The Research of Customer Trust as A Moderating Role inThe Relational Benefits & Brand EquityThe Research of Customer Trust as A Moderating Role inThe Relational Benefits & Brand Equity

• Main Authors: Li-Chuan Wu, 吳麗娟
• Other Authors: Bin-Tsann Yang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/30266925432511449568

碩士 === 中國文化大學 === 國際企業管理研究所 === 94 === The importance of relational benefits has became prevalent acknowledged and application in the practice of service industry in recent years, but our current understanding of relationship between the relational benefits and the brand equity remains limited, especially when customer trust take a role as moderating the effects on relational benefits to brand equity. The basic framework posits that customer trust enhance the effects on three constructs of relational benefits, and explain how does it impact on customers perceptions to brand equity in the context of automobile car dealers relationship with their customers. The empirical findings suggest that relational benefits has great positive related with brand equity. Furthermore, customer trust functions as a moderating variable in the confidence benefits and social benefits to the brand loyalty, brand associations and the perceived quality.