RELATIONSHIP BONDING TACTICS, RELATIONSHIP QUALITY AND CUSTOMER BEHAVIORAL LOYALTY-BEHAVIORAL SEQUENCE IN TAIWAN'S INFORMATION SERVICES INDUSTRY

Abstract

This study develops and empirically tests a model examining the relation among relationship bonding tactics, customer satisfaction, trust, commitment and customer loyalty. Relationship duration and product involvement are used as controllable variables in a relationship marketing system. Based on samples collected from PC school, an information services institute in Taiwan, the results show that social bonding tactics can be further divided into unidirectional and interactive social bonding tactics. The results also show that structural bonding tactics are the most significant factor that influence relationship quality. In addition, results show that product involvement does have positively significant effects on the relationship quality model. Finally, relationship quality has a positive influence on customer loyalty, regardless of relationship duration type.