An Examination on the Effect of Customer Characteristics on Long-term Relationship Orientation for Consultants-Focusing on the mediating effect of relational embeddedness

Abstract

Background/Objectives: This study will study the nature of relationships as a sustainable competitiveness of consulting firms, which are the main factors in the formation of relationships between consultants and customers, and how they have a medium effect on the long-term relationship orientation of the continuous relationship. Methods/Statistical analysis: The research target is CEO and manager of small businesses with consulting experience and was surveyed by the survey method. The questionnaire consists of 21 questions including 6 demographics. For each question, Likert 5-point scale was used. As an empirical analysis, SPSS 22.0 was used for frequency analysis, exploratory factor analysis, reliability analysis, regression analysis, and mediation effect analysis. Findings: According to the results of this study, first, the social affiliation needs of the customers and the prosocial service behaviors of the consultants perceived by the customers were found to affect the relational embeddedness. Second, the social affiliation needs of customers and the prosocial service behaviors of consultants perceived by customers were found to affect long-term relationship orientation. Third, the relational embeddedness of customers and consultants was found to affect long-term relationship orientation. Fourth, Social affiliation needs, which are the characteristics of customers, and prosocial service behaviors of consultants perceived by customers were found to mediate relational embeddedness in relation to long-term relationship orientation. Improvements/Applications: As a means of securing sustainable competitiveness, the relationship between long-term relationship orientation between customers and consultants was confirmed. However, there is a limit to the description of the quality of the embedded relationship. Therefore, it is believed that an in-depth study of the influence of the quality of the relationship will be needed.