B2B거래 관계에서 관계품질의 구성요인과 관계지속성과 추천의도에 마치는 영향에 관한 연구

A Study on Construct and Consequence of Relationship Quality in B2B

  • 김혜경 (오클라호마 주립대) ;
  • 이승희 (금오공과대학교 산업경영학과) ;
  • 송지훈 (오클라호마주립대 직업교육)
  • 투고 : 2010.08.04
  • 심사 : 2010.09.03
  • 발행 : 2010.09.30

초록

This paper focuses on the construct of relationship quality and the influence of relationship quality on relationship persistence, willingness to recommend. In this paper, we first conceptualize relationship quality from buyer-based perspective. Second, we introduce relationship persistence and willingness to recommend as consequences of relationship quality. A research model is examined with data collected from 267 firms in Gumi. The results indicate that relationship quality can be defined as a construct of trust, satisfaction, coadaptation, communication, and relationship quality has a significant positive impact on relationship persistence, willingness to recommend.

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