Determinants of Financial Benefits of Inter-Organizational Relationship Marketing between International Travel Companies

Abstract

This study examines the financial benefits of inter-organizational relationship marketing between two groups of international travel companies in Vietnam and Thailand. A quantitative approach with statistical techniques, including factor and multiple regression analyses were employed. The unit of analysis was at the corporate level with the target population of all Vietnamese international travel companies having relationships with Thai travel partners. The returned sample (n=114) had a response rate of 51.8%. The study found that in order to achieve better financial benefits of the relationship, travel companies should participate in planning and goal setting, show more commitment, have a high frequency of interaction, pay attention to organizational compatibility; formalize the relationship, and have good coordination of the relationship with partners. In addition, the results provide empirical evidence that factors of commitment, frequency of interaction, and coordination significantly contribute to predict the financial benefits of the relationship. Keywords: Relationship Marketing, Financial Benefits of Relationship, Vietnam- Thailand Tourism To cite this document: Mai Ngoc Khuong, "Determinants of Financial Benefits of Inter-Organizational Relationship Marketing between International Travel Companies", Contemporary Management Research, Vol.9, No.2, pp.193-210, 2013. Permanent link to this document: http://dx.doi.org/10.7903/cmr.11065