The Impact of Brand Benefits and Relationship Quality of the Travel Web Site on Customer Loyalty in Mainland China’s First and Second Tier Cities.

• Main Authors: Cho Cheng Chun, 卓成君
• Other Authors: FengTeTai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/39397537747692823232

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The main purpose of this study is to discuss the impacts of brand benefits and relationship quality of the travel web site on customer loyalty in mainland China’s first and second tier cities. The survey was conducted in Shanghai and Nanzningz. On the one hand, we received 246 complete questionnaires in Shanghai, giving a 98.4% response rate, and 240 of them are useful. On the other hand, we received 250 complete questionnaires in Nanzningz, giving a 100% response rate, and 240 of them are useful. The findings of this research indicate that: (1) In Shanghai and Nanning, brand benefits partially positively impacts relationship quality. (2) In Shanghai and Nanning, relationship quality positively impacts loyalty.(3) In Shanghai and Nanning, brand benefits cannot positively impacts loyalty.(4) Differences between Shanghai and Nanning will not significantly moderate the relationship between brand benefits and relationship quality. (5) Differences between Shanghai and Nanning will significantly moderate the relationship between relationship quality and loyalty. (6) Relationship quality is an important mediation factor for brand benefits to affect directly on loyalty.