원문정보
초록
영어
Consumer relationship proneness (CRP) reflects a consumer’s relatively stable and conscious tendency to engage in relationships. This study takes CRP as an important consumer individual trait and examines the influence of CRP on customer loyalty in service environment from perspective of relational benefits (i.e. confidence benefits, social benefits, special treatment benefits). Concept model is proposed to explain the influence. Then SEM (structural equation modeling) is used to analyze the data collected from online survey to test the proposed model. Empirical results show that CRP has direct influence on customer loyalty. The results also show that CRP indirectly relates to customer loyalty via its impact on perceived confidence benefits and social benefits. This study deepens the understanding about the importance of CRP and provides insights into development and implement of customer relationship management and relationship marketing for service enterprises.
목차
1. Introduction
2. Literature Review and Hypotheses Development
2.1. Customer Relationship Proneness
2.2. Relational Benefits
2.3. Customer Loyalty
2.4. CRP and Relational Benefits, Customer Loyalty
2.5. Social Benefits as an Antecedent of Confidence and Special Treatment Benefits
2.6. Relational Benefits and Customer Loyalty
3. Methods
3.1. Measurement Instrument
3.2. Data Collection
4. Data Analysis and Results
4.1. Measurement Model Results
4.2. Structural Model Results
5. Discussion and Implication
5.1. Discuss of Results
5.2. Management Implication
6. Limitations and Directions for Future Research
Acknowledgements
References