| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 89 === ABSTRACT
In recently years, the use of the Internet for commercial activity has been growing rapidly, and there has been a concomitant in related Internet service industries and in the number of consumers using them. The Internet''''s most important function is to provide consumers with information services. In the current competitive environment, the provision of quality service is felt to be the most effective competitive advantages and strategy for ensuring survival and success. Portal managers face extreme competition in this business, also have the recognition that, to attract customers doing business with us is not difficult, however make our customers keep the loyalty doing business with us seems not so easy. Provide good quality of service and merchandise to make our customers relationship quality (reliability、satisfaction), and make-effort to raise-up the portal performance (customers'''' loyalty、advertisement performance), and , these are major-points for portal managers. Then, how to break through this bottleneck? According to many scholars'''' researches in service business, Relationship Marketing becomes one of the strategies that can be applied by portal managers.
This research builds up a pattern in relationship quality, to discuss that portal business through service processing to raise-up customers'''' satisfaction and reliability in a way to raise customers loyalty and advertisement performance. Also, including the relationship-time-factor to conclude different relationship quality pattern by short-term and long-term time-factor, which interprets the difference that affects relationship quality pattern. This research applied factor-analysis and regression-analysis to prove this pattern of relationship quality. The main results as follow:
1.Professional selling behavior, self disclosure, critical incident recovery and security will affect the relationship quality.
2.Relationship quality dimensions (reliability、satisfaction) will affect portal performance (customers'''' loyalty、advertisement performance).
3.Factors effecting relationship quality are Professional selling behavior , self disclosure, security and critical incident recovery in piority as below.
4.Factors effecting portal performance are Professional selling behavior , security, self disclosure and critical incident recovery in piority as below.
5.Under different usage intensity, only professional selling behavior and security will affect the relationship quality and portal performance.
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