An empirical study for the relationship amount the professional skills, relationship strength, relationship quality and the customer relationship management effectiveness
| Autor: | Chung-Li Wang, 王崇禮 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 Some famous international stock broker and investing bank came to Taiwan to set up the branch after Taiwan had applied for World Trade Organization (WTO). And, after some financial holding company had been established in the financial market, which their own subsidiary stock broker get a huge fund support and the access predominance from the financial holding company to make the traditional stock broker’s market going down gradually. The traditional stock broker face the original stock broker competition and newly external pressure, how to promote the enterprise management efficiency by following the customer’s relationship effectively, it is the main motivation to inspire me to do this research deeply. Through literature review, this study found out that some scholars like the Crosby, Evans and Cowles (1990); Liljander and Strsndvik (1995) they thought professional skills and relationship strength will directly influence the customer relationship management performance. Also, like the Kotler (1991) he address the relationship quality will indirectly influence the variable factor of the customer relationship management performance. This research refers some concepts of the Crosby, Evans and Cowles (1990); Liljander and Strsndvik (1995) as well as Kotler (1991) to study the relation amount the professional skills, relationship strength, relationship quality and the customer relationship management effectiveness. This research adopted the questionnaires that investigate the investing customer of a certain integrated stock broker in the urban area of the north, central and south of Taiwan. To send 390 questionnaires and return 369 ones, effective samples are 322 ones and return ratio is 82.5%. After further analyze it by multiple-regression-analysis we found out the result that excluding the professional skills and relationship warrant not up to notable condition, the others have obvious positive influence each other. Through a path analysis, to examine whether the professional knowledge dimensions will indirectly influence the relationship management effectiveness dimensions via the relationship quality dimensions, and whether the relationship strength dimensions will indirectly influence customer relationship management effectiveness dimensions via the relationship quality dimensions. Finally this study found out most of dimensions exist the mediating effect. Key word: Professional skills; relationship strength; relationship quality; customer relationship management effectiveness. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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