| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === The rise of the Internet network, causes various types network store to open in abundance. Enterprises promotes the network store brand well-knownness, advance the customer satisfaction and loyalty by offering the commodities or service of meeting customer's needs, then strengthen one's own competition advantage, expect to wins by the time in the competition intense industry environment. This research take the network shopping as the research object, forms from the research motive with the research goal confirmation as well as the related literature discussion, confirmed establishment this research overhead construction relations, the discussion network shopping consumer characteristic regarding the relational marketing, the service quality, the brand equity, the relational quality and the customer voluntary performance difference, and constructs constructs it’s relational pattern. And from carries on the discussion in view of the findings, understood its management significance with draws up corresponding the strategy.
The results of this study were as follows: (1)relational marketing positively affects service quality; (2)relational marketing positively affects brand equity; (3)relational marketing positively affects relational quality; (4)relational marketing positively affects customer voluntary performance; (5)service quality positively affects brand equity; (6) service quality positively affects relational quality; (7)service quality positively affects customer voluntary performance; (8)brand equity positively affects relational quality; (9) brand equity positively affects customer voluntary performance; (10) relational quality positively affects customer voluntary performance.
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