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http://dx.doi.org/10.22156/CS4SMB.2021.11.06.099

The effect of Relationship Marketing Activities on Relationship Satisfaction and Relationship Continuity Intention  

Cho, Sang-Lee (Division of Distribution & Logistics, Dongeui University)
Cho, Sam-Hyun (Division of Distribution & Logistics, Dongeui University)
Publication Information
Journal of Convergence for Information Technology / v.11, no.6, 2021 , pp. 99-106 More about this Journal
Abstract
This study examined whether relationship marketing activities affected relationship satisfaction and ultimately relationship continuity intention for 180 online store users. As a result of hypothesis test through path analysis, it was found that financial activities and structural activities such as delivery services in shopping malls had a positive effect on relationship satisfaction. In particular, it was found that the influence of structural activities was greater. This suggests that fast delivery or easy-to-search traffic is more meaningful to relationship satisfaction than economic benefits. At the significance level p<0.05, it was found that social activities did not have a significant effect on relationship satisfaction. Because it is not easy to develop social bonds between salespeople and customers at online stores, but the direction is considered positive. Therefore, if online stores can form social bonds with customers, this will have a positive effect on relationship satisfaction, but it is expected that this will become a factor that can differentiate them from competitors.
Keywords
Financial activity; Social activity; Structural activity; Relationship Satisfaction; Relationship Continuity Intention;
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