The Perceptions of Direct Marketing Media's Effects on Customer Relationship Quality and Relationship Retention
| Autor: | 李妍慧 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 The Perceptions of Direct Marketing Media’s Effects on Customer Relationship Quality and Relaationship Retention Student：Yen-Hui Lee Advisor：Dr. Kaili Yieh Graduate School of Marketing and logistic management National Changua University of Education ABSTRACT Many researchers and managers maintain that one of the key goals of marketing is to build and sustain strong customer relationships. Thus communication can strengthen customer trust, relationship commitment and satisfaction. Also, the behavior of customer is closely associated with customer trust, relationship commitment and satisfaction in many empirical studies. Direct marketing is one of B2C communication, it often performed by a number of communication media. But each person has their own perceptions and views for communication media. These perceptions and views can influence on customers trust, relationship commitment and satisfaction for salesman or companies. Also, whether customers maintain the sustainable relationship between customers and salesman or customers and companies or not, it is closely associated with customer trust, relationship commitment and satisfaction. Therefore Business can choose a good communication media will create a good relationship quality for customers to maintain the sustainable relationship between customers and salesman or customers and companies. The research aims at probing into the perceptions of direct marketing media’s effects on customer relationship quality and relaationship retention. The participants of this study are the customers of insurance industry in Taiwan. 390 questionnaires are collected in this study, 304 questionnaires are judged as the valid ones. Using SPSS 18.0 and additional features Amos 17.0 as an analysis tools, we had found：(1) Different the perceptions of direct marketing media have different significant effect on relationship quality. (2) Through the mediating effect of relationship quality, the perceptions of direct marketing media have effect on relationship retention. (3) Relationship quality didn’t influenced by contact frequency. Keywords ： The Perceptions of Direct Marketing, Relationship Quality, Relationahip Retention, Contact Frequency |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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