Title page for etd-0818109-145134


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URN etd-0818109-145134
Author Chia-yun Wang
Author's Email Address rachelwang21@gmail.com
Statistics This thesis had been viewed 5351 times. Download 2670 times.
Department EMBA
Year 2008
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The factors to affect the performance of relationship marketing : by S company's B2B transaction example
Date of Defense 2009-06-22
Page Count 72
Keyword
  • Relationship performance
  • Relationship orientation
  • Relationship marketing
  • Business-to-business
  • Abstract 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.
    Advisory Committee
  • David Shyu - chair
  • Pei-how Huang - co-chair
  • Tsuang Kuo - advisor
  • Jun-ying Huang - advisor
  • Files
  • etd-0818109-145134.pdf
  • indicate access worldwide
    Date of Submission 2009-08-18

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