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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/26039

Title: Relationship Bonding Tactics, Relationship Quality and Customer Behavioral Loyalty --Behavioral Sequence in Taiwan’s Information Services Industry
Authors: Wen-Hung Wang;Chiung-Ju Liang;Yung-De Wu
Contributors: NTOU:Department of Shipping and Transportation Management
國立臺灣海洋大學:航運管理學系
Keywords: Relationship Marketing;Relationship Quality;Information Services Industry;Customer Satisfaction;Behavioral Loyalty;and Regression
Date: 2006
Issue Date: 2011-10-20T08:33:32Z
Publisher: Journal of Services Research
Abstract: Abstract:This study develops and empirically tests a model examining the relations among relationship bonding tactics, customer satisfaction, trust, commitment and customer loyalty. Relationship duration and product involvement are used as controllable variables in a relationship marketing system. Based on samples collected from PC school, an information services institute in Taiwan, the results show that social bonding tactics can be further divided into unidirectional and interactive social bonding tactics. The results also show that structural bonding tactics are the most significant factor that influences relationship quality. In addition, results show that product involvement does have positively significant effects on the relationship quality model. Finally, relationship quality has a positive influence on customer loyalty, regardless of relationship duration type.
Relation: 6(2), pp.31-57
URI: http://ntour.ntou.edu.tw/handle/987654321/26039
Appears in Collections:[航運管理學系] 期刊論文

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