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NTIS 바로가기한국경영과학회지 = Journal of the Korean Operations Research and Management Science Society, v.40 no.3, 2015년, pp.97 - 117
손승표 (동국대학교 서울캠퍼스 대학원 무역학과 및 국제통상학부) , 하홍열 (동국대학교 서울캠퍼스 대학원 무역학과 및 국제통상학부)
There has been a lack of research that has addressed firm performance associated with the mechanism among dependence, conflict and cooperation in the context of B2B relationships. Building on current knowledge regarding key constructs of dependence, conflict, and cooperation, the authors examine the...
핵심어 | 질문 | 논문에서 추출한 답변 |
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기업성과에 가시적인 영향을 미치는 요인은? | 그렇다면 다양한 기업의 관계마케팅 활동중, 어떤 결정요인들이 기업성과에 가장 중요하게 고려된 부분을 파악하는 것이 1차적인 과제일 수 있을 것이다. 최근까지 선행연구들의 결과에 따르면, 대표적으로 전환비용[23, 28], 신뢰[27, 61], 몰입[58, 61], 소통[30], 만족[7, 65]등이 기업성과에 가시적인 영향을 미치는 것을 파악할 수 있다. 이들 선행요인들은 궁극적으로 양자 간의 장기적인 관계구축과 이를 통해 기업의 성장에 긍정적인 영향을 미친다는 점에서 유용한 시사점을 제공한다. | |
B2B 관계마케팅의 풍부한 연구문헌에서 불구하고, 아직 몇몇 중요한 시사점을 제공할 수 있는 선행요인과 그에 따른 기업성과의 연계성을 가지는 부분은 무엇인가? | 그러나 B2B 관계마케팅의 풍부한 연구문헌에서 불구하고, 아직 몇몇 중요한 시사점을 제공할 수 있는 선행요인과 그에 따른 기업성과의 연계성을 가지는 부분이 존재한다. 예를 들어, 최근 한국의 경영환경에 가장 큰 이슈를 던져주고 있는 것은, 기업과 하청업체 또는 대리점으로 통하는 “갑”과 “을”의 관계를 새롭게 조명하는 시도는 매우 제한적으로 이루어졌다. 특히, 이와 같은 문제의 핵심은 양자 간의 의존성(dependence)과 이에 따른 갈등(conflict) 구조로 귀결되며, 따라서 양자 간의 협력(cooperation)문제로 순환되는 구조를 지닐 수 있다. | |
기업에서 B2B 분야의 주요 목적은 무엇인가? | 기업성과를 향상시키기 위한 관계마케팅의 중요성은 B2C(Business-to-Consumer)분야 뿐만 아니라, B2B(Business-to-Business) 분야에서도 매우 중요한 역할을 담당한다. B2B 분야에서는 특히, 양자 간의 거래가 단순히 1회적인 거래보다는 장기적인 관점에서 접근하려는 인식과[35, 61, 84], 이런 관계유지를 통하여 궁극적인 기업의 성과를 향상시키는데 주요한 목적을 두고 있다[63]. |
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