A Study of Relationship Benefits, Relationship Value, Relationship Quality and Loyalty in TV Shopping
| Autor: | Shih-Hong Huang, 黃世弘 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 People have realized the importance of virtual channel since the SARS exploded in Taiwan in 2003. According to Ipsos (2007), Taiwan TV shopping has over one million and five hundred thousand populations and which has grew 50% more than 2006. In addition, the TV shopping market scale is about fifty billion dollars in 2006 among No-store retailer. However, using mass relationship skills to the public are not enough nowadays because consumers acquire more product information than before under the age of information explosion. Hence, companies have to create and deliver more value to the customers in order to maintain competitive advantages. Further, the quality and value creation of customer relationship are important keys that enterprise can maintain competitive advantages. For the hypercompetition of the TV shopping market in Taiwan now, companies hope to raise switch barriers which can enhance customer loyalty. The study investigates the TV shopping consumers and uses a questionnaire of informant self-report. The sample size is 348 and use SEM as a test model and hypothesis. The results shows no significant evidence of the relationship benefits on loyalty ; however, the relationship benefits can have positive effects on relationship value, relationship quality and loyalty. Additionally, relationship value has a significant positive effect on relationship quality and loyalty. Switch barriers has a significant positive effect on loyalty. This research also confirms that switch barriers can be an important mediating variable role. Finally, the results are explored, with a suggestion of the limitation of our analysis for management and the academy. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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