| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === There are plenty of studies on exchange characteristics and customer loyalty in relationship marketing; however, few of them are related to telecom corporations and their international business customers, particularly to the discussion on future purchasing expansion intention. For this reason, this study established a key variables model for telecom B2B relationship marketing and verified the relevance of this model. The framework of the study is developed based on the KMV model, theorizing supplier capabilities, switching costs and relationship benefits as antecedents, trust and commitment as mediators, and customers’ intention to stay and future purchasing expansion intention as outcome variables.
The study surveyed Chunghwa Telecom’s current international business customers
with questionnaire. The result of the 196 valid questionnaires analyzed through SPSS 20.0 showed: (1) Customer perceived supplier capabilities, switching costs and relationship benefits were significantly and positively correlated with customer trust in and commitment to their suppliers. (2) Customers’ trust and relationship commitment had a positive and significant effect on both intention to stay and intention to expand purchase. (3) The hypothesis that trust and relationship commitment are key mediators in relationship marketing for the B2B telecom industry is supported.
The framework of the study can be referred to on B2B telecom relationship marketing research and the findings may provide insight into the formulation of relationship marketing strategies for the telecom industry. The study discussed the managerial implications of the findings, research imitations, and direction for future research.
Key words: KMV model, supplier capability, switching costs, relationship benefits, intention to stay, future purchasing expansion intention.
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