B2B 서비스 품질이 브랜드이미지와 관계성과에 미치는 영향

초록

This study investigates the influence of components of service quality perceived by B2B buyers on brand image and relationship performance in trading environment by applying dimension of IMP interaction model to service quality of domestic office equipment market in B2B market. In addition, the path difference between low satisfaction group and high satisfaction group on price competitiveness was analyzed. The results of the analysis are as follows; Firstly, B2B service quality has a positive effect on brand image improvement. Therefore, B2B transaction environment needs to be more complicated and organizational service behavior than consumer goods transaction environment. Also, it is considered that the brand image of the buyer can be improved through those efforts. Secondly, B2B service quality has a positive effect on relationship performance. Therefore, in order to improve the relationship performance for the purpose of maintaining the long-term relationship, suppliers are required to systematically and comprehensively improve service quality. Thirdly, brand image has a positive effect on relationship performance. In other words, the past service experience of the organizational buyer to the supplier affects the brand image formation and association, and the brand image thus contributed also contributes to the intention of the organizational buyer to maintain the long- term relationship. Finally, This study analyzed the satisfaction of price competitiveness of products, services and solutions provided by B2B providers using multi-group comparison method. As a result, there was a statistically significant difference between low satisfaction group and high satisfaction group. Therefore, it is found that service quality affects brand image and relationship performance when buyers pay reasonable price and satisfaction of price competitiveness is higher than services.

키워드