B2B 구매기업의 고객만족과 충성도와의 관계

• 영문명: The Relationship of Buyer Satisfaction and Loyalty in B2B Context
• 발행기관: 한국외국어대학교 지식출판콘텐츠원 글로벌경영연구소
• 저자명: 정갑연 이혜리
• 간행물 정보: 『글로벌경영연구』제24권 제3호, 39~65쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.12.30

영문 초록

Customer satisfaction has a powerful impact on firms performance and is considered by many companies as an important source of competitive advantage. The consequences of enhanced customer satisfaction in firms are increased revenue, reduced customer acquisition costs, and lower costs of serving repeat purchasers, leading to greater profitability. While much research has focused on customer satisfaction in business-to-consumer(B2C) context, customer satisfaction is important in business-to-business (B2B) context as well. In organizational buyer-seller relationships, buyer satisfaction is more likely to focus on long-term benefits and engage in cooperative actions beneficial to both partners in a relationship, thus enhancing the competitiveness of both partners and reducing transaction cost. To date, however, limited attempts have been made to conceptualize buyer satisfaction and investigate its antecedents and consequences, in particular, in B2B context. The objective of this study was to propose and empirically analyze the causal influences antecedents and consequences of buyer satisfaction in B2B context. Based on the previous literature, this study developed a conceptual framework that considers perceived quality, perceived value, supplier brand image and supplier competence as antecedents of buyer satisfaction whereas relationship quality, switching cost and customer loyalty as consequences of buyer satisfaction in B2B context. In particular, this study examined the mediating role of relationship quality and switching costs in the impact of buyer satisfaction on customer loyalty and explored the direct or indirect effects of buyer satisfaction and customer loyalty. This study incorporated the complex interrelationships of all these constructs into the framework and test them in B2B setting. The empirical results of the study showed a strong significant relationship from antecedents of buyer satisfaction, buyer satisfaction, relationship quality and switching costs to customer loyalty. The results can be summarized as follows: first, it was found that perceived quality, perceived value and supplier competence positively affected buyer satisfaction, while supplier brand image had no influence on buyer satisfaction. It indicated that the key factors in getting buyer satisfaction were quality, value, and supplier competence, not brand image in B2B context. Therefore suppliers needed to be aware of quality and value what buyers perceive they are giving for. Second, it was found that buyer satisfaction had positive effect on relationship quality and customer loyalty, while there was no relationship between buyer satisfaction and switching cost. However, the result of comparative analysis between direct effect and indirect effect showed that the buyer satisfaction affected the switching cost through relationship quality. Also relationship quality had positive influence on increasing the switching cost and customer loyalty. Additionally, switching cost positively affected to enhance customer loyalty. The results indicated that suppliers must be concerned with advancing the relationship with buyers to promote customer loyalty and increase switching cost. Thus, both enhancing customer satisfaction and increasing relationship quality can be seen as important strategies that promote customer loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 가설설정

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌