여행사와 호텔기업간의 관계형성요인과 관계 마케팅요인이 관계성과에 미치는 영향에 관한 연구 = (The) effects of relationship building factors and relationship marketing factors in the travel agency-hotel business partnerships on relational performance

다국어 초록 (Multilingual Abstract)

The travel and sightseeing industry consists of various service entities such as travel agencies, hotels, airlines, transportations, restaurants, etc. This research is among these, focusing on the relationship between travel agency and hotel business partners with the application of conventional exchange relations, transaction cost analysis, and relationship marketing theories.
The objectives of this study are to investigate the effects of relationship building factors, exchange relationship factors, and relationship marketing factors in the travel agency-hotel business partnerships on relational performance such as intention to continue the exchange relational maintenance and joint new travel product development. The relationship building factors are comprised of 3 parts of variables: exchange partner firm's characteristics, the staffs' characteristics, and both firms' relational characteristics. These variables were hypothesized to affect not only relational marketing variables of trust, relational satisfaction, and relational commitment, but also exchange relationship variables of sources of power, dependency, and conflict.
In addition, the exchange relationship variables are hypothesized to affect the relationship marketing variables. That is, source of power, dependency, and conflict are theorized to influence the relationship quality between the related two parties. These two groups of variables, in turn, are hypothesized to affect their relational performance.
Series of survey were conducted to collect the data with samples of travel agencies located in Seoul, Pusan, and Gwangju areas. Trained interviewers visited the travel agency offices and asked the respondents to fill out the prepared questionnaires while visiting other offices. 200 usable questionnaires were collected and used for the analyses.
Validity and reliability of the construct measurements were secured with relevant confirmatory factor analyses and coefficient Alpha reliability analyses. Several multiple regression analyses and path analyses were employed to test the hypotheses on the relationships among the constructs.
The empirical findings are as follows.
First, the relationship building variables of the relationship characteristics between travel agency and hotel and hotel staffs' characteristics were not found to affect the hotel's sources of power but the relational characteristics such as exchange intensity, cooperative intention and communication between two service industries were strongly affected positively to the hotel's sources of power toward its partner travel agency. In addition, all three exterior variables drives travel agencies to perceive dependency on their partner hotels.
Second, the relationship building variables except the hotel staff's characteristics were found to affect positively also relationship quality such as trust, relative satisfaction, and relational commitment that are shown to have causal relationship(trust→satisfaction→commitment).
Third, the hotel's sources of power were found to affect positively the travel agency's perceived dependency on the partner hotel, to affect negatively the conflict perception, and to affect positively the relationship quality.
Fourth, the travel agency's perceived dependency was shown to influence conflict perception positively and the conflict perception was found to affect the relationship quality negatively.
Finally, the perceived dependency affected positively the intentions to continue the exchange relationship and the conflict perception affected negatively the same intention. The relationship quality was found to affect substantially the intention to continue the partnership relations
The results of this research seem to explain the importance of relationship quality in the maintenance and development of the partnerships between travel agencies and hotel business. This research provides also a few practical implications for the Hotel and travel industries.

목차 (Table of Contents)

• 목차 = ⅰ
• ABSTRACT = ⅵ
• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 범위와 방법 = 3
• 제4절 논문의 구성 = 4
• 제2장 이론적 배경 = 5
• 제1절 관계마케팅의 개념 = 5
• 1.1 관계마케팅의 정의 = 5
• 1.2 관계마케팅의 중요성 = 9
• 제2절 관계마케팅 발전과정 = 11
• 2.1 관계의 발전과정 = 11
• 2.2 관계마케팅의 발전과정 = 16
• 제3절 여행사와 호텔간의 관계요인 = 19
• 3.1 여행사와 호텔의 관계 = 19
• 3.2 호텔의 관계마케팅 = 22
• 3.3 거래관계의 요인 = 23
• 3.4 관계 마케팅의 구성요인 = 25
• 3.5 관계마케팅활동의 성과요인 = 32
• 제3장 연구모형의 설계와 가설설정 = 33
• 제1절 연구모형의 설계 = 33
• 제2절 가설의 설정 = 34
• 2.1 관계형성요인이 거래관계의 권력의 원천, 의존성에 미치는 영향 = 34
• 2.2 관계형성요인이 관계의 질에 미치는 영향 = 35
• 2.3 권력의 원천과 권력이 의존성에 미치는 영향 = 37
• 2.4 권력의 원천, 의존성, 그리고 갈등의 관계 = 37
• 2.5 신뢰, 만족, 몰입간의 관계 = 38
• 2.6 갈등이 관계의 질에 미치는 영향의 관계 = 39
• 2.7 의존성, 갈등, 관계의 질이 거래유지 행동 및 공동 상품개발에 미치는 영향 = 40
• 제3절 변수의 조작적 정의 및 척도의 개발 = 41
• 3.1 관계의 특성, 관계회사의 특성, 관계회사의 직원특성 = 42
• 3.2 권력의 원천, 의존성 = 44
• 3.3 갈등 = 45
• 3.4 관계의 질 (신뢰·만족·몰입) = 45
• 3.5 관계성과 변수로서 거래유지의도, 공동상품 개발 의사 = 45
• 제4장 실증분석 = 47
• 제1절 연구대상의 선정과 표본의 특성 = 47
• 1.1 표본의 일반적 특성 = 48
• 제2절 신뢰도 분석 및 타당성 검증 = 51
• 2.1 관계형성요인에 대한 탐색적 요인분석 = 53
• 2.2 거래관계 및 관계 마케팅에 대한 탐색적 요인분석 = 54
• 2.3 외생변수의 확증적 요인분석 = 57
• 제3절 가설의 검증 = 63
• 3.1 관계형성요인이 거래관계의 관련 및 의존성에 미치는 영향의 검증 (H1) = 64
• 3.2 관계형성요인이 관계의 질에 미치는 영향의 검증(H2) = 70
• 3.3 권력의 원천이 의존성에 미치는 영향검증(H3) = 74
• 3.4 권력의 원천, 의존성, 갈등, 관계의 질과의 관계의 검증(H4, H5) = 77
• 3.5 신뢰, 만족, 몰입간의 관계검증(H6) = 81
• 3.6 의존성과 갈등이 관계의 질에 미치는 영향검증(H7) = 81
• 3.7 갈등, 관계의 질이 거래유지의도에 미치는 영향검증(H8) = 82
• 3.8 관계의 질과 거래유지의도가 공동상품개발의도에 미치는 영향검증(H9) = 84
• 제4절 추가분석 = 86
• 4.1 관계형성요인이 관계의 질에 미치는 영향에 있어 거래기간, 거래비중, 거래관계 유형 등의 통제 = 86
• 4.2 개별 관계형성요인(indicator)이 거래관계 과정요인에 미치는 영향 = 87
• 4.3 총외생변수가 총내생변수에 미치는 영향 = 88
• 4.4 여행사와 호텔간의 관계평가에 따른 사업현황과 거래활동 = 90
• 4.5 성수기와 비수기 거래빈도에 따른 갈등 및 의사결정주도권의 차이 = 93
• 4.6 여행사와 호텔의 규모에 따른 갈등, 의사결정주도권, 거래활동의 차이 = 99
• 제5장 결론 = 102
• 제1절 연구의 요약 및 시사점 = 102
• 제2절 연구의 의의, 한계점 및 향후과제 = 105
• 참고문헌 = 107
• 국내문헌 = 107
• 국외문헌 = 108
• 설문지 = 115