RELATIONSHIP MARKETING WITH CONSUMERS FROM A TOTAL CHANNEL SYSTEM PERSPECTIVE

다국어 초록 (Multilingual Abstract)

This dissertation develops a relationship marketing model in the consumer-manufacturer (C-M) and the consumer-retailer (C-R) dyads. The purpose of this research is to identify a structure of relationship marketing and to develop a relationship marketing model for the consumer market. The three major research objectives are a) to define the concepts of internalization and relationship strength, b) to explore the determinants of relationship strength and c) to examine the interconnected relationship between the C-R and C-M relationships. The empirical investigation was conducted through a store-intercept survey of 491 consumers. The proposed models and hypotheses were analyzed using confirmatory factor analysis, regression analysis, and structural equation modeling.
Overall, the results supported the proposed hypotheses and models. Based on the reliable and valid measurement models of both the C-R and C-M relationships, the proposed four determinants of relationship strength were found significant in the C-R and C-M relationships. The four determinants are stakes, analogy, approbation, and availability. The conceptual link between relationship strength and internalization was also found significant in both relationship dyadss. The interconnected network relationship between relationship strength in C-R and relationship strength in C-M was tested using a non-recursive model. The hypothesized paths from C-R to C-M and from C-M to C-R were both accepted, and the hypothesized paths from C-R to C-M and from C-M to C-R were both accepted, and the overall model also performed well.
The development of a valid instrument for measuring consumer-firm relationships should result in a better understanding of the consumer-firm relationship. Indeed, the conceptualization of internalization and the interconnected relationship between C-R and C-M relationships presents the empirical meaning of the consumer in a channel system and the consumer as a channel member playing an important bridging function in implementing relationship marketing in a total channel system. The interconnected relationship indicates that a well-coordinated channel partnership is essential for building relationships with consumers. The results of this study suggest the need for a radical restructuring of firms' attitudes toward consumers and a broader perspective in implementing relationship marketing, which will enable relationship marketing to prosper in the consumer market.

목차 (Table of Contents)

• APPROVAL PAGE
• ACKNOWLEDGMENTS = i
• ABSTRACT = ii
• TABLE OF CONTENTS = iv
• LIST OF TABLES = vii
• LIST OF FIGURES= viii
• CHAPTER
• 1. INTRODUCTION
• Background = 1
• Purpose and Objectives = 2
• Assumptions = 4
• Significance of the Study = 5
• Organization of the Dissertation = 9
• 2. LITERATURE REVIEW
• Introduction = 11
• The Evolution of Relationship Marketing = 11
• Market Changes = 11
• The Evolution of Relationship Marketing Theory = 15
• Definition of Relationship Marketing = 18
• Channel Integration Perspective = 22
• Customer Retention = 23
• Long-Term Financial Benefits = 25
• The Relationship Marketing Paradigm = 28
• Consumer-Orientation = 29
• Methodological Issues = 33
• The Cooperative Perspective = 38
• Summary = 43
• 3. CONCEPTUAL FRAMEWORK
• Introduction = 44
• Internalization = 46
• Relationship Strength = 53
• Antecedents of Relationship Strength = 60
• Stakes = 68
• Analogy = 70
• Approbation = 73
• Availability = 79
• Network Relationship = 82
• Summary = 90
• 4. METHODOLOGY
• Introduction = 93
• Research Objective and Hypotheses = 93
• Research Design: Survey Research = 97
• Measurement: Questionnaire = 99
• Questionnaire Development = 99
• Operational Definition of the Constructs = 102
• Internalization = 103
• Relationship Strength = 104
• Stakes = 105
• Analogy = 106
• Approbation = 106
• Availability = 107
• Data Collection = 108
• Population = 108
• Sampling = 110
• Cluster Random Sampling = 111
• Store Intercept Survey = 115
• Sample Description = 116
• Sample Selection Error = 120
• Data Processing and Elementary Data Analysis = 122
• Missing Data = 122
• Outliers = 122
• Non-response Bias = 123
• Normality = 123
• Summary = 124
• 5. RESULTS
• Introduction = 128
• Measurement Model Testing = 128
• Dimensionality = 128
• Unidimensionality = 131
• Validity = 145
• Convergent Validity = 146
• Discriminant Validity = 151
• Reliability = 154
• Hypotheses Testing in Dyadic Relationship Model = 158
• Regression Assumption = 161
• Estimating the Regression Model = 162
• Assessment of the C-R and C-M Relationship Model Fit = 165
• The C-R Relationship Model = 165
• The C-M Relationship Model = 173
• Interconnected Network Relationship Model = 179
• Discriminant Validity= 179
• Assessment of Overall Fit = 183
• Summary = 191
• 6. DISCUSSION AND IMPLICATIONS
• Introduction = 192
• Overview = 192
• Literature Review = 193
• Framework = 197
• Results: Measurement Model = 199
• Results: Hypotheses and Proposed Models = 201
• Implications = 206
• Theoretical Implications = 206
• Managerial Implications = 208
• Limitations and Directions for Future Research = 214
• Limitations = 214
• Future Research = 217
• REFERENCE = 220
• APPENDICES = 241
• APPENDIX 1 Correlation Matrix for C-R Relationship Model = 242
• APPENDIX 2 Correlation Matrix for C-M Relationship Model = 246
• APPENDIX 3 Missing Rate per Item for C-R Relationship Model = 249
• APPENDIX 4 Missing Rate per Item for C-M Relationship Model = 252
• APPENDIX 5 Questionnaire = 255