The Influence of Customer Empowerment on Customer Relationship Strength
－The Moderating Effects of Product Categories
Student: Tzu-Chiang Chao Advisor: Prof. Chien-Heng Chou
Chinese Culture University
ABSTRACT
If corporations can maintain consumer relationship，there will have long term relationship between with corporations and corporations；therefore；corporations marketing and operations cost may not only can cost down，but also increase customers satisfaction and enhance positive word-of-mouth. For the consumer，the relationship between consumer and corporations can enhance consumer’s both confidence and sense of security. And the consumer can reduce purchase risk and searching cost. How to get long-term customer relationship is an important issue. So many firm try to provide customer empowerment strategy to increase customer loyalty and positive word-of-mouth. This research focuses on customers empowered how to increase long-term consumer relationship and how the Product Categories effect the consumer relationship, customer satisfaction, customer relationship strength, customer commitment and relationship bonds , striving for greater benefits for customer and corporations .
