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An Investigation into the Impact of Relationship Investment on Customer Loyalty

Author: LiShuo
Tutor: GaiGuoFeng
School: Northeast Normal University
Course: Business management
Keywords: relationship investment customer loyalty relationship benefits relationship quality mechanism
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 114
Quote: 0
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In recent years, the banking sector in an increasingly competitive battle for market share, rapid development, commercial banks have adopted relationship marketing tool to increase bank products and services marketing efforts. The relationship investment as an important means of relationship marketing has often been used to obtain new customers, retain old customers and so has become a bank to establish a good relationship with customers an effective way. Because few studies related problems at home and abroad, relations between commercial banks to invest in relationship marketing as a means of carrying out the lack of theoretical guidance, the role and impact of investment relations between the mechanism of customer loyalty mechanism for issues to be answered.To meet the needs of practice for marketing to expand the purpose of relationship marketing theory, this study, Changchun City Commercial Bank Financial Services, for example, through the use of literature review, questionnaire survey and empirical research methods to explore the relationship between investment and its influence on customer loyalty issues, with a view to reveal the relationship between the role and impact of investment in the mechanism of customer loyalty mechanism for the relationship between commercial banks to invest in the relationship between the effective means to provide a theoretical basis for marketing campaigns.This study a total of 300 questionnaires were issued, 256 questionnaires were usable. The use of SPSS, AMOS statistical software and analyzed information on the data found that the relationship between the role of investment in customer loyalty is subject to interest from the relationship benefits, relationship quality, two intermediate variables, the relationship between the relationship between investment interest being positive impact on the quality of the relationship between the relationship between the interests of right have a positive a positive impact, while covering the dimensions of the relationship between the quality of customer satisfaction is the ultimate act directly on customer loyalty and affect the formation and increase customer loyalty. The relationship between investment in practice and application should be followed with the inherent relationship between customer loyalty and focus on the relationship between specific forms of investment and its role, more attention should be paid the relationship between investment in customer loyalty and the role played by the mechanism of the impact mechanism, and to guide relationship marketing practice.

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