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A comprehensive relationship marketing model between airlines and travel agencies: The case of Taiwan

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  • Chao, Ching-Cheng
  • Chen, Hsi-Tien
  • Yeh, Tai-Lin

Abstract

This study aims to examine how airlines' relationship selling, relational benefits, and relationship quality affect voluntary performance of travel agencies. Hypotheses on the relationship among these constructs were created based on relevant literature and validation using structural equation modeling was carried out. A questionnaire survey was conducted using stratified sampling on comprehensive travel agencies and Class A travel agencies in Taiwan. Among the 1000 copies of the questionnaire, 169 valid copies were collected and used to perform data analysis. Empirical results show that relational benefits and relationship selling can influence voluntary performance of travel agencies through the mediation of relationship quality, although neither has a direct effect on the latter, whereas, relationship quality has a significant and positive impact on voluntary performance of travel agencies towards airlines. It is evident that relationship quality plays an indispensable role in the connection between relationship marketing constructs (relationship selling and relational benefits) and voluntary performance. Results of this study may provide some insights for airlines in developing relationship management strategies towards travel agencies.

Suggested Citation

  • Chao, Ching-Cheng & Chen, Hsi-Tien & Yeh, Tai-Lin, 2015. "A comprehensive relationship marketing model between airlines and travel agencies: The case of Taiwan," Journal of Air Transport Management, Elsevier, vol. 47(C), pages 20-31.
    • Handle: RePEc:eee:jaitra:v:47:y:2015:i:c:p:20-31
    DOI: 10.1016/j.jairtraman.2015.03.015
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    References listed on IDEAS

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    Cited by:

    1. Das, Deepjyoti & Sharma, Somesh Kumar & Parti, Raman & Singh, Jagroop, 2016. "Analyzing the effect of aviation infrastructure over aviation fuel consumption reduction," Journal of Air Transport Management, Elsevier, vol. 57(C), pages 89-100.
    2. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(2), pages 11-19.
    3. Marwa Salah & Mohamed A Abou-Shouk, 2019. "The effect of customer relationship management practices on airline customer loyalty," Post-Print hal-02454932, HAL.
    4. Salah, Marwa & Abou-Shouk, Mohamed A., 2019. "The effect of customer relationship management practices on airline customer loyalty," MPRA Paper 98032, University Library of Munich, Germany.
    5. Yeh, Chien Chi & Ku, Edward C.S. & Ho, Ching Hua, 2016. "Collaborating pivotal suppliers: Complementarities, flexibility, and standard communication between airline companies and travel agencies," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 92-101.
    6. Meltem Özturan & Meltem Mutlutürk & Burç Çeken & Burçin Sarı, 2019. "Evaluating the information systems integration maturity level of travel agencies," Information Technology & Tourism, Springer, vol. 21(2), pages 237-257, June.

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