http://scholars.ntou.edu.tw/handle/123456789/18912
標題: | Does Loyal and More Involved Customer the Reciprocal One of Retailer’s Relationship Efforts? | 作者: | Chiung-Ju Liang Wen-Hung Wang |
關鍵字: | Relationship Efforts;Trust;Commitment;Lisrel;Relationship Duration;Product Involvement | 公開日期: | 2008 | 卷: | 8 | 期: | 1 | 起(迄)頁: | 63-90 | 來源出版物: | Journal of Services Research | 摘要: | This study develops and empirically tests a model for examination of the impact of different relationship efforts made by a retailer (financial bonding, social bonding, and structural bonding) on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty) as relationship duration and product involvement are used as controllable variables in a relationship marketing system. A study in information education services industry was conducted based on samples drawn from XYZ Company, the largest information education services institute in Taiwan. SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers’ attitudes and behavior. Besides, the findings suggest that information education services with different attributes need different kinds and levels of relationship efforts. Specifically, the results show that relationship duration does have positive influence on consumer behavioral loyalty, and so does product involvement on relationship outcomes. Consequently, managers and employees of retail companies need to be trained, motivated, and rewarded for making relationship efforts to regular consumers. |
URI: | http://scholars.ntou.edu.tw/handle/123456789/18912 |
顯示於: | 航運管理學系 |
在 IR 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。