IDEAS home Printed from https://ideas.repec.org/a/eee/jaitra/v47y2015icp20-31.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969699715000435
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jairtraman.2015.03.015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    2. Li, Ling, 2011. "Assessing the relational benefits of logistics services perceived by manufacturers in supply chain," International Journal of Production Economics, Elsevier, vol. 132(1), pages 58-67, July.
    3. Kelley, Scott W. & Skinner, Steven J. & Donnelly, James Jr., 1992. "Organizational socialization of service customers," Journal of Business Research, Elsevier, vol. 25(3), pages 197-214, November.
    4. Chou, Jui-Sheng & Yeh, Chun-Pin, 2013. "Influential constructs, mediating effects, and moderating effects on operations performance of high speed rail from passenger perspective," Transport Policy, Elsevier, vol. 30(C), pages 207-219.
    5. Merkert, Rico & Hensher, David A., 2013. "Regulation, trust and contractual incentives around transport contracts – Is there anything bus operators can learn from public air service contracts?," Research in Transportation Economics, Elsevier, vol. 39(1), pages 67-78.
    6. Cheng, Jao-Hong, 2011. "Inter-organizational relationships and knowledge sharing in green supply chains—Moderating by relational benefits and guanxi," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 47(6), pages 837-849.
    7. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    8. AfDB AfDB, . "Annual Report 2012," Annual Report, African Development Bank, number 461.
    9. Ellinger, Alexander E. & Daugherty, Patricia J. & Plair, Quentin J., 1999. "Customer satisfaction and loyalty in supply chain: the role of communication," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 35(2), pages 121-134, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. HsiuJu Rebecca Yen & Hoa Pham Thi & Eldon Y. Li, 2021. "Understanding customer-centric socialization in tourism services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 695-723, December.
    2. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    3. José Antonio Rodríguez Martín & Juan Dios Jiménez Aguilera & José Antonio Salinas Fernández & José María Martín Martín, 2016. "Millennium Development Goals 4 and 5: Progress in the Least Developed Countries of Asia," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 129(2), pages 489-504, November.
    4. Craig Garthwaite & Tal Gross & Matthew J. Notowidigdo, 2014. "Public Health Insurance, Labor Supply, and Employment Lock," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 129(2), pages 653-696.
    5. Hsiao, Chan & Lee, Yi-Hsuan & Chen, Wan-Jun, 2015. "The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles," Tourism Management, Elsevier, vol. 49(C), pages 45-57.
    6. Tarek Roshdy Gebba & Mohamed Gamal Aboelmaged, 2016. "Corporate Governance of UAE Financial Institutions: A Comparative Study between Conventional and Islamic Banks," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 6(5), pages 1-7.
    7. Nelson, Ewan & Warren, Peter, 2020. "UK transport decoupling: On track for clean growth in transport?," Transport Policy, Elsevier, vol. 90(C), pages 39-51.
    8. Antonio Bassanetti & Matteo Bugamelli & Sandro Momigliano & Roberto Sabbatini & Francesco Zollino, 2014. "The policy response to macroeconomic and fiscal imbalances in Italy in the last fifteen years," PSL Quarterly Review, Economia civile, vol. 67(268), pages 55-103.
    9. Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    10. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    11. Joseph I. Uduji & Elda N. Okolo-Obasi & Simplice A. Asongu, 2019. "Responsible use of crop protection products and Nigeria's growth enhancement support scheme," Development in Practice, Taylor & Francis Journals, vol. 29(4), pages 448-463, May.
    12. Peter J. Rimmer, 2014. "Asian-Pacific Rim Logistics," Books, Edward Elgar Publishing, number 12949.
    13. Clarete, Ramon L. & Villamil, Isabela Rosario G., 2015. "Readiness of the Philippine Agriculture and Fisheries Sectors for the 2015 ASEAN Economic Community: A Rapid Appraisal," Research Paper Series DP 2015-43, Philippine Institute for Development Studies.
    14. Li, Xi & Yu, Biying, 2019. "Peaking CO2 emissions for China's urban passenger transport sector," Energy Policy, Elsevier, vol. 133(C).
    15. Alleyne, Dillon & Emanuel, Elizabeth & Phillips, Willard, 2013. "An assessment of fiscal and regulatory barriers to the deployment of energy efficiency and renewable energy technologies in Saint Lucia," Sede Subregional de la CEPAL para el Caribe (Estudios e Investigaciones) 38502, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL).
    16. Gang Chen, 2015. "From mercantile strategy to domestic demand stimulation: changes in China's solar PV subsidies," Asia Pacific Business Review, Taylor & Francis Journals, vol. 21(1), pages 96-112, January.
    17. Cristian Pana, 2013. "The National Central Bank’S Management Of Reserve Requirements," Working papers 16, Ecological University of Bucharest, Department of Economics.
    18. Junlakarn, Siripha & Kittner, Noah & Tongsopit, Sopitsuda & Saelim, Supawan, 2021. "A cross-country comparison of compensation mechanisms for distributed photovoltaics in the Philippines, Thailand, and Vietnam," Renewable and Sustainable Energy Reviews, Elsevier, vol. 145(C).
    19. McMahon, Rob, 2020. "Co-developing digital inclusion policy and programming with indigenous partners: Interventions from Canada," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 9(2), pages 1-26.
    20. Wang, Jianjun & Ortiz, Theresa & Navarro, Diana & Maier, Roland & Wang, Summer & Wang, Lisa & Wang, Libing, 2016. "An empirical study of early childhood support through partnership building," Evaluation and Program Planning, Elsevier, vol. 59(C), pages 74-80.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jaitra:v:47:y:2015:i:c:p:20-31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/journal-of-air-transport-management/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.