A Study On The Impact Of Face Strategies On The Relationship End Quality

Nowadays, relationship marketing has become hot topic. In order to improve customer relationship quality and increase performance; different companies in different industry apply relationship marketing theory in work. The distinct trait of china is face and face phenomenon can see everywhere.This article studies on the impact of face strategies on the relationship end quality. And in which condition the stimulus will be most effective. On the basis of the literature review, the assumptions are made as following. Face strategies can significantly predict relationship end quality. and face concern in the relations played a role as moderators. In the model relationship end types are considered as scene factor.The revised questionnaires are handed out in customers of banks Those 212 valid questionnaires were collected for the further analysis. The result showed that: under different relationship end types, different face strategies or face strategies combination has direct influence on face gain on unlike degree. Then the conclusion is found that the face gain can significantly predict relationship end quality.According to analysis of the result, we learn that all face strategies except external reason can improve face gain. and in defferent relationship end types; we should choice different face strategies.This study not only has theoretical innovation, also have great significance impact in the marketing.However, the study still has deficiencies such as sample range, research object, and measure then these should be improved in further researches.