학술대회자료
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The objective of this research is to study factor of word-of-mouth that affect B2B relationship form a B2B marketing perspective. In the B2B relationship, the specialist plays a role of connecting the supplier with the buyer, and the expert influences the buyer to select the supplier by conveying the information of the supplier s product and company to the buyer. In other word, the expert’s word-of-mouth about the supplier is an important cue to the buyer who does have not enough information to judge the continuous transaction with the supplier.
Ⅰ. 서 론
Ⅱ. 선행 연구
Ⅲ. 연구모형과 가설
Ⅳ. 연구조사 설계
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