The Relationship Between Benefits Marketing and Relationship Strength: The Mediating Effect of Relationship Benefits and Relationship Quality
碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === In today’s customer-oriented marketing market, Benefits Marketing is different from the push marketing strategies, it use of moving our customers personal products and services to narrow the distance between customers. This study is based on the prospect of...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/mdexkr |
| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === In today’s customer-oriented marketing market, Benefits Marketing is different from the push marketing strategies, it use of moving our customers personal products and services to narrow the distance between customers.
This study is based on the prospect of advocacy. We use three aspects among Benefits Marketing, including focus on the interests of customers, improve the marketing situation and customer involvement, transparency of information and cooperation as independent variables. And then we discussed if advocacy enhance customer relationship strength through relationship quality and relationship benefits. This is an Empirical study. We distribute questionnaires to the A.S.O Firms’ of the servicers and customers. This paper used 166 and 405 from servicers and customers received questionnaires to analyze it with AMOS. The result show that Benefits Marketing and customer relationship strength have positive relationship through relationship benefits and relationship quality.
|
|---|