Research On The Mechanisms Of The Customer Relationship Continuance Based On The Customer's Perspective

As the competitive pressure is increasing and the seller-market is transiting into the buyer-market, the customers' attitudes and behaviors play an important role during the enterprise's development So, it is necessary for the enterprise how to make and maintain the good customer relationships needs to be considered from the strategy perspective in order to strengthen the survival and developing competence (Haugland, 1999; Eriksson, Vaghult, 2000). How to maintain the customer relationships has been already considered. The current papers on the customer relationships' continuance focused either on the customer satisfaction or the customer loyalty, but the customer satisfaction or the customer loyalty didn't tell us the mechanisms of the customer relationship' continuance. Also the papers didn't explore completely the essence of the customer relationship's continuance (Henning etc., 1997; Torsten etc., 2001). Further, the research on the customer relationship are almost from the seller's perspective, the buyer's perspective is badly neglected. So, based on the previous papers and employed the empirical research approach, this paper tried to explore the mechanism of the customer relationship's continuance from the buyer's perspective.The problems that this paper would solve inchude three sub-questions:(1) Research on the essence of the customer relationship continuance viewpoint of the customer. If exploring the mechanism of the customer relationship's continuance from the buyer's perspective, we have to answer "what is the essence of the customer relationship's continuance? This paper explores that the relational benefits were the essence of the customer relationship's continuance.(2) Research on effects of the customers' benefits on the customer relationship's continuance. When the essence of customer relationship's continuance is solved, a following problem perceived is the relationship benefits influence the customer relationship's continuance directly and indirectly? It is the last problem this paper will study.