기업 간 관계에서 신뢰의 차원별 효과에 관한 연구: 관계기간의 역할
The Effects of Dimensions of Trust on Relationship Building Process of Firms: The Moderating Roles of Relationship Length
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구는 기업 간 관계에서 신뢰가 관계몰입에 미치는 영향력을 신뢰의 개념화에서 출발하여 관계기간의 효과를 검증해 보는 것을 목적으로 하였다. 구체적으로 신뢰를 내용별 차원과 대상별 차원으로 구분하고 내용별 차원의 신뢰가 대상별 차원에 미치는 영향력과 그 영향력이 관계기간에 따라 어떻게 달라지는가를 검증하고자 하였다. 국내 의료기기 공급업체와 병원과의 관계를 대상으로 설문조사를 하였고, 연구에서 제시한 모형을 검증하였다. 연구결과, 내용별 차원의 신뢰 중 역량과 호의는 공급업체 및 공급업체 판매원에 대한 전반적인 신뢰를 구축하는데 중요한 역할을 담당하는 것으로 나타났다. 또한 대상별 신뢰는 관계몰입에 긍정적인 영향을 미친다는 사실을 확인하였다. 특히 관계몰입에는 공급업체 판매원에 대한 신뢰가 상대적으로 더 큰 영향을 미친다는 사실을 밝혀냈다. 또한 내용별 차원의 신뢰와 대상별 차원의 신뢰 간의 관계에서 공급업체에 대한 신뢰에 영향을 미치는 공급업체의 내용별 차원의 신뢰는 관계기간에 따라 조절효과가 없는 것으로 나타났으며, 판매원의 신뢰에 영향을 미치는 관계기간의 조절효과는 유의한 영향을 미치는 것으로 밝혀졌다.
Abstract
Relationship has been an important construct in the marketing literature since Morgan and Hunt (1994) conceptualized it as trust and commitment. Based on Morgan and Hunt's trust and commitment theory, in this we tried to prove the effect of relationship period on trust and commitment shaping. Specifically, we defined trust as a multidimensional concept and tried to examine the different moderating effect of relationship length in the process of trust building process. We surveyed hospital employees and asked their relationship building process with medical device providers. Consistent with the previous research, our results also show that two important rust dimensions, credibility and benevolence have been important roles in relationship building. Also result proved that target based relationship has a more positive impact on relational commitment than contents based relationship. Also, trust toward sales person of device provider has a relatively larger effect on commitment. Also this study finds that an interesting moderating effect of relationship length in the process of trust building.
참고문헌 (32)
- 박기완, "한국과 중국 가전산업의 외국계 공급업자와 현지소매업자간의 장기지향성 결정요인에 관한 연구", 경영학연구, 31(6), pp.8~1679 (2002), �
- 박진용, "소매업체와 공급업체의 신뢰 및 결속에 관한 연구", 유통연구, 4(1), pp.93~122 (1999)
- 신건철, "공급업체와 소매업체간 장기지향성의 결정요인", 경영학연구, 31(4), pp.9~1088 (2002), 한국경영학회
- 전광호, "신뢰의 내용, 대상 그리고 관계몰입 간의 관계", 한국심리학회지: 산업 및 조직, 18(1), pp.1~22 (2005), 한국산업및조직심리학회
- 최지호, "BtoB 관계에서 신뢰의 내용 및 대상 차원이 관계몰입 및 시민행동에 미치는 영향", 유통연구, 9(3), pp.97~118 (2004), 한국유통학회
- 한상린, "산업재 공급자와 조직구매자 간의 관계 요인에 관한 연구", 마케팅연구, 3(1), pp.157~172 (1998)
- Agustin, Clara, "Curvilinear Effects of Consumer Loyalty Determinants in Relationship Exchanges", Journal of Marketing Research, 42(2), pp.96~108 (2005)
- Anderson, James C, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(5), pp.411~423 (1988)
- Anderson, James C, "A Model of Distributor Firm and Manufacturer Firm Partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)
- Dasgupta, Partha, "Trust as a Commodity in Trust: Making and Breaking Cooperative Relations" (1988), Basil Blackwell, Inc
- Doney, Patricia M, "An Examination of the Nature of Trust in Buyer-Seller Relationships", Journal of Marketing, 61(4), pp.35~61 (1997)
- Dwyer, F. Robert, "Developing Buyer-Seller Relationships", Journal of Marketing, 51(4), pp.11~27 (1987)
- Frazen, Jonathan K, "Purchasing Behavior in Embedded Markets", Journal of Consumer Research, 17(6), pp.1~12 (1990)
- Ganesan, Shankar, "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58(4), pp.1~19 (1994)
- Ganesan, Shankar, "Dimensions and Levels of Trust: Implications for Commitment to a Relationship", Marketing Letters, 8(4), pp.439~448 (1997)
- Garbarino, Ellen, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", Journal of Marketing, 63(4), pp.70~87 (1999)
- Gundlach, Gregory T., "The Structure of Commitment in Exchange", Journal of Marketing, 59(1), pp.78~92 (1995)
- Jap, Sandy D, "Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment", Journal of Marketing Research, 37(5), pp.227~245 (2000)
- Kumar, Nirmalaya, "The Effects of Supplier Fairness on Vulnerable Resellers", Journal of Marketing Research, 32(2), pp.54~65 (1995)
- Lindskold, Svenn, "Trust Development, the GRIT Proposal and the Effects of Conciliatory Acts on Conflict and Cooperation", Psychology Bulletin, 85(4), pp.772~793 (1978)
- Mayer, Roger C., "An Integrative Model of Organizational Trust", Academy of Management Review, 20(3), pp.709~734 (1995)
- McKnight, D. Harrison, "Initial Trust Formation in New Organizational Relationship", Academy of Management Review, 23(3), pp.473~490 (1998)
- McKnight, D. Harrison, "The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model", Journal of Strategic Information Systems, 11(3), pp.297~323 (2002)
- Moorman, Christine, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations", Journal of Marketing Research, 29(8), pp.314~328 (1992)
- Morgan, Robert M, "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(7), pp.20~38 (1994)
- Nunnally, Jum, "Psychometric Theory" (1978), McGrawHill
- Rotter, Julian, "A New Scale for the Measurement of Interpersonal Trust", Journal of Personality, 35(4), pp.651~665 (1967)
- Sirdeshmukh, Deepak, "Consumer Trust, Value, and Loyalty in Relational Exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)
- Smith, J. Brock, "The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships", Journal of Marketing, 61(1), pp.3~21 (1997)
- Strub, Peter J, "Two Patterns of Establishing Trust: The Marijuana User", Sociological Focus, 9(4), pp.399~411 (1976)
- Wathne, Kenneth H, "Choice of Supplier in Embedded Markets: Relationship and Marketing Program Effects", Journal of Marketing, 65(4), pp.54~66 (2001)
- Wilson, David T, "An Integrated Model of Buyer-Seller Relationships", Journal of the Academy of Marketing Science, 23, pp.335~345 (1995)