| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 104 === Companies have used social media such as Facebook and LINE to communicate with their customers since people rely heavily on their portable devices these days. Therefore, Customer Relationship Management (CRM) is one of the most important marketing strategies a business implements. Heskett (1994) indicated that customer retention and customer loyalty which ultimately lead to profitability. However, we find that such marketing technique may easily results in consumers’ resistance of service and product. Hence we divided relationship marketing into three factors: relationship benefit, expertise, and contact and support to examine how each of them would affect customers.
A total of 150 samples that have experienced relationship marketing were recruited through snowball sampling and convenience sampling. By implementing item analysis, regression analysis, hierarchical regression analysis, T-test and ANOVA, The results of this study can be concluded as the following:
1.There is a significant positive influence on trust by relationship marketing.
2.There is no significant influence on intrusiveness by relationship benefit of relationship marketing.
3.There is a significant negative influence on intrusiveness by expertise of relationship marketing.
4.There is a significant positive influence on intrusiveness by contact and support of relationship marketing.
5.There is a significant positive influence on customer loyalty by trust.
6.There is a significant positive influence on purchase intention by trust.
7.There is a significant negative influence on customer loyalty by intrusiveness.
8.There is a significant negative influence on purchase intention by intrusiveness.
9.There is a partial mediating effect of trust between relationship marketing and customer loyalty.
10.There is a partial mediating effect of trust between relationship marketing and purchase intention.
11.There is a partial mediating effect of intrusiveness between relationship marketing and customer loyalty.
12.There is no mediating effect of intrusiveness between relationship marketing and purchase intention.
13.There is a significant positive influence on purchase intention by customer loyalty.
Finally, we use an “exchange of ideas” to sum up the main idea of this study. Whether a customer feels intrusive or not depends on how professional you are and how often you interact with them. If a customer feels more trust than intrusive, he/she might has higher loyalty and purchase intention.
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