Abstract
Given the rapid development of the internet market and TV shopping, travel agencies are also using these electronic distribution channels to conduct travel product transactions. However, the adoption of internet and TV shopping channels has reduced a substantial portion of interaction between customers and service providers, which may negatively affect customer relationships and, in turn, decrease customer relational benefits. Accordingly, the purpose of this study is to examine the impact of different travel product transaction types on customer relational benefits. Results indicate that interpersonal transaction is rated significantly higher than internet and TV shopping in the three dimensions of customer relational benefits. Finally, implications of these findings for travel industry managers in terms of channel strategies and customer relationship management are subsequently discussed.
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