English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51573121      Online Users : 936
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 會議論文 >  Item 140.119/25188


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/25188


    Title: Building Customer Capital through Relationship Marketing Activities- the case of Taiwanese Multilevel Marketing Companies
    Authors: 張愛華;Chiung-Ni Tseng
    Chang, Aihwa;Tseng, Chiung-Ni
    Contributors: 國立台北大學三峽校區
    Keywords: Customers;Equity capital;Multilevel marketing;Relationship marketing;Taiwan
    Date: 2004-10
    Issue Date: 2009-01-14 17:10:41 (UTC+8)
    Abstract: Purpose – To provide a theoretic framework of the development of customer capital and an empirical verification using Taiwanese multilevel firms. Design/methodology/approach – The authors used survey research to collect data from members of four Taiwanese multilevel companies. They explored the mediating roles of the drivers of customer equity in the “relationship marketing activities-customer capita” effect. A total of 306 valid responses were analyzed using structural equation modeling analysis. Findings – Four types of relationship marketing activities – core service performances, recognition for contributions, dissemination of organization knowledge, and member interdependence enhancement – have significant influences on relationship equity. Relationship equity in turn affects customer capital. Value equity and brand equity respectively have significant effects on customer acquisition and customer retention. Customer acquisition has a significant “feedback” effect on value equity, and relationship equity affects brand equity positively. Research limitations/implications – The generalizability of this research is constrained due to a non-probability sample of firms being used to verify the theoretic framework. It is also constrained due to the fact that only customer-side data were collected and proxy measures of customer capital were used. Practical implications – Effective and ineffective types of relationship marketing activities have been identified. The causal paths between relationship marketing and customer capital have been illustrated. Originality/value – This paper sheds light on the approach to building customer capital for membership-emphasized organization.
    Relation: 2004 International Conference on Intellectial Capital in Taiwan
    Data Type: conference
    Appears in Collections:[企業管理學系] 會議論文

    Files in This Item:

    File Description SizeFormat
    235266.pdf241KbAdobe PDF21396View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback