The Study of Internet Marketing Performance Betweens Travel Agent''s Magager

• Main Authors: Chung-I Huang, 黃正一
• Other Authors: Sheng-Hshiung Tsaur
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/51224062731987727345

碩士 === 中國文化大學 === 觀光事業研究所 === 89 === Internet Marketing Performance Concept between Tervel Agents’ manager Student: Cheng-I Huang Advisor: Prof . Sheng-Hshiung Tsaur Chinese Culture University ABSTRACT The purpose of this study is to investigate the Internet marketing performance con-cept between Travel Agents’ manager. It is anticipated that relational will influence wholesalers’ marketing via Internet marketing. The study first establishes relational be-havior conceptual model and research hypotheses based on existing literature; the next step is to utilize linear structural relation model to conduct empirical analysis; and fi-nally to clarify the determinants that influences relationship quality of travel agents. The subjects are Type travel agents with head offices in Taiwan, This study is based on relational behavior model in order to explain the current organizational rela-tionship between retailers and wholesalers of the travel agents. It is supported that em-pirical model. The data is collected by 125 questionnaires. Travel Agents Internet Mar-keting Performance of all samples, 101 different service firms responded by returning at least one questionnaire form an manager. Completed questionnaires were returned by 88 contact-manager(70% response rate). It is supported that empirical model can explain the relationship between whole-salers and retailers, and clarity the determinants that influence relationship quality. The Internet marketing performance that relationship quality, in turn, has a significant influ-ence on buyer’s loyalty and seller’s market shares. Interesting, the effects of both rela-tional behavior and relationship quality depend on the age of the buyer-seller relation-ship as well ad the importance of the product for the travel industry.