| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系所 === 97 === Along with relational marketing starting , the market marketing is facing the service orientation transformation by the product orientation. The enterprise changes by the marketing product level manages. In relational marketing research aspect the customer level to manage. Reduces the 5% customer rate of personnel loss every time, will enhance 25%-85% the trading profit. Therefore under nowadays competition intense environment, the enterprise must raise diligently with already has relations between customer's, because loses the customer represents the significance has not only been short an order form. This study will try to construct a more integrated framework, in which the causal linkage structure within the variables of mentoring functions, their antecedents. The statistical method of LISREL will be adopted in this part.
This research do not carry on the scene questionnaire provide by six kind of service industry consumers. The sampling method by the quota sampling decided that six kind of service industry distinctions must pull out the sample number, Altogether provides 480 questionnaire, The effective questionnaire is
326, The returns-ratio reaches 68.92%.
This research uses LISREL to carry on the real diagnosis and to confirm this research institute to propose each supposition, After analysis, findings discovery , （1）The relational benefit has the forward influence regarding the switching cost ; （2） The cognition has the negative influence fairly to the transformation intention ; （3） The transfer effect has the forward influence to the transformation intention ; （4） The switching cost has the negative influence to the transformation intention; （5） The switching cost has the forward influence to the customer loyalty; （6） The transformation intention has the negative influence to the customer loyalty This study is an empirical research. Structured questionnaires will be designed for mentor and protégé respondent respectively from two different sources: adult students enrolled in a master’s of management programme in universities. After a clear definition of mentor program is given, qualified respondents will be drawn. The questionnaires will be given on the spot and should be returned by attached posted mail before deadline. The result of this study will make contributions for both academy and practitioners.
|
|---|
