A study on the Relationships among Marketing Channel, Relationship Marketing, and Buying Intention - Based on the Case of Photo Printing Market

• Main Authors: Chun-Ting Chen, 陳俊廷
• Other Authors: Huan-Ming Chuang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/78777619768413288355

碩士 === 雲林科技大學 === 資訊管理系碩士班 === 98 === Due to the rapid development of Internet and electronic commerce, emerging on-line channel get more and more popular, and exert strong competitive pressure toward traditional physical channel. The importance of relationship marketing and service quality toward customers’ trust, commitment and finally repeating purchases has been validated extensively. Consequently, whether the same effects will happen in on-line channel has became an important issue. This study bases on photo printing industry, chooses one company operates both physical and on-line channels to investing the role of above mentioned variables, as well as the difference between two kinds of channels. Questionnaire survey with on-line and physical formats was conducted, with 104 and 109 as effective samples separately. Smart PLS was used as data analysis tool to test the measurement and structure models. Research results support the proposed relationships both on physical and online situations in general. Namely, relationship marketing and service quality are two important antecedent variables affecting customers; repeating purchases. These conclusions can help photo printing companies improve marketing effectiveness, enhance customer relationship, and increase customers’ intention for repeating purchases.