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.
Acknowledgement
Many thanks to China Scholarship Council for awarding a State Scholarship Fund (No. 2007102024), which contributed to the completion of this paper.