The Study on Impact of Relationship Marketing on Customer Perceived Value and Repurchase Intention - Taroko baseball and softball batting-court

• Main Authors: Lin Cheng Ru, 林正儒
• Other Authors: Lee, Ming-Jung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/91965298135593514809

碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === In recent years, through the implementation of the two-day weekends, the universal demand for leisure activities increase and the government also promote universal sport as an important policy and objectives. At this point, will rise the wave of sports and leisure, that become to a hot active that can available to advance national movement. In this study, against management mode of operation that Taroko baseball and softball batting-court to examine the relevance and influence of the venues relationship marketing for the consumer's perceived value and repurchase intentions. Collection of relevant literature and theory as the theoretical framework of this study. due to questionnaire and develop and implement pre-test, after the reliability and factor analysis, to be amended after issuing a formal questionnaire.Questionnaires issue in Taichung City within the Henan venues and Revival venues. effective questionnaires were 359, data canonical correlation, multiple regression analysis and Discussion, the following conclusions: (1) Different backgrounds of the consumers' perceived value, relationship marketing,and repeat purchase intention difference (2) Venue of relationship marketing will positively affect the consumer's perceivedvalue (3) Venue of relationship marketing will positively affect consumers' willingness tore-structure (4) Consumer's perceived value will positively influence the consumer's willingness tore-structure.