航空公司與旅行業間關係銷售行為之研究

The Study of Relational Selling Behavior between Airlines and Travel Agencies

10.6130/JORS.2000.13(2)2

曹勝雄(Sheng-Hshiung Tsaur)；蘇明芳(Ming-Fang Su)；林若慧(Jo-Hui Lin)

關係銷售行為 ； 關係品質 ； 線性結構關係模式 ； relational selling behavior ； relationship quality ； LISREL model

戶外遊憩研究

13卷2期（2000 / 06 / 01）

23 - 43

繁體中文

本研究旨在探討航空公司與旅行社間之關係銷售行為。首先依據文獻建立關係銷售行為之觀念性架構與研究假設，再以線性結構方程模式(LISREL)進行實證研究。研究中之調查樣本包含台北市252家旅行社。實證結果顯示，本研究建立之關係銷售行為模式可適當地解釋航空公司與旅行社間之關係銷售行為，並發現「互相依賴」與「團結合作」等行為會顯著地正向影響「關係品質」，而「投機行為」則顯著地負向影響「關係品質」，「關係品質」亦進而顯著地正向影響旅行社對航空公司之「忠誠度」與旅行社之「績效」。文中亦探討「關係期間」與「互賴程度」等變數對模式之干擾效應。本研究結果將可驗證關係銷售行為之理論架構，並提供航空業者研擬關係管理策略之參考。

The purpose of this study is to investigate the relational selling behavior between airlines and travel agencies. It is anticipated that the relational selling behavior will influence travel agency's loyalty and performance via mediating variable of relationship quality. The study first establishes the conceptual model of relational selling behavior and research hypotheses based on literature review. The next, is to construe linear structural relations model (LISREL) to conduct an empirical study. The study sample included 252 travel agencies in Taipei. It is revealed that the study model can appropriately explain the selling relationship behavior between airlines and travel agencies. The results of this study indicate that ”interdependency” and ”solidarity behavior” will positively influence the relationship quality significantly, but the ”opportunistic behavior” will negatively influence the relationship quality significantly. And the relationship quality in turn has a significant, positive influence on the loyalty and performance of travel agencies. The study also discusses moderating effects by using the variables of ”duration of relationship” and ”degree of dependency”. The results validate the framework of the relational selling behavior, and provide suggestions the relationship management strategies for the airlines.

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