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영어

This Paper analyzed the impact of relationship marketing on marketing productivity in the mobile telephone industry. For this paper, we measure the service quality for the user of mobile phones based on the satisfaction of relationship marketing with questionnaire. For our research, the SERVEQUAL, modeled by Zaithaml et al.(1988), is used to find out the service failure, and the questionnaire developed by Crosby et al.(1980) and Morgan and Hunt(1994) is employed to check the customer satisfaction for relationship marketing. With this data, we analyse the impact of relationship satisfaction on negative customer behaviors, such as the blame, the customer exit and the Word of Mouth. For this analysis, AMOS 4.0 was used to check the cause-effect relationship among them. As a result, the quality of relationship marketing is negatively affected by the blame, the customer exit and the Word of Mouth. Therefore, relationship marketing plays a potentially significant role in increasing marketing productivity.