| Summary: | 碩士 === 康寧大學 === 國際企業管理研究所 === 99 === Recently Relational Bonds is fully utilized in service industry.It is hard to measure the quality of service, but Berry (1993) indicted that Relational Bonds can overcome invisibility of service. However, for heavy duty mechanic service industry, there are little studies about that.
Therefore, this research analysis factors of customer loyalty and utilizes Regression Analysis to build up the cause effect model of Relational Bonds, relationship quality and loyalty. Besides, this research also utilize Factor Analysis to exploit potential variables of Relational Bonds, analyze the association between Relational Bonds, relationship quality and customer loyalty and evaluate the direct and indirect effect of relationship marketing toward relationship quality and loyalty.
According to this research result, first, for customers the most valuable activity is customer oriented among all the relationship marketing activities. Second, the order of relationship marketing factors which affect customer loyalty is customer oriented, professional technique and afterward service. Third, the order of factors which affect the relationship quality of customer loyalty is satisfactory, promise andtrust.
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