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A study of relational bonding strategies across different relationship phases
|關鍵字:||relationship marketing;關係行銷;relational bond;benefit (carrot) and barrier (stick);customer loyalty;relationship phase;關係結合策略;利益與障礙;顧客忠誠;關係階段||出版社:||科技管理研究所||引用:||1. Ailawadi, Kusum L., Neslin Scott A, Gedenk Karen. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of Marketing, 65 (1), 71-89. 2. Allen, Natalie. J., Meyer, John. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology, 63(1), 1-18. 3. Anderson, James. C., & Narus, James A. (1991). Partnering as a focused market strategy. California Management Review, 33 (3), 95-113. 4. Avolio, Bruce J., Yammarino, Francis. J., and Bass, Bernard. M. (1991). Identifying Common Methods Variance with Data Collected from a Single Source: An Unresolved Sticky Issue. Journal of Management, 17(3), 571-587. 5. Babin Babin J., Darden William R., Griffin Mitch. (1994). 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Services Marketing: Integrating Customer Focus Across the Firm, 2nd ed., Boston: Irwin/McGraw-Hill.||摘要:||
The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in benefit (carrot) and barrier (stick) is relatively sparse. In recent years, marketers do the different marketing strategy for long-term and short-term customer, the relationship between firm and individual customer get more and more important. We attempt to explain the relationships among relational bonds, two drivers, and customer loyalty in four different relationship phases (exploration, buildup, maturity, and decline).
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