[논문]수진기업의 컨설팅 참여도가 컨설팅 재구매 의도에 미치는 영향에 관한 연구

이양우; 김정렬; 김상봉

doi:10.14400/jdc.2019.17.1.111

수진기업의 컨설팅 참여도가 컨설팅 재구매 의도에 미치는 영향에 관한 연구
A Study on The Influnene of Consulting Paticipation of The Consulted Firm on Consulting Repurchase Intention 원문보기

디지털융복합연구 = Journal of digital convergence, v.17 no.1, 2019년, pp.111 - 122

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

초록
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본 연구는 기업의 컨설팅으로 컨설팅 착수되더라도 중소기업의 인력운영상 컨설팅을 위한 전담인력을 별도로 배치할 정도로 인력운영이 어려운 기업의 현실에 따라 컨설팅수행에 대한 집중도가 낮을 수밖에 없는 환경으로 인하여 컨설팅 수진기업의 참여도와 컨설팅이해도에 따라 컨설팅성과가 달라진다. 컨설팅사는 재구매라는 영업전략을 염두에 두고 진행하는 경우가 많은 점에 착안하여 여러 선행 연구논문을 살펴보았으나, 대부분이 공급자 측면에서 컨설팅 성과에 대한 연구가 다루어있어서, 수요자 측면의 연구로 컨설팅을 수진한 기업이 어떠한 경우 또는 상황에서 컨설팅에 대한 참여도가 높아지고, 결과적으로 컨설팅 재 구매 의도에 영향을 미치는지에 대하여 살펴보고자 하였으며, 수진기업의 컨설팅에 대한 이해도가 조절력을 보여 차별화된 컨설팅 재 구매 의도를 보이는지에 대해 알아보고자, 탐색적 요인분석을 통해 변수들의 타당도 분석을 통해 측정값의 신뢰도, 확인적 요인분석(CFA)을 통한 측정모형의 적합도를 확보하였고, 동일방법 편의를 통해 독립변수가 종속변수에 미치는 영향정도를 확인한 결과 일관성을 확보, 유의성검정 결과 수진기업의 참여도가 컨설팅 재구매 의도에 미치는 영향에 있어서 컨설팅 이해도가 조절하는 것으로 나타났다. 연구결과 컨설턴트가 컨설팅 재 구매 의도를 높이기 위해서 컨설팅 수진기업의 참여도와 컨설팅이해도를 높이는 노력이 필요함 실증적으로 보여주고 있기 때문에 컨설팅사가 컨설팅을 수행할 때 컨설팅 수진기업의 인력을 어떤 역할과 과정에 참여하게 하느냐에 따라 컨설팅수진기업의 재구매 의도에 영향을 미치기 때문에 기업의 참여도와 컨설팅 이해도 부문에 대하여 매우 유의해야함을 시사한다.

Abstract ▼ AI-Helper

This study suggests that even if the consulting is started by the consulting of the company, it is difficult for the consulting firm to operate the consulting firm Consulting performance differs depending on the degree of understanding of consulting. Although consulting firms have been studying various prior research papers in view of the fact that there are many cases where they proceed with the sales strategy of repurchasing in mind, most of them deal with research on consulting performance on the supplier side, The purpose of this study is to investigate whether a company has a high level of participation in consulting in the event of a situation or situation and consequently influences the intention to purchase consulting. In order to find out whether they are visible, the reliability of the measured values and the fit of the measurement model by CFA were obtained through the exploratory factor analysis. The results were as follows: The results of this study are as follows. As a result of the study, it is necessary for the consultant to improve the participation of the consulting company and the understanding of the consulting in order to increase the intention of the consulting repurchase intention. Since the consultant shows the result in an empirical way, the consulting company participates in the role and process The results of this study are as follows. First, it is suggested that firms should be very careful about the participation and consulting understanding because they affect the repurchase intention of consulting firms.

주제어

표/그림 (9)

그림 Fig. 1. Structural equation model
그림 Fig. 2. Structural Equation Model
표 Table 1. Descriptive Statistics Tool
표 Table 2. Correlation Coefficient of the Model, AVE&CR
표 Table 3. Validity of Research Model
그림 Fig. 3. Common Method Bias Model
표 Table 4. Common Method Variance Analysis
표 Table 5. Research Design Hypothesis Examination
표 Table 6. Regulation Effect Examination Results

AI 본문요약
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문제 정의

The previous studies about consulting focused on consulting understanding of the CEO, ability of chief executive officer, and quality of consulting service as independent variables to measure intention to repurchase. In this study, the focus is on the effects of consulting participation of the client business on the intention to purchase.
The purpose of the study was to determine if consulting participation affects the intention to repurchase consultation service. Effects of participation of the clients on repurchase intention has been a subject matter for many fields.

가설 설정

Hypothesis H1, "Constant interest and support from the management will affect the intention to repurchase consulting services" was adopted.
Hypothesis H1: constant interest and support from the management will affect the intention to repurchase consulting services.
Hypothesis H2: formation of dedicated organizations will affect the intention to repurchase consulting services.
Hypothesis H3: understanding of the output will affect the intention to repurchase consulting services.
Hypothesis H4, "Cooperation and support from the members of the organization will affect the intention to repurchase consulting services"was adopted as well.
Hypothesis H4: cooperation and support from the members of the organization will affect the intention to repurchase consulting services.
Hypothesis H5, "the executive officer’s intents will affect the intention to repurchase consulting services" was adopted as well.
Hypothesis H5: the executive officer’s intents will affect the intention to repurchase consulting services.
Hypothesis H6: the consulting understanding will regulate the participation of the clients’ effects on intention to repurchase.

제안 방법

First, this research is to determine the effects of consulting participation on intention of repurchase. Second, identify the regulative effects of consulting understanding on intention of repurchase.
In this study, SEM was constructed for the effects of consulting participation on intention to repurchase and straightened out the criteria for evaluating analysis steps and model fitness. Using consulting understanding of an empirically analyzed consultee small business as a moderating variable, analyzed SEM and tried to find the most fitting model for 216 companies to find the regulating effects on intentions to repurchase.
In this study, consulting understanding is redefined to examine the regulating effects of consulting understanding of client business on consulting participation’s effects on intention of repurchase.
Measuring device was constructed to examine the effects client consulting participation on repurchase of the service, and survey group was selected. A sample group was selected for statistical data for empirical analysis and data was gathered using a direct research using surveys.
Second, empirically evaluate the regulating effects of consulting understanding of the client business on consulting participation and its differentiation on intention to repurchase.
Surveys were conducted as self-inscribing survey, and all the questionnaires were constructed in level 5 Lickert scale for consistency.
To empirically examine the hypothesis, statistical analysis via surveys was conducted on businesses that sought consultation services. The empirical analysis examines the effects of client business participation on client intention to repurchase, and set up an experimental model for effects of client consulting understanding on intention to repurchase. The hypothesis will be tested using structural equation.
The empirical analysis examines the effects of client business participation on client intention to repurchase, and set up an experimental model for effects of client consulting understanding on intention to repurchase. The hypothesis will be tested using structural equation.
Survey construction used five-level Likert scale for every variable excluding vital statistics and consulting experience. The method used was using a survey including independent, dependent, regulating variables and vital statistical questionnaires based on pre-study research to analyze the model. The questionnaires included four questions about client participation (constant interest and support from the management, organization of dedicated groups, understanding of the output), one question on client understanding (yes/no), and eight questions about vital statistics (gender, hiring organization, education level, number of employees, business classification, listing status, company size, and consulting experience).
To re-iterate, the importance of planning phase must not be overlooked. The study has limitations due to the sample size of consulting of only small businesses, the results cannot be standardized. However, the importance of the study comes from the evaluation of consulting understanding and participation based on consulting plan of a consulting company with the purpose of increasing intention of repurchase.
Classification based on the number of consulting service received should be added. Therefore, the survey must be differentiated based on the number of consulting services the clients have received.
This research uses surveysto measure the combined effects of client participation in consulting on repurchase intentions with moderating variable of consulting understanding to closely examine the effects on consumer intention of repurchase using reconstructed survey questions based on previous researches.
This study uses consulting understanding as a regulating variable to find effects on intention to repurchase depending on the types of consulting participation. Therefore, the following hypotheses were made to examine intention to repurchase based on participation types.
To fulfill the purpose of this study, hypothesis was formulated and independent, dependent, and regulating variables were set to define operability of variables. About the independent variable of client participation, S.

대상 데이터

A sample group was selected for statistical data for empirical analysis and data was gathered using a direct research using surveys. 250 random small businesses that sought consultations have been chosen, and were surveyed from 10 August 2016 to 30 August 2016. 236 surveys were returned with 20 unusable samples, leaving 216 (N=216, return rate=79%) for actual use for the study.

성능/효과

The hypothesis was adopted that the subordinate variable of consulting participation, management 's interest and support, dedicated organization, product understanding, co - operation of organizational members, and executives' willingness will have a significant impact on the dependent variable, repurchase intention.
The results of the study shows that increasing client consulting understanding and participation is an important strategic point for the business in order to increase repurchase through consulting results. Efforts to increase voluntary intentions to repurchase consulting services must be reflected on the consulting plan from the planning phase to after service and must be fulfilled in that direction.
The SEM for this study had good fitness index. The study confirmed that client consulting understanding regulates the effects of client consulting participation on intention to repurchase, and the client understanding also affected the repurchase intention.

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