산업재 시장의 판매 전 서비스 성공요인에 대한 탐색적 연구: 철강산업의 기술협력을 중심으로

This paper aims to contribute by providing theoretical insight and practical guidance on how a steel firm can better manage its pre-sales product service(or technical service) that is focused on buyer-seller collaboration. We proposed a success model to conduct successfully pre-sales product service that is well known as one of collaboration tools between buyer and seller of industrial goods. Then we empirically tested the research model using the data from 170 firms that consist of the biggest Korean steel company's customers. Our results show that trust and strategical differentiation have positive effects on technical collaboration and purchasing intensity has negative effect on technical collaboration, but technical innovation has not effect on technical collaboration. In addition, there are positive relationships between technical collaboration and buyer's satisfaction.