人壽保險公司的業務員及公司與顧客建立良好關係品質，產生其信任與滿意進而產生忠誠度。顧客對業務員的信任或忠誠，若能有效提昇為顧客對保險公司的忠誠度，亦可創造出公司、業務員及顧客三贏的優勢。
本研究以國內A人壽保險公司為研究對象，探討影響顧客與人壽保險業務員及其公司關係品質之重要因素及關係品質對其忠誠度與顧客的再購意願之關係。本研究採取便利抽樣的方式，由個案保險公司台北市各通訊處營業分處業務人員親自請保戶填寫問卷。針對實際有效問卷數為375份，進行描述性統計分析、信度分析、效度分析及變異數分析，並以線性結構分析(SEM) 驗證模型的合適度及結構關係。
經實證分析後獲致研究結論如下：
若顧客與業務間的關係品質越高，對其業務的忠誠度也會越高但對其公司的忠誠度並不會越高，對其產品或服務的再購意願也不會越高；若顧客與公司間的關係品質越高，對其業務及其公司的忠誠度也會越高，但對其產品或服務的再購意願並不會越高；若顧客對業務的忠誠度越高，對其公司的忠誠度也會越高，但對其產品或服務的再購意願並不會越高；若顧客對公司的忠誠度越高，對其產品或服務的再購意願也會越高。

Life insurance company and its agent has built good Relationship Quality with clients that produced satisfaction and confidence can cause loyalty. If the confidence and loyalty that clients to agent could go up to the clients' loyalty to the life company, it certainly to create the advantage of win-win-win among the life company, the agent, and the clients.
The research takes the A life insurance company as the objects of study, to research the key factor that affect the Relationship Quality between the clients and the life company and its agent, and to research the relationship between  repurchasing of Relationship and the influence of Relationship Quality to the loyalty.
The research is done by the ways of sampling, which is carried out through the agent in every business bureau of insurance company in city of Taipei to request the clients to answered the questionnaires.375 effective questionnaires is analyzed by SEM to validate the fit of model and structure relationship. 
After the demonstration analysis the result as follow:
If the Relationship Quality between the clients and the agent is higher, the the clients' loyalty to the agent will be higher but it is useless for the clients' loyalty to the insurance company and the Intent to Repurchase of the clients to the services and the products ; if the Relationship Quality between the clients and the insurance company is higher, the the clients' loyalty to the agent and the insurance company will be higher but it is useless for the Intent to Repurchase  of the clients to the services and the products ;if the loyalty of the clients to the agent is higher, the loyalty of the clients to the insurance company is will be higher ,but is useless for the Intent to Repurchase  of the clients to the services and the products;if the loyalty of the clients to the insurance company is higher, the Intent to Repurchase  of the clients to the services and the products will be higher also.

目錄	I
表目錄	III
圖目錄	V
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	6
第三節 研究對象	6
第四節 研究流程	6
第貳章 文獻探討	9
第一節 關係行銷	9
第二節 關係品質	12
第三節 顧客忠誠度	27
第四節 再購意願	33
第参章 研究方法	36
第一節  研究架構	36
第二節  研究推論	36
第三節  研究變數操作型定義	39
第四節  研究設計	44
第五節  資料分析方法	45
第肆章 資料分析	47
第一節  樣本結構分析	47
第二節  信效度分析	53
第三節  整體模型與結構關係分析	56
第四節  變異數分析	63
第伍章 結論與建議	73
第一節  研究結論	73
第二節  研究貢獻	78
第三節  研究限制	81
第四節  未來研究建議	81
參考文獻	83
附錄 問卷	96

表目錄
表1-1-1 2007年全球前10大壽險國家	3
表1-1-2 2007年全球保險滲透度前十大國	4
表1-1-3 台灣人壽保險業總資產	4
表1-1-4 台灣人身保險業保費收入	5
表1-1-5 95年度及96年度壽險業務員登錄暨異動統計表	5
表2-2-1關係品質定義彙整表	13
表2-2-2關係品質組成構面	16
表2-2-3信任定義彙整表	20
表2-2-4承諾定義彙整表	22
表2-2-5滿意定義彙整表	23
表2-3-1 顧客忠誠度定義彙整表	28
表2-3-2 顧客忠誠度衡量方式彙整表	31
表3-3-1關係品質構面衡量項目	41
表3-3-2忠誠度構面衡量項目	43
表3-3-3再購意願構面衡量項目	43
表3-4-1個案保險公司96年度全國各地服務據點及業務人員數	44
表4-1-1樣本分布情形	49
表4-2-l 問卷各構面之信度分析	53
表4-3-1個別信度與組成信度及因素負荷量與平均變異抽取量	55
表4-4-1模式之整體配適度評估	57
表4-4-2模式之迴歸分析一覽表	58
表4-4-3模式之直接效果	61
表4-4-4模式之間接效果	61
表4-4-5模式之總效果	61
表4-5-1 單因子變異數分析－「年度保費佔年收入的比例」對模式構面重視程度之影響分析	66
表4-5-2 單因子變異數分析－「年齡」對模式構面重視程度之影響分析（具顯著影響者）	69
表4-5-3 單因子變異數分析－「與保險公司往來時間」對模式構面重視程度之影響分析（具顯著影響者）	71
表4-5-4 單因子變異數分析－「考慮調整原有保單」對模式構面重視程度之影響分析（具顯著影響者）	72

圖目錄
圖1-4-1研究流程圖	8
圖3-1-1本研究之觀念性架構圖	36
圖4-4-1線性結構分析結果	60

中文部份: 
方慧臻、李宏安（2004）。消費者對購買人壽保險行銷通路偏好研究之研究－以台中市民為例。壽險季刋，134，29-57。
王婷穎（2001）。國際觀光旅館之服務品質、關係品質與顧客忠誠度之相關性研究─以台北、台中及高雄地區為例。未出版碩士論文，南華大學，嘉義縣。
吳偉銓（2008）。關係品質與關係結果之研究 : 以金融業為例。未出版碩士論文，國立高雄第一科技大學，高雄市。
周文賢（2002），多變量統計分析－SAS/STAT使用方法，台北：智勝文化，17-18。
周國瑞（2004）。台灣壽險市場概況。台北：財團法人保險事業發展中心。
林政隆（2005）。知覺價值、關係品質與再購意願關係之研究--以亞力山大為例。未出版碩士論文，南台科技大學，台南縣。
凃雅涵（2008）。關係連結策略、關係品質、知覺關係投資與顧客忠誠度之關係研究-以銀行業房貸顧客為例。未出版碩士論文，國立高雄第一科技大學，高雄市。
張家彬（2008）。關係品質對顧客滿意度之影響─以銀行業財富管理業務為例。未出版碩士論文，國立中山大學，高雄市。
張振忠（2008）。服務品質、顧客滿意度與忠誠度對企業採用自動化新科技產品再購意願之研究 - 以OPC產品為例。未出版碩士論文，國立高雄應用科技大學，高雄縣。
曹勝雄、蘇明芳與林若慧（2000）。航空公司與旅行業間關係銷售行為之研究。戶外遊憩研究，13，23-43。
莊豐蓮（2008）。服務行為、顧客滿意度與顧客忠誠度關係之探討---以約聘員工為例。未出版碩士論文，長庚大學，台北縣。
許哲豪（2008）。以關係行銷觀點探討影響關係品質與顧客忠誠度之因素—以銀行業為例。未出版碩士論文，輔仁大學，台北縣。
郭敏華、郭迺鋒、簡仲明（2005）。台灣民眾保險觀念與行為調查。台北：財團法人保險事業發展中心。
陳西雲（2008）。消費金融業服務品質、顧客價值及關係品質對顧客忠誠度影響之研究。未出版碩士論文，逢甲大學，台中市。
陳盈蓉（2008）。關係銷售行為、關係投資、關係品質與行為忠誠的關係－以人壽保險公司為例。未出版碩士論文，國立高雄第一科技大學，高雄市。
陳瓊雯（2008）。銀行業顧客知覺價值對顧客滿意度與忠誠度影響之研究-以銀行業為例。未出版碩士論文，國立台北大學，台北市。
黃文翰（2002）。服務補救不一致，服務補救後滿意度與消費者後續行為意圖之關係研究。未出版碩士論文，國立東華大學，花蓮縣。
黃宏滄（2008）。影響銀行業顧客忠誠度因素之研究－以大高雄地區為主。未出版碩士論文，義守大學，高雄縣。
黃賢哲（2004）。運動健身俱樂部消費者商店印象與再次購買意願之研究－以金牌健康體是能俱樂部為例。未出版碩士論文，南華大學，嘉義縣。
溫永松（2008）。值得信賴、信任、價值、滿意度與忠誠度關係之研究─以國際航空旅客為例。未出版碩士論文，國立台北大學，台北市。
劉俊宏（1995）。服務業銷售過程中關係品質之研究－台灣地區廣告代理商為例。未出版碩士論文，國立中正大學，嘉義縣。
蔡郁楓（2001）。高級餐廳顧客與服務人員關係品質之研究。未出版碩士論文，世新大學，台北市。
賴麗慧（2008）。影響即時通訊軟體使用者關係維繫之因素對忠誠度影響之研究－以信任為中介變項。未出版碩士論文，大葉大學，彰化縣。
鍾秀蘭（2007）。壽險業務員與顧客關係強度對忠誠度影響之研究。未出版碩士論文，淡江大學，台北縣。
鐘世昌（2008）。跨國銀行之服務品質和服務傳遞屬性對網路銀行顧客滿意度及忠誠度影響之研究。未出版碩士論文，大葉大學，彰化縣。
英文部份: 
Allen, C., Kania, D., & Yaeckel, B.(1998), Internet world guide to one-to-one web marketing. John Wiley & Sons.
Amy, W., & Amrik, S.,(2003), Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of services marketing, 17(5),  495-513.
Andaleeb, S. S.(1995), Dependence relations and the moderating role of trust: Implications for behavioral intentions in marketing channels. International Journal of Research in Marketing, 12(2), 157-172.
Anderson, Erin; Weitz, Barton,(1992),”The Use of Pledges to Build and Sustain Commitment in Distribution Channels”,Journal of Marketing Research,29(1),18-34
Anderson, Eugene W., & Sullivan Mary W.,(1990),“The Antecedents and Consequences of Customer Satisfaction for Firms”, Marketing Science,12(2), 125-143.
Anderson, J. C. and Gerbing, D. W. (1988),“An Updated Paradigm for Scale Development Incorporating Uni,”Journal of Marketing Research,25(2), 186-193.
Anderson, J. C., & Narus, J. A.,(1990), A Model of Distributor Firm and Manufacturer Firm Working Partnerships,Journal of Marketing, 54, 42-58.
Armstrong, G. & Kotler .P.(2000), Marketing: An Introduction, 5th ed., Prentice Hall, New-Jersey
Babin, B. J., Griffin, M.(1998), “The Nature of Satisfaction: An Updated Examination and Analysis.”Journal of Business Research, 41(2), 127-137.
Bagozzi, R. P. and Y. Yi (1989) “On The Use Of Structural Equation Models Experimental Desig,”Journal of Marketing Research, 26(3), 271-285
Bearden, W. O. & Teel, J. E.(1983).Selected determinants of customer satisfaction and complaint reports, Journal of Marketing Research, 20(1), 21-28.
Beatson.(2008), “Employee behaviour and relationship quality: impact on customers “, Service Industries Journal, 28 (2), 211-223
Berry, L. L(1983), Relationship marketing: Emerging perspectives of services marketing. Chicago: American Marketing Association.
Berry, L. L(1995), “Relationship Marketing of Services Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science 23.236-245.
Bhote, K. R.(1996), Beyond customer satisfaction to customer loyalty-The key to greater profitability. American Management Association, New York,31.
Bove, L. L., & Johnson, L. W.(2000), A customer-service worker relationship model. International Journal of Service Industry Management, 11(5),491-511.
Boujena, O. , Johnston, W. J. & Merunka, D. R. (2009),“The benefits of sales force automation: A customer’s perspective “, Journal of Personal Selling & Sales Management, Spring, 137-150.
Christopher P.A. & Ballantyne, D.(1991),Relationship marketing-bringing quality, customer service and marketing together. London: Butterworth-Heinema- nn Ltd, 
Clark, M.(2000), Customer service, people and process in Cranfield School of Management Marketing Mangement: A Relationship Marketing Perspective. Basingstoke:Macmillan
Crosby, L.A., Evans, K. R.,& Cowles, D.(1990), Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54, 68-81. 
David Shepard Associates, Inc.(1995), Sources of marketing data, the new direct marketing: How to implement a profit-driven data-base marketing strategy. New York: Irwin professional publish-ing.
Dick, A. S., & Basu, K.(1994),Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science,22, 99-113.
Dodds, William B., Kent B. Monroe, & Dhruv Grewal,(1991), “The Effects of Price, Brand,and Store Information on Buyer’s Product Evaluations,” Journal of Marketing Research, 28(3),307-319.
Doney, P., & Cannon, J.(1997),An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35-52.
Dorsch, M. J., Swanson, S. R., & Kelly, S. W.(1998),The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the 
Engel, James F., Roger D. Blackwell, & P.W. Miniard.(1993),Consumer Behavior ,Orlando, FL: The Dryden Press.
Evans, J. R. & Laskin, R. L.,(1994),The relationship marketing process: A conceptualization and application. Industrial Marketing Management,23,  439-452.
Fletcher, J. O., Simpson J. A., Thomas, G.,(2000), “The measurement of perceived relationship quality components: A confirmatory factor analytic approach,” Personality and Social Psychology Bulletin, 26(3), 340- 354.
Folkes, V. S.(1988), “Recent Attribution Research in Consumer Behavior: A Review and New Directions,” Journal of Consumer Research, 14, 548-565.
Fornell, C.(1992),A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 55, 1-22.
Frazier, G.L.(1983), International Exchange Behavior in Marketing Channels: A Behavioral Perspective, Journal of Marketing, 47, 68-78.
Frederick, N.(2000),Loyalty: customer relationship management in the new era of internet marketing. McGraw.Hill.
Ganesh, J., Mark, J., Arnold, & Kristy, R. E.(2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64, 65-87.
Garbarino, S. & M. S. Johnson,(1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63(2), 70-87.
Goff, B. G., Boles, J. S., Bellenger, D. N., & Stojack, C.(1997),The influence of salesperson selling behaviors on customer satisfaction with products. Journal of Retailing, 73(2), 171-83.
Goodwin, Dennis W.(1992), Life and Insurance Marketing, Life Management Institute (LOMA), Atlanta, GA, 416 & 429. 
Grabner-Kräuter, S., & Kaluscha, E. A.(2003), Empirical research in on-line trust: a review and Critical assessment. Int. J. Human-Computer Studies, 58,783–812.
Griffin, J.(1995),Customer loyalty: How to earn it, How to keep it. New York, NY: Lexington Books.
Gronholdt, L., A. Martensen, & K. Kristensen (2000), “The Relation Between Customer Satisfaction and Loyalty: cross-industry Different,” Total Quality Management,11(4-6),509-514.
Gummesson, E.(1999),Total Relationship Marketing; Rethinking Marketing Management from 4ps to 30Rs. Oxford: Butterworth Heinenmann.
Gundlach, G. T., R. S. Achrol, & J. T. Mentzer.(1995), “The Structure of Commitment in Exchange”, Journal of Marketing,59,78-92.
Gwinner,K.P.,D.G.Dwayne＆N.J.Mary.(1998), “Relational Benefits in Services Industries: The Customer’s Perspective”,Journal of the Academy of Marketing Science, 26(2), 101-114.
Helgesen.(2008), “Marketing for Higher Education: A Relationship Marketing Approach“, Journal of Marketing for Higher Education, 18 (1), 50-78.
Hennig-Thuran, T. & A.Klee.(1997), ”The Impact of Customer Satisfaction and Relationship Quality on Customer Retention:A Critical Reassessment and Model Development”, Psychology & Marketing, 14(8), 764-797.
Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. & Schlesinger, L. A. (1994), “Putting the service-profit chain to work,” Harvard Business Review, 72(2),164-174.
Holmlund.(2008), “A definition, model, and empirical analysis of business-to-business relationship quality“,International Journal of Service Industry Management,19(1), 32-62
John T Bowen, Shiang-Lih Chen.(2001),The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management., 213.
Jones, T. O., & Sasser, W. E.(1995),Why satisfied customers defect. Harvard Business Review,73, 88-89.
Keaveney, S.M.(1995),Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(4), 71-82.
Kim.(2008), “Determinants of Restaurant Customers' Loyalty Intentions: A Mediating Effect of Relationship Quality “, Journal of Quality Assurance in Hospitality & Tourism, 9 (3), 219-239
Korgzynski, M.(2000),“The Political Economy of Trust,” Journal of Management Studies, 37(1), 1-21.
Kotler, P ., Leong, S. M., Ang, S. H., & Tan, E. T.(1996),In Marketing Management An Asia Perspective, Simon and Schuster (Asia). 
Kotler, P.(2000), Marketing Management, Tenth edition, Prentice-Hall, New Jersey,
Kumar, N., Scheer, L.K., & Steenkamp, J. B.(1995),The Effects of Supplier Fairness on Vulnerable Resellers, Journal of Marketing Research, 32, 55-65.
Lagace, R.R, Dahlstrom, R. & Gassenheimer, J.B.(1991), “the Relevance of Ethical Salesperson Behavior on Relationship Quality: the Pharmaceutical Industry”, Journal of Personal Selling and Sales Management, 11(4), 39-47.
Lee, J. N. & Kim, Y. G.(1999). Effect of partnership quality on is outsourcing success: conceptual framework and empirical validation. Journal of Management Information Systems ,15(4), 29-61.
Lee, M., & Cunningham L. F.(2001),A cost/benefit approach to understanding service loyalty. Journal of services Marketing,15.(2), 113-130.
Liljander, V. & T. Strandvik.(1993),” Different Comparison Standards as Determinants of Service Quality.” Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior,6,118-132
Macintosh G., Lockshin, L. S.(1997), Retail relationships and store loyalty:A multilevel perspective. International Journal of Research in Marketing,14, 487-97.
McAllister, D. J.(1995),Affect-and Cognition-Trust as Foundation for Interpersonal Cooperation in Organizations. Academy of Management Journal, 38, 24-59.
Mcknight, D. H, & Chervany, N. L(2002),What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. International Journal of Electronic Commerce,6(2), 35–59.
Mcknight, D. H., Cummings, L. L., & Chervany, N. L.(1998),Initial trust formation in new organizational relationships. Academy of Management Review,23(3), 472-490.
Mohr, J. & Spekman, R.(1994), “Characteristics of Partnership Success: Partnership Attributes, Communication Behavior and Conflict Resolution Techniques”, Strategic Management Journal, 15(2), 135-152.
Moliner.(2009),“Loyalty, perceived value and relationship quality in healthcare services “, Journal of Services Marketing, 20 (1), 76-97
Moorman, C., Zaltrnan, G., & Deshpande, R.(1992), “Relationships between Providers and Users of Marketing Research: The Dynamics of Trust within and between Organizations.”Journal of Marketing Research, 29, 314-329.
Morgan, R. M., & Hunt, S. D.(1994),The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38
Myhal.(2008), “Retaining customers through relationship quality: a services business marketing case “, Journal of Services Marketing, 22 (6), 445-453
Naude, Pete, & Buttle, Francis,(2000), “Assessing Relationship Quality”, Industrial Marketing Management, 29, 351-361.
Nunnally, J.（1978）.Psychometric Theory, 2nd Ed, New York: McGraw Hill Book Co.
Oliver, R.L.,(1997),Satisfaction: A Behavioral Perspective on the consumer, New York: Irwin/Mcgraw-Hill. 
Oliver, R. L.(1999), Whence consumer loyalty. Journal of Marketing, 63, 33-44.
Parasuraman A., Zeithaml, V. A., & Berry, L. L.(1996),The behavioral consequences of service quality. Journal of Marketing, 60, 31-46.
Payne, A.(1995),Advances in relationship marketing. London: Kogan Page.
Ravaid A., & C. Gronroos,(1996), “The Value Concept and Relationship Marketing”, European Journal of Marketing, 30(2), 19-30
Reichheld, F. F. & Schefter, P.(2000), “E-Loyalty: Your secret weapon on the Wed” , Harvard Business Review, 105-113. 
Reichheld, Frederick F. & Sasser Earl W.(1990),“Zero Defections：Quality Comes to Services”, Harvard Business Review, 68, 105-110.
Reynold, K. E., & Beatty, S. E.(1999), Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32.
Ring , P. S., & Van de Ven, A. H.(1992),Structuring cooperative relationships between organizations. Strategic Management Journal, 18, 483-498.
Rousseau, D. M., S. B. Sitkin, R. S. Burt, & C. Camerer,(1998), “Not So Different After All: A Cross-Discipline View of Trust”, Academy of Management Review, 23(3), 393-404.
Rust. R., Zahorik, A.J. & Keiningham T.(1995),  “ Return on Quality: Making Service Quality Financially Accountable.” Journal of Marketing. 59, 58-70.
Ryan, M.J.(1999), “Diagnosing Customer Loyalty Drivers,” Marketing Research, 11(2), 18-27.
Selnes, F.(1993), An examination of the effect of product performance on brand reputation satisfaction and loyalty. European Journal of Marketing, 27, 19-35.
Shamdasani, P. N. & Balakrishnan, A. A.(2000), “ Determinants of Relationship Quality and Loyalty in Personalized Services.” Asia Pacific Journal of Management, 17, 399-422.
Sirdeshmukh, D., Singh, J., & Sabol, B.(2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, 66(1),15-37.
Skarmeas.(2008), “Market and supplier characteristics driving distributor relationship quality in international marketing channels of industrial products “, Industrial Marketing Management, 37 (1), 23-36
Smith J. B.(1998),Buyer—seller relationships: similarity, relationship management, and quality. Psychology and Marketing, 15(1), 3-21.
Smith, D.(1998).“Buyer-Seller Relationships: Bonds, Relationship Management, and Sex-Type”, Canadian Journal of Administrative Sciences, 15(1), 302-321.
Spreng, R. A., Harrell, G. D., & Mackoy, R. D.(1995),Service recovery: Impact on satisfaction and intentions, Journal of Service Marketing, 9(1), 15-23.
Storbacka, K., Standvik, T., & Gronroos, C.(1994),Managing customer   relationships for profit: the dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21-38.
Tam, J. K., & Wong, Y. H.(2001),Interactive selling: a dy-Namic framework for service. The Journal of Service Marketing, 15(4), 379-396
Taylor, S.A. & T.L. Baker.(1994) ,“An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of consumers′ Purchase Intention”, Journal of Retailing,70(2), 163-178.
Tsai,W. & S.Ghoshal.(1998),“Social Capital and Value Creation：The Role of Intra-firm Networks”,Academy of Management Journal,41(4),464-476.
Tse, D. K. & P. C. Wilton.(1988), “Model of Customer Satisfaction Formation: An Extension,” Journal of Marketing Research ,25(2),204-12.
Walters, B. A., P. Peters, & G. G. Dess.(1994), “Strategic Alliances and Joint Ventures: Making Them Work”, Business Horizons, 5-10,.
Wilson, D. T.(1995), “An integrated model of buyer-seller relaionship,” Journal of the Academy of Marketing Science,23(4), 335-345.
Woodruff, R. B.(1983), “Modeling consumer satisfaction process using experience based norms, Journal of Marketing, 20(3), 296-304.
Wulf, K. D., Odeker-Schrpder, G., & Iacobucci, D.(2001),Investment in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65, 33-50.
Zeithaml, V. A. & M. J. Bitner,(1996),Service and Marketing, New York: McGraw-Hill.
Zeithaml, V. A. & M. J. Bitner, (2000),Service marketing: Integrating customer focus across the firm ., New York: McGraw-Hill.