A study of relational bonding strategies across different relationship phases
| Autor: | Fu-Hsuan Liu, 劉馥瑄 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in benefit (carrot) and barrier (stick) is relatively sparse. In recent years, marketers do the different marketing strategy for long-term and short-term customer, the relationship between firm and individual customer get more and more important. We attempt to explain the relationships among relational bonds, two drivers, and customer loyalty in four different relationship phases (exploration, buildup, maturity, and decline). |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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