THE RELATIONSHIP BETWEEN CUSTOMER TRUST AND LOYALTY – AN EMPIRICAL STUDY OF DEPARTMENT STORE

• Main Authors: Chia-Min Lin, 林佳旻
• Other Authors: Pi-Chuan Sun
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/45995544897135582325

碩士 === 大同大學 === 事業經營學系(所) === 94 === Services marketing became the major field of marketing development since 1980s. A popular topic on the organization and marketing was relationship marketing emerging. As markets become increasingly competitive, developing and nurturing long-term relationships is seen as a way of creating a sustainable competitive advantage for service suppliers. Although businesses are increasingly focused on the development of long-term and mutually beneficial relationships with customer, organization and employee (Kennedy, Ferrell and LeClair, 2001), marketing researches are less to consider the relational variables between person and organization in the past. Research in marketing had almost test model at only one relationship level (Macintosh and Lockshin, 1997). Therefore, this study hopes to examine the relationship between consumer trust and loyalty on both individual and organizational level based on the research background and motivation and examine the trustworthiness by discussing antecedents of trust (trustworthiness behaviors) and their effects on consumer trust. In the service business that always needs to contact with customer, it is important for department store to know how to develop customer relationship. The subject of this study is consumers of department stores (Shin Kong Mitsukoshi Nanking and IDEE Taipei). Data is collected at four occasions—weekday-day, weekday-night, weekend-day, and weekend-night by convenient sampling. Three hundreds and eighty three are usable. An effective response rate is 74.80%. SPSS12.0 for Windows and AMOS5.0, statistical package of the social science, are used to process the data. The result of analysis reveals that department store trust is positively associated with operational competence of department store. Operational competence, operational benevolence, and problem-solving orientation of salesperson have a significant and positive effect on the trust in salesperson. Consumers with high level of familiarity would be more likely to have high level of trust in department store and salesperson. Then the empirical finding supports that trust in salesperson contribute to the trust in department. In addition, both trust in department store and trust in salespersons are expected to enhance customer loyalty. After including control variables, three control variables of location convenience, bandwagon, and innovation had a significant and positive effect on customer loyalty. The result of path analysis with control variables is the same with that of the path model without control variables.