行銷硏究 : Marketing research

Cornell hotel and restaurant administration quarterly

Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

https://isiarticles.com/bundles/Article/pre/pdf/2503.pdf

Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China

In e‐commerce, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service. Since online transactions involve many uncertainties for the customer, trust is a condition for exchange. Trust in the electronic medium – here called “e‐trust” – is believed to increase online customer loyalty, but empirical confirmations are scarce. The present study empirically investigates the roles of service quality, satisfaction and trust in an e‐commerce context. In the study, e‐trust is found to directly affect loyalty. The e‐service quality dimension of assurance, i.e. trusting the merchant, influences loyalty via e‐trust and e‐satisfaction. Other e‐quality dimensions, such as ease of use, e‐scape, responsiveness, and customization influence e‐loyalty mainly indirectly, via satisfaction. Managerial implications and suggestions for further research are provided.

/pdf/comfort-your-online-customer-quality-trust-and-loyalty-on-1anvn4lb9n.pdf

Comfort your online customer: quality, trust and loyalty on the internet

Purpose – The paper aims to empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e‐commerce settings in two cultures – Malaysian and Qatari – at the level of construct dimensions.Design/methodology/approach – A survey method approach was used in this study. To test the dimensionality of the perceived service quality, all 20 items were analyzed using oblique rotation and varimax rotation. The hypotheses were tested using the structural equations modeling and general linear model of univariate analysis of variance.Findings – Perceived service quality was found to have a significant impact on customer satisfaction. In turn customer satisfaction was found to have a significant effect on trust. Both customer satisfaction and trust have significant effects on loyalty through word of mouth (WOM) while WOM is an antecedent of repeat visits or repurchase intentions. Interestingly, trust does not directly influence the latter. With the exception of the effe...

The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings

The aim of this paper is to investigate the impact of individual dimensions of perceived service quality on customer satisfaction, trust and loyalty in e-commerce settings. Empirical results indicate that the perceived service quality has positive direct effects on both customer satisfaction and trust. The results also show that customer satisfaction appears to have a positive direct effect on trust, while both customer satisfaction and trust have direct positive effects on loyalty through word-of-mouth and intention. Thus, both satisfaction and trust play an imperative role in creating customer loyalty as suggested by many authors. Some theoretical and managerial implications and suggestions for future research are also provided.

http://aws.iwi.uni-leipzig.de/em/fileadmin/user_upload/doc/Issues/Volume_18/Issue_03/V18I3_Customer_Loyalty_in_e-Commerce_Settings__An_Empirical_Study.pdf

Customer Loyalty in e-Commerce Settings: An Empirical Study

Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers' product evaluation.Design/methodology/approach – Building on extensive literature, a model of consumers' product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses.Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be a mediator of the corporate image's effect on co...

The effect of corporate branding dimensions on consumers' product evaluation: A cross‐cultural analysis

Purpose – This research in this paper aims to investigate and extend the trust‐relationship commitment model to an internet banking setting by adding attraction as a new factor. Design/methodology/approach – The paper shows that in testing whether attraction might be related to belief in and use of the internet banking, this research sampled 276 bank customers' responses via a cross‐sectional survey in Doha, Qatar. Findings – The findings in the paper indicate that both trust and attraction have significant positive impact on relationship commitment with attraction having a strong positive effect, with communication representing the most important determinant of attraction and having a significant positive relationship with both trust and attraction. Practical implications – The paper shows that, from the managerial perspective, it is necessary for bankers and policy makers to know the relationship between trust and attraction because their influence on the actual commitment is different The findings of this study suggest that, in order to develop trust and to attract more users to internet banking, it is not going to be enough to make the system easy to interact with. It is of paramount importance for banks to develop secured and private internet banking systems that are trustworthy, for their users. Thus, management attention might be fruitfully focused on the development of such beliefs on the part of the users. Thus, the internet banking authorities should employ training and promotion approaches to develop customers' beliefs of shared value, communication, and opportunistic behavior, which in turn will influence or attract the customers' behavioural intention to utilize internet banking services. Similarly, banks may consider offering a low‐cost service by passing on some of their gains from reduced operating cost to customers. This may lead to better customer loyalty towards the service. Originality/value – The paper finds that attraction as an additional factor in a trust‐relationship commitment model has not been examined before. Thus, researchers should include attraction in online relationship banking models along with other relationship effects. Also, bankers and policy makers need to develop trust among the customers and to realize that more favorable communication environments must be created to attract customers and to make them more committed to using online banking transactions over the internet.

The influence of attraction on internet banking: an extension to the trust‐relationship commitment model

Purpose – The purpose of this paper is to investigate how perceived service quality, satisfaction and trust determine loyalty in e‐commerce settings at the level of construct dimensions.Design/methodology/approach – A survey method approach was used in this study. To test the dimensionality of the perceived service quality, all the 20 items were analyzed using oblique rotation and varimax rotation. The hypotheses were tested using the structural equations modeling.Findings – Empirical results indicate that only assurance does appear to play an imperative role in building trust as suggested by many authors. Of particular interest is the finding that word‐of‐mouth (WOM) is an antecedent of trust and intention. It becomes clear that WOM is a relatively important driver of trust and intention in e‐commerce settings.Research limitations/implications – The study may also be delimited to Qatar only. Further research could complement it by exploring the study variables and other variables not mentioned in depth h...

Norizan M. Kassim

Papers

The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings

Customer Loyalty in e-Commerce Settings: An Empirical Study

The effect of corporate branding dimensions on consumers' product evaluation: A cross‐cultural analysis

The influence of attraction on internet banking: an extension to the trust‐relationship commitment model

Investigating the complex drivers of loyalty in e-commerce settings