The Relationship between Relationship Bonds and Credit Card Holers’ Re-patronage Intention
碩士 === 中國文化大學 === 國際企業管理學系 === 99 === Facing the fact that products and service are more homogeneous and the fact that product life cycles are much shorter, firms must retain customer re-patronage intention in order to sustain their competitive advantage. The purpose of this study is to investig...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/38275448902811498507 |
| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 99 === Facing the fact that products and service are more homogeneous and the fact that product life cycles are much shorter, firms must retain customer re-patronage intention in order to sustain their competitive advantage. The purpose of this study is to investigate the relationship between relationship bonds and customer re-patronage intention. Relationship bonds are a widely accepted marketing paradigm by marketing scholars and practitioners. This study distributed 963 structured questionnaires to credit card holders. 780 valid questionnaires were returned. The research results show that relationship bonds are negatively related to credit card holders’ re-patronage intention, which contradict our research hypotheses. Theoretical and practical implications are discussed.
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