A Study on the Relationship Among Relationship Marketing,Customer Satisfaction, and Repurchase Intention：An Example of Textbook Industry in the Elementary Schools

• Main Authors: Ming-Hsiang Tsai, 蔡明祥
• Other Authors: Yi-Chun Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/33113467845872002986

碩士 === 義守大學 === 管理學院碩士班 === 98 === This study explored the correlations among relationship marketing and customer satisfaction, and repurchase intention. Since the textbook market for junior high schools and elementary schools was formed upon the official implementation of the Grade 1-9 Curriculum, the relationship of publishers’ customer management with teachers, and that of after-sale services and customer satisfaction, have become exceptionally important factors. Because of these specific industrial characteristics, publishers had to make efforts to strengthen their relationship with teachers through various marketing methods, and improvement of their after-sale services to enhance customer satisfaction, subsequently influencing the teachers’ repurchase intention regarding textbooks. This study took 241 public elementary schools in various cities and counties in the southern Taiwan as the sample subjects. The schools were divided into large, medium, and small groups, according to their student size, twenty schools were randomly selected for each group using stratified random sampling, from which 15 teachers (homeroom teachers, subject teachers and full-time teachers) were randomly selected from each school as respondents to fill in the questionnaires. A total of 303 effective questionnaires were collected. Based on the results, the following conclusions were obtained: The study results indicate:in the textbook selection, the relationship marketing significantly influences the customer satisfaction and the customer repurchase intention,and the increasing of customer satisfaction will increase the customer repurchase intention. The relevance is inseparable among the relationship marketing,the customer satisfaction and the customer repurchase intention. In conclusion, this study offered suggestions to textbook publishers and elementary school teachers, as well as implications of academic theories, and recommendations regarding future researches.