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The Relational Behavior Between Wholesaler and Retailer Travel Agencies: Evidence From Taiwan

National Chiayi University

Chi-Yeh Yung

Kaohsiung Hospitality College

Jo-Hui Lin

Ming Chuan University

This study examined the relational behavior model between wholesale and retail travel agencies. The conceptual model of the study is based on the relational behavior model and relationship marketing literature. The study surveyed 201 retailers in Taiwan. The results indicated that wholesalers' relational behaviors (initiating, signaling, and disclosing behaviors), offering support, and end-users' satisfaction positively influence the relationship quality between travel wholesalers and retailers. In turn, relationship quality positively influences retailers' loyalty and wholesalers' market share. The study highlights the moderators of relationship age and product importance and suggests that they have salient influences on the antecedents and consequences of the relational behavior models. Specifically, retailers' loyalty is reduced when relationship age is short and products become less important. This study supports the theoretical model of relational behavior between travel wholesalers and retailers and provides suggestions for relationship marketing in the travel industries.

Key Words: partnership • relational behavior • relationship marketing • relationship quality

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