| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 99 === With New Banking Law announced in 1991, the keen competition between banking industry increase due to it allows private bank to set up permissively. How to maintain good relationship with customers to enhance their loyalty becomes core issue of bank marketing strategy. In the past, Banks used various kinds of relationship marketing program widely and research confirmed that these marketing program did let customers perceive the existence of relational benefit and helped to improve the relationship quality and loyalty of customers. However, sociological field research shows that various clues and messages implied in interpersonal contact are crucial determinants of consumer purchase decision and this concept is less to be discussed in relationship marketing field. Base on social cues literature and relationship marketing theory, this research set up a model to discuss customer loyalty. This research shows that the communication with social orientation may help for trust building with customers and good social interaction would improve the relationship quality of customers.
Key words: Relationship Marketing, Relational Benefit, Relationship Quality,
Social Cues, Customer Loyalty
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