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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/40050

Title: Evaluating the Interrelation of a Retailer’s Relationship Efforts and Consumers’ Attitudes and Behavior
Authors: Chiung-Ju Liang;Wen-Hung Wang
Contributors: 國立臺灣海洋大學:航運管理學系
Date: 2006-01
Issue Date: 2017-01-12T07:20:13Z
Publisher: 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:8080/ir/handle/987654321/40050
Appears in Collections:[航運管理學系] 期刊論文

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