서비스산업간 관계형성요인이 거래관계요인에 미치는 영향에 관한 연구

The Effects of Relationship Building Factors on Transactional Relationship Factors in the Service Industries

&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;The objectives of this study are to investigate the effects of relationship building factors on the exchange relationship factors in the travel agency-hotel business partnerships. The relationship building factors are comprised of 3 parts of variables: exchange partner firm&quot;s characteristics, the staffs&quot; characteristics, and both firms&quot; relational characteristics. These variables were hypothesized to affect exchange relationship variables of sources of power, dependency.<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;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.<BR>&nbsp;&nbsp;The empirical findings are as follows.<BR>&nbsp;&nbsp;First, the relationship building variables of the relationship characteristics between travel agency and hotel and hotel staffs&quot; characteristics were not found to affect the hotel&quot;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&quot;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.<BR>&nbsp;&nbsp;Third, the hotel&quot;s sources of power were found to affect positively the travel agency&quot;s perceived dependency on the partner hotel.<BR>&nbsp;&nbsp;This research provides also a few practical implications for the Hotel and travel industries.