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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 48, No. 6, pp.1643-1668
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2019
Received 21 May 2019 Revised 25 Oct 2019 Accepted 02 Nov 2019
DOI: https://doi.org/10.17287/kmr.2019.48.6.1643

기업 간 거래에서 기업의 사회적 책임활동과 관계의 질(관계만족, 신뢰, 관계몰입) 간의 관계

홍성준* ; 박종철**
*(주저자) 순천향대학교 경영학과 hongbob@sch.ac.kr
**(교신저자) 조선대학교 경영학부 pjc4887@chosun.ac.kr
The Relationship between Corporate Social Responsibility Activities and Relationship Quality(Relationship Satisfaction, Trust, Relationship commitment) in B2B Transactions
Sungjun Hong* ; Jongchul Park**
*Professor, Department of Business Administration, Soonchunhyang University, First Author
**Professor, Division of Business, Chosun University, Corresponding Author

초록

그동안 기업의 CSR활동이 기업 간 관계구축을 유도하여 기업성과를 창출할 가능성이 존재함에도 불구하고, 기업의 사회적 책임활동(corporate social responsibility activities: 이하 CSR활동)과 관계마케팅을 접목하려는 시도는 많지 않았다. 이에 본 연구는 기업 간(business to business : 이하 B2B)거래에서 관계구축 전략의 일환으로 CSR활동과 관계마케팅에서 관계성과를 매개하는 대표적인 변수인 관계의 질 간의 관계를 통합적 관점에서 고찰하였다.

기존 연구들은 CSR활동과 관계의 질을 구성하는 개별 변수와의 관계를 제한적으로 살펴보았을 뿐만 아니라 관계의 질구성요인 간의 선후관계가 혼재되어 있었다. 관계마케팅의 관점에서도 기존 연구의 관계구축 전략이 실무에 실행지침을 제시하는데 미흡하다고 판단하였다. 이에 본 연구는 CSR활동을 관계구축 전략으로 보고 사업수행 CSR활동, 자선적 CSR활동의 두 가지 CSR활동이 통합적 관점에서 관계의 질 구성요인에 각각 어떠한 차별적 영향력을 미치는지, 나아가 관계의 질 구성요인 간의 선후관계 및 관계성과와의 관계를 확인하였다.

208개 B2B기업을 대상으로 한 실증분석결과, 사업수행 CSR활동은 관계만족, 신뢰, 관계몰입에 긍정적 영향을 미치는 것으로 나타났고, 직접 이해관계가 없는 2차 이해관계자를 대상으로 한 자선적 CSR활동과 관계만족 및 관계몰입 간의 긍정적 영향력을 확인하였다. 관계의 질 구성요인 간의 관계는 “관계만족 → 신뢰 → 관계몰입”의 인과관계를 나타내는 것으로 분석되었다. 마지막으로 관계의 질과 성과 간의 관계에서 관계만족의 관계성과에 대한 영향력은 통계적으로 유의하지 않았고, 신뢰와 관계몰입은 관계성과에 긍정적 영향을 미치고 있는 것으로 나타났다.

본 연구는 B2B거래관계에서 CSR활동과 관계마케팅 영역의 통합가능성을 보여주었을 뿐만 아니라 기업의 CSR활동이 관계구축 전략으로 사용될 수 있음을 보여주었다. 또한 혼재되어 있던 관계의 질 간의 관계를 재검증하고, 이들과 성과 간의 관계를 확인하였다는 점에서 의의가 있다.

Abstract

Despite the potential of CSR to drive relationship-building and improve the relationship performance, extant research to integrate corporate social responsibility (CSR) and relationship marketing has been scarce. This study investigates the relationship between CSR, as a relationship-building strategy in business to business (B2B), and relationship quality, which is the key variable mediating relationship performance in relationship marketing.

Previous studies have only examined the relationship between CSR and individual variables that constitute relationship quality, and also the relationship among the factors of the relationship quality was not confirmed. Further, relationship marketing strategies suggested in the extant studies are insufficient to provide the implementation guidelines in practice.

Specifically, in this study, the authors conceptualize CSR as a relationship-building strategy and examine how two CSR activities of business practice CSR and philanthropic CSR have an impact on the relationship quality, the inter-relationship among the factors of the relationship quality, and the relationship between the factors of the relationship quality and relationship performance.

As a result of the empirical analysis with 208 B2B companies, it was found that the business practice CSR activities had a positive effect on relationship satisfaction, trust, and relationship commitment. Furthermore, the authors also confirmed that the philanthropic CSR activities in terms of the secondary stakeholders who have no direct interest, influences on the relationship satisfaction and relationship commitment. The relationship between the quality factors of relationship quality were analyzed to suggest the causal relationship as “relationship satisfaction → trust → relationship commitment”.

Finally, in the relationship between relationship quality and relationship performance, the influence of relationship satisfaction on relationship performance was not statistically significant whereas trust and relationship commitment was found to have a positive effect on relationship performance.

This study not only highlights the proposition of integration of CSR research and relationship marketing domain in B2B transaction relationship, but also practically provides that CSR can be used as a crucial relationship marketing strategy.

Keywords:

Business Practices CSR, Philanthropic CSR, Relationship Quality, Relationship Satisfaction, Trust, Relationship Commitment

키워드:

사업수행 CSR, 자선적 CSR, 관계의 질, 관계만족, 신뢰, 관계몰입

Acknowledgments

본 연구는 순천향대학교 학술연구비 지원으로 수행하였음/본 연구는 2018학년도 조선대학교 학술연구비의 지원을 받아 연구되었음

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• 저자 홍성준은 현재 순천향대학교 경영학과에서 마케팅 전공 교수로 재직 중이다. 고려대학교 일반대학원 경영학과에서 경영학석사 및 박사학위를 취득하였다. 삼성물산, SK네트웍스, KT마케팅 연구소(現 KT경제경영연구소)에서 근무한 바 있다. 주요 연구분야는 마케팅에서의 혁신과 차별화, 유통전략, 기업 간 거래에서 관계마케팅, 사회적 책임활동 등이다.

• 박종철은 고려대학교 일반대학원에서 경영학석사 및 박사학위를 취득하였으며, 현재 조선대학교 경영학부 마케팅전공 정교수로 재직 중이다. 주요 연구분야는 소비자정보처리 및 소비자의사결정, 그리고 기업의 사회적 책임활동(CSR)과 기부활동 등이다.