The Study of the Factors in Behavioral Intentions: Example in Financial Industry
Date Issued
2007
Date
2007
Author(s)
Huang, Yves
DOI
zh-TW
Abstract
As service industry started to play an important role in the Taiwan economy and account over 70% of the Taiwan’s GDP, the understanding of the relationship marketing has become a critical matter. This study intends to understand the effects of relationship marketing, relationship quality, and brand preference on behavior intentions. The objectives of this investigation are: (1) Relationships between relationship marketing and relationship quality, (2) Relationships between brand preference and behavior intentions, and (3) Relationships among relationship marketing, relationship quality, brand preference, regulatory focus, and behavior intentions. We sampled 348 people who have experienced the financial service.
The results indicate that brand preference is significantly positively related to relationship quality. Moreover, In addition to no significant relationships between financial bond and trust, and between social bond and trust, relationship marketing is significantly positively related to relationship quality. In addition to no significant relationships between trust and three dimensions of behavior intention, between satisfaction and payment, and between commitment and response, relationship quality is significantly positively related to behavior intention. Finally, regulatory focus has moderation effect on brand preference and behavior intention. The marketing strategy of financial service is not only financial bond but also social bond. The manager of financial service can also use regulatory focus to redefine different target customers.
Subjects
關係行銷
關係品質
品牌偏好
調節焦點
行為意向
Relationship Marketing
Relationship Quality
Brand Preference
Regulatory Focus
Behavioral Intentions
Type
other
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