Antecedents and consequences of relationship quality in the bed-and-breakfast industry of Fu-Hsing Village, Taiwan

This study examines two aspects of relationship quality in the bed-and-breakfast (B&B) industry of Fu-Hsing Village, Taiwan. The purpose of this study is to investigate the association between antecedents (relationship marketing activities) and relationship quality, and the association between relationship quality and consequences. The objective of this study is to analyze these associations in order to provide information to B&B innkeepers so that they may implement more effective relationship marketing strategies. Pearson correlation coefficients and regression analyses were used to identify the associations between antecedents, relationship quality, and consequences. The correlation analysis indicated that greater innkeepers' attributes, guest orientation, mutual disclosure, and homelike atmosphere create greater relationship quality, which results in greater repeat patronage and positive word-of-mouth recommendations. The regression analysis indicated that innkeepers' attributes, privacy, mutual disclosure, guest orientation, and homelike atmosphere significantly influence relationship quality. In addition, word-of-mouth has a higher influence on relationship quality than does repeat patronage. Finally, repeat patronage and previous word-of-mouth referrals have an affect on profitability; however these are only two of many factors that influence profitability.