000			01906pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bWan
100			_aWang Wen-Hung
245			_aDo Loyal and More Involved Customers Reciprocate Retailer's Relationship Efforts?
250			_a1
260			_a _bApr-Sep 2008 _c0
300			_a63-90 Pp.
490			_v8
520			_aThis study develops and empirically tests a model for examination of the impact of different relationship efforts made by a retailer (financial bonding, social bonding, and structural bonding) on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty) as relationship duration and product involvement are used as controllable variables in a relationship marketing system. A study in information education services industry was conducted based on samples drawn from XYZ Company, the largest information education services institute in Taiwan. SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behavior. Besides, the findings suggest that information education services with different attributes need different kinds and levels of relationship efforts. Specifically, the results show that relationship duration does have positive influence on consumer behavioral loyalty, and so does product involvement on relationship outcomes. Consequently, managers and employees of retail companies need to be trained, motivated, and rewarded for making relationship efforts to regular consumers.
650			_aRetailer's Relationship, Relationship Marketing
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR10204.pdf
906			_a29560
999			_c30054 _d30054