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관계마케팅에 관한 이론적 고찰

A Theoretical Study on Relationship Marketing

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한국자치행정학회 (The korean Association for Local Government & Administration Studies)|2009.12|한국자치행정학보 (Korean Journal of Local Government & Administration Studies)|제23권 제2호|pp. 463-482|DOI 10.18398/kjlgas.2009.23.2.463

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참고문헌

키워드

Relationship Marketing신뢰Trust몰입Commitment관계마케팅

초록

관계마케팅은 지난 20여 년 동안 교란적이고 복잡한 경영환경으로 인하여 출현하였다. 조직들은 동태적 환경 변화에서 살아남을 수 있는 전략을 수립할 필요가 있다. 즉, 조직들은 그러한 격렬한 환경변화에도 흔들리지 않을 강력한 토대를 구축해야만 한다. 따라서 조직은 촉진이나 광고에 중점을 두기보다는 오히려 시장 구조를 이해하여 공급업자와 유통업자, 투자자, 소비자, 및 기타 시장에 있는 주요한 회사나 사람들과의 관계를 개발해야만 한다. 이들 관계들은 저가격, 현란한 촉진활동들, 또는 심지어 진보된 기술보다도 더욱 중요하다. 시장 환경의 변화로 인해 가격이나 기술이 빨리 변경될 수 있지만, 밀접한 관계는 평생 지속될 수 있다. 따라서 본 연구에서는 관계마케팅과 관련된 기존의 문헌을 탐색하여 이와 관련 있는 주요한 변수들을 확인하는 데 그 목적을 두었다. 그 결과 본 연구에서는 관계를 갖고 있는 당사자간의 신뢰와 관계에 대한 몰입을 관계마케팅의 주요한 변수로 선정하였고, 이 두 변수에 주로 영향을 미치는 외생변수들로서 기회주의적 행동, 커뮤니케이션, 공유된 규범, 윤리적 행동, 관계특유의 투자 등을 확인하였다.

Abstract

Relationship marketing has emerged during the past two decades because of turbulent and complex environments. To survive in dynamic marketplaces, organizations clearly need to establish strategies that can survive the turbulent changes in the market environment. They must build strong foundations that will not be blown away in the storm. They won't do that by focusing on promotions and advertising. Rather, they need to gain an understanding of the market structure. Then they must develop relationships with suppliers and distributors, investors, customers, and other key companies and people in the market. Those relationships are more important than low prices, flashy promotions, or even advanced technology. Changes in the market environment can quickly alter prices and technologies, but close relationships can last a lifetime. So, the purpose of this study is to investigate major variables related with relationship marketing through existing literatures. As the results, this syudy selected trust and commitment to the relationship as key mediating variables and opportunistic behavior, communication, shared norms, ethical behavior, and relationship-specific investment as exogenous variables of relationship marketing.

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