The effects of relationship commitment between wedding companies and wedding planers in the wedding industry on relationship performance and relationship continuation intention 웨딩산업에서 웨딩업체와 웨딩플래너의 관계결속이 관계성과 및 관계지속의도에 미치는 영향
pp.240-251
The purpose of this study is to establish the relationship between wedding companies and wedding planners and understand the influence of relationship factors on the relationship performance and relationship continuation intention of wedding companies. We conducted an online survey from June to July 2017, and collected 201 responses which were used during analysis. Statistical analysis, including technical statistical analysis, factor analysis, reliability analysis, and regression analysis, was undertaken using SPSS 23. This study shows that among the relationship factors affecting the wedding planner and the wedding company, the computational tie-up has a significant impact on both the financial and non-financial performance of the wedding company, while emotional tie-ups have a significant impact on the non-financial performance of the wedding company, but not on financial performance. As for the effects of relationship commitment to wedding planners on wedding shops’ relationship continuation intention, each factor for relationship commitment significantly affected wedding shops’ relationship continuation intention. Regarding the effects of wedding shops’ relational performance on relationship continuation intention, each factor of performance significantly affected relationship continuation intention. Therefore, wedding companies should make continuous efforts to maintain this relationship and recognize the need for robust relationships with wedding planners as a sure and important competitive tool for attracting customer and generating revenue.
I. Introduction
II. Background
1. Wedding industry
2. Relationship commitment
3. Relational performance
4. Relationship continuation intention
III. Methods
1. Research questions
2. Data collection and analysis
IV. Results and Discussion
1. Demographic characteristics of respondents
2. Factor analysis
3. The effect of wedding planner's relationshipcommitment with wedding companies on the relational performance of wedding companies
4. The effect of wedding planner's relationshipcommitment with wedding companies on the relationship continuation intention of wedding companies
5. The effect of wedding planner's relational performance with wedding companies on the relationship continuation intention of wedding companies
V. Conclusion
References