| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 92 === Abstract
Day and Montgomery (1999) pointed out the current marketing issues lie in how companies relate to their market? They must transform the dispersive transaction into relationship, and the acquirement of new customers into the retention of worth customers. And under a series of exchanges, they must be able to distinguish the true and meaningful relationships that are built up on the base of reciprocity, which can benefit, promise and trust for each other. Most people spend lots of time in mutually depending commerce relations, but not only reciprocate the tangible values absolutely. Berry (1983) suggested the notion of “relation marketing,” and pointed out that the businesses must have endless benefit if their customers built the relationship with people not product.” This research try to establish a complete relationship marketing model given the emotional values, and hope this model will contribute to promote the services quality. Besides, for the companies, the strategy though the principle of the emotion marketing almost impossibly imitate of, therefore, that will get the larger competitive advantages. First, we got the basic concept of relational emotions by ethnographic interview and tested the customers’ who are in different areas performances of relational emotions and future behavioral intentions. Next, we used LISREL to test the causal relationship between many kinds of relational emotions and future behavioral intentions. Finally, the internal information of the bank and the professional personnel’s assessment are used to calculate the leverage effect of the future behavioral intentions for the bank which are influenced by customers; emotions.
This research collected the questionnaires by the personnel’s distributions. After empirical analysis, we found: (1) For the bank, different areas don’t have significant differences in the experiences in relational emotions that means the services of the bank are consistent in different areas. (2) Utilitarian emotions is a kind of basic psychological need for the corporate finance customers. Positive utilitarian emotions mean more convenient, diverse and better service standards, that could be regard as the first step for the account officers to open the customers’ relationships. (3) Legitimate emotions for the bank play an important role in customers’ future behavioral intentions. When the legitimacy the customer perceived is not enough, the customers are hard to do business with the bank even if the more positive utilitarian emotions are offered. Hence, the legitimate emotions result from companies’ image and reputation not only reduce the customers’ risk cognition, but also strengthen the confidence for the bank. (4) In the interactive process, tenderness and activeness always let the customers’ emotional experiences are more comfortable, and this kind of experience also let the customers accept the account officer easily and promote their positive future behavioral intentions. (5) The future behavioral intentions result from the relational emotions have the leverage effect for the bank. Therefore, the bank should regard the customers’ emotions as relational bonds; the interests are loyal to the customers’ needs in order to promote their positive relational emotions that will make the operation of the bank be more competitive. Suggestions for further research are that in different industries maybe have different relational emotions to be found and the negative emotions impacts in leverage effect. In the light of the complex phenomenon of the customers’ behavioral intentions between people and organizations is also worthy to further studying.
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