디지털융복합연구 (Journal of Digital Convergence)

  • 제13권4호
  • /
  • Pages.163-174
  • /
  • 2015
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

디지털산업 컨설팅서비스에서 컨설턴트 역량이 고객만족과 재계약의도에 미치는 영향에 관한 연구

A Study on the Effect of Consultant Capacity in the Consulting Services of Digital Industry on Influence of Customer Satisfaction and Re-contract Intention

  • Choi, Young-Seok (National Assembly) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Son, Hong-Seup (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Lee, Byeong-Ju (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Seok, Ju-Yun (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Hwang, Dong-Ryong (Dept. of Business Administration, Kumoh National Institute of Technology)
  • 투고 : 2015.02.01
  • 심사 : 2015.04.20
  • 발행 : 2015.04.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

디지털산업분야 컨설팅 시장의 규모가 양적 질적으로 성장하면서 서비스를 제공하는 컨설턴트의 역량이 중요해지고 있다. 컨설턴트 역량에 대한 신뢰형성의 선행요소를 컨설턴트의 능력, 성실, 배려로 구분하였고, 컨설턴트의 역량이 전반적인 신뢰와 고객만족과 재계약의도에 어떠한 영향을 미치는지 알아보는 것이다. 분석결과, 컨설팅 프로젝트 수행에 있어 컨설턴트의 역량이 신뢰의 형성에 정(+)의 영향을 미치며, 컨설팅 서비스 신뢰는 고객만족과 재계약의도 모두에게 정(+)의 영향을 미쳤다. 더불어, 컨설팅 역량에서 컨설팅 서비스 신뢰는 고객만족과 재계약의도와의 관계에서 정(+)의 매개효과를 가지는 것으로 나타났다.

While the scale of the consulting market growth in quantity quality, the consultant capacity is becoming important in the digital industry. The preceding elements of trust formation to the consultant capacity divided into ability, integrity, and benevolence of consultant. Also, the consultant capacity is to find out what effect the overall trust and customer satisfaction and re-contract. The results of the analysis, consultant capacity have positive(+) effects for the formation of the trust in the practice of consulting project, and consulting service trust has positive(+) effect in the relationship between customer satisfaction and re-contract. In addition, consulting service trust in consultant capacity appeared to has positive(+) mediating effects in the relationship between customer satisfaction and re-contract intend.

키워드

참고문헌

  1. Rynning, M. "Successful consulting with small and medium-sized vs. large clients: meeting the needs of the client?." International Small Business Journal, Vol. 11, No 1, 47-60, 1992. https://doi.org/10.1177/026624269201100104
  2. McLachlin. R. D., "Factors for consulting engagement success, Management Decision", pp. 37, 1999.
  3. Gwang-Yong Kim, Myung-Sub Kim, Chae-Uhn Lee, Yong-Hee Lee, Understanding and use of the Business Consulting Services, Book Publishing Cheong-Ram, 2008.
  4. Mayer. Roger C., James H. Davis, and F. David Schoorman., "An integrative model of organizational trust", Academy of Management Review, Vol. 20, No 3, pp. 709-734, 1995. https://doi.org/10.5465/AMR.1995.9508080335
  5. Cook. J. & Wall, T., "New work attitude measures of trust organizational commitment and personal need nonfulfillment", Journal of Occupational Psychology, Vol. 53, No. 1, pp. 39-52, 1980. https://doi.org/10.1111/j.2044-8325.1980.tb00005.x
  6. Butler. J, K. ,"Towards Understanding and Measuring Conditions of Trust: Evolution of a Condition of Trust Inventory", Journal of Management, Vol. 17, No. 3, pp. 643-663, 1991. https://doi.org/10.1177/014920639101700307
  7. Hovland, Carl I., Irving L. Janis, and Harold H. Kelley. "Communication and persuasion; psychological studies of opinion change.", 1953.
  8. Giffin, K. The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological bulletin, Vol. 68, No. 2, pp. 104, 1967. https://doi.org/10.1037/h0024833
  9. Doney. P. M., Cannnon. J. P. & Mullen. M. R., "Understanding the influence of national culture on the development of trust", Academy of Management Reivew, Vol. 23, No. 3, 1998.
  10. Milan. Kubr, & Jong-Kum Han "Management consulting" Guru Consulting 1999, pp 5.
  11. Seok-Tae Jung, " An Empirical Study on Factors to Purchase Intention Affected by Clients Under Uncertainty of Consulting Services " Thesis Abstract.
  12. Boss, R. W. Trust and managerial problem solving revisited. Group & Organization Management, Vol. 3, No. 3, pp. 331-342, 1978. https://doi.org/10.1177/105960117800300306
  13. Rempel, J. K., Holmes, J. G., & Zanna, M. P. "Trust in close relationships." Journal of personality and social psychology, Vol. 49, No 1, pp95, 1985. https://doi.org/10.1037/0022-3514.49.1.95
  14. Davis. Grace Mei-Tzu Wu., "A test of an interpersonal trust model", 1999.
  15. Dasgupta, Partha. "Trust as a commodity." Trust: Making and breaking cooperative relations, Vol. 4, pp. 49-72, 2000.
  16. Popa. C. L., "Tsting a Model of Swift Trust", Kent State Univerity, Phd Dissertation, 2005.
  17. Doney, Patricia M., and Joseph P. Cannon. "An examination of the nature of trust in buyer-seller relationships." the Journal of Marketing, pp35-51, 1997.
  18. Oliver, R. L., "A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Nov, 1980.
  19. Gummesson, Evert. "The new marketing.developing long-term interactive relationships." Long range planning, Vol. 20, No 4, pp10-20, 1987. https://doi.org/10.1016/0024-6301(87)90151-8
  20. Zeithaml VA, Mary JB . Service Marketing," NewYork, NY: Mcgraw-hill, Inc, 1996.
  21. Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles. "Relationship quality in services selling: an interpersonal influence perspective." The journal of marketing pp. 68-81, 1990.
  22. Sternthal, Brian, Ruby Dholakia, and Clark Leavitt. "The persuasive effect of source credibility: Tests of cognitive response." Journal of Consumer research, pp. 252-260, 1978.
  23. Reichheld, Frederick F., and Phil Schefter. "E-loyalty." Harvard business review Vol. 78, No 4, pp. 105-113, 2000.
  24. Dwyer, F. Robert, Paul H., Schurr and Sejo Oh., "Developing Buyer-Seller Relationships", Journal of Marketing, 1987.
  25. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. "The American customer satisfaction index: nature, purpose, and findings." The Journal of Marketing, pp.7-18, 1996.
  26. Abdi, Herve, and Lynne J. Williams. "Principal component analysis." Wiley Interdisciplinary Reviews: Computational Statistics 2.4 pp.433-459, 2010. https://doi.org/10.1002/wics.101
  27. Sedgwick, Philip. "Pearson's correlation coefficient." BMJ 345, 2012.