Antecedents and Consequences of Customer Relationship Marketing: A case of Automobile Parts in Taiwan

• Main Authors: Wen-Ling Lin, 林文玲
• Other Authors: Chun-Hung Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/34059463644364481261

碩士 === 亞洲大學 === 國際企業學系碩士班 === 96 === Every enterprise in Taiwan should develop long term relationship to maintain competitive advantage. Concerning relationship marketing strategy, to allocate marketing budget to old customers is more efficient than to invest into the new market. This research is from automobile component industry prospective and uses Structural Equation Modeling (SEM) to build the cause effect model of industry relationship marketing activities. Besides, this research also utilize Factor Analysis (FA) to find out the cognition factors of relationship marketing (such as personal relationship, tailor-made service, professional image, and promotion), analyze the cause effect association between relationship marketing, customers relationship benefit (such as social benefit, trust benefit and special treatment benefit), and relationship result(such as loyalty and word-mouth effect), and discuss direct and indirect effect of relationship marketing toward relationship benefit and relationship result. Furthermore, this research also used Discriminate Analysis (DA) to analyze related factors of relation result in automobile component industry. According to research results, first, personal relationship is most valuable relationship marketing activity for customers in automobile component industry. Second, Good relationship marketing activities can cause positive relationship benefit. Third, trust benefit is the main intermediate variable connecting relationship marketing activities and relationship results.