항공사와 여행사 간 관계특성이 장기거래지향에 미치는 영향

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.