The Evolution of Relationship Value and Loyalty
| Autor: | Liang-Yi Huang, 黃良詣 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 In the marketing practice and theory nowadays, defensive marketing strategy becomes more and more profitable, and it also shows that the supplier would have to allocate resource to build up the collaboration and keep the long-term relationships with its customers. Research demonstrates that these relationships are complex and dynamic and that the drivers of loyalty change and evolve over time. It’s greatly important to understand the relationships and the development of loyalty, no matter in the academic or the management in practice. However, most of the past research focused on relatively mature product or service. There is not much research about a new-to-market offering. For the reasons, we propose our research model for the evolution of relationship and loyalty in service which provided by supplier. Our research objects are to: (1) observe the evolution of relationship value and loyalty, (2) estimate the mediation of relationship quality for the impact which relationship value on loyalty, and (3) analyze the longitudinal relationship value by retrospective questionnaire survey. We survey the customers who use the telecom mobile communication service with retrospective questionnaire, and we use a simply random sampling from the top 5 major internal telecom suppliers. We believe the relationship value could make an impact to customer loyalty in early phase of the life cycle; the relationship value will be mediate by relationship quality to result in the impact on loyalty over time. We expect the research result could explain how the loyalty is more and more relied on the relationship value in developing phase, and how the relationship quality is mediated. We hope that our research result could have important implications for managers who charge with allocating resources to improve customer relationships |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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