請用此 Handle URI 來引用此文件: http://hdl.handle.net/11455/23271
標題: A Study of the Impact of Supplier's Service Quality and Marketing Mix Satisfaction on Relationship Quality and Business Customer's Attitudinal Loyalty: Using Stationery Channel in Taiwan as an Example
供應商服務品質及其行銷組合滿意度對關係品質與顧客態度忠誠影響之研究 –以我國文具用品零售通路為例
作者: 邱金針
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1007200912210900
服務品質
行銷組合
關係品質
顧客態度忠誠
出版社: 行銷學系所
引用: 一、中文部份 1. 方世榮 (2002),關係價值、關係品質與忠誠度之探討-銀行業的實證研究。 管理學報,19 (6), 1097-1130頁 2. 方世榮 (1996), 行銷學, 台北:三民書局。 3. 王郁惠 (1997),服務業類別、關係行銷與顧客忠誠度關係之研究。國立中正 大學企業管理研究所論文,未出版,嘉義。 4. 古永嘉(1999),《企業研究方法》,第五版,華泰書局出版 5. 陳順宇(1998),多變量分析,台北:華泰書局。 6. 劉俊宏 (1995), 服務業行銷過程中,關係品質之研究-台灣地區廣告代理商 為例。國立中正大學企業管理研究所論文。 二、英文部分 1. Abdul-Muhmin,A. G. (2002), "Effects of suppliers'' marketing program variables on industrial buyers'' relationship satisfaction and commitment", Journal of Business & Industrial Marketing, Vol. 17 No. 7, pp. 637-51. 2. Abdul-Muhmin,A. G. (2005), " Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets", Journal of Business Research, Vol. 58,pp. 619–628 3. Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and recommended two-step approach. Psychological Bulletin, 103(3), pp411- 423. 4. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing. 54(1), pp42-58. 5. Anderson, E. W. and Sulllivan, M. W. (1993), "The Antecedent and Consequences of Customer Satisfaction for Firms.", Marketing Science, Vol. 12, No.2, pp.125-143. 6. Anderson, E. and Weitz, B. (1990), “Determinants of continuity in Conventional Industrial; Channel Dyads", Marketing Science, Vol. 8, pp.310-323. 7. Anderson, E. and Weitz, B. (1992), "The use of pledges to build and sustain commitment in Distribution channels", Journal of Marketing Research, 29(February), pp.18-34. 8. Anderson, E. W., Fornell, C. and Lehmann, D. R. (1994), " Customer satisfaction, market share, and profitability: findings from Sweden", Journal of Marketing, Vol. 58 No.3, pp. 53-66. 9. Andreassen T. W. and Lindestad, B. (1998), " Customer Loyalty and Complex Service: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise", International Journal of Service Industry Management, Vol.9, No. 1, pp.7-23. 10. Axelrod, R. (1984). The Evolution of cooperation. New York: Basic Books, Inc. Bagozzi, R. P. and Yi, Y. (1988), "On the Evaluation for Structure Equation Models", Journal of Marketing Science, Vol. 16, pp.74-94. 11. Bansal, Harvir S., P. Gregory Irving, and Shirley F. Taylor (2004), “A Three-Component Model of Customer Commitment to Service Providers,” Journal of the Academy of Marketing Science, 32 (3), 234-250. 12. Bell, S. J., Auh, S and Smalley, K. (2005), " Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching cost", Journal of Academy of Marketing Science. Vol.33 (2). Pp.169-183. 13. Bendall-Lyon, D. and Powers T. L., The influence of mass communication and time on satisfaction and loyalty, Journal of Services marketing, Vol. 17, No.6, pp. 589-608, 2003. 14. Bendapudi, N. and Berry, L. L. (1997), “Customer’s Motivations for Maintaining Relationships with service providers", Journal of Retailing, Vol. 73, pp.15-37 15. Bettencourt, Lance A. (1997), " Customer Voluntary Performance: Customer as Partners in Service Delivery", Journal of Retailing, Vol. 73, No.3, pp. 383-406. 16. Bhote, K. R. (1996), “Beyond customer satisfaction to customer loyalty-The key to greater profitability", American Management Association, New York, pp.31. 17. Biong, H. (1993), " Satisfaction and Loyalty to suppliers within the grocery trade”, European Journal of Marketing, Vol.27, pp.21-38. 18. Blau, P. M. (1964) "Exchange and Power in Social Life", New York: John Wiley & Sons. 19. Bloemer, J and Odekerken-Schroder, G. (2002), “Store Satisfaction and Store Loyalty Explained by Customer and Store-Related Factors". Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 15, pp. 68-80. 20. Bloemer J. & Rutter, Ko de(1999). Customer Loyalty in High and Low Involvement Service Settings: The Moderating Impact of Positive Emotions. Journal of Marketing Management, 15(4), 315-330. 21. Bolton, R. N. and Drew J. H. (1991), " A Multistage Model of Customers: Assessments of Service Quality and Value", Journal of Consumer Research, Vol. 17, pp. 375-384. 22. Bolton, R.N. and Drew, H.J. (1991), “A multistage model of customers’ assessments of service quality and value”, Journal of Consumer Research, Vol. 17 No. 4, pp. 375-84. 23. Bush, P., & Wilson, D. T. (1976). An Experimental analysis of a salesman''s expert and referent bases of social power in the buyer-seller Dyad, Journal of Marketing Research, 13 (February), pp3-11. 24. Caceres, R.C. and Paparoidamis, N. (2004), “Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction”, Managing Service Quality, Vol. 14 Nos 2/3, pp. 235-48. 25. Cardozo, R. M. (1965). "An experimental study of consumer effort, expectation and satisfaction.” Journal of Marketing Research, 2 (March), pp244-249. 26. Chaudhuri, A. and M.B. Holbrook, (2001), The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing. Vol. 65, pp 81-93. 27. Chiou, J. S., Droge, D. and Hanvanich S. ( 2002), "Does Customer Knowledge Affect How Loyalty Is Formed?" ,Journal of Service Research, Vol.5, No.2, pp.113-24. 28. Churchill, G.A. & Surprenant C. (1982), "An investigation into the determinants of customer satisfaction", Journal of Marketing research, 19 (November),pp.491-504. 29. Cina, C. (1989), "Creating an Effective Customer Satisfaction Program, Journal of Consumer Marketing, Vol. 6, No.4, pp.31-40. 30. Cronin ,J. J., Jr., & Taylor, S.A. (1992), Measuring service quality : A reexamination and extension, Journal of Marketing, 56(July), pp55-68. Cronin, J. J., Brady, M. K. and Hult, G.T. M. ( 2000), "Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environment.", Journal of Retailing, Vol.76, No.2, pp.193-218. 31. Crosby, L. A., & Stephens, (1987), Effect of Relationship marketing on satisfaction, retention and précis in the Life Insurance Industry, Journal of Marketing Research, 24(November), pp404-411 32. Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship quality in service selling: an interpersonal influence perspective, Journal of Marketing, 54 (July), pp 68-81. 33. Das, T. K. and Teng, Bing-Sheng (1998), " Between Trust and Control: Developing Confidence in Partner Cooperation in Alliances", Academy of Management Review, Vol. 23, pp.491-512. 34. Day, G. S. ( 2000), "Managing Market Relationships", Academy of Marketing Science, Journal, Greenvale, Vol. 28, No.1, pp.24-30. 35. Doney, P. M., & Cannon J. P. (1997), An examination of the Nature of trust in buyer-seller relationships, Journal of Marketing, 61 (April), pp35-51. 36. Dorsch, M. J., Swanson, S. R. and Kelly, S. W. (1998), " The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers. ", Journal of the Academy of Marketing Science, Vol. 26, No. 2, pp. 128-142. 37. Drake C., Gwynne A., and Waite N., (1998) Barcylays Life: Customer Satisfaction and Loyalty Tracking Survey, International Journal of Bank Marketing, pp. 287-292 38. Dwyer, F. R, Schurr, P. H. & Oh, S. (1987). Developing buying -seller relationships,Journal of Marketing , Vol. 51, No.4,pp. 11-27 39. Dyer, J. H. and Chu, W. ( 2000), " The determinants for trust in supplier-automaker relationship in the U.S., Japan and Korea", Journal of International Business Studies, Vol. 31, No.2, pp.259-285. 40. Engle, J. F., Blackwell, R. D. & Miniard, P. W. (1995), Consumer Behavior, 8th ed., New York: The Drydden, pp368. 41. Ennew, C. T. and Binks, M. R. (1996), " Good and Bad customers: the benefits of participating in the banking relationship," International Journal of Bank Marketing, Vol. 14, No.2, pp. 5-13. 42. Fullerton, Gordon (2003), “When Does Commitment Lead to Loyalty?” Journal of Service Research, 5 (4), 333-344. 43. Fornell , C. (1992). A national customer satisfaction barometer : The Swedish experience, Journal of Marketing, 56 (January), 6-21 44. Fornell, C., & Larcker, D. F. (1981), Evaluation structural equations models with unobservable variables and measurement error, Journal of Marketing Research, 18(February), pp39-50. 45. Frederick, N. (2000). Loyalty: Customer relationship management in the new era of internet marketing. New York: McGraw Hill Inc. 46. Frenderick, F. R. (1996), "Learning form Customer Defection", Harvard Business Review July/August, pp.105-113. 47. Ganesan, S. (1994) , "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, Vol. 58, pp. 1-19 48. Garbarino, E. and Johnson, M. (1999), “The different roles of satisfaction, trust, and commitment in customer relationship", Journal of Marketing, Vol. 63, pp.70-87. 49. Gosh, A.K., Joseph W.B. Gardner J. T., Thatch S. V. (1997), " Antecedents, outcomes and moderating influences on industrial distributors'' satisfaction with supplier relationships’ Mark Theory Pact, pp.58-67. 50. Griffin, J. (1996). Customer Loyalty. New York: Simon Y Schuster Inc. 51. Griffin, J. (1997). Customer Loyalty: How to Earn it, How to keep it, New York: Lexington Book. 52. Gronholdt, L., Martensen, A. and Kristensen, K. (2000), "The Relationship Between Customer Satisfaction and Loyalty: Cross-industry Differences", Total Quality Management, Vol. 11, pp.509-516. 53. Gronroos, C. (1991), The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s, Management Decision, 29: pp7-13 54. Guielford, J. P. (1965). Fundamental statistics in psychology and education 4th Ed, New York: Mcgraw Hill Inc. 55. Gustafsson, A., Johnson, M., Roos, I. (2005), "The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention", Journal of Marketing, Vol. 69 pp.210-8. 56. Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998), Relational Benefits in Services Industry: The customer''s perspective, Journal of Academy of Marketing Science, 26(2), pp101-114. 57. Henning-Thurau, T. & Klee, K. (1997), The impact of customer satisfaction and relationship quality on customer retention: A Critical reassessment and model development, Psychology and Marketing, 14(8), pp797-864. 58. Henning-Thurau T. Gwinner, K. P. and Gremler, D. D. ( 2002), " Understanding Relationship Marketing Outcomes: An Integration of Relations Benefits and Relationship Quality.”, Journal of Service Research, Vol. 4, No.3, pp.230-47. 59. Howard, J. A. and Sheth, J. N. (1969), The Theory of Buyer Behavior, New York: Hohn Wiley and Sons. 60. Jacoby, J. And Chestnut, R. W. (1978), Brand Loyalty Measurement and Management, Viley, New York. 61. Jacoby, J. and Kyner, D. B. (1973), "Brand Loyalty V.S. Repeat Purchasing Behavior”, Journal o Marketing Research, Vol.10, No.1, pp.1-9. 62. Johnes, T. O., & Sasser, W. E. (1995). Why satisfied customer defect, Harvard Business Review, Nov./Dec., pp89-99 63. Kelly, S. W., & Davis (1994) , Antecedents to Customer Expectations for Service Recovery, Journal of Academy of Marketing Science, 22(1), pp52-61 64. Kotler, P. (1994), Marketing Management Analysis, Planning, Implementation and Control8th Ed., Englwood Cliffs, New Jersey, New York Prentice-Hall Inc. 65. Kolter, P. (1999), Marketing Management Analysis, Planning, Implementation and Control 9th Ed., Englewood Cliffs, New Jersey, New York Prentice-Hall Inc. 66. Kolter, P. (2003), Marketing Management Analysis, Planning, Implementation and Control 11th Ed., Englewood Cliffs, New Jersey, New York Prentice-Hall Inc. 67. Kumar, N., Scheer, L. K & Steenkamp, J. B. (1995). The effects of supplier fairness of vulnerable resellers, Journal of Marketing Research, 32, pp54-65 68. Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B. (1991). The relevance of ethical salesperson behavior on relationships quality: The pharmaceutical industry. Journey of Personal Selling and Sales Management, 11(April), pp39-47 68. Leuthesser, L (1997). Supplier relationship behavior: An empirical assessment. Industrial Marketing Management, Vol. 26, No.3, pp.245-254. 70. Lipstein, B., (1959) , “The Dynamics of Brand Loyalty and Brand Switching, Proceedings of the Fifth Annual Conference of the Advertising,” Research Foundation, New York, 71. Meyer, J. P. And Allen, N. J. (1984), " Testing the Side-bet theory of organizational commitment: Some methodological consideration", Journal of Applied Psychology, Vol. 69, No.3, pp.372-378. 72. Mittal. Vida and Wagner A. Kamakura, (2001), " Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigation the Moderating Effect of Customer Characteristics", Journal of Marketing Research, Vol.38, No.1, pp.131-143. 73. Moorman, C., Zaltman, G. and Desphande, R. (1992), "Relationships between Providers and Users of Market Research: The Dynamics of Trust Within and between Organizations", Journal of Marketing Research, Vol. 29, No.3, pp.314-328 74. Moorman, C., Deshhpande, R. & Zaltman, G. (1993), "Factors affecting trust in market research relationships", Journal of Marketing, 57 (January), pp81-101 75. Morgan, R. M. & Hunt, S. D. (1994). The commitment trust theory of relationship marketing, Journal of Marketing , 58 ( July), pp20-38 76. Neal, William D. (1999), “Satisfaction is Nice, but Value Drives Loyalty", Marketing Research, Vol.11, pp.20-23. 77. Newman, J.W. and Werbel, R. A. (1973), "Multivariate Analysis of Brand Loyalty for Major Household Appliances", Journal of Marketing Research, Vol. 10, No.4, pp.404-409. 78. Noordewier, T. G., John, G. And Nevin, R. (1990), "Performance outcomes of purchasing arrangements in Industrial Buyer-Vendor Relationships", Journal of marketing, Vole 54, pp.80-93. 79. Nunnaly, J.C. (1978), Psychometric Theory, 2nd, Ed., New York: McGraw- Hill Publishing. 80. Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions", Journal of Marketing Research, Vol. 17, No.11, pp460-469. 81. Oliver, R. L. (1981), "Measurement and evaluation of satisfaction processes in retailing setting", Journal of retailing, 57 (March), pp25-48. 82. Oliver, R.L., (1997), Satisfaction: Behavioral perspective on the Consumer. New York: Irwin/McGraw. Hill. Inc. 83. Oliver, R. L. and Macmillan, J. (1992), “Response Determinants in Satisfaction Judgments", Journal of Consumer Research, Vol. 14, pp.495-507. 84. Olsen, Svein Ottar (2002), “Comparative Evaluation and the Relationship Between Quality, Satisfaction and Repurchase Loyalty", Journal of Academy of Marketing Science, Vol. 30. No.3, pp.240-249 85. Parasuraman, A., Zeithaml, V. A. & Berry L. L. ( 1985) , A conceptual model of service quality and its implication for future research, Journal of Marketing, 49 (Fall), pp41-50 86. Parasuraman, A., Zeithaml, V. A. & Berry L. L. ( 1988) , SERVQUAL: A multiple item scale for measuring consumer perceptions o service quality, Journal of Marketing, 52 (April), pp35-48 87. Pritchard, M. P. and Howard, D. R. (1997)'' " The Loyal Traveler: Examining a Typology of Service Patronage", Journal of Travel Research, Vol.35, No.4, pp.2-11. 88. Pritchard, M. P., Havitz, M. E. and Howard, D. R. (1999), "Analyzing the Commitment-Loyalty Link in Service Context.", Journal of the Academy of Marketing Science, Vol. 27, No.3, pp.333-48. 89. Reichheld, F. F., & Sasser, W. E.. (1990). Zero defections: quality comes to services. Harvard Business Review, Sep. /Oct., pp105-111. 90. Reynold, F.D., Darden, W.R., and Martin, W.S. (1974), “Developing an image of the store-loyal customer,” Journal of Retailing, Vol. 50, p.73-84 91. Roberts, K., Varki, S. and Brodie, R. (2003), "Measuring the quality of relationships in consumer services: an empirical study", European Journal of Marketing, Vol, 37 Nos 1/2, pp.169-96. 92. Scheer, L. K. and Stern, L. W. (1992), "The Effect of Influence Type and Performance Outcomes on Attitude Toward the Influencer", Journal of Marketing Research, Vol. 29, pp.128-142. 93. Schellhase, R., Hardock, P. and Ohlwein, M. (2000), " Consumer Satisfaction in business-to-business marketing: the case of retail organizations and their suppliers", Journal of Business and Industrial Marketing, Vol.15, pp.106-21. 94. Selnes, F. (1993), " An Examination of Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty", European Journal of Marketing, Vol.27, pp.19-35. 95. Shani, D. and Chalasani, S. (1992), “ Exploiting Niches Using Relationship Marketing,” The Journal of Services Marketing, 9 (3), 43-52. 96. Shellhase, R., Hardock, P. and Ohlwein, M. (1999), “Customer satisfaction in business-to-business marketing: the case of retail organizations and their suppliers, Journal of Business & Industrial Marketing, Vol. 14 Nos 5/6, pp. 416-32. 97. Smith, J. B. (1998). Buyer - Seller relationships: Similarity, relationship management and quality, Psychology & Marketing, 15 (January), pp3-21. 98. Smith, J. B. and Barclay, D. W. (1997), " The effect of organizational differences and trust on the effectiveness of selling partner relationship", Journal of Marketing, Vol.61, pp.3-20 99. Solomon, M. R., Carol, S. C., John, A., & Gutman, E. G. (1985), A role theory perspective on Dyadic Interactions: The service encounter, Journal of Marketing, 49 (Winter), pp99-111. 100. Storbacka, K., Strandvik, T., & Gronoos, C. (1994), Managing customer Relationships for Profit: The Dynamis of Relationship Quality. International Journal of Service Industry Management, 5(6), pp21-38 101. Swan, J. E. and Linda, J. C. (1977), " Product Performance and consumer Satisfaction: A New Concept", Journal of Marketing, Vol. 40, No. 2, pp.25-33. 102. Tax, S. S., Stephen W. B. and Murali C. (1998), " Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing", Journal of Marketing, Vol. 62, pp.60-76. 103. Thorelli, H. B. (1986), " Network: Between Markets and Hierarchies", Strategies Management Journal, Vol. 7, pp.37-51. 104. Webster, Frederick E. J. (1994), " Defining the New Marketing Concept", Marketing Management, Vol.2, pp.22-31 105. Westbrook, R. A. (1981), Source of Consumer Satisfaction with Retail Outlets, Journal of Retailing, 57(3),pp68-85. 106. Williamson, O. E. (1983). Credible commitments; using hostage to support exchange. American Economic Review, 73(4), pp519-540. 107. Woodruff, R. B., Cadotte, E. R. and Jenkins, R. L. (1983), "Modeling Consumer Satisfaction Processes Using Experience-Based Norms", Journal of Marketing Research, Vol. 20, No.3, pp.296-304. 108. Wulf, Kristof De., Odekerken-Schoder, Gaby and Lacobucci, Dawn, (2001), " Investments in consumer relationships: A cross-country and cross-industryexploration", Journal of Marketing, Chicago, Vol. 65, No.4, pp,33-50 109. Zeithaml, V. A., Parasuraman, A. & Berry, L. L. (1996), The Behavioral Consequences of Service Quality, Journal of Marketing, 60(2), pp31-46 110. Zeithaml, V. A. & Bitner, M.J. (1996) , Service Marketing, New York: McGraw, Hill, Inc.
摘要: 現存文獻對服務品質的評估聚焦在末端消費者,而不是企業客戶。 因此,在服務品質知覺的研究中,較缺乏企業對企業的評估。「顧客服務」的問題和「關係品質」在B2B文獻上,仍未被充分定義且未被深入研究。 因此關於服務品質的概念化和測量,及其對企業滿意和忠誠的衝擊,仍須加以研究。而在有關顧客忠誠的研究中,大部分的研究在於探討零售通路商對於顧客信任、承諾以及滿意的影響,但供應商對零售通路顧客忠誠影響的實證研究並不多見,尤其是在文具產業。 本研究以文具用品零售通路商為研究對象欲探討 (1)服務品質的內涵與本質為何? 以確認服務品質對關係滿意之影響性。 (2)行銷組合的內涵與本質為何? 以確認行銷組合滿意度對關係滿意之影響性。 (3)關係品質與文具零售路商(買方)的態度忠誠的關係為何?以確認關係品質 對行銷結果之影響性,並釐清關係滿意、信任、關係承諾之角色與相互關係。 本研究採便利抽樣得方式在台灣地區連鎖與非連鎖體系之文具用品零售通路商作為研究對象,並以人員的方式訪問,取得150 家零售通路商作為分析樣本。採用統計軟體 SAS 8.1及Lisrel 8.50進行分析,以路徑分析(Path Analysis)驗證研究之假設關係。 研究發現: 1. 服務品質對於零售通路商的關係滿意有正向的關係,因此供應商強化服務品質可以提高零售通路商對於彼此關係的滿意; 2. 供應商行銷組合滿意度會正向影響零售通路商的關係滿意程度,因此供應商值得在行銷組合方面加以提升以提高零售通路商的關係滿意。 3. 關係品質三要素對於零售通路商的態度忠誠有很大的解釋力(SMC = 0.62),因此供應商值得持續投資於改善關係品質之努力; 本研究依據上述發現提出具體的管理意涵以及後續研究方向。
Much of the extant literature on assessment of service quality has focused on end-consumers, rather than on business customers. Moreover, there has been a lack of research into the evaluative criteria and processes used by firms in forming service-quality perceptions. Although recent research efforts shed light in the business-to-business area, in fact, the issues of “customer service” and “relationship quality” in B2B contexts, remain undefined and relatively unexplored. This lack of definition has produced unresolved issues with respect to conceptualisation and measurement of service-quality perceptions and their impact on business satisfaction and loyalty formation. But in the concerned customer''s loyal research, the majority of research lies in the discussion retail sales circuit business to trust, the pledge as well as satisfaction influence regarding the customer, but the supplier to retails the real diagnosis research which the circuit customer affects loyally not to see, in particular in stationery industry. This research picks convenience sampling to result in the way in the Taiwan area chain-like of article of stationery retail sales circuit business with non-chain-like system to take the object of study, and by personnel''s way visit, obtains 150 to retail the circuit business to take the analysis sample. Using statistical software SAS 8.1 and Lisrel 8.50 carries on the analysis, (Path Analysis) confirms supposition relations the research by the way analysis. The research discovered that: 1. That perceptions of service quality have a positive influence on relationship satisfaction.; 2. That perceptions of marketing mix satisfaction have a positive influence on relationship satisfaction.; 3. Three essential factors of relationship quality have thestrength explanation on customer attitude loyalty regarding the retail sales circuit business manner (SMC = 0.62).
URI: http://hdl.handle.net/11455/23271
其他識別: U0005-1007200912210900
顯示於類別:行銷學系所

文件中的檔案:
沒有與此文件相關的檔案。


在 DSpace 系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。