• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.404-414
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• 2012

B2B2C distribution channel between travel agencies, the travel franchiser's fairness become a big issue. So this study examines the effects of B2B transaction fairness between travel agencies on relationship-orientation and travel franchisee's performance. The research results are as follows: First, the most influential factor on the franchisee's performance was found as relationship-orientation factor. Second, among the 3 variable factors of B2B transaction fairness, the most influential factor on the franchisee's relationship-orientation was found as interactional fairness. And procedural fairness was found as next. Third, distributive fairness and interactional fairness were found to have a significant effect on franchisee's financial performance. And distributive fairness and procedural fairness were found to have a significant effect on franchisee's non-financial competency. Conclusively, excellent employees of travel franchiser' are the most valuable factors in B2B2C transactions due to the nature of the travel industry where human services are valued above everything else.