도·소매여행사의 관계특성과 관계지속의도에 관한 연구

A Study of Relationship Characteristics and Intent to Relationship Continuity between Wholesale Travel Agency and Retail Travel Agency: the Moderating Effect of Trust

This study aims to explore the relational characteristics between wholesale travel agencies and retail travel agencies and to verify their effects on trust and intent to relationship continuity. 217 questionnaires in total were gathered and SPSS 21.0 was used for statistics analysis. The analysis shows that the relational characteristics between wholesale travel agencies and retail travel agencies consist of communication, interdependence, and opportunism. The results of testing hypotheses were as follows. First, communication and interdependence have direct effects on trust and intent to relationship continuity. Second, trust has a direct influence on intent to relationship continuity. Besides, trust also plays a role as a moderating factor between relationship characteristics and intent to relationship continuity. Managerial implications are discussed at the last part of the paper.