A study on relation marketing and customer loyalty- Books com as an example

Abstract

The marketing war on the internet become more intense in the digital era because customers can obtain more comprehensive information and product experience As a result the marketing method aimed at maintaining consumer relations has become the brand's primary strategy This study takes the relation marketing and the customer loyalty as the main aspects building the main frame with the brand identity and the lock-in effect We will explore the co-related factors of the main frame and observe the effect between the two main aspects whether mediated by brand identity and lock-in effect The quantitative data of this study were collected through the online questionnaire distributed by the social software Facebook community Instagram and PTT forums This research adopted partial least squares method According to the results firstly customer loyalty is significantly positive affected by the relation marketing brand identity and lock-in effect Secondly brand identity and lock-in effect are significantly positive affected by the relation marketing Lastly brand identity has positively impacts on lock-in effect In addition relation marketing positively affect Customer Loyalty through brand identity and lock-in effect

Date of Award	2019
Original language	English
Supervisor	Shuang-shii Chuang (Supervisor)