关系营销对营销渠道影响的实证分析——以电子零件供应商为例

The Empirical Analysis of the Impact of Relationship Marketing on Marketing Channel

本文采用实证分析方法,以关系质量作为中间变量,研究了关系营销对电子零件渠道忠诚度的影响。研究发现供货商可通过改善互动关系来提升关系质量,并藉以间接提升顾客忠诚度;供货商可通过增加专业知识来改善关系质量,并藉以间接提升顾客忠诚度;供货商的顾客知觉支持越强,关系质量越好。

Adopting the empirical analysis as the method and the relationship quality as the intermediate variable, the author analyzes the influence of relationship marketing on the loyalty level for electronic products distributors. It shows that suppliers can improve the interactive relationship to increase the relationship quality, and indirectly improve customer loyalty; suppliers are able to utilize the improvement in professional knowledge to improve the relationship quality, and then such methods can indirectly increase customers＇ loyalty as well; better perceived support for customer by suppliers will lead to higher relationship quality.