Trust Building through Brand Marketing to Raise Consumer Value:The Case of Insurance Industry In Taiwan
| Autor: | Wen-Kai Lee, 李文凱 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 For the macro environment had been more and more difficult for running insurance business after the financial crises, how to maintain the old customers and attract the new has been the most important issue in the insurance industry. To achieve the goal of maintaining and development, a great deal of companies chose to establish valid relationship with their customers. The causal relationship between trust and perceived value is analyzed in this thesis. Trust is a sophisticated psychological element and it’s difficult to build up and maintain. But it plays an inevitable role in the interpersonal service relationship. Affective trust and cognitive trust are considered to be useful mediating variables between relationship marketing and perceived value since trust is one key factor of relationship quality. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|