한국융합학회논문지 (Journal of the Korea Convergence Society)

  • 제9권4호
  • /
  • Pages.241-249
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  • 2018
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  • 2233-4890(pISSN)
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  • 2713-6353(eISSN)
한국융합학회 (Korea Convergence Society)
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컨설팅사 브랜드인지도가 미치는 효과에 관한 연구

A Study on the Effect of Branding of Consulting Company

  • 최용국 (한성대학교 스마트융합컨설팅학과) ;
  • 김정렬 (한성대학교 경제학과) ;
  • 김상봉 (한성대학교 경제학과)
  • 투고 : 2018.03.06
  • 심사 : 2018.04.20
  • 발행 : 2018.04.28
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초록

본 연구는 컨설팅이 수행된 기업을 대상으로 컨설팅사 전문성이 컨설팅 만족도에 미치는 영향에 대하여 연구해보고자 하였으며, 컨설팅사의 브랜드 인지도가 컨설팅 만족도에 조절력을 보여 차별화된 컨설팅 만족도를 달성하는 것에 대해 알아보고자 하였다. 연구를 요약하면 컨설팅을 수행하며 해당 분야에 대한 전문성을 가진 컨설팅사는 컨설팅 만족도에 긍정적인 영향을 미치며 브랜드 인지도가 높을수록 컨설팅 만족도에 영향을 미치는 것으로 나타났다. 브랜드 인지도가 높을수록 신뢰도가 형성되어 컨설팅 만족도에 긍정적인 영향을 미친다는 것을 확인하였고, 컨설턴트를 포함한 컨설팅사는 수행하려고 하는 분야에 대한 전문적인 역량을 향상시켜야 함을 시사하고 있다.

The purpose of this study is to investigate the effect of consulting firm's professional consulting satisfaction on consulting satisfaction. The purpose of this study is to investigate the effect of consulting firm's brand awareness on consulting satisfaction. The results of this study suggest that consulting firms that have expertise in the field have a positive effect on the satisfaction of consulting and that the higher the brand awareness, the higher the consulting satisfaction. The better the brand awareness, the higher the reliability and the positive impact on the satisfaction of consulting, and the consulting firm including consultant suggests to improve the professional competence in the field.

키워드

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