한국 중소기업 수출 활성화를 위한 역직구 만족도 제고 방안

• 영문명: A Study on the Improvement of Customer Satisfaction in Reverse Direct Purchases for the Promotion of Exports of Korean SMEs
• 발행기관: 한국무역연구원
• 저자명: 김영두(Young-Doo Kim)
• 간행물 정보: 『무역연구』제17권 제2호, 313~330쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

Purpose - Reverse direct purchase is an emerging useful method for Korean SMEs (Small and Medium-sized Enterprises) to promote exports. While prior studies have looked at reverse direct purchase without considering the size of the firms, this study investigated activation of reverse direct purchase considering the size of the firms. More specifically, in terms of customer satisfaction and Chinese consumers, this study investigated whether there were differences in methods to promote reverse direct purchase between SMEs and large firms. Design/Methodology/Approach - Survey data were collected via an online questionnaire survey of Chinese consumers that had have experienced purchasing Korean products through reverse direct purchase. Correlation analysis was conducted among variables. IPA (importance-performance analysis) and t-test analysis were conducted between SMEs and large firm product users. Findings - As a result of IPA, the area of concentrated improvement for SMEs are value for money, price, delivery length and refund, while the area of concentrated improvement for large firms is value for money. Satisfaction with authentic product, design, quality, product explanation and buying process for SMEs was significantly or marginally significantly lower than those of large firms. Research Implications The implications - of the findings in this study for the activation of reverse direct purchase between SMEs and large firms are described.

목차

Ⅰ. 서론

Ⅱ. 중소기업 역직구에 대한 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Customer Satisfaction IPA (Importance-performance Analysis) Reverse Direct Purchase SMEs (Small and Medium-sized Enterprises)