earticle

영어

Networking between industries and markets facilitated by the spread of internet and advancement in information and communication technology has far-reaching effects on the management strategies of corporations as well as on economies, industries, and markets. A network-based economy, viewing an individual customer as a separate market, has introduced relationship marketing which focuses on enhancing lifetime values of a customer and establishing a long-term relationship with her. Relationship marketing with the concept of ‘relationship’ at its core aims ultimately at accumulating not only relationship assets owned by a corporation but also social capital in a broader context. A corporation establishes, maintains and reinforces relationships with stakeholders to be equipped with competitive advantages,to improve on its performance, and to ascertain its ultimate survival through cumulative efforts of building relational equities. Therefore, ‘real assets’ of a corporation are not physical capital such as machines or factories but relational equities built upon the stakeholders. Though relationship marketing is recognized among the researchers as a pivotal strategy in terms of competitive advantage and ultimate survival of a corporation, the topic has not yet been paid much attention to from the public. The previous studies on relationship marketing have concentrated on the relationship between corporation and customer or on the management of customer equity, largely ignoring other stakeholders such as suppliers, employees, distributors, etc. It should be addressed how the relationship with the latter influences the performance of a corporation. To be specific, the way in or the extent to which the use of relationship marketing is related with the marketing productivity of a manufacturer should be studied carefully. Therefore, the present study examines the effects of relationship marketing in the context of manufacturing companies. The study concentrates on the effects of relationship-orientation, a behavioral factor of relationship marketing, on the accumulation of relational equities and the fiscal performance of a corporation. Survey questions to which company executives would respond were constructed in such a way to test the posed hypotheses; the questions were modifications or complements of the ones in the previous studies. Reliability and validity analysis for each variable was conducted prior to the tests of hypotheses, using SPSSWIN 10.0 and AMOS 7.0. AMOS 7.0 was used to test the hypotheses. An analysis of covariance structure showed that firms’ relationship orientation influences the accumulation of each stakeholder’s relational equity. And individual stakeholder’s relational equity like supplier equity,customer equity, employee equity, and distributor equity also had a positive effect on corporate performance.

한국어

최근 인터넷 확산과 정보통신기술의 발달로 산업 및 시장의 네트워크화가 가속화되면서 경제,산업, 시장, 나아가 기업의 경영 전략에 이르기까지 네트워크 경제 현상이 광범위하게 영향을 미치고 있다. 이러한 네트워크 기반 경제하에서 기업의 성패는 이해관계자와의 유대관계를 어떻게 구축하는가에 달려 있다. 이에 본 연구에서는 제조기업을 대상으로 관계마케팅의 효과에 대해 살펴보고자 하였다. 특히 아직까지선행연구에서 진행되어 온바 없는 관계지향성-관계자산-기업성과 간의 관계 즉, 관계지향성이 기업의 관계자산 축적에 미치는 영향과 관계자산이 기업의 실질적인 성과인 재무성과에 미치는 영향에 대해 실증검증하고자 하였다. 총 256명의 국내 제조업체 임원들을 대상으로 분석을 실시한 결과, 관계지향성이 공급업자자산, 고객자산, 종업원자산, 유통업자자산에 긍정적으로 유의한 영향을 미치는 것으로 나타났다. 또한 공급업자자산, 고객자산, 종업원자산, 유통업자자산 등 모든 관계자산은 기업성과에 긍정적으로 유의한 영향을 미치는 것으로 나타났다. 본 논문에서는 이러한 실증분석 결과를 토대로 이론적·실무적 시사점을 논의하였으며, 연구의 한계점과 향후 연구방향 등도 함께 제시하였다