earticle

영어

The purpose of this study is to show an clients' trust and satisfaction that has on product intention behind offering CRM between B2B. Survey targets are travel employees who visited travel agencies. And travel employees in tour of Seoul, Metropolitan area, Busan, Daegu etc were distributed and 437 questionnaires were attended. It has been researched that the employee trust and satisfaction has and effect on product offering intentions since the related marketing practicing methods with wholesalers and cooperating franchise are varying from era to era. In this aspect, when clients choose the travelling product, it may vary the standards for making a decision since the opinion of the franchise employees may affect the clients, and those opinions can be influenced by the cooperation and harmony of the wholesaler rather than the quality of the produce. Thus it has been researched that the cooperation between the wholesalers and franchise traders may directly or indirectly affect the clients' choice in that clients choose their product on the satisfaction and trust of the travel agencies. The concept of related marketing is very important in that the choice of certain products may be made through direct cooperating franchise, whose decisions have created high satisfaction from clients, proving that expertise, promise, quickness and rapidity, marketing application, and online usage matters. The research results can be summarized as the following: First, the higher the practicing factors of related marketing, the higher the trust of the cooperating franchise. Here, long term relationships do have an effect but other factors such as fulfilling promises, expertise, speed·agility, online usage did not have a great effect on trust. Secondly, the higher the practicing factors of related marketing, the higher the satisfaction of cooperating franchise. However, long term relationships, marketing application, fulfillment of promises, expertise, accuracy·speed, online usage factors did not have an effect on the satisfaction of the cooperating franchise. Thirdly, the higher the trust of the cooperating franchise, the higher the initiative when offering the products. Fourthly, the higher the satisfaction of the cooperating franchise, the higher the initiative when offering the products. This means that according to the cooperating franchises' satisfaction of the wholesaler, the intention of offering products increases. Lastly, the higher the trust of the cooperating franchise, the higher the activeness when offering the products. Out of these, it has been researched that the higher the fulfillment of promises, the higher the activeness when offering the products.