by Melwani Cheng Ngar Man Angela, Tang Wai Shan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 106-113). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGEMENT --- p.vi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Background --- p.1 / Method --- p.2 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.4 / The Emergence of Relationship Marketing --- p.4 / Definition of Relationship Marketing --- p.5 / Segmentation --- p.9 / Niche Marketing --- p.9 / Database Marketing --- p.11 / Frequency Marketing --- p.13 / Acceleration of the Evolution of Relationship Marketing --- p.14 / New behaviour: the challenges to brands --- p.16 / New media: the challenge to advertising --- p.18 / New technology: the challenge to distribution --- p.21 / Relationship Marketing in Industrial and Service Marketing --- p.23 / Relationship marketing in industrial markets --- p.24 / Relationship marketing in the service industry --- p.25 / Relationship Marketing in the Consumer Goods/Retailing Industry --- p.28 / Relationship Marketing vs Traditional Marketing (4 Ps) --- p.31 / Benefits of Relationship Marketing --- p.40 / Implementation of Relationship Marketing --- p.42 / Database --- p.52 / Loyalty Marketing Programmes --- p.52 / Relationship marketing involves everyone in the company --- p.61 / Dissolution of a Relationship --- p.62 / A Truly Caring Relationship --- p.67 / Chapter CHAPTER III --- RELATIONSHIP MARKETING IN THE AIRLINE INDUSTRY --- p.71 / Cathay Pacific Airways --- p.73 / Customer Loyalty --- p.74 / Dissolution of relationship --- p.79 / Evaluation and Recommendation --- p.81 / Evaluation of the Current Loyalty Marketing Programmes --- p.81 / Success Criteria --- p.82 / Evaluation of Relationship Marketing Efforts --- p.84 / Chapter CHAPTER IV --- CONCLUSION --- p.96 / APPENDICES --- p.98 / BIBLIOGRAPHY --- p.106 / REFERENCE --- p.108

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / abstract / Transport Policy and Planning / Master / Master of Arts in Transport Policy and Planning

by Chu Yiu Sun, Stephen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1987. / Bibliography: leaf 79.

published_or_final_version / abstract / toc / Transport Policy and Planning / Master / Master of Arts in Transport Policy and Planning

by Ko Wai Kwan Vivian. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 114-116). / ABSTRACT --- p.ii / ACKNOWLEDGMENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / The Aviation Industry - The Target Customers --- p.1 / Major Functions of Airline Advertisements --- p.7 / Purpose of Study --- p.9 / Chapter II. --- LITERATURE REVIEW --- p.10 / Chapter III. --- METHODOLOGY --- p.15 / Content Analysis of Airline Advertisements --- p.16 / In-depth Interviews with Advertisers --- p.18 / Survey of Audiences' Perceptions --- p.18 / Chapter IV. --- FINDINGS AND DISCUSSION --- p.25 / Content Analysis of Airline Advertisements --- p.25 / In-depth Interviews with Advertisers --- p.30 / Survey of Audiences' Perceptions --- p.38 / Chapter V. --- CONCLUSIONS AND RECOMMENDATIONS --- p.105 / BIBLIOGRAPHY --- p.114 / APPENDIX --- p.117 / Chapter 1. --- An Outline of the Questions for the Personal Interviews / Chapter 2. --- Survey Questionnaire / Chapter 3. --- Instructions for the Questionnaire Survey / Chapter 4. --- Ten Advertisements Used in Part I of the Survey / Chapter 5. --- British Airways Advertisements Used in the Survey / Chapter 6. --- Cathay Pacific Advertisements Used in the Survey / Chapter 7. --- Korean Air Advertisements Used in the Survey / Chapter 8. --- British Airways Advertisements Collected for the Content Analysis / Chapter 9. --- Cathay Pacific Advertisements Collected for the Content Analysis / Chapter 10. --- Korean Air Advertisements Collected for the Content Analysis / Chapter 11. --- Examples of Other Airline Advertisements

by Cunningham King, Mimi, Li, Yuen Yu Vivien. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 105-108. / ABSTRACT / TABLE OF CONTENTS --- p.iii / LIST OF EXHIBITS --- p.viii / LIST OF TABLES --- p.ix / ACKNOWLEDGEMENT --- p.x / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Staff Turnover in Service Industry --- p.1 / Chapter 1.2 --- Outlook of Supply of General Staff --- p.2 / Chapter 1.3 --- Objective and Scope --- p.4 / Chapter 1.4 --- Significance of the Study --- p.4 / Chapter 1.5 --- Case Brief --- p.5 / Chapter CHAPTER TWO --- LITERATURE REVIEW --- p.8 / Chapter 2.1 --- Definition --- p.8 / Chapter 2.2 --- Effects of Turnover --- p.10 / Chapter 2.3 --- Costs of Turnover --- p.13 / Chapter 2.4 --- Measurement of Turnover --- p.14 / Chapter 2.5 --- Causes of Turnover --- p.14 / Chapter 2.6 --- Causes for Staying --- p.15 / Chapter 2.7 --- Developing the Theoretical Framework --- p.16 / Chapter 2.8 --- The Theoretical Framework --- p.29 / Chapter THREE --- METHODOLOGY --- p.31 / Chapter 3.1 --- Overview --- p.31 / Chapter 3.2 --- Population and Sample --- p.31 / Chapter 3.3 --- Preliminary Survey Method --- p.3 2 / Chapter 3.4 --- The Hypotheses --- p.34 / Chapter 3.5 --- Data Collection Method --- p.36 / Chapter 3.6 --- Variables --- p.38 / Chapter 3.7 --- Measurement of Variables --- p.40 / Chapter 3.8 --- Data Analysis Techniques --- p.41 / Chapter FOUR --- RESULTS --- p.44 / Chapter 4.1 --- Response Rate --- p.44 / Chapter 4.2 --- Feel for Data --- p.45 / Chapter 4.3 --- Factor Analysis --- p.49 / Chapter 4.4 --- Hypotheses Testing --- p.51 / Chapter 4.5 --- Other Analyses --- p.55 / Chapter 4.6 --- Summary of Results --- p.59 / Chapter CHAPTER FIVE --- DISCUSSION --- p.60 / Chapter 5.1 --- Significant Factors Affecting Propensity to Stay --- p.60 / Chapter 5.2 --- Factors not Correlated to Propensity to Stay --- p.62 / Chapter 5.3 --- Relationship Between Demographics and Propensity to Stay --- p.63 / Chapter 5.4 --- Departmental Variationin Propensity to Stay --- p.64 / Chapter 5.5 --- Conclusion --- p.64 / Chapter SIX --- RECOMMENDATIONS --- p.65 / Chapter 6.1 --- Recommendations to the Airline --- p.65 / Chapter 6.2 --- Recommendations for Further Research --- p.70 / APPENDIX / Chapter I --- "Places Offered by Universities, Polytechnics and Colleges" --- p.71 / Chapter II --- Title and Job Nature of Sample --- p.72 / Chapter III --- Questionnaire (in Chinese) --- p.73 / Chapter IV --- Questionnaire (English Translation) --- p.86 / Chapter V --- Distribution of Valid Cases by Rank --- p.93 / Chapter VI --- Demographics of Respondents --- p.94 / Chapter VII --- List of Mean Scores for items Measuring Independent Variables --- p.99 / Chapter VIII --- Results of Hypotheses Testing --- p.101 / Chapter IX --- "Correlation Between Number of Children, Education, Salary, Age and Length of Service" --- p.104 / BIBLIOGRAPHY --- p.105

published_or_final_version / Architecture / Master / Master of Architecture

by Fung Siu Yin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves [3-8] (2nd gp.)). / Abstract / Acknowledgements / Contents / Chapter Chapter One --- Introduction --- p.1 / Chapter Chapter Two --- Theoretical Framework Beyond Resource Mobilization --- p.19 / Chapter Chapter Three --- "The Cathay Strike： Background, Grievances and Confrontation" --- p.46 / Chapter Chapter Four --- A Diagnosis of Cathay Pacific Corporate Culture and the Formation of Identity and Solidarity --- p.73 / Chapter Chapter Five --- The Corporate Culture and the Micromobilization Process --- p.86 / Chapter Chapter Six --- The Identity of Team Culture Culture of Solidarity: Camaraderie Culture --- p.110 / Chapter Chapter Seven --- Conclusion Bringing Culture back in Collective Action --- p.128 / Appendix / Bibliography