| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 96 === This study aims to provide insights into the development of customer relationship through hybrid channels including online and offline based on the case of the website of Mt. Lala in Taiwan. A review of current literature about relationship marketing development, e-channels, and relationship marketing process, is followed by discussion of the qualitative research on basis of the grounded theory analysis.
The findings indicate that relationship marketing process through hybrid channels consists of two stages and several external conditions. Two core stages include online contact and relationship marketing enforcement through offline. In addition, several external conditions have been identified including customer, producer, and product characteristics. The aforementioned issue has rarely been researched but is essential to the development of relationship marketing through hybrid channels. The current study pioneers the study of relationship marketing process based on the hybrid channels perspective in this context work that applies the qualitative research.
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