Research On The Trust Relationship Management Of Airline Ticket Distribution Channel

The airline ticket distribution channels of China are developing rapidly.Different types of ticket distribution enterprises coexist in the distribution channels which have always occupied the main position of the ticket sales market and play a significant role in promoting the development of airlines.Now the domestic large airlines are constantly strengthening their own direct selling capacity.On the one hand,airlines have a certain dependence on the distribution channels and actively strengthen cooperation;Therefore,a certain competition exits between the two.The opportunistic behavior taken by the distribution enterprises to maximize their interests has seriously damaged the interests of airlines and destroyed their cooperation.Therefore,airlines need to establish trust relationship with the distribution enterprises,strengthen the management of trust relationship and realize the win-win needs.This article first combined the theoretical results of Chinese and foreign related researches and introduced the current status of the trust relationship of the airline ticket distribution channels in China.According to this,the paper summarized the key influencing factors of the trust relationship in the airline ticket distribution channels,puted forward hypotheses and constructed theoretical model of influence mechanism of trust relationship in airline ticket distribution channels.Then,SPSS and AMOS were used to test the reliability and validity of 90 small samples and 232 large samples,and the structural equation model was constructed to verify the related research hypotheses.Finally,this paper divided trust relationship stage of the ticket distribution channels into three stages.In the end,some suggestions were provided for the airlines to strengthen the trust relationship management of the airline ticket distribution channels for each stage.