| 摘要: | F航空公司自1993年參與國際航線營運以來，目前經營數條亞洲區域航線，由於經營性質屬性較多為觀光島嶼度假航點，淡旺季明顯區別，須由透過旅行業為主要行銷管道，因此F航空公司與旅行業關係管理、關係品質與關係績效對於彼此顯現相當的重要。本研究以關係管理、關係品質與關係績效為研究主題，並以F航空公司與目前合作的旅行業作為實証分析的對象。運用描述性統計分析來闡述F航空公司與旅行業基本資料，並以雙母體均值差異性檢定-不同樣本在進行兩個母體參數統計差異性推論，來分析F航空公司與旅行業間認知差異性，同時再運用迴歸分析實証模式，證明雙方對於關係管理、關係品質與關係績效，以及關係績效對實際交易績效的影響性。 研究結果顯示：(1) 航空公司與旅行業間對於關係管理中相互依賴、專業領域、契約規範與提供客製化服務持有相同且正向看法，但於雙方道德行為、關係利益與訊息溝通等問項卻持有不同且反向看法。 (2) 航空公司與旅行業間對於關係品質中滿意與承諾持有相同且正向看法，但對於信任問項中的對方會提供價格合理產品，卻持有不同且反向看法。(3) 航空公司與旅行業間對於關係績效之忠誠度與繼續合作的意願均持有相同且正向的看法。(4) F航空公司對旅行業間關係管理對關係品質有顯著性的影響。(5) F航空公司對旅行業間關係品質對關係績效有顯著性的影響。(6) F航空公司對旅行業間關係管理對關係績效有顯著性的影響。(7) 旅行業對F航空公司間關係管理對關係品質有顯著性的影響。(8) 旅行業對F航空公司間關係品質對關係績效有顯著性的影響。(9) 旅行業對F航空公司間關係管理對關係績效有顯著性的影響。(10) 旅行業對F航空公司關係績效之忠誠度對實際交易績效有顯著性的影響。 後續研究建議：(1) 建議後續研究採用事先電話預約且親自訪談現場發放回收方式，雖然較費時但可提高信度。(2) 建議可擴大範圍以區域性航空公司或洲際性航空公司為研究對象，並以商務性質與觀光性質的觀點來區分與旅行業關係程度。(3)建議關係管理是否會透過關係品質中介變數對關係績效有影響關係。
Since its engagement in international airlines in 1993, F Airline has currently running several air lines in Asia. Because its business property is more focused on the islands of tourism and vacation, it has significant slack and boom seasons; and because the travel industry is its major marketing channel, the relationship management, relationship quality and relationship performance between it and travel industry seems very important to both of them. Therefore, the subject of this research is the relationship management, relationship quality and relationship performance, and takes F Airline and its current cooperated travel industry as the object of empirical analysis. The descriptive statistic is applied to illustrate the profile of F Airline and travel industry, and use two populations average difference test to analyze the cognition difference between them. Furthermore, applying the empirical model of regression analysis to proof the influence of relationship management, relationship quality and relationship performance between them, and the influence of relationship performance on trading percentage performance. It is shown that (1) they have same and positive viewpoint on the mutual dependence in relationship management, professional field, contract regulation and providing customized service; however, they have different and opposite viewpoint on moral behavior, relationship benefit and communication. (2) They have same and positive viewpoint on the satisfaction and commitment of relationship quality; however, they have different and opposite viewpoint on the offering of product with reasonable price by the other party in the question of trust. (3) They have same and positive viewpoint on the loyalty and will to continue the cooperation of the relationship performance. (4) F Airline has significant influence on the relationship management to relationship quality in travel industry. (5) F Airline has significant influence on the relationship quality to relationship performance in travel industry. (6) F Airline has significant influence on the relationship management to relationship performance in travel industry. (7) Travel industry has significant influence on the relationship management to relationship quality in F Airline (8) Travel industry has significant influence the relationship quality to relationship performance in F Airline. (9) Travel industry has significant influence on the relationship management to relationship performance in F Airline. (10) Travel industry has significant influence on the relationship performance to trading percentage performance in F Airlines. Suggestions for follow up research: (1) Make appointment by telephone and interview personally to issue and return the questionnaire on-site; although it takes more time, it has higher credibility. (2) Enlarging scope of research object to regional airline or intercontinental airline, and use the viewpoint of commercial or tourism nature to discriminate the relationship with travel industry. (3) Whether the relationship management has influence on relationship performance through intervening variable of relationship quality. |
