In recent years, many companies face extreme competition in this business. They also recognize one thing that it is very important for them to manage and maintain the existing customers. Companies should think how to make their customers satisfied, and make the customers like to keep long-term relationship with them. It is the so called ¡§relationship marketing¡¨.
The purpose of this study is to discuss what factors will affect the degree of relationship orientation of a company in the B2B setting. Through the case study of the S company and its major customer and supplier, we have found that social and structure bonds let the S company keep relationships with its major customer and supplier in ten years. Environmental uncertainty and dependence among companies are the two reasons that make the S company high relationship-orientated. Finally, relationship marketing brings customer satisfaction, customer loyalty, and financial performance for the S company, but no negative effect is found in this case study.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0818109-145134 |
| Date | 18 August 2009 |
| Creators | Wang, Chia-yun |
| Contributors | Pei-how Huang, Tsuang Kuo, Jun-ying Huang, David Shyu |
| 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-0818109-145134 |
| Rights | unrestricted, Copyright information available at source archive |
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