B2B 시장에서 구매기업 만족의 선행요인과 결과요인에 관한 연구: 브랜드자산, 관계의 질, 전환비용, 그리고 충성도의 관계를 중심으로

While much research has focused on customer satisfaction in business-to-consumer(B2C) context, customer satisfaction is important in business-to-business(B2B) context as well. To date, however, limited attempts have been made to conceptualize buyer satisfaction and investigate its antecedents and consequences, in particular, in B2B context. The objective of this study was to empirically analyze the causal influences antecedents such as supplier brand equity and consequences of buyer satisfaction in B2B context. For a more realistic approach the data was collected from B2B buyers. 205 samples were used for this analysis with AMOS (7.0 version) and SPSS (15.0 version). The empirical results of the study showed a strong significant relationship from antecedents of buyer satisfaction, buyer satisfaction, relationship quality and switching costs to loyalty. The results can be summarized as follows: first, it was found that perceived quality, perceived value and supplier brand awareness positively affected buyer satisfaction, while supplier brand image had no influence on buyer satisfaction. Second, it was found that buyer satisfaction had positive effect on relationship quality and loyalty, while there was no relationship between buyer satisfaction and switching cost. Third, relationship quality had positive influence on increasing the switching cost and loyalty. Finally, switching cost positively affected to enhance loyalty.