The Influence of Relationship Management, Relationship Quality and Relationship Performance between Airline and Travel Industry –An Example of F Airline

• Main Authors: Ching-yao Ta, 答京瑤
• Other Authors: Ching-cheng Shen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/88120337268599978655

碩士 === 南華大學 === 旅遊事業管理學研究所 === 93 === 　　Since its engagement in international airlines in 1993, F Airline has currently running several air lines in Asia. Because its business property is more focused on the islands of tourism and vacation, it has significant slack and boom seasons; and because the travel industry is its major marketing channel, the relationship management, relationship quality and relationship performance between it and travel industry seems very important to both of them. Therefore, the subject of this research is the relationship management, relationship quality and relationship performance, and takes F Airline and its current cooperated travel industry as the object of empirical analysis. The descriptive statistic is applied to illustrate the profile of F Airline and travel industry, and use two populations average difference test to analyze the cognition difference between them. Furthermore, applying the empirical model of regression analysis to proof the influence of relationship management, relationship quality and relationship performance between them, and the influence of relationship performance on trading percentage performance. 　 　　It is shown that (1) they have same and positive viewpoint on the mutual dependence in relationship management, professional field, contract regulation and providing customized service; however, they have different and opposite viewpoint on moral behavior, relationship benefit and communication. (2) They have same and positive viewpoint on the satisfaction and commitment of relationship quality; however, they have different and opposite viewpoint on the offering of product with reasonable price by the other party in the question of trust. (3) They have same and positive viewpoint on the loyalty and will to continue the cooperation of the relationship performance. (4) F Airline has significant influence on the relationship management to relationship quality in travel industry. (5) F Airline has significant influence on the relationship quality to relationship performance in travel industry. (6) F Airline has significant influence on the relationship management to relationship performance in travel industry. (7) Travel industry has significant influence on the relationship management to relationship quality in F Airline (8) Travel industry has significant influence the relationship quality to relationship performance in F Airline. (9) Travel industry has significant influence on the relationship management to relationship performance in F Airline. (10) Travel industry has significant influence on the relationship performance to trading percentage performance in F Airlines. 　 　　Suggestions for follow up research: (1) Make appointment by telephone and interview personally to issue and return the questionnaire on-site; although it takes more time, it has higher credibility. (2) Enlarging scope of research object to regional airline or intercontinental airline, and use the viewpoint of commercial or tourism nature to discriminate the relationship with travel industry. (3) Whether the relationship management has influence on relationship performance through intervening variable of relationship quality.