기업 접대비 지출의 매출액 증대 효과에 대한 실증연구: 광고비 지출과 비교를 중심으로

Abstract

This study confirmed through correlation analysis and multiple regression analysis how much entertainment expenses spent to promote business benefits through the formation of friendly relationships with business partners contribute to sales increase. It was also verified whether spending on entertainment is more effective in increasing sales than spending on advertising. Among KOSPI and KOSDAQ listed companies, companies operating in the manufacturing industry were targeted, and financial data for five years from fiscal year 2017 to fiscal year 2021 were used. Sales were set as the dependent variable, entertainment and advertising expenses were set as independent variables, and company size and market to which it belongs were set as control variables. As a result of the analysis, both entertainment and advertising expenses showed a statistically significant positive (+) correlation with sales, but the correlation coefficient was slightly higher for entertainment expenses. As a result of multiple regression analysis, both independent variables had positive (+) regression coefficient values, and the statistical significance was also very strong. The regression coefficient value shows that entertainment costs are about 5 times higher than advertising costs, which is an unexpected result. The pattern was consistent throughout the measurement period. The results of the study suggest that strengthening the long-term business foundation by maintaining a friendly relationship with business-related institutions, groups, or individuals in Korean society is more effective than advertising in leading a business to success. On the other hand, our society is demanding social efforts to establish a healthy hospitality culture.