Exploring the Impact of Relationship Marketing and Service Quality on Business Customer Loyalty – Based on the case of Chiayi Winery of Taiwan Tobacco and Liquor Corporation

• Main Authors: Po-Wen Chang, 張博文
• Other Authors: Huan-Ming Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/88h9yv

碩士 === 國立雲林科技大學 === 資訊管理系 === 104 === With the rapid development of information technology and fierce competitive environment result in a major shift in marketing activities. Traditional massive advertising methods are not enough to win a lot of customer loyalty, how to effectively promote relationship marketing and service quality to establish a sustainable and mutually beneficial relationships with customers gain important. This study conducted extensive expert reviews with marketing specialists of Chiayi wineries Taiwan Tobacco and Liquor Corporation with the assistance of a multiple criteria decision analysis tool, DEMATEL -Based ANP (DANP) to investigate in-depth the relationships among relationship marketing, service quality, and customer behavioral intention, focusing on their casualty and relative weights. Major conclusions can be summarized as follows: (1) service quality affect relationship marketing and customer behavioral intention in turn, (2) tangibility and responsiveness are two driving factors of service quality, (3) trust is antecedent to commitment, and (4) customers responses should be handled properly to establish and maintain customer loyalty These findings help enhance marketing performance and customer loyalty effectively.