Managing Customer Relationships by Customer Demographics and Personalities
| Autor: | Yu Wen Chiu, 邱裕文 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 In business marketing, customer bonds (i.e., financial bond, structural bond, and social bond) can improve customer loyalty (Chiu, Hsieh, Li, & Lee, 2005). However, companies need to pay for the costs to strengthen or create customer bonds. In order to effectively allocate marketing resources, research is needed for understanding the role of customer characteristics, that is, whether particular customer bonds can effectively improve specific customer loyalty? As we know, no studies have answered this research question, indicating an important knowledge gap. This study employed several simple or easy-to-identify customer (organizational buying decision-makers) characteristics (gender, age, opening years, and MBTI) and investigated whether these characteristics moderate the relations between customer bonds and customer loyalty. This study used the responses from 1,232 animal hospital presidents in Taiwan. Totally, 425 questionnaires were returned, yielding an effective return ratio of 34.5%. This study used regression analyses and found that (1) social bond is positively related to loyalty of male customers, (2) financial bond is positively related to loyalty of sensing customers, financial bond is positively related to loyalty of thinking customers, and structural bond is positively related to loyalty of perceiving customers. Thus, companies can design marketing activities according to customer characteristics to effectively improve customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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