题名

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

并列篇名

關係價值與關係承諾之間調節因子之研究－以臺灣航空客運業的乘客為例

DOI

10.29423/JSRR.201203_6(3).0007

作者

葉晶雯(Ching-Wen Yeh)

关键词

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 ； Needfor variety ； Reference group influence ； Gender

期刊名称

運動與遊憩研究

卷期/出版年月

6卷3期（2012 / 03 / 01）

页次

95 - 112

内容语文

英文
中文摘要

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。
英文摘要

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.
主题分类 醫藥衛生 > 預防保健與衛生學
社會科學 > 體育學
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