본문 바로가기
KERD
논문KCI 등재

영업사원과의 관계구축 의도에 영향을 미치는 소비자의 내재적 특성에 관한 연구: 관계적 혜택을 매개변수로

A Study on the Consumers’ Inherent Characteristics Influencing on the Relationship Building Intention with the Salesperson: Relational Benefits as Mediating Variables

박찬욱
한국마케팅학회 (Korean Marketing Association)|2009.10|아시아마케팅저널 (Asia Marketing Journal)|제11권 제3호|pp. 31-56

0

조회

0

다운로드

18

인용

0

참고문헌

키워드

제품지식가격민감도product knowledgerelational benefitinterpersonal orientation다양성 추구성향사회적 혜택대인성향관계적 혜택확신 혜택위험감수 성향타인 신뢰 성향confidence benefitsocial benefitrisk taking tendencyvariety-seeking tendencytrust orientationprice consciousness
주제분류경영학

초록

경쟁이 심화되고 시장이 포화되면서 관계마케팅에 대한 관심은 증대하고 있다. 그런데 많은 연구들이 모든 소비자가 관계지향적인 성향을 가지고 있는 것은 아니라는 점을 지적하고 있다. 그렇지만 어떠한 성향을 가진 소비자가 관계지향적인 성향을 가지고 있는가에 대한 본격적인 연구는 이루어지지 않았다. 본 연구는 영업사원이 제공하는 관계적 혜택(확신 혜택 및 사회적 혜택)에 대한 중요성 지각을 매개 변수로 소비자의 어떠한 내재적 특성이 영업사원과의 관계구축 의도에 영향을 미치는가를 분석하고 있다. 본 연구의 가설에서 확신 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 위험감수 성향, 다양성추구 성향, 제품지식, 타인 신뢰 성향 등의 변수를 제시하였으며, 사회적 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 대인성향, 가격민감도, 타인 신뢰 성향 등의 변수를 제시하였다. 실제로 영업사원과의 거래를 통해 증권거래를 하고 있는 소비자 396명으로부터 자료를 수집하였다. 구조방정식 모델을 이용하여 분석한 결과, 소비자의 내재적 특성과 영업사원과의 관계 구축 의도의 인과관계에 있어서 관계적 혜택에 대한 중요성 지각이 매개 변수로서의 역할을 하고 있는 것으로 나타났다. 또한 소비자의 내재적 특성 가운데 다양성 추구 성향은 확신 혜택에 대한 중요성 지각에 음의 영향을 미치는 것으로 분석되었으며, 타인 신뢰 성향은 확신 혜택 및 사회적 혜택 모두의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다. 또한 가격 민감도는 가설에서 설정된 방향과는 다르게 사회적 혜택의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다.

Abstract

As the competition intensifies and the market matures, marketers are more and more concerned with the relationship marketing. Many of the previous researches have pointed out that not all of the consumers are relationship-oriented. But none of the previous research has systematically investigated this issue. * Professor, Department of Business Administration, College of Business Administration, Kyung Hee University(cwpark@khu.ac.kr) This research investigated the relationship among the three concepts: consumers' intrinsic characteristics, perceived importance of relational benefits, and relationship building intention with the salesperson. In this research the perceived importance of relational benefits is treated as mediating variable in the relationship between consumers' intrinsic characteristics and relationship building intention with the salesperson. The conceptual model in this study can be depicted as follows. From the consumers' perspective relational benefits can be defined as "the additional benefits consumers can receive in addition to core services through the long-term relationship with the service provider." And in this study two kinds of relational benefits are adopted by reviewing the previous research: confidence benefits and social benefits. Relational benefit received from the salesperson is very important to predict consumers' relationship building intention with the salesperson. The more relational benefits consumer wants from the salesperson, the more relationship building intention he/she has. From this point two hypotheses are derived as follows. Hypothesis 1: As the perceived importance of confidence benefit from the salesperson increases, the relationship building intention with the salesperson increases. Hypothesis 2: As the perceived importance of social benefit from the salesperson increases, the relationship building intention with the salesperson increases. In this study four individual characteristics(risk taking tendency, variety-seeking tendency, product knowledge, trust orientation) are hypothesized to influence the perceived importance of confidence benefits from the salesperson. And three individual characteristics(interpersonal orientation, price consciousness, trust orientation) are hypothesized to influence the perceived importance of social benefits from the salesperson. These 7 hypotheses are as follows. Hypothesis 3: As the risk taking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 4: As the variety-seeking tendency increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 5: As the product knowledge increases, the perceived importance of confidence benefits from the salesperson decreases. Hypothesis 6: As the trust orientation increases, the perceived importance of confidence benefits from the salesperson increases. Hypothesis 7: As the interpersonal orientation increases, the perceived importance of social benefits from the salesperson increases. Hypothesis 8: As the price consciousness increases, the perceived importance of social benefits from the salesperson decreases. Hypothesis 9: As the trust orientation increases, the perceived importance of social benefits from the salesperson increases. The whole model in this study can be depicted as follows: Data were collected from the 396 consumers who actually trade stocks through the salesperson and were analyzed using structural equation model. The analysis results show that consumers' perceived importance of relational benefits(confidence benefit and social benefit) play the roles of mediating variables in the causal relationship between consumers' inherent characteristics and their relationship building intention with the salesperson. As for the individual characteristics, the influences of variety-seeking tendency, trust orientation, and price consciousness are statistically significant. It was found that variety-seeking tendency has a significant negative effect on the perceived importance of confidence benefit, and that trust orientation has a significant positive effect on the perceived importance of both of confidence and social benefit. Finally it was also found that, on the contrary to the influence direction suggested in the hypothesis, price consciousness has a significant positive effect on the perceived importance of social benefit.

참고문헌 (56)

  1. 이순묵, "공변량구조분석" (1990), 성원사
  2. Bagozzi, Richard, "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
  3. Barnes,James G, "Closeness,Strength,and Satisfaction:Examining the Nature of Relationships between Providers of Financial Services and Their Retail Customers", Psychology & Marketing, 14(8), pp.765~790 (1997)
  4. Baumgartner, Hans, "Exploratory Consumer Buying Behavior: Conceptualization and Measurement", International Journal of Research in Marketing, 13, pp.121~137 (1996)
  5. Beatty, Sharon E, "Customer-Sales Associate Retail Relationships", Journal of Retailing, 72(3), pp.223~247 (1996)
  6. Bendapudi, Neeli, "Customers' Motivations for Maintaining Relationships With Service Providers", Journal of Retailing, 73(1), pp.15~37 (1997)
  7. Berne, Carmen, "The Effect of Variety-Seeking on Customer Retention in Services", Journal of Retailing and Consumer Services, 8, pp.335~345 (2001)
  8. Berry, Leonard L, "Relationship Marketing in Emerging Perspectives on Service Marketing", pp.25~28 (1983), American Marketing Association
  9. Berry,Leonard L, "Relationship Marketing of Services - Growing Interest, Emerging Perspectives", Journal of Academy of Marketing Science, 23, pp.236~245 (1995)
  10. Bitner,Mary Jo, "Building Service Relationships:It's All About Promises", Journal of Academy of Marketing Science, 23(4), pp.246~251 (1995)
  11. Black, Nancy Jo, "Modelling Consumer Choice of Distribution Channels: An Illustration from Financial Services", International Journal of Bank Marketing, 20(4), pp.161~173 (2002)
  12. Bove, Liliana L, "A Customer-Service Worker Relationship Model", International Journal of Service Industry Management, 11(5), pp.491~511 (2000)
  13. Bowen. John T, "Loyalty: A Strategic Commitment", Cornell Hotel and Restaurant Administration Quarterly, 39(1), pp.12~25 (1998)
  14. Brucks, Merrie, "The Effects of Product Class Knowledge on Information Search Behavior", Journal of Consumer Research, 12, pp.1~16 (1985)
  15. Butcher, Ken, "On the Nature of Customer-Employee Relationships", Marketing Intelligence & Planning, 20(5), pp.297~306 (2002)
  16. Cohen,Joel B, "An Interpersonal Orientation to the Study of Consumer Behavior", Journal of Marketing Research, 4, pp.270~278 (1967)
  17. Couch, Laurie L, "The Assessment of Trust Orientation", Journal of Personality Assessment, 67(2), pp.305~323 (1996)
  18. Crosby, Lawrence A, "Relationship Quality in Services Selling: An Interpersonal Influence Perspective", Journal of Marketing, 54, pp.68~81 (1990)
  19. Czepiel,John A, "Service Encounter and Service Relationships: Implications for Research", Journal of Business Research, 20(1), pp.13~21 (1990)
  20. Dwyer, F. Robert, "Developing Buyer-Seller Relationship", Journal of Marketing, 51(2), pp.11~27 (1987)
  21. Ferguson, Mary Ann, "Communicating with Risk Takers: A Public Relations Perspective", Public Relations Research Annual, 3, pp.195~224 (1991)
  22. The Importance of Interpersonal Orientation in Assessing the Human vs.Tecnology in Services, "Gabbott,Mark", Centre for Quality and Services Management, University College Dublin, ~, pp.Working Paper 96-2 (1996)
  23. Goodwin, Cathy, "Friendship over the Counter: How Social Aspects of Service Encounters Influence Consumer Service Loyalty", Advances in Services Marketing and Management, 5, pp.247~282 (1996)
  24. Goodwin, Cathy, "Social Distance within the Service Encounter: Does the Consumer Want to Be Your Friend?", Advances in Consumer Research, 16, pp.64~71 (1989)
  25. Gronroos, Christian, "An Applied Service Marketing Theory", European Journal of Marketing, 16(7), pp.30~41 (1982)
  26. Gronroos,Christian, "Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface", Journal of Business Research, 20(1), pp.3~11 (1990)
  27. Gronroos,Christian, "Relationship Marketing: the Strategy Continuum", Journal of the Academy of Marketing Science, 23(4), pp.252~254 (1995)
  28. Gummesson,Evert, "The New Marketing - Developing Long-Term Interactive Relationships", Long Range Planning, 20(4), pp.10~20 (1987)
  29. Gutek, Barbara A, "Distinguishing Between Service Relationships and Encounters", Journal of Applied Psychology, 84(2), pp.218~233 (1999)
  30. Gwinner, Kevin P, "Relational Benefits in Services Industries: The Customer's Perspective", Journal of Academy of Marketing Science, 26(2), pp.101~114 (1998)
  31. Henry,John W, "The Service Employee's Pivotal Role in Organizational Success", Journal of Services Marketing, 8(4), pp.25~35 (1994)
  32. Iacobucci, Dawn, "Commercial and Interpersonal Relationships; Using the Structure of Interpersonal Relationships to Understand Individual-to-individual, Individual-to-firm, and Firm-to- firm Relationships in Commerce", International Journal of Research in Marketing, 13, pp.53~72 (1996)
  33. Johnson, Eric J, "Product Familiarity and Learning New Information", Journal of Consumer Research, 1, pp.542~550 (1984)
  34. Kennedy, Mary Susan, "Consumers' Trust of Salesperson and Manufacturer: an Empirical Study", Journal of Business Research, 51, pp.73~86 (2001)
  35. Lewis, J. David, "Trust as a Social Reality", Social Forces, 63(4), pp.967~985 (1985)
  36. Lichtenstein, Donald R, "Correlates of Price Acceptability", Journal of Consumer Research, 15, pp.243~252 (1988)
  37. Lichtenstein, Donald R, "Price Perceptions and Consumer Shopping Behavior: A Field Study", Journal of Marketing Research, 30, pp.234~245 (1993)
  38. Palmer, Adrian, "Buyer- Seller Relationships: A Conceptual Model and Empirical Investigation", Journal of Marketing Management, 10, pp.495~512 (1994)
  39. Peterson, Robert A, "Relationship Marketing and the Consumer", Journal of Academy of Marketing Science, 23(4), pp.278~281 (1995)
  40. Price, Linda L, "Commercial Friendships: Service Provider- Client Relationships in Context", Journal of Marketing, 63, pp.38~56 (1999)
  41. Raju, P.S, "Product Familiarity and Information Processing Strategies: An Exploratory Investigation", Journal of Business Research, 8(2), pp.187~212 (1980)
  42. Reichheld,Frederick F, "Loyalty-Based Management", Harvard Business Review, pp.64~73 (1993)
  43. Reichheld, Frederick F, "The Loyalty Effect" (1996), Bain & Company, Inc.
  44. Reynolds, Kristy E, "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing", Journal of Retailing, 75(1), pp.11~32 (1999)
  45. Reynolds, Kristy E, "A Relationship Customer Typology", Journal of Retailing, 75(4), pp.509~523 (1999)
  46. Rohm, Andrew J, "A Typology of Online Shoppers based on Shopping Motivations", Journal of Business Research, 57(7), pp.748~757 (2002)
  47. Shemwell Jr, "Relational Exchange in Services: An Empirical Investigation of Ongoing Customer Serviceprovider Relationships", International Journal of Service Industry Management, 5(3), pp.57~68 (1994)
  48. Sheth, Jagdish N, "Relationship Marketing in Consumer Marketing: Antecedents and Consequences", Journal of the Academy of Marketing Science, 23(4), pp.255~271 (1995)
  49. Sinha, Indrajit, "The Effect of Consumer Price Consciousness on Private Label Purchase", International Journal of Research in Marketing, 16, pp.37~251 (1999)
  50. Silva, Fernando, "Dimensions of Interpersonal Orientation:Cross-Cultural Studies Regarding the Structure of the 'DOI Kit'", Personality and Individual Differences, 23(6), pp.973~985 (1997)
  51. Simon,Herbert A, "A Behavioral Model of Rational Choice", Quarterly Journal of Economics, 69, pp.482~488 (1955)
  52. Solomon,Michael, "The Wardrobe Consultant: Exploring the Role of a New Retailing Partner", Journal of Retailing, 63(Summer), pp.110~128 (1987)
  53. Swap, Walter C, "Measurement of Interpersonal Orientation", Journal of Personality and Social Psychology, 44(1), pp.208~219 (1983)
  54. Van Trijp, "Why Switch? Product Category-Level Explanations for True Variety-Seeking Behavior", Journal of Marketing Research, 33, pp.281~292 (1996)
  55. Worchel,Philip, "Trust and Distrust in Social Psychology and Intergroup Relations", pp.243~259 (1979), Wadsworth
  56. Zuckerman,Marvin, "Sensation Seeking: Beyond the Optimal Level of Arousal" (1979), Lawrence Erlbaum Associates

관련 논문AI추천

서비스제공자특성, 서비스 및 소비자특성이 관계혜택에 미치는 영향에 관한 연구신종칠한국소비자학회 · 소비자학연구2004 · 제15권 제3호서비스 고객유형별 추구관계 효익의 차이 분석이화인관광경영학회 · 관광경영연구2012 · 제16권 제1호주얼리 판매 서비스의 관계혜택이 구전의도 및 관계유지의도에 미치는 영향박윤주, 윤성준지식경영연구원 · 기업과혁신연구2019 · 제42권 제1호보험 영업사원의 고객지향성이 지각된 소개위험과 추천의도에 미치는 영향: 고객성향의 조절효과를 중심으로김동현, 박찬욱, 차재빈한국유통과학회 · 유통과학연구2017 · 제15권 제7호우리나라 영업사원의 관계 유형과 신뢰가 영업사원의 성과에 미치는 영향에 관한 실증 분석박정은, 최용배경영연구소 · 신산업경영저널2020 · 제38권 제2호관계마케팅 요인, 관계품질 및 관계마케팅 성과에 관한 연구 -승용차판매업을 중심으로배상중, 조봉진한국소비문화학회 · 소비문화연구2008 · 제11권 제3호

이 간행물의 다른 논문 (9건)

행위의도에 영향을 미치는 확장된 서비스 규범개념과 조절변수에 대한 고찰이상현, 이상준pp. 1-29은행서비스 산업에서 교차구매 의도의 영향요인에 관한 연구김지혜, 김상현pp. 57-89국내 가구기반 통신서비스의 고객접점에 관한 연구: PLC단계별 접점경험과 서비스품질의 상대적 영향임효열, 손민희, 한계숙pp. 91-124영업사원의 직무성과, 직무스트레스와 이직의도 간의 인과관계에 대한 실증적 연구 - 직무교육과 전환손실의 조절역할을 중심으로 -문충태, 안광호pp. 125-149기아자동차 SOUL의 혁신적인 제품전략 - 소비자의 soul을 움직이다 -이종호, 전기흥, 이두희pp. 151-165
원문 보기