Document Type

Article

Publication Date

March 2008

Publication Title

Advances in Marketing: Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators

Abstract

This study investigates the determinants and outcomes of relationship quality in the context of the China travel industry. A conceptual model was developed and tested to identify the determinants of relationship quality and the relationships between relationship quality and key relationship outcomes. Stepwise regression analyses on the survey data show that five of six proposed predictors have significant influences on relationship quality. Further investigation of structural equation modeling demonstrates that higher relationship quality resulted in higher reputation and customer loyalty. The findings will provide travel agency managers with a guideline to develop and implement effective marketing strategies in Chinese tourism market.

First Page

443

Last Page

455

Comments

This is the Publisher's Version of the work that was originally published in Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators, 2008. It can be found online at this link: http://acme-fbd.org/wp-content/uploads/2014/04/ACME_2008_Proceedings.pdf.
Best Paper in Track.
This paper was presented at the Annual Meeting of the Association of Collegiate Marketing Educators, Houston, USA, March 4-8, 2008.

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