Photography equipment Journal of Business Supervision Vol. 5(13), pp. 5199-5209, 4 July, 2011 Available on the web at ISSN 1993-8233 В©2011 Academics Journals

Full Length Study Paper

The influences of relationship web marketing strategy and deal cost about customer satisfaction, recognized risk, and customer commitment Cheng-Feng Cheng* and Ai-Hsuan Lee

Department of Intercontinental Business, Asia University, Taiwan

Accepted 25 January, 2011

This kind of study efforts to develop the conceptual model for detailing consumers' inclination toward merchants based on the partnership marketing strategy and transaction price theory. Especially, this research investigates the impacts of relationship advertising transaction price on customer satisfaction and recognized risk. In addition , the impacts of customer satisfaction and perceived risk upon customer dedication deserve even more consideration. To assess the applicability of this conceptual model, this study confined the research range to departmental stores. The effects show that relationship advertising significantly offers positive impact on customer satisfaction and negative impact on perceived risk. As to impact of deal cost, it significantly has negative impact on customer satisfaction and positive impact on perceived risk. Furthermore, the two relationship advertising transaction expense could effect customer devotion through client satisfaction or client's perceived risk.

Key words: Romance marketing strategy, purchase cost, customer satisfaction, perceived risk, customer dedication.


Organization strategies may play a major role in consumer's desire or selection of sales channel (Muthitachaoen, Gillenson, and Suwan, 2006). Hence, it is important to get sales channels to become mindful of the consequences of strategies because they face an ever more challenging advertising environment (Pappu and Quester, 2006). Luo and Donthu (2007) indicated that exchange relationships as to buyers and sellers engaged some numbers of social interdependence and economical. Accordingly, exchange relationships could be explained based on social exchange theory and transaction expense theory (Kanagal, 2009). Particularly, consumers may rely on romance with sellers and expense of shopping to generate choices of sales channels (Muthitachaoen et al., 2006). In this regard, this

‘Corresponding author. Email: [email protected] edu. tw or cheng. [email protected] hinet. net. Tel: +886-4-23323456 ext. 20048. Fax: +886-4-23321190. study tries to explore the tasks of approaches in relation to consumers' relationships and costs (i. e., tricks of relationship advertising transaction cost) acting on all their behaviors. The idea of relationship marketing receives increasing attention via academics and practitioners (Ndubisi, 2007) and has enjoyed a business lead role inside the marketing subject (Andersen, 2002). Relationship online strategy is one weapon for several firms to survive in the remarkably competitive market (Adjei, Griffith, and Rspectable, 2009; Armstrong and Kotler, 2009). It truly is deemed as the key efficiency in boosting business overall performance (Kanagal, 2009). Muthitachaoen ou al. (2006) indicated which a superior product sales channel owns an capacity to provide its customers with interactive marketing communications and a supportive sales environment. The sales channel can obtain quality sources of advertising intelligence for better organizing of marketing approaches by virtue of building relationships with customers (Ndubisi, 2007). In addition , transaction cost theory is a framework become longing to the New Institutional Economics paradigm (Jonees and Leonard, 2007). It can explain why a consumer favors a specific form of transaction (Teo and Yu, 2005). The position of purchase cost acting on the choice of sales channel could be described in two ways. Initially, transaction costs are incurred throughout the whole purchasing decision process (Jeon and Kim, 2008). These kinds of costs are the access...

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