The Effect of Relationship Bonds on Relationship Quality and Customer Loyalty in the Garment Retail Industry–Testing the Moderating Effect of Channel Difference and Product Involvement

• Main Authors: Huang,Jyun-Hao, 黃俊豪
• Other Authors: Peng,Kuo-Fang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03203622379554260634

碩士 === 國立勤益科技大學 === 流通管理系 === 97 === The garment retail industry is a unusual competition industry , in the competition intense market, the management is very difficult , In Recent years, many clothing sellers using network to sell their commodity creation a sale miracle ,and what’s the difference of the physical channel and virtual channel in the relationship marketing strategy's application? that’s many clothing sellers want to understand, the clothing is the personalized commodity, in the strategy application aspect, the customer will act according to differently product involvement has the difference, and utilizes the correct strategy in view of the correct consumer , and can true effective make the correct market segmentation , promotes the customer loyalty. So, this study take the relationship bonds for the theory-based, to test key factors that influence of relationship bonds on relationship quality and customer loyalty at the garment retail industry, and Test by the moderating effect for different channel and product involvement, the conclusion of this study, expected that can use the correct strategy in view of the correct consumer, and can true effective make the correct strategy, promotion buyer and seller's benefit. In this study, respectively, for the virtual channel and physical channel to investigate consumer, sum total of 381 samples(virtual channel 198 samples ; physical Channel 183 samples).According to empirical analysis showed: (1) In the Garment retail industry that impacts of relationship bonds on relationship quality: the study indicates that financial bonds and structural bond among relational bond have significant impact on relationship quality, except social bond, which reveal not significant to relationship quality. (2) In the garment retail industry that relationship quality (satisfaction, trust, and commitment) of loyalty have significant effects. (3) Different channel causes partial moderating effects of relational bonds on relationship quality and relationship quality on loyalty. The financial bond on relationship quality has significant effects in the virtual channel. But in the physical channel is no. in the physical channel that the relationship quality on loyalty is more affected than in the virtual channel (4) Product involvement causes partial moderating effects of relationship bonds on relationship quality and relationship quality on loyalty. For the High-involvement groups that the structural bond on relationship quality is more affected than Low-involvement groups. Low-involvement groups that the relationship quality on loyalty is more affected than High-involvement groups. Found in this study can provide the future in the garment retail industry for the actual situation of the relationship bonds strategy with the different channel and product involvement on the market segments involved in doing reference, specific academic and management implications and recommendations at the end also has been discussion .