The effects of value, asset specificity, and customer pull on retailing channel members' loyalty intention twoard their major consumer electronic products' supplier

• Main Authors: Hsiu-feng Chen, 陳秀鳳
• Other Authors: Jyh-shen Chiou
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/89985135191149463968

碩士 === 國立政治大學 === 企業管理研究所 === 92 === This study developed and empirically tested a model examining the antecedents of retailing channel members’loyalty toward their major consumer electronic products’supplier or manufacturer. Based on a questionnaire survey including the sample from northern and mid part of Taiwan that are main markets for consumer electronic products selling, the results showed that value is very important in reinforcing retailing channel members’loyalty toward their specific supplier. The result also showed that the mutual inputs in asset specificity between a retailing channel member and its specific supplier have positive effects on retailing channel members’loyalty intention. Moreover, the driving force came from customer pull which connected consumers and the consumer electronic products supplier will also influence retailing channel members’ loyalty intention through direct effects on value.