Taiwanese Group Meals Pathway of Reciprocity and Trust Relationship Marketing Research
碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 101 === Facing the influence of the M form society, the issue of cost down has been more and more important for caterind service industry. Atherwise, the food safty is also the key issue. Therefore, relationship marketing is the key successful strategy for this ind...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/87790016963839305163 |
| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 101 === Facing the influence of the M form society, the issue of cost down has been more and more important for caterind service industry. Atherwise, the food safty is also the key issue. Therefore, relationship marketing is the key successful strategy for this industry.
This thesis tried to proof the applied situation of relationship marketing in catering service industry by taking use of Key Mediating Variables Model that was proposed by Morgan and Hunt in 1994 and confer the relation among variables. Besides, this thesis hoped to survey if forwarders need to reinforce the management of relationship marketing through client’s viewpoints and looked forward to aid marketing strategy of the practice hereafter.
The result describes relationship benefits and relationship termination costs have straightly obvious effect upon relationship commitment, communication have straightly obvious effect upon both relationship commitment and trust. And opportunistic behavior have straightly obvious effect upon trust. Lastly, it recommends the author’s opinions and suggestions to forwarder and follow-up research.
|
|---|