와인공급기업의 B2B 관계마케팅활동이 관계의 질과 장기지향성에 미치는 영향: 감사의 매개효과를 중심으로

• 영문명: The Impact of Business to Business Relationship Marketing Activities of Wine Supplier on Relationship Quality and Long-Term Orientation: Focused on the Mediating Effect of Gratitude
• 발행기관: 한국외식경영학회
• 저자명: 전현모(Hyeon Mo Jeon) 이애주(Ae Joo Lee)
• 간행물 정보: 『외식경영연구』13권 4호, 147~172쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.10.30

영문 초록

The lasting economic recession has caused a decrease both in wine consumption and entrepreneurship, firm formation in food service sector. Large companies` taking up the wine market has made the competition in the market even more intense. In this situation, while wine suppliers consider finding new accounts important, they also need to put all their resources to developing and maintaining the relationships with the current accounts. The research aims at realizing the factors of B2B relationship marketing that strengthen and maintain the relationships between wine suppliers and their major accounts. Gratitude that has not been mentioned by Korean researchers as a factor that mediates between relationship marketing factor and performance factor is proposed to investigate its role. Surveys were conducted with purchasing personnel such as the owner, managers and sommelier at food service firm in Seoul, Korea. Path analysis have been used in hypothesis testing.

키워드

Wine Supplier Food Service Firm Business to Business Relationship Marketing Gratitude Trust Long-Term Orientation