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題名：旅行社業務人員關係行銷之研究
書刊名：戶外遊憩研究
作者：曹勝雄 引用關係／林慧玲
作者(外文)：Tsaur, Sheng-hshiung／Lin, Huei-lirng
出版日期：1998
卷期：11:4
頁次：頁1-16
主題關鍵詞：旅行社；關係行銷；關係品質；LISREL模式；Travel agent；Relationship marketing；Relationship quality；LISREL model
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:0
  • 點閱點閱:58
　　　　　本文旨在探討影響旅行社業務人員與顧客間關係品質之因素，並透過研究建立旅 行社業務人員關係行銷之實證模式。首先經由文獻回顧建立關係行銷之觀念性架構與研究假 設，並利用 LISREL 模式進行實證分析。本研究以曾經參加旅行社海外套裝旅遊的消費者為 研究對象，實證結果顯示本研究所建立之關係行銷模式可適當地說明影響旅行社業務人員與 顧客間關係品質之因素。其中業務人員之「服務領域專業性」、「關係銷售行為」、「服務 具體化」、「誠信」與消費者實際參團後的「旅遊體驗」會顯著影響「關係品質」，而雙方 之「關係品質」也正面影響顧客忠誠度。本研究結果可提供業者研擬關係行銷策略與建立長 期銷售關係之參考。
　　　　　The purpose of this study is to investigate the determinants that influence relationship quality between travel agents and customers, then establish the empirical model of relationship marketing. This study first constructs relationship marketing conceptual framework and research hypotheses based on existing literature; the next step is to utilize linear structural relation model 【 LISREL 】 to conduct empirical analysis. The subjects are customers who have attended overseas package tours. It is found that empirical model can explain the relationship between agents and customers and clarify the determinants that influence relationship quality. The result of this study indicate that several factors including "service domain expertise","relational selling behavior", "tangible service", "honesty" and "travel experience" influence "relationship quality". And "relationship quality" also has a significant influence on customer's loyalty. This study also provide suggestions about relationship marketing strategies and long-term relationship establishment for the travel industry.
期刊論文
1.Schlenker, B. R.、Helm, B.、Tedeschi, J. T.(1973)。The Effect of Personality and Situational Variables on Behavioral Trust。Journal of Personality and Social Psychology，25(3)，419-427。  new window
2.Copulsky, Jonathan R.、Wolf, Michael J.(1990)。Relationship Marketing: Positioning for the Future。Journal of Business Strategy，11(4)，16-20。  new window
3.Evans, Joel R.、Laskin, Richard L.(1994)。The Relationship Marketing Process: A Conceptualization and Application。Industrial Marketing Management，23(5)，439-452。  new window
4.Johnson, D. W.、Johnson, S.(1972)。The effects of attitude similarity, expectation of goal facilitation, and actual goal facilitation on interpersonal attraction。Journal of Experimental Social Psychology，8(3)，197-206。  new window
5.Busch, P.、Wilson, D. T.(197602)。An experimental analysis of a saleman's expert and referent bases of social power in the buyer-seller dyad。Journal of Marketing Research，13，3-11。  new window
6.Louise, R.、Sara, D.(1995)。A concept of commitment: Alternative views of relational continuity in business service relationship。Journal of Business and Industrial Marketing，10(5)，22-37。  new window
7.Perrien, J.、Richard, L.(1995)。The meaning of a marketing relationship; A pilot study。Industrial Marketing Management，24(3)，37-43。  new window
8.Sheth, J. N.、Parvatiyar, A.(1995)。Relationship marketing in consumer markers: Antecedents and consequence。Journal of the Academy of Marketing Service，1995(Fall)，155-271。  new window
9.Stacey, B.(199309)。The many benefits of relationship marketing。Direct Marketing，55(5)，68-69。  new window
10.Crosby, Lawrence A.、Stephens, Nancy、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Service Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
11.Williamson, Oliver E.(1983)。Credible commitment: Using hostages to support exchange。American Economic Review，73(4)，519-540。  new window
12.Ganesan, Shankar(1994)。Determinants of long-term orientation in buyer-seller relationships。Journal of Marketing，58(2)，1-19。  new window
13.Solomon, Michael Robert、Surprenant, Carol F.、Czepiel, John A.、Gutman, Evelyn G.(1985)。A role theory perspective on dyadic interactions: The service encounter。Journal of Marketing，49(1)，99-111。  new window
14.Westbrook, Robert A.(1981)。Sources of Consumer Satisfaction with Retail Outlets。Journal of Retailing，57(3)，68-85。  new window
15.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
學位論文
1.顧正懿(1995)。滿意度、顧客忠誠度關係之研究--以台灣地區汽車經銷商為例(碩士論文)。國立中正大學。  延伸查詢new window
2.周昌筠(1991)。壽險業務員之關係行銷--從台北壽險保戶之觀點來探討(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Tan, A. S.(1981)。Mass Communication Theories and Research。Columbus, OH：Grid Publishing, Inc.。  new window
2.Pruitt, Dean G.(1981)。Negotiation Behavior。New York, NY：Academic Press, Inc.。  new window
3.Roloff, M. E.、Miller, Gerald R.(1987)。Interpersonal Processes: New Directions in Communication Research。London：Sage Publications, Inc.。  new window
圖書論文
1.Taylor, J. L.、Woodside, A. G.(1981)。Exchange behavior among salesmen and customers in natural setting。Buyer-seller interactions: Empirical Research an Normative Issues。Chicago：American Marketing Association, Proceedings Services。  new window
2.Zeithaml, V. A.(1981)。How consumer evaluation process differ between goods and services。Marketing of Services。Chicago：American Marketing Association。  new window
3.Derlega, V. J.、Winstead, B. A.、Wong, D. T. P.、Greenspan, M.(1987)。Self Disclosure and Relationship Development: An Attributional Analysis。Interpersonal Process: New Directions in Communication Research。London：Sage Publication, Inc.。  new window
4.Berry, Leonard L.(1983)。Relationship marketing。Emerging Perspectives on Services Marketing。Chicago, Illinois：American Marketing Association。  new window
 
 
 
 
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