A comprehensive relationship marketing model between airlines and travel agencies: The case of Taiwan

This study aims to examine how airlines' relationship selling, relational benefits, and relationship quality affect voluntary performance of travel agencies. Hypotheses on the relationship among these constructs were created based on relevant literature and validation using structural equation modeling was carried out. A questionnaire survey was conducted using stratified sampling on comprehensive travel agencies and Class A travel agencies in Taiwan. Among the 1000 copies of the questionnaire, 169 valid copies were collected and used to perform data analysis. Empirical results show that relational benefits and relationship selling can influence voluntary performance of travel agencies through the mediation of relationship quality, although neither has a direct effect on the latter, whereas, relationship quality has a significant and positive impact on voluntary performance of travel agencies towards airlines. It is evident that relationship quality plays an indispensable role in the connection between relationship marketing constructs (relationship selling and relational benefits) and voluntary performance. Results of this study may provide some insights for airlines in developing relationship management strategies towards travel agencies.