Hotel Relationship With The Distributor Relationship Quality And Hotel Performance

Distributors make the products provided from hotels link to the needs of customers effectively as intermediaries, and play important roles in the marketing channels. As the market economy matures and competition level is on the rise, the hotel sales has changed a lot compared to the early, distributors have become indispensable partners for the hotels. How to establish a relationship with distributors, and how to foster the voluntary behavior of the distributors, as well as how to improve the performance of bilateral cooperation has become issues of greatest concern to the hotels in our country.From the perspective of hotels and on the basis of previous studies, this thesis makes "relationship quality" as initial variable, "voluntary behavior of the distributors" as mesne variable, to study the "performance of the hotel" on the logic of relationship among them with the relationship marketing theory as the starting point.First of all, review the Commitments - trust Theory, the Transaction-cost Theory, Social-exchange Theory and relationship quality, voluntary behavior of the distributors, cooperation performance and other related literature, to lay the theoretical foundation for research and design.Secondly, on the basis of in the literature, make the basic contact of relationship quality, behavior of the distributors and cooperation performance and extract the conceptual model and assumptions.Thirdly, design and send out 80 pre-test questionnaires, verify by statistical tools to the recovery of the 53 questionnaires of reliability analysis and factor analysis, carry out a revision of the questionnaire according to analysis, and elicit a formal questionnaire.Fourthly, get ultimate research data from the 54 hotels on the official questionnaire, and using statistical software spss13.0 to do the reliability and validity analysis, correlation analysis and regression analysis. On the basis of this, amend the theoretical model and verify the assumptions, conclude:①The three dimensions of "quality relationship", commitment, trust, and satisfaction, have a significant impact with the performance of cooperation;②The three dimensions of "voluntary behavior of the distributors", loyalty, participation, symbiotic behaviors, have a significant impact with the performance of cooperation;③"Commitment" does not exist in a significant relationship with "participation behavior", "trust" does not exist in a significant relationship with "symbiotic behavior"; The other dimensions of relationship quality and distributors voluntary behavior are significantly affected. Overall, good relationship quality between hotels and distributors is prone to nurture the voluntary behavior.Finally, several proposals to improve the relationship quality between hotels and distributors are put forward on the basis of conclusions:①Pay attention to hotel image, and improve relationship quality;②Pay attention to management strategies, and guide voluntary behaviors of distributors;③Establish incentive and restraint mechanisms to enhance cooperation performance.