Study On The Relationship Among Perceived Risk, Perceived Value And Relationship Quality During The Process Of Online Travel Booking

With the development of the internet, the number of internet users has continued to increase; meanwhile, more and more people choose the online way to finish the travel booking. What the online travel booking companies can do to improve competitive advantage and expand their market share to obtain sustainable development? This problem is not only the actual business for companies, but also should be concerned by reasearch field about development force of industry. This article based on the perspective of relationship marketing and the conclusion "perceived value has significantly positive effects on relationship quality" which is generally recognized by researchers. Two variables---- perceived risk and involvement degrees were introduced into research systems through the literature research methodology.To discussion the mechanism of action which customer perceived risk and perceived value on relationship quality and the influence degree involvement degree do during the process of customer choice. To explore the internal relationship among variables through expanding the research scope, this is helpful to discover the formation mechanism. It also provides the guidance for enterprises to establish better customer relationship. It has certain practical and theoretical significance.The paper constructs the dimension of the range of measured variables through literature review, and establishs the final dimension for measured variables by intensive interview with people who had the experience of online travel booking. Based on the questionnaire investigation, the data was analysed by the method of correlation analysis, regression analysis and model test through SPSS software. The concutions are followed. The first one is that when the perceived risk and perceived value both play role in relationship quality, though there are no significant correlation between perceived risk and perceived value, there are significant correlation between performance risk dimensions and emotional dimension. The second one is that involvement degree play a significant regulatory role in the relationship between of perceived value and the relationship quality role. It means that the relationship between perceived value and relationship quality changes according to the degree of involvement degrees. Finally, according to the conclusions, the advices are given about how to build good relationship quality between online travel booking website and consumers. To establish good relationship quality, the companies of online travel booking website should try to reduce customer perceived risk of performance, promote the customer perceived emotional value and member value-added value and procedural value, meanwhile, try to classify customer groups according to the different involvement degree and provide targeted service due to different types of customer perception.