Content area
Full Text
ABSTRACT
The purpose of this study is to explore consumers' views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers' satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers' behavioral intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that consumers' satisfaction has positive influences on commitment, trust, sense of community, and behavioral intentions. The influences of corporate images on commitment and trust are supported, but the influences on behavioral intentions must go through the mediators, commitment and trust. The influences of trust on commitment and sense of community exist, but the influences on behavioral intentions must go through the mediators, commitment and sense of community. Lastly, the influences of commitment and sense of community on behavioral intentions exist.
Keywords: Micro-blog, Relationship Marketing, Satisfaction, Corporation Image, Commitment, Trust, Sense of Community, Behavioral Intention.
(ProQuest: ... denotes non-US-ASCII text omitted.)
1. INTRODUCTION
While facing the current business environment in the new economy age, many enterprises have transformed into customer-oriented enterprises in a short time. To improve competitiveness, enterprises must understand their customers, know what their customers want, and satisfy their customers' needs through customized services. With the environment change brought by the age of technology, enterprises have built their relationships with customers through information systems. With data of customers' online surfing histories, enterprises can offer them more product information and obtain their responses in real time. This way, cost of customer services can be reduced, customer relationship can be secured, more connections with customers can be made, and communication can be personalized.
Base on Gronroos' [12] research, he believed that relationship marketing means enterprises develop, maintain, and improve their relationship with customers in order to reach their goals. More and more enterprises develop related attractive power by building their images to retain and draw new customers. Therefore, a company's professionalism and the building of its image is important for the company. Whether a company can provide services or products to meet customers' demands influences customers' trust and loyalty to the company.