Dissertation > Excellent graduate degree dissertation topics show

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
Read: Download Dissertation

Abstract


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.

Related Dissertations

  1. Study on Hermetic EDGE Sealing of Anodic Bonding for Vacuum Glazing,TQ171.1
  2. Reactive Hot-Pressing and Mechanical Properties of (ZrB2-ZrO2)/BN Composites,TB332
  3. Research on Mechanism Analysis and Modeling Simulation of Horizontal Well Tractor,P631.83
  4. The Effect of Composite Additive on the SNCR,X701
  5. Kunming Transient Population Community Present Situation, Question and Countermeasure Preliminary Study,C924.25
  6. The Research on a New Modular Self-Reconfigurable Robot,TP242.2
  7. Study on Wastewater Purification Effect of the Free Surface Wetland with Different Substrates and Plant Combination,X703
  8. The Research of the Dynamic Process of Advertising Public Opinion,G206
  9. Research of Multicast Protocol in Wireless Sensor Networks,TN929.5
  10. Study on Application of Non-phosphate Additive in Frozen Penaeus Vannamei and Mechanism of Water-holding,TS254.4
  11. The Empirical Research on Service Encounter Affecting Customer Loyalty of Female Underwear Brand,F274
  12. Incentive Mechanism Research of the New Generation of Migrant Workers,F272.92
  13. Shandong Province,university research projects Integrated Management Model,G644
  14. Process and Mechanism of Eucalyptus Pulp Bleaching Catalysed by Cu2+/Co2+,TS745
  15. The Environmental-Friendly Method and Process of Removing Non-Cellulosic Matters from Bamboo for Textile Fiber,TS652
  16. Minority environmental rights,D922.68
  17. Research and Implementation on Service-Oriented Multi-Agent System Cooperation Mechanism,TP393.09
  18. Studies on the Models of the Reform of Chinese Marine Management System,D630
  19. Gel - Foam Preparation of porous alumina insulation materials,TQ174.1
  20. The Research on Sulfate Leaching Properties of Cation-exchange Resin Used in Power Plants,TQ425.23
  21. Preparation and Anticorrosion Properties of Doped Polyaniline/Epoxy Coating,TQ637

CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
© 2012 www.DissertationTopic.Net  Mobile