earticle

영어

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.