B2B 종사자간의 CRM에 있어 신뢰, 만족이 고객의 상품추천의도에 미치는 영향에 관한 연구

• 영문명: Research on the Influence that Reliability and Satisfaction have on Product Recommendation Intention for Customers in CRM among B2B Workers - Focusing on Cooperative Firm Agencies
• 발행기관: 한국창업학회
• 저자명: 김주성(Ju Seing Kim) 정환(Jung Hwan)
• 간행물 정보: 『한국창업학회지』제7권 제1호, 171~196쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

The purpose of this study is to show an clients trust and satisfaction that has on product intention behind offering CRM between B2B. Survey targets are travel employees who visited travel agencies. And travel employees in tour of Seoul, Metropolitan area, Busan, Daegu etc were distributed and 437 questionnaires were attended. It has been researched that the employee trust and satisfaction has and effect on product offering intentions since the related marketing practicing methods with wholesalers and cooperating franchise are varying from era to era. In this aspect, when clients choose the travelling product, it may vary the standards for making a decision since the opinion of the franchise employees may affect the clients, and those opinions can be influenced by the cooperation and harmony of the wholesaler rather than the quality of the produce. Thus it has been researched that the cooperation between the wholesalers and franchise traders may directly or indirectly affect the clients choice in that clients choose their product on the satisfaction and trust of the travel agencies. The concept of related marketing is very important in that the choice of certain products may be made through direct cooperating franchise, whose decisions have created high satisfaction from clients, proving that expertise, promise, quickness and rapidity, marketing application, and online usage matters. The research results can be summarized as the following: First, the higher the practicing factors of related marketing, the higher the trust of the cooperating franchise. Here, long term relationships do have an effect but other factors such as fulfilling promises, expertise, speed·agility, online usage did not have a great effect on trust. Secondly, the higher the practicing factors of related marketing, the higher the satisfaction of cooperating franchise. However, long term relationships, marketing application, fulfillment of promises, expertise, accuracy·speed, online usage factors did not have an effect on the satisfaction of the cooperating franchise. Thirdly, the higher the trust of the cooperating franchise, the higher the initiative when offering the products. Fourthly, the higher the satisfaction of the cooperating franchise, the higher the initiative when offering the products. This means that according to the cooperating franchises satisfaction of the wholesaler, the intention of offering products increases. Lastly, the higher the trust of the cooperating franchise, the higher the activeness when offering the products. Out of these, it has been researched that the higher the fulfillment of promises, the higher the activeness when offering the products.

목차

Ⅰ. 서론

Ⅱ. 관계마케팅의 선행연구와 이론적 배경

Ⅲ. 연구의 설계와 가설

Ⅳ. 실증 분석과 연구결과

Ⅴ. 결론 및 제언

참고문헌

Abstract

키워드

B2B Tourism product Intention Trust Satisfaction Wholesaler Cooperating franchise