Study on the Effects of Follow-Up Consulting Service on Perceived Reciprocity, Corporate Trust and Relational Embeddedness

Abstract

The purpose of this study is to verify the importance of follow-up management and customer relationship that may significantly influence consulting success. This study aimed to examine follow-up consulting service and customer relationships after providing consulting service to SMEs with previous consulting experience. The hypotheses were established based on theoretical consideration and previous studies. To investigate the effects of follow-up consulting services on the client's perceived reciprocity, relational embeddedness, corporate trust, and long-term relationship orientation, this study set the research subject as SMEs in Korea with the experience of receiving consulting services. A total of 244 copies of the survey were used to conduct basic statistical research on respondents. The empirical analyses in this study were verified under the conditions satisfying the significance level of 0.05, 0.01, and 0.001, and the statistics were analyzed using SPSS 18.0 and Amos 18.0. As a result of testing the hypothesis with the structural equation model, it was confirmed that follow-up consulting service has significant effects on perceived reciprocity, as well as relational embeddedness, corporate trust, and long-term relationship orientation.