碩士 / 淡江大學 / 企業管理學系碩士班 / 96 / Customers are the most important resources for a company. To maintain a long-term relationship with customers and promote their satisfaction and loyalty is closely linked to the profits and subsistence of them. Relationship marketing is the major strategy for business to create the competitiveness and build the a stable long-term relationship with customers. This study focuses on relationship marketing and takes an empirical study of offshore fund industry, and to examine the connection among relationship bonds, relationship quality and sub-distributor financial consultant loyalty.
The data is collected by questionnaire from financial consultants who still sell offshore fund now. The data analysis adopts descriptive statistics, reliability analysis, validity analysis, and regression analysis.
The 4 major results of this study are as follows: (1) Both social bond and structural bond among relational bonds have significant impact on relationship quality, except financial bond, which reveal non-significant to trust and commitment but negatively significant to satisfaction among relationship quality;(2) Among relationship quality, trust and commitment have significant impact on financial consultant loyalty. Commitment has more effective than trust ;(3) Among relational bonds, only structural bond has significant impact on financial consultant loyalty, except financial bond and social bond; and (4) In offshore fund industry, relationship quality has no intermediary effect between relational bonds and financial consultant loyalty.
| Identifer | oai:union.ndltd.org:TW/096TKU05121030 |
| Date | January 2008 |
| Creators | Li-Chen Huang, 黃麗珍 |
| Contributors | , 王居卿, 楊立人 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 69 |
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