The Mediating Effect of Relationship Quality on Relationship Benefits and Customer Loyalty-The Case of Original Equipment Manufacturer
| Autor: | Chun-Hui Yang, 楊淳慧 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 This research is focus on OEM factory for relationship benefits, relationship quality and customer loyalty. The main aim is to understand the effect of OEM factory to the customer invest relationship benefit to enhance customer loyalty, and whether relationship quality has mediating effect between relationship benefits and customer loyalty. The familiar OEM factories and via them to sent to their customer questionnaires were issued, were issued by convenience sampling. The objects are those who are dealings and contact with purchasers, the one who response placing orders, managers and the persons in charge. I collected 207 effective questionnaires for study and analysis. The result showed that the OEM factory invest in relationship benefits to increase customer loyalty is significantly affected by relationship quality mediating effect. That means if OEM factory has higher relationship quality the OEM factory invests will increase customer loyalty. Therefore, OEM factory need to invest in customer relationship benefits to increase the relationship quality, then consequent promote customer loyalty. And this research discovered the customer of OEM factory is focus on psychology benefit but not on economics benefit. That shows OEM factory must to satisfy customer needs but not to cut price for competition. So that to increasing satisfied the customer needs, trust and promise is the way to keep for a long term customer loyalty and reap profit. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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