An Impact Study of Relationship Linkage on Customer Trust: The Case of Cotton Raw Materials Industry

• Main Authors: HSU,SHUO-PIN, 徐碩彬
• Other Authors: YANG,YUNG-KAI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6dfgwu

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 106 === As labor industry moves westward, textile industry in Taiwan has gradually became a declining industry. In such tough conditions, it is indeed a harsh challenge for cotton raw material suppliers to expand new business domestically. The only way to survive is to maintain relationship with existing customers in Taiwan or develop new customers internationally. This study explores the relationship between cotton raw material suppliers and customers, and explores the linkage method to gain customer trust. In cotton raw material industry, building customer trust is quite important and it definitely results in loyalty. Objectives of this study are cotton raw material suppliers. The study was conducted by in-depth interview with sales supervisors in cotton raw material industry. Through 3 layers of relationship linkage of financial, society and structure, it is clear how each cotton raw material supplier maintains relationship with customers. Key finding of this study is that for connection linkage with customers, single connection method is not able to fully gain customer trust; instead of it, gradually applying 3 layers of relationship linkage is a must. To increase stable linkage relationship and reach a win-win situation, different ratio of relationship connection needs to be given based on customers’ preferences and characteristics. Another finding in 3 layers of relationship linkage is that even though strength of competitive advantage ranking is not changed, along with the change of time and the influence in generation inheritance, ratio in society relationship linkage has gradually decreased but ratio in structure relationship linkage has slowly increased. Via information and suggestions provided, the study is expected to help cotton raw material suppliers solve problems in relationship marketing and grow business successfully.