항공사와 여행사 간 관계특성이 장기거래지향에 미치는 영향 : 신뢰의 매개효과와 평판의 조절효과를 중심으로
A study of influence of relational characteristics between airlines and travel agencies on the long-term relationship orientation: Assessing the mediating role of trust and the moderating role of reputation
This study examined the effects of relational characteristics between airlines and travel agencies(TAs) on their long-term relationship orientation, assessing the mediating role of trust and the moderating role of reputation. The data collected was analyzed utilizing SPSS 22.0 to identify the role of trust as a mediator and that of reputation as a moderator. The results from data analysis shows that communication has a positive influence on long-term relationship and it is moderated by reputation and partially mediated by trust. Dependency was also turned out to have a positive relationship with long-term relationship and trust plays a mediating role between the variables. Yet opportunistic behavior has a negative relationship with long-term relationship. Based on the research result, implications to enhance the long-term relationship orientation between airlines and travel agencies were discussed.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 항공사와 여행사 간 관계특성 2. 신뢰 3. 평판 4. 장기거래지향 Ⅲ. 연구설계 1. 가설설정과 연구모형 설정 2. 변수 측정 3. 자료수집 및 분석방법 Ⅳ. 분석 결과 1. 기술 분석 2. 신뢰성 및 타당성 분석 3. 가설 검증 Ⅴ. 결론 참고문헌
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