조직의 저항에 따른 관계마케팅이 아웃소싱 전략에 미치는 영향
The Effects of Relationship Marketing on Outsourcing Strategies under the Circumstances of Organizational Resistance
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본 연구는 병원의 임상병리검사 서비스의 아웃소싱에 관한 연구로 외부검사업체와의 관계형성에 초점을 두고 연구하였으며 내부저항 정도에 따른 관계형성과정의 차이를 비교 분석하였다. 의료기관들의 외부용역업체를 선정 관리하는 권한이 있는 관리자를 대상으로 설문조사를 실시하여 수집된 142부를 최종 분석한 결과는 다음과 같다. 첫째, 관계종결비용이 관계몰입에 유의한 영향을 미치지 않는 것으로 나타났으며, 아웃소싱을 수행하는데 있어 관계효익이 클수록 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 둘째, 공유가치는 관계몰입에 유의한 영향을 미치지 않았지만 신뢰에는 유의한 영향을 미치는 것으로 나타났다. 셋째, 아웃소싱 수행에 있어 임상병리검사업체의 기회주의는 신뢰에 유의한 영향을 미치지 않는 것으로 나타나 거래관계에 있어 현재의 자신의 이익보다는 장기적인 거래를 염두에 둔 협력을 통해 상호이익이 되는 방안을 모색하는 것이 바람직함을 시사하고 있다. 넷째, 의사소통은 신뢰에 유의한 영향을 미치는 것으로 나타났으며, 의료기관과 임상병리검사업체 간의 신뢰는 관계에 더욱 몰입하게 함을 나타내 의료기관과 임상병리검사업체와 상호신뢰가 형성되었을 때는 서로간의 관계를 증진시키는 노력과 거래 파트너에 대한 협력적인 의도도 높아진다는 것으로 이해할 수 있다. 다섯째, 관계몰입은 아웃소싱지속의사에 유의한 영향을 미치는 것으로 나타났으나 아웃소싱 활용정도에는 유의한 영향을 미치지 않는 것으로 나타났다. 여섯째, 신뢰는 아웃소싱 지속의사에 유의한 영향을 나타냈지만 아웃소싱 활용정도에는 유의한 영향을 미치지 않는 것으로 나타났다. 마지막으로 의료기관의 아웃소싱 수행하는데 있어 조직내 저항의 조절적 효과가 있음을 나타내 내부저항 관리의 중요성을 보여주고 있다.
Abstract
The present study on outsourcing strategies taken by hospitals and medical laboratory companies investigated building relationships with outside medical lab services, focusing on the effects of internal resistance on the process of relationship building. Questionnaires were administered with 142 managers in medical organizations who were in charge of selecting and managing outsourcing services. The findings of the study are as follows: First, the termination of relationship cost had not a significant effect on relationship commitment. when a medical institute pursues outsourcing, relational benefits positively affected relationship commitment. Second, Shard Value had not a significantly effect on relationship commitment but trust. Third, when a medical institute pursues outsourcing, the opportunistic behavior of medical laboratory companies toward hospitals had not a significant effect on trust, it represented business relations should seek a way to seek mutual interests more than self-interest in mind long-term deal. Fourth, communication had a significantly effect on trust. trust between Hospitals and medical laboratory companies makes the relationship more improve. While trust was made between hospitals and medical laboratory companies, effort to increase relationship and cooperative intention with business partner got higher. Fifth, relationship commitment significantly affected outsourcing intention, and it also affected outsourcing usage level, but not on a statistically significant level. Sixth, trust significantly affected outsourcing intention, and it also affected outsourcing usage level, but not on a statistically significant level. Finally, findings indicate the importance of controlling internal resistance when medical institutes outsource services with medical laboratory companies had mediating effort on internal resistance.
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