The Formation of Rapport in Relationship Marketing---A Case of Pansion Study

• Main Authors: Yu-Tzu Chang, 張祐慈
• Other Authors: Yu-An Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/57676568347249900727

碩士 === 國立暨南國際大學 === 國際企業學系 === 99 === The concept of Relationship Marketing originated from industrial or organizational marketing of Scandinavia in 1960. The idea was to establish a long-lasting relationship with customers by interaction. The rapport between customers and service providers was seldom by studied in the literatures. According to the study of Gremler and Gwinner (2000), the interaction and connection between service providers and customers was crucial in building up a long-lasting relationship; however, the interaction was frequently neglected. The definition of rapport by Gremler and Gwinner (2000) is extended into this study. This study discusses the impact of value similarity, likability, and relationship-specific investment on enjoyable interaction and personal connection. Then, this study is conferred the impact of enjoyable interaction and personal connection on customer satisfaction. The data collection was made from the customers of one pansion at Ching Jing of Nantou for studying the rapport between the customers and the pansion host. The descriptive statistics analysis, reliability and validity analysis, factor analysis, correlation analysis, and regression analysis are applied for empirical analysis. The empirical results show that the impact of value similarity on enjoyable interaction is significant. The impact of likability on personal connection is also significant. The impact of relationship-specific investment on enjoyable interaction and personal connection are positively significant. The impact of enjoyable interaction and personal connection on customer satisfaction are also positively significant. The empirical results above are completely the same as the second chapter of literature review. However, the impact of value similarity on enjoyable interaction is insignificant because it takes time to know the service provider and to evaluate the service provider’s belief. The impact of likability on personal connection is also insignificant because the friendliness of the service provider is sensed throughout the process of consumption. There is no chance for the service provider to become a friend with the customers if there is a weak connection.