Abstract
Department Stores are highly interpersonal communicated in the service industry. Products and services should be delivered through the service employees. In the process of interaction with customers , service employees could deliver the expertise of products and services , discover what is customers need , offer them appropriate services and then build the long term relationship with them. So service employees play very important roles in building long term relationship with customers.
In reviewing literatures about relationship marketing and purchase intension, previous researches use¡urelationship quality¡vas the mediator mostly to discuss the relationship between relationship marketing and purchase intension, or
In the surveys of this study, this research study wants to find how service employees expressions affecting the customers perceived relationship benefits and reach the purposes as below:
1.Discussing the salespersons¡¦ expertise could positive affect the customers perceived relationship benefits.
2.Discussing the interpersonal communication between service sales and customers could positive affect purchase intension.
3.Discussing the customers perceived relationship benefits could positive affect purchase intension.
4.Discussing if relationship benefits play as the mediator between interpersonal communication ¡Bsalespersons¡¦ expertise and purchase intension.
Structural Equation Modeling is used in this research. The followings are four points of conclusions¡G
1.Salesperson¡¦s expertise positive affect the confidence benefit and social benefit.
2.Interpersonal communication between service employees and customers positive affect confidence benefit¡Bsocial benefit and special treatment benefit.
3.Confidence benefit and social benefit positive affect customer¡¦s purchasing intension.
4.Confidence benefit¡Bsocial benefit are mediators between interpersonal communication¡Bsalespersons expertise and customers purchasing intension.
The conclusions of this research could offer department stores to develop appropriate customer relationship strategies and have great improvement in their business.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0906110-163357 |
| Date | 06 September 2010 |
| Creators | Yu, Chien-hui |
| Contributors | Shih-Hao Wu, Min-Hsin Huang, Yin-Chie Hsu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0906110-163357 |
| Rights | not_available, Copyright information available at source archive |
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