The Effects of Membership Relationship Marketing Activities on Member’s behaviors and the Future Intentions: Psychological Attitudes as Mediators
Date Issued
2008
Date
2008
Author(s)
Kao, Shu-Luan
Abstract
Although individuals rarely consider the pervasiveness of memberships in their lives, memberships in organizations are serve important roles in the daily lives of almost everyone in developed countries. Membership organizations can provide their members access to desire services and preferential treatment, a sense of belonging and identification, and the ability to meet their similar interests. Membership organizations are exist in many industries. In addition, membership program are designed to maintain and enhance the customer long term relationship. From the literature review, there are six general similarities including the asset nature of memberships, the requirement for core service performance, the availability and use of multiple types of bonds, mutual value creation, and the presence of psychological mediating constructs. And there are five unique characteristics are including the specific contractual period of a membership, the amount of co-production often required by the members, the role of social identification, interdependence among members, and the linkage of the membership to the core service.o develop the conceptual model, we combined literature review with existing research in service marketing, relationship marketing, and organization behavior. We used interviews and focus groups with fitness club mangers and experts to identify the various marketing actions that the club used in managing relationships with their membership, to determine the ways that members are committed to and identify with the organization, members interdependence and satisfaction with the organization, and to delineate the relationship behaviors and the future intentions in the membership situations.dditionally, to conceptualize and empirically examine the profit organization of sports and fitness club’s in Taiwan relationship marketing actives 【core services performance, non-economic bonds (dissemination of organizational knowledge and enhance of member interaction), economic bonds (reward for co-production, contribution, and members’ special treatment) , service convenience】 that are theorized to enhance their membership’s psychological attitudes (satisfaction, affective and continuance commitment, identification, and interdependence) to the relationship and the membership’s relationship behaviors (usage, co-production, contribution, buying extra goods or services) and the future intentions(intention to stay, co-production intention, contribution intention and buying extra goods or services intention).he findings of this research are as followings:. The effect of relationship marketing activities on member’s behaviors and the future intentionshis study has shown the important effect of relationship marketing activities on member’s behaviors, the first is core service performance, the second is non-economic bonds, the third is economic bonds, finally, service convenience. To compare with other relationship behaviors, usage is influenced over the four relationship marketing activities. There is one other thing that is important about service convenience; it would increase the usage, but not to the other relationship marketing activities. he important effect of relationship marketing activities on member’s future intentions, the first is non-economic bonds (dissemination of organizational knowledge and enhance of member interaction). Compare with other relationship marketing activities service convenience is less important, it would increase the intention to stay in the future. Core service performance is the first important variable for the long term customer relationship in the membership organization, the second is non-economic bonds, the third is economic bonds, finally is service convenience.. The mediating effect of members psychological attitudeshis study has shown that the member’s attitudes have the totally mediating effect on non-economic bonds and service convenience. The causal path of effect of non-economic bonds is mediated by affect commitment, identification, satisfaction and member’s interdependence on the member’s behaviors and the future intentions, as well as the service convenience is mediated by continuance commitment.owever, the member’s attitudes on core service performance and economic bonds have partial mediating effect on the member’s behaviors and the future intentions. The effect of core service performance is mediated by satisfaction and economic bonds are mediated by continuance commitment on member’s behaviors and the future intentions.o sum up, the mediating effect on member’s relationship behaviors and the future intentions between the economic bonds and non-economic bonds have different ways. Economic bonds are mediated by non-affection attitude (continuance commitment) as well as the non-economic bonds are mediated by affection attitude (affect commitment, identification, satisfaction, and interdependence) on member’s relationship behaviors and the future intentions. There is evidence in support of psychological attitudes are the important mediators between the relationship marketing activities and the relationship behaviors and the future intentions. It would be possible to argue that the relative important sequences are affective commitment, identification, satisfaction, continuance commitment and member’s interdependence. We also found that identification, member’s interdependence, co-production and contributions are more suitable for the membership situations.
Subjects
membership
relationship marketing activities
identification
membership interdependence
relationship behavior
future intentions
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-D88741006-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):95fecb46db4c0adb7bceccdb6941534d