Earticle

과거 마케팅 경로와 관련된 연구들은 주로 제조업체와 유통업체 간 관계를 다룬 전방경로 중심의 연구이었고, 제조업체와 공급업체 간 관계를 다룬 후방경로에 대해서는 관심이 적어왔다. 때문에 마케팅 경로 연구 결과들을 공급체인 전체에 적용하는데는 여러 가지 한계를 가지고 있어 왔다. 본 연구는 이러한 한계를 극복하기 위해 공급체인의 후방경로에서 일어나는 관계관리에 관해 다루고 있다. 구체적으로 본 연구는 공급체인 구성원인 구매자와 공급자의 관계를 강화시키기 위한 공급체인관리 전략 중 사회화 과정과 공급업체 통합이 관계자본과 관계만족, 그리고 재무적 성과에 어떠한 영향을 미치는 지 규명하고 있다. 총 100개의 공급업체를 대상으로 설문조사를 실시하였고, PLS(Partial Least Square) 구조모형분석을 이용해 분석한 결과 첫째, 제조업체의 공급업체 사회화 과정은 관계자본의 구성개념 중 투명성을 강화하였고, 공급업체 통합은 신뢰와 투명성, 파트너 상호작용 등 관계자본의 모든 구성개념들을 강화하였다. 하지만 사회화과정은 신뢰와 파트너 상호작용에 유의적인 영향을 미치지 않았다. 한편 관계자본이 공급체인 성과에도 긍정적인 영향을 미쳤는데, 신뢰는 거래만족과 재무성과를 모두 강화하였고, 파트너 상호작용은 재무성과를 강화하였다. 하지만 투명성은 거래관계 만족과 재무성과에 유의적인 영향을 미치지 않았다.

Nowadays, companies introduce supply chain management(SCM), which is focused on relations with partner corporations through socialization processes and utilize it as a way of improving competitiveness. This study is to understand factors for strengthening the relationship between buyer and supplier, which are two factors of a supply chain, and to investigate the effect of relational capital, a result of an inter-business relationship. Many companies pursue unity with partner business as a part of socialization effort, and form relational capital. The purpose of this study is to solve the problem of how empirical effect comes out as a result of the development between a company and the partner company. This study is an empirical analysis about the question of which strategy needs to be used in order to develop cooperative relationship between buyer and supplier. A company becomes to have a peculiar character of its own through the socialization processes. And, it seems that the extent of relationship with the partner company enhance a level higher through structural unity in the supply chain. For this reason, relational capital takes shape through relationships. In this study, factors of relational capital are defined as trust, transparency, and partner interaction between partners. Relational capital, which is a result of relationship formation between companies, would positively affect strengthening the company's competitiveness. We conducted a survey on the effect of relational capital to satisfaction of the business relationship as well as to financial result. Followings are the result of this study: First, the relational capital is formed through the socialization process of a company with the partner company. Socialization process showed a positive effect on transparency and partner interaction of the three factors of relational capital. According to the statistical results, on the other hand, socialization process hasn't influence on trust significantly. However, we cannot decide socialization process does not affect trust, although it is not just statistically significant. Because we can notice in literature review that in order to form a relational capital, the relationship should be done on the basis of trust. The sample I used in this study was the result of a survey targeted to suppliers, and I can explain that this result came out because there are few differences between relationship of the buyer and that of the supplier. Second, companies would build a unified structure as a part of socialization process with the partner company, in order to streamline SCM more efficiently and effectively. I can say that unifying supply chain structure makes operating several companies such as a single company. According to the survey targeted suppliers, all the relational capital of trust, transparency and partner interaction showed statistically significant result in proceeding unification. Hence, it is an important business strategy that companies make the relationship more concrete by vertical integration, and at the same time improve their competitiveness by transition of structure. Third, there came out statistically significant result about the effect of relational capital, which is formed by socialization process and unification of structure between companies, to satisfaction of the business relationship as well as to financial result. However, in the case of transparency, which is one of variables in relational capital, there was not any significant result, with regard to satisfaction of the business relationship and financial result. It can be interpreted that there is little special influence on satisfaction of the business relationship and financial result because companies thesedays are highly conscious of morality and regulations. But, on the other hand, it is needed to be cautious that this result is stemed from the realistic aspect of each company's high level of security over their information inside. Companies can become competitive by utilizing this research results to form continuous and systematic relationship with their business partners. Specifically, creating competitive channel composition and distribution methods will insure the company a steady progress.

서비스 기업이 기존 고객의 이탈을 최소화하기 위해서는 철저한 고객서비스를 통하여 고객 불평을 위시한 서비스 실패 상황이 발생하지 않아야 함에도 불구하고 현실적으로는 서비스 실패가 발생하고 있다. 본 연구는 서비스 실패의 심각성, 통제성과 회복만족 간의 영향관계와 회복만족, 관계결속, 전환의도, 구전의도 간의 영향관계를 확인하고, 서비스 실패의 심각성, 통제성과 회복만족 간의 관계에서 세 가지 차원의 서비스 공정성 - 절차 공정성, 분배 공정성, 상호작용 공정성 - 의 조절효과를 살펴보았다. 대형마트를 이용한 고객 중 실패를 경험한 고객을 대상으로 자료를 수집했으며, 연구결과는 다음과 같다. 서비스 실패의 심각성은 회복만족에 유의한 영향을 미치는 것으로 나타난 반면, 서비스 실패의 통제성은 회복만족에 유의하지 않은 것으로 나타났다. 회복만족은 관계결속과 구전의도에 각기 유의한 영향을 미치는 것으로 나타났으나, 전환의도에는 유의하지 않은 것으로 나타났다. 그리고 관계결속은 구전의도와 전환의도에 유의한 영향을 미치는 것으로 나타났다. 서비스 공정성의 조절효과를 살펴보면, 심각성과 회복만족 간의 관계에 있어서 절차공정성과 분배 공정성, 상호작용 공정성의 세 차원은 조절효과가 있는 것으로 나타났다. 또한 통제성과 회복만족 간의 관계에서 절차 공정성과 분배 공정성은 조절효과가 있는 것으로 나타난 반면, 동일한 두 변수의 관계에서 상호작용 공정성은 조절효과가 없는 것으로 나타났다.

The purposes of this study are to investigate the relationships of service failure severity, controllability and recovery satisfaction, and to examine the relationships of recovery satisfaction, relationship commitment, switching intention, and word-of-mouth intention. The study also examines the moderating effects of the three justice dimensions on the relationships of the service failure severity and controllability, and recovery satisfaction. Data were collected from customers who have been visiting culture center at hypermarkets located in two metropolitan cities. 605 questionnaires were distributed for two weeks and 205 of them were used for the analysis. The results are summarized as following. First, the service failure severity impacts negatively on the recovery satisfaction, while the relationship of service failure controllability and recovery satisfaction is not supported. Second, the moderating effects of the three justice dimensions on the relationships of service failure severity and controllability, and recovery satisfaction are mostly supported. However, the moderating effect of interactional justice on the relationship of service failure controllability and recovery satisfaction is not supported. Third, the recovery satisfaction impacts positively on relationship commitment and word-of-mouth intention, while the relationship of the recovery satisfaction and switching intention is not supported. And the relationship commitment also impacts positively on word-of-mouth intention and switching intention.

본 연구는 TEARS 모델 측면에서 유명인 광고모델 속성의 광고효과를 분석해 보았다. 이러한 연구를 위해 광고모델의 속성인 신뢰성과 매력성, 광고태도, 브랜드태도 및 구매의도 간의 관계에 관한 문헌연구를 통해 연구모형을 제시하고 실증연구를 위한 가설을 도출하였다. 가설을 검증하기 위해 부산․경남과 대구․경북지역의 거주자로 우유구매 경험이 있는 소비자를 표본으로 선정하였다. 설문의 내용은 기존의 문헌들을 검토하여 구성하였으며, SPSS 12.0과 LISREL 8.7을 이용해 가설을 검정하였다. 분석결과, 광고모델 신뢰성에 속하는 신용성과 전문성은 광고태도에 유의한 영향을 미치지 않은 것으로 나타났고 광고모델 매력성에 속하는 신체적 매력 또한 유의한 영향을 미치지 않은 것으로 나타났지만 존경과 유사성은 유의한 영향을 미치는 것으로 나타났다. 이 중 존경이 유사성보다 크게 지지되었음을 발견하였다. 그리고 광고태도는 브랜드태도에 정의 영향을 보였고 브랜드태도는 구매의도에 정의 영향을 미쳤으며 광고태도 역시 구매의도에 정의 영향을 미치는 것으로 나타났다.

The present study analyzed the impact of endorser‘s (Kim, Yeun-A) credibility and attractiveness on attitude-toward-the-ad, attitude-toward-the- brand, and purchase intentions by TEARS model. We surveyed 266 consumers who viewed a fictitious ad for a milk company. The data was compiled from 266 questionnaires. 300 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. The subjects of the survey were male and female consumers purchasing milk at stores in Busan, Gyeongnam and Daegu, Gyeongbuk. It was carried out between May 24 and June 06, 2010. They rated the credibility and attractiveness of the ad's endorser, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. The data was analyzed by frequency analysis using SPSS 12.0 and Structural Equation Modeling using LISREL 8.7. The result of the overall model analysis is as follows: Chi-Square=588.38, d.f.=281, p-value=0.00, RMSEA=0.064, RMR=0.049, SRMR=0.047, GFI=0.85, AGFI=0.82, NFI=0.97, NNFI=0.98, CFI=0.98. The results of the study show that trustworthiness and expertise of the endorser's credibility had no impact on attitude-toward-the-ad, and the physical attractiveness of the endorser had no impact on attitude-toward-the-ad. On the other hand, respect and similarity as endorser attractiveness had impact on attitude-toward-the-ad. It was found that respect had a significant influence on attitude-toward-the-ad than similarity. The findings suggest that endorser respect and similarity play an important role in consumers' reactions to advertisements and brands. Also attitude toward the ad had impact on attitude toward the brand, attitude toward the brand had impact on purchase intentions, and attitude toward the ad had impact on purchase intentions.

이 연구는 브랜드에 대한 긍정적 행동의도에 영향을 미치는 매개요인으로 브랜드개입과 선호도유창성 개념을 도입하고, 정보처리유창성의 긍정적 행동의도효과를 매개하는가를 탐색하였다. 실험대상으로 갤럭시SⅡ 브랜드를 선정하여, 2×2(개념적 유창성의 고저, 지각적 유창성의 고저)의 실험설계를 하고, 4개의 집단별로 70부의 설문지를 배부하고 회수하여 실증분석하였다. 지각적 유창성이 개념적 유창성과 선호도유창성에 직접적으로 영향을 미치고, 또 개념적 유창성이 브랜드개입에 직접 영향을 미치는 것으로 탐색되었다. 즉 지각적 유창성이 개념적 유창성과 선호도유창성에 영향을 미치는 직접효과와 개념적 유창성과 브랜드개입을 통하여 선호도유창성에 영향을 미치는 간접효과를 탐색하였다. 그리고 선호도유창성과 브랜드개입이 긍정행동의도에 직접 영향을 미치고, 브랜드개입이 선호도유창성에 긍정적으로 영향을 미치는 것으로 탐색되었다. 따라서 브랜드개입과 선호도유창성이 지각적 유창성과 개념적 유창성의 긍정행동의도에 대한 효과를 매개함을 식별하였다.

This study focuses on the indirect effects of processing fluency on positive behavioral intention, and explores the mediating roles of brand engagement and preference fluency. To verify the indirect effects author selected Galaxy SⅡ as the experimental brand and developed four types of scenarios and story boards which were different from each other in views of levels of conceptual fluency and perceptual fluency. Four types of scenarios and story boards consist of high conceptual fluency/high perceptual fluency, high conceptual fluency/low perceptual fluency, low conceptual fluency/high perceptual fluency, and low conceptual fluency/low perceptual fluency. The author collected 280 questionnaires from the four groups of 70 undergraduate students each, and analyzed all of the questionnaires that have no problems. The results of testing hypotheses are as follows. Brand engagement can be strengthened under conditions of conceptual fluency and has direct positive influences on positive behavioral intention. Preference fluency can be strengthened under conditions of conceptual fluency and perceptual fluency and also has direct positive influences on positive behavioral intention. And there are also mediating roles of brand engagement on the effects of conceptual fluency on preference fluency. To be involved, occupied, and interested in the brand, it is necessary for the brand information to be processed easily, and the brand engagement influences positively on preference fluency. Taken together, the results of empirical study are summarized as follows. Brand engagement plays mediating roles both between processing fluency and preference fluency and between processing fluency and positive behavioral intention. Preference fluency plays mediating roles both between processing fluency and positive behavioral intention and between brand engagement and positive behavioral intention.

본 연구는 모브랜드의 자산 수준, 모브랜드와 확장제품간 유사성 수준이 확장평가에 대해 어떠한 영향을 보여주는 지 초점을 맞추고 진행되었다. 구체적으로는, 고자산브랜드의 경우 유사확장과 비유사확장 모두에서 브랜드중심의 사고 경향으로 인해 확장평가가 비슷하게 높게 나타날 것으로 예상하였으며, 저자산브랜드 역시 유사, 비유사 확장 모두에서 브랜드중심 사고가 일어나면서 평가는 비슷하게 낮게 나타날 것으로 예상하였다. 중자산브랜드의 경우 유사확장에서는 브랜드중심 사고로 평가가 높게 나타나는 반면 비유사확장에서는 제품중심 사고로 인해 평가가 상대적으로 낮게 나타날 것으로 예상하였다. 이를 실증하기 위해, 3(모브랜드자산수준: 고/중/저) × 2(모브랜드-확장제품간 유사성: 유사/비유사)의 집단간 디자인을 설계하여 두 번의 실험을 실시하였는데 가설은 모두 지지되었다. 실험1에서는 내구재제품인 자동차브랜드를 대상으로 실증하였으며, 실험2에서는 서비스인 호텔브랜드를 대상으로 실증하여 연구 결과의 일반화 가능성을 높였다. 아울러 실험2에서는 확장제품평가시의 사고유형을 테스트하여 확장평가시의 인지적 프로세스에 대한 이해를 넓혔는데, 고자산브랜드의 경우 긍정적 방향의 브랜드중심사고, 저자산브랜드는 부정적 방향의 브랜드중심사고, 중자산브랜드의 경우 유사확장에서는 긍정적 방향의 브랜드중심사고, 비유사확장에서는 부정적 방향의 제품중심사고가 각각 일어난 것으로 나타났다.

This research addressed the interactive influences of parent brand's equity level and parent-extension similarity level on brand extension evaluation. As differed from previous researches of brand extension, we first incorporated three different levels(high vs. moderate vs. low) of parent brand equity classified by customer based brand equity model of Keller(1993) and its interactive effects with parent-extension similarity(similar vs. dissimilar) on extended product. Additionally we raised the issue of underlying cognition during extension evaluation with the distinguishing of brand-focused versus product focused thinking toward extension across different similarity conditions. Specifically, we predicted that there is no evaluative difference between similar extension and dissimilar extension in the condition of high-equity parent brand due to focused on higher reputation or image of parent brand during the extension evaluations. Also in the context of low-equity parent brand, we expected that thinking focused on lower reputation or image of parent brand will produce negative extension evaluations regardless of similarity level. On the other hand, at the situation of moderate equity brand, our hypothesis is that similar extension will augment brand-focused thinking featured with parent brand's positive image which drives relatively positive extension evaluation, while dissimilar extension will pronounce product-focused thinking composed of doubt on extended product performance that leads to relatively negative extension evaluation. In order to verify our predictions, we executed a 3(parent brand's equity level: high/moderate/low) × 2(similarity level: similar/dissimilar) between subjects factorial design, and also two-way ANOVA supported above our all predictions. We broadened generalization of our results via two subsequent experiments, first is for automobile brands, second is for hotel brands. Finally we developed some contributions for understanding of cognitive processes of extension evaluation with the approach of thinking style which can be classified into both brand centric such as parent brand reputation or image related thoughts and product centric like extended product performance or function related associations.