원문정보
The Effects of Relationship marketing of Land Operator on Relationship quality and Repurchase intention
초록
영어
The Purpose of this study was to investigate the relationship among Relationship marketing, Relationship quality, Repurchase intention. The Self-Communication method was adopted to collect the data during December 2017. Unworkable date was eliminated, and final 282 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis were measured by using SPSS 18.0, respectively. It was found as follows: First, regarding the relationship between Relationship marketing and Relationship quality , those of Relation factors, Customer orientation, Communication, Professionalism positively affect Trust. Those of Relation factors and Communication positively affect Satisfaction. Second, regarding the relationship between Relationship marketing and Repurchase Intention, Those of Relation factors, Professionalism and Customer orientation positively affect Repurchase Intention. Third, regarding the relationship between Relationship quality and Repurchase Intention, Those of Trust and Satisfaction positively affect Repurchase Intention. This study examined the necessity of customer retention based on relationship between Land operator and Travel agent, understanding needs of travel agent for longer and regular relationship. This study suggests operational and theoretical implications on the aspects of marketing management for distribute channel in travel industry.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 관계마케팅
2. 관계품질
3. 재구매의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 분석결과
1. 조사대상자의 인구통계학적 특성
2. 신뢰도와 타당성 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌