Research on the Relationship between Relationship Marketing and Customer Loyalty-Asset Management company customer as an example

• Main Authors: HSIEH,CHEN-HSUN, 謝政勳
• Other Authors: Lin,Yang-Chu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/fan48m

碩士 === 東吳大學 === 企業管理學系 === 107 === This study aims to explore the relationship between relationship marketing and customer loyalty. It is desirable to be able to influence the customer loyalty by providing the relationship marketing value of the relationship to the customer through the service delivery through the one-to-one situation. This study used the questionnaire survey method to sample the individuals provided by the Taiwan Investment Trust as an empirical object of professional services, and the research object was based on the credit customer as the parent group, and the questionnaire related to relationship marketing and customer loyalty. For research tools. A total of 152 formal questionnaires were issued, and 150 valid questionnaires were collected. The SPSS 22.0 Chinese version of the software was used for statistical analysis. The main findings are as follows: First, different genders will affect the perception of customer relationship marketing as a whole and structural relationship marketing. Different levels of education affect the marketing, marketing, and marketing relationships of customer relationship marketing. Different ages, average monthly income, and investment experience will affect the overall relationship and customer perception of customer relationship marketing. Second, different genders will affect customers' perceptions of affinity and extroversion personality traits. Different average monthly incomes will affect the overall, affinity, rigor, extroversion and openness of the customer's personal traits. Different ages, education levels, and investment experience will affect the customer's personality traits and the various facets of the direct marketing consultants. Third, different genders will not affect the overall customer loyalty and the various facets. Different ages, education levels, average monthly income, and investment experience will affect the overall customer loyalty and various facets. Fourth, there is a positive correlation between the overall relationship of marketing and the various aspects of personality and personality traits and customer loyalty. There is a positive correlation between the various facets of personality traits and the various facets of customer loyalty. Fifth, the personality traits of direct sales consultants have a significant impact on customer loyalty. Open personality traits have a significant positive impact on customer loyalty. Sixth, the relationship marketing of investment letters has a significant impact on customer loyalty. Social relationship marketing has a positive impact on the various aspects of customer loyalty. Structural relationship marketing has a positive impact on behavioral loyalty. Extrovert personality traits have a positive impact on attitude loyalty.