Relationship Bonding Empirical Studies Of The Impact On Consumer Satisfaction And Consumer Trust

There were many literatures study on the correlation analysis between relationship bonds and relationship quality, but these study got different conclusions. Most scholars have not given specific relationship of bonds and relationship quality, just got some general inclusion. Meanwhile, most scholars use relationship quality as intermediate variable and focus on analyzing influence of predisposition factors on relationship quality. They also used to discuss influence of relationship quality on output elements. But there are rare literatures on the relationship among basic dimensions of relationship quality. Combining with industry background, this paper divide relationship quality into two dimensions: satisfaction and trust. Then we use positive analysis on the relationship among relationship bonds, customer satisfaction and customer trust in order to complement the theory of relationship marketing.On the basis of summarizing relevant studies, this paper focus on the following questions: first, comparing the influence of different relationship bonds on consumer satisfaction and consumer trust. Second, discuss dimensions of relationship quality. Third, study relationship between customer satisfaction and customer trust. On the basis of the foregoing research purpose, taking clothing retail for example, we use questionnaires survey and make regression analysis and correlation analysis.Research proves that in all structural influencing factors, combination has the most great influence on customer satisfaction. financial combination has the least influence on customer satisfaction. Social combination has the most great influence on customer trust. financial combination also has the least influence on customer trust. there is a remarkable positive relationship between customer trust and customer satisfaction.Finally, we propose some marketing suggestion to keep long-term relationship with costumers. The suggestion as follow:first, corporation should take into account social combination. Cloth retailer should strengthen investment in consumer sentiment, and understand consumer demand by communicating with them, then provide sincere and quality service. Second, corporation also should think highly of structural combination. Enterprises should focus on consumers'comments and timely handle complaints, and provides consumers with customized service so as to improve customer satisfaction and trust. Third, corporation should rational use financial combining and transfer resources into customers of most value. Fourth, by strengthening the satisfaction factors and weakening dissatisfied factors, Enterprises should adopt consumer satisfaction management, thereby can improve consumer trust and establish a long-term relationship with costumers.