader Behaviors and Their Effects on Followers' Trust in Leader" 107-142, 1990

11 Anderson, "‘The Use of Pledges to Build and Sustain Commitment in Distribution Channel ’Journal of Marketing Research" 199218-34

12 Staw, "‘The Motivational Basis of Organizational Citizenship Behavior ’ In Barry Research in Organizational Behavior" JAI Press 43-72, 1990

13 Judy A, "‘The Influence of The Market Orientation of The Firm on Sales Force Behavior and Attitudes ’Journal of Marketing Research" 106-116, 1994

14 "‘The Impact of Organizational Citizenship Behavior on Evaluations of Sales Performance ’Journal of Marketing" 70-80, 1993

15 Schlenker, "‘The Effects of Personality and Situational Variables of Behavioral Trust ’Journal of Personality and Social Psychology" 419-27, 1973

16 Rousseau, "‘The Contracts of Individuals and Organizations in B Research in Organizational Behavior" JAI Press 1-43, 1993

17 Morgan, "‘The Commitment-Trust Theory of Relationship Marketing ’Journal of Marketing" 20-38, 1994

18 Gerald Zaltman, "‘Relationships Between Providers and Users of Market Research The Dynamic of Trust Within and Between Organizations ’Journal of Marketing Research" 314-328, 1992

19 Sheth, Jagdish N., "‘Relationship Marketing in Consumer Markets : Antecedents and Consequences," 23 : 255-271, 1995

20 Jonathan K, "‘Purchasing Behavior in Embedded Markets ’Journal of Consumer Research" 1-12, 1990

21 Scott B, "‘Organizational Citizenship Behavior and Objective Productivity as Determinants of Managerial Evaluations of Salespersons' Performance" 123-150, 1991

22 Brown, "‘Management Customers as Human Resource in Service Organizations" 371-384, 1986

23 Schurr, "‘Influences on Exchange Processes Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness ’Journal of Consumer Research" 939-53, 1985

24 Moorman, "‘Factors Affecting Trust in Market Research Relationships" 81-101, 1993

25 Heide, "‘Do Norms Matter in Marketing Relationships?’Journal of Marketing" 32-44, 1992

26 Scholl, "‘Differentiating Organizational Commitment for Expectancy as a Motivating Force ’Academy of Management Review" 589-599, 1981

27 _ Scott W, "‘Customer Participation in Service Production and Delivery ’Journal of Retailing" 315-335, 1990

28 Wiener, "‘Commitment in Organizations ’Academy of Management Review" 418-28, 1982

29 "‘Cognitive Versus Affective Determinants of Organizational Citizenship Behavior ’Journal of Applied Psychology" and ko (and ko): 157-164, 1989

30 Wilson, "‘Bonding and Commitment in Buyer-Seller Relationships" 44-58, 1986

31 Anderson, "‘An Approach for Confirmatory Measurement and Structural Equation Modeling of Organizational Properties" 535-41, 1987

32 Anderson, "‘A Model of Distributor Firm and Manufacturer Firm Working Partnerships ’Journal of Marketing" 42-58, 1990

33 Singh,Jagdip, "Understanding the Structure of Consumers' Satisfaction Evaluations of Service Delivery" 19 (19): 223-244, 1991

34 Fukuyama, F, "Trust: The Social Virtues and the Creation of Prosperity" Free Press 1995

35 Dasgupta, "Trust as a Commodity" Basil Blackwell Inc 1988

36 Luhmann,N, "Trust and Power" Wiley 1979

37 Bateman, "The Relationship Between Affect and Employee Citizenship ’Academy of Management Journal" 587-95, 1983

38 Barber, "The Logic and Limits of Trust" Rutgers University Press 1983

39 Smith. J. Brock, "The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships" 6 : 3-21, 1997January

40 O'Reilly, "The Effects of Compliance Internalization on Prosocial Behaviors ’Journal of Applied Psychology" 492-99, 1986

41 MacKenzie, Scott B, "Some Possible Antecedents and Consequences of In-role and Extra-role Salesperson Performance" 6 : 87-98, 1998July

42 Crosby, "Relationship Quality in Services Selling Journal of Marketing" 68-81, 1990

43 Jap, Sandy D, "Pie-Expansion Efforts: Collaboration Processes in Buyer-Supplier Relationships" 36 : 461-475, 1999November

44 Podsakoff, Philip M, "Organizational Citizenship Behaviors: A Critical Review of the Theoretical and Empirical Literature and Suggestions for Future Research" 26 : 513-563, 2000

45 Michael Ahearne, "Organizational Citizenship Behavior and The Quality of Work Group Performance" 82 : 262-270, 1997

46 Law,K, "Multidimensional Constructs in Structural Equation Analysis:An Illustration Using the Job Perception and Job Satisfaction Constructs" 25 (25): 143-160, 1999

47 Johnson-George,C, "Measurement of Specific Interpersonal Trust:Construction and Validation of a Scale to Assess Trust in a Specific Other" 43 (43): 1306-1317, 1982

48 Bendapudi, Neeli, "Managing Business-to-Business Customer Relationships Following Key Contact Employee Turnover in a Vendor Firm" 66 : 83-101, 2002April

49 Graham, "Loyola University of Chicago" 1989

50 Clark,M, "Interpersonal Attraction in Exchange and Communal Relationships" 37 (37): 12-24, 1979

51 Blau, "Exchange and power in social life ’Academy of Management Review" 710-725, 19641986

52 Lawrence A, "Effects of Relationship Marketing on Satisfaction and Prices in the Life Insurance Industry Journal of Marketing Research" 404-411, 1987

53 Zaheer, A. B. McEvily, "Does trust matter? Exploring the effects of inter-organizational and inter-personal trust on performance" 9 : 141-159, 1996

54 Gulati, R, "Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances" 38 : 85-112, 1995

55 Ron Hess, "Dimensions and Levels of Trust:Implications for Commitment to a Relationship" 8 (8): 439-448, 1997

56 Ganesan,Shankar, "Determinants of Long-Term Orientation in Buyer-Seller Relationships" 58 (58): 1-19, 1994

57 Bettencourt, Lance A, "Customer Voluntary Performance: Customer as Partners in Service Delivery" 73 : 383-406, 1997

58 Bettencourt. Lance A, "Contact Employee: Relationships among Workplace Fairness, Job Satisfaction and Pro-social Service Behaviors" 73 : 39-61, 1997

59 Sirdeshmukh, Deepak, "Consumer Trust, Value, and Loyalty in Relational Exchange" 15-37, 2002January

60 Wathne, Kenneth H, "Choice of Supplier in Embedded Markets : Relationship and Marketing Program Effects" 65 : 54-66, 2001April

61 Mayer,Roger C, "An Integrative Model of Organizational Trust" 20 (20): 709-734, 1995

62 Doney, atricia M, "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 : 35-51, 1997April

63 Van Dyne, "Academy of Management Journal" 765-802, 1994

64 Rotter,Julian, "A New Scale for the Measurement of Interpersonal Trust" 35 (35): 651-665, 1967