Study Of The Relationship Between The Quality Of The Washing Equipment Companies

With technological progress and marketing strategy perfecting, the competition between modern enterprises become fiercer and fiercer. And the focus is how to enhance the competition for enterprises but increase the quality of product and service. The rise of relationship marketing brings chances for enterprises to improve competitive advantage. And they must establish higher relationship quality with clients and other stakeholders to gain long-term development. With the study of relationship quality between enterprise and clients, how to measure the relationship quality and judge the influencing factors become a key topic.First, based on the review of related literatures, the relationship quality theory has been sorted and summarized. And this thesis takes washing equipment enterprise for example, use satisfaction, trust and commitment frequently-used to measure relationship quality between enterprise and clients; use communication, adaptability, quality of service, private relations and conversion cost as influencing factors and use customer loyalty as result factor for relationship quality. Second, establish the research model and propose the hypotheses. Third, after referencing literatures and analysis the characteristic of washing enterprises, present measure index for each dimension, design the questionnaire, and use questionnaire survey and SPSS statistical analysis software to know the samples distribution and reliability and validity tests for questionnaire recovered. Forth, use correlation analysis between factors affecting the relationship quality and all dimensions for relationship quality concluded that main influence factors of relationships quality is conversion cost, adaptability and personal relationship, communication and quality of service relatively smaller, and through the correlation analysis between all dimensions for relationship quality and customer loyalty, relationship quality can effectively influence customer loyalty levels, which is that higher relationship quality can bring customer loyalty. Fifth, use regression analysis to determine the structure relations between all dimensions for relationship quality and factors affecting the relationship quality and two dimensions for customer loyalty. And regression analysis also concluded that conversion cost, adaptability and personal relationship affect relationship quality dimensions more, communication and quality of service relatively littler, commitment influence behavior loyalty more and satisfaction influence loyal attitude more. Last, test the hypotheses and the research model, and they both past test. In the end of this thesis, summarize the conclusion and proposed the corresponding marketing strategy combed the washing equipment enterprises situation: increase conversion cost by promoting product quality, strengthening service quality, providing special treatment for long-term partners; promote relation contacts level by establishing communication mechanism, increasing personal contacts to make the customer become friends; gain customer satisfaction by adopting personal selling strategy to answer and solve customers'problems timely; enhance adaptability to customers by establishing customer database; trying the best to meet customer needs. All of those are to enhance relationship quality level between enterprise and customers in washing equipment industry. Besides, put forward the limitations of the study and the direction for future researches.