| Summary: | 碩士 === 國立東華大學 === 國際企業研究所 === 90 === Thesis Title: The Effects of Relationship Quality on Buyer’s Loyalty – The Case of System Integration Company
Institution: Graduate Institute of International Business, National Dong Hwa University
Graduation Time and Type of Abstract: Second Term 2002-6, Master’s Thesis
Student: Chih-Hung Peng Advisor: Kuo-Chung Chang
Abstract of Thesis:
This study selected the system integration buyers as subjects to explore the relationship between product characteristics, markets characteristics, and buyers’loyalty. It also investigated the moderating effects of relationship quality.
The outcomes of this research are the following:
I. Product Characteristics: Price, quality, after service, and suppliers’ reputation do not have influence on buyers’ loyalty. These items have been regarded to be fundamental attributes by the buyers.
II. Market Characteristics: Both transaction cost and transaction risk have significant influences on customers loyalty.
III. Relation Quality: The results indicated that relationship quality existed a moderating effect between product, market characteristics and customer loyalty.
Finally, this research proposed several marketing suggestions for those are interested in system integration markets.
Key Words: Relationship Quality, Loyalty, System Integration
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