Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Impact of Customer Value on Relationship Continuity -Focusing on transaction value, relationship value, appraisal value-

기업 간 거래에서 고객가치가 거래지속성에 미치는 영향 -거래가치, 관계 가치, 평가적 가치를 중심으로-

  • Kim, Hyang-Mi (Group Relations Unit, CEO office, KT) ;
  • Lee, So-Young (Dept. of Information Management, Hoseo Graduate School of Venture)
  • 김향미 (KT 비서실 그룹경영단) ;
  • 이소영 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2016.05.17
  • Accepted : 2016.09.20
  • Published : 2016.09.28
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Abstract

This study starts from the research question that "Why some companies decide to keep working in partnership even when they are not satisfied with the partner companies simply because they are old business partners." The authors try to find the answer in terms of customer value considering the phases of B2B transaction spectrum: transaction value, relationship value and appraisal value implementing empirical research. The result shows that the intension to retain the relation with an existing partner is formed by the trade-off between the benefit and cost of both contract value and relationship value and not the sole value was dominant. The unique point of the study is that current study is considering these two factors as dependent variables which affect the relationship continuity which is not the case in existing researches.

본 연구는 "어떤 기업이 거래 상대로서 매력적이지 않음에도 불구하고, 단지 오랜 기간 거래를 했다는 이유로 관계를 지속하는 원인이 무엇일까?" 라는 연구 문제로 출발하였다. 저자들은 이를 고객 가치로 설명하였으며, 고객 가치를 B2B 거래 관계의 스펙트럼 안에서 거래 가치, 관계 가치, 평가적 가치라는 세 가지 유형으로 구분하여, 거래 지속의도에 미치는 영향에 대해 실증분석을 실시하였다. 그 결과, 기업 간 거래를 유지하는데 있어, 거래 가치 혹은 관계 가치라는 양자택일적인 가치 판단이 이루어지는 것이 아니라, 거래를 지속할 것인지 말 것인지에 관한 의사결정은 거래 가치와 관계 가치를 토대로 평가적인 측면에서 이루어진다는 것을 알 수 있었다. 즉, 기존 연구가 거래 가치 혹은 관계 가치라는 한 측면에서 거래의 지속성을 다루었다면, 본 연구는 이들을 동시에 고려하였다는 점에서 그 의의를 갖는다고 할 수 있다.

Keywords

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