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NTIS 바로가기유통과학연구 = Journal of distribution science, v.17 no.4, 2019년, pp.59 - 68
손미경 (Dept. of Business Administration, Keimyung University) , 이형탁 (Dept. of Business Administration, Keimyung University)
Purpose - The purpose of this study is to examine the differential mediating effects of three dimensions of buyer trust in the influence of supplier characteristics on the relationship performance. In this study, transaction characteristics were classified into competences and assets. The corporate ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
기업평판이란 무엇인가? | 기업평판(corporate reputation)이란 특정한 기업이 다양한 이해관계자들의 기대를 성공적으로 충족시킴으로써 얻어지는 칭송이며(Fombrun & Shanley, 1990), 시간을 두고 조직이 반복적으로 수행한 활동에 근거하여 조직 전체의 특성에 대하여 내린 평가로(Bennett & Kottasz, 2000), 단시간에 인식시키거나 변화시키기는 어렵다(Fombrun & Riel, 1997)는 특징을 지닌다. 심지어 상대적으로 높은 가격이더라도 평판이 좋은 기업이 선택되기 때문에(Greyser, 1999), 기업평판은 경쟁기업과 차별적인 요소로써 기업의 중요한 마케팅 수단이자 중요한 무형자산으로 평가받고 있다(Rao, 1994). | |
신뢰의 개념을 다차원적으로 분류하는 이유는 어떠한 요인 때문인가? | 신뢰가 다차원적인 속성을 포함하는 구성개념임에도 불구 하고 기존 연구에서는 신뢰를 단일차원의 구성개념으로 간주하고 있다(Gefen & Straub, 2004). 신뢰를 단일차원의 구성개념을 가진 것으로 간주할 경우 신뢰의 개념이 지나치게 단순화 되어(Tan & Sutherland, 2004; Usman, 2015; Kim, 2017; Yang & Shim, 2018; Yoo, Kim, & Kwon, 2018) 그 자체가 매우 막연한 의미를 지니기 때문에 신뢰 형성에 미치는 요인과 결과에 대해 연구자들은 다양한 의견을 제시하고 있다(McKnight & Chervany, 2001). 이러한 요인으로 인하여 많은 연구자들은 신뢰의 개념을 다차원적으로 분류하여 설명하고 있다(Mayer, Daivis, & Schoorman, 1995; Gefen, 2002; Colquitt, Scott, & Lepine, 2007; Park, Lee, & Kim, 2014). | |
고객 유대역량이 기업의 중요한 역량이 되는 이유는? | Day(1994)는 고객 유대역량을 기업이 고객이 필요로 하는 것을 상호작용을 통해 지속적으로 정보를 제공하고, 의사소통함으로써 고객 관계를 창출시키고, 유지할 수 있는 기업의 역량이라 정의하였다. 구매업자와 공급업자 사이의 강한 유대관계는 이들 간의 거래를 호혜적으로 이루어질 수 있도록 하고, 다른 이해관계를 지닌 거래 기업들간의 협력을 가능하게 만들어 시너지를 극대화한다(Schreiner, Kale, & Corsten, 2009)는 점에서 고객 유대역량은 기업의 중요한 역량이 된다. |
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