The Effect of Relationship Marketing Implement Factors of Masstige Fashion Brand on the Trust, Satisfaction, and Repurchase Intention

Abstract

This study analyzes how the relationship marketing implement factors of masstige fashion brands influence the trust, satisfaction and repurchase intention of consumers. The survey was conducted from October $15^{th}$ to $30^{th}$ in 2008 with 330 responses used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the relationship marketing implement factors of masstige fashion brands were customer orientation, salesperson expertise, communication, brand expertise, and inducement. The relationship marketing implement factors of masstige fashion brands influence the trust and satisfaction of consumers. The trust and satisfaction of consumers influence the repurchase intention in the masstige fashion brands.

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