Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Consultant's Pro-social Service Behavior on Relational Embeddedness, Relationship Trust, Relationship Satisfaction and Long-term Relationship Orientation

컨설턴트의 친사회적 서비스가 관계적 배태성, 관계신뢰, 관계만족, 장기관계지향성에 미치는 영향에 관한 연구

  • Shin, Dong-Ju (Dept. Of Knowledge Service & Consulting, Hansung University) ;
  • Hong, Jung-Wan (Dept. of Industrial Management and Engineering, Hansung University) ;
  • You, Yen-Yoo (Dept. Of Knowledge Service & Consulting, Hansung University)
  • 신동주 (한성대학교 지식서비스&컨설팅 대학원) ;
  • 홍정완 (한성대학교 산업경영공학과) ;
  • 유연우 (한성대학교 지식서비스&컨설팅 학과)
  • Received : 2015.01.10
  • Accepted : 2015.03.20
  • Published : 2015.03.28
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Abstract

This study aimed to study the relational embeddedness theory which has been actively studied in the fields of marketing and psychology to the consulting industry. This study also aimed to find out if various efforts and pro-social service behavior of the consultant, a service provider in the consulting industry may have a positive effect on customer relationships. The results of the study can be summarized as follows: The pro-social service behavior of the consultant was verified to have a positive effect on relationship trust, relationship satisfaction with customers and relational embeddedness was found to have a positive effect on relationship trust and relationship satisfaction. In addition, relational embeddedness, relationship trust, and relationship satisfaction were found to have a positive effect on long-term relationship orientation.

본 연구에서는 이미 마케팅, 심리학 분야에서 연구가 활발히 이루어지고 있는 관계배태성 이론을 컨설팅 산업에서 적용해 보고자 하였다. 서비스 제공자의 다양한 노력과 친사회적 서비스가 고객관계와 그에 대한 효과에 대해 중요성을 확인해 보고자 하였다. 또한, 컨설팅 분야에서도 컨설턴트의 친사회적 서비스로 하여금, 고객과의 관계에 있어서 배태성이 적용되는지에 대한 확인을 하고자 하였다. 이를 통해 컨설팅 기업의 마케팅 방향을 제시하고자 함이 본 연구에 목적이다. 연구 결과를 요약하면 다음과 같다. 컨설턴트의 친사회적 서비스는 고객과의 관계신뢰, 관계만족에 긍정적인 영향이 있음을 검증하였고, 관계적 배태성은 관계신뢰와 관계만족에도 긍정적인 영향을 주는 것으로 확인되었다. 또한, 관계적 배태성과 관계신뢰, 관계만족은 장기적인 관계 지향에 긍정적 영향을 주는 것으로 확인되었다.

Keywords

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