Relationship marking, which focuses on ways to build, develop, and maintain successful relational exchanges, is an important way to sustain loyal customer. Previous studies that note the types of bonds that enhance commitment suggest that customer commitment can be built through the application of financial, social, and structural bonds. Although empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. The purpose of this study is to explore that different bonds(financial bonds, social bonds, and structural bonds) can enhance what kinds of consumer commitment(continuance commitment, affective commitment, and normative commitment). This study also attempt to explain the relationships between types of bonds and consumer commitment in different degree of customization and consumer relationship proneness.
This study takes the consumer who in hair beauty and gas station for example. A total of 291 questionnaires were recovered, and after deducting the 71 invalid responses, the effective questionnaire sample contains 220 copies. The data gleaned from the questionnaire was subjected to descriptive statistical analysis, SEM, 1-Way MANCOVA and regression analysis in order to prove the hypothesis proposed in the theoretical structure of this research.The findings of this study are fivefold.
1.Almost all respondents confused social bonds with structural bonds. In this study, we combine social bonds with structural bonds, and named it core bonds.
2.The results suggest that financial bonds have positive impacts on normative commitment and continuance commitment.
3.The results suggest that core bonds have positive impacts on normative commitment, continuance commitment and affective commitment.
4.The different degree of customization influences relationship between bonds and commitment.
5.The people who has high relationship proneness will have high commitment.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0119107-165920 |
| Date | 19 January 2007 |
| Creators | Li, Pin-Hsi |
| Contributors | Fu-yung Kuan, Feng-ling Fu, I-heng Chou |
| 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-0119107-165920 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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