The telecommunication business in Taiwan flourishes vigorously and competes intensely. It¡¦s not difficult for the proprietors to get new customers, but not easy to cultivate long-term loyal customers. The proprietors also recognize one thing that is very important for them to manage and maintain the special accounts. Moreover, they should think how to provide good quality of one stop shopping and total solution service to make the special accounts satisfied, they will be loyal to telecom and willing to keep long-term relationship.
This research is from the special accounts¡¦ recognition to discuss the interaction among relationship quality, its influence variables and customer loyalty, and discuss whether the relationship quality, customer loyalty is changed with the background variables of account managers, special accounts. By means of questionnaire, and proceed real-evidence research, this research applied correlation analysis, ANOVA analysis and regression analysis to analyze the answering data. This dissertation attempts to offer suggestions for telecom managers to promote the special account service.
The main results as follow:
1.Relationship quality¡¦s influence variables ¡]similarity, expertise, service tangibility, interaction intensity, mutual disclosure, cooperative intentions¡^make positive and strong outcome with relationship quality, ordered by cooperative intentions, service tangibility, expertise, similarity.
2.Relationship quality ¡]satisfaction, trust, commitment¡^makes positive and strong outcome with customer loyalty, ordered by commitment, trust.
3.Different result of special accounts¡¦ complaint has an obvious difference on the relationship quality and customer loyalty.
4.Different length of the special account service contact has an obvious difference on the relationship quality and customer loyalty.
5.Account managers background variables with sex, working time have obvious difference on the relationship quality and customer loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0619103-161235 |
| Date | 19 June 2003 |
| Creators | Lin, Mai-Hua |
| Contributors | Tai - Hwa Chow, Albert Wenben Lai, H. Jason Huang |
| 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-0619103-161235 |
| Rights | campus_withheld, Copyright information available at source archive |
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