Customer Loyalty under Relationship Marketing Perspective - The Case of Asia Radio Station

• Main Authors: Mei-Ying Hsieh, 謝美英
• Other Authors: Wen-Hai Chih
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/8zyyw2

碩士 === 國立東華大學 === 企業管理學系 === 96 === The concept of Relationship Marketing has been widely applied in service industry. However, research on the applicability of Relationship Marketing in mass communication area is rare. This study constructed a Relationship Marketing model and tested it in a media environment. Furthermore, the neglected role of corporate image in Relationship Marketing was proposed and tested. The theoretical model of this study proposed that customer loyalty is affected by three exogenous variables - corporate image, relationship investment, and social benefits, and both trust and relationship commitment play the role of key mediating variables between exogenous variables and customer loyalty. The sample of this study was a group of audience of Asia FM Radio Station. 619 usable questionnaires were acquired and Structural Equation Modeling was used to test the theoretical model. Empirical results of this study supported the theoretical model. Most of the fitness indexes were satisfied and most of the path coefficients were significant. These results indicated that Relationship Marketing is applicable in mass communication environment. Meanwhile, the role of corporate image was paramount in this study. Evidence indicated that corporate image has a stronger effect than some of traditional Relationship Marketing constructs. Apparently, the role of corporate image in Relationship Marketing deserved some further research.