Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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Study on Air Logistics Service Provider's Performance Under Post Covid19 Situation: Focusing on Trust and Reciprocity

포스트 코로나 시대의 항공물류 서비스기업의 경영성과에 대한 연구: 신뢰 및 호혜 개념을 중심으로

  • Moon, Myungjoo (Dept. of Airline service, Kyungbok University) ;
  • Koh, InKon (Dept. of Global Business Admin. Kangnam University)
  • 문명주 (경복대학교 항공서비스과) ;
  • 고인곤 (강남대학교 글로벌경영학부)
  • Received : 2022.04.28
  • Accepted : 2022.06.20
  • Published : 2022.06.30
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Abstract

Due to COVID 19, we are facing unprecedented phenomena. Among various industries, the aviation industry, as it is directly affected by the corona crisis is actively establishing various survival strategies, such as expanding cargo transportation. The market size of air cargo transportation is continuously increasing due to the characteristics that distinguish it from other transportation, and as individualism and selfishness deepen in the aftermath of COVID 19, it can be inferred that the concept of reciprocity within distribution channels will become important in the post-corona era. The specific contents of this study(research question) are as follows. First, as a central member of the air logistics distribution channel, logistics service companies business process and the sub-dimensions of trust of are identified, and how trust is built with transportation companies is investigated. Second, the effect of such trust on the various performances of logistics service companies is analyzed. Third, we examine whether the influences of the sub-dimensions of trust change according to the perceived reciprocity of logistics service companies. In addition, we investigate whether the perceived reciprocity changed before and after the corona situation. In particular, this study theoretically integrates the concepts of trust and commitment, which have been distinguished in many prior studies, to improve the parsimony and practicality of the research model. This study will be able to present useful academic and practical implications by empirically examining how trust is built between members of the air logistics distribution channel and furthermore, how much it affects the performance of logistics service companies, and by identifying the moderating effect of reciprocity.

여러 산업 중에서도 항공업계는 코로나 19사태의 직접적인 영향을 받음에 따라 화물운송 확대와 같은 다양한 생존전략을 적극적으로 수립하고 있다. 항공화물운송은 타 운송과 구분되는 특성으로 인하여 시장규모가 지속적으로 성장하고 있으며 항공물류 서비스기업의 창업도 활발하다. 본 연구의 목적은 항공물류 서비스 기업의 경영성과를 제고하기 위한 방안을 모색하는 것이다. 특히 코로나19 여파로 개인주의·이기주의가 심화됨에 따라 포스트 코로나 시대에는 유통채널 내에서 신뢰 및 호혜 개념이 중요해질 것으로 추론할 수 있어 이를 중심으로 연구를 진행하였다. 본 연구의 구성은 다음과 같다. 첫째, 항공물류 유통채널의 중심구성원인 항공물류 서비스기업의 업무프로세스를 살펴보고 운송기업과의 신뢰구축에 있어서 하위차원을 규명하여 영향을 알아본다. 둘째, 신뢰가 항공물류 서비스기업의 다양한 경영성과에 미치는 영향을 분석한다. 셋째, 항공물류 서비스기업의 지각된 호혜에 따라서 신뢰 하위차원의 영향력이 달라지는지를 분석한다. 더불어 지각된 호혜가 코로나 전후로 변화되었는지 알아본다, 특히 본 연구는 기존연구에서 구분되었던 신뢰(trust)와 몰입(commitment) 개념을 이론적으로 통합함으로써 연구모형의 간결성(parsimony)과 실용가능성(practicality)을 제고하고자 한다. 본 연구에서는 설문조사를 통해 항공물류 서비스기업 212개 업체로부터 자료를 수집하고, SPSS 24.0을 사용하여 신뢰도 분석, 요인분석 및 회귀분석 등의 방법으로 연구가설을 검정하였다. 분석결과, 항공물류 서비스기업과 운송기업 간의 신뢰에 있어서 하위차원인 신용과 호의는 통계적으로 유의한 정(+)의 영향을 미치고 있었고, 항공물류 서비스기업의 지각된 호혜는 이러한 영향력에 정(+)의 조절효과를 미치고 있었다. 신뢰구축에 있어서는 객관적 개념인 신용이 주관적 개념인 호의보다 더 큰 영향력을 미치고 있었다. 항공물류 서비스기업의 다양한 경영성과에 운송기업 간 신뢰는 통계적으로 유의한 정(+)의 영향을 미치고 있었는데, 신뢰의 영향력은 만족, 효율성, 효과성, 적응성의 순이었다. 운송기업과 화주기업에 대한 항공물류 서비스기업의 지각된 호혜를 코로나사태 전후로 비교한 결과, 항공물류 프로세스에서 운송기업이 주도권을 쥐고 있음을 발견하였다. 본 연구는 포스트코로나 시대에서 기존기업들과 치열하게 경쟁하며 양호한 경영성과를 산출하여야 하는 항공물류 서비스 창업기업의 경영과 관련하여 학문적, 실무적으로 유용한 시사점을 제시하고 있다.

Keywords

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