The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

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

  • Lee, In-suk (Dept. of Wedding Business, The Graduate School of Sangmyung University) ;
  • Yu, Ji-hun (Dept. of Clothing & Textiles, Sangmyung University)
  • 이인숙 (상명대학교 대학원 웨딩비즈니스학과) ;
  • 유지헌 (상명대학교 의류학과)
  • Received : 2020.10.21
  • Accepted : 2020.12.04
  • Published : 2021.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Beard, D. W., & Dess, G. G. (1981). Corporate-level strategy, business-level strategy and firm performance. Academy of Management Journal, 24(4), 663-688. doi:10.5465/256169
  2. Becker, H. S. (1960). Notes on the concept of commitment. American Journal of Sociology, 66(1), 32-40. doi:10.1086/222820
  3. Cater, B., & Zabkar, V. (2009). Antecedents and con- sequences of commitment in marketing research services: The client's perspective. Industrial Marketing Management, 38(7), 785-797. doi:10.1016/j.indmarman.2007.10.004
  4. Chang, H. H. (2006). A study on the relationship commitment & performance between convention businesses and hotel corporations. Unpublished doctoral dissertation, Kyonggi University, Seoul, Korea.
  5. Chang, H. I. (2012). A study on consumers' recog- nition of relationship benefits, relationship quality and relationship performance for Facebook-based relationship marketing of Korean fashion brands. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
  6. Cho, H. G. (2011). Study on relations between core competence and management performances in travel agencies -Focusing on mediating effects of the competitive advantage strategy-. Unpublished master's thesis, Kyonggi University, Seoul, Korea.
  7. Choi, S. H. (2010). A study on awareness and purchasing behavior of the customer on the wedding services. Unpublished master's thesis, The graduate school of health, Daegu Haany University, Daegu, Korea.
  8. Choi, W. K. (2005). A study of the effect of relational benefits on long-term orientation -Trust and commitment as a parameter-. Unpublished doctoral dissertation, Kyonggi University, Seoul, Korea.
  9. Dibb, S., & Meadows, M. (2001). The application of a relationship marketing perspective in retail banking. The Service Industries Journal, 21(1), 169-194. doi:10.1080/714005011
  10. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. doi:10.1177/002224299405800201
  11. Garcia-Falcon, J. M., & Medina-Munoz, D. (1999). The relationship between hotel companies and travel agencies: An empirical assessment of the united states market. The Service Industries Journal, 19(4), 102-122. doi:10.1080/02642069900000047
  12. Gilliland, D. I., & Bello, D. C. (2002). Two sides to attitudinal commitment: The effect of calculative and loyalty commitment on enforcement mechanisms in distribution channels. Journal of the Academy of Marketing Science, 30(1), 24-43. doi:10.1177/03079450094306
  13. Govindarajan, V. (1984). Appropriateness of accounting data in performance evaluation: An empirical examination of environmental uncertainty as an intervening variable. Accounting Organization and Society, 19(2), 125-135. doi:10.1016/0361-3682(84)90002-3
  14. Gundlach, G. T., & Gadotte, E. R. (1994). Exchange interdependence and inter firm interaction: Research in a simulated channel setting. Journal of Marketing Research, 31(4), 516-532. doi:10.1177/002224379403100406
  15. Hong, C. S. (2014). The effect of long-term orientation of hotel foodstuff suppliers on SCM and management performance. Unpublished doctoral dissertation, Kyonggi University, Seoul, Korea.
  16. Hur, W. M. (2005). The study on impact of service benefits on the loyalty: The moderating effect of commitment types. The Korean Journal of Advertising, 16(5), 279-294.
  17. Jeong, S. H., & Whang, M. H. (2003). The effect of informationization on hotel service quality and performance -Focus on comparing domestic and overseas deluxe hotels-. Korean Journal of Tourism Research, 18(1), 95-115.
  18. Kelly, H. H., & Thibaut, J. W. (1978). Interpersonal relations: A theory of interdependence. New York: John Wiley & Sons.
  19. Kim, I. S. (2008). A study on the influences among relationship characteristic, relationship performance and long-term relationship orientation between hotels and travel agencies. Unpublished master's thesis, Kyonggi University, Seoul, Korea.
  20. Kim, J. S. (2003). The effects of interaction between hotel guest and hotel employees on performance of relationship marketing. Journal of Tourism and Leisure Research, 14(3), 105-122.
  21. Kim, K. K. (1996). The impact of the environment factors and strategies of tourist hotels in Korea upon the management result. Unpublished doctoral dissertation, Kyung-Nam University, Kyung Nam, Korea.
  22. Kim, S. D. (2004). Determinants of successful coope- rative relationships between hotels and travel agents and its relational performance. Unpublished doctoral dissertation, Kyonggi University, Seoul, Korea.
  23. Kim, S. H. (2005). A study on the effect of the occur- rence of 情 on relationship continuity in exchange relations. Unpublished master's thesis, Ulsan University, Ulsan, Korea.
  24. Kim, S. J. (2010). A study of the effects of transaction specific-investment on performance: Focused on mediating effects of the dimensions of trust and commitment. Unpublished master's thesis, Yonsei University, Seoul, Korea.
  25. Kim, Y. S. (2015). The influence of customer orientation of wedding vender on relational commit- ment and positive word of mouth -Wedding planner-. Unpublished master's thesis, Kyonggi University, Seoul, Korea.
  26. Lee, D. J., Sirgy, M. J., Brown, J. R., & Bird, M. M. (2004). Importers' benevolence toward their foreign export suppliers. Journal of the Academy of Marketing Science, 32(1), 32-48. doi:10.1177/0092070303254382
  27. Lee, H. L. (2010). A survey on the preference of wedding-related products -Focused on Chung-cheong area-. Unpublished master's thesis, Hannam University, Daejeon, Korea.
  28. Lee, J. H. (2001). A study on relationship marketing factors and performance by retail industry. Unpublished doctoral dissertation, Kyungsung University, Busan, Korea.
  29. Lee, J. H. (2016). The effects of wedding planner's wedding products on information satisfaction and recommendation intention -Focused on the wed- ding and beauty industry-. Unpublished master's thesis, Gachon University, Gyeonggi-do, Korea.
  30. Lee, K. H. (2014). The effects of capabilities and transaction cost factors in vendors on relationship quality and performance. Unpublished doctoral dissertation, Konkuk University, Seoul, Korea.
  31. Lee, M. Y. (2009). The analysis of relationship among leadership traits, inter-customer's satisfaction, inter-service quality and management performance of golf course's CEO. Unpublished doctoral dissertation, Kyonggi University, Seoul, Korea.
  32. Lee, S. M. (2003). The effect of service benefits on customer commitment and word-of-mouth. Unpu- blished master's thesis, Yonsei University, Seoul, Korea.
  33. Mathieu, J. E., & Zajac, D. M. (1990). A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment. Psychological Bulletin, 108(2), 171-194. doi:10.10 37/0033-2909.108.2.171 https://doi.org/10.1037/0033-2909.108.2.171
  34. National Competency Standards. (2016). Wedding planner, wedding event job learning module. Seoul: Sidaegosi-plan.
  35. Oh, S. K. (2012). A study on the effect of character of on-line travel community on the dependency of community and the intention of buying. Journal of Tourism Management Research, 52, 199-216.
  36. Park, Y. S. (2011). A study on the location patterns of wedding companies in Seoul: With priority given to Chungdam-dong. Unpublished master's thesis, Education Korea National University, Seoul, Korea.
  37. Sung, M., & Oh, S. J. (2007). The effects of organization characteristics and relationship characteristics on relational performance: Focused on mediating effects of the dimensions of trust and commitment. Journal of Distribution Research, 12(1), 1-31.
  38. Yeom, M. S., & Cho, H. J. (2014). The effects of organizational structure and relation characteristics in a voluntary distribution chain on network capability and performance and the effectiveness of network intensity: Based on resource-based theory and network theory's integrated viewpoint. Korean Journal of Marketing, 29(1), 149-177.
  39. Yoo, H. J. (2008). Effect of the relationship marketing of family restaurant on non-financial performance. Unpublished doctoral dissertation, Sejong University, Seoul, Korea.