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Dissertations / Theses on the topic 'Relationship marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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1

Lönnberg, Annie, Elma Macanovic, and Izabelle Pettersson. "Negative Effects on Trust in B2B Relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53416.

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Background: The concept of relationship marketing is a continuously growing research area in the field of academic research. A topic being widely discussed is which factors builds trust and the importance of having trust in business-to-business (B2B) relationships. However, there is a lack of research in the field of which factors have a negative effect on the level of trust in business relationships. Purpose: The purpose of this study is to explain which factors are crucial to maintain trust in a B2B relationship. Focus: The focus in this study is on trust in B2B relationships. Particularly h
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deVries, Rosalyn, and rosalyndevries@yahoo com. "Determinants of business-to-business relationship quality in a financial services context." RMIT University. Graduate School of Business, 2009. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20091020.092918.

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Building and maintaining business relationships is becoming increasingly important as organisations seek to improve their competitive advantage by entering long-term relationships with strategic business partners. It is suggested that the quality of the relationship determines the likelihood of maintaining an ongoing relationship between buyers and sellers. Research in the area of business-to-business relationship quality is still in its infancy with limited agreement of the dimensions of relationship quality or even the definition of relationship quality in a business-to-business context.
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Nordlöf, Jessica, Matilda Svensson, and Emily Frost. "Relationship Marketing in the Travel Industry : A Two Sided Perspective." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11560.

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<p>The purpose of this thesis is to analyze how Stockholm based travel agencies understand and use relationship marketing and how it is perceived by customers.</p><p>Relationship marketing is defined by Grönroos as a building of relationships with customers to achieve mutual benefits. Four main objectives of relationship marketing were used to contextualise the term: service quality, personalisation, differentiation, and communica-tion.In order to answer the purpose, the authors have chosen to interview three travel agen-cies that focus on offering tailor made travel for different target group
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Wachner, Trent. "Relationship strategies over the customer relationship lifecycle the differential effect of individual versus organizational relationships /." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Spring2008/t_wachner_042108.pdf.

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Harker, Michael John. "Relationship marketing : the customer's perspective." Thesis, Nottingham Trent University, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251244.

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Tse, Sin Yan. "Two essays on interfirm relationship management." HKBU Institutional Repository, 2019. https://repository.hkbu.edu.hk/etd_oa/679.

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Marketing channel research has relied on a variety of theoretical perspectives to understand interfirm relationship management and governance processes between a buyer and a seller, such as a supplier and a distributor. However, conclusions arising from different theoretical perspectives sometimes can be controversial. For example, both the economic approach and the sociological approach that conventionally dominate extant marketing channel research encourage firms to commit to existing relationships. Seeking new partners increases transaction costs, and therefore can harm incumbent relationsh
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Alnaini, Husam Mustafa Abdallah. "Relationship Marketing in the Jordanian Internet Sector: The Inclusion of Switching Behaviour and Relational Bonds into Relationship Marketing Model." Thesis, Griffith University, 2012. http://hdl.handle.net/10072/367581.

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Relationship marketing has been viewed as a key to the success of business companies, especially with the growing understanding that acquiring a new customer is more expensive than maintaining the current one. Although keeping customers loyal is a critical objective of relationship marketing, there is limited agreement on which antecedents could be used to achieve this aim. The essence of this research is the development of a more encompassing model of relationship marketing based on a review of the literature, and the empirical investigation of this model. Specifically, the research investiga
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Marques, Susana Regina Bacelar de Vasconcelos. "Creating value through relationships : a critical contribution from Social Marketing." Thesis, University of Stirling, 2008. http://hdl.handle.net/1893/498.

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Relationship marketing provides a new foundation for thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. It seems to have a lot to offer to social marketing, however, despite its potential, the social marketing field is responding slowly to relational thinking. This research demonstrates that relationship marketing helps social marketing and that its absence seriously undermines the field. Our examination is critical because it de-constructs the transactional paradigm and shows how its logic is incapable of respo
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Davis, Peter Rex, and p. davis@curtin edu au. "The Application of Relationship Marketing to Construction." RMIT University. School of Economics, Finance and Marketing, 2006. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20061010.122434.

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Relationship Marketing is relatively unknown in construction, but is widely researched in non project disciplines and applied similarly. Relationship marketing as a sub-component of marketing provides valuable and reliable tools that a manager can use to enhance a service that is being provided to a range of clients. It provides a better solution to client interaction than traditional marketing due to its focus on mutual attainment of common goals. The purpose of relationship marketing is to attract new clients and ensure that existing clients are looked after in a collaborative
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Cobos, Liza. "ASSESSING THE WEB-BASED DESTINATION MARKETING ACTIVITIES: A RELATIONSHIP MARKETING PERSPECTIVE." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2622.

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Innovations in information technology have played an important role in the way business is conducted. Technology innovations have great impact on tourism destination marketing organizations such as convention and visitor bureaus, since they are highly dependent on information and timely distribution of it to the public. Information technology innovations such as the Internet allow CVBs to perform their marketing functions in a more efficient manner. The implementation of web-based marketing functions is impacted by organizational characteristics that either foster or hinder their implementatio
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Witzel, Rüdiger. "Relationship Marketing in der Pharmazeutischen Industrie /." Wiesbaden : Dt. Univ.-Verl, 2006. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014871224&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Worthington, Steve. "Affinity credit cards and relationship marketing." Thesis, Staffordshire University, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.402436.

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劉偉文 and Wai-man Lau. "Relationship marketing: the case of Cathay Pacific Airways." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B3126895X.

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Atkinson, Mark L. "Relationship marketing elements in radio station Websites." Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=3278.

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Bannon, Declan Peter. "The application of relationship marketing to politics." Thesis, University of the West of Scotland, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.494771.

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The purpose of this study is to explore the application of relationship marketing to politics in the Scottish political arena. Exploratory expert interviews were used as the basis of inducing the relevant marketing issues to be addressed. The thesis contributes to the body of political marketing knowledge by focusing particularly on relationship marketing, market segmentation and voters' motivations. Exploratory interviews, semi-structured interviews and focus groups were subsequently used to investigate these issues with relevant academics, politicians, political campaign managers, political
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Angard, Seeta R. "The multidimensionality of trust in relationship marketing." Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/213.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.<br>Bachelors<br>Business Administration<br>Marketing
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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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Choi, Du Sig. "Relationship marketing in the Korean electronics industry." Thesis, University of Leeds, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.399915.

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Barnes, Bradley Richard. "Relationship marketing and the medium sized enterprise." Thesis, University of Leeds, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.274826.

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OLIVEIRA, MANOELA BRANDAO DE. "RELATIONSHIP MARKETING: CROSS-SELLING ON MOBILE TELECOM." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24474@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Com rápido crescimento nos últimos anos, o mercado de telecomunicações está ficando cada vez mais saturado. Como a comunicação tradicional por meio de serviços de voz já é amplamente utilizada, as operadoras têm enfrentado dificuldades em atrair novos usuários. Neste cenário, as operadoras têm direcionado cada vez mais esforços nas ações de cross-selling para rentabilizar sua base de clientes, oferecendo e estimulando o uso de novos serviços. Nesta pesquisa, serão utilizados dados existentes no banco de dados de uma operadora de telefonia m
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Boonnark, Kittisorn. "Customer loyalty in health care relationship marketing." Thesis, Griffith University, 2022. http://hdl.handle.net/10072/412413.

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Relationship marketing stands at the frontline of marketing study and practice, in which the concept of customer loyalty is dominant. Likewise, health care, a human-centric form of service, is at the forefront of service sectors that warrant the enduring development of individuals, society, economy, and nation. Customer loyalty within the health care industry is explored by this research through the lens of relationship marketing. Transferring the marketing concepts into the health care domain requires the process which is complicated for many reasons due to the complexity of the context, as w
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Palmatier, Robert W. "How exchange inefficiency and relationship quality mediate the influence of relationship marketing on performance : the critical role of customer relationship orientation /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3144448.

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Stavros, Constantino, and n/a. "Relationship Marketing in Australian Professional Sport: An Organisational Perspective." Griffith University. Griffith Business School, 2005. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20090522.165115.

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Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relation
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Stavros, Constantino. "Relationship Marketing in Australian Professional Sport: An Organisational Perspective." Thesis, Griffith University, 2005. http://hdl.handle.net/10072/367556.

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Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relation
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Lau, Choi Ping. "The roles of trust and relationship commitment in buyer-seller relationships in the Chinese context." HKBU Institutional Repository, 2000. http://repository.hkbu.edu.hk/etd_ra/229.

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Granfeldt, Sandra, and Inez Nastasi. "Relationship marketing for auditors : A qualitative study on how SME auditing firms practicerelationship marketing." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39886.

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Background: Previous research show that there is a need for marketing strategies in SMEs that offer professional services, such as auditing firms. Also, the combination of marketing and auditing is a fairly new concept, due to legal and ethical regulations. Besides, since marketing and auditing have different business functions, it can be challenging for the auditors to practice marketing that does not discredit the profession. Lastly, the new competitiveness in the industry, calls for a need for marketing but since these SMEs lack in resources it is believed that relationship marketing can be
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Lau, Wai-man. "Relationship marketing : the case of Cathay Pacific Airways /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19878023.

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Costa, Geverson Custódio. "A prática relacional existente entre um fabricante e seus distribuidores e a percepção de valor do relacionamento na díade." reponame:Repositório Institucional da UCS, 2013. https://repositorio.ucs.br/handle/11338/137.

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Os relacionamentos interorganizacionais têm despertado inúmeros estudos de marketing sobre o tema Marketing de Relacionamento. Este trabalho aborda como as dimensões do marketing do relacionamento podem influenciar na percepção do valor do relacionamento, buscando ampliar os benefícios e redução de custos para os envolvidos no canal de marketing. Como o sucesso ou fracasso de um relacionamento não pode ser expresso simplesmente a partir da perspectiva de uma única organização, caso contrário, poderá ser percebido de forma diferente pelas duas partes, este estudo se propõe a fazer uma avaliaçã
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Rossiter-Hofer, Adriana. "Determinants of customer partnering behavior in logistics outsourcing relationships a relationship marketing perspective /." College Park, Md. : University of Maryland, 2007. http://hdl.handle.net/1903/6754.

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Thesis (Ph. D.) -- University of Maryland, College Park, 2007.<br>Thesis research directed by: Business and Management: Logistics, Business & Public Policy. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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Kansell, Jens, and Fredrik Jonsson. "Sport consumers’ attitudes towards relationship marketing – The case of Brynäs IF." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-18882.

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Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings
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Myhr, Hampus, and Dueñas Alejandro Pérez. "Marketing in start-ups : A case study of business relationship development." Thesis, Uppsala universitet, Industriell teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-446586.

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Business relationships are crucial for succeeding in the market for companies. Therefore, start-ups must focus on establishing business relationships early on, since these naturally do not exist for new players. The purpose of this thesis is to understand how start-ups work in order to establish business relationships. This will be analysed through six key elements from literature that are necessary for start-ups to consider in relationship marketing for surviving in the market, namely trust, commitment, communication, mutual benefits, long-term perspective, and customer service. The thesis us
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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Thesis, Curtin University, 2003. http://hdl.handle.net/20.500.11937/442.

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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with
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Pressey, Andrew D. "International relationship marketing : an investigation of the stages of industrial inter-organisational relationships development with an examination of the influence of national culture." Thesis, University of Bedfordshire, 2000. http://hdl.handle.net/10547/338906.

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The current literature indicates that research concerning the area of industrial interorganisational relationships (lORs) and relationship marketing (RM) in an international context is growing in size as well as importance, and is regarded by many as constituting a paradigmatic shift in contemporary marketing thought. The study of lORs, however, has suffered from empirical neglect, particularly in an international context. The extant literature is unclear concerning the development process of relationships. In particular, the antecedents of commitment in affectively committed relationships (po
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Tontoh, Anthony, and Yaw Opoku Gyamfi. "MAINTAINING CUSTOMER RELATIONSHIP IN BUSINESS-TO-BUSINESS MARKETING." Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-463.

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<p>The relationship between organizations and their customers is a critical issue when establishing a long-term relationship. It is difficult for organizations to really manage and main-tain the relationship with their customers as some organizations fail to build up relationships.</p><p>The process of learning and adapting to other customers is costly and time intensive. This is an issue that needs to be taken into consideration. Another aspect that needs to be looked at is the way organizations can set up a plan to build a competitive advantage. With this, most organizations do tend to loose
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Randall, Wesley Spencer Pohlen Terrance Lynn. "An empirical examination of service dominant logic the theory of the network /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3925.

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Leeuw, Maarten Nicolas Andrew. "Niche marketing : an #exploratory' analysis of its concept, construct and application." Thesis, Henley Business School, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.241647.

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Fang, Er. "Creating customer value through customer participation in B2B markets : a value creation and value sharing perspective /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3144415.

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Yi-Chun, Chen, and 陳怡君. "The Relationship between Relationship Marketing and Customers’Price Perception The Relationship between Relationship Marketing andCustomers’ Price Perception The Relationship between Relationship Marketing andCustomers' Price PerceptionThe Relationsh." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/61427719440746426654.

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碩士<br>中國文化大學<br>國際貿易學系碩士班<br>94<br>When consumers make purchase decisions, one of the most important determinant factors is the price of the product to buy. So, how to decrease customer price sensitivity is crucial in making marketing strategy. Most of the previous studies focused on the re-lationship between personal characteristic and customer price sensitivity characteristics, such as price reference range, price perception, products perceptions and customer par-ticipation. However, customer’s behavior is too varied to handhold. Thus this study is attempted to examine the relationship betwe
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Hsu, chichin, and 許季秦. "The Relationships among Relationship Marketing, Service Quality, and Relationship Quality." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/46696062040308339047.

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碩士<br>國立中正大學<br>資訊管理學系<br>92<br>With information technology advancing and knowledge economy approaching, most enterprises treat information management as a critical ingredient in promoting their competitiveness and transforming themselves to learning organizations. In the trend of concentrating resources on ‘core competency’ and ‘specialization,’ it has become popular that enterprises outsource their information-related training programs to professional information education agencies or computer vendors in order for the employees to learn state-of-the-art information technology to enhance the
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蘇偉綸. "A Study of the Relationships among Relationship Marketing Programs, Relationship Quality, and Relationship Outcomes:The Moderating Effect of Marketing Channel System Types." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/06535085796247391476.

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碩士<br>東海大學<br>企業管理學系碩士班<br>98<br>When the uncertainty of external environment of industries increases, enterprises need to have a well-developed relationships with channel partners. The key to have a well-developed relationships is the relationship bonds with channel partners. Using Relationship Marketing Programs to enhance the relationship bonds is one of the most important challenges to enterprises. Empirical evidence suggests that firms are often disappointed with the results of Relationship Marketing. First, Seller Objective Performance is influenced most by Relationship Quality (Palmati
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Swarts, KM. "Relationship marketing : complex customer relationships in project-based markets." Thesis, 2020. https://eprints.utas.edu.au/35254/1/Swarts_whole_thesis.pdf.

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The construction industry has high levels of conflict and low rates of customer satisfaction. Relationship marketing is an organisational approach that improves cooperation and customer satisfaction. Yet relationship marketing theory has been developed for traditional service industries, such as banking and hospitality, where firms benefit from customer retention. In contrast, construction firms operate within project-based markets where the need to retain customers is of less value and importance to the business. Furthermore, the nature of the ‘customer relationship’ within these markets comp
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WANG, YIH-RU, and 王憶茹. "CATV RELATIONSHIP MARKETING RESEARCH." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/21647194379053340562.

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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<br>淡江大學<br>企業管理學系碩士在職專班<br>101<br>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 conce
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De, Jong Theunis. "Relationship marketing and internal marketing : a theoretical perspective." Thesis, 2014. http://hdl.handle.net/10210/9032.

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M.Comm. (Business Management)<br>Marketing as field of study has developed as a vibrant and evolutionary management function over a number of decades. In the 1950's the primary focus was on consumer goods. In the ensuing three decades industrial marketing, societal orientation and the marketing of services respectively, came to the fore. It is anticipated that relationship marketing will increasingly capture the attention of marketers in the 1990's. Relationship marketing addresses internal markets in the organisation, such as the personnel and jobs, suppliers, influencer markets, referral mar
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Ching-Yun, Huang, and 黃靖芸. "The Impact of Relationship Marketing on Marketing Channel." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/05003868392514281111.

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碩士<br>玄奘大學<br>國際企業學系碩士班<br>98<br>Currently, among global electronic products, regardless of 3C products or industrial products, all of them need semiconductor electronic parts and components which have been also regarded as the important core of those products. Most manufacturers of electronic products parts and components have depended on the product and technology application that provided by those distributors of electronic parts and components. Since the electronic products are categorized into the industrial market, their customers may have simple and pure characteristics but also the dom
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Nielsen, Anders Juul. "The consumer-brand relationship paradox." Master's thesis, 2015. http://hdl.handle.net/10071/11116.

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JEL classification system M30 - General M31 – Marketing<br>This study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relatio
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Ya-Te, Kuo, and 郭雅德. "The relationship between consumer purchasing and relationship marketing." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/75850083169360917221.

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碩士<br>中國文化大學<br>國際貿易學系碩士班<br>94<br>Nowadays, the focus of marketing is keeping the relationship with current customers, and how to utilize customer relationship create, maintain, and increase customer value, such that business profits can be maximized. But in the early stage of customer relationship development, the first step is market segmentation. Consumer innovativeness is one of the important variables of market segmentation. If the company can keep long-term relationship with this kind of consumers, the probability of market success will improve. The main purpose of this study is to exam
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Lin, Yan-Ting, and 林燕亭. "Exploring the Effectiveness of Relationship Marketing and Experiential Marketing." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yy953p.

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碩士<br>亞洲大學<br>經營管理學系<br>107<br>This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention
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Huang, Simon, and 黃仲龍. "Relationship Marketing in Personal Selling." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/83818291137626231749.

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50

薛朝龍. "Relationship Marketing in Service Industry." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/64451978794452732811.

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