공급자의 혁신성과 국제 산업재 구매결정의 관계: IPA 기법을 적용하여
Relationship between Supplier’s Innovativeness and the Determinants of International Purchasing Selection in Industrial Goods : Using an Importance-Performance Analysis Technique
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초록
본 논문은 기업간 거래에서 산업재를 구매하는 기업이 기업과 제품을 선택 요인으로 공급기업의 중요한 혁신활동(기술력, 품질 등) 및 경영활동(리더십, 평판, 가격, 유연성 등), 또는 보완적 자산(특허, 사회적 책임, 환경친화성 등) 등에서 어떠한 부분이 중요한가를 고찰함으로써 기업의 혁신 및 경영활동에 대한 시사점을 도출하기 위한 연구논문이다. 이에 대한 기본적인 조사 및 분석을 위해서 본 연구는 중요도-만족도 분석(IPA)을 적용하여 구매자 관점에서 중요 요인과 만족요인간의 관계를 제안함으로써 구매제품 선택요인을 도출한다. 본 연구의 조사설계는 구매시 결정요인 25개 항목을 이론적 고찰과 구매자 기업방식을 종합하여 도출하였고, 구조화된 설문지를 설계하여 145개사의 일본 구매기업을 대상으로 설문조사를 수행하였다. 본 연구결과를 요약하면, 산업재 구매에 있어서 구매자의 가장 중요한 구매결정 대항목 요인은 기술, 품질, 평판, 가격이었으며 유연성, 입지가 그 뒤를 이었다. 구체적으로는 중요도 측면에서는 제품품질, 신뢰성 높은 공급체제, 우수한 품질관리체제, (초기 제시)가격, 사후 대응능력(A/S) 순으로 나타났다. 한편 만족도 측면에서 향상되어야 할 부분(시급히 투자 필요 항목)은 품질관리체제(평가, 검사, 불량품 처리방법 등), 사후 대응능력, 원가관리 및 개선능력, 확실한 공급체제로 나타났다. 이상에서 본 연구의 분석결과를 통해 공급기업의 혁신성이 필요하다는 전략적 방향성을 제시할 수 있으며, 글로벌 교역을 하고자 하는 기업을 위한 정책적 시사점을 도출하였다.
Abstract
The purpose of this paper is to measure the selection of industrial goods buyers for their purchase. For this purpose, the Importance-Performance Analysis(IPA Analysis) is presented from the buyer's perspective. In a survey of 145 Japanese industrial product buyers, the importance and satisfaction of 25 critical factors were measured on the Rikert Scale 5. The collected data were analyzed with STATA15. As a result of the exploratory factor analysis, six factors were finded as complementary asset, technological innovation, reputation, price, location, and flexibility. Therefore, the importance and satisfaction level of 25 items were analyzed through IPA technique. To be specific, the results of IPA that is excellent and stable product quality, secure supply chain management system, secure quality management system, early stage quatation price, after service reaction capability were important. It is consistent with the importance of quality, delivery, pricing, and service, as shown in previous prior studies. However, some factors show low level of performance(or satisfaction) such as the ability to respond to the system is insufficient cost control and improvement ability, lack of delivery rate, and so on. In this sense, sector may be judged to require improvements that require more time and cost investment. In addition, we applied the Borich’s Needs Assessment Model that we can obtain strategies for global trading and outsourcing with Japanese industrial product buyers. To be a nutshell of this study, in comprehensive views for the dimension of IPA and Borich’s Needs Assessment Model, we can suggest that strategic directions and tasks for suppliers. As well as, to deepen the discussion on the IPA analysis, we can suggest that policy implications for global trading companies especially small and midium enterprises and start-ups.
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