The Effect of Gift-giving and Corporate Hospitality on Customer Relationship.

• Main Authors: Wu, Pin-Sung, 吳品松
• Other Authors: Chen, Shih-chin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/93910884228226939037

碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === This study explores the effect of gift-giving and corporate hospitality on customer relationship. Base of the social exchange theory, and apply the KMV (Key Mediating Variables) model conceptualized by Morgan & Hunt in 1994. The data collected by 153 questionnaires. The data were analyzed mainly by regression analysis and stepwise regression analysis. The finding demonstrated that there is a positive relationship between gift-giving and relationship commitment, therefore gift-giving can promote the customer relationship between enterprises. But there is no influence effect between gift-receiving and customer relationship. Corporate hospitality has negative relationships to the relationship commitment and trust. No matter in give or take aspect, trust has the positive relationship to relationship commitment, and trust has interruption effect on relationship commitment and cooperation.