사업관계유형에 따른 타트너십 성과와 행사 성과 차이에 관한 연구:한국의 전시․컨벤션 기획사와 발주처의 사례를 중심으로
A Difference Test among the Partnership Performance, Event Performance by the Types of Business Relationships between Professional Convention Organizers and Service Contractors
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To analyze the types of business relationships, two dimensions, the strategic impact of service, and the involvement by contractors are utilized as a framework. The four types of business relationships are alliance, reliance, support, and alignment suggested by Nam, Rajagopalan, Rao & Chaudhury(1996) and Lee, Kwan, and Yoon(2015). The study constructs include the partnership, and events performance. These constructs from the previously related studies have been utilized and affirmed valid and reliable as the measurements. The purpose of this study was to explore the relationships among the partnership performance and event performance by the types of business relationships between professional convention organizers and service contractors. This study is quite meaningful due to firstly conducted in this area. Data were collected through 199 surveys of employees in the PCO, PEO, events companies which are currently active in the market. These measurements are examined differences by the four types of business relationships. The findings were as follows. Firstly three dimensions of partnership performance are significantly different by the types of business relationships. Overall partnership, Communication, cooperation, and trust in alliance type are higher than those of support type and partnership type. Second, event performance is significantly different among the four partnerships. Support type shows the highest level in event performance. Implication is that a reliance type among four different types of partnership with low PCO's service impact and high level of contractor's involvement leads to quite poor partnership and event performance. Thus, PCOs need to transfer this study results to prospective contractors.
Abstract
To analyze the types of business relationships, two dimensions, the strategic impact of service, and the involvement by contractors are utilized as a framework. The four types of business relationships are alliance, reliance, support, and alignment suggested by Nam, Rajagopalan, Rao & Chaudhury(1996) and Lee, Kwan, and Yoon(2015). The study constructs include the partnership, and events performance. These constructs from the previously related studies have been utilized and affirmed valid and reliable as the measurements. The purpose of this study was to explore the relationships among the partnership performance and event performance by the types of business relationships between professional convention organizers and service contractors. This study is quite meaningful due to firstly conducted in this area. Data were collected through 199 surveys of employees in the PCO, PEO, events companies which are currently active in the market. These measurements are examined differences by the four types of business relationships. The findings were as follows. Firstly three dimensions of partnership performance are significantly different by the types of business relationships. Overall partnership, Communication, cooperation, and trust in alliance type are higher than those of support type and partnership type. Second, event performance is significantly different among the four partnerships. Support type shows the highest level in event performance. Implication is that a reliance type among four different types of partnership with low PCO's service impact and high level of contractor's involvement leads to quite poor partnership and event performance. Thus, PCOs need to transfer this study results to prospective contractors.
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