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[구철모, 김봉석] 무역전시회 참가기업의 고객지향성과 구매자-공급자 간 비즈니스협력이 비판매 및 판매성과에 미치는 영향 |
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kahwea |
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18-08-28 14:27 |
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398 |
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논문명 |
무역전시회 참가기업의 고객지향성과 구매자-공급자 간
비즈니스협력이 비판매 및 판매성과에 미치는 영향 |
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저자(참여인력명) |
구철모, 김봉석 |
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게재지명 |
관광레저연구 |
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핵심어 |
고객지향성(customer orientation), 비즈니스 협력(business collaboration), 비판매 및 판매성과(non-sales & sales performance), 국제의료기기&병원설비전시회(KIMES), 무역전시회(trade show) |
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초록 |
The purpose of this study is to examine the impacts of customer orientation and business collaboration on non-sales and sales performance of companies participating a trade show. We also empirically verify the mediating effects of non-sales performance (image building, information collecting, buyer-seller relationship building) to sales performance. The sample data was collected from 97 participating companies of 'KIMES(Korea International Medical & Hospital Equipment Show)' in 2015 to explain and verify the hypotheses. The hypotheses were tested through path analysis. The followings are the findings of the study. First, customer orientation and business collaboration turned out to have positive effects on non-sales performance respectively. Second, non-sales performance turned out to have positive effects on sales performance. The implications of our empirical findings for both research and practice were discussed. |
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