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研究生(外文):Hsiao-yun Feng
論文名稱(外文):The Influence of Relationship Inducing Factors, Access Convenience and Relationship Programs on Service Relationship Marketing Performances
指導教授(外文):Chyi Jaw
外文關鍵詞:Relationship MarketingCorporate IdentityService ParticipationAccess ConvenienceReward TypesPurchase IntentionMaintain Relationship
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Over 70% of the nation’s gross domestic product (GDP) is accounted for by the service sector in Taiwan. Although the service sector account for over half of the consumer expenditures is impressive, it still grossly understates the economical importance of services. Since the benefit from the relationship between the service firms and the consumers is hard to convey, many of the firms nowadays cannot easily to establish a stable relationship with their consumers. Thus, relationship marketing is employed by many industries to retain customers and manage relationship. This study believes that it is worth to measure the effect on relationship marketing to service industry. Hence, this study tries to build up a strategic conceptual framework of service relationship marketing. This study introduces relationship inducing factors–corporate identity and service participation. Besides, this study also introduces strategic factors-access convenience and frequency programs as this study’s antecedents. Therefore, this study will discuss antecedents and moderating variables that influence the relationship performances.
Twice pretests and twice formal experiments are executed for this study. The purpose of pretest 1 is to investigate the brand awareness of experimental service categories, and the importance of corporate-provided information. The purpose of pretest 2 is to figure out suitable hedonic and utilitarian goods for frequency program rewards. The first formal experiment is to explore the effect of corporate identity, access convenience, brand awareness, and critical information provided with two levels of participations. While the second is about the promotion- frequency programs to understand the interactive effect of reward types within brand awareness and program requirements under different participation levels.
This study finds out that corporate identity, service participation, access convenience, and frequency programs all have significant effect on relationship performances. Besides the main effect the above-mentioned, there are interactions between each variable. For example, in study 1, the effects of access convenience on relationship marketing performances interfere with brand awareness; the effects of access convenience on relationship marketing performances interfere with service-related critical information provided, and etc. In study 2, the effects of reward types on relationship marketing performances interfere with program requirements; the effects of service participation on relationship marketing performances interfere with brand awareness, and etc. Furthermore, service firms can make their marketing strategies according to this study results.
After all, future researchers can adopt other variables that are not included in this research, for example, purchase intention and intention to maintain relationship may be affected by other factors. However, future study can present the different rewards together, and it can show up the consumer’s favorite on the choosing behavior obviously.
2.2.1 Corporate Identity 14
2.2.2 Service Participation 16
2.3.1 Service Access Convenience 22
2.3.2 Frequency Programs 29
2.4.1 The Amount of Critical Information 36
2.4.2 Brand Awareness 39
3.3.1 Pretest 1 45
3.3.2 Pretest 2 55
3.4.1 Study 1: Service Participation, Service Access Convenience, Brand Awareness and Critical Information Provided 59
3.4.2 Study 2: Service Participation, Frequency Program, Program Requirements and Brand Awareness 62
4.2.1 Study 1 69
4.2.2 Study 2 82
5.2.1 Academics Contribution 99
5.2.2 Practice Contribution 101
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