亞洲郵輪興起，台灣旅遊業者組成PAK聯合銷售台灣啟程遊輪產品，分享此一新興市場的大餅，但成員之間是否承諾合作、共享利潤為後續經營的關鍵，為此，本研究根據Morgan and Hunt (1994)之關係行銷理論與Norton, Gudergan and Young (2004)修正模型，針對PAK成員之郵輪業務執行主管進行調查，計回收118 份有效問卷，進行分析，結果發現PAK成員之間，對於PAK具有高度認同，願意維持目前的合作關係，證實關係承諾與信任為維繫關係行銷之根本，並證實本理論模式：共享價值觀、信任、關係承諾，合作及功能性衝突等變項之間具有顯著的正向影響，而且關係承諾與離開意願顯現負向關係；惟「溝通」對「信任」及「投機行為」對「信任」沒有獲得支持。最後提出研究建議與意涵， 提供旅遊業PAK與後續相關研究之參考。
Cruise travel is getting prosperous in Asia. Taiwanese travel agencies have formed PAK, the allied center, to obtain market share and sell cruise products departing from Taiwan. Under this circumstance, if members mutually trust, commit and share would determine the sustainable operation of PAK. Therefore, this study based on the relationship marketing theory proposed by Morgan and Hunt (1994) uses the revised version of Norton, Gudergan & Young (2004) to examine the relationships between current PAK members. A questionnaire survey was carried to the supervisors of cruise department of PAK agencies using purposive sampling. It turns out 118 questionnaires available for further analysis. The results show that most of PAK members highly recognize the PAK value and willing to maintain the current cooperation relations, supporting trust and commitment are fundamental tenets of relation marketing. Additionally, the Structural Equation Modeling (SEM) result verifies the hypotheses: there are significant positive effects between variables of ‘shared vale’, ‘trust’, ‘commitment’, ‘cooperation’, and ‘functional conflict’. Consistently, there is a negative effect between ‘commitment’ and ‘propensity to leave’. However, there are not significant effects between ‘communication’ and ‘trust’ and ‘opportunistic behavior and trust’. Both hypotheses are not supported. Along with the findings, the suggestion and implication are discussed and can be references for both the academic and practical domains.
