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@article{ART001254452},
author={Lee Jung Sae},
title={The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2008},
volume={13},
number={3},
pages={225-238}

TY - JOUR
AU - Lee Jung Sae
TI - The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types
JO - Journal of The Korea Society of Computer and Information
PY - 2008
VL - 13
IS - 3
PB - The Korean Society Of Computer And Information
SP - 225
EP - 238
SN - 1598-849X
AB - 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.
KW - Relationship Continuity;International Multimodal Operator;Relationship Marketing;Transactional Type;Service Type;
DO -
UR -
ER -

Lee Jung Sae. (2008). The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types. Journal of The Korea Society of Computer and Information, 13(3), 225-238.

Lee Jung Sae. 2008, "The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types", Journal of The Korea Society of Computer and Information, vol.13, no.3 pp.225-238.

Lee Jung Sae "The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types" Journal of The Korea Society of Computer and Information 13.3 pp.225-238 (2008) : 225.

Lee Jung Sae. The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types. 2008; 13(3), 225-238.

Lee Jung Sae. "The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types" Journal of The Korea Society of Computer and Information 13, no.3 (2008) : 225-238.

Lee Jung Sae. The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types. Journal of The Korea Society of Computer and Information, 13(3), 225-238.

Lee Jung Sae. The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types. Journal of The Korea Society of Computer and Information. 2008; 13(3) 225-238.

Lee Jung Sae. The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types. 2008; 13(3), 225-238.

Lee Jung Sae. "The Effects of MTO's Marketing Activity Factors on Relationship Continuity under Transactional Types" Journal of The Korea Society of Computer and Information 13, no.3 (2008) : 225-238.