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Abstract:
A large number of online social communities have been founded on the internet. Most people, in such online social communities, develop good relationships, believe in each other and share business experiences. Relationship marketing, based on online social network, becomes an important marketing channel. Based on the survey of customers of Changzhou Yuexing Furniture Global Harbor (CYFGH), the relationship between customer loyalty and relationship marketing are examined. The results show that, improvements of interaction frequency between suppliers and customers, as well as professional knowledge of suppliers, can advance relationship quality between suppliers and customers, which will enhance customer loyalty indirectly. In addition, the stronger customer feeling is, the better relationship quality will be. Once suppliers develop good relationship quality with their customers, customers will share their business experiences with others, and suppliers will not only retain existing customers, but also will obtain potential customers through online social communities. © 2016 Inderscience Enterprises Ltd.
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Source :
International Journal of Services, Technology and Management
ISSN: 1460-6720
Year: 2016
Issue: 6
Volume: 22
Page: 348-364
ESI Discipline: ECONOMICS & BUSINESS;
ESI HC Threshold:129
Cited Count:
WoS CC Cited Count: 0
SCOPUS Cited Count: 2
ESI Highly Cited Papers on the List: 0 Unfold All
WanFang Cited Count:
Chinese Cited Count:
30 Days PV: 2
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