Moderators between Relationship Value and Relationship Commitment--A Study of Airline Customers in Taiwan_

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題名：	Moderators between Relationship Value and Relationship Commitment--A Study of Airline Customers in Taiwan
書刊名：	運動與遊憩研究
作者：	葉晶雯
作者(外文)：	Yeh, Ching-wen
出版日期：	2012
卷期：	6:3
頁次：	頁95-112
主題關鍵詞：	關係價值；關係承諾；競爭者吸引力；多樣性人格特質；參考團體的影響力；性別；Relationship value；Relationship commitment；Competitor attractiveness；Need for variety；Reference group influence；Gender
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:17

本研究旨在探討介於關係價值與關係承諾之間調節因子，以臺灣航空客運的旅客為例。共發出600份問卷，有效樣本數392份。結果顯示：關係價值對關係承諾有顯著正向影響。多樣性人格特質、性別不會調節關係價值與關係承諾之間的關係。競爭者吸引力、參考團體的影響力會調節關係價值與關係承諾之間的關係。根據研究結果提出管理實務意涵，以供航空業者在維繫顧客關係上參考。

以文找文

This study explores moderators between relationship value and relationship commitment. This study focused its research in the airline industry, targeting airline customers as sample. 600 surveys were distributed, and 392 valid samples were collected. The hypotheses were tested using data from airline relational customers. Results showed that relationship value positively and significantly influences relationship commitment. Moreover, the need for variety does not moderate the relationship between relationship value and relationship commitment. Meanwhile, competitor attractiveness and reference group do moderate the relationship between relationship value and relationship commitment. Finally, the effect of relationship value on relationship commitment does not vary with gender. We conclude by providing suggestions for improvements in service management within the airline industry in Taiwan.

以文找文

期刊論文
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學位論文
1.	Huang, Pemg-Fei(1998)。Relationship Marketing: Investigation into Consumers’ Initiation, Maintenance & Adjustment/Disengagement of Marketing Relationship(博士論文)。The University of Mississippi。
2.	Hogan, John E.(1998)。Assessing Relationship Value in Business Markets(博士論文)。University of North Carolina。

圖書
1.	Gilligan, C.、Ward, J.、Taylor, J.(1988)。Mapping the Moral Domain。Cambridge：Harvard Press。
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5.	Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。
6.	Aiken, Leona S.、West, Stephen G.、Reno, Raymond R.(1991)。Multiple regression: Testing and interpreting interactions。Sage。

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