| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 92 === Relationship marketing is an essential issue for marketing no matter in terms of theory or practice. Various mediating-variable approaches have been adapted by scholars in light of relationship marketing. In 1994, Morgan & Hunt proposed a well-known model called “Key Mediating Variable Model, KMV.” They selected relationship commitment and trust as the mediating variables. However, others selected trust or customer satisfaction as the mediating variables. Therefore, an issue whether customer satisfaction could be combined with the mediating variables of relationship commitment and trust to conduct relationship marketing KMV model becomes an worthy topic to be studied. The thesis tries to adapt the mediating variables, such as customer satisfaction, relationship commitment and trust in order to establish a relationship marketing model from Antecedents ─ Mediating ─ Consequences.
This research selected one of the leading firms in domestic on consumers’ product as a sample to testify our hypothesis, through it's major retailing channel, questionnaire were collected by random sampling, data was analyzed with application of structural equation modeling method, Following are finals of empirical study:
1. It is acceptable when customer satisfaction is selected
as a mediating variable of KMV model, according to result
test of goodness of fit.
2. There is significantly positive correlation between “trust
to relationship commitment ” and “trust to customer
satisfaction” in mediating variables.
3. The result showed that the relationship among Antecedents,
Mediating and Consequences is almost consistent with our
hypothesis.
|
|---|
