關係品質前置變數與影響結果之研究：以土耳其國際旅館經營為例

Abstract

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This study researched the antecedents (communication, service quality, and consumer perceived value); and trust, relationship commitment as mediators; and consequences (customer loyalty) of relationship quality in a hotel service business context. This study will help hotel managers to develop and implement effective relationship marketing strategies. Effective usage of relationship marketing strategies will be able to improve hotel customer loyalty such as repurchase intention and word of mouth. To analyze data collected from Taiwanese and non-Taiwanese international hotels of Turkey. The study recruited 272 respondents to test the proposed model. A partial-least-square-based structural equation modeling was adopted to evaluate the measurement of research constructs and test the research hypotheses that underpinned a proposed conceptual model. These two mediators play fully mediating roles between communication and customer loyalty and between service quality and customer loyalty. Findings show that trust and relationship commitment play partially mediating roles between customer perceived value and customer loyalty.