국내 기계, 기술 수출기업의 관계마케팅 요인이 관계몰입과 만족에 미치는 영향

Abstract

International management is generalized and the study of how to enter overseas markets and its marketing has numerously completed so far and they will be studied and developed continuously as well. While existing marketing orientation has focused on the quality of goods, the relationship marketing is the technique of marketing in order to make a strong fellowship and make best benefits for the parties to a transaction. Based on mutual trust, relationship commitment and satisfaction will keep the related services and make additional purchase of goods and service and go positive viral. Therefore relationship marketing is tendency to become more important. It is the purpose of this study to measure the achievement of both relationship commitment and satisfaction by several factors of relationship marketing, especially customer orientation, promise fulfillment, external factors and dependency to export companies who are working for machines and technique exportation This study has reviewed the stable formation of relationship commitment and satisfaction to machine and technique export companies comparing with the former studies In regarding of the achievement of this study, customer relationship orientation and technical service quality is affecting positively to customer commitment and flexibility and dependency and technical services quality is affecting positively to satisfaction thru 135 of technique and machine export companies. However external factor, environmental uncertainty has not affected to both satisfaction and relationship commitment. As the result, companies should try to meet the requirement of both relationship commitment and satisfaction and provide better products and services to customers. Furthermore companies should aggressively try to apply the factors of relationship marketing to establish and to increase both relationship commitment and satisfaction.