상용여행시장 항공권 유통에서 기업과 여행사간 관계몰입이 항공사 서비스 신뢰에 따라 장기 거래의도에 미치는 영향

The Influence of Relationship Commitment on Long-Term Purchase Intention from Airline’s Service Trust between Enterprises and Travel Agents in Business Travel Market

This article examines the influence of relationship commitment on long-term purchase intention resulting from airline service trust and flight bookings between corporate enterprises and travel agents in the business travel market. Data were obtained through both on-line and off-line surveys of respondents that have experienced business travel via corporate travel agency bookings. A total of 261 respondents were sampled, of which, 250 questionnaires were valid for analysis. The collected data was analyzed using SPSS 17.0 and AMOS 17.0 through which the following findings were made: Firstly, Some selective attribution of travel agencies in business travel market has an influence on relationship commitment. Some selective are ‘Salesman abilities’ and ‘Personal relationship’. Secondly, relationship commitment has an influence towards long-term purchase intention. Lastly, the level on Airline’s service trust has not an influence on the recognition related to between relationship commitments and Long-term purchase intentions. Implications and suggestions for future research are discussed.