자판기운영업에서 거래기업 특성이 신뢰와 전환비용 그리고 관계지속의도에 미치는 영향 (The Effect of Service Supplier’s Characteristics on Multi-dimensional Trust, Switching Cost and Relationship Continuity in Vending Machine Operation Industry)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 24권 / 4호 / 23 ~ 49페이지
· 저자명 : 조대영, 이호택

초록

2017년 서비스업 조사에 따르면 우리나라 자판기운영업은 대략적으로 1,260억원 규모의 시장에 350여개 기업이 참여하고 있다. 최근 동반성장위원회는 해당 업종을 생계형 적합업종으로 중소벤처기업부에 추천하였는데 그 이면에는 시장규모의 지속적인 감소와 대기업의 매출유지에 따른 소상공인 자판기운영업체들의 시장점유율 축소 그리고 사업의 영세성에 기인한 것으로 보인다. 이러한 상황에서 본 연구는 자판기운영업체들의 어떠한 특성들이 위탁사들의 신뢰와 전환비용을 이끌어내는데 주요한 영향을 미치는지 알아보기 위해 진행되었다. 거래기업의 특성을 기업평판(가설1), 대안의 매력도(가설2), 맞춤서비스 제공의도(가설3)로 구분하고 이러한 기업특성이 전문성, 호의성, 진실성 신뢰에 미치는 차별적인 영향과 다차원적 신뢰가 경제적, 절차적, 관계적 전환비용에 미치는 영향(가설4~6) 그리고 다차원적 전환비용이 관계지속의도에 미치는 영향(가설7)을 규명하였다. 전국에 자판기를 설치 및 운영하고 있는 모든 업체들을 대상으로 설문을 진행하여 이 가운데 211부의 설문지를 분석대상으로 활용하여 구조방정식 분석을 통해 가설을 검증한 결과 가설2와 가설5를 제외한 모든 가설이 지지되었다. 이러한 연구결과는 학문적으로 자판기운영업체가 지니고 있는 기업특성이 다차원적 신뢰에 차별적인 영향을 미친다는 점을 규명하였다는 것과, 기존의 신뢰와 전환비용 간 연구가 B2C 관점에 초점을 두고 이루어졌다면 B2B 관점으로 연구영역을 확대하였다는 시사점을 지니며, 실무적으로는 자판기운영업 수탁기업에게 필요한 거래기업 특성과 세부적인 차원의 전환비용을 높이기 위해서 필요한 신뢰의 차원들에 대해 규명하였다는 점을 독자들에게 시사한다.

영어초록

According to the 2017 service industry survey, some 350 companies are participating in the roughly 126 billion won market in Korea. Recently, the Commission on Shared Growth recommended the industry to the Ministry of Small and Medium Venture Businesses as a suitable breadwinner, apparently due to a continued decrease in market size, reduced market share of small-scale vending machine operators due to the retention of large companies' sales, and small-scale businesses. Under these circumstances, this study was conducted to find out what characteristics of vending machine operators have a major impact on the trust and conversion costs of consignors. Service supplier’s characteristics were divided into the corporate reputation (hypothesis 1), alternative attractiveness (hypothesis 2), and the willingness to customize (hypothesis 3), and the differentiating effect of these characteristics on the multi-dimensional trust such as competence, benevolence, and integrity, and the effect of multi-dimensional trust on multi-dimensional switching cost such as economic, procedural and relational switching cost (hypothesis 4~6). In addition, the effects of multi-dimensional switching costs on the relationship continuity(hypothesis 7) were identified.
The survey was conducted on all companies that installed and operated vending machines across the country and verified the hypothesis by analyzing the structural formula using the questionnaire in part 211 of them for analysis, and all hypotheses except hypothesis 2 and hypothesis 5 were supported.
The results of hypothesis testing are as follows.
First, the difference in positive influence of service supplier’s characteristic factors (corporate reputation, and willingness to customize) on multi-dimensional trust (competence, benevolence, and integrity) has confirmed that the corporate reputation has a very positive effect on multi-dimensional trust. In particular, it has been confirmed that the corporate reputation has a greater influence on competence among the level of trust, and that the attractiveness of the alternative has no effect on multi-dimensional trust. Though it was expected to have the greatest impact on trustworthiness, but not supported, among the dimensions of trust. It is estimated that this result is due to the fact that 90% of consignees in the vending machine distribution industry are small and medium-sized enterprises, and that it is difficult to compare the attractiveness of alternatives with the benefits provided by existing consignors or a small number of consignors in the real world where transactions are maintained through human relations. And in general, the integrity of the counterparty in a consignment transaction for the operation of the vending machine could not be considered to have affected it because it would take for granted. It has been confirmed that the intention of providing tailored services has a positive effect on trust in competence, benevolence, and integrity among multi-dimensional trust. However, willingness to customize would have the greatest impact on trust in benevolence was not statistically significant.
Second, it was inferred that multi-dimensional trust (competence, benevolence, and integrity) has a positive effect on multi-dimensional switching costs (economic, procedural and relational). Therefore, the Board decided to expand the scope of the variables and theories by applying multi-dimensional switching costs that have been studied from B2C perspective to B2B, and to demonstrate that multi-dimensional trust can be a prerequisite for multi-dimensional switching costs. The analysis found that professional trust among multidimensional trust has a positive effect on both economic switching costs, procedural switching costs and relational switching costs. This is consistent with a study by Cook and Wall (1980), which analyzed that the degree of professionalism of an operations manager affects confidence in the operations manager. The increased confidence in favor of multi-dimensional trust was expected to increase the level of economic switching costs, procedural switching costs and relational switching costs, but not all of them were found to have an impact. That is because, from a practical standpoint, the importance of the consignment entity as a valuation component of the goodwill of the trustee is not high and does not affect it because of differences in the notion that the gains from the transaction conversion are relatively greater. It has been found that trust in veracity among multidimensional trust has a positive effect on economic switching costs, procedural switching costs and relational switching costs.
Finally, after verifying the difference in influence of multi-dimensional switching costs on the relational speed, the effect of multi-dimensional switching costs on the relational speed was very positive. This shows that multi-dimensional switching costs have a positive effect on the relational speed, and that the economic switching costs, procedural switching costs, and relational switching costs have been found to be the key prerequisites of the relational speed.

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