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B2C 시장에서 기업 신뢰와 판매원 신뢰의 탐색적 연구: 북경과 상해의 지역 문화 비교 분석

An Exploratory Study of Firm Trust and Salesperson Trust in Business-Consumer Relationship: A Cross-Regional Culture Comparison

박준수|문연희|최지호|김용철
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.05|상품학연구 (Journal of Product Research)|제29권 제3호|pp. 7-17|DOI 10.36345/kacst.2011.29.3.002

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참고문헌

키워드

충성도지역문화regional cultureloyalty기업 신뢰B2C판매원 신뢰firm trustsalesperson trust
주제분류경영학

초록

본 연구는 B-to-B 관계에서 핵심 개념으로 연구되어온 신뢰를 B-to-C 시장으로 확장한 후, 북경과 상해를 대상으로 지역문화에 따라 신뢰 역할이 어떻게 달라지는가를 탐색적으로 분석하였다. 신뢰는 그 대상에 따라 기업 신뢰와 판매원 신뢰로 구분한 후 각각의 대상별 신뢰 차원이 충성도에 미치는 영향과 대상별 신뢰 간의 상호관계, 그리고 대상별 신뢰 형성 요인을 실증하였다. 분석 결과, B-to-B 관계에서 제시된 신뢰 효과는 B-to-C 관계에서도 유사한 결과를 보여줌과 동시에 상이한 결과 또한 보여주고 있는 것으로 나타났다. 이러한 결과에 대한 시사점과 향후 연구가 제시되었다.

Abstract

This paper is an exploratory examination of the impact of firm and its salesperson trust on loyalty in business-consumer relationship. Using data collected in Beijing and Shanghai in China, the authors test research model from a comparative perspective of a cross-regional culture. Our results show that like B-to-B relationship, firm trust and salesperson trust in B-to-C market have a central role in building loyalty. However, the factors that invoke the trust-building process and loyalty in B-to-C market differ from those of B-to-B relationship. The authors discuss the implications of the findings for customer relationship management and future research directions.

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