IR Activities and Relationship Marketing

• 발행기관: 한국마케팅과학회
• 저자명: Kyung Hoon Kim Kcc Hong Park Hak II Moon
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』마케팅과학연구 춘계논문집 2003, 303~320쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2003.05.01

국문 초록

The purpose of this study was to examine the relationship between IR(Investor Relations) activities and relationship marketing toward shareholders. This study constructed a research model delineating relationships between IR activities and relationship marketing variables based upon literature review and extensive interviews with IR experts. LISREL analysis upon empirical data was conducted. IR activities were found to be the key determinants of Trust and Commitment of investors. Trust and Commitment were found to be positively related to firms' performance. Thus, IR activities had positive effects on a company's relationship marketing and performance.