Relationship Marketing、Customer Value and Customer Satisfaction on Behavior Intention-A Study in Online Shopping

• Main Authors: Hsin-Yu Chang, 張芯瑀
• Other Authors: 韓文仁
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04801935954916934683

碩士 === 立德大學 === 國際企業管理研究所 === 98 === The network usage population increases and the convenience for trading, electronics trading has already gradually become the important consumption of Taiwanese people. In the Internet times, different marketing channels and strategies makes the relationship between enterprises and customers becoming more complex. If the industry wants to trade through the internet on relationship marketing to attract customers, need to understand the relationship marketing and customer value and customer satisfaction and behavioral intention. So that it can create the customers, then make a profit. The goal of our study is to analyze the relationships among relationship marketing, customer value, customer satisfaction and behavior intention for online shopping.The study has accepted 288 effective responses from people who have tried to use the online shopping before, by means of various statistical analyses such as factor analysis, reliability analysis, correlation analysis, regression analysis and path analysis to describe the consequence. The results indicate:(1)Financial structural and social bonding of relation marketing had a positive effect on hedonic benefit and utilitarian benefit and society benefit.(2)Financial and structural and social bonding had a positive effect on customer satisfaction.(3)Hedonic benefit and utilitarian benefit and society benefit had a positive effect on behavioral intentions.(4)Customer satisfaction had a great influence to behavioral intention.(5)Relationship marketing had a great influence to behavioral intention(6)Customer value and customer satisfaction is a mediator between relationship marketing and behavioral intentions.