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dc.degree.departmentRestaurant, Hotel, and Institutional Managementen_US
dc.rights.availabilityUnrestricted.
dc.creatorCheng, Shan-Shan
dc.date.accessioned2016-11-14T23:09:58Z
dc.date.available2011-02-19T00:04:39Z
dc.date.available2016-11-14T23:09:58Z
dc.date.issued2004-05
dc.identifier.urihttp://hdl.handle.net/2346/21023en_US
dc.description.abstractThis 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.
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherTexas Tech Universityen_US
dc.subjectConsumer satisfaction -- Taiwanen_US
dc.subjectHospitality -- Taiwanen_US
dc.subjectWord-of-mouth advertising -- Taiwanen_US
dc.subjectCustomer relations -- Taiwan -- Marketingen_US
dc.subjectBed and breakfast accommodations -- Taiwanen_US
dc.subjectRelationship marketing -- Taiwanen_US
dc.titleAntecedents and consequences of relationship quality in the bed-and-breakfast industry of Fu-Hsing Village, Taiwan
dc.typeThesis


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