본문 바로가기
KERD
논문KCI 등재

수출업자와 수입업자간 거래관계에서의 추천행동에 관한 연구: 거래기간의 조절효과를 중심으로

Factors Affecting Referral Behavior between Exporters and Importers: The Moderating Role of Relationship Duration

이완수|이동진|이병휘
한국국제경영학회 (Korean Academy of International Business)|2005.06|국제경영연구 (International Business Journal)|제16권 제2호|pp. 27-61

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

Relationship Duration거래기간추천행위정서적 결속계산적 결속Referral BehaviorAffective and Calculative Commitment
주제분류경영학

초록

이 논문은 수출업자에 대한 수입업자의 추천행동(referral behavior)과 관련된 모델을 검증하기 위한 연구이다. 본 연구에서는 수입업자의 추천행동은 수출업자에 대한 정서적 결속(affective commitment) 및 계산적 결속(calculative commitment)에 영향을 받으며, 그 영향의 정도는 거래기간에 따라 다를 것으로 가정한다. 추천행동에 영향을 미치는 정서적 결속은 사회적 만족(social satisfaction)에 의해 영향을 받고, 사회적 만족은 지각된 유사성(perceived similarity)과 집단주의 성향(allocentrism)에 의해 영향을 받는 것으로 판단된다. 반면 수입업자의 계산적 결속은 경제적 만족(economic satisfaction)에 의해 영향을 받으며, 경제적 만족은 기회주의(opportunism)와 관계성과(relationship performance)에 의해 영향을 받을 것으로 예측한다. 이들 관계에 대한 연구 모델의 검증은 수입업자에 대한 조사에 근거하고 있다. 연구결과 결속은 추천행동에 긍정적인 영향을 미치는 것으로 파악되었으며, 결속에 따른 추천행동의 영향력은 거래기간에 따라 차이가 있음이 규명되었다. 거래관계가 장기화될수록 계산적 결속이 추천행동에 큰 영향력을 보이는 것으로 나타났다. 연구결과에 따른 이론적 그리고 관리적 시사점이 논의되었다.

Abstract

This paper reports on a study testing a model on the referral behavior between exporters and importers. The model posits that an importer’s referral behavior is influenced by the importer’s affective commitment and calculative commitment, moderated by relationship duration. Affective commitment of an importer toward an exporter is predicted by social satisfaction, which in turn may be predicted by perceived similarity and allocentrism. In contrast, calculative commitment of an importer is hypothesized to be predicted by economic satisfaction, which in turn may be influenced by opportunism and relationship performance. A survey of importers was conducted to test the model. The study results indicate that commitment has a positive influence on referral behavior. It also has been found that affective commitment has a significant influence on referral behavior in a short term relationship, while calculative commitment has a significant influence on referral behavior in a long term relationship. Theoretical and managerial implications of the study results are discussed.

참고문헌 (97)

  1. Ambler, T, "The Effect of Channel Relationships and Guanxi on the Performance of Inter-province Export Ventures in the People’s Republic of China", 19, pp.75~87 (1999)
  2. Anderson, "Determinants of Continuity in Conventional Industrial Channels", pp.310~323 (1989)
  3. Anderson, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels Journal of Marketing Research"
  4. Armstrong,J.S, "Estimating Nonresponse Bias in Mail Surveys", 14(august), pp.396~402 (1977)
  5. Aulakh, P, "Trust and Performance in Cross-border Marketing Partnership: A Behavioral Approach", 27(5), pp.1002~1032 (1996)
  6. Backhaus,K, "The Paradox of Unsatisfying but Stable Relationships in a Look at German Car Suppliers", 46(3), pp.245~257 (1999)
  7. Bearden, "Correlates of Conformity in the Consumption of Illegal Drugs and Alcohol Journal of Business Research", pp.25~31 (1994)
  8. Bettencourt,L.A, "Customer Voluntary Performance:Customers as Partners in Service Delivery", 73(3), pp.383~406 (1997)
  9. Blau, "Exchange and Power in Social Life" (1964)
  10. Bolton,R.N, "A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider; The Role of Satisfaction", 36(2), pp.171~186 (1998)
  11. Bolton, "A Dynamic Model of Customer’s Usage of Services:Usage as an Antecedent and Consequence of Satisfaction", 36(2), pp.171~186 (1999)
  12. Brown, "Their Impact on Marketing Channel Member Performance", 71(4), pp.363~393 (1995)
  13. Brown, "The Effect of Intergroup Similarity and Group Goal Interdependence on Intergroup Attitudes and Task Performance Journal of Experimental Social Psychology", pp.78~92 (1986)
  14. Buttle,F, "Word-of-Mouth:Understanding and Managing Referral Marketing", 6, pp.241~254 (1998)
  15. Challagalla, G. N., "Dimensions and Types of Supervisory Control Effects on Salesperson Performance and Satisfaction", 60(1), pp.89~106 (1996), Chicago
  16. Churchill, "An Investigation into the Determinants of Customer Satisfaction Journal of Marketing Research", pp.491~504 (1983)
  17. Crosby, "Relationship Quality in Service Selling Journal of Marketing", 54, pp.68~81 (1990)
  18. Cullen, "Japanese and Local Partner Commitment to IJVs Psychological Consequences of Outcomes and Investments in the IJV Relationship Journal of International Business Studies", 26, pp.91~115 (1995)
  19. Dahlstrom,R, "An Empirical Investigation of ex post Transaction Costs in Franchised Distribution Channels", 36, pp.160~70 (1999)
  20. Davis,J.M, "Attraction to a Group as a Function of Attitude Similarity and Geographic Distance", 12(1), pp.1~5 (1984)
  21. Day, "The Role of the Computer Applications Section Journal of Marketing Research", pp.90~92 (1971)
  22. Doney,P.M, "An Examination of the Nature of Trust in Buyer-seller Relationships", 61(2), pp.35~51 (1997)
  23. Dwyer, "Journal of Marketing", pp.11~27 (1987)
  24. Fornell,C, "A National and Corporate Customer Satisfaction Barometer:The Swedish Experience", 56(january), pp.1~21 (1992)
  25. Ganesan,S, "Determinants of Long-term Orientation in Buyer-seller Relationships", 59(april), pp.1~19 (1994)
  26. Ganesh, J, "Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers", 64(3), pp.65~88 (2000)
  27. George,J.M, "State or Trait:Effects of Positive Mood on Prosocial Behaviors at Work", 76(2), pp.299~307 (1991)
  28. Geyskens, I, "The Effect of Trust and Interdependence on Relationship Commitment:A Trans-Atlantic Study", 13, pp.303~317 (1996)
  29. Geyskens, I, "A Meta-analysis of Satisfaction in Marketing Channel Relationships", 36, pp.223~238 (1999)
  30. Grayson,K, "The Dark Side of Long-term Relationships in Marketing Services", 36(1), pp.132~141 (1999)
  31. Gruen, T. W, "Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations", 64(3), pp.34~49 (2000)
  32. Gundlach, "The Structure of Commitment in Exchange Journal of Marketing", 59(1), pp.78~92 (1995)
  33. Hall, "Doing Business with the Japanese" (1987)
  34. Haugland,S.A, "Factors Influencing the Duration of International Buyer-seller Relationships", 46(3), pp.273~280 (1999)
  35. Henry,A, "Consumer Behavior and Marketing Action" (1998), South-Western College Publishing
  36. New York, "Software of the Mind" (1991), McGraw-Hill Book Company
  37. Iacobucci, D., "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", 13, pp.53~72 (1996)
  38. Choi, "Interaction Effects in Multiple Regression Sage University Paper Series on Quantitative Applications in the Social Sciences" (1990)
  39. Jap,S.D, "Pie-expansion Efforts:Collaboration Processes in Buyer-supplier Relationships", 35(4), pp.461~475 (1999)
  40. Jap, S. D., "Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment", 37(2), pp.227~245 (2000)
  41. John,G, "An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel", 21(august), pp.278~289 (1984)
  42. Johnson,J.L, "Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic Asset", 27(winter), pp.4~18 (1999)
  43. Johnston, W. J, "International Industrial Marketing Interactions: ＂Dynamic and Network Perspective", 46(3), pp.259~271 (1999)
  44. "Structural Equation Modeling with the SIMPLIS Command Language", pp.~8 (1993), Lawrence Erlbaum Associates
  45. Joshi,A.W, "The Impact of Buyer Dependence on Buyer Opportunism in Buyer-seller Relationship:The Moderating Role of Relational Norms", 14(8), pp.823~845 (1997)
  46. U, "Do They Pay Off for Supplier Firms? Journal of Marketing", 59, pp.1~16 (1995)
  47. A, "The Issue of Import Motivation in Manufacturer-overseas Distributor Relationships Implications for Exporters Journal of Marketing Management", pp.65~77 (1993)
  48. Kim, K., "A Typology of Distribution Channel Systems:A Contextual Approach", 13(1), pp.19~33 (1996), London
  49. Kumar, "The Nature and Consequences of Marketing Channel Intermediary Commitment", pp.94~115 (1994)
  50. Kumar, "The Effects of Supplier Fairness on Vulnerable Resellers Journal of Marketing Management", 32(1), pp.54~65 (1995)
  51. Lambe, C. J, "Intermistic Relational Exchange: Conceptualization and Propositional Development", 28(2), pp.212~225 (2000)
  52. Lee,D.J, "Developing International Strategic Alliances between Exporters and Importers:The Case of Australian Exporters", 15(4), pp.335~348 (1998)
  53. Lee, D. J, "Importers’ Benevolence toward Their Foreign Export Suppliers", 32(1), pp.32~48 (2004)
  54. Luo,Y, "Business Strategy, Market Structure, and Performance of International Joint Ventures: The Cases of Joint Venture in China", 35(3), pp.241~264 (1997)
  55. Macneil, "Journal of Economic Issues", pp.909~924 (1980), Lincoln
  56. Mahajan, "New Product Diffusion Models in Marketing Journal of Marketing", pp.1~26 (1990)
  57. McDonald,G.W, "Structural Exchange and Marital Interaction", november, pp.825~839 (1981)
  58. Money, R. B, "Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan", 62(4), pp.76~88 (1998)
  59. Moorman, "Relationships Between Providers and Users of Market Research The Dynamics of Trust within and between Organizations Journal of Marketing Research", pp.314~329 (1992)
  60. Morgan, "The Commitment-trust Theory of Relationship Marketing Journal of Marketing", pp.20~38 (1994)
  61. Morgan, R. M., "Relationship-based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy", 46(3), pp.281~290 (1999)
  62. Naidu, G. M, "Does Relationship Marketing Pay? An Empirical Investigation of Relationship Marketing Practices in Hospitals", 46(3), pp.207~219 (1999)
  63. Nicholson, C. Y, "The Role of Interpersonal Liking in Building Trust in Long-term Channel Relationships", 29(Winter), pp.3~16 (2001)
  64. John, "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-seller Relationships Journal of Marketing", (ordewier), pp.80~93 (1990)
  65. Oliver,R.L, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", 17(vember), pp.460~469 (1980)
  66. Oliver,R.L, "Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions:A Field Survey Approach", 53(april), pp.21~35 (1989)
  67. Phillips,L.W, "Explaining Control Losses in Corporate Marketing Channels:An Organizational Analysis", 19(vember), pp.252~549 (1982)
  68. Pornpitakpan,C, "The Effects of Cultural Adaptation on Business Relationships:Americans Selling to Japanese and Thai", 30(2), pp.317~338 (1999)
  69. Porter, "Turnover Among Psychiatric Technicians Journal of Applied Psychology", pp.603~609 (1974)
  70. Reinartz, W. J., "On the Profitability of Long-life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketin", 64, pp.17~25 (2000)
  71. Robinson, "The Effect of Unfulfilled Obligations on Civic Virtue Behavior Journal of Organizational Behavior", pp.289~298 (1995)
  72. and Lord, "Switching Behavior in Automobile Markets Journal of the Academy of Marketing Science", 23(1), pp.57~65 (1995)
  73. Lee, "Truth in Concentration in the Land of", pp.167~184 (1993)
  74. Shore,L.M, "Commitment and Employee Behavior:Comparison of Affective Commitment and Continuance Commitment with Perceived Organizational Support", 78(5), pp.774~780 (1993)
  75. Sollner, "Asymmetrical Commitment in Business Relationships", 46(3), pp.219~233 (1999)
  76. Stump,R.L, "Controlling Supplier Opportunism in Industrial Relationships", 33, pp.431~441 (1996)
  77. Szymanski,David,M, "Customer Satisfaction: A Meta- analysis of the Empirical Evidence", 29(1), pp.16~35 (2001)
  78. Thibaut, "The Social Psychology of Groups" (1959), John Wiley and Sons
  79. White Plains, "Dimensions of Cultural Variation as Parameters of Organizational Theories International Studies of Management & Organization", 1983 (1982), 139~170
  80. Bontempo, "Cross-cultural Perspectives on Self-ingroup Relationships Journal of Personality and Social Psychology", pp.323~338 (1988)
  81. Bontempo, "The Self and Social Behavior in Differing Cultural Contexts" (1989)
  82. McCusker, "Multimethod Probes of Individualism and Collectivism Journal of Personality and Social Psychology" (1990)
  83. Verhoef, P. C, "The Effect of Relational Constructs on Customer Referrals and Number of Service Purchaseed From a Multiservice Provider: Does Age of Relationship Matter?", 30(3), pp.202~216 (2002)
  84. Weiss, A. M., "Holding Distribution Channel Relationships Together: The Role of Transaction-specific Assets and Length of Prior Relationship", 8(6), pp.612~623 (1997)
  85. Wiener,Y, "Commitment in Organizations:A Normative View", 7, pp.418~428 (1982)
  86. Williams, J. D, "A Conceptual Model and Study of Cross-cultural Business Relationships", 42, pp.135~143 (1998)
  87. Williams, "Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and Role Behaviors Journal of Management", pp.601~617 (1991)
  88. Williamson, "The Economic Institutions of Capitalism" (1985), The Free Press
  89. Wilson, "Preferences as Expectation-driven Inferences Effects of Affective Expectations on Affective Experience Journal of Personality and Social Psychology", pp.519~530 (1989)
  90. Wilson, "Managing Communication in Crisis", pp.13~17 (1985)
  91. Witkowski,T.H, "Personal Bonding Processes in International Marketing Relationships", 46(3), pp.315~325 (1999)
  92. Woodside, "Finding More Customers for the Harvest of the Sea", 29(1), pp.13~19 (1982)
  93. Yamaguchi, "Collectivism Among the Japanese A Perspective from the Self", pp.175~188 (1994), Sage Publications
  94. Yi, "A Critical Review of Customer Satisfaction Review of Marketing", pp.68~124 (1990)
  95. Zeithamal, V. A, "The Behavioral Consequences of Service Quality", 60(2), pp.31~46 (1996)
  96. Zenger, "The Differential Effects of Age and Tenure Distributions on Technical Communication Academy of Management Journal", pp.353~376 (1989)
  97. Zenger, "The Differential Effects of Age and Tenure Distributions on Technical Communication Academy of Management Journal", pp.353~376 (1989)

관련 논문AI추천

수출입 업자간의 거래 지속에 영향을 미치는 관계특성에 대한 연구이동진, 이형탁한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2005 · 제15권 제2호장기적 수출입 관계를 위한 호혜 관리 방안- 거래 기간의 조절 효과를 중심으로옥주리, 유병희, 이동진한국국제경영학회 · 국제경영연구2008 · 제19권 제1호조직간 관계의 질 형성과 거래지속 기간의 조절효과에 관한 연구: 수출업체와 수입업체를 중심으로박진용, 이동진, 이형탁한국마케팅학회 · 아시아마케팅저널2005 · 제7권 제2호제조업체와 수출업체간 특성인식이 장기거래지향성에 미치는 영향: 관계품질과 의존성의 매개역할김동복, 윤만희한국산업경영학회 · 경영연구2010 · 제25권 제4호로칼수출업체에 대한 특성인식이 관계품질과 강도에 미치는 영향*- 제공특성, 대인적특성, 관계특성을 중심으로 -윤만희한국마케팅학회 · 아시아마케팅저널2007 · 제9권 제3호수입업자의 공동목표 추구수준이 수출입관계에 대한 윤리지향성과 신뢰에 미치는 영향에 관한 연구: 가치유사성과 자국중심주의의 조절효과를 중심으로유병희, 이현민한국국제경영학회 · 국제경영연구2014 · 제25권 제4호

이 간행물의 다른 논문 (4건)

해외에 진출한 국내 은행의 경영성과 결정요인에 관한 실증연구: 외환위기 이후을 중심으로이장로, 김미옥, 박지훈pp. 1-25다차원적 속성의 국가이미지가 제품평가 및 브랜드태도에 미치는 영향: 중국소비자를 중심으로안종석pp. 63-90미국과 한국, 미국과 일본 주식시장간의 동조화에 관한 실증연구: 이변량 GARCH(1,1)-DCC-GJR모형을 중심으로윤종인, 설원식pp. 91-120멕시코 진출 한국기업의 효과적인 리더십 분석권종욱pp. 121-144
원문 보기