Research On Relationship Quality Influenced By Involvement

As they are becoming increasingly rational in decision-making, consumers are more and more involved in their decisions about brand and products, as well as every step of their purchasing processes. Studies have shown that consumers are satisfied with those decisions made under the support of strong reasons, which will in turn increase repetitive buying behavior. Enterprises should pay more attention to the customer development. Mainly from the perspective of consumers, this article aims to find out whether the degree of Consumer Involvement will have an impact on Relationship Quality between consumers and enterprises and how this involvement affects the quality. And then it will give some marketing proposes accordingly.The first chapter focuses on bringing forward the background and objective of the study, as well as study methods and innovative points. It is the summarization of the overall framework of the full text.The second chapter, however, pays much attention to the summery of relevant literature.Based on the summarization of the definitions of Consumer Involvement, Relationship Quality and study dimensions and perspective, this chapter advances the core problem:how the Relationship Quality is influenced form the perspective of consumers.On the basis of last chapter, a model is made about the influence Consumer Involvement has on Relationship Quality in Chapter 3 in which relevant hypothesizes are put forward accordingly.The following forth and fifth chapter, taking the industry of building materials for example, managed to collect a huge amount of data by designing and distributing questionnaires. And then with the help of statistical software, it would carry out empirical analysis to test those relevant hypothesizes.According to those tested hypothesizes, it comes to conclusions in Chapter 6. Also some marketing proposes are put forward in this chapter from the perspective of consumers.