Exploring an Optimal Fit of the Retailer's Relational Capabilities

• Main Authors: Shu-Hao Chang, 張書豪
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/27979656486155522316

博士 === 國立東華大學 === 企業管理學系 === 94 === Previous work on the relationship of the store and the customer has focused on either store- or customer-level analysis. This study used a matched sampling method to build a multilevel statistical model. Sub-modeling representing each level’s effect is adopted to conduct cross-level analysis. The purpose of this study is to test the role of the personality traits of customer relationship proneness in the store’s relationship management after the store’s relationship marketing institution and the sore’s quality. First, this study has confirmed that the relationship among perceived relationship investment, store image, customer relationship proneness and the store’s relational capability through Structure Equation Modeling (SEM). Second, this study explores the fit relationship between the store and the customer and cross-level analysis. The result indicates both perceived relationship investment and store image significantly affect the store’s relational capabilities. In addition, customer relationship proneness, perceived relationship investment, and store image significantly affect the store’s relational capabilities through a matched sampling method: customer relationship proneness explained within-store variance, and perceived relationship investment and store image explained between-store variance. This study explored the binary relationship in stores and customers by cross-level approach to reduce underestimated standard errors and avoid heterogeneity of regression. Multi-level perspective of exploring the binary relationship in stores and consumers are important. The relationship of consumers and stores is based on customers’ perception of the store’s relationship efforts and store quality. Therefore, this study adopts multi-level perspective (customers’ level & stores’ level) to validate the effects of different levels. The result indicates the store should apply social contact and fine store image to increase customers’ patronage intention and relationship satisfaction. Besides, it appears that the retailers should considerate the characteristics of individual customers in their relationship marketing strategies.