The Investigation on the Link between Relationship Quality and Relationship Outcome

• Main Authors: Wei-Cyuan Wu, 吳偉銓
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/zum2jr

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === This study takes customers of financial institutions as the objects, treating relationship quality and relationship outcome as the combination of trust, satisfaction, commitment, and loyalty, in order to analyze salespeople and corporative level of the relationship quality and relationship outcome. The purposes of this study are: 1. To realize the effect on the relationship quality with salespeople to the relationship quality with corporation. 2. To realize the effect on the relationship quality with salespeople to the relationship outcome with corporation. 3. To realize the effect on the relationship outcome with salespeople to the relationship outcome with corporation. There were 474 valid samples collected by using purposive sampling and snowball sampling. Structure equation modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. The salespeople level of relationship quality shows significant effect on the corporation level of satisfaction only in trust part. 2. The salespeople level of relationship quality does not play a significant in influencing corporative level of relationship outcome. 3. The salespeople level of relationship outcome does not play a significant in influencing corporative level of relationship outcome.