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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/26016

Title: Evaluating the interrelation of a retailer's relationship efforts and consumers' attitudes and behaviour
Authors: Chiung-Ju Liang;Wen-Hung Wang
Contributors: NTOU:Department of Shipping and Transportation Management
Keywords: Relationship Efforts;Trust;Commitment;Consumer Relationship Management;and Lisrel
Date: 2006-01
Issue Date: 2011-10-20T08:33:27Z
Publisher: Journal of Targeting, Measurement and Analysis for Marketing
Abstract: abstract:This study develops and empirically tests a model for examining 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 behavioural loyalty). A study in information services industry was conducted based on samples drawn from XYZ Company, the largest information education services institute in Taiwan. Standard error of the mean results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behaviour. In addition, the findings suggest that information services with different attributes need different kinds and levels of relationship efforts. Consequently, managers and employees of retail companies need to be trained, motivated and rewarded for making relationship efforts to regular consumers.
Relation: 14(2), pp.156-172
URI: http://ntour.ntou.edu.tw/handle/987654321/26016
Appears in Collections:[航運管理學系] 期刊論文

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