The goal of relationship marketing focuses on development of loyalty and maintenance of long-term relationship based on cooperation and partnership with key customers. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in benefit and barrier is relatively sparse. In recent years, e-commerce is a blooming business, and Web 2.0 which increases interaction between customers and firms on Internet is released. Beside, many companies operate in virtual and physical environment simultaneously, and the issue of multiple channels management is more and more important. We attempt to explain the relationships among relational bonds, two drivers, and customer loyalty in virtual and physical channel.
關係行銷的目的在於與重要顧客建立忠誠度並維持長久合作的關係。在過去的文獻中，大多將重點放在不同的關係結合策略如何的提升顧客忠誠度，而將焦點放在關係結合策略中如何增加利益及障礙來留住顧客的研究是很少見的。近年來，Web2.0的普及，以及企業多重通路管理議題越來越受到重視。因此，本研究想解釋在虛擬與實體通路，關係結合策略、利益與障礙和顧客忠誠度之間的關係。

Catalog
1. Introduction 1
2. Literature Review 4
2.1. Customer loyalty drivers-benefit and barrier 4
2.2. Relational bonding strategies 7
2.2.1. Financial bonds 7
2.2.2. Social bonds 9
2.2.3. Structural bonds 11
2.3. Relationship of benefit and barrier and Loyalty 14
3. Method 17
3.1. Sample and data collection 17
3.2. Sample characteristics 17
3.3. Measurement 18
4. Analysis and results 23
4.1. Measurement model 23
4.1.1 Item analysis 23
4.1.2 Exploratory factor analysis (EFA) 25
4.1.3 Confirmatory Factor Analysis (CFA) 26
4.1.4 Reliability and validity 33
4.2 Hypotheses testing 37
4.2.1. Structural model 37
5. Discussion 42
5.1 Conclusions 42
5.2 Managerial Implications 44
5.3 Limitations 45
5.4 Future directions 46
6. References 48

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