여행사의 고객관계, 협력업체, 재무성과, 시장경쟁력의 구조적인 관계연구 = A Research of Structural equation model with the relationship with customer, the relationship among the cooperating firm, financial performance, competitiveness on travel agency

다국어 초록 (Multilingual Abstract)

Research in the field of Tourism Administration has been separated into different disciplines and comparably few research integrate the numerous different disciplines within the field Research in the field of Tourism Administration has been separated into different disciplines and comparably few researches integrate the numerous different disciplines within the field However various tasks of a firm are consolidated to result in financial performance, here fore to better explain firm's reality and to contribute to travel agency managing firms studies relating various disciplines are necessary.
In this study the conceptual framework of how a firm's integrated marketing efforts contribute to the travel agency, suggested in Srivastava Shervani and Fahey(1998)'s recent study is empirically analysed to confirm the effect of elements of the relationship of customer and the relationship among the cooperating firm.
In this study, the author has suggested a structural model that consist of relationship between the related varibles.
Data analysis was performed using the LISREL 8.30 windows statistic program.
Result, the better the relationship with customer, the better the travel agency's financial performance competitiveness but not the relationship among the cooperation firm.
In summery, this study proves that the relationship with customer, the relationship among the cooperating firm have a positive effect on the travel agency.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 문제의 제기
• 2. 연구의 목적
• 3. 연구방법 및 조사대상
• Ⅱ. 이론적 배경
• 1. 관계마케팅의 개념
• 2. 여행사의 고객관계, 협력업체관계, 재무성과, 시장 경쟁력
• 3. 관계마케팅의 필요성
• 4. 선행연구의 종합
• Ⅲ. 연구모형 및 가설의 설정
• 1. 연구모형
• 2. 가설설정
• Ⅳ. 실증분석
• 1. 대상 및 표본
• 2. 측정
• Ⅴ. 분석결과
• 1. 측정모델의 평가
• 2. 연구모델의 평가 미 가설의 검증
• Ⅵ. 결론
• 1. 연구의 요약 및 시사점
• 2. 연구의 이론적 공헌, 한계점 및 미래연구를 위한 제언
• <참고문헌>