The influence of support activities on Long-Term orientation in the relationship between manufacturer and strategic account Pyun Hae-Soo* Professor, Department of Business and Administration, Namseoul University, Korea *Corresponding Author: Hae-Soo Pyun Professor, Depatrment of Business and Administration, Namseoul University, Korea Email: phs@nsu.ac.kr
Online published on 16 October, 2018. Abstract This research will provide theoretical and managerial implications by analyzing the influence of support activities on long-term orientation in the relationship between manufacturer and strategic account. The domestic manufacturers were asked to complete a survey questionnaire. The reliability and validity of the variables were tested. Multiple regression analysis was used to test hypotheses. The results of this analysis support hypotheses 1, 3, 4, 6 regarding the relationship between product support, service support, personnel support, top management support and long-term orientation in the relationship between manufacturer and strategic accounts. But, the results of this analysis do not support hypotheses 2, 5 regarding the relationship between incentive support, information support, and long-term orientation in the relationship between manufacturer and strategic accounts. This study provides theoretical and managerial implications by analyzing the influence of support activities on long-term orientation in the relationship between manufacturer and strategic account. Top Keywords Product Support, Incentive Support, Service Support, Personnel Support, Information Support, Top Management Support, Long-Term Orientation, Strategic Account. Top |