B2B 구전에서 전문성과 관계성의 역할

• 발행기관: 한국산업경영학회
• 저자명: 노규익 이형탁
• 간행물 정보: 『한국산업경영학회 발표논문집』2017년도 춘계학술대회 발표논문집, 443~448쪽, 전체 6쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.04.21

영문 초록

The objective of this research is to study factor of word-of-mouth that affect B2B relationship form a B2B marketing perspective. In the B2B relationship, the specialist plays a role of connecting the supplier with the buyer, and the expert influences the buyer to select the supplier by conveying the information of the supplier s product and company to the buyer. In other word, the expert’s word-of-mouth about the supplier is an important cue to the buyer who does have not enough information to judge the continuous transaction with the supplier.

목차

Ⅰ. 서 론

Ⅱ. 선행 연구

Ⅲ. 연구모형과 가설

Ⅳ. 연구조사 설계

키워드

BtoBt Word-of-mouth relationship between suppliers and buyers