The Impact of Relationship Investment and Intimacy on Customer Loyalty

[[abstract]]在過去探討關係行銷的研究，大多以信任與承諾為關係行銷的核心要素。服務提供者在競爭激烈且變遷快速的市場環境下，如何在趨於飽和市場中讓顧客願意與服務提供者維持長期且友好的關係，進而提升其忠誠度，則是當前的重點所在。 近年來由於行動裝置快速發展與普及，行動通訊已快速融入每個人的日常生活，愈來愈多使用者利用行動加值服務完成日常工作及活動。行動加值服務其優點包括：（1）使用者可以即時擷取資訊，且不受時間與空間侷限，（2）使用者可透過社群工具與人際互動，（3）使用者使用情境脈絡的鏈結與互動更能融入其生活情境，進而滿足使用者的需求。 本研究以親密理論為基礎，探討門號業者投入關係行銷，透過互動性服務使顧客與門號業者產生親密感，進而探討親密感對於顧客忠誠度的影響。主要研究結果發現：（1）關係行銷互動性對於顧客感受的親密感有正向影響；（2）顧客感受的親密感程度對於顧客忠誠度有正向影響。[[abstract]]In the past studies research on relationship marketing mostly focuses on trust and commitment Our main focus however is how a corporation maintains its bond between customers increasing customer's loyalty in this competitive industry Mobile device communications has evolved rapidly making mobile communication an essential part of our daily life as more and more people rely on it to complete everyday tasks People can now gather or receive information and even connect with people wherever and whenever they want This research is based on intimacy theory exploring telecommunication corporations' investments into relationship marketing gaining intimacy levels through interactive services Then further discuss the effect of intimacy level on customer's loyalty This research inquires customers of local telecom company with questionnaires and discovered that (1) interactivity in relationship marketing has positive effect on customer's intimacy; (2) levels of intimacy perceived by the customer has positive effect on customer's loyalt