Relationship quality with a travel agency: The influence of the postpurchase perceived value of a tourism package

Authors: Moliner, Miguel A; Sánchez, Javier; Rodríguez, Rosa M; Callarisa, Luís

Source: Tourism and Hospitality Research, Volume 7, Numbers 3-4, June 2007 , pp. 194-211(18)

Publisher: Palgrave Macmillan

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Abstract:

Relationship quality is an emerging concept that attempts to measure the lifetime value of a customer. The indicators that determine the construct are satisfaction with the relationship, the customer's trust and the customer's level of commitment. This paper considers how the postpurchase perceived value of a tourism package influences the relationship quality with a travel agency. Gummesson posits the existence of a causal link between perceived value and relationship quality. The results show that the tourist's satisfaction is the key variable in the relationship quality. Affect plays a fundamental direct role in long-term valuation, while cognition is more influential in the short term.Tourism and Hospitality Research (2007) 7, 194-211. doi:10.1057/palgrave.thr.6050052

Document Type: Research article

DOI: 10.1057/palgrave.thr.6050052

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