旅行社聯營模式關係行銷、關係品質與關係績效影響關係之研究

A Research on the Relationships among the Relationship Marketing, Relationship Quality and Marketing Performance of Package Tour

沈進成(Ching-Cheng Shen) ； 吳雅筠(Ya-Yun Wu) ； 王致遠(Chi-Yuan Wang) ； 戴文惠(Wen-Hui Tai)

《運動休閒餐旅研究》 1卷4期 (2006/12) Pp. 66-86

https://doi.org/10.29429/JSLHR.200612_1(4).05

摘要

聯營模式(PAK)有助於旅行社及航空公司開發新的旅遊產品與調節淡旺季的旅遊需求，達到分散風險、降低團費、提高營運量、維持旅遊產品品質與價格秩序等目標，在旅行業的經營上頗爲重要。本研究以旅行社PAK的關係管理爲主要研究主題，以問卷調查法進行實證資料之蒐集，對國內知名的聯營中心進行調查，回收有效問卷34份。實證結果顯示：1.在PAK關係利益方面，聯盟成員認爲參加PAK的主要關係利益爲最高，而以學習團體操作能力爲最低。2. PAK關係管理方面，聯盟成員認爲以PAK營運中心的選擇非常重要最高，而以PAK廣告費用適當性爲最低。3. PAK關係維繫方面，以PAK營運中心的運作制度透明化爲最高，而PAK成員的投機程度爲最低。4.在PAK關係品質方面，旅行社PAK成員對PAK有相當程度的信任感，對PAK中心有說到做到等問項表達非常認同。5.在PAK關係忠誠度方面，以PAK成員願意分擔責任與風險爲最高。6.聯盟成員認爲參加PAK的關係拓展中，以增加PAK的營業額度爲最高。7.PAK關係品質及PAK關係利益對PAK關係忠誠度有顯著影響關係。8. PAK關係維繫及PAK關係忠誠度對PAK關係拓展有顯著影響關係。

關鍵字

PAK ； 關係行銷 ； 關係品質 ； 關係績效 ； 旅行社

並列摘要

Package Tour (PAK) is remarkably contributive to both travel agencies and airline companies in achieving their goals such as risk distribution, price reduction, business volume increase, and stability of quality and price for tour products through measures of developing up-to-date tour products and regulating tourist demands between busy and off seasons. Therefore, it plays a vital role in tourism business strategy.
Our research was focused on the relationship management of PAK, and our evidence-based information including 34 recovered questionnaires were gathered from renowned PAK centers in Taiwan.
The following observations and assumptions were interpreted from statistical analysis of this research:
1. For benefits to members in PAK, ”the benefits from the partnership of PAK.” were deemed as the highest, while ”the benefits of attaining the ability to operate among PAK groups.” were deemed as the lowest.
2. For the relationship management of PAK, ”How to pick the right PAK center to join is crucial.” were deemed as the highest, while ”the suitability of advertisement expenses for PAK.” were deemed as lowest.
3. For maintaining PAK relations, ”The operations of PAK centers should be transparent to every member.” were deemed as the highest, while ”the speculation of PAK partners” were deemed as the lowest.
4. For quality of PAK relationship, relevant items in our questionnaires regarding the trustworthiness of PAK centers showed that the members of PAK had significant confidence and satisfaction in them.
5. For the loyalty in PAK relations, ”PAK partners' willingness to share the risk and responsibility.” were deemed as the highest.
6. For the relationship development of PAK, ”The increase in business volume of PAK.” were deemed as the highest.
7. The coefficients of the quality and interest had significant effect on loyalty in PAK relations.
8. The stability and loyalty had significant effect on the relationship development in PAK relations.

並列關鍵字

PAK ； Relationship Marketing ； Relationship Quality ； Relationship Performance ； Travel Agencies

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