Moderators between Relationship Value and Relationship Commitment-A Study of Airline Customers in Taiwan

Abstract

This study explores moderators between relationship value and relationship commitment. This study focused its research in the airline industry, targeting airline customers as sample. 600 surveys were distributed, and 392 valid samples were collected. The hypotheses were tested using data from airline relational customers. Results showed that relationship value positively and significantly influences relationship commitment. Moreover, the need for variety does not moderate the relationship between relationship value and relationship commitment. Meanwhile, competitor attractiveness and reference group do moderate the relationship between relationship value and relationship commitment. Finally, the effect of relationship value on relationship commitment does not vary with gender. We conclude by providing suggestions for improvements in service management within the airline industry in Taiwan.