Determinants and Outcomes of Relationship Quality: An Empirical Investigation on the Chinese Travel Industry

Abstract

This study investigates the determinants and outcomes of relationship quality in the context of the Chinese travel industry. A conceptual model was developed and tested to identify the determinants and outcomes of relationship quality. Partial least squares analyses on the survey data show that five of six proposed predictors have significant influence on relationship quality, and a higher level of relationship quality results in better reputation and stronger customer loyalty. The findings will provide travel agency managers with guidelines to develop and implement effective marketing strategies in the Chinese tourism market.