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首页> 外文期刊>Journal of Organizational and End User Computing >Explaining Online Customer Repurchase Intentions from an Relationship-Marketing Perspective: An Integration of the 4Rs Marketingn Strategy and Customer Trust
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Explaining Online Customer Repurchase Intentions from an Relationship-Marketing Perspective: An Integration of the 4Rs Marketingn Strategy and Customer Trust

机译：从关系营销角度解释在线客户回购意向：4Rs Marketingn策略和客户信任度的整合

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摘要

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study t
机译：由于在线搜索替代品的成本较低，因此难以在企业对客户的环境中提高客户的回购意向。关系营销（RM）被视为一种增强客户信任度的重要方法，反过来又鼓励了回购意向，这与离线环境中的RM策略-关系调解人-成果范例是一致的。多项研究指出，4Rs营销策略既反映并实施了RM的概念。这项研究

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