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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/26003

Title: Does Loyal and More Involved Customer the Reciprocal One of Retailer's Relationship Efforts?
Authors: Chiung-Ju Liang;Wen-Hung Wang
Contributors: NTOU:Department of Shipping and Transportation Management
國立臺灣海洋大學:航運管理學系
Keywords: Relationship Efforts;Trust;Commitment;Lisrel;Relationship Duration;and Product Involvement
Date: 2008
Issue Date: 2011-10-20T08:33:25Z
Publisher: Journal of Services Research
Abstract: Abstract:This study develops and empirically tests a model for examination of the impact of different relationship efforts made by a retailer (financial bonding, social bonding, and structural bonding) on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty) as relationship duration and product involvement are used as controllable variables in a relationship marketing system. A study in information education services industry was conducted based on samples drawn from XYZ Company, the largest information education services institute in Taiwan. SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers’ attitudes and behavior. Besides, the findings suggest that information education services with different attributes need different kinds and levels of relationship efforts. Specifically, the results show that relationship duration does have positive influence on consumer behavioral loyalty, and so does product involvement on relationship outcomes. Consequently, managers and employees of retail companies need to be trained, motivated, and rewarded for making relationship efforts to regular consumers.
Relation: 8(1), pp.63-90
URI: http://ntour.ntou.edu.tw/handle/987654321/26003
Appears in Collections:[航運管理學系] 期刊論文

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