台灣旅館業關係行為對關係品質之影響

The Influence of Relationship Behavior on Relationship Quality in Taiwan Hotel Industry

本研究目的旨在探討關係行為與關係品質之間的關係，並進一步探索其內部結構的關係，與關係接觸所扮演的調節變數關係。本研究透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料。透過典型相關分析結果發現，關係品質中的滿意與信賴主要受到關係行為之相互揭露構面的影響，而關係品質中的信任與承諾主要受到關係行為之合作意圖構面的影響。再者，在調節變數部分，當接觸頻率愈高時，關係行為的相互揭露對關係品質有顯著影響；當接觸時間愈長時，關係行為的合作意圖對關係品質有顯著影響。實務上，本研究建議管理者可以採用最佳化投資於攸關的關係行為構面進行關係行銷活動，以提昇相對應的關係品質。最後，本研究主要貢獻在於針對兩個關係行為構面與四個關係品質構面之間，提供一個新的結構化關係模型。

The purpose of this work is to elucidate how relationship behavior and relationship quality are related, and explores the internal composition and modulation effect of this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Using canonical correlation analysis we found that, satisfaction and dependence of relationship quality found to be affected by mutual disclosure of relationship behavior, whereas trust and commitment of relationship quality were influenced by cooperative intentions of relationship behavior. In practice, hotel managers can hone the relevant relationship behavior dimensions and optimize investments to increase relationship quality. Finally, this study provides a new shape of the structural relationships among two relationship behavior dimensions and four types of relationship quality.