Effects of Relationship Benefits and Relationship Quality on Customer Loyalty -Example of Medical Cosmetology Clinic
Date Issued
2012
Date
2012
Author(s)
Chang, Kuei-Chiang
Abstract
Background : In the highly competitive medical cosmetology market, how to maintain core values and how to survive through competitions are the two most challenging issues faced by managers. Traditional marketing tactics is always sensitive to apply and easily to break the regulation in the medical industry. In contrast, Relationship Marketing is a method through maintaining the relationship between medical cosmetology providers and consumers in order to build up long term loyalty and trust, as well as creating values for the organization. Compare to Traditional Marketing, Relationship Marketing is a better strategy to implement, therefore more and more organizations are investing efforts and resources to cultivate partnership with their clients. Hence, creating long-term and excellent relationship with customers becoming an ultimate goal for managers.
Objectives : Purpose of this research is to investigate whether Relationship Marketing increases the Relationship Quality between clinics and customers, for further improvement and customer loyalty use. Moreover, this research also includes demographic study and customer cognition of expenditure level. The above two factors mentioned are the moderators to exam the correlation between Relationship Quality and Relationship Benefits.
Methodology : This research is a cross-sectional survey which inquired 352 participants in 6 medical cosmetology clinics. A structured questionnaire was designed and extended to customers who receive services from medical cosmetology clinic. The responsive questionnaires were analyzed by using the statistics software package SPSS18.0 for Windows.
Conclusion : The research indicates the close correlation between Relationship Quality and Relationship Benefits. When organizations invest in Relationship Benefits, the Relationship Quality with clients would improve then it would lead to strong customer loyalty with clinics. Furthermore, age is another factor affects Relationship Quality. Younger consumers are not easily affected by surroundings. Therefore, the younger clients make, the stranger Relationship Quality they have with clinics. Correlation between Relationship Quality and Socail Benefit also impacted by customer cognition of expenditure level. Research demonstrates that the better Relationship Quality between clients and clinics, the more willing to spend and stay with organizations by consumers.
Subjects
Relationship Marketing
Relationship Benefit
Relationship Quality
Consumer Loyalty
Medical Cosmetology
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-101-R98843017-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):fbde5f772549cc1b81596fd4abfc74de