Title: The impact of travel product transaction types on customer relational benefits

Authors: Sheng-Hshiung Tsaur, Chang-Hua Yen

Addresses: Graduate Institute of Recreation, Tourism and Hospitality, National Chiayi University, No. 580, Shin-Ming Road, Chiayi City 600, Taiwan. ' Department of Leisure and Recreation Management, National Taichung Institute of Technology, No. 129, Sanmin Road, Sec. 3, Taichung 404, Taiwan

Abstract: Given the rapid development of the internet market and TV shopping, travel agencies are also using these electronic distribution channels to conduct travel product transactions. However, the adoption of internet and TV shopping channels has reduced a substantial portion of interaction between customers and service providers, which may negatively affect customer relationships and, in turn, decrease customer relational benefits. Accordingly, the purpose of this study is to examine the impact of different travel product transaction types on customer relational benefits. Results indicate that interpersonal transaction is rated significantly higher than internet and TV shopping in the three dimensions of customer relational benefits. Finally, implications of these findings for travel industry managers in terms of channel strategies and customer relationship management are subsequently discussed.

Keywords: travel products; transaction types; customer relational benefits; customer relationship management; CRM; internet; world wide web; television; TV shopping; travel agencies; electronic distribution; distribution channels; e-distribution; shopping channels; e-shopping; virtual shopping; online shopping; service providers; customer interactions; interpersonal transactions; travel industry; channel strategies; services technology; services management; model applications; tourism management; tourists.

DOI: 10.1504/IJSTM.2011.038662

International Journal of Services Technology and Management, 2011 Vol.15 No.1/2, pp.53 - 68

Available online: 18 Feb 2011 *

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