The Relationship Bonding tatctis, Relationship Benefits affect the Relationship Quality and Marketing Performance-the Moderating Effect of Involvement and Relationship Tendency
| Autor: | Kuan-Chu Chen, 陳冠竹 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 How to survive in competitive market is very important in health clubs. Maintaining current customer and building the long-term relationship are the health club’s focus. The relationship marketing is one of the important marketing strategies to build a stable and long term relationship with customers, experts asserted that relationship marketing is a new marketing paradigm. Additionally, some researches have asserted that not all customers want to maintain a long-term relationship; Health club should offer different lures to attract customers with different orientations loyalty. This study develops and empirically tests a conceptual model examining the interdisciplinary between relationship bonding tactics, relationship benefits, relationship quality and marketing performance (customer loyalty) in a relationship marketing system. The study aims to investigate how relationship bonding tactics, relationship benefits affect relationship quality and customer loyalty, and the moderating effect of personal involvement and relationship tendency from the consumer's perspective. The conclusions of this study are presented as follows: 1.The relationship bonding tactics whose structural bonding tactics has statistically influence on the relationship quality. 2. The relationship benefits positively affect the customer loyalty in which confidence and social benefit have the strongest effect on customer loyalty. 3. The three dimensions of relationship benefit positively affect the three dimensions of relationship quality. 4. The three dimensions of relationship quality positively affect the customer loyalty. 5. The relationship bonding tactics and relationship benefits can affect the customer loyalty through the mediating effect of the relationship quality. 6. The moderating effect of involvement is the more significant positively effects of social and structural bonding tactics on relationship quality will have. 7. On the whole, the moderating effect of relationship tendency is more significant positively effect of relationship benefits on relationship quality will have. From the empirical result, we suggest the health club’s manager improve the relationship benefits through the relationship bonding tactics of the marketing strategy to increase the relationship quality and further affect the customer loyalty. We hope that the marketing strategy can increase the customer consumption intention and crossing buying in order to increase the profit of the business. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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