The purpose of this study is to demonstrate the roles of reciprocity and competitive intensity for the relationship of personal ties and performance of the horizontal strategic alliances occurring in Taiwan's travel industry. Senior executives of tour companies that were located in Taipei and...

Although service guarantees have enjoyed wide popularity as marketing tools and brought impressive results for firms, it is still not clear whether different types of service guarantees have similar effects on consumers' pre-purchase evaluations of differently priced services. To answer this...