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힘의 사용이 신뢰와 관계성과에 미치는 영향

The Effect of Power Usage on Trust and Relationship Performance

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2024.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제32권 제2호|pp. 137-157|DOI http://dx.doi.org/10.22736/jms.32.2.08

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참고문헌

키워드

Benevolence장기지향성Long-term OrientationCredibility힘의 원천신용신뢰호의신뢰관계해지의향Power SourcesRelationship Termination Intention

초록

BtoB 마케팅에서 거래 기업과의 관계 관리는 매우 중요하다. 관계성과에 관해서 연구자들에 따라 다양하게 구분되어 연구되고 있지만, 결국 상대방으로 하여금 관계를 지속하게 만들고 장기지향성을 가지도록 만드는 것이 중요하다. 그리하여 본 연구에서는 관계해지의향과 장기지향성을 핵심 관계 성과로 고려하였다. 힘은 거래 상대방의 의사결정과 행동에 영향을 주고 통제할 수 있는 능력으로 자사의 이익 추구를 위해서 반드시 고려되어야 할 수단이다. 그러나 힘의 사용에 관한 국내 논문들을 살펴보면 유통업체와 공급업체 관계에서 힘이 강한 유통업체의 입장에서의 연구이거나, 가맹점 관리를 위한 프렌차이즈 본사의 입장 등과 같이 힘이 일방적으로 강한 주체가 힘이 약한 거래 상대를 관리하기 위한 전략들을 제시하는 경우가 많았다. 그렇기 때문에 기존의 연구 결과들은 힘의 사용을 고려하면서도 관계성과 또한 관리하고자하는 일반적인 BtoB 마케팅 상황에서 적용하기에는 한계가 있다. 그리하여 본 연구는 BtoB 마케팅에서 기업 간의 힘의 사용에 관해 살펴보았다. 연 매출 100억 이하의 중소 제조업체 232개 기업의 설문을 바탕으로 분석한 결과, 준거력은 신용신뢰를 향상시키고, 강제력은 호의 신뢰를 감소시키는 것을 확인할 수 있었다. 또한 신용 신뢰는 장기지향성을 향상시키며, 신용신뢰와 호의 신뢰는 관계해지의향을 감소시키는 것으로 나타났다. 검증 결과에 대한 이론적 실무적 시사점을 제공하였고, 본 연구의 한계와 향후 연구 계획이 제시되었다.

Abstract

Managing relationships with customers is crucial in B2B marketing. Although there are many variables in the researches on relationship performance, ultimately, it is important to maintain long-term and stable relationships with the partners. There are lots of variables that can be considered relationship performance indicators, this study focuses on the relationship termination intention and long-term orientation as key outcomes. Power is the ability to influence and control the decision-making and behavior of the counterpart, and it is an essential tool for pursuing a firm's interests in B2B marketing. Reviewing domestic literature on the use of power reveals that researches focus on powerful retailers in retailer-supplier relationships or on franchisers managing franchisees, suggesting strategies for powerful company to manage weaker business partners. These studies have limitations in applying general B2B marketing situations that manage relationship performance while considering the use of power. Therefore, this study examines the power sources in B2B marketing relationships. Based on a survey of 232 small and medium-sized manufacturing firms with annual sales of less than 10 billion KRW, the analysis found that referent power enhances credibility trust, while coercive power reduces benevolence trust. Additionally, credibility trust improves long-term orientation, and both credibility trust and benevolence trust reduce the intention to terminate the relationship. The study provides theoretical and practical implications based on the verification results, discusses its limitations, and suggests directions for future research.

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