This study explored the association between marketing efforts and relationship quality for cross strait leisure farms. Visitors in leisure farms in Beijing and Taiwan were selected as empirical population. Totally 397 valid questionnaires were received. The results indicated that there is a good reliability and validity in our measurement tool; the proposed model was valid and had a highly explaining power. The association between marketing efforts and relationship quality was strongly significant. Product quality was a better predictor for relationship quality and had a higher impact on satisfaction. Finally, theoretical implications and managerial implications were suggested based on the results of our study.
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