| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 103 === This research aims to build the framework of relationship marketing for the non-profit television station. Therefore, the study discusses the relationship benefits, relationship quality and the impact on audience loyalty when Da-Ai Television Station deliver its service by using relationship marketing. Hence, Da-Ai Television Station is the main research subject and the personal interviews are the main research method.
The findings showed that Da-Ai Television Station adopting the model of relationship marketing had brought a distinguished increase in audience loyalty because audience could receive more relationship benefits and relationship quality. Also, results found that most audience watched Da-Ai Television Station due to its corporate image, thus increasing their loyalty.
If non-profit television stations build the relationship benefits along with the relationship quality, that is, those stations need to emphasize the relationship marketing model, the audience loyalty will therefore be enhanced, a positive effect. First of all, to construct relationship benefits, three aspects should be concerned, confidence benefits, social benefits, and special treatment benefits. The confidence benefits place stress on corporate image while the social benefits focus on the interpersonal relationship expansion. Secondly, to create special treatment benefits, extra opportunities to practice virtue are rather vital. Thirdly, to improve relationship quality, the programs of the non-profit television station is considered essential that could be qualified into two factors, satisfied and commitment. Finally, the audience loyalty can be boosted through combining relationship benefits and relationship quality in order to maintain the incoming of the resources for the non-profit organizations, and meanwhile, the mission of protecting public interests could also be accomplished.
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