| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 95 === The trend in marketing toward building relationships with customers continues to grow, and marketers have become increasingly interested in retaining customers over the long run. The researches about customer relationship pied large attention on the factors which influencing quality particularly for the relationship benefit. However, there were few researches discussing from the aspect of relationship benefit. In addition, relationship benefit could be divided into social and economic relationship benefit.
Besides, in the different stages of relationship development lifecycle, benefit relationship and relationship quality might be different. Finally, dynamic relationship benefit which constructed by current relationship benefit and future relationship benefit. In this research, we seek to explore the influences of different relationship benefit on relationship quality and, at the same time, analyze the customer relationship benefit and relationship quality in different stages of customer relationship development lifecycle.
The research included college students as participants and the telephone companies which were frequently applied by and had close relationship with college’s students as the subjects. Adopting convenience sampling, the research employed SPSS for analysis of variance and analysis of regression for testing hypotheses with 504 valid samples.
The results found in this research supported the hypothesis proposed and further indicated that current and future relationship benefit had significantly and positively affected relationship quality. Furthermore, social relationship benefit had more significant impact and influence than economic relationship benefit on relationship quality. Additionally, relationship benefit and relationship quality, following with the relationship process, presented a move from raise to drop. On the other side, the positive relationship between relationship benefit and relationship quality varied with different relationship development process. In different dynamic relationship benefit, current relationship benefit and future relationship benefit were high and reasonably resulted in the high relationship quality. It indicated that the companies should lay emphasis not only on the current relationship benefit with customers but also on future relationship benefit. Finally, the companies had to reinforce the future social relationship benefit and assisted each other in building the best long-term relationship quality.
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