| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === Long-term and stable relationships help firms get better financial performance in B-to-B market. To capture superior relationship value from customer has become a crucial issue in relationship marketing research.
Being based on the social exchange theory and the social network theory, this study aims to investigate the effect of three B-to-B relationship value drivers (relationship quality, relationship density, and relationship authority) and the effect of moderator (customer characteristics) on B-to-B market.
The data was collected by administering questionnaires to employees of clinic diagnostic labs. The author investigated the data of relationship value between medical equipment supply firms and clinic diagnostic labs to discuss the factors’ effect from the viewpoint of customers under the basis of research model.
The results showed that: (1) Relationship value is elevated by improving relationship quality (commitment and trust), and by increasing relationship density and relationship authority to customer. (2) Customer characteristics have moderating effect on the relationship between relationship value and drivers of relationship value.
|
|---|
