A Study on the Influences of One-to-One Marketing on Customer Loyalty: The Moderating Effects of Web Service Quality and Consumer’s Lifestyle

• Main Authors: Chih-Peng Chen, 陳志鵬
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/93092494730411038678

碩士 === 真理大學 === 管理科學研究所 === 96 === Because accesses the net the population increase, more and more people go shopping on line. This article investigates the interaction relationship between websites and anonymous visitors based on one-to-one marketing. If the websites understand a customer’s habit and design the personal product for him/her, they will retain old customers and attract new customers. This is one-to-one marketing. The purpose of this study is to explore the influence of One-to-One Marketing on Customer Loyalty, and the moderate effects of Web Service Quality and Consumer’s Lifestyle; This thesis uses Yahoo! and Wretch as the targeted portal sample. Nonprobability sample was adopted to collect primary data. Actuality, return questionnaires is 1080 pieces and 800 of them are valid, the effective return rate was 74%. In order to test the hypothesis, the regression analysis was used. The main findings were list as follow: (1) One-to-One Marketing has significant positive influence on Customer Loyalty. (2) Web Service Quality has significant moderating effects between the combination of One-to-One Marketing on Customer Loyalty effects. (3) Consumer’s Lifestyle has significant moderating effects between the combination of One-to-One Marketing on Customer Loyalty effects.