Dissertations / Theses: 'Industrial marketing. Relationship marketing. Customer loyalty'

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Rutherford, Brian Nicholas. "The differing effects of satisfaction, trust, and commitment on buyer's behavioral loyalty a study into the buyer-salesperson and buyer-selling firm relationship in a business-to-business context /." unrestricted, 2007. http://etd.gsu.edu/theses/available/etd-05182007-115358/.

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Thesis (Ph. D.)--Georgia State University, 2007.
Title from file title page. James Boles, committee chair; Wesley Johnston, Greg W. Marshall, Edward Rigdon, Danny Bellenger, committee members. Electronic text (222 p.) : digital, PDF file. Description based on contents viewed Oct. 29, 2007. Includes bibliographical references (p. 217-221).

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Lopes, Alfredo Saboya Dias. "A prÃtica do marketing de relacionamento na conquista da lealdade do cliente mÃdico cearense pela industria farmaceutica." Universidade Federal do CearÃ, 2012. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=15611.

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O propÃsito deste trabalho foi observar as prÃticas do marketing de relacionamento desenvolvidas pela indÃstria farmacÃutica como um meio de influenciar o comportamento leal dos clientes mÃdicos. Diante de um mercado tÃo competitivo, como o farmacÃutico, no qual a diferenciaÃÃo dos produtos Ã cada vez menor, pois os concorrentes copiam rapidamente as inovaÃÃes e oferecem produtos similares a custos menores, os laboratÃrios mudaram seu foco. Antes restrito aos produtos, com investimentos vultosos na pesquisa e desenvolvimento de novas drogas, hoje a indÃstria farmacÃutica busca no fortalecimento da relaÃÃo clienteempresa uma forma de ganhar competitividade no mercado. Desta forma, o presente trabalho partiu de uma pesquisa realizada em SÃo Paulo, por Walmon MagalhÃes Leal, uma pesquisa qualitativa exploratÃria junto Ã indÃstria farmacÃutica que levantou as principais aÃÃes, benefÃcios e serviÃos realizados pelos grandes laboratÃrios, assim, como, conhecer a atuaÃÃo dos propagandistas no gerenciamento do relacionamento com os mÃdicos. O estudo de Leal (2004) identificou as 10 variÃveis do marketing de relacionamento, mais representativas, utilizadas pela indÃstria farmacÃutica no estabelecimento e desenvolvimento de bons relacionamentos com os mÃdicos. Com isto, foram entrevistados 202 mÃdicos, por meio de uma pesquisa quantitativa descritiva, atravÃs de um questionÃrio fechado, com o intuito de verificar como estes avaliam as prÃticas do marketing de relacionamento das empresas farmacÃuticas. De posse dos resultados dos questionÃrios, de acordo com as respostas dos mÃdicos, estes foram classificados em dois grupos distintos (mÃdicos âleaisâ e ânÃo-leaisâ Ã indÃstria farmacÃutica). A partir da anÃlise descritiva dos dados e dos testes das premissas para a realizaÃÃo da anÃlise discriminante, mÃtodo de tratamento de dados escolhido, constatou-se que a amostra nÃo poderia ser submetida a uma anÃlise discriminante, assim, optou-se por um teste nÃo-paramÃtrico de comparaÃÃo de mÃdias de Mann-Whitney para colocar Ã prova as hipÃteses do trabalho. A primeira hipÃtese, de que as prÃticas do marketing de relacionamento das empresas influenciam no comportamento de lealdade dos mÃdicos, foi confirmada, jÃ que o nÃvel de concordÃncia dos mÃdicos âleaisâ para as variÃveis âfrequÃncia de visitasâ, âinformaÃÃes cientÃficasâ, âajuda financeiraâ, âamostra grÃtisâ e ârelacionamento com os vendedoresâ Ã estatisticamente maior do que a concordÃncia das mesmas variÃveis dos mÃdicos ânÃo-leaisâ. TambÃm, testou-se a hipÃtese de que os mÃdicos do interior do Estado tendem a ser mais leais Ã indÃstria farmacÃutica, por perceberem na atuaÃÃo dos propagandistas uma importante forma de se manterem atualizados, jÃ que os mesmos nÃo tÃm tanto acesso a eventos cientÃficos como os mÃdicos residentes na capital. Isso nÃo foi comprovado, por nÃo haver diferenÃa estatÃstica significantemente maior entre as concordÃncias dos mÃdicos leais do interior e da capital. Como contribuiÃÃo, este trabalho permitiu ampliar o conhecimento sobre a prÃtica do marketing de relacionamento das empresas farmacÃuticas e sua influÃncia no comportamento de lealdade dos mÃdicos, uma vez que este tema ainda Ã pouco estudado
The purpose of this study was to observe the relationship marketing practices developed by the pharmaceutical industry as a means of influencing the behavior fair doctors clients. Faced with such a competitive market such as pharmaceuticals, where the product differentiation is dwindling, because competitors quickly copy the innovations and offer similar products at lower costs, the laboratories have shifted their focus. Once restricted to products with large investments in research and development new drugs, the pharmaceutical industry today seeks to strengthen the relationship clienteempresa a way to gain market competitiveness. Thus, the present work came from a survey conducted in SÃo Paulo, for Walmon Magellan Leal, research qualitative exploratory by the pharmaceutical industry that lifted the main actions, goods and services provided by large laboratories, as well as, meet the performance the propagandists in relationship management doctors. The study Leal (2004) identified 10 variables of relationship marketing, most representative, used by the pharmaceutical industry in establishing and developing good relationships with doctors. With this, 202 physicians were interviewed by means of Quantitative descriptive search through a closed questionnaire in order to check how they evaluated the relationship marketing practices of companies pharmaceutical. With the results of the questionnaires, according to the responses of physicians were classified into two distinct groups (doctors "loyal" and "non-loyal" to pharmaceutical industry). From the descriptive analysis of the data and the assumptions tests for performing discriminant analysis, data processing method selected, it was found that the sample could not be subjected to a discriminant analysis thus we opted for a non-parametric test mean comparison of Mann-Whitney for put to the test the hypotheses of work. The first hypothesis, that marketing practices relationship of the companies in the medical influence loyalty behavior was confirmed, as the level of agreement of the doctors "loyal" to the variable "frequency template "," scientific information "," financial aid "," free sample "and" relationship with vendors "it is statistically higher than the correlation of the same variables of medical "non-loyal". Also, we tested the hypothesis that doctors in the state They tend to be more loyal to the pharmaceutical industry, because they perceive the actions of propagandists an important way to keep up to date, since they do not have both access to scientific events as medical residents in the capital. This was not proven, because there is significantly higher statistical difference between the concordances of loyal doctors of the interior and the capital. As a contribution, this work allowed to increase knowledge about the practice of relationship marketing of pharmaceutical companies and their influence on loyalty behavior of physicians, since that this topic is still little studied

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Souza, Lasier Gorziza de. "Confiança, valor e lealdade do consumidor : um estudo desenvolvido em uma concessionária de veículos." reponame:Repositório Institucional da UCS, 2010. https://repositorio.ucs.br/handle/11338/556.

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Este trabalho aborda a estretégia de retenção de clientes por meio da prática do marketing de relacionamento no contexto do varejo e serviços de uma concessionária de veículos. Mais especificamente, a Passion Automóveis Ltda., concessionária da marca Peugeot, para as cidades de Bento Gonçalves/RS e Caxias do Sul/RS. O modelo teórico proposto por Sirdeshmukh, Singh e Sabol (2002) e suas respectivas hipóteses é utilizado para verificar o entendimento das práticas e comportamentos confiáveis percebidos nos prestadores de serviços e que constroem ou exaurem a confiança do consumidor e os mecanismos para converter a confiança do consumidor em termos de valor e lealdade em trocas relacionais. Para tanto, utilizou-se de uma amostra estratificada da população de pesquisa que totalizou 235 respondentes, e os dados foram coletados através de três formas de pesquisas: (i) entrevista por telefone assistida por computador; (ii) survey por correspondência; e (iii) survey eletrônica. O modelo utilizado (i) apresenta uma conceituação multidimensional para a construção de confiança; (ii) incorpora duas facetas distintas de confiança do consumidor, ou seja, os funcionários da linha de frente e as políticas e práticas gerenciais; e (iii) especifica o valor como um mediador entre a confiança e a lealdade nos relacionamentos. Os dados foram avaliados através da análise de estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais, e os resultados apóiam uma visão tri-dimensional das avaliações da confiança ao longo da competência operacional, da benevolência operacional e da orientação para solução de problemas. Além disso, foi encontrado evidências de contingente relações assimétricas entre as dimensões de confiabilidade na confiança dos consumidores. Para as políticas e práticas gerenciais, benevolentes práticas demonstraram um efeito de "negatividade" dominante (isto é, uma unidade de desempenho negativa tem um efeito mais forte do que uma unidade de desempenho positivo), para o pessoal de linha de frente, comportamentos orientados para solução de problemas do consumidor demonstraram um efeito de "positividade" dominante. O valor teve suporte estatístico para mediar parcialmente às facetas da confiança e a lealdade do consumidor. A faceta da confiança no pessoa de linha de frente teve um papel crítico em relação à faceta da confiança nas políticas e práticas gerenciais na lealdade do consumidor, evidenciando a confiança como unidimensional como antecedente da lealdade.
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This work discusses the strategy of customer retention through the practice of relationship marketing in the context of retail services at the car dealership. More specifically, the Passion Automóveis Ltda., Peugeot concessionaire for the cities of Bento Gonçalves/RS and Caxias do Sul/RS. The proposed framework by Sirdeshmukh, Singh and Sabol (2002) and their assumptions are used to check the understanding of practices and behaviors perceived to reliable service and that build or deplete consumer trust and the mechanisms to convert trust consumer in terms of value and loyalty in relational exchanges. To this end, we used a stratified sample of the population reserach which totaled 235 respondents, and data were collected from three types of searches: (i) telephone interview, computer-assisted, (ii) a survey by mail, and (iii) electronic survey. The model used (i) uses a multidimensional conceptualization for the trustworthiness construct; (ii) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (iii) specifies value as a key mediator of the trust-loyalty relationship. The data were evaluated by analysis of multivariate data, using the technique of Structural Equation Modeling, and the results support a tripartide view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, these works find evidence of contingent asymmetric relationship between trustworthiness dimension and consumer trust. For management policies and practices, benevolent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), for front-line employees, behavior oriented for problem-solving consumer demonstrated an effect of "positive" ruling. The value have statistical support to partially mediate the facets of trust in on consumer loyalty. The aspect of confidence in the personal front line played a critical role in relation to the aspect of trust policies and management practices in loyalty, showing the trust as one-dimensional as an antecedent of loyalty.

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Osman, Hanaa. "The practice of relationship marketing in hotels." Thesis, Oxford Brookes University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.364714.

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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.

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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.

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Sethapan, Wathanee. "The study of customer share marketing." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2701.

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This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.

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Ha, Sejin. "How customer loyalty programs can influence relational marketing outcomes using customer-retailer identification to build relationships /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1190142786.

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Wangpaichitr, Kanate. "How effective is 'relationship marketing' in gaining customer loyalty to securities brokerages?" Thesis, Northumbria University, 2010. http://nrl.northumbria.ac.uk/1854/.

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Relationship marketing (RM) is widely acknowledged as a useful tool in gaining customer loyalty in various sectors. However, to date, there had been no research on how RM impacts customer loyalty in the securities brokerage firm industry in The Stock Exchange of Thailand. This study employs an inductive research approach to explore RM in securities brokerage firms in Thailand’s financial services sector and gain an understanding of customers’ and other stakeholders’ views of RM activities and loyalty to brokerages in an emerging market. Multiple data collection methods were employed, including semi-structured interviews as the main collection method and participant observations in a supporting role. Qualitative content analysis and coding techniques were used for analysing the data. This pioneering research provides new theoretical and practice knowledge and delivers a far more subtle and nuanced analysis of the dynamics at play between customer loyalty, various RM strategies and different customer types – compared to the current literature. The study found that securities brokerage firms in Thailand implemented RM practice but with differences in relationship marketing strategies, depending on the types of customers being targeted. The study identified the main factors impacting on customer loyalty to both local and international securities brokerage firms. Finally, the research confirmed that RM had a demonstrable impact in gaining customer loyalty to securities brokerage firms in The Stock Exchange of Thailand (SET), but with intriguing characteristics, for example, RM’s positive impact on individual short-term investors’ loyalty, not to brokerages, but to particular staff.

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Banna, Hasanul, and Naseef Rahman. "Impact of relationship marketing on customer loyalty in banking sector of UK." Thesis, Högskolan i Gävle, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-33469.

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Banking sector is one of the largest sectors dealing with individual customers directly and in fact the success and profitability of company is also based on the number of customer base and their level of transactions. The current banking industry is under immense pressure because now the customer switching is quite common but the banks are still trying to sustain their customer base by managing the customer loyalty program through effective customer relationship management. The current study revolves around the customer relationship and customer loyalty in banking sector of UK. The study has been started with objective to understand that whether relationship marketing have any significant impact on customer loyalty and customer retention in banking sector of UK. The study is based on primary research work where the customers of UK banking sector have been contacted through social media for supporting in research work. There are 2500 customers were targeted for the survey purpose but just 160 people replied with survey and the same data was used for result analysis. The convenience sampling method is used in study and the survey was conducted through survey questionnaire. The survey questionnaire was prepared on Likert Scale and the questionnaire was formed on Google Drive. The survey result is analysed with help of SPSS 22.0 and the major statistical used for study are Mean and graphical presentation. The hypothesis testing is done through ANOVA. The result indicates that there is a positive relationship between relationship marketing and customer loyalty and retention.

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Feng, Yuanyuan Jr, and Xuan Jr Zhang. "The Impact of Customer Relationship Marketing Tactics On Customer Loyalty Within Swedish Mobile Telecommunication Industry." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2664.

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Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty.

a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.

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Parker, Lukas Jay, and lukasparker@gmail com. "Trust and the Australian retail banking industry : the impact of deinstitutionalisation of Australian retail banking services on consumer trust." Swinburne University of Technology, 2005. http://adt.lib.swin.edu.au./public/adt-VSWT20051117.105403.

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Consumer trust research has principally developed from established psychological-based research. This conception of consumer trust largely draws from research pertaining to interpersonal trust. This study combined existing theories from both sociological and psychological research in developing a consumer trust model specifically for banks. Partly because of their historical position in society and also because of their government-protected position, banks, bank branches and bank managers have traditionally held a respected, and trusted position in Australian communities. Because of this reputation and position in communities, banks were seen to display institutional attributes. These attributes were defined in this study as local community focus, local availability and visibility, relationship power symmetry and social obligation fulfilment. This study explored the notion of institution-based trust in an Australian retail banking context. Institution-based trust was a measure of the levels of consumer trust in various defined institutional attributes. It was contended that through the diminishment and divestment of its institutional attributes banks were impairing their institutional cachet. The process was termed 'deinstitutionalisation' and was postulated to have a negative impact on consumer trust. The hypothetico-deductive methodological framework was employed throughout the study, with a mail-based consumer survey used as the main means of primary data collection. 468 useable questionnaires from adult bank customers were yielded and the data analysed. These data were analysed and used to test twenty-three research hypotheses of which nineteen were supported. From the results, it was concluded that perceived local community focus, perceived social obligation fulfilment and perceived relationship power symmetry were antecedents to consumer trust in banks. Also, reasonable availability of conventional bank branch services was found to be an important component of perceived community focus of their banks, thus having an indirect relationship to institution-based consumer trust in banks. Community Banks were found to be exhibiting and promoting many of these institutional attributes. Consumers were found to be less likely to need bank branches for transactional or functional purposes, but branches were seen to be symbolically important. Also, consumers were found to be more likely to identify with intangible elements of their bank, principally bank brand, than with tangible attributes such as the bank branch. Importantly, consumers were found to be trusting of their banks, however they were more likely to believe that banks were less trustworthy now than they were in the past.

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Qasim, Muhammad, and Mohammad Asadullah. "The Role of Customer Support Service in Relationship Strengthening : A Case of Swedish Broadband Internet Service Providers." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-13637.

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Awan, Salman Ahmad, and Muzafar Said. "Loyalty Enhancing Communication for Telecom Customer Relationships : A Qualitative Study of Telecom Customers." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-9522.

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The telecommunication business has been transformed in Sweden through the past few years. Previously telecom industry was under monopoly which has now been converted into more competitive market in which more competitors have entered and offering various alternatives of different kinds of services. TeliaSonera has been one of biggest telecommunication service providers in Sweden which is amalgamation between two big companies; Telia, a major Swedish company and Sonera which is Finish counterpart of Telia. Currently, TeliaSonera is offering various communication services to its customers such as Broadband, TV, Fix telephone connections and Mobile phone services. TeliaSonera is offering these services to both kinds of customers; i.e. business and residential customers.The purpose of this research project is to understand the telecom customers‟ switching behavior in detail by distinguishing between two different kinds of customer experiences which are active customers and passive customers, based on their specific characteristics and to learn to design a communication that is effective not only for one kind of customers‟ e.g. active customers but also for passive customers that have been found challenging regarding communication reception generally. By analyzing the outcomes, researchers would be able to demonstrate different features which need to be taken under consideration while communicating to each of these customers. The research has been carried out with an explorative research approach and qualitative interviewing with 13 students of Karlstad University in two parts. Through this research process, the researchers have built the understanding regarding what triggers influence the customers to switch and what kind of communication attracts them in order to make a decision about staying with current operator or switching to the new one. The theoretical framework is constructed on previous research on customer behavior, customer relationship management and contemporary written communication in the field of service management and marketing.The results of the research show that passive customers are more inclined towards the communication that focuses mainly on cheaper price options and they should be frequently communicated the cheaper options whereas active customers mainly search actively for the moreiiirich information therefore they should be communicated various innovative services and beneficial packages through social networking platforms and emailing newsletters.
LET-Project

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Nawajesh, Rahat, and Zakir Hossain Muhammed. "Relationship Perspectives on Customer Support Service : Exploring Best Practice for the Telecom Industry." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-11750.

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Abstract The aim of this study is to examine the relationship between customers and the telecommunication service provider regarding customer support service. The authors focus on customers support service as a tool of enhancing relationship between customers and telecommunication service provider and to come up with a “best practice” for the customer-support service in the telecom industry. The research has been conducted with recent relevant literature from academic viewpoint such as the relationship marketing, customer loyalty, customer dominant logic, customer support service and triggering factors for switching. After reviewing all of literatures authors have adequate knowledge how to enhance and sustain long term relationship with customers. Nearly every literature stipulates from customers perspective business operations for long term relationship. To accomplish research aim, authors conducted with an explorative research approach and with the help of a designed descriptive questionnaire which consist of seventeen close-ended and open-ended questions. The target group was sixteen master level students of Karlstad University who belong to nine different countries. From the interview, authors try to explore respondents’ experiences and acceptation from customer support service. Authors reached at the conclusion on the basis of collected qualitative information that the effective customer support service plays a vital role for enhancing the relationship between customers and telecom service providers. It is also evident throughout the research that the customer support service is the key link between the customer and the telecommunication service provider.
TeliaSonera

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Johansson, Daniel, and Patrik Fredriksson. "Customer Needings : Finding the Relationship Gaps between Rolls Royce and their Industrial Customers." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-4263.

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Purpose

The purpose of this thesis is to investigate to what extent Rolls Royce in Kristinehamn manages to fulfil their customer needings. By identifying gaps between offerings and needings, the authors will give recommendations on how Rolls Royce can increase their customers' satisfaction by providing them with what they need.

Method

A qualitative research is used in the form of in-depth face-to-face- and telephone interviews. Eight such interviews have been conducted in this thesis; three interviews with representatives from Rolls Royce and five interviews with representatives from three of their customers.

Findings

Many gaps have been found in the analysis of the empirical study. The most frequently discovered gaps are that; Rolls Royce should have better control over their sub-suppliers and Rolls Royce should agree on higher penalty fees for delay or poor quality. Further gaps have been found in which activities the customer wants to be relieved or enabled of.

Recommendations

A figure of customer specific recommendations have been compiled through the findings. From this figure, general recommendations have been discovered that can, to some extent, represent all of Rolls Royce's customers.

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Datta, Palto Ranjan. "Relationship marketing and customer retention in Bangladesh's food retailing sector." Thesis, University of Hertfordshire, 2017. http://hdl.handle.net/2299/19697.

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The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.

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Boukhobza, Tahar. "An investigation into customer loyalty and relationship marketing : case UK grocery retailing and telecommunication sectors." Thesis, University of Salford, 2005. http://usir.salford.ac.uk/14898/.

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This research investigates customer loyalty and relationship marketing theories into two different commercial sectors in the UK, namely grocery retailing and telecommunication. The study is divided into two major parts. The first part examines consumer perceptions of customer loyalty schemes and explores the nature and extent of relationship development in the UK retail grocery sector. Aspects of the Interaction Approach, historically developed and confined to organisational contexts, were used as a conceptual framework for assessing the level of these relationships.

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Follin, Sara, and Viktoria Fransson. "The impact of gender and age on customer loyalty : A quantitative study of Swedish customers’ experiences of a loyalty program." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28596.

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Title The impact of gender and age on customer loyalty – a quantitative study of Swedish customers’ experiences of a loyalty program Authors Sara Follin & Viktoria Fransson Background Building customer relationships could be done by using loyalty programs; programs which involves activities for enhancing customer loyalty (Ou, Shih, Chen & Wang, 2011). To use loyalty programs as relationship marketing tactics has become popular and it is frequently used in the grocery retailing industry (Noble & Phillips, 2004). Customer loyalty differences might be influenced by customers’ gender and age (Kuruvilla, Joshi & Shah, 2009; Patterson, 2007). It is expected that females tend to be more loyal than males, and that older customers tend to be more loyal than younger generations (Patterson, 2007; Ndubisi, 2007). Purpose The purpose of this study is to describe the impact of gender and age on customer loyalty in the grocery retailing industry. Theory & Concepts Relationship marketing, Loyalty program, Customer loyalty, Gender differences in customer loyalty, Age differences in customer loyalty Methodology This is a descriptive study with a quantitative and deductive research approach. The research strategy was survey, and data was collected from 216 respondents through a questionnaire. Data was collected around the loyalty program Willys+, which formed the sample of this study. Conclusion Customers’ gender could be one variable influencing and impacting customer loyalty, however age is not. Gender impacting customer loyalty, could be explained by potential differences in how females and males choose to shop in store as well as by the fact that the majority of the members in the loyalty program were females. Loyalty among customers belonging to different age group did not have any significant differences.

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Madubanya, Peter Petrus Malesela. "The influence of customer relationship management on customer loyalty at a South African life insurance company." Thesis, Cape Peninsula University of Technology, 2015. http://hdl.handle.net/20.500.11838/2043.

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Thesis (MTech (Business Administration))--Cape Peninsula University of Technology.
This thesis is prompted by the discussions around Customer Relationship Management (CRM) in the financial industry and life insurance companies in particular. The study seeks to gain better understanding of the influence that CRM has on Customer Loyalty in a selected South African life insurance company. While CRM has been approached by academics and practitioners from different perspectives, literature seems to be viewed as inconsistent and fragmented on this concept. The concept of CRM is a new approach by management in South Africa and it is due to this fact that there are not sufficient studies on it. The purpose of this thesis is to investigate the influence of Customer Relationship Management on customer loyalty in Metropolitan. To achieve this purpose, a questionnaire was distributed amongst selected Metropolitan customer service offices nationally and a selected number of customers were approached to participate in the study. The findings show that Customer Relationship Management has an influence on customer loyalty and that Metropolitan does employ the principles of Customer Relationship Management.

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Ferreira, António Filipe Andrade Caldeira. "Programas de fidelidade em hotelaria: o caso Porto Bay." Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2439.

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Mestrado em Marketing
As estratégias de relacionamento constituem um dos principais factores de diferenciação utilizados actualmente pelas cadeias hoteleiras e que têm por objectivo atingir a fidelização dos clientes, sendo que o CRM (Customer Relationship Management), através da utilização dos programas de fidelidade é uma das formas de atingir essa meta, daí que o estudo pretende investigar formas de aumentar o valor do relacionamento entre o Grupo Porto Bay e os seus clientes, respondendo assim a esta questão de investigação. A metodologia adoptada foi de natureza qualitativa e possuiu um carácter exploratório e descritivo, sendo conduzida por um estudo de caso numa empresa do sector hoteleiro (Grupo Porto Bay). Foram realizadas entrevistas abertas em profundidade, observações directas e recolha de dados secundários. O material proveniente do caso foi analisado por meio de técnicas de análise de conteúdo e triangulação. Da análise teórica e da confrontação com a realidade estudada, constatou-se que na indústria hoteleira a introdução de programas de fidelidade permite aumentar valor para os clientes e para a própria cadeia. Uma das formas de aumentar valor para os clientes consiste na utilização de uma componente funcional e emocional, nomeadamente através de parcerias estabelecidas com entidades externas às cadeias hoteleiras, evidenciando a utilidade de pertença ao programa e aumentando o desejo de associação. Para as cadeias, o acesso a informações sobre os clientes e as suas necessidades vai permitir uma melhor segmentação e comunicação. Como resultado desta investigação concluiu-se que os programas de fidelidade devem de ter associado um serviço e/ou produto principal com elevado nível qualidade e que devem proporcionar situações do tipo "ganha x ganha". Um outro aspecto consiste no facto de os programas deverem ser adaptados às realidades onde os hotéis estão localizados e aos seus clientes, não devendo ser um programa estandardizado. Além disto, os programas devem ser sustentáveis para o hotel que os implementa, ou seja, devem permitir obter um retorno do relacionamento, embora seja difícil de medir.
The relationship strategies constitute one of the main factors of differentiation used currently by hotels and have as the main objective the customer satisfaction and the CRM (Customer Relationship Management) through the use of customer loyalty programmes is one of the ways of achieving this target, so this study aims to investigate the various forms of increasing the values of relationship between the Grupo Porto Bay and its clients, answering the question of this investigation. The methodology used was of a qualitative nature and posses' an explorative character and descriptive, having been driven by a case study on an organisation in the hospitality industry (Grupo Porto Bay). Open extensive interviews were made, direct observations and a collection of secondary data. The data collected from the case was analyzed through the use of techniques of data analysis and the process of triangulation. From the theoretical analysis and with the confrontation of the reality studied, it can be stipulated that in the hospitality industry the introduction of loyalty programs can increase the value for the clients but also for the chain. One of the ways to increase the value for the clients consists in the usage of one functional and emotional component, namely through established partnerships with external entities to the hotel chain, evidencing the utility to the programme and increasing the desire of association. For the chains, the access to information about the clients will permit a better segmentation and communication. As a result of this investigation it can be concluded that loyalty programmes should be associated to a service and/or a principal product of high quality and should proposition situations of the type "win x win". Another aspect is the fact that the programmes should be adapted to the realities where the hotels are located and its clients, not being a standardised programme. Apart from that, the programmes should be sustainable for the hotel, who implements them, or be it, should allow a return on the relationship, be it difficult to measure.

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Cano, Zapata Alessandra. "Influencia del Marketing Relacional en la fidelización de los clientes del restaurante Muya S.A.C." Bachelor's thesis, Universidad Ricardo Palma, 2017. http://cybertesis.urp.edu.pe/handle/urp/1472.

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El presente trabajo tiene como objetivo lograr la fidelización de los clientes, respecto al servicio y a los productos que ofrece el restaurante, debido a que no existe una adecuada relación entre los clientes y el restaurante. The present work aims to achieve customer loyalty, regarding the service and the products offered by the restaurant, because there is no adequate relationship between customers and the restaurant

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Breitenbach, Renato. "Táticas vinculantes, reputação do provedor de serviços, confiança e compromisso como antecedentes da retenção de clientes." reponame:Repositório Institucional da UCS, 2016. https://repositorio.ucs.br/handle/11338/1204.

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A retenção de clientes pode ser um diferencial competitivo para provedores de serviços e, sob a ótica das trocas relacionais, torna-se fundamental entender os fatores determinantes que a antecedem, identificando os construtos que a estimulam. Para o desenvolvimento desta pesquisa, foi desenvolvido e testado um Modelo Teórico, com suas respectivas hipóteses, que contemplam os construtos Táticas Vinculantes (Financeiras, Sociais e Estruturais), Reputação do Provedor de Serviços, Confiança e Compromisso como antecedentes da Retenção de Clientes. Neste sentido, o objetivo geral deste trabalho foi analisar as Táticas Vinculantes (Financeira, Social e Estrutural), a Reputação do Provedor de Serviços, a Confiança e o Compromisso como antecedentes da Retenção de Clientes. Foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como o entendimento e a análise dos construtos que a antecedem e que a afetam. Posteriormente, foi realizado um estudo quantitativo, de caráter descritivo, por meio da implementação de uma survey. A análise dos resultados foi feita com base em estatísticas multivariadas, utilizando-se a técnica da Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 344 empresas-clientes dos provedores de serviços contábeis pesquisados. Os resultados da pesquisa indicam que o Modelo Teórico apresentou índices satisfatórios, considerando-se o seu ineditismo. As contribuições e destaque são a comprovação de que as Táticas Vinculantes Financeiras, Sociais e Estruturais impactam positivamente a Confiança; que a Confiança e o Compromisso impactam positivamente na Retenção de Clientes; e que a Reputação do Provedor de Serviços não tem influência significativa sobre a Retenção de Clientes e a Confiança.
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Customer retention can be a competitive advantage for service providers and, from the perspective of relational exchanges, it is essential to understand the determinants that precede, identifying the constructs that stimulate. To develop this research project, it was developed and tested the theoretical model, with their hypotheses, which includes the constructs bonding Tactics (Financial, Social and Structural), Reputation Service Provider, Trust and Commitment as antecedents to the Customer Retention. In this sense, the aim of this study was to analyze the bonding Tactics (Financial, Social and Structural), the Reputation of the Service Provider, Trust and Commitment as background to the Customer Retention. It was held the theoretical research that addresses the Customer Retention and understanding and analysis of the constructs that precede and that affect it. Subsequently, it conducted a quantitative study of a descriptive nature, by means the implementation of a survey. The analysis was based on multivariate statistics and it used the technique of structural equation modeling to observe and analyze the elements of the phenomenon studied. The sample consisted of 344 client companies of financial services providers reaserched. The survey results indicate that the Theoretical Model stated presented satisfactory levels, considering its originality. Still, the associations were analyzed time and size of client and the type of business and the form of taxation adopted, confirming that client's size affects the bonding Financial Tactics. The contributions and highlight are proof that the tactics bonding Financial, Social and Structural positively impact the Trust; the Trust and Commitment impact positively on Customer Retention; the Reputation of the service provider has no significant influence on Customer Retention and Trust.

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Nooren, Ella. "Case study-fujitsu and CRM : the impact of customer relationship management on Futjitsu as a service providing company." Master's thesis, FEUC, 2012. http://hdl.handle.net/10316/21510.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho.
This case study named “The impact of customer relationship management on fujitsu as service providing company” has as its main aim analysing the impact of CRM on a company’s customer satisfaction. What are the benefits for a company by using CRM and if it would improve, using Fujitsu as our case study. How Fujitsu measures its customer satisfaction is one of the issues developed in this thesis. Some of the methods used are Customer Satisfaction Interview Programme (CSIP); Customer Satisfaction Scorecard (CSS) and User Surveys. These surveys give Fujitsu the opportunity to acquire a better overview of the customers' satisfaction. Nevertheless, its not for sure that these aims and predictions will be completely successful and in this theses, and through this Study Case, we will try to understand the success level of these methods and prediction and analysis of a CRM tool implementation in Fujitsu, as per the objectives established in this dissertation. Therefore is the general objective of the thesis analysing the impact of CRM on a company’s customer satisfaction. In order to respond to this objective we will study firstly how Fujitsu measures its customer satisfaction at this moment. By getting an answer to this objective, we will be able to identify what the company misses by not using CRM and identify what is missing in Fujitsu’s current customer satisfaction measurements and what CRM could add. In a second stage, it is important to study what would change if Fujitsu used CRM - its impact. In order to respond to this, we will study several theories and concepts related to the term CRM. Also will we study the benefits, advantages and disadvantages for the organization using CRM. We predict that CRM would give Fujitsu a better knowledge of their customers, which could lead to the development of better relations with Fujitsu’s existing customers. This can lead to better marketing of products and services and better deal qualification by focusing on several aspects. Besides all this, it is also very important to try to predict the risk of the implementation of using CRM. This case study involved the use of multiple sources and techniques in the data gathering process. The analysing techniques and tools to collect data used were surveys, documentation review and observation. The variants included in this particular study case were Literature Case Study, developed by looking exclusively at already existing/published materials and Field Case Study which involves the gathering of original research by gathering data within the context being studied, involving also direct observation.

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Pezeshki, Vahid. "Three dimensional modelling of customer satisfaction, retention and loyalty for measuring quality of service." Thesis, Brunel University, 2009. http://bura.brunel.ac.uk/handle/2438/4350.

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The aim of this thesis is to propose a model that explains the relationship between customer satisfaction, retention and loyalty based on service quality attributes. The three elements of satisfaction, retention and loyalty towards products represent ongoing challenges for the corporate financial performance. Customer behaviour analysis (known as business intelligence or customer relationship management or customer experience management) has become a major factor in the corporate decision making and strategic planning processes. Prevailing logic dictates that by improving service attributes one should expect better customer satisfaction levels. Consequently, improved satisfaction levels should increase the probability of customer retention and degree of loyalty. Substantial research work has been dedicated to explain the importance of customer behaviour measurement for industry. However, there is little evidence that there has been an overall integrating empirical research that relates the three elements of satisfaction, retention and loyalty with respect to service quality attributes. Empirical data collected from the UK mobile telecommunication for this research shows that such an objective model that is capable of capturing this three dimensional relationship will contribute towards more robust decision making and better strategic planning. The proposed thesis extracts the data about key service attributes from a combination of literature review, surveys, and interviews from the UK mobile telecommunication industry. Responses were analysed using multiple regression, regression analysis with dummy variables, logistic regression, logistic regression with dummy variables and structural equation modelling (SEM) to test variables and their interrelationships. This study makes a step forward and contributes to the body of knowledge as it: (a) highlights the role of service attribute performance towards customer satisfaction, consequently identifies attributes that affect satisfaction and dissatisfaction of customers, (b) maps the relationship between attribute importance and attribute performance, (c) optimise resource allocation process using importance-performance analysis (IPA), (d) classifies customers with respect to the role and length of relationship they have with the company (switching probability), and (e) describes the interrelationship between customer satisfaction, retention and loyalty. The novelty of the research lies in: (a) establishment of a framework that links service attribute performance to customer satisfaction and then to customer future intentions (customer retention and customer loyalty), and (b) provision of a model that could assist key decision makers in prudent usage of resources for maximum profitability. This dissertation presents a novel approach methodology and modelling construct for customer behaviour analysis. For proof of concept it presents a case study in the mobile telecommunication industry. It is worth noting that in this research work Customer Retention is interpreted as probability of switching between service providers. Customer Loyalty is interpreted as referral (word-of-mouth) activity by existing customers.

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Calmeyer, Sean. "Building long-term customer loyalty in the South African Medical Scheme industry." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/21432.

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Thesis (MBA)--Stellenbosch University, 2012.
ENGLISH ABSTRACT: The medical scheme industry of South Africa has been exposed to fundamental changes during the last decade. We have been witness to various amalgamations and scheme closures as a result of financial pressure and changes to legislation. Never before has it been more important for medical scheme administrators to become more customer focused and find solutions for medical schemes to stay viable into the future. Relationship marketing, a widely acknowledged concept, has been recognised as an appropriate tool to manage relationships and improve customer loyalty over a long-term period. A number of studies have investigated the viability of relationship marketing strategies across different industries. No such studies have however been performed for the medical scheme industry of South Africa. The study therefore aims to investigate how loyalty between medical schemes and their respective administrators is currently maintained. It further aims to determine if the medical scheme industry would benefit from relationship marketing initiatives to encourage long-term loyalty. An in-depth literature study was performed. The underlying aspects under investigation include relationship marketing, customer relationship management (CRM) and customer loyalty. It is thus important to investigate the influence of these three components on the strength of relationships and customer retention. The second phase of the study consisted of in-depth semi-structured interviews with various scheme representatives from the industry. This study is based on an exploratory case and the qualitative data was analysed using pattern finding techniques and qualitative content analysis. The study investigated the factors that have an impact on loyalty in the medical scheme industry. It was determined that relationships between administrators and medical schemes are multilevel and although relationship marketing literature indicates that key account managers are essential for the successful use of relationship based strategies, it was evident that expertise needs to extend beyond only those in key customer management positions. It is evident from the findings of this study that the medical scheme industry of South Africa could benefit hugely from correctly implemented and well researched relationship marketing strategies. This study may therefore be useful to the medical scheme industry in that it provides insight into relationship marketing in the South African context.

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Robertsson, Anna, Jessica Gråsten, and Jonsson Mari Renfors. "Banken som bygger relationer : En studie om hur SEB ökar antalet lojala kunder." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12579.

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Problem: På dagens marknad finns det flera olika bankaktörer som konkurrerar om kunderna, vilket även gör att det blir större konkurrens mellan bankerna. Vad är det som tilltalar en kund att stanna kvar hos en bank och bli lojal mot den? SEB bör öka sin kundlojalitet, men själva innebörden av ordet kundlojalitet kan betyda olika saker för olika individer, vilket kan bli problematiskt i SEB:s kommunikation till kunderna. Syfte: Syftet är att undersöka hur SEB omvandlar kundlojalitet till att skapa och utveckla långsiktiga relationer i sitt dagliga arbete. Metod: Den metod som användes till denna studie var av kvalitativ karaktär, då författarna använde sig av intervjuer på anställda inom organisationen. Genom dessa intervjuer insamlades information till studiens empiri, som sedan analyserades tillsammans med den teori som presenterats i studien. Slutsats: Det kan vara lätt att få den uppfattningen att Relationsmarknadsföring (RM) är svart eller vit. Att antingen har ett företag lojala kunder eller så har dem de inte. Istället visar det sig att det finns ett brett spektrum av olika nyanser eller nivåer när det gäller kontakt och kommunikation med kunder. Att kunna anpassa sig utefter kundens individuella behov och situation och leva upp till olika förväntningar, kan vara en god väg till att en kund stannar kvar hos företaget. En lojal kund.
Problem: In today’s market, there are several different bank operators competing for customers, including making it more and more competition between banks. What is it that appeals to a customer to stay with a bank and be loyal to it? SEB should increase its customer loyalty, but the very meaning of the word loyalty can mean different things to different individuals, who can be problematic in SEB: s communications with the customers. Purpose: The purpose is to examine how SEB converts customer loyalty to create and develop long term relationships in their daily work. Method: The methodology used for this study was qualitative in nature; the authors used interviews with employees within the organization. These interviews collected information to the study’s empirical work, and then analyzed with the theory presented in the study. Conclusions: It can be easy to get the idea that Relationship marketing (RM) is black or white. That either have a company loyal customers or not. Instead, it appears that there is a wide spectrum of different shades or levels of contact and communication with customers. Being able to adapt to the customer´s individual needs and situation and respond to different expectations might be a good way for the customer to stay with the company. A loyal customer.

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謝哲文. "The Relationship among Marketing Force, Industrial Brand Equity, Industrial Trust and Customer Loyalty: An Empirical Study of Taiwan Lumber Import Market." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/10758666368355816174.

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碩士
國立嘉義大學
行銷與流通管理研究所
94
Companies, normally, maintain customer loyalty with their marketing forces in order to achieve goals for sustainable management. In addition, the satisfaction, value, brand equity, company size, and total quality are also the factors that could affect the customer loyalty (Taylor, 2004; Lilien and Wong, 1984; Altan, 2002). As a matter of fact, only trust and brand equity excluding marketing forces are the main factors (Taylor, 2004). The objective of this research is to explore the relationships among the factors of marketing forces, industrial brand equity, industrial trust, and customer loyalty. After reviewing the literatures, the author develops the concept and rival models. Four constructs, i.e. marketing forces, industrial brand equity, industrial trust and customer loyalty are included. Eighty-nine lumber importers are examined. Comparing the estimates and goodness of fit between structure model Ш and rival model, the former has a better model fit. The industrial brand equity and industrial trust are the mediating variables between marketing forces and customer loyalty. The effect of industrial brand equity on customer loyalty is the strongest among those constructs. Thus, the factor of industrial brand equity is the important factor for lumber suppliers to improve on. In this research, the brand equity from the viewpoint of the industrial buyers was discussed instead of product brand equity. As results, the industrial brand equity in B2B trade is important to form customer loyalty. Besides product brand equity, the industrial brand equity is also an important element in doing business. Keywords: Marketing forces; Industrial trust; Industrial brand equity; Customer loyalty

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Moreira, Paulo Rodrigues Pinheiro de Sousa. "O contributo do marketing relacional e da formação contínua na fidelização de clientes." Master's thesis, 2019. http://hdl.handle.net/10071/19694.

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Actualmente as empresas vivem num contexto globalizado cada vez mais competitivo, o que as obriga a redefinir o seu posicionamento e as estratégias de marketing e vendas, para se manterem adaptadas ao mercado dinâmico e incerto que é característico dos dias de hoje. A busca de projectos inovadores e diferenciadores é assim imprescindível para reforçar as suas vantagens competitivas. Os clientes tornaram-se o bem mais precioso das organizações e para isso é necessário preservá-los, dando resposta às suas necessidades. O objectivo desta investigação é justamente analisar a importância que a transição do Marketing Tradicional para o Marketing Relacional tem no sector B-to-B, tendo como base a fidelização de clientes, suportada por eventos de formação contínua que permitem essa relação de longo prazo. Para tal, foi realizada uma pesquisa assente nesses conceitos, através do estudo de caso do evento de formação contínua Hoya Faculty, realizado pela subsidiária Ibérica da Hoya Corporation. Adoptou-se uma metodologia quantitativa, através da utilização de um questionário online, realizado aos clientes portugueses e espanhóis que participaram no evento em 2015/2016 e 2018/2019, no sentido de apurar a sua percepção face a esta prioridade estratégica. O estudo evidenciou uma visão dos clientes que vai ao encontro da mudança de paradigma do Marketing Transaccional para o Marketing Relacional, valorizando este último. Fornece ainda alguns contributos que poderão ser considerados na empresa pelas equipas de marketing e de vendas, permitindo ajustar estratégias às necessidades e expectativas dos clientes, tendo em vista a sua fidelização.
Nowadays, companies live in a global context that is becoming more competitive every day. This situation, implies redefining their positioning and marketing/ sales strategies in order to keep up with this dynamic and uncertain market. The continuous search for innovative projects is now extremely necessary (almost mandatory) to reinforce their competitive advantages. The clients have become the most precious good in any company, that is why it is crucial to preserve and constantly answer/prevent their needs. The main goal of this investigation is to analyse the importance of the transition from traditional marketing to relationship marketing in the B-to-B market, focusing on customer loyalty, supported by continuous training events that will reinforce this long term relationship. To this end, a research based on this concepts was carried out trough the study of Hoya Faculty continuous education event, conducted by the Iberian subsidiary of Hoya Corporation. For this purpose, a quantitative methodology was adopted through the use of an online questionnaire, conducted to Spanish and Portuguese clients who participated in the 2015/2016 and 2018/2019 events, in order to investigate their perception about this strategic priority. This study showed that the clients agreed to change the vision of the paradigm of the transitional marketing to the relationship marketing. The study also gave some insights that can be used by the companies marketing and sales teams, helping them to adjust the strategies of customer needs and expectations, focusing on loyalty.

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Hsueh, Li-Hui, and 薛立彙. "The customer participation Research of relationship marketing and customer loyalty." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/69399746324859356657.

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碩士
中國文化大學
國際企業管理研究所
93
This research could plan in view of relationship marketing to perform to the customer participation independence of influence effect with each construction surface to discuss. Furthermore, take customer loyalty as intervening variable, clear the relations from independent variable the relationship marketing with dependent variable customer participation. The questionnaires of this research is sent by the way which personally provides. There are two parts in the aspect of transmission of questionnaires. The first part of questionnaires is about relationship marketing and customer loyalty, by randomly selectes a customer to fills in answers; The second part of questionnaires is about team customer participation, by each hairstyle designer fills in answers.This research altogether sends out 700 to sound out somebody the questionnaires. The first and the second part of the questionnaires returns effective sample altogether 632, the effective returns-ratio is 90.29%. After returning the questionnaires, we examines it by the descriptive statistics analysis, the confirmatory factor analysis, the Cronbach α reliability analysis, the correlation analysis, the linear structure relation analysis. The result this research discovery, in the aspect in the relational marketing to the customer participation, the financial bond, the social bond and the structural bond all has to the co-production to the influence; The social bond and the structural bond provides to the information provision all has to the influence. In the intermediary effect aspect, the customer loyal (purchase loyalty and attitudinal loyalty two constructions surface) in the financial bond and the attendance, the financial bond and the co-production, the social bond and the co-production, and the structural bond and the attendance an intermediary effect.

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Wang, Yi-Jung, and 王藝蓉. "The Relationship between Structural Bond and Customer Loyalty in Customer Relationship Marketing." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/94031535283459287014.

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碩士
中國文化大學
國際貿易學系碩士班
96
The relationship marketing is one of the important marketing strategy of building a long term relationship with customers. Therefore, relationship marketing has been gaining greater attention from marketing scholars and practitioners. An important objective of relationship marketing is building strong bonds with customers. Existing literature shows that relationship bonds is positively correlated with customer loyalty. Nevertheless, the definition of customer loyalty in previous research focused solely on behavioral dimension. Research has shown that loyalty showed be composed of cognition, feelings, intension, and behavior. Therefore, the purpose of this study is to investigate whether or not we can increase the level of cognitive loyalty, affective loyalty, conative loyalty, and action loyalty through structural bonds at the same time. The data source of this study is the customers of banking industry. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed and valid questionnaires were returned. The results show that structural bonds is positively and significantly correlated with cognitive loyalty, affective loyalty, and conative loyalty, supporting our hypotheses. However, structural bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. Finally, the theoretical and practical implications of this study and future research suggestions are discussed.

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Chang, chia jung, and 張嘉容. "The research of relationship marketing, relationship quality and customer loyalty." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/66786151549243634121.

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碩士
中國文化大學
國際企業管理研究所
99
Today's society is innovative environment, affecting customers' consumer habits. For service businesses,we said customer-oriented that is the business response to customer's feelings and needs timely and quickly is current trend, if an enterprise through relationship marketing to establish good relations with its quality, when the degree of integration to the customer relationship marketing and business more closely , the customer's positive behavioral intentions will be higher, and it can strengthen the relationship between customers and enterprises, and thus to obtain long-term competitive business advantage. Literature cited by the logic of reasoning and found that the customer behavior intentions for relationship marketing between the two is influential, but there is still lack of relevant literature findings, further research were needed. Therefore, relationship marketing and customer behavior for the relationship between intention to be explored, and use the relationship quality as intervening variables, to clarify the independent variable of relationship marketing and customer behavioral intentions dependent variable relationship. In this study, selected department stores through a questionnaire survey to collect information on the study sample, the consumer has been in the department store's customers were the target respondents, through the respondents' answers, in order to understand the three dimensions of the measuring relationship. A total of 320 valid questionnaires were obtained, the effective rate of 88%. In statistical analysis, use to descriptive statistics , Cronbach's α reliability analysis, correlation analysis and path analysis for hypothesis testing. The results showed that relationship marketing (financial bond, social bond, structural bond)to customer behavior intention has a significant positive relationship to the results, the relationship quality (satisfaction, trust) in relationship marketing and customer loyalty intermediary results.

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Liu, Yi-Hsien, and 劉誼賢. "The Relationships among Guanxi, Relationship Marketing and Customer Loyalty." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/97114888757576464846.

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碩士
淡江大學
企業管理學系碩士在職專班
101
The word "Relationship" in Chinese culture has rich and diverse meanings, and its concept is different from that in Western society. The international academic community even translates "relationship” into “Guanxi," based on its Chinese pronunciation. In recent years, as China has arisen in the global economic arena, many international companies doing business in China found “Guanxi” plays a vital role in determining the success of commercial activities, and that “Guanxi” is closely connected with human relations. Therefore, the academic field is very concerned about China''s commercial personal relationships, for they play important roles in reducing the uncertainty of enterprises, in improving the supply capacity, response capabilities and business performance, and it will also help to reduce the opportunistic behaviors between enterprises and providers, influencing gray marketing behavior. In relationship-oriented Chinese society, how to create and use both personal and business relationship is very important. However, in empirical studies, previous researchers only used connection bonds to analyze relationship effects, and rarely did they make connections between “Guanxi,” “Relationship Marketing” and “Customer Loyalty.” Owing to this, this study targets on the general public who have the experience of opening an account in financial markets or commodity exchanges. Three hundred and forty questionnaires were distributed, with 308 valid. By applying descriptive statistics, validity analysis, and reliability analysis, partial least square method, the major findings are as follows: 1. Guanxi has a positive impact on Relationship Marketing. 2. Relationship Marketing has a positive impact on Customer Loyalty. 3. Guanxi has a positive impact on Customer Loyalty.

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Liu, Wei-Liang, and 劉韋良. "Relationship of Content Marketing Among Customer Satisfaction, Customer Perceived Value and Customer Loyalty." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/x7sttg.

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碩士
國立中興大學
企業管理學系所
106
The purpose of this study is to explore the impact of content marketing on customer perceived value, customer satisfaction, and customer loyalty. According to previous literature, customer satisfaction increases will cause customer loyalty increase and customer perceived value increase will cause customer loyalty increase. Hence, This paper specifically discusses whether companies through content marketing can increase customer satisfaction and customer perceived value through content marketing, and then increase customer loyalty to make the company earn more customers. Using online questionnaires, the analysis found that the most effective target group is young people aged 23 to 27, the impact on women is higher than men, and university-educated people are relatively better able to understand the information delivered by content marketing. Beside customer with higher frequency of viewing advertisements also have higher customer satisfaction, customer perceived value, and customer loyalty. After the company understands the target group, it can put the target of content marketing on young people, and it will get a higher hit rate and resonance. The company indirectly promotes customer loyalty through the content marketing, to increase customer satisfaction and customer perceived value. After the company increases customer loyalty, it can make the company have more customers, maintain good relationships with old customers and establish new relationships with new customers, and also the company always regards increasing loyalty as one of its long-term goals.

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Shao-ching, Chang, and 張韶靖. "The Effect of relationship marketing on customer perceived value and customer loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/39127140604340985292.

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碩士
中國文化大學
國際企業管理研究所
95
The popularity and development of the Internet science and technology has influ-enced the behavior and values of consumers. The role of consumers has been changed from a passive market accepter to an active market provider. Customerized service and customer-oriented relationship marketing provide the consumers’ demand of quality as well as diversified choices of which ensure the consumption satisfaction and long-term mutually beneficial relationship. This research aims to discuss if the educational marketing ways which perceived value brought to the customer can establish the customer loyalty of customers. (1) Cus-tomer perceived value is positively related to customer loyalty. (2)Customer perceived value and relationship marketing is positively related to customer loyalty.

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Tsuei, Ya-Jie, and 崔雅潔. "Obstetric Services Experiential Marketing, Relationship between Customer Satisfaction and Loyalty." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/92633637324942727279.

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碩士
義守大學
醫務管理學系
101
General background information and purposes of research: The National Health Insurance has been launched since March 1995, and innovative reforming policies have also been continuously promoting. Hospitals are facing crucial challenges of financial resources under the circumstances of standards of payment and limited medical resources. Late marriages have been a trend, and therefore the birth rate has been declining year by year. Facing low fertility, the department of Obstetrics and Gynecology must be competitive. As a result, it is very important for Obstetrics and Gynecology to think about how to stand out above numerous competitors, to remain sustainable, to find out distinctive features of the market; meanwhile to take hold of the realm of market, and to explore potential customers with marketing strategies in order to survive. A long-lasting and solid interactive relationship between hospitals and customers is an essential asset for medical organizations comparing with other competitors. Research materials and methodology: This thesis is a Cross-Sectional study, and uses Questionnaire Survey. Based on the five strategic experimental models evolved by Schmitt , the structure of questionnaire consists of five dimentions: Sense, feel , think, act and relate. The degree of satisfaction and loyalty are also included. The method is convenient sampling of non-probability sampling. Research subjects are postpartum women of Kaohsiung City. 350 customers are recruited to take part in the research after explaining the research purposes. The statistical analysis software SPSS 19 and AMOS 21 are used to analyze the outcome of the questionnaire. Results: The test of model and the analysis of path results show that a good mode fit is obtained with deletion of acting and relating dimension. Index value is : chi-square distribution=513.255, degree of freedom=223, chi-square/degree of freedom=2.302, GFI=0.862, AGFI=0.830, RMSEA=0.065. The Think-dimension has positive and obviousinfluences on satisfaction,and Sense-dimension influences satisfaction. Feel-dimension influences satisfaction positively, and satisfaction has a positive influence on the loyalty. Conclusions: In order to fulfill the purposes of medical marketing, the managers of medical organizations must strengthen the sense, feel and think dimensions of customers in the hospitals, at the same time, elevate the satisfaction and loyalty of customers toward hospitals. We suggest that the managers initiate marketing strategies proper to medical customers to reinforce act and relate-dimension.

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Chao, Tsu-Kuo, and 趙祖國. "A Cass Study on the Relationship Marketing and Customer Loyalty." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/95091724422979544315.

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Hui, Jen, and 吳振輝. "The Relationship among Customer value , Experiential Marketing , Satisfaction and Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/61376467466123817251.

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碩士
逢甲大學
經營管理碩士在職專班
95
This research aims at probing into the relationship of experiential marketing, customer value, customer satisfaction, customer loyalty ; this research devised The Chinese professional baseball questionnaires, and use it for this research’s tool. Send out 420 questionnaires altogether, and analysisd 399 qualified program counter storage with SPSS by statistic analysis including descriptive, t-Test, one-way ANOVA, Pearson product-moment correlation, Stepwise regression, Path analysis. The results indicate the following several conclusions: 1. Different age and the educational background reflected experiential marketing,customer value, customer satisfaction and customer loyalty. 2. There was obviously a relationship with the “experiential marketing, customer value customer satisfaction and customer loyalty.” 3. Forecast in front of the aspect (1) experience marketing line the expectation may effectively forecast the customer value (2) experiencemarketing actual experience may effectively forecast the customervalue (3) customer value assumes to the degree of satisfaction reveals the frontage to affect (4) customer degree of satisfaction to assume to the customer loyalty reveals the frontage influence

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Fan, Wen-Ju, and 范雯茹. "The Influence of Hairdressing Industry's Relationship Marketing on Customer Loyalty." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/44698287745569661683.

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碩士
大葉大學
人力資源暨公共關係學系
103
This study investigated the influence of non-chain hairdressing industry’s relationship marketing on customer loyalty among non-chain hairdressing industry’s customers. Besides, it examined the mediating effects of relationship quality between relationship marketing and customer loyalty. Primary data were collected through convenience sampling, and a total of 312 valid questionnaires were obtained. Descriptive statistics, factory analysis, reliability, validity, t-test, one-way ANOVA, regression analysis and mediation causal steps test model were used to analyze the data. The results showed that: (1) Relationship bond has a positive influence on customer loyalty. (2) Relationship bond has a positive influence on relationship quality. (3) Relationship quality has a positive influence on customer loyalty. (4) Relationship quality is the mediator between relationship bond and customer loyalty, and the partial mediation occurred. Finally, theoretical and managerial implications were discussed based on above results.

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陳冠全. "A Study of the Relationship between Experiential Marketing, Customer Loyalty and Customer Satisfaction." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/49483693037491356159.

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碩士
國立政治大學
廣告研究所
94
Experiential marketing is an important trend while stepping into the age of experience economy. However, reference in the past lack of specific discussion and empirical study regarding experiential marketing, customer loyalty and customer satisfaction. That’s what motivated this research. To expand the epistemic field of experiential marketing, the research used Strategic Experiential Modules of experiential marketing as the independent variable and customer loyalty and customer satisfaction as the dependent variable to explore the relationships between experiential marketing and customer loyalty and customer satisfaction. The research data was collected by internet questionnaires, which were completed by those who had experienced or participated in SBL games (convenient sampling). By recruiting volunteers on BBS basketball boards, 326 questionnaires were collected. 317 completed questionnaires are considered valid. The valid response rate is 97.54%. The data analysis adapted Cronbach’s α reliability analysis, descriptive statistics, correlation analysis, one-way ANOVA and multi-regression to verify the hypotheses. The research results indicate that the five dimensions of Strategic Experiential Modules are all positively related to customer loyalty and customer satisfaction. Sense and relate experience are positively related to customer loyalty. Feel, think and action experience are positively related to customer satisfaction.

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40

Chen, Lin Hsin, and 林秀貞. "The Study Of The Relationship Between Experiential Marketing And Customer Loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/07199008673989667412.

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碩士
東吳大學
企業管理學系
92
The Study is focus on the relationships among experiential marketing, customer satisfaction and customer loyalty.The concept of experiential marketing is according to the research of Schmitt (1999).There are five dimensions in his study: the senses, feelings, thinking, acting and relating. My research objects are four famous coffee chain sotres in Taipei: Starbucks Coffee, Dante Coffee, IS Coffee and Barista Coffee. I use convenient sampling to arrange my questionnaires. Research Methods are factor analysis, correaltion analysis, regression analysis and descriptive statistics.The conclusions of this research are summarized as following: 1. The feelings and the relating both have significantly positive influences to customer satisfaction. 2. Customer satisfaction has significantly positive influence to customer loyalty. 3. The relation experience has greatest influence to customer satisfaction.

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Wang, Yu-Chen, and 王余真. "The Effect of Relationship Marketing and Customer Loyalty on Organization Performance." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/84690036639787272764.

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碩士
國立彰化師範大學
企業管理學系國際企業經營管理
100
With the diverse change of marketing, buyers and sellers are no longer the simply transactional relationship, but cooperative partnership or strategic partnership. Such a change emphasizes the relationship among suppliers, customers, and competitors in the competitive business environment so as to master the preliminary information or the opportunity for cooperative investment and to cope with the rapid change of the market. Relationship marketing has been discussed in service industry since 1990s and is now a prominent subject in marketing. Based on the dimensions in relationship marketing, this study tends to discuss the effects of relational benefits on customer loyalty and operational performance. Questionnaire survey is utilized for data collection, where the marketing personnel, sales representatives, medium- and high-level managers, and entrepreneurs in companies with B2B marketing style are the research subjects. The collected data are further analyzed with Correlation Analysis and Regression Analysis for understanding the effects of relational benefits on customer loyalty and of customer loyalty on operational performance. After analyzing 234 effective questionnaires, the major findings of this study were summarized as (1) Relational Benefits are correlated and effect Customer Loyalty positively. and (2) Customer Loyalty is correlated and effect Operational Performance positively. This study also inferred that Relational Benefits are indirect factors of Operational Performance, therefore Relationship Marketing outcomes effect Operational Performance. This study proposed relationship marketing is value to business community to improve their performance. The research outcomes are expected to be the reference for the marketing personnel, sales representatives, medium- and high-level managers, and entrepreneurs in companies with B2B marketing style.

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42

Wang, Yun-Peng, and 王蘊澎. "A Study of Applying Customer Relationship Marketing to Investigate Pawnor’s Loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/83438011176365772925.

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碩士
逢甲大學
經營管理碩士在職專班
97
This research takes one chain pawn shop as a major object. By discussing whether there is any positive connection between their prices, interests, efficiency, indentifying ability, brand image, and risk or indirect influence such as pawning for another time, recommending to others, and intercrossing purchasing attitude. Hoping through this research, we could understand their merits and disadvantages and give some suggestions for their future development. By polling pawnors of this chain pawn shop and verifying the survey, we concluded the following: 1. Client’s Satisfaction: Price itself and interests have great influences to customers. When pawned item is appreciated by pawnbroker or pawn shop offers a lower interest rate, the pawn shop gets higher satisfaction from their customers. Besides, the most attractive merit is their efficiency. Better efficiency leads to better satisfaction. Despite having good indentifying ability, for those customers who are under emergency situation, unsatisfactory interests don’t always effect positive connections between indentifying ability and Client’s Satisfaction. 2. Trust: Indentifying ability, brand image, risks, and client’s satisfaction have great influences on degree of trust. Taking chain pawn shops for example, better brand image always means lower risks and better indentifying ability leads to higher satisfaction. These factors lead to pawnor’s positive assessment. 3. Client’s loyalty: Pawnor’s satisfaction has positive influences on trust level, customer return and word-of-mouth. Pawnor’s trusting level also has positive connection on customer return and intercrossing purchases, but no positive connection on word-of-mouth.

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43

Mei-JuLin and 林鎂茹. "Understanding e-Commerce Customer Loyalty: A Value-driven Relationship Marketing Perspective." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/t89996.

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44

Cheng, Shao-Tai, and 鄭紹旲. "The Effects of Relationship Marketing on Customer Loyalty in Online Bookstore." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/wmur28.

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碩士
銘傳大學
傳播管理研究所碩士班
96
The advanced information technology has provided consumers with a new channel for the exchange and gathering information. Under the development of network, is relationship marketing an excellent instrument in virtual channel or is it unable to apply in the network time anymore? This research hopes to study the influence of customer loyalty by relationship marketing bonds and the relation between relationship marketing bonds and customer loyalty in the online bookstores industry. The goals of this research are as follows: first, to study influence of customer loyalty by financial relational bonds in the online bookstores industry; second, to study the influence of customer loyalty by social relational bonds in the online bookstores industry; third, to study the influence of customer loyalty by structural relational bonds in the online bookstores industry; finally, managerial implications of findings are also discussed. The final research result shows that the influences of customer loyalty by financial relational bonds and structural relational bonds in the online bookstores industry are positive. Structural relational bond has a statistically significant effect on customer loyalty.

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Shih, Wan-Yu, and 施宛妤. "Relationship among Experiential Marketing, Customer Satisfaction, and Customer Loyalty – The Case of Smart Phones." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/69325659312827829961.

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碩士
實踐大學
企業管理學系碩士班
100
With the technology and era development, people more care about efficiency, quickness and convenience. For ITC industry, everyone get own mobile phone. In addition, smartphone's multi-functional and software highly integrate; let dependence of smartphone's client highly increase. In 1990 proposed by Schmitt, point out strengthen the customer experience, are also strengthen brand equity and value. Corporate Marketing should tend to extension Experiential Marketing, this type of marketing that use Customer-oriented also build up brand image for company long term competitiveness. Besides, Customers for now want more, more sensory attention also can stimulate sensor’s product or marketing case. This study examines the relationship among three constructs: experiential marketing, customer satisfaction, and customer loyalty. We use quantitative data to verify the model and examine the relationships among five sub-constructs of experiential marketing: sense, feel, think, act, and relate. This study uses online survey and paper questionnaire to collect samples. A total of 532 valid questionnaires were collected. The analysis tool, SPSS, is used to verify the hypotheses proposed in this study. The methodology of this study includes factor analysis, canonical analysis, regression analysis, and descriptive statistics analysis. The study results show that demographic variables have partial impact on experiential marketing, experiential marketing has a significant impact on customer satisfaction, and customer satisfaction has a significant impact on customer loyalty.

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Lung, Lin-Yu, and 林裕隆. "The Impact of Customer Satisfaction and Relationship Marketing to Customer Loyalty in B2B Transaction." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/36517689309615055033.

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碩士
中原大學
企業管理研究所
101
Due to the fact that the gradually increasing competition in the repair industry of semiconductor equipment, the customers have higher requests for the cost control, product qualities and technical requirements. How to maintain the loyalty and satisfaction of customers is an important issue for the industry managers. For the enterprises, the customers’ loyalty is one of the important factors that will affect the competitiveness. Because the services between enterprises and enterprises compared to the normal customers are more complicated, except for considering cost, service qualities and maintenance skills, the communication and the relationship marketing play one of the important roles in the transaction. Generally speaking, the better services the companies provide, obviously the customers will have higher satisfaction and loyalty. The research discusses the influences on customers’ satisfaction and loyalty of relationship marketing, from the point of view of the business to business. The objects of the study are Taiwan semiconductor equipment repair industries. And the data collecting is through the questionnaire. The main purpose is discussing the factors of equipment repair industry market relationship marketing. According this study, we can understand the impacts of relationship marketing and customer satisfaction and the affecting degrees on customer loyalty. This study further examines the business-to-business relationship marketing have significant differences. By the method of questionnaire from North, Central, and South Science Park, we can analyze the influence factors in relationship marketing. Analysis of each dimension variable in multiple regression to explore, high-tech industries to the dimensions of the different factors to variance analysis. In general, most of the semiconductor equipment repair industries will occupy the market by lower price. However, it will let customers worry about the lower price is not equal to the good quality. This research is to change and enhance the enterprise of other services such as relationship marketing or other services and management to improve customer loyalty. Therefore, in strategy, in addition to prices, the sales’ relationship marketing and professional training should be improved to strengthen service qualities. The strengthen of the engineers’ repair technology, the operation environment and management process should be improved to enhance the customer loyalty and lift its core competitiveness and image. According to the results of this study, it shows that the customer satisfaction has significant relationship with customer loyalty; the relationship marketing has no interference to the customer loyalty. But factors and customer satisfaction: customer service and product quality, make into the validated model regression. The relationship marketing on customer loyalty has the main effect, and its influence is higher than the quality of the products, but is less than customer service. So we can know the relationship marketing influence customer loyalty, and plays an important role. This study can offer references to the semiconductor equipment repair industries and finally discuss in connection with management connotation, and offer the continuing suggestions.

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Chang, Kuang-Yao, and 張光堯. "Research on Customer Relationship Marketing and Customer Loyalty of the Precision Machinery Manufacturing Industry." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/85809897810842110288.

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碩士
靜宜大學
管理碩士在職專班
102
In recent years, the precision machinery and equipment manufacturing industry has evolved from traditional machining machine tools, industry-specific machines, automatic conveying equipment and programmable machining machines, etc, to the present multiple-axis cutting Center for machine tools, and the specialized, automated equipment and process equipment tailored to the semiconductor and optoelectronic industry. Since the Government has made great efforts to foster TFT-LCD optical industry, TFT-LCD panel makers have also been encouraged to develop manufacturing facilities to reduce the demand on relying imported equipment. Many local precision machinery manufacturers have also taken the advantage of a slew of input TFT-LCD optoelectronic equipment supply, thus forming an industry settlement. From this development process, we have noticed that the TFT-LCD panel makers of every House seem to have its own specific equipment suppliers. Because of this unique partnership between each other, we want to delve in. When in the wake of this unique partnership is most directly associated with "relationship marketing" approach, we want to know about "precision machinery and equipment manufacturers" use what relationship marketing practices and the practices associated with customer loyalty.

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Hsieh, Li-Chuan, and 謝麗娟. "Exploring industrial marketing strategy and customer loyalty: Take company A as an Example." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/zeyeuc.

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碩士
亞洲大學
國際企業學系
104
This study attempts to evaluate the impact of industrial marketing strategy from the innovative cooperative manufacturer’s perspectives and buyers’ perspectives. In a highly competitive environment, marketing strategic management is one weapon for many firms to survive in the marketplace. Valuable strategic marketing enable a firm to obtain a dominant position and gain higher profits. Therefore, this study attempts to develop a theoretical model based on qualitative research to explore the strategic industrial marketing deal with overt cost per utility, information searching cost, moral hazard cost, and asset specificity cost. In order to examine the applicability of the proposed theoretical model, this study further conducts a quantitative research based on the qualitative research and collects primary data from customers and employees of cooperative manufacturer. The statistical techniques adopt contain descriptive statistics and qualitative comparative analysis using fuzzy sets qualitative comparative analysis (fsQCA). The results indicate that overt cost per utility, information searching cost, moral hazard cost, and asset specificity cost have significant effect on customer loyalty. There are three causal configurations found to be sufficient for high customer loyalty from the innovative cooperative manufacturer’s perspectives and buyers’ perspectives, but two of causal configurations based on innovative cooperative manufacturer’s perspectives are differ from buyers’ perspectives.

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49

Wu, Chen-Wei, and 吳晨瑋. "Linkages between relationship marketing, customer satisfaction and loyalty in maritime forwarding industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/8624v6.

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50

Chang, Wan-Ling, and 張婉玲. "The relationship between digital marketing and customer loyalty in Taiwanese Beverage Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/89864242801396868033.

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碩士
世新大學
傳播管理學研究所(含碩專班)
100
Beverage marketing increases constantly by years and consumer preference on choosing beverage shows a various ways as well. Therefore, this paper is focused on Taiwan function beverage to figure out the relationship among demographic variables drinking frequency, digital marketing strategy and customer loyalty by questionnaire survey ,study area concentrates on consumers live in north Taiwan (Keelung, Taipei, Taoyuan, HsinChu, Miaoli), sent out 550 copies, 440 were recovered. This research found that demographic variables, especially occupation, monthly income, have significant differences in digital marketing strategies; Consumers monthly income below NTD 20,000 particularly shows a significant difference in digital marketing strategies. The frequency of drinking function beverages has a significant difference in digital marketing; Mid drinkers have show a significant difference than heavy and mild-drinkers. Drinking frequency in the past month has a significant difference in customer-creat-content marketing strategy and mobile marketing.strategy. Mid-internet users have a significant difference in a virtual community marketing strategy, customer-creat content marketing strategy, blog marketing and mobile marketing strategy. In conclusion, virtual community marketing strategy, customer-create contents marketing strategy, mobile marketing strategy and game marketing strategy have significant affections in customer loyalty; Mobile marketing strategy specially has a signification in customer loyalty. This research is helpful for beverages industry to make an appropriate marketing strategy also contributes on consumption behavior theory, marketing segmentation theory.

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Dissertations / Theses on the topic 'Industrial marketing. Relationship marketing. Customer loyalty'

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