C(소비자)2B(항공사) 거래신뢰가 관계만족과 구매의도에 미치는 영향

The purpose of this study is to explore the effects of consumer to business (C2B) transaction trust of airlines (e.g., ticket service, cancellation, refund, problem solving support, etc.) on relationship satisfaction (e.g., relationship, transaction, communication, etc.) and purchase intention (eg, relationship continue, recommendation, suggestion, etc.) in South Korea. This study used three factors (e.g., transaction trust, relationship satisfaction, and purchase intention). Structured questionnaires were conducted with food service franchisees, from December 1, 2019 0to December 20, 2019. By utilizing the convenience sampling method, a total of 200 (91%) valid samples out of 220 were used for the final analysis. The analysis was conducted using the SPSS 26 program and the hypotheses were tested using frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of the analysis are as follows. First, transaction trust has a significantly positive influence on relationship satisfaction. Second, transaction trust has a significantly positive influence on purchase intention. Third, relation satisfaction also has a significantly positive influence on purchase intention. Implications of this study provide finding suggestions, and limitations and directions of this study for future research are discussed.