Schemes for enhancing Taiwanese cruise PAK relationships using the hybrid MADM model

Because of the emerging cruise travel market, major Taiwanese travel agencies have promptly formed PAK to distribute cruise sales nationwide. However, few studies have discussed this issue or proposed empirical schemes to help enhance relations inter-alliances. The purpose of this study is to address this problem within the theoretical framework of trust-commitment theory. The method of hybrid MADM (multiple attribute decision-making) is used to manage multi-variant problem and produce optimal enhancing models. The result shows that Trust and Commitment mediate the relation, as found in previous studies, but unveils that Antecedents can also directly influence Relational outcomes, such as from Opportunistic behavior to Propensity to leave. Notably, Trust and Commitment play the leading roles to reach the aspired relation. The findings are integrated into a useful scheme index for decision-makers to enforce the on-going relational exchange to reach the common goal of PAK.