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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/24426


    Title: 服務業之關係行銷與顧客回應之研究
    Other Titles: Research of Relationship Marketing and Customer Response in Service Industry
    Authors: 曾義明;Tseng, Yi-ming
    Contributors: 淡江大學國際貿易學系暨國際企業研究所
    Keywords: 關係行銷;長期關係;顧客回應;relationship marketing;long-run relationship;customer response
    Date: 2004-06
    Issue Date: 2009-11-30 18:21:25 (UTC+8)
    Publisher: 交通大學管理學院
    Abstract: 為瞭解關係行銷如何幫助服務業提高顧客對其推出新服務時的正面反應,本研究以銀行業為例,針對銀行業關係行銷活動各構面加以分析,並以顧客對新業務的回應程度為應變數,進行迴歸分析,結果發現,銀行與顧客保持長期的聯絡關係與建立顧客資訊系統將對顧客回應有顯著的幫助,本研究最後提出對於關係行銷理論與實務的貢獻與未來研究方向。
    Relation: 交大管理學報 24(1), 頁 1-21
    Appears in Collections:[國際企業學系暨研究所] 期刊論文

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