基于关系质量的旅行社关系营销研究
|
摘要
本文从营销的视角来分析我国旅行社存在的问题,将西方学者在80年代末提出的一种新的营销理论——关系营销引入旅行社的研究中,并从关系营销的核心概念关系质量入手,从人际关系的角度构建了旅行社员工与顾客之间的关系质量模型,并通过对厦门地区国际旅行社的实证研究,论证了模型构建的科学性。本研究还从社会交往和关系行为的角度研究旅行社B-B领域与供应商之间的关系质量,最后基于关系质量来研究旅行社的关系营销策略,从旅行社与顾客、内部员工、竞争者、供应商、分销商、影响者之间的关系来全面分析我国旅行社所处的动态关系环境,为改善我国旅行社目前的经营困境,转变营销理念,改善服务质量,提升关系质量,从而迅速增强旅行社的竞争实力等旅行社关系营销实践以及关系管理方面提供理论指导和实践参考。
全文结构如下:
第一章,导论。主要说明开展旅行社关系营销和关系质量研究的现实背景,提出旅行社基于关系质量开展关系营销获取竞争优势的重要意义,在回顾国内外关系营销以及关系质量相关研究进展的基础上,明确研究对象、研究思路和方法。
第二章,关系质量的基本维度及产出要素分析。将满意、信任和承诺作为衡量关系质量的关键维度,同时探讨了三者之间的关系以及关系质量对购买行为和企业绩效的影响,为后续的模型假设提供理论基础。
第三章,旅行社员工与顾客关系质量模型构建及实证研究。在前人研究的基础上,通过对旅行社员工与顾客关系质量前置要素、产出要素的分析,从人际关系的角度构建了旅行社员工与顾客关系质量假设模型,并通过调查问卷对厦门地区国际旅行社员工与顾客关系质量进行了实证研究,综合运用多种统计分析方法论证了模型的正确性。
第四章,旅行社B-B领域关系质量模型构建。在B-B领域重点研究旅行社与供应商之间的关系。从社会交往和关系行为的角度提出旅行社与供应商关系质量的前置因素、产出要素,构建了旅行社与供应商关系质量模型,为关系营销背景下旅行社B-B领域关系的建立提供应用指导。
第五章,旅行社关系营销策略研究。结合我国旅行社企业的特点,对旅行社与六大关系主体之间的关系展开论述,并根据实证研究的结果及理论分析提出旅行社与六大市场的关系营销策略。
第六章,研究结论与展望。总结本文的主要观点,研究的创新点,并提出研究的局限性和对未来研究的建议。
Relationship marketing, which was developed by western researchers at the end of 1980s, is introduced in this paper to explore the issues of travel agencies in China. Relationship quality is recognized as a central construct in the relationship marketing literature and is considered as an overall assessment of the strength of a relationship. To begin with, the paper examines the various definitions and dimensions of relationship quality and tries to synthesize these to enchance the current understanding of the construct of relationship quality. First, this paper develops a nomological model in employee-customer dyadic relationship in China travel agency industry setting. An empirical study is carried out to develop a scale of measurement of the relationship quality, and then the proposed model is examined. Second, the relationship quality between buyer-seller in B-B is discussed and a hypothesized model in travel agency-supplier relationship is proposed. Based on the relationship quality, the strategies of relationship marketing for customers, internal markets, competitors, suppliers, distributors and social influencial forces are suggested. It is concluded that relationship marketing plays a significant role in improving the marketing management, enchancing the service quality and shaping the competitive advantage of travel agencies. Suggestions to help travel agencies in relationship marketing application and long term healthy development are recommended.
The paper consists of six chapters as follows:
First chapter is the introduction. The project background, research objectives, theoretical framework, methodology and research significance are proposed and the literature review is summarized.
The second chapter discusses the dimensions and outcomes of relationship quality. Satisfaction, trust and commitment are regarded as the key components of relationship quality. And the relationship between the three constructs is then discussed. After that the impact of relationship quality on purchasing behavior and business performance is explored and thus form a theoretical foundation for further research.
The third chapter proposes a model of employee-customer dyadic relationship quality in travel agency industry and an empirical test is conducted. The antecedents, outcomes of relationship quality between employees and customers are analysed, a survey is conducted with customers from several international travel agencies based in Xiamen. The statistical software SPSS is used to test the model. The results show that the mutual disclosure, expertise, customer-oriented, core service delivery and effective communication significantly influence employee-customer relationship quality. The findings also support that relationship quality, defined as a higher-order construct of satisfaction, trust and commitment, has a positive impact on travel agency reputation and customer loyalty.
The fourth chapter provides a relationship model in domain of business-to-business marketing. This is followed by a detailed discussion of antecedents, outcomes of buyer-seller relationship quality in B-B and brings implications for relationship marketing of travel agencies in B-B area.
The fifth chapter addresses the relationship marketing strategies. According to the results of empirical study and the features of travel agencies in China, managerial implications in marketing practice are outlined and suggested.
The final chapter summarizes the paper, proposes the research contribution and insufficiency in this paper, and then identifies directions for future research.
全文结构如下:
第一章,导论。主要说明开展旅行社关系营销和关系质量研究的现实背景,提出旅行社基于关系质量开展关系营销获取竞争优势的重要意义,在回顾国内外关系营销以及关系质量相关研究进展的基础上,明确研究对象、研究思路和方法。
第二章,关系质量的基本维度及产出要素分析。将满意、信任和承诺作为衡量关系质量的关键维度,同时探讨了三者之间的关系以及关系质量对购买行为和企业绩效的影响,为后续的模型假设提供理论基础。
第三章,旅行社员工与顾客关系质量模型构建及实证研究。在前人研究的基础上,通过对旅行社员工与顾客关系质量前置要素、产出要素的分析,从人际关系的角度构建了旅行社员工与顾客关系质量假设模型,并通过调查问卷对厦门地区国际旅行社员工与顾客关系质量进行了实证研究,综合运用多种统计分析方法论证了模型的正确性。
第四章,旅行社B-B领域关系质量模型构建。在B-B领域重点研究旅行社与供应商之间的关系。从社会交往和关系行为的角度提出旅行社与供应商关系质量的前置因素、产出要素,构建了旅行社与供应商关系质量模型,为关系营销背景下旅行社B-B领域关系的建立提供应用指导。
第五章,旅行社关系营销策略研究。结合我国旅行社企业的特点,对旅行社与六大关系主体之间的关系展开论述,并根据实证研究的结果及理论分析提出旅行社与六大市场的关系营销策略。
第六章,研究结论与展望。总结本文的主要观点,研究的创新点,并提出研究的局限性和对未来研究的建议。
Relationship marketing, which was developed by western researchers at the end of 1980s, is introduced in this paper to explore the issues of travel agencies in China. Relationship quality is recognized as a central construct in the relationship marketing literature and is considered as an overall assessment of the strength of a relationship. To begin with, the paper examines the various definitions and dimensions of relationship quality and tries to synthesize these to enchance the current understanding of the construct of relationship quality. First, this paper develops a nomological model in employee-customer dyadic relationship in China travel agency industry setting. An empirical study is carried out to develop a scale of measurement of the relationship quality, and then the proposed model is examined. Second, the relationship quality between buyer-seller in B-B is discussed and a hypothesized model in travel agency-supplier relationship is proposed. Based on the relationship quality, the strategies of relationship marketing for customers, internal markets, competitors, suppliers, distributors and social influencial forces are suggested. It is concluded that relationship marketing plays a significant role in improving the marketing management, enchancing the service quality and shaping the competitive advantage of travel agencies. Suggestions to help travel agencies in relationship marketing application and long term healthy development are recommended.
The paper consists of six chapters as follows:
First chapter is the introduction. The project background, research objectives, theoretical framework, methodology and research significance are proposed and the literature review is summarized.
The second chapter discusses the dimensions and outcomes of relationship quality. Satisfaction, trust and commitment are regarded as the key components of relationship quality. And the relationship between the three constructs is then discussed. After that the impact of relationship quality on purchasing behavior and business performance is explored and thus form a theoretical foundation for further research.
The third chapter proposes a model of employee-customer dyadic relationship quality in travel agency industry and an empirical test is conducted. The antecedents, outcomes of relationship quality between employees and customers are analysed, a survey is conducted with customers from several international travel agencies based in Xiamen. The statistical software SPSS is used to test the model. The results show that the mutual disclosure, expertise, customer-oriented, core service delivery and effective communication significantly influence employee-customer relationship quality. The findings also support that relationship quality, defined as a higher-order construct of satisfaction, trust and commitment, has a positive impact on travel agency reputation and customer loyalty.
The fourth chapter provides a relationship model in domain of business-to-business marketing. This is followed by a detailed discussion of antecedents, outcomes of buyer-seller relationship quality in B-B and brings implications for relationship marketing of travel agencies in B-B area.
The fifth chapter addresses the relationship marketing strategies. According to the results of empirical study and the features of travel agencies in China, managerial implications in marketing practice are outlined and suggested.
The final chapter summarizes the paper, proposes the research contribution and insufficiency in this paper, and then identifies directions for future research.
引文
[1]国家统计局2006年国民经济和社会发展统计公报.
[2]何光炜.新世纪新产业新增长[M].北京:中国旅游出版社,1999:99.
[3]刘人怀,姚作为.关系质量研究述评[J].外国经济与管理,2005,1:29.
[4]Robert M.Morgan,Shelby D.Hunt.The Commitment-Trust Theory of Relationship Marketing[J].Journal of Marketing,1994,58(3):20-38.
[5]Berry,L.,Relationship Marketing,in Berry,L.,G.Shostack and G.Upah(eds.),Emerging Perspectives in Services Marketing,Chicago:AMA,1983.
[6]Jackson,B.,Winning and Keeping Industrial Customers,Lexington,MA:Lexington Books,1985.
[7]克里斯蒂·格鲁诺斯.服务市场营销管理:序言[M].上海:复旦大学出版社.
[8]庄贵军,席酉民.关系营销在中国的文化基础[J].管理世界,2003,10:99.
[9]常志有.关系营销理论述评[J].云南大学人文社会科学学报,2000,3:30-32.
[10]Adrian Payne,Relationship Marketing:A Broaded View of Marketing[R].In:A Payne,eds.Advances in Relationship Marketing[C].London:Kogan Page Ltd.,1995:29-40.
[11]Porter,Michael E.How Competitive Forces Shape Strategy[J].Harvard Business Review,1979,57(Mar-Apr/2):137-145.
[12]Gummesson,Evert.The New Marketing-developing Long-term Interactive Relationship[J].Long Range Planning,1987,20(4):10-20.
[13]Philip Kotler.Marketing Management:Analysis,Planning,Implementation,and Control(9th)[M].Prentice-Hall International,Inc.,1997:15.
[14]Martin Chrigophe,Adrian Payne and David Bfllantyne.关系营销——如何将质量、服务和营销融为一体[M].北京:中国经济出版社,1998:31.
[15]Berry,L.L.Relationship Marketing of Service- Growing Interest,Emerging Perspectives[J].Journal of the Marketing Science,1995,23(4):236-245.
[16]Arias,J.T.G.,A Relationship Marketing Approach to Guanxi[J].European Journal of Marketing,1998,32(1/2):145-156.
[17]林有成.非庸俗的关系营销学[J].企业销售,1999,1.
[18]胡峰,李敏伦.关系营销的经济学渊源及其在我国的适用性[J].中国流通经济,2001,5:56-59.
[19]吕庆华.关系营销的中国实践及发展趋势[J].湖南商学院学报,2005,4:25-28.
[20]陈颖,刘文波.饭店企业的关系营销[J].桂林旅游高等专科学校学报,2000,11(3):29-32.
[21]杨絮飞.论我国旅游饭店营销的现状和策略[J].商业研究,2001,1:164-165.
[22]孙萍.现代饭店的关系营销观[J].扬州大学烹饪学报,2001,2:52-56.
[23]王良举.我国饭店实施关系营销的理论与实践[J].市场周刊·财经论坛,2004,4:79-80.
[24]窦凤英.酒店关系营销策略探讨[J].商业现代化,2005,11:122-123.
[25]胡小燕,葛巧英.饭店营销的核心——锁定关系[J].饭店现代化,2004,1:46-49.
[26]郭喜明.从内部忠诚开始:酒店内部关系营销新视角[J].商业经济文荟,2003,3:36-38.
[27]彭翠珍.论酒店营销中的内部关系营销[J].岳阳职业技术学院学报,2004,12:62-66.
[28]戴光全.旅游关系营销:旅游营销创新的一个概念性框架[J].桂林旅游高等专科学校学报,2003,8:9-13.
[29]刘丽等.论旅游业的关系营销[J].中国农业大学学报(社会科学版),2004,2:54-58.
[30]赵阳.论关系营销原理在旅行社顾客管理中的应用[J].商业研究,2006,11:101-103.
[31]丁苹.旅行社关系营销的新方法[J].芜湖职业技术学院学报,2005,7(2):36-38.
[32]左伟.论我国旅行社开展关系营销的策略[D].暨南大学工商管理硕士学位论文,2002.
[33]朱艳.基于关系营销的我国旅行社购买行为研究[D].西南财经大学硕士学位论文,2006,4.
[34]Crosby,Lawrence A,Evans,Kenneth R,and Cowles,Deborah.Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J].Journal of Marketing,1990,54(3):68-81.
[35]Lagace Rosemary R.,Dahlstrom Robert,Gassenheimer Jule B.The Relevance of Ethical Salesperson Behavior on Relationship Quality:The Pharmaceutical Industry[J].The Journal of Personal Selling & Sales Management,1991,11(4):39-47.
[36]Gabriel Bitran,Maureen Lojo.A Framework for Analyzing the Quality of the Customer Interface[J].European Management Journal,1993,11(4):385-395.
[37]Lassar,W.,Mittal,B.and Sharma,A.Measuring Customer-based Brand Equity[J].Journal of Consumer Marketing,1996,12(4):11-19.
[38]严兴全,唐小飞,李雁晨.关系质量和关系类型的组合对关系价值的影响[J].统计与决策,2005(9):131.
[39]胡在新,汪纯孝.关系质量模型实证研究[J].商业研究,1998,11:22-24.
[40]Liljander,Veronica and Strandvik,Tore.The Nature of Customer Relationships in Services [A].in Teresa A Swartz,David E Bowen and Stephen WBrown,eds.Advances in Services Marketing and Management[C].London:JAI Press Inc.,1995:141-167.
[41]Christian Gronroos.Relationship Marketing:Challenges for the Organization[J].Journal of Business Research,1999,46(3):327-335.
[42]J.Brock Smith.Buyer-Seller Relationships:Similarity,Relationship Management,and Quality[J].Psychology & Marketing(1986-1998),1998,15(1):3-22.
[43]Johnson,Jean L.Strategic Integration in Industrial Distribution Channels:Managing the Interfirm Relationship as a Strategic Asset[J].Journal of the Academy 0fMarketing Science,1999,27(1):4-18.
[44]Holmlund,Mafia.The D & D Model -Dimensions and Domains of Relationship Quality Perceptions[J].Service Industries Journal,2001,21(3):13-36.
[45]Michael L.Dorsch,Scott R.Swanson,Scott W.Kelley.The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers[J].Academy of Marketing Science Journal,1998,26(2):128-142.
[46]Hennig-Thurau,Thorsten and Klee,Alexander.The Impact of Customer Satisfaction and Relationship Quality on Customer Retention:A Critical Reassessment and Model Development[J].Psychology&Marketing,1997,14(8):737-765.
[47]KIEDAISCH I.Internationale Kunden- Lieferanten- Beziehungen[M].Wiesbaden:Gabler -Verlag,1997.
[48]Parasuraman,A.,Zeithaml,V.A.,Berry,L.L.A Conceptual Model of Service Quality and Its Implications for Future Research[J].Journal of Marketing,1985,49:41-49.
[49]Christian Gronroos,Designing a Long Range Marketing Strategy for Services[J].Long Range Planning,1980,13(2):36-42.
[50]K.Michael Haywood.Repeat Patronage:Cultivating Alliances with Customers[J]. International Journal of Hospitality Management,1988,7(3):225-237.
[51]Kelly Hewett,R.Bruce Money,Subhash Sharma.An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships[J].Journal of the Academy of Marketing Science,2002,30:229-239.
[52]Aino Halinen.Business Relationships and Networks:Managerial Challenge of Network Era [J].Industrial Marketing Management,1999,28(5):413-427.
[53]Storbacka Kaj,Strandvik Tore,Gronroos Christian.Managing Customer Relationship for Profit:The Dynamics of Relationship Quality[J].International Journal of Service Industry Management,1994,5(5):21-38.
[54]Ka-shing Woo,Christine T Ennew.Business-to-business Relationship Quality:An IMP Interaction-based Conceptualization and Measurement[J].European Journal of Marketing,2004,38,9/10:1252.
[55]Byron Keating,Robert Rugimbana and All Quazi.Differentiating between Service Quality and Relationship Quality in Cyberspace[J].Managing Service Quality,2003,13,3:217.
[56]Amy Wong和Amrik Sohal.Customers' Perspectives on Service Quality and Relationship Quality in Retail Encounters[J].Managing Service Quality,2002,12(6):424-433.
[57]Roberts,Keith,Varki,Sajeev,and Brodie,Rod.Measuring the Quality of Relationships in Consumer Services:An Empirical Study[J].European Journal of Marketing,2003,37(1-2):169-196.
[58]张大亮,刘朝福.关系质量对客户感知价值的影响研究——基于关系价值的视角[J].经济论坛,2005(13):105.
[59]Kumar,Nirmalya,Scheer,Lisar K,Steenkamp,J B E M.The Effects of Supplier Fairness on Vulnerable Resellers[J].Journal of Marketing Research,1995,32(1):54-65.
[60]Parson,Amy L.What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer's Perspective[J].Journal of Supply Chain Management,2002,38(2):4-12.
[61]Hennig-Thurau,Thorsten,Gwinner,Kevin P,Gremler,Dwayne D.Understanding Relationship Marketing Outcomes:An Integration of Relational Benefits and Relationship Quality[J].Journal of Service Research,2002,4(3):230-247.
[62]Ravald,Annika,Gronroos,Christian.The Value Concept and Relationship Marketing[J]. European Journal of Marketing,1996,30(2):19-30.
[63]Dwyer F.,Robert,Oh Sejo.Output Sector Munificence Effects on the Intemal Political Economy of Marketing Channels[J].Journal of Marketing Research,1987,24(3):347-358.
[64]Penny M.Simpson,Judy A.Siguaw and Thomas L.Baker.A Model of Value Creation:Supplier Behaviors and Their Impact on Reseller-Perceived Value[J].Industrial Marketing Management,2001,30(2):119-134.
[65]Palmer,Adeian,Bejou,David.Buyer-Seller Relationships:A Conceptual Model and Empirical Investigation[J].Journal of Marketing Management,1994,10(6):495-512.
[66]Naude,Pete,Buttle,Francis.Assessing Relationship Quality[J].Industrial Marketing Management,2000,29(4):351-361.
[67]De Wulf,Kfistof.A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships[J].Journal of the Theory of Social Behavior,2001,31(1):73-101.
[68]李桂华.论企业对企业营销的模式与特征[J].现代财经,2000,9:51.
[69]Johanson,Jan,Mattsson,Lars- Gunnar.Marketing Investments and Market Investments in Industrial Networks[J].International Journal of Research in Marketing,1985,2(3):185-195.
[70]姚作为.关系质量的关键维度——研究述评与模型整合[J].科技管理研究,2005,8:132-137.
[71]Mohr,Jakki,Spekman,Robert.Characteristics of Partnership Success:Partnership Attributes,Communication Behavior,and Conflict Resolution Techniques[J].Strategic Management Journal,1994,15(2):135-152.
[72]GEMUNDEN H G,HELFERT G.Hypothesen zum Einsatz von Teams bei Kundenges chaeftsbeziehungen[J].Marketing·ZFP,1997,19(4):247-258.
[73]HE Q.Beschaffung von chinesischen Industrieunternehmen inder Bundesrepublik Deutschland:Strukturen,Prozesse und Determinanten[M].Wiesbaden:GablerVerlag,2002.
[74]Alexander,N.,Colgate,M.Retail Financial Services:Transaction to Relationship Marketing [J].European Journal of Marketing,2000,34(8):938-953.
[75]Joyce A.Young.Strategic Alliances:Are They Relational By Definition[Z].Indiana State University,Working Paper,2000.
[76]陶勇.企业间合作关系质量内涵探讨[J].市场周刊·商务,2004,8:20-21.
[77]Woo Gon Kim,Youngmi Cha.Anrecedents and Consequences of Relationship Quality in Hotel Industry[J].International Journal of Hospitality Management,2002,21:321-338.
[78]Heng-Hsiang Huang et al.Exploring Customer Satisfaction,Trust and Destination Loyalty in Tourism[J].Journal of American Academy of Business.Cambridge,2006,10(1):156-159.
[79]Boulding,William,Ajay Kalra,Richard Staehlin,Valerie A.Zeithaml.A Dynamic Process Model of Service Quality:from Expectations to Behavioural Intentions[J].Journal of Marketing Research,1993,30(2):7-27.
[80]李冰心,黄静.论信任与关系质量[J].商业时代·理论,2005,12:25.
[81]Moorman C,Deshpande R,Zaltman G.Factors Affecting Trust in Market Research Relationships[J].J Mark,1993,57(1):81-101.
[82]Brown,J.R.,Lusch,R.F.,Nicholson,C.Y.Power and Relationship Commitment:Their Impact on Marketing Channal Member Performance[J].Journal of Retailing,1995,71(4):363-392.
[83]Anderson Erin,Barton Weitz.The Use of Pledges to Build and Sustain Commitment in Distribution Channels[J].Journal of Marketing Research,1992,29(2):18-34.
[84]Jaekie L.M.Tam,Y.H.Wong.Interactive Selling:A Dynamic Framework for Services[J].The Journal of Services Marketing,2001,15,4/5:379-391.
[85]Seines F.Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships.Eur J Mark,1998,32(3/4):305-322.
[86]A.Parasuraman,Leonard L.Berry.Delivering Quality Service- Balancing Perceptions and Expectations,New York:The Free Press.
[87]Parasuraman,A.,Zeithaml,Valarie A,Berry,Leonard L.Reassessment of Expectations as a Comparison Standard in Measuring Service Quality:Implications for Future Research[J].Journal of Marketing,1994,58(1):111-124.
[88]孙丽君,姜彩芬.服务质量与顾客行为关系研究[J].经济师,2003,12:242.
[89]菲利浦·科特勒.市场营销管理(亚洲版)[M].北京:中国人民大学出版社,Prentice Hall 出版公司,1997.
[90]何谦,龙雪松,Michael Lingenfelder.关系质量对建立国际采购联盟决策的影响[J].重庆大 学学报,2002(11):133.
[91]Anderson,James A.Narus.A Model of Distributor Firm and Manufacturer Firm Working Relationships[J].Journal of Marketing,1990,54(1):42-58.
[92]Hong-bumm Kim,Woo Gon Kim.The Relationship between Brand Equity and Firms's Performance in Luxury Hotels and Chain Restaurants[J].Tourism Management,2005,26:549-560.
[93]Derlega,V.J.et al.Self-disclosure and Relationship Development:An Attributional Analysis.In:Interpersonal Process:New Directions in Communication Research.Stage,London.
[94]Swan,J.E.,Fraderick,I.F.,Silva,D.W.How Industrial Salespeople Gain Customer Trust[J].Industrial Marketing Management,14(3):203-211.
[95]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006,38(3):102.
[96]Bowen,D.E.,Schneider,B.A.Services Marketing and Management:Implications for Organizational Behavior.In B.A.Staw& L.L.Cummings(Eds.),Research in Organizational Brhavior,1988,10:43-80.
[97]Stum,D.L.,Thirty,A.Building Customer Loyalty[J].Training and Development Journal,1991,4:34-36.
[98]Ajzen,Icek,M.Fishbein.Understanding Attitudes and Predicting Social Behavior[M].Englewood Cliffs,NJ:Prentice Hall,1980.
[99]Oliver,Richard L.Whence Consumer Loyalty?[J].Journal of Marketing,1999,63(4):33-44.
[100](美)德里克·艾伦(Derek Allen),莫里斯·威尔伯恩著.武永红等主译.满意度的价值:联结顾客与员工满意度到财务底线[M].大连:东北财经大学出版社,2005,1:14.
[101]Jacoby,J.,Kyner,D.B.Brand Loyalty vs.Repeat Purchasing Behavior[J].Journal of Marketing Research,1973,10(1):1-9.
[102]谭俊华,周丽娟.顾客满意与顾客忠诚关系浅谈[J].企业活力,2006,6:33.
[103]徐金发,龚杨达等.企业声誉对顾客忠诚的作用机制研究[J].外国经济与管理,2005,7:45.
[104]Griffin,J.Customer Loyalty:How to Earn it,How to Keep it.Lexington Books,New York, 1995.
[105]Gremler,D.D.,Brown,S.W.,Service Loyalty:Its Nature,Importance,and Implications,In Edvardsson,B.et al.[M].(Eds),Advancing Sercice Quality:A Global Perspective,International Service Quality Association,1996:171-180.
[106]陈树公.顾客惊喜与顾客满意、顾客忠诚之间关系的研究[J].工业技术经济,2004,23(5):82.
[107]转引自彭军峰.顾客满意与顾客忠诚的一个规范解释[J].商业研究,2003,19:99-102.
[108]李玉惠,段万春,徐晓军.客户忠诚关系模型与建立过程[J].企业经济,2004,5:57.
[109]彭华东.消费体验对品牌忠诚影响的实证研究——以旅游体验为例[D].武汉大学硕士学位论文,2005,5:8-10.
[110]Lau,Geok Theng,Sook Han Lee.Consumers' Trust in a Brand and the Link to Brand Loyalty[J].Journal of Market Focused Management,1999,(4):341-370.
[111]Chaudhuri,Arjun,Morris B.Holbrook.The Chain Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65(4):81-93.
[112]Rundle-Thiele,S.,Bennett,R.A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets[J].Journal of Product and Brand Management,2001,10(1):25-37.
[113]韩小芸,杨立新,汪纯孝.住院病人满意感与忠诚感关系的实证研究[J].中山大学学报(社会科学版),2003,2:108-113.
[114]Pritchard Mark P.,Mark E.Havitz and Dennis R.Howard.Analyzing the Commitment-Loyalty Link in Service Contexts[J].Journal of the Academy of Marketing Science,1999,27(3):333-348.
[115]Beatty,S.E.,L.R.Kahle,P.Homer.Altemative Measurement Approaches to Consumer Values:The List of Values and the Rokeach Value Survey[J].Psychology and Marketing,1985,2(3):181-200.
[116]Thomas O.Jones,W.Sasser,Jr.,Why Satisfied Customer Defect[J].H.B.R.,1995,11-12:88-99.
[117]M.Spence.Job Market Signaling[J].Quarterly Journal of Economics,1973,87:355-374.
[118]Doney,P.M.,Cannon,J.P.,An Examination of the Nature of Trust in Buyer-supplier Relationships[J].Journal of Marketing,1997,2(4):35-51.
[119]Chiles T H,McMackin J F.Integration Variable Risk Preference,Trust,and Transaction Cost Economics[J].Academy of Management Review,1996,21:73-99.
[120]Gotsi,M.,Wilson,A.M.Corporate Reputation:Seeking a Definition Corporate Communication[J].An International Journal,2001,6(1):24-30.
[121]黄春新.基于消费者感知视角的企业声誉影响因素研究综述[J].商业现代化,2006,11:30.
[122]钟书华,刘玉.企业技术开发合作决策分析[J].科研管理,1999,20(4).
[123]徐金发,刘靓.企业声誉定义及测量研究综述[J].外国经济与管理,2004,26(9):25-30.
[124]Nha Nguyen,Gaston Leblanc.Corporate Image and Corporate Reputation in Customers'Retention Decisions in Services[J].Journal of Retailing and Consumer Services,2001,8:227-236.
[125]熊和平.关系营销实战操典[M].广州:广东经济出版社,2002,4:96.
[126]谢延浩.基于关系质量的渠道行为机理研究[D].南京理工大学硕士学位论文,2004.
[127]Emiliani,M.L.The Inevitability of Conflict between Buyers and Sellers[J].Supply Chain Management:An International Journal,2003,8(2):107-115.
[128]Vaaland T.I.,Hakansson H.Exploring Interorganizational Conflict in Complex Projects[J].Industrial Marketing Management,2003,32(2):127-138.
[129]Duarte M,Davies G.Testing the Conflict-performance Assumption in Business-to-business Relationships[J].Industrial Marketing Management,2003,32(2):91-100.
[130]Zeithaml,V.A.and Bitner,MI,Services Marketing,McGraw Hill,New York,NY,1996.
[131]Metcalf L.E.,C.R.Frear,R.Krishnan.Buyer-Seller Relationship:An Application of the IMP Interaction Model[J].European Journal of Marketing,1990,26(2):27-46.
[132]Brennan,D.Ross,Peter W.Tumbull,David T.Wilson.Dyadic Adaptation in Business-to-Business Marketing[R].ISBM Reports 9-2002.
[133]Stem,Louis W.,Adel I.El-Anary.Marketing Channel[M],Englewood Cliffs,NL:Prentice Hall.
[134]Williamson.The Economic Institution of Capitalism[M].New York:free press,1985.
[135]韦明体,杨晨晖.旅行社市场营销[M].北京:旅游教育出版社,2004,5:19.
[136]Bendapudi Neeli,Leonard L Berry.Customers' Motivations for Maintaining Relationships with Service Providers[J].Journal of Retailing,1997,73(1):15-37.
[137]Reynolds,K.E.,S.E.Beatty.Customer Benefits and Company Consequences of Customer -Salesperson Relationships in Retailing[J].Journal of Retailing,1999,75(1):11-32.
[2]何光炜.新世纪新产业新增长[M].北京:中国旅游出版社,1999:99.
[3]刘人怀,姚作为.关系质量研究述评[J].外国经济与管理,2005,1:29.
[4]Robert M.Morgan,Shelby D.Hunt.The Commitment-Trust Theory of Relationship Marketing[J].Journal of Marketing,1994,58(3):20-38.
[5]Berry,L.,Relationship Marketing,in Berry,L.,G.Shostack and G.Upah(eds.),Emerging Perspectives in Services Marketing,Chicago:AMA,1983.
[6]Jackson,B.,Winning and Keeping Industrial Customers,Lexington,MA:Lexington Books,1985.
[7]克里斯蒂·格鲁诺斯.服务市场营销管理:序言[M].上海:复旦大学出版社.
[8]庄贵军,席酉民.关系营销在中国的文化基础[J].管理世界,2003,10:99.
[9]常志有.关系营销理论述评[J].云南大学人文社会科学学报,2000,3:30-32.
[10]Adrian Payne,Relationship Marketing:A Broaded View of Marketing[R].In:A Payne,eds.Advances in Relationship Marketing[C].London:Kogan Page Ltd.,1995:29-40.
[11]Porter,Michael E.How Competitive Forces Shape Strategy[J].Harvard Business Review,1979,57(Mar-Apr/2):137-145.
[12]Gummesson,Evert.The New Marketing-developing Long-term Interactive Relationship[J].Long Range Planning,1987,20(4):10-20.
[13]Philip Kotler.Marketing Management:Analysis,Planning,Implementation,and Control(9th)[M].Prentice-Hall International,Inc.,1997:15.
[14]Martin Chrigophe,Adrian Payne and David Bfllantyne.关系营销——如何将质量、服务和营销融为一体[M].北京:中国经济出版社,1998:31.
[15]Berry,L.L.Relationship Marketing of Service- Growing Interest,Emerging Perspectives[J].Journal of the Marketing Science,1995,23(4):236-245.
[16]Arias,J.T.G.,A Relationship Marketing Approach to Guanxi[J].European Journal of Marketing,1998,32(1/2):145-156.
[17]林有成.非庸俗的关系营销学[J].企业销售,1999,1.
[18]胡峰,李敏伦.关系营销的经济学渊源及其在我国的适用性[J].中国流通经济,2001,5:56-59.
[19]吕庆华.关系营销的中国实践及发展趋势[J].湖南商学院学报,2005,4:25-28.
[20]陈颖,刘文波.饭店企业的关系营销[J].桂林旅游高等专科学校学报,2000,11(3):29-32.
[21]杨絮飞.论我国旅游饭店营销的现状和策略[J].商业研究,2001,1:164-165.
[22]孙萍.现代饭店的关系营销观[J].扬州大学烹饪学报,2001,2:52-56.
[23]王良举.我国饭店实施关系营销的理论与实践[J].市场周刊·财经论坛,2004,4:79-80.
[24]窦凤英.酒店关系营销策略探讨[J].商业现代化,2005,11:122-123.
[25]胡小燕,葛巧英.饭店营销的核心——锁定关系[J].饭店现代化,2004,1:46-49.
[26]郭喜明.从内部忠诚开始:酒店内部关系营销新视角[J].商业经济文荟,2003,3:36-38.
[27]彭翠珍.论酒店营销中的内部关系营销[J].岳阳职业技术学院学报,2004,12:62-66.
[28]戴光全.旅游关系营销:旅游营销创新的一个概念性框架[J].桂林旅游高等专科学校学报,2003,8:9-13.
[29]刘丽等.论旅游业的关系营销[J].中国农业大学学报(社会科学版),2004,2:54-58.
[30]赵阳.论关系营销原理在旅行社顾客管理中的应用[J].商业研究,2006,11:101-103.
[31]丁苹.旅行社关系营销的新方法[J].芜湖职业技术学院学报,2005,7(2):36-38.
[32]左伟.论我国旅行社开展关系营销的策略[D].暨南大学工商管理硕士学位论文,2002.
[33]朱艳.基于关系营销的我国旅行社购买行为研究[D].西南财经大学硕士学位论文,2006,4.
[34]Crosby,Lawrence A,Evans,Kenneth R,and Cowles,Deborah.Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J].Journal of Marketing,1990,54(3):68-81.
[35]Lagace Rosemary R.,Dahlstrom Robert,Gassenheimer Jule B.The Relevance of Ethical Salesperson Behavior on Relationship Quality:The Pharmaceutical Industry[J].The Journal of Personal Selling & Sales Management,1991,11(4):39-47.
[36]Gabriel Bitran,Maureen Lojo.A Framework for Analyzing the Quality of the Customer Interface[J].European Management Journal,1993,11(4):385-395.
[37]Lassar,W.,Mittal,B.and Sharma,A.Measuring Customer-based Brand Equity[J].Journal of Consumer Marketing,1996,12(4):11-19.
[38]严兴全,唐小飞,李雁晨.关系质量和关系类型的组合对关系价值的影响[J].统计与决策,2005(9):131.
[39]胡在新,汪纯孝.关系质量模型实证研究[J].商业研究,1998,11:22-24.
[40]Liljander,Veronica and Strandvik,Tore.The Nature of Customer Relationships in Services [A].in Teresa A Swartz,David E Bowen and Stephen WBrown,eds.Advances in Services Marketing and Management[C].London:JAI Press Inc.,1995:141-167.
[41]Christian Gronroos.Relationship Marketing:Challenges for the Organization[J].Journal of Business Research,1999,46(3):327-335.
[42]J.Brock Smith.Buyer-Seller Relationships:Similarity,Relationship Management,and Quality[J].Psychology & Marketing(1986-1998),1998,15(1):3-22.
[43]Johnson,Jean L.Strategic Integration in Industrial Distribution Channels:Managing the Interfirm Relationship as a Strategic Asset[J].Journal of the Academy 0fMarketing Science,1999,27(1):4-18.
[44]Holmlund,Mafia.The D & D Model -Dimensions and Domains of Relationship Quality Perceptions[J].Service Industries Journal,2001,21(3):13-36.
[45]Michael L.Dorsch,Scott R.Swanson,Scott W.Kelley.The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers[J].Academy of Marketing Science Journal,1998,26(2):128-142.
[46]Hennig-Thurau,Thorsten and Klee,Alexander.The Impact of Customer Satisfaction and Relationship Quality on Customer Retention:A Critical Reassessment and Model Development[J].Psychology&Marketing,1997,14(8):737-765.
[47]KIEDAISCH I.Internationale Kunden- Lieferanten- Beziehungen[M].Wiesbaden:Gabler -Verlag,1997.
[48]Parasuraman,A.,Zeithaml,V.A.,Berry,L.L.A Conceptual Model of Service Quality and Its Implications for Future Research[J].Journal of Marketing,1985,49:41-49.
[49]Christian Gronroos,Designing a Long Range Marketing Strategy for Services[J].Long Range Planning,1980,13(2):36-42.
[50]K.Michael Haywood.Repeat Patronage:Cultivating Alliances with Customers[J]. International Journal of Hospitality Management,1988,7(3):225-237.
[51]Kelly Hewett,R.Bruce Money,Subhash Sharma.An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships[J].Journal of the Academy of Marketing Science,2002,30:229-239.
[52]Aino Halinen.Business Relationships and Networks:Managerial Challenge of Network Era [J].Industrial Marketing Management,1999,28(5):413-427.
[53]Storbacka Kaj,Strandvik Tore,Gronroos Christian.Managing Customer Relationship for Profit:The Dynamics of Relationship Quality[J].International Journal of Service Industry Management,1994,5(5):21-38.
[54]Ka-shing Woo,Christine T Ennew.Business-to-business Relationship Quality:An IMP Interaction-based Conceptualization and Measurement[J].European Journal of Marketing,2004,38,9/10:1252.
[55]Byron Keating,Robert Rugimbana and All Quazi.Differentiating between Service Quality and Relationship Quality in Cyberspace[J].Managing Service Quality,2003,13,3:217.
[56]Amy Wong和Amrik Sohal.Customers' Perspectives on Service Quality and Relationship Quality in Retail Encounters[J].Managing Service Quality,2002,12(6):424-433.
[57]Roberts,Keith,Varki,Sajeev,and Brodie,Rod.Measuring the Quality of Relationships in Consumer Services:An Empirical Study[J].European Journal of Marketing,2003,37(1-2):169-196.
[58]张大亮,刘朝福.关系质量对客户感知价值的影响研究——基于关系价值的视角[J].经济论坛,2005(13):105.
[59]Kumar,Nirmalya,Scheer,Lisar K,Steenkamp,J B E M.The Effects of Supplier Fairness on Vulnerable Resellers[J].Journal of Marketing Research,1995,32(1):54-65.
[60]Parson,Amy L.What Determines Buyer-Seller Relationship Quality? An Investigation from the Buyer's Perspective[J].Journal of Supply Chain Management,2002,38(2):4-12.
[61]Hennig-Thurau,Thorsten,Gwinner,Kevin P,Gremler,Dwayne D.Understanding Relationship Marketing Outcomes:An Integration of Relational Benefits and Relationship Quality[J].Journal of Service Research,2002,4(3):230-247.
[62]Ravald,Annika,Gronroos,Christian.The Value Concept and Relationship Marketing[J]. European Journal of Marketing,1996,30(2):19-30.
[63]Dwyer F.,Robert,Oh Sejo.Output Sector Munificence Effects on the Intemal Political Economy of Marketing Channels[J].Journal of Marketing Research,1987,24(3):347-358.
[64]Penny M.Simpson,Judy A.Siguaw and Thomas L.Baker.A Model of Value Creation:Supplier Behaviors and Their Impact on Reseller-Perceived Value[J].Industrial Marketing Management,2001,30(2):119-134.
[65]Palmer,Adeian,Bejou,David.Buyer-Seller Relationships:A Conceptual Model and Empirical Investigation[J].Journal of Marketing Management,1994,10(6):495-512.
[66]Naude,Pete,Buttle,Francis.Assessing Relationship Quality[J].Industrial Marketing Management,2000,29(4):351-361.
[67]De Wulf,Kfistof.A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships[J].Journal of the Theory of Social Behavior,2001,31(1):73-101.
[68]李桂华.论企业对企业营销的模式与特征[J].现代财经,2000,9:51.
[69]Johanson,Jan,Mattsson,Lars- Gunnar.Marketing Investments and Market Investments in Industrial Networks[J].International Journal of Research in Marketing,1985,2(3):185-195.
[70]姚作为.关系质量的关键维度——研究述评与模型整合[J].科技管理研究,2005,8:132-137.
[71]Mohr,Jakki,Spekman,Robert.Characteristics of Partnership Success:Partnership Attributes,Communication Behavior,and Conflict Resolution Techniques[J].Strategic Management Journal,1994,15(2):135-152.
[72]GEMUNDEN H G,HELFERT G.Hypothesen zum Einsatz von Teams bei Kundenges chaeftsbeziehungen[J].Marketing·ZFP,1997,19(4):247-258.
[73]HE Q.Beschaffung von chinesischen Industrieunternehmen inder Bundesrepublik Deutschland:Strukturen,Prozesse und Determinanten[M].Wiesbaden:GablerVerlag,2002.
[74]Alexander,N.,Colgate,M.Retail Financial Services:Transaction to Relationship Marketing [J].European Journal of Marketing,2000,34(8):938-953.
[75]Joyce A.Young.Strategic Alliances:Are They Relational By Definition[Z].Indiana State University,Working Paper,2000.
[76]陶勇.企业间合作关系质量内涵探讨[J].市场周刊·商务,2004,8:20-21.
[77]Woo Gon Kim,Youngmi Cha.Anrecedents and Consequences of Relationship Quality in Hotel Industry[J].International Journal of Hospitality Management,2002,21:321-338.
[78]Heng-Hsiang Huang et al.Exploring Customer Satisfaction,Trust and Destination Loyalty in Tourism[J].Journal of American Academy of Business.Cambridge,2006,10(1):156-159.
[79]Boulding,William,Ajay Kalra,Richard Staehlin,Valerie A.Zeithaml.A Dynamic Process Model of Service Quality:from Expectations to Behavioural Intentions[J].Journal of Marketing Research,1993,30(2):7-27.
[80]李冰心,黄静.论信任与关系质量[J].商业时代·理论,2005,12:25.
[81]Moorman C,Deshpande R,Zaltman G.Factors Affecting Trust in Market Research Relationships[J].J Mark,1993,57(1):81-101.
[82]Brown,J.R.,Lusch,R.F.,Nicholson,C.Y.Power and Relationship Commitment:Their Impact on Marketing Channal Member Performance[J].Journal of Retailing,1995,71(4):363-392.
[83]Anderson Erin,Barton Weitz.The Use of Pledges to Build and Sustain Commitment in Distribution Channels[J].Journal of Marketing Research,1992,29(2):18-34.
[84]Jaekie L.M.Tam,Y.H.Wong.Interactive Selling:A Dynamic Framework for Services[J].The Journal of Services Marketing,2001,15,4/5:379-391.
[85]Seines F.Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships.Eur J Mark,1998,32(3/4):305-322.
[86]A.Parasuraman,Leonard L.Berry.Delivering Quality Service- Balancing Perceptions and Expectations,New York:The Free Press.
[87]Parasuraman,A.,Zeithaml,Valarie A,Berry,Leonard L.Reassessment of Expectations as a Comparison Standard in Measuring Service Quality:Implications for Future Research[J].Journal of Marketing,1994,58(1):111-124.
[88]孙丽君,姜彩芬.服务质量与顾客行为关系研究[J].经济师,2003,12:242.
[89]菲利浦·科特勒.市场营销管理(亚洲版)[M].北京:中国人民大学出版社,Prentice Hall 出版公司,1997.
[90]何谦,龙雪松,Michael Lingenfelder.关系质量对建立国际采购联盟决策的影响[J].重庆大 学学报,2002(11):133.
[91]Anderson,James A.Narus.A Model of Distributor Firm and Manufacturer Firm Working Relationships[J].Journal of Marketing,1990,54(1):42-58.
[92]Hong-bumm Kim,Woo Gon Kim.The Relationship between Brand Equity and Firms's Performance in Luxury Hotels and Chain Restaurants[J].Tourism Management,2005,26:549-560.
[93]Derlega,V.J.et al.Self-disclosure and Relationship Development:An Attributional Analysis.In:Interpersonal Process:New Directions in Communication Research.Stage,London.
[94]Swan,J.E.,Fraderick,I.F.,Silva,D.W.How Industrial Salespeople Gain Customer Trust[J].Industrial Marketing Management,14(3):203-211.
[95]何佳讯.品牌关系质量本土化模型的建立与验证[J].华东师范大学学报(哲学社会科学版),2006,38(3):102.
[96]Bowen,D.E.,Schneider,B.A.Services Marketing and Management:Implications for Organizational Behavior.In B.A.Staw& L.L.Cummings(Eds.),Research in Organizational Brhavior,1988,10:43-80.
[97]Stum,D.L.,Thirty,A.Building Customer Loyalty[J].Training and Development Journal,1991,4:34-36.
[98]Ajzen,Icek,M.Fishbein.Understanding Attitudes and Predicting Social Behavior[M].Englewood Cliffs,NJ:Prentice Hall,1980.
[99]Oliver,Richard L.Whence Consumer Loyalty?[J].Journal of Marketing,1999,63(4):33-44.
[100](美)德里克·艾伦(Derek Allen),莫里斯·威尔伯恩著.武永红等主译.满意度的价值:联结顾客与员工满意度到财务底线[M].大连:东北财经大学出版社,2005,1:14.
[101]Jacoby,J.,Kyner,D.B.Brand Loyalty vs.Repeat Purchasing Behavior[J].Journal of Marketing Research,1973,10(1):1-9.
[102]谭俊华,周丽娟.顾客满意与顾客忠诚关系浅谈[J].企业活力,2006,6:33.
[103]徐金发,龚杨达等.企业声誉对顾客忠诚的作用机制研究[J].外国经济与管理,2005,7:45.
[104]Griffin,J.Customer Loyalty:How to Earn it,How to Keep it.Lexington Books,New York, 1995.
[105]Gremler,D.D.,Brown,S.W.,Service Loyalty:Its Nature,Importance,and Implications,In Edvardsson,B.et al.[M].(Eds),Advancing Sercice Quality:A Global Perspective,International Service Quality Association,1996:171-180.
[106]陈树公.顾客惊喜与顾客满意、顾客忠诚之间关系的研究[J].工业技术经济,2004,23(5):82.
[107]转引自彭军峰.顾客满意与顾客忠诚的一个规范解释[J].商业研究,2003,19:99-102.
[108]李玉惠,段万春,徐晓军.客户忠诚关系模型与建立过程[J].企业经济,2004,5:57.
[109]彭华东.消费体验对品牌忠诚影响的实证研究——以旅游体验为例[D].武汉大学硕士学位论文,2005,5:8-10.
[110]Lau,Geok Theng,Sook Han Lee.Consumers' Trust in a Brand and the Link to Brand Loyalty[J].Journal of Market Focused Management,1999,(4):341-370.
[111]Chaudhuri,Arjun,Morris B.Holbrook.The Chain Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65(4):81-93.
[112]Rundle-Thiele,S.,Bennett,R.A Brand for All Seasons? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets[J].Journal of Product and Brand Management,2001,10(1):25-37.
[113]韩小芸,杨立新,汪纯孝.住院病人满意感与忠诚感关系的实证研究[J].中山大学学报(社会科学版),2003,2:108-113.
[114]Pritchard Mark P.,Mark E.Havitz and Dennis R.Howard.Analyzing the Commitment-Loyalty Link in Service Contexts[J].Journal of the Academy of Marketing Science,1999,27(3):333-348.
[115]Beatty,S.E.,L.R.Kahle,P.Homer.Altemative Measurement Approaches to Consumer Values:The List of Values and the Rokeach Value Survey[J].Psychology and Marketing,1985,2(3):181-200.
[116]Thomas O.Jones,W.Sasser,Jr.,Why Satisfied Customer Defect[J].H.B.R.,1995,11-12:88-99.
[117]M.Spence.Job Market Signaling[J].Quarterly Journal of Economics,1973,87:355-374.
[118]Doney,P.M.,Cannon,J.P.,An Examination of the Nature of Trust in Buyer-supplier Relationships[J].Journal of Marketing,1997,2(4):35-51.
[119]Chiles T H,McMackin J F.Integration Variable Risk Preference,Trust,and Transaction Cost Economics[J].Academy of Management Review,1996,21:73-99.
[120]Gotsi,M.,Wilson,A.M.Corporate Reputation:Seeking a Definition Corporate Communication[J].An International Journal,2001,6(1):24-30.
[121]黄春新.基于消费者感知视角的企业声誉影响因素研究综述[J].商业现代化,2006,11:30.
[122]钟书华,刘玉.企业技术开发合作决策分析[J].科研管理,1999,20(4).
[123]徐金发,刘靓.企业声誉定义及测量研究综述[J].外国经济与管理,2004,26(9):25-30.
[124]Nha Nguyen,Gaston Leblanc.Corporate Image and Corporate Reputation in Customers'Retention Decisions in Services[J].Journal of Retailing and Consumer Services,2001,8:227-236.
[125]熊和平.关系营销实战操典[M].广州:广东经济出版社,2002,4:96.
[126]谢延浩.基于关系质量的渠道行为机理研究[D].南京理工大学硕士学位论文,2004.
[127]Emiliani,M.L.The Inevitability of Conflict between Buyers and Sellers[J].Supply Chain Management:An International Journal,2003,8(2):107-115.
[128]Vaaland T.I.,Hakansson H.Exploring Interorganizational Conflict in Complex Projects[J].Industrial Marketing Management,2003,32(2):127-138.
[129]Duarte M,Davies G.Testing the Conflict-performance Assumption in Business-to-business Relationships[J].Industrial Marketing Management,2003,32(2):91-100.
[130]Zeithaml,V.A.and Bitner,MI,Services Marketing,McGraw Hill,New York,NY,1996.
[131]Metcalf L.E.,C.R.Frear,R.Krishnan.Buyer-Seller Relationship:An Application of the IMP Interaction Model[J].European Journal of Marketing,1990,26(2):27-46.
[132]Brennan,D.Ross,Peter W.Tumbull,David T.Wilson.Dyadic Adaptation in Business-to-Business Marketing[R].ISBM Reports 9-2002.
[133]Stem,Louis W.,Adel I.El-Anary.Marketing Channel[M],Englewood Cliffs,NL:Prentice Hall.
[134]Williamson.The Economic Institution of Capitalism[M].New York:free press,1985.
[135]韦明体,杨晨晖.旅行社市场营销[M].北京:旅游教育出版社,2004,5:19.
[136]Bendapudi Neeli,Leonard L Berry.Customers' Motivations for Maintaining Relationships with Service Providers[J].Journal of Retailing,1997,73(1):15-37.
[137]Reynolds,K.E.,S.E.Beatty.Customer Benefits and Company Consequences of Customer -Salesperson Relationships in Retailing[J].Journal of Retailing,1999,75(1):11-32.