標題: Building personalised relationships with customers via emails
作者: Huang, Jen-Hung
Shyu, Stacy Huey-Pyng
管理科學系
Department of Management Science
關鍵字: email;e-service;gender;relationship quality;service quality
公開日期: 2009
摘要: Personalised services, which make customers feel that service employees are polite, friendly and exhibit personal warmth, and that customers are unique and valued, are essential in building good customer relationships. Establishing personalised relationships on the Internet appears impossible. However, the characteristics of reduced cues and asychronised communications make email an effective tool for cultivating relationships between e-retailers and their customers. A sample of 254 students from a university in Northern Taiwan participated in an experiment. Structural equation modelling revealed that frequent personalised emails improve the relationship between e-retailers and their customers, enhance service quality and engender customer loyalty. Furthermore, personalised emails enhance relationship quality more for female customers than for male customers. Finally, future research and managerial implications are discussed.
URI: http://hdl.handle.net/11536/14209
http://dx.doi.org/10.1080/14783360902924234
ISSN: 1478-3363
DOI: 10.1080/14783360902924234
期刊: TOTAL QUALITY MANAGEMENT & BUSINESS EXCELLENCE
Volume: 20
Issue: 6
起始頁: 585
結束頁: 601
顯示於類別:期刊論文


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  1. 000267106600001.pdf