| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 102 === The Personal Computers (PC) industry has the characteristics as fewer customers but higher contribution, long-term cooperative relationship and customers with absolute decision rights. Therefore the relationship quality management seems to be more important.
There are many factors that may influence the relationship quality with limited resources on enterprises. For this reason we want to understand which is important on relational selling behavior for PC industry.
After reviewing some related literatures and studies about relationship marketing, relational selling behavior, relationship quality, customer loyalty, and the fusion of researcher’s theories was constructed this research schema. Then we conducted a questionnaire survey to the semiconductor agents of the PC industrial manufacturers, and proceeded statistical analysis including correlation and multiple regression analysis for empirical research.
The results of this research shows:
Interactive intensity of relational selling behavior, cooperative willingness and the mutual revealed has significant positive effects on relationship quality.
The satisfaction, trust and promises of relationship quality have a significant positive impact on customer loyalty.
Interactive intensity of relational selling behavior can directly affect customer loyalty without through the mediate effect of relationship quality.
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