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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제20권 제4호
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2010.1
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293 - 305 (13page)

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If forgiveness plays a role in normalizing and improving relationships in an organization transaction, suppliers and buyers can perform effective relationship marketing by understanding the 'forgiving process' and managing it systematically. Forgiveness based on trust eases customer's dissatisfaction, solves inconvenient relationship problems and eventually influences positively on the performance of suppliers and buyers. The study aims (1) to propose a model on the effect of trust between buyers and suppliers on the tendency to forgive, (2) to examine the forgiving process and relational performance and (3) to suggest research hypotheses in buying-supplying situations of the business service. The proposed framework is concretely based on the process of the antecedents, processes, and consequences of forgiveness. Hypothesis 1 tested the effect of trust toward salesperson and supplying companies on the tendency to forgive of buyers. Buyers’ trust toward supplying companies(t=3.02, p<0.01) positively affected the tendency to forgive of buyers. On the other hand, buyers’ trust toward salespersons does not affect the tendency to forgive of buyers. The finding implies that trust toward companies plays a more important role in the forgiving process. The finding also indicates that in industrial marketing situations companies rather than individual salespeople should be represented as a trustworthy entity. Hypothesis 2 tested the effect of trust toward buyers and buying companies on the tendency to forgive of suppliers. Suppliers’ trust toward buying companies(t=2.66, p<0.05) positively affected the tendency to forgive of suppliers. On the other hand, suppliers’ trust toward buyers does not affect the tendency to forgive of supplier. The finding implies that trust toward companies plays a more important role in the forgiving process. The finding also indicates that in industrial supplying situations buying companies should be represented as a trustworthy entity. Although the finding shows a very consistent pattern with hypothesis 1, the strength of the pattern is stronger in the hypothesis 1. This clearly confirms that buyers’ trust is more meaningful than that of suppliers’ trust even though mutual trust works in the forgiving process. Hypothesis 3 tested the effect of buyers’ tendency to forgive on the forgiving process. Specifically, the relationships between buyers’ tendency to forgive and perceived dissatisfaction, perceived risk, perceived fairness and willingness to cooperate with business partners were verified. Buyers’ tendency to forgive is negatively related to perceived dissatisfaction(t=-15.43, p<0.01) and positively related to perceived fairness(t=3.18, p<0.01) and willingness to cooperate(t=4.36, p<0.01). Buyers’ tendency to forgive is not related to the level of perceived risk. Therefore hypothesis 3-1, 3-3, and 3-4 proved to be significant but hypothesis 3-2 proved to be not significant. Hypothesis 4 tested the effect of suppliers’ tendency to forgive on the forgiving process. Specifically, the relationships between suppliers’ tendency to forgive and perceived dissatisfaction, perceived risk, perceived fairness and willingness to cooperate with business partners were verified. Buyers’ tendency to forgive is negatively related to perceived dissatisfaction(t=-2.58, p<0.05), and positively related to perceived risk(t=3.51, p<0.01) and willingness to cooperate(t=2.77, p<0.01). Buyers’ tendency to forgive is not related to the level of perceived fairness. Therefore hypothesis 4-1, 4-2, and 4-4 proved to be significant but hypothesis 4-3 proved to be not significant. Hypothesis 5 tested the effect of the forgiving process on relational performance of buyers. Specifically, the relationships between relational performance and perceived dissatisfaction, perceived risk, perceived fairness and willingness to cooperate were verified. Relational performance is positively related to perceived fairness(t=2.21, p<0.05) and willingness to cooperate(t=2.62, p<0.05). But relational performance is not related to perceived dissatisfaction and perceived risk. Therefore hypothesis 5-3 and 5-4 proved to be significant, while hypothesis 5-1 and 5-2 proved to be non-significant. Hypothesis 6 tested the effect of the forgiving process on relational performance of suppliers. Specifically, the relationships between relational performance and perceived dissatisfaction, perceived risk, perceived fairness and willingness to cooperate were verified. Relational performance is positively related to perceived fairness(t=2.95, p<0.01) But relational performance is not related to willingness to cooperate, perceived dissatisfaction and perceived risk. Therefore hypothesis 6-3 proved to be significant, while hypothesis 6-1, 6-2, and 6-4 proved to be non-significant. Quite interestingly the finding indicates that relational performance of buyers and sellers has no bearing on perceived risk and dissatisfaction. This may imply that personal sentiments shown in the forgiving process have little implications for industrial marketing. On the other hand, task-oriented sentiments like perceived fairness and willingness to cooperate have significant impact upon relational performance of buyers and sellers even though both parties go through the forgiving process. Trust can be formed in a dimension of individual, of department and of organization. It suggests that organizations also can be the object of trust as trust is important in individual mutual relationships. The present study indicated that trust toward organizations is much more important than trust toward individuals. Specifically trust toward buying and supplying companies proved to be much more powerful in affecting forgiving tendency than does trust toward buyers and suppliers. This finding implies that in business transactions organizational factors could be more important factors than personal factors. The present study showed that the tendency to forgive facilitates the forgiving process in a manner that the process significantly affects buyers’ and suppliers’ satisfaction and perceived risk. The finding of the study indicated that higher tendency to forgive could decrease the level of dissatisfaction for both parties of buyers and suppliers. Contrary to our expectation, higher tendency to forgive could increase the level of perceived risk only for suppliers, not for buyers. This may imply that perceived risk inherent in business service transactions may have no bearing with buyers’ forgiveness tendency. The present study also showed the important role of willingness to cooperate when conflicts take place in business service transactions. The conflicts could be smoothly resolved if buyers and suppliers are willing to cooperate to solve the conflicts. Additionally, the conflict resolution process could be facilitated when both parties of buyers and suppliers perceive the process fair. This finding implies that mutual forgiveness of buyers and suppliers could play a meaningful and important role in facilitating conflict resolution process. Finally, when a comparison could be made with regard to the effect of the tendency to forgive between buyers and suppliers on the forgiving process, the effect proved much stronger for buyers than suppliers. Although service buyers usually become forgiveness subjects, it was supposed that service suppliers can be the subjects too in this study. However, as generally understood, buyers showed stronger tendencies than suppliers in the effect that the tendency to forgive has on the forgiving process.

如果宽恕中起着规范和提高组织的交易关系中的角色，供应商和采购商可以通过了解'宽恕过程'和管理IT系统有效的关系营销。宽恕在信任基础上减轻客户的不满，解决不便等问题，以及积极的影响，最终对供应商和采购商的表现。这项研究旨在（1）提出一个模型的发展趋势上的买家和供应商之间的信任的影响原谅，（2）审查过程和关系的宽容性能及（3）建议在购买，供应情况的研究假说业务服务。具体建议的框架基础上的前因，过程和宽恕的后果的进程。假设1测试的倾向，宽恕的买家对销售人员的信任和供应公司的影响。买方对供应公司信赖性（t=3.02，p<0.01）正面影响的趋势原谅买家。另一方面，买方对营业员的信任，不影响趋势的原谅买家。这一发现意味着，对公司的信任中起着重要的作用过程更加宽容。这一发现还表明，在工业品营销公司，而不是个别的情况下销售人员应被视为一个值得信赖的实体代表。假设2测试的倾向，宽恕供应商对采购商的信任和购买公司的影响。供应商对采购公司（t=2.66，p<0.05）信托积极影响的倾向，宽恕的供应商。另一方面，供应商对买方的信任，不影响趋势的原谅供应商。这一发现意味着，对公司的信任中起着重要的作用过程更加宽容。这一发现还表明，在产业供应购买公司的情况应被视为一个值得信赖的实体代表。虽然这一发现显示了一个假设1非常一致的模式，该模式的力量是强大的假设1。这清楚地证实了买家的信任是多有假设3测试了买家的趋势效应原谅的宽容的过程。具体而言，在买方倾向的关系，原谅和感知的不满，知觉风险，知觉公平与合作意愿与商业伙伴进行验证。买家倾向宽恕是负相关，知觉不满（t=-15.43，p<0.01），呈正相关，是否公平性（t=3.18，p<0.01），并愿意合作（t=4.36，p<0.01）。买家倾向原谅是不相关的知觉风险水平。因此假说3-1，3-3，和3-4被证明是重要的，但事实证明，假设3-2不显着。假设4测试供应商的趋势效应原谅的宽容的过程。具体而言，在供应商的倾向的关系，原谅和感知的不满，知觉风险，知觉公平与合作意愿与商业伙伴进行验证。买家倾向宽恕是负相关，知觉不满（t=-2.58，p<0.05），并呈正相关，知觉风险性（t=3.51，p<0.01），并愿意合作（t=2.77，p<0.01）。买家倾向宽恕，原谅并不涉及是否公平的水平。因此假说4-1，4-2，和4-4被证明是重要的，但事实证明，假设4-3不显着。假设5测试购房者的关系表现了宽容过程的影响。具体而言，性能和感知之间的关系不满的关系，知觉风险，知觉公平与合作意愿进行验证。性能是关系到是否公平正相关性（t=2.21，p<0.05），并愿意合作（t=2.62 p<0.05）。但关系的表现是没有关系的知觉和知觉风险的不满。因此，假设5-3和5-4被证明是显着，而假设5-1和5-2被证明是不显着。假说6对供应商的关系表现了宽容过程的影响。具体而言，性能和感知之间的关系不满的关系，知觉风险，知觉公平与合作意愿进行验证。性能是关系到是否公平正相关性（t=2.95，p<0.01），但关系的表现是不相关的合作意愿，自觉不满和感知风险。因此假说6-3被证明是显着，而假设6-1，6-2和6-4被证明是不显着。相当有趣的发现表明，买方和卖方的关系表现没有知觉风险和不满的影响。这可能意味着，在宽容的过程中显示个人的情绪有一点影响，工业市场。另一方面，面向任务的情绪像是否公平和有合作意愿后，买家和卖家，即使双方通过宽容的过程中去的关系表现有重大的影响。信任可以形成于各个层面的部门和组织。它表明，组织也可以作为信托信任的对象是个人相互关系的重要。目前的研究表明，对组织的信任要比对个人信任的重要。具体来说信任将用于购买和供应公司证明是宽容倾向影响大于对买家和供应商不信任变得更加强大。这一发现意味着，在商业交易中的组织因素可能比个人因素，更重要的因素。目前的研究表明，趋势原谅的方式促进宽容的过程，这一过程显着影响买家和供应商的满意度和感知风险。这项研究的发现表明，较高的倾向原谅可减少的买家和供应商双方的不满的程度。我们的期望相反，较高的倾向，只有宽恕可以增加供应商的知觉风险程度，而不是买家。这可能意味着在商业服务交易的固有风险知觉与买家可能没有宽恕倾向的影响。目前的研究还表明了愿意合作的重要作用，当冲突在企业中的服务交易场所。这些冲突可能会顺利解决，如果买家和供应商都愿意通过合作来解决冲突。此外，解决冲突进程时，可以促进买家和供应商双方的感知过程的公平。这一发现意味着，买家和供应商相互宽恕可在促进冲突的解决过程中一个有意义和重要的作用。最后，当一个比较可能与关于宽恕的倾向之间的买家和供应商的影响作出宽恕的过程，其效果被证明非常强比供应商的买家。虽然服务买家通常成为宽恕学科，它应该是服务供应商可在本研究的主题了。不过，由于一般的理解，购房者表现出比在效果上的倾向，宽恕的宽恕过程供应商较强的倾向。
#Forgiveness #Business services #Relational performance #Trust #Service recovery

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참고문헌 (29)

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Anderson, E. / 1989 / Determinants of continuity in conventional industrial channel dyads / Marketing Science 8 (4) : 310 ~ 323 google schola Andrews, M. / 2000 / Forgiveness in context / Journal of Moral Education 29 (1) : 75 ~ 86 google schola Babakus, E. / 1995 / Assesing perceived quality in industrial service settings: Measure development and application / Journal of Business-to-Business Marketing 2 : 47 ~ 59 google schola Baumeister, R.F. / 1998 / In Dimensions of Forgiveness: Psychological Research & Theological Perspective / Templeton Foundation Press : 79 ~ 104 google schola Berry, L.L. / 1980 / Services marketing is different / Business : 24 ~ 29 google schola

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