랜드오퍼레이터 관계마케팅이 관계품질과 재구매의도에 미치는 영향에 관한 연구

Abstract

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.