碩士 / 國立高雄海洋科技大學 / 漁業生產與管理研究所 / 102 / This study aims to examine consumers’s different attributes and their consumption characteristics influlencing on relationship marketing, relationship quality and customer loyalty. Meanwhile, influence of relationship marketing on relationship quality and customer loyalty, and the impact of relationship quality on customer loyalty in the business-to-customer (B2C) context are investagated. A survey was carried out to investigate consumers of Ziguan Fishermen Association Display-Sale Center aged over 18 who had purchasing experience. Primary data were collected through convenience sampling, a total of 330 effective questionnaires were obtained. Finally, descriptive statistics, confirmatory factory analysis, reliability, validity, t-test, one-way ANOVA, structural equation modeling（SEM）and regression analysis were used to analyze the data. Results indicated that：
（1）Consumers’s different attributes and their consumption characteristics have significant influlencing on relationship marketing, relationship quality and customer loyalty;
（2）Relationship marketing has significantly positive influence on relationship quality;
（3）Relationship quality has significantly positive influence on behavioral/attitudinal loyalty.
（4）Relationship quality is confirmed to be the mediator between
III
relationship marketing and customer behavioral/attitudinal loyalty.
| Identifer | oai:union.ndltd.org:TW/102NKIM0451004 |
| Date | January 2014 |
| Creators | Chen, Chung-Yang, 陳重仰 |
| Contributors | Lin Kun-Lung, 林坤龍 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 203 |
Page generated in 0.002 seconds