Relationship quality and customer loyalty model for cyber bookstores

• Main Authors: Chen, Chih-Kui, 陳致魁
• Other Authors: 翁淑緣
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/50773685455619725524

碩士 === 大葉大學 === 資訊管理研究所 === 87 === This research is mainly to probe for whether relationship quality will affect the loyalty of network bookstores'' customers. Here are purposes for this research. First, to talk over the relationship strategies of network bookstores in accordance with documents from domestic and abroad. Second, to understand the exogenous variables which influence the relationship quality between network bookstores and customers. Third, to realize the relation of relationship quality and endogenous variables. Fourth, to test and verify the relationship quality model. We have the following conclusions after analysis. 1. "offering quality", "security", and "contact intensity" will affect "positive relationship quality", thus affect customers'' loyalty through this. The positive relationship quality for buyer and seller would be much better and furthermore raise customers loyalty, if network bookstores can strengthen the warranty of their product or service, provide a secure trading environment, and provide useful information to consumer actively. 2. "Security", "contact intensity", and "expertise" will influence "negative relationship quality", and affect "positive relationship quality". If customers doubt about trading security, receiving useless messages from a network bookstore all the time, or think that it is not familiar enough with it''s expertise, the negative relationship quality for buyer and seller would be lifted and the positive relationship quality would be lowered. Finally, according to this research, we would like to make some suggestions for network bookstores'' proprietor: (1) They should provide pictures, book review and book club helping customer to get more information and make decisions more easily. (2) A free to choose and secure trading environment. (3) Network bookstores'' proprietor should concern what their customers are fond of. Only deliver the information that they are interested in or contact with customer without bothering them. (4) Convenient and multiple counsel service for consumer to get the information they want conveniently and quickly.