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題 名 | 服務業之關係行銷與顧客回應之研究=Research of Relationship Marketing and Customer Response in Service Industry |
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作 者 | 曾義明; | 書刊名 | 交大管理學報 |
卷 期 | 24:1 2004.06[民93.06] |
頁 次 | 頁1-21 |
分類號 | 496.5 |
關鍵詞 | 關係行銷; 長期關係; 顧客回應; Relationship marketing; Long-run relationship; Customer response; |
語 文 | 中文(Chinese) |
中文摘要 | 為瞭解關係行銷如何幫助服務業提高顧客對其推出新服務時的正面反應,本研究以銀行業為例,針對銀行業關係行銷活動各構面加以分析,並以顧客對新業務的回應程度為應變數,進行迴歸分析,結果發現,銀行與顧客何持長期的聯絡關係與建立顧客資訊系統將對顧客回應有顯著的幫助,本研究最後提出對於關係行銷理論與實務的貢獻與未來研究方向。 |
英文摘要 | This research focuses on understanding how the relationship marketing can enhance the customer response toward the new services introduced by the banks. We propose four relationship marketing activities for testing the impact to the customer response. The result shows that “building long-run relationship with customer” and “constructing complete customer database” should be paid attention when setting firm’s marketing strategy because the cay heighten the possibility of customer reflection toward new financial service. |
本系統中英文摘要資訊取自各篇刊載內容。