Study On Customer Relationship Value Influenced By Relationship Quality Fit

Relationship value and relationship quality is more important concept in the theory of Academia and the business community generally agree that High-quality relations is the key ,which businesses and clients used to creating the relationship and continuing relationship. That can reduce unease and uncertainty of customers in the trading. But there is still the lack of definition of relation between qulity relation and value relation from the perspective of two ways. And more importantly, people also did not consider the function of fit as the detection dimension in the study of relationship marketing.In this paper, author based on theory of fit and theory of relationship quality and used relationship quality as important variable for studying the relation of business to study the influence between relationship quality and value relationship. At the same time, author also considers the role of fit in the relationship of cause model between relationship quality and value relationship. The study reveals that, be similar to way of thinking of satisfaction test of costomers, we choice intermediary variable-fit to dig the relationship between relationship quality and relationship value using medi-funtion of fit.This paper summarized in the domestic and international inspection materials, paper first value status quo of quality and value of relations. This raised the theoretical model in this paper. Secondly, combine with of the characteristics of sectors selected to do demonstration, we select agelong clients which have characteristics of experience and confidence as sample, adopt a systematic sampling method for sampling, and by the use of Amos7.0 analysis structural model, which build up by relationship quality, fit and value relationship, and other variables.The results present that the ideas of research supported by data. 1, from the perspective of fit to study the impact from relationship quality to relationship value is effective,trust,promises,satisfied,fit and relationship value has significant correlation, the influence between fit and value individual is the prominentest;2, Intermediary effect of fit is clear in the model,the resulte presete that impact of fit on the relationship value far exceeds the impact of relationship quality,the correlation between relationship and fit is high,relationship quality influence clearly relationship value by fit;3,the influence from qulity relationship to relationship value has levels, and it just influence the value under the level of relation.This article has innovation: establish the theoretical models of relationship quality influencing value relationship, through empirical analysis to verify the degree of quality influence value relationship, revealed the medi-offect of fit.