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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/26004

Title: Does online relationship marketing enhance customer retention and cross-buying?
Authors: Chiung-Ju Liang;Hui-Ju Chen;Wen-Hung Wang
Contributors: NTOU:Department of Shipping and Transportation Management
Keywords: online financial services;online relationship marketing;financial bonding;social bonding;structural bonding;customer loyalty;customer retention;customer cross-buying
Date: 2008-07
Issue Date: 2011-10-20T08:33:25Z
Publisher: The Services Industries Journal
Abstract: Abstract:One characteristic of online consumer behavior is the low cost of searching for alternatives. Therefore, customer loyalty is more difficult to achieve in the online context than in the offline one. Although studies have discussed the effectiveness of relationship marketing, nearly all studies examining such constructs have been in the context of ‘offline’ consumer behavior. With regard to the ‘online’ context, the integration of Internet technology with the customer loyalty concept is rarely discussed in the relationship marketing literature. Furthermore, empirical research that integrates the actual purchase behavior of customer retention and cross-buying is relatively sparse. In response to this, the current study develops
and empirically tests a model that examines the relations among relationship-bonding tactics, perceived relationship investment, perceived relationship quality, customer loyalty, customer retention, and crossbuying. Using survey data from 766 online customers of a securities corporation, the results demonstrate the effectiveness of relationship marketing as it positively influences online customers’ perception, then their loyalty, and ultimately, their actual purchase behavior.
Relation: 28(6), pp.769-787
URI: http://ntour.ntou.edu.tw/handle/987654321/26004
Appears in Collections:[航運管理學系] 期刊論文

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