Promoting Relationship Selling Behaviors to Establish Relationship Value: The Case of International Airlines

摘要

This study devises a multifaceted model based on four constructs of relationship selling behavior, namely interaction intensity, preferential treatment and tangible treatment, and examines their different effects on three types of trust, including characteristic-based trust, process-based trust and institutional-based trust, by distinguishing between relationship selling behaviors and trust and using data from international airlines in Taiwan. Empirical results indicate that different relationship selling behaviors indirectly increase the social relationship value and functional relationship value in light for different types of trust, such as the interaction intensity primarily influences social relationship value via characteristic-based trust or process-based trust.