Abstract One of the main aims of travel agencies is to collaborate with airline companies in designing tourism products connectivity and timetable coordination. The objective of this study was to investigate how strategic collaboration between airline companies and travel agencies affects collaborative performance, particularly in terms of delivery quality and complementarities with supplier competencies. Data were obtained via questionnaire surveys that were distributed among employees of travel agencies from Taiwan, Mainland China, Hong Kong and Singapore. The model and the hypotheses were tested using structural equation modeling. The findings of this study indicate that higher delivery quality from airline companies improves a travel agency’s ability to develop and operate more effectively. Complementarities with supplier competencies across the airline companies and travel agencies facilitate the development of knowledge competence particularly in relation to price strategy. In addition, supply chain flexibility significantly influences collaborative performance within travel agency collaborations.
Highlights This study utilized a reliable multidimensional measure of factors that influence collaborating performance between airline companies and travel agencies. The results imply that partners’ evaluation of the supply chain factors also has a spillover effect on collaborating performance. A travel agent will align the specific delivery quality from pivotal partner and lead the unique market strategy by standard communication. Complementarities with supplier competencies are therefore an example of supply chain flexibility and are strategically important for a travel agent. Adapted service standard communication in inter-organizational systems (i.e., GDS) can help travel agencies become more efficient and more competitive by streamlining operations between airline companies and travel agencies. Travel agents should spread the seed of kindness, show a cooperative attitude, and value the relation with the airline company.
Collaborating pivotal suppliers: Complementarities, flexibility, and standard communication between airline companies and travel agencies
Journal of Air Transport Management ; 55 ; 92-101
2016-05-05
10 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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