(여행도매업자)

목차

I. 서 론

II. 이론적 배경

1. 기업간 관계의 배경이론

2. 여행도매업자(tour wholesaler)

III. 연구모형 및 조사설계

1. 연구모형 및 가설설정

2. 조사설계

IV. 실증분석

1. 표본의 특성

2. 신뢰성과 타당성 검증

3. 가설검증

V. 결 론

참 고 문 헌

본문내용

ournal of Marketing, 48: 62～74.
and (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54: 42～58.
Bagozzi, Richard P.(1979). Toward a Formal Theory of Marketing Exchanges, in Conceptual and Theoretical Developments in Marketing, O. C. Ferrell, Stephen W. Brown, and Charles W. Lamb, Jr., Eds., Chicago: American Marketing Association: 431～447.
Bleeke, J and D. Ernst(1991). The Way to Win in Cross-Border Alliances. Harvard Business Review: 127～135.
Bowen, John T. and Stowe Shoemaker(1998). Loyalty: A Strategy Commitment. The Cornell Hotel and Restaurant Quarterly, 39: 12～25.
Coase, Roland H.(1937). The Nature of the Firm. Economica N. S., 4: 386～405.
Crosby, Lawrence A. and Nancy Stephens(1987). Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry. Journal of Marketing Research, 24: 404～411.
, Kenneth R. Evans, and Deborah Cowles(1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3): 69～81.
Dollinger, Marc J., Peggy A. Golden, and Todd Saxton(1997). The Effect of Reputation on The Decision to Joint Venture. Strategic Management Journal, 18(2): 127～140.
Doney, Patricia M. and Josheph P. Cannon(1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61: 35～51.
Dwyer, F. Robert and Sejo Oh(1987). Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels. Journal of Marketing Research, 22: 397～414.
Evans, F. B.(1963). Selling as a Dyadic Relationship - A New Approach. American Behavioral Scientist, 6: 6.
Gadel, M. S.(1964). Concentration by Salesmen on Congenial Prospects. Journal of Marketing, 28: 64～66.
Garbarino, Ellen and Mark S. Johnson(1999). The Difference Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63: 70～87.
Heide, Jan B. and George John(1992). Do Norms Matter in Marketing Relationships?. Journal of Marketing, 56: 32～44.
Hunt, Shelby D.(1983). General Theories and the Fundamental Explanda of Marketing. Journal of Marketing, 47: 9～17.
Macneil Ian R.(1980). The New Social Contract, An Inquiry Into Modern Contractual Relations, New Haven, CT: Yale University Press.
Morgan, Robert M. and Shelby D. Hunt(1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58: 20～38.
Palmer, Adrian(1995). Measuring and Managing Buyer-Seller Relationship Life Cycles. Management Research News, 18: 25～31.
Strub, Peter J. and T. B. Priest(1976). Two Patterns of Establishing Trust: The Marjuana User. Sociological Focus, 9(4): 399～411.
Swan, John E., I. Fredick Trawick, Jr., David R. Rink, and Jenny J. Roberts(1988). Measuring Dimensions of Purchaser Trust of Industrial Salespeople. Journal of Personal Selling & Sales Management,, 8(1): 1～9.
Williamson, Oliver E.(1975). Markets and Hierarchies: Analysis and Antitrust Implications. New York: The Free Press.

키워드

여행도매업자,   여행소매업자간관계형성,   관계형성,   여행,   소매업자,   도매업자,   경쟁회사,   한국관광연구원