[논문]컨설팅사 브랜드인지도가 미치는 효과에 관한 연구

최용국; 김정렬; 김상봉

doi:10.15207/jkcs.2018.9.4.241

컨설팅사 브랜드인지도가 미치는 효과에 관한 연구
A Study on the Effect of Branding of Consulting Company 원문보기

한국융합학회논문지 = Journal of the Korea Convergence Society, v.9 no.4, 2018년, pp.241 - 249

최용국 (한성대학교 스마트융합컨설팅학과) , 김정렬 (한성대학교 경제학과) , 김상봉 (한성대학교 경제학과)

초록
AI-Helper

본 연구는 컨설팅이 수행된 기업을 대상으로 컨설팅사 전문성이 컨설팅 만족도에 미치는 영향에 대하여 연구해보고자 하였으며, 컨설팅사의 브랜드 인지도가 컨설팅 만족도에 조절력을 보여 차별화된 컨설팅 만족도를 달성하는 것에 대해 알아보고자 하였다. 연구를 요약하면 컨설팅을 수행하며 해당 분야에 대한 전문성을 가진 컨설팅사는 컨설팅 만족도에 긍정적인 영향을 미치며 브랜드 인지도가 높을수록 컨설팅 만족도에 영향을 미치는 것으로 나타났다. 브랜드 인지도가 높을수록 신뢰도가 형성되어 컨설팅 만족도에 긍정적인 영향을 미친다는 것을 확인하였고, 컨설턴트를 포함한 컨설팅사는 수행하려고 하는 분야에 대한 전문적인 역량을 향상시켜야 함을 시사하고 있다.

Abstract ▼ AI-Helper

The purpose of this study is to investigate the effect of consulting firm's professional consulting satisfaction on consulting satisfaction. The purpose of this study is to investigate the effect of consulting firm's brand awareness on consulting satisfaction. The results of this study suggest that consulting firms that have expertise in the field have a positive effect on the satisfaction of consulting and that the higher the brand awareness, the higher the consulting satisfaction. The better the brand awareness, the higher the reliability and the positive impact on the satisfaction of consulting, and the consulting firm including consultant suggests to improve the professional competence in the field.

주제어

AI 본문요약
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문제 정의

However, in this study, The purpose of this study is to examine the correlation between consulting firm's professionalism and consulting satisfaction by setting the control variable as to what kind of control the brand awareness of consulting company is.
In this study, we surveyed the preference of service recipient about the attributes and attributes level of consulting firm’s expertise and the effect on the satisfaction of consulting service.
The purpose of this study is to analyze the effect of consulting firm's professionalism on consulting satisfaction.
The purpose of this study is to examine whether consulting firm’s professionalism affects consulting satisfaction and to test whether brand awareness has impact on consulting firm’s satisfaction on consulting satisfaction by statistical method.
The purpose of this study is to investigate the effect of consulting firm's expertise on consulting satisfaction and the role of brand awareness as an empirical study.

가설 설정

If the consulting work does not result in success, the enterprise may become bankrupt. In this study, we investigate what part of the firm chooses a consulting company, whether the final result achieved the expected satisfaction, whether the consulting firm was considering brand recognition, I want to know.

제안 방법

In order to achieve the goal of this study, we set the hypotheses and set the independent variable as the consulting firm’s professionalism, consulting satisfaction as dependent variable, brand awareness as the controlled variable.
In order to verify the reliability, Cronbach’α reliability analysis was performed.
In this study of the consulting firm's expertise, consulting satisfaction, brand awareness, statistical data needed for the empirical analysis was selected and collected through a questionnaire survey.
In this study, hypothesis testing was performed by confirming the path coefficients between variables that constitute the hypothesis. The results of the hypothesis testing in the final model in this study are as follows.
The purpose of this study is to investigate the effect of consulting firm's professionalism on the satisfaction of consulting satisfaction and secondly to investigate whether consulting firm brand awareness has influence on consulting satisfaction.
277 (N = 277, 89% recovery) questionnaires were used, which excludes 33 samples which were not available as double data.The questionnaire consisted of self-administered questionnaires, and all items were constructed using the Likert 5 - point scale for consistency of statistical processing. The validity of the response of the sample group to each measurement item was verified through the operational definition of the variable and the study of the previous study.
All variables except the demographic characteristics and consulting status were measured using the Likert 5 - point scale. The questionnaire consisted of the independent variables, dependent variables, control variables, and the demographic characteristics. The questionnaire consisted of the research items and questionnaires used in the survey were composed of 5 items of expertise of consulting company, brand recognition of consulting company (high and low), 8 items of demographic characteristics (sex, agency, training, number of employees, industry, Consulting services).
The questionnaire consisted of the independent variables, dependent variables, control variables, and the demographic characteristics. The questionnaire consisted of the research items and questionnaires used in the survey were composed of 5 items of expertise of consulting company, brand recognition of consulting company (high and low), 8 items of demographic characteristics (sex, agency, training, number of employees, industry, Consulting services).
We analyzed the collected data and analyzed frequency, classified according to customer’s general characteristics, and structured equation model for the effect of consulting firm’s expertise on consulting satisfaction.

대상 데이터

In this study of the consulting firm's expertise, consulting satisfaction, brand awareness, statistical data needed for the empirical analysis was selected and collected through a questionnaire survey. The questionnaire was distributed randomly to 310 companies for SMEs who had received consulting services with them from June 10, 2016 to July 10, 2016. 277 (N = 277, 89% recovery) questionnaires were used, which excludes 33 samples which were not available as double data.

이론/모형

All variables except the demographic characteristics and consulting status were measured using the Likert 5 - point scale. The questionnaire consisted of the independent variables, dependent variables, control variables, and the demographic characteristics.

성능/효과

As a result of the factor analysis, the CR value for the consultant competence was 9.986, the CR value for Solution presentation skills was 7.843, the CR value for Consultant expert knowledge was 10.005, the CR value for communication skills was 10.278, and the CR value for project leadership was 10.855 Cronbach's alpha for the consultant competence was 0.792, Cronbach's alpha for the Solution presentation skills was 0.824, Cronbach's alpha for the Consultant expert knowledge was 0.794, Cronbach's alpha for the communication skills was 0.798, project leadership Cronbach 'α was 0.786 and the reliability was high.

후속연구

This study suggests that corporate brand is recognized as an intangible asset that creates enterprise value[24] and brand awareness is a core strategy of brand management that can satisfy consumers' belief that brand management is safe[25]. The results of this study are limited to the possibility of expanding the study results because the data collected through the surveys is difficult to compare directly with previous research and research methodologies due to the limited time and place. However, this study is effective in assessing the relative importance of the consulting firm's expertise, expertise and brand awareness in meeting consulting services with structural equations and research models.

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상세보기
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상세보기
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