• 가족자원경영과 정책
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• 제12권3호
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• pp.1-21
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• 2008

Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.

• Asia Marketing Journal
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• 제15권4호
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• 유통과학연구
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• 제14권9호
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• pp.15-24
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• 2016

Purpose - Key account management is a supplier company initiated relational approach that has received great attention from both academics and practitioners manifested in the business-to-business relationship literatures. However, there is widespread debate and contention on what should be the underlying theoretical base for defining this vital part of relationship marketing. With the insights from the social exchange theory, present paper explores how social exchange affects the dynamic nature of key account management relationship at the organizational level. Research design, data, and methodology - The paper follows a comprehensive review approach to examine the relationship between social exchange theory and key account management approach. Conceptual arguments and findings are assessed across studies with the main objective of showing how social exchange theory develops the governance mechanism in maintaining the key account relationship. Results - Since relational norm is considered as a glue for the maintenance of buyer-seller relationship in social exchange theory, factors develop the non-contractual governance mechanism 'relationship' in business-to-business relationship and this norm replaces or supplements more formal governance mechanisms such as contracts are explored. Conclusions - This paper advances central relational norm to manage the company's most important key customers and demonstrates how this norm can be developed in buyer-seller key account relationship. Implications from this new perspective are forwarded.

• 정보처리학회논문지D
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• 제9D권4호
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• pp.733-744
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• 2002

본 연구는 전통적인 관계마케팅의 기본모형을 보완하여 e-비지니스에 적용 할 수 있는 실행모형을 제시하였다. 인터넷 쇼핑몰을 중심으로 한 고객관계의 특성 및 영향 요인에 대한 실증분석을 하였다. 본 연구에서는 관계형성의 영향요인으로 커뮤니케이션 이론을 적용하였다. 통제 가능한 요인인 커뮤니케이션 특성이 e-비지니스에서 관계의 신뢰와 몰입을 중심으로 장기지향성에 미치는 영향정도를 파악하고자 하였다. 분석 결과 인터넷 쇼핑몰이 제공하는 정보의 질이 좋을수록 고객의 신뢰에 유의한 영향을 미치며 고객에 대한 쇼핑몰의 반응이 좋을수록 고객의 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 또한 고객의 신뢰가 높을수록 관계몰입에 유의한 영향을 미치며 고객의 신뢰와 관계몰입이 높을수록 각각 장기지향성에 유의한 영향을 미치는 것으로 나타났다.

• 한국유통학회지:유통연구
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• 제10권2호
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• pp.49-72
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• 2005

상호의존성은 유통경로상에 존재하는 기본적 특성으로서 오랫동안 유통분야에서 관련연구들이 활발하게 진행되어 왔다. 특히 갈등은 유통경로상의 거래관계를 특징짓는 주요 특성으로서 상호의존성과 갈등 간 관계를 규명하는 것은 의미하는 바가 크다. 그러나 사회학 분야에서는 상호의존성과 갈등 간 관계를 설명하는 상반된 이론이 존재하며, 마케팅 분야에서도 상호의존성과 갈등 간 관계에 대해서 상반된 연구결과가 제시되었다. 이에 본 연구에서는 상호의존성과 갈등 간 관계에 대해 대립된 설명을 하고 있는 쌍무적 억제이론과 갈등나선형이론 등의 사회학 이론을 활용하여 붙균형적 상호의존성과 갈등간 비선형적 관계를 제안하고, 이를 위해 소방관련 전문공사업체들과 공급업체들로부터 설문데이타를 수집하여 불균형적 상호의존성과 갈등간 역U형태의 관계가 있음을 증명하고자 한다. 분석결과 구매업체집단과 공급업체집단 모두에서 상호의존성의 총합이 높을 때 불균형적 상호의전성과 갈등간 비선형적 관계가 통제적으로 유의미하게 도출되었다. 마지막으로 몇 가지 학문적 시사점들과 한계점 및 향후 연구 과제를 제시하였다.

• The Journal of Asian Finance, Economics and Business
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• 제7권7호
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• pp.279-291
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• 2020

This study aims to develop the concept of innovation models with the marketing channel construct approach, marketing innovation, product segmentation, and customer insight; as well as improvements to the theory of resource-based combined with the method of service-dominant logic. This study approach is based on quantitative descriptive conducted with three stages of testing scenarios. The first test is the mapping of the innovation model construct through testing the validity and reliability with the moderation of customer orientation variables. The second scenario examines the relationship of influence between the independent variables on the dependent variable of 29 hypothetical analysis equation modeling. The unit of analysis was conducted on 497 SMEs involved in the food and beverage sectors, with the criteria being SMEs must have a rating of 4-5 points on the Go-Food applications software. The results shown that: 1) the construct used to develop an innovative model both directly and via moderation is positive and significant; 2) Through a complicated relationship that involves all components of the variable, it outlines a positive and significant effect except for the path of analysis (μ5). The theoretical and managerial implications state that the service-dominant logic approach and resource-based view theory have extreme reliability and interrelations.

• 융합경영연구
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• 제2권1호
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• pp.1-17
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• 2014

In today's highly competitive and fast changing business environment, key account management-a supplier company initiated relationship marketing approach targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties' financial and nonfinancial objectives- has regarded as a strategic weapon of many companies' sales efforts to manage their strategically important customers. On the basis of the existing studies, this research introduces a theoretical model highlighting the hypothetical relationship between key account management performance and repeat order. In addition, moderating effect of length of relationship on the relationship between key account management performance and repeat order is also introduced. We theorize the conditions under which key account management performance influences key customer repeat order behavior as well as the influence of moderating variable of length of relationship on key account management performance-repeat order relationship. Theoretical and managerial implications are provided along with suggestions to isolate a platform for future empirical research.

• 마케팅과학연구
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• 제19권2호
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• pp.40-52
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• 2009

Franchising is one of the fastest growing types of business. It is already popular and well-known in the U.S., and has been growing in many other countries including Korea. Furthermore, many Korean franchising companies have expanded their business overseas actively. According to the data by the Ministry of Industry and Resource, 82 companies out of a sample of 500 franchising companies are already operating in many foreign countries and 48% of them have started their foreign business since 2006. This clearly indicates the fast growing current trend of foreign operation by Korean franchising companies. In spite of the fast growing trend of foreign expansion in the industry, academic research on internationalization of franchising companies is extremely difficult to find. Accordingly, academic research on the issue is necessary and urgent in Korea. Among the various research questions on internationalization of franchising business, this study intends to investigate the difference in organizational factors between the franchising companies doing foreign operation and those doing business only domestically. More specifically, this research has the following purposes. First, considering the lack of theoretical basis of previous studies, resource-based theory and agency theory are employed as the theoretical bases. Second, this study explains the difference in internationalization based on organizational factors such as company size, history and growth rate. Third, the five hypotheses regarding the difference in organizational factors are presented and tested empirically, which is the first attempt in the area of this topic. Finally, the study attempts to clarify the conflicting implications among theories regarding some organizational factos such as growth rate. As the theoretical background, resource-based theory and agency theory are discussed. According to resource-based theory, a firm can grow continuously when it has competence and resource, and also the ability to develop them. The competence and resource can include capital, human resource, management skill, market information, ability to manage risk, etc. Meanwhile, agency theory views the relationship between franchisor and franchisee as an agency relationship. In agency theory, bonding capability and monitoring capability are the two key factors which promote internationalization of franchising companies. Based on the two theories, a conceptual model is designed. The model consists of two groups of variables. One is organizational factors including size, history, growth rate, price bonding and geographic dispersion. The other is whether a franchising company is operating overseas or not. We developed the following five research hypotheses basically describing the relationship between organizational factors and internationalization of franchising companies. H1: The size of franchising companies operating overseas is larger than that of franchising companies operating domestically. H2: The history of franchising companies operating overseas is longer than that of franchising companies operating domestically. H3: The growth rate of franchising companies operating overseas is higher than that of franchising companies operating domestically. H4: The price bonding of franchising companies operating overseas is higher than that of franchising companies operating domestically. H5: The geographic dispersion of franchising companies operating overseas is wider than that of franchising companies operating domestically. Data for the analyses are obtained from 2005 Korea Franchise Survey data co-generated by Ministry of Industry and Resource, GS1 Korea, and Korea Franchise Association. Out of 2,804 population companies, 2,489 companies are excluded for various reasons and 315 companies are selected as the final sample. Prior to hypotheses tests, validity and reliability of the measures of size, history, growth rate and price bonding are examined for further analyses. Geographic dispersion is not validated since it is measured using nominal data. A series of independent sample T-tests is used to find out whether there exists any significant difference between the companies internationalized and those operating only domestically for each organizational factor. Among the five factors, size and geographic dispersion show significant difference, growth rate and price bonding do not reveal any difference and, finally, history factor shows conflicting results in the difference depending on how to measure it.