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The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2008, 13(3), pp.225-238
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

Lee Jung Sae 1

1대진대학교

Accredited

ABSTRACT

This study is to evaluate the influence of relationship marketing and identify empirically the important factors which affect relationship continuity between multimodal transport operators and shippers. The empirical findings of this research are; MTO's marketing activity factors which consist of customers' contact intensity, relationship-oriented factors, positively affects relationship continuity such as revisit intention and word-of-mouth communication. As a result, relationship marketing activities are essential to the market strategy of MTO for continuous and stable growth. Also, on condition of transactional types, On-line transaction has an effect of customer switching, but there is no different effect in case of service type. Accordingly, international MTO in domestic need to develop various relationship marketing programs such as a special program for enhancing the continuity, an event for long-term customers and training program should be implemented and enforced to elevate quality of the service encounter.

Citation status

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