Article
Determinants and Outcomes of Relationship Quality: An Empirical Investigation on the Chinese Travel Industry
Asia Pacific Journal of Tourism Research
(2009)
Abstract
This study investigates the determinants and outcomes of relationship quality in the context of the Chinese travel industry. A conceptual model was developed and tested to identify the determinants and outcomes of relationship quality. Partial least squares analyses on the survey data show that five of six proposed predictors have significant influence on relationship quality, and a higher level of relationship quality results in better reputation and stronger customer loyalty. The findings will provide travel agency managers with guidelines to develop and implement effective marketing strategies in the Chinese tourism market.
Keywords
- relationship quality,
- relationship outcomes,
- the Chinese travel industry
Disciplines
Publication Date
March 2, 2009
DOI
10.1080/10941660902728049
Publisher Statement
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Citation Information
Yinghua Huang, Fucai Huang, Maxwell K. Hsu and Fei Chang. "Determinants and Outcomes of Relationship Quality: An Empirical Investigation on the Chinese Travel Industry" Asia Pacific Journal of Tourism Research Vol. 14 Iss. 1 (2009) p. 59 - 75 ISSN: 1094-1665 Available at: http://works.bepress.com/yinghua-huang/10/