커뮤니케이션 품질이 신뢰 및 거래처 만족에 미치는 영향: 여행사와 지상수배업체 간 관계를 중심으로

The travel industry in both internal and external aspects, puts great emphasis on the notion of partnership for related personnel. The main element that must be preceded in partnerships is communication; communication is the first priority in acquiring competitiveness. This study focuses on the quality of communication which serves as the core role between travel corporations. Research was conducted to find out the effects of high-quality communication on trust and client satisfaction. Sampling was conducted by targeting general travel agencies and outbound travel agencies along with land operators located in Seoul and its metropolitan area; 156 and 155 employees were surveyed, respectively. The acquired data was applied using a structural model analysis for hypothesis testing. Research results displayed that first, the level of interaction among communication qualities had a positive effect. Second, trust had a positive effect on client satisfaction. Finally, the level of interaction among communication also had a direct positive effect on client satisfaction. Therefore, several suggestions including the basic behavior and position for improving relationships between travel agencies and land operators have been made.