원문정보
The Influences of Promotion Benefits of Airlines on Relational Commitment, Long-term Cooperative Relationship of Travel Agencies
초록
영어
This study aims to examine the effects of promotion benefits of airlines on relational commitment, long-term cooperative relationship between airlines and travel agencies. And the results of research also aim to provide practical implications that can be used as a basic data to enhance the competitiveness of airline's sales promotion. This study is based on previous literature reviews of promotion benefit, relational commitment and long-term cooperative relationship. As the results of the factor analysis, promotion benefit of airlines is composed of two dimensions of monetary benefit and non-monetary, relational commitment is consisted of affective commitment and calculative commitment. While long-term cooperative relationship is consisted of a single dimension. As the results of rectifying hypothesis, monetary and non-monetary benefit have a significant relationship with affective and calculative commitment respectively. And affective and calculative commitment also have a significant relationship with long-term cooperative relationship. The implications of this study based on the results of the empirical analysis are as follows. Firstly, airlines should strengthen promotion plans to provide monetary for travel agencies. Secondly, it is necessary to improve mutual trust and closer relationship between airlines and travel agencies. Thirdly, airlines should consider travel agencies as a business partner with close ties than short-term relationship.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 항공사 프로모션 혜택
2. 관계몰입
3. 장기협력관계
Ⅲ. 연구 설계
1. 연구모형
2. 가설설정
3. 설문구성
4. 조사대상 및 분석방법
Ⅳ. 분석결과
1. 조사대상의 일반적 특성
2. 타당성 및 신뢰도 검증
3. 연구모형 적합도와 가설 검증
Ⅴ. 결론
참고문헌