| dc.description.abstract | This study was targetted to identify the factors affecting the IORs
effectiveness which was defined as the generation of satisfaction by the parties
involved in it as a result of the achievement of performance expectations. In the
conceptual framework model, it was hypothesis that there were senven determinants
to the effectiveness of IORs including trust, commitment, coordination,
formalization, frequency of interaction, communication and organizational
compatibility. Relationship marketing support satisfaction and financial benefit as
intervening variables were also hypothesized to affect IORs effectiveness. The
targert population for this study was the Vietnamese travel companies in the central
region and in the south of Viet Nam. Researcher applied quantitative approach as the
major method to conduct the study with main statistic technique consisting factor
analysis, multiple regression and path analysis. The finding from the study suggested
that in order to have effective IORs with other tourist partners, Vietnamese travel
companies should pay priority on such issue as financial benefit from the IORs,
frequency of interaction in the IORs, coordination in the IORs and commitment to
the IORs. The empirical evidence from this study also identified that effectiveness of
the IORs between Vietnamese travel companies and their tourist partners were
directly affected by trust, commitment, coordination, frequency of interaction,
formalization, communication and organizational compatibility. Besides, these IORs
were also indirectly affected by relationship marketing support satisfaction and
financial benefit from the relationships.
Keywords: effectiveness of IORs, financial benefits, relationship marketing
support satisfaction, coordination, trust, commitment, communication, frequency of
interaction, formalization, organizational compatibility. | en_US |
