The Research of Relationship Marketing (MR) in the Field of CPAs Firms

• Main Authors: Cheng ying-chu, 鄭瑛珠
• Other Authors: Pan, Po Wei
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/30466735887517188202

碩士 === 玄奘大學 === 國際企業學系碩士班 === 100 === The Research of Relationship Marketing (MR) in the Field of CPAs Firms Student: Cheng ying-chu Advisors: Dr. po-wei pan Master’s Degree Program Department of International Business Hsuan Chuang University Abstract As in the trend of globalization and internationalization, more and more new CPAs (certified public accountants) crowd into the reducing saturated professional service market while the local manufacturers increasingly moving overseas in various fields. CPA firms in Taiwan are facing a severe competitive environment. Enlarging the business scale and strengthening the competitiveness are a necessity to maintain and penetrate market shares. The research applies Relationship Marketing (MR) in the field of CPA firms in Taiwan to understand better if well-developed customer loyalty -- formed from trust, relationship satisfaction and commitment – will positively influence the willingness of customers to maintain long-term partnerships with CPA firms. It will be an honor for findings to provide some implications for practice and further research. Liability analysis, factor analysis and regression analysis are applied to analyze the 223 effective questionnaires out of 250. The research findings suggest that 1.There is positive correlation between MR and relationship quality; 2. Relationship quality has good influence to customer loyalty; 3.MR has a positive impact on customer loyalty. Key words: Relationship Marketing (MR); Relationship quality; Customer loyalty.