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題名:旅行社聯營模式關係行銷、關係品質與關係績效影響關係之研究
書刊名:運動休閒餐旅研究
作者:沈進成 引用關係吳雅筠王致遠 引用關係戴文惠
作者(外文):Shen, Ching-chengWu, Ya-yunWang, Chi-yuanTai, Wen-hui
出版日期:2006
卷期:1:4
頁次:頁66-86
主題關鍵詞:關係行銷關係品質關係績效旅行社PAKRelationship marketingRelationship qualityRelationship performanceTravel agencies
原始連結:連回原系統網址new window
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聯營模式(PAK)有助於旅行社及航空公司開發新的旅遊產品與調節淡旺季的旅遊需求,達到分散風險、降低團費、提高營運量、維持旅遊產品品質與價格秩序等目標,在旅行業的經營上頗爲重要。本研究以旅行社PAK的關係管理爲主要研究主題,以問卷調查法進行實證資料之蒐集,對國內知名的聯營中心進行調查,回收有效問卷34份。實證結果顯示:1.在PAK關係利益方面,聯盟成員認爲參加PAK的主要關係利益爲最高,而以學習團體操作能力爲最低。2. PAK關係管理方面,聯盟成員認爲以PAK營運中心的選擇非常重要最高,而以PAK廣告費用適當性爲最低。3. PAK關係維繫方面,以PAK營運中心的運作制度透明化爲最高,而PAK成員的投機程度爲最低。4.在PAK關係品質方面,旅行社PAK成員對PAK有相當程度的信任感,對PAK中心有說到做到等問項表達非常認同。5.在PAK關係忠誠度方面,以PAK成員願意分擔責任與風險爲最高。6.聯盟成員認爲參加PAK的關係拓展中,以增加PAK的營業額度爲最高。7.PAK關係品質及PAK關係利益對PAK關係忠誠度有顯著影響關係。8. PAK關係維繫及PAK關係忠誠度對PAK關係拓展有顯著影響關係。
Package Tour (PAK) is remarkably contributive to both travel agencies and airline companies in achieving their goals such as risk distribution, price reduction, business volume increase, and stability of quality and price for tour products through measures of developing up-to-date tour products and regulating tourist demands between busy and off seasons. Therefore, it plays a vital role in tourism business strategy. Our research was focused on the relationship management of PAK, and our evidence-based information including 34 recovered questionnaires were gathered from renowned PAK centers in Taiwan. The following observations and assumptions were interpreted from statistical analysis of this research: 1. For benefits to members in PAK, "the benefits from the partnership of PAK." were deemed as the highest, while "the benefits of attaining the ability to operate among PAK groups." were deemed as the lowest. 2. For the relationship management of PAK, "How to pick the right PAK center to join is crucial." were deemed as the highest, while "the suitability of advertisement expenses for PAK." were deemed as lowest. 3. For maintaining PAK relations, "The operations of PAK centers should be transparent to every member." were deemed as the highest, while "the speculation of PAK partners" were deemed as the lowest. 4. For quality of PAK relationship, relevant items in our questionnaires regarding the trustworthiness of PAK centers showed that the members of PAK had significant confidence and satisfaction in them. 5. For the loyalty in PAK relations, "PAK partners' willingness to share the risk and responsibility." were deemed as the highest. 6. For the relationship development of PAK, "The increase in business volume of PAK." were deemed as the highest. 7. The coefficients of the quality and interest had significant effect on loyalty in PAK relations. 8. The stability and loyalty had significant effect on the relationship development in PAK relations.
期刊論文
1.Barnes, J. G.(1994)。Close to the Customer: But Is It Really a Relationship?。Journal of Marketing Management,10(7),561-570。  new window
2.Smith, B.(1998)。Buyer-seller relationship: Bonds, Relationship Management, and Sex-type。Revue Canadienne des Sciences de L’Administration,15(1),76-92。  new window
3.Jackson, Donald W. Jr.(1994)。Relationship Selling: The Personalization of Relationship Marketing。Asia-Australia Marketing Journal,2(1),45-54。  new window
4.Copulsky, Jonathan R.、Wolf, Michael J.(1990)。Relationship Marketing: Positioning for the Future。Journal of Business Strategy,11(4),16-20。  new window
5.Evans, Joel R.、Laskin, Richard L.(1994)。The Relationship Marketing Process: A Conceptualization and Application。Industrial Marketing Management,23(5),439-452。  new window
6.Busch, P.、Wilson, D. T.(1976)。An Experimental Analysis of A Salesman's Expert And Referent Bases of Social Power in the Buyer-Seller Dyad。Journal of Marketing Research,13(1),3-11。  new window
7.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing,63(2),70-87。  new window
8.Kumar, Nirmalya、Scheer, Lisa K.、Steenkamp, Jan-Benedict E. M.(1995)。The Effects of Perceived Interdependence on Dealer Attitudes。Journal of Marketing Research,32(3),348-356。  new window
9.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing,54(3),68-81。  new window
10.Hennig-Thurau, Thorsten、Klee, Alexander(1997)。The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development。Psychology & Marketing,14(8),737-764。  new window
11.Lagace, Rosemary R.、Dahlstrom, Robert、Gassenheimer, Jule B.(1991)。The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry。Journal of Personal Selling and Sales Management,11(4),39-47。  new window
12.Wilson, David T.(1995)。An integrated model of buyer-seller relationships。Journal of the Academy of Marketing Science,23(4),335-345。  new window
13.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing,58(3),20-38。  new window
14.Hunt, Shelby D.、Morgan, Robert M.(1995)。The Comparative Advantage Theory of Competition。Journal of Marketing,59(2),1-15。  new window
15.Anderson, Eugene W.、Sullivan, Mary W.(1993)。The Antecedents and Consequences of Customer Satisfaction for Firms。Marketing Science,12(2),125-143。  new window
學位論文
1.林彥甫(2003)。旅行業網絡關係運用之研究--以台中市專營國民旅遊業務之旅行社為例(碩士論文)。靜宜大學。  延伸查詢new window
2.答京瑤(2005)。航空公司與旅行業關係管理、關係品質與關係績效之研究--以某國籍F航空公司為例(碩士論文)。南華大學。  延伸查詢new window
3.蔡慧諭(2005)。農業旅遊策略聯盟關係行銷之研究--以嘉士得網路公司為例(碩士論文)。南華大學。  延伸查詢new window
4.蔡銀海(2004)。客戶關係行銷對採購績效影響之研究--以景德製藥廠為例(碩士論文)。南華大學。  延伸查詢new window
5.莊立育(2003)。我國旅行業國外宗教觀光遊程設計之研究--以以色列朝聖團為例(碩士論文)。南華大學,嘉義。  延伸查詢new window
6.劉小菁(2003)。旅行業策略聯盟績效之研究--以資源基礎觀點(碩士論文)。中國文化大學。  延伸查詢new window
圖書
1.容繼業(2000)。旅行業之經營管理。台北:揚智文化事業有限公司。  延伸查詢new window
2.Seth, A.、Reandall, G.(1999)。He Grocers。London:Kogan Page。  new window
3.Storbacka, K.、Strandvik, T.、Gronroos, C.(1994)。Marketing Theory: Evolution and Evaluation。New York:Wiley。  new window
4.Jackson, Barbara Bund(1985)。Winning and Keeping Industrial Customers。Lexington Books。  new window
5.Berry, L. L.、Parasuraman, A.(1991)。Marketing service: competing through quality。New York, NY:The Free Press。  new window
6.吳明隆、涂金堂(2005)。SPSS與統計應用分析實務。五南圖書出版股份有限公司。  延伸查詢new window
7.Pfeffer, Jeffrey、Salancik, Gerald Richard(1978)。The external control of organizations: A resource dependence perspective。Harper & Row。  new window
8.Armstrong, Gary、Kotler, Philip(2000)。Marketing: An Introduction。Prentice Hall。  new window
9.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey:Prentice Hall。  new window
圖書論文
1.Lewis, Robert C.、Booms, Bernard H.(1983)。The marketing aspects of service quality。Emerging Perspectives on Services Marketing。American Marketing Association。  new window
 
 
 
 
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