【作者】 常飞；

【导师】 黄福才；

【作者基本信息】 厦门大学 ， 旅游管理， 2007， 硕士

【摘要】 本文从营销的视角来分析我国旅行社存在的问题,将西方学者在80年代末提出的一种新的营销理论——关系营销引入旅行社的研究中,并从关系营销的核心概念关系质量入手,从人际关系的角度构建了旅行社员工与顾客之间的关系质量模型,并通过对厦门地区国际旅行社的实证研究,论证了模型构建的科学性。本研究还从社会交往和关系行为的角度研究旅行社B-B领域与供应商之间的关系质量,最后基于关系质量来研究旅行社的关系营销策略,从旅行社与顾客、内部员工、竞争者、供应商、分销商、影响者之间的关系来全面分析我国旅行社所处的动态关系环境,为改善我国旅行社目前的经营困境,转变营销理念,改善服务质量,提升关系质量,从而迅速增强旅行社的竞争实力等旅行社关系营销实践以及关系管理方面提供理论指导和实践参考。全文结构如下:第一章,导论。主要说明开展旅行社关系营销和关系质量研究的现实背景,提出旅行社基于关系质量开展关系营销获取竞争优势的重要意义,在回顾国内外关系营销以及关系质量相关研究进展的基础上,明确研究对象、研究思路和方法。第二章,关系质量的基本维度及产出要素分析。将满意、信任和承诺作为衡量关系质量的关键维度,同时探讨了三者之间的关系以及关系质量对购买行为和企业绩效的影响,为后续的模型假设提供理论基础。第三章,旅行社员工与顾客关系质量模型构建及实证研究。在前人研究的基础上,通过对旅行社员工与顾客关系质量前置要素、产出要素的分析,从人际关系的角度构建了旅行社员工与顾客关系质量假设模型,并通过调查问卷对厦门地区国际旅行社员工与顾客关系质量进行了实证研究,综合运用多种统计分析方法论证了模型的正确性。第四章,旅行社B-B领域关系质量模型构建。在B-B领域重点研究旅行社与供应商之间的关系。从社会交往和关系行为的角度提出旅行社与供应商关系质量的前置因素、产出要素,构建了旅行社与供应商关系质量模型,为关系营销背景下旅行社B-B领域关系的建立提供应用指导。第五章,旅行社关系营销策略研究。结合我国旅行社企业的特点,对旅行社与六大关系主体之间的关系展开论述,并根据实证研究的结果及理论分析提出旅行社与六大市场的关系营销策略。第六章,研究结论与展望。总结本文的主要观点,研究的创新点,并提出研究的局限性和对未来研究的建议。更多还原

【Abstract】 Relationship marketing, which was developed by western researchers at the end of 1980s, is introduced in this paper to explore the issues of travel agencies in China. Relationship quality is recognized as a central construct in the relationship marketing literature and is considered as an overall assessment of the strength of a relationship. To begin with, the paper examines the various definitions and dimensions of relationship quality and tries to synthesize these to enchance the current understanding of the construct of relationship quality. First, this paper develops a nomological model in employee-customer dyadic relationship in China travel agency industry setting. An empirical study is carried out to develop a scale of measurement of the relationship quality, and then the proposed model is examined. Second, the relationship quality between buyer-seller in B-B is discussed and a hypothesized model in travel agency-supplier relationship is proposed. Based on the relationship quality, the strategies of relationship marketing for customers, internal markets, competitors, suppliers, distributors and social influencial forces are suggested. It is concluded that relationship marketing plays a significant role in improving the marketing management, enchancing the service quality and shaping the competitive advantage of travel agencies. Suggestions to help travel agencies in relationship marketing application and long term healthy development are recommended.The paper consists of six chapters as follows:First chapter is the introduction. The project background, research objectives, theoretical framework, methodology and research significance are proposed and the literature review is summarized.The second chapter discusses the dimensions and outcomes of relationship quality. Satisfaction, trust and commitment are regarded as the key components of relationship quality. And the relationship between the three constructs is then discussed. After that the impact of relationship quality on purchasing behavior and business performance is explored and thus form a theoretical foundation for further research. The third chapter proposes a model of employee-customer dyadic relationship quality in travel agency industry and an empirical test is conducted. The antecedents, outcomes of relationship quality between employees and customers are analysed, a survey is conducted with customers from several international travel agencies based in Xiamen. The statistical software SPSS is used to test the model. The results show that the mutual disclosure, expertise, customer-oriented, core service delivery and effective communication significantly influence employee-customer relationship quality. The findings also support that relationship quality, defined as a higher-order construct of satisfaction, trust and commitment, has a positive impact on travel agency reputation and customer loyalty.The fourth chapter provides a relationship model in domain of business-to-business marketing. This is followed by a detailed discussion of antecedents, outcomes of buyer-seller relationship quality in B-B and brings implications for relationship marketing of travel agencies in B-B area.The fifth chapter addresses the relationship marketing strategies. According to the results of empirical study and the features of travel agencies in China, managerial implications in marketing practice are outlined and suggested.The final chapter summarizes the paper, proposes the research contribution and insufficiency in this paper, and then identifies directions for future research.更多还原