Effects of Customer Management Relationships and Relationship Benefits on Relationship Quality and Loyalty

• Main Authors: Han-Ju Yang, 楊涵如
• Other Authors: 方世榮
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/97325360688436851640

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 95 === As marketing entered the 1990s things appeared to be going from bad to worse. Companies were beginning to question the large expenditure on marketing without a m- easurable return on investment that had been assumed in past decades. Most western co- untries were becoming largely service-led economies,so it has to be stressed that the iss- ue of perceptive gaps between customers and companies. It was frequently acknowledg- ed that customer supremacy, the central tenet of marketing, although rational in principl- e was fawed in practice. The present study aims to investigate the effects of customer management relati- onships and relationship benefits on relationship quality and loyalty.According to New- ell (2003), customer management relationships including two dimensions：customer par- ticipation and high permission intensity. Base on Hennig-Thrau et al.,(2002), these vari- ables were further categorized into two or three dimensions. That is, relationship benefi- ts consist of confidence benefit, social benefit ,and special treatment benefit, whereas relationship quality in composed of satisfaction and commitment. In respect of experiment, our study targets at customer who accept bank or touri- st services,and we obtain 301 useful questionaires by convenience sampling. The findings are summarized as follows： 1. While the effect of social benefit on relationship quality is not significant, co- fidence benefit and social benefit positively affect the two dimensions of rela- tionship quality. 2. The two dimensions of relationship quality positively affect loyalty in which satisfaction has the strongest effect on loyalty. 3. The two dimensions of customer management relationships positively affect relationship quality. 4. While customer participation on loyalty is not significant, high permission intensity positively affect loyalty.