Effects of Relational Benefits and Relational Quality on WOM－Instant Messaging as the moderator
| Autor: | Chia-lun Hsu, 許家綸 |
|---|---|
| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Technology is changing rapidly in today's world. Instant messaging has played an important communication role among young people and the next-generation users are bound to be the master parts of the consumption in the future economy. Nowadays, every industry is full of competition. Relationship marketing is increasingly important Companies are actively contacting customers to establish long-term relationship in order to ensure competitive advantage. The rapidly developed information technology makes the contacts and service delivery between business and customer become different from before. Therefore, this study focuses on how to apply the combination of relationship marketing with information technology. This study uses quantitative research, totally collects 251 valid samples, and confirms the causal relation between relational benefits, relational quality, word-of-mouth and using of instant messaging by using Structural Equation Model (SEM) and Linear Regression. The outcomes are as the following： 1.The effects of confidence benefits, social benefits and the special treatment benefits on satisfaction and commitment are positive and significant, especially the confidence benefits is the most important. 2.The effects of satisfaction and commitment on word-of-mouth are positive and significant. 3.The relational quality of customers with higher cognition of instant messaging performance can get greater influence on the word-of-mouth. 4.Satisfaction and commitment have full mediating effect among confidence benefits, social benefits and word-of-mouth. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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