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초록·키워드 목차

Understanding the online travel industry presents practitioners and academicians with two issues. First, management needs to understand the strategy and their performances. Second, the strategic role in online travel industry needs to be examined and its moderating attributes leveraged to attain and sustain competitive advantage as a agency"s performance.
This study identifies the direct impact of core service quality, relational benefit and customer satisfaction to relational orientation, using date from tourists experiencing online travel agency. The results demonstrate as follows. First, core service quality and relational benefit have significant relationship. Second, relational benefit gives significantly positive impacts to the customer satisfaction. Third, the customer satisfaction and relational orientation have significant relationship.
With the advent of the Internet, this paper concludes with implications for the performance of online travel agency and highlights open areas for future research. #온라인 여행사(Online Travel Agency) #핵심 서비스품질(Core Service Quality) #관계혜택(Relational Benefit) #고객만족(Customer Satisfaction) #관계지향성(Relational Orientation)

Abstract
I. 서론
II. 이론적 배경
III. 연구설계 및 방법
IV. 분석결과
V. 결론
참고문헌

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