An analysis of e-business adoption and its impact on relational quality in travel agency–supplier relationships |
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Authors: | Luisa Andreu Joaquín Aldás J Enrique Bigné Anna S Mattila |
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Institution: | 1. University of Valencia, Faculty of Economics, Department of Marketing, Avda. Naranjos s/n, 46022 Valencia, Spain;2. Pennsylvania State University, School of Hospitality Management, 224 Mateer Building, University Park, PA 16802, USA |
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Abstract: | This study analyzes how managers of retail travel agencies perceive the antecedents and consequences of adopting e-business in their supplier relationships. A comprehensive model integrating its antecedents and relational effects is developed and empirically tested using SEM. The study surveyed 101 travel agents in Spain. Research findings indicate that customer pressure has a strong influence on e-communication practices. E-communication with the travel agency's supplier and the pressure exerted by the sector are the main antecedents for e-procurement. Effects of e-business on relational quality are contradictory. E-procurement influences negatively on trust. Conversely, e-communication has a positive impact on trust, thus having a favorable impact on perceived reciprocity and travel agent's commitment to its supplier. Main findings indicate that the use of the Internet is largely driven by normative pressures, and this coercive power has a detrimental impact on trust. To avoid such negative consequences, perceived reciprocity is a prerequisite for committed supplier relationships. |
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Keywords: | Travel agencies Supply chain E-business Trust Commitment Relational quality |
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