The Effect of Relationship Building in Customer Participation on Word-of-Mouth

• Main Authors: Yeh-Sen Lu, 呂月森
• Other Authors: Tai-Ning Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/43048964552520891545

碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === Since the production percentage of services in gross national production has been increasing, the importance of word-of-mouth on enterprises’ competitive advantage increases. The purpose of this study is to investigate the relationship between relationship-building behavior in the process of customer participation. Customer participation has been a widely accepted marketing paradigm among scholars and practitioners. The wide-spread consumerism has led to the fact that customers want not only the products or service offered by the firm, but also the perceived relationship during service encounter. This study distributed structured questionnaires to customers in food and beverage industry. 600 questionnaires were distributed. 500 valid questionnaires were returned. The response rate is 83%. The research results show that the relationship-building behavior in customer participation is positively related to word-of-mouth, which supports our research hypothesis. Theoretical and practical implications are discussed.