THE RELATIONSHIPS OF PERCEIVED VALUE, ATTITUDE AND RELATIONSHIP QUALITY AMONG B2B TRAVEL AGENCIES

• Main Authors: Po-wen Fang, 方柏文
• Other Authors: Jun-yen Lee
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/60334718477893457375

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === The relationship quality is an important factor for wholesaling and retailing travel agencies to develop long-term relationship. It may be affected by the value provided by the wholesaling travel agencies and customers’ attitude. This paper examines the relationships between customer value, attitude, and relationship quality. The questionnaire is used and distributed to two-hundred and sixty four Taiwanese retailing travel agencies. The structure equation modeling (SEM) is also introduced to investigate the relationships of constructs among value, attitude and relationship quality. The findings indicate that there is a significant relationship between customers value, attitude and relationship quality. The customer’s attitude and relationship quality are significantly and directly affected by customer value. The path coefficients are 0.753 and 0.836, respectively. In addition, the attitude directly influences relationship quality. The path coefficient is 0.504. There exists mediating variable, i.e. attitude between customer value and relationship quality. Relationship quality includes the constructs of satisfaction, trust and commitment among B2B travel agencies.