Date of Award


Degree Type


Degree Name

Master of Philosophy (MPHIL)

First Advisor

Prof. Tsang-sing CHAN

Second Advisor

Dr. Wei-ping WU


Following the advancement of information technology and the technological trend of doing business, many companies have shown intentions to enter into the electronic business and invest in customer relationship management. The combination of electronic commerce and customer relationship management will be the hottest issue in the future development of Hong Kong. In addition to the highly competitive environment in local consumer product market, explores the importance of relationship marketing development in Hong Kong. However, although much literature has been published in this area, only a very small amount of studies has focus on their discussion on the business-to-business relationship area. Furthermore, the focus of the prior literature of relationship marketing is examining the consumer-organization relationship from viewpoint of organizations. This research tries to provide a better understanding of the consumer-organization relationship by examining customers’ acceptance on the relationship marketing strategy.

This study used quantitative data to examine the association between relationship marketing acceptance and marketing effectiveness. In addition, this study tested the hypotheses about the sources of relationship marketing acceptance. By using the partial correlation analysis, this research found that relationship marketing acceptance has positive association with marketing effectiveness. Factors contributing to the acceptance are product category familiarity, trust, commitment, and importance attitude toward benefits. Furthermore, this study also found that trust, commitment and product category familiarity have positive relationships with the marketing effectiveness.



Recommended Citation

Lau, H. W. O. (2000). Relationship marketing acceptance and marketing effectiveness (Master's thesis, Lingnan University, Hong Kong). Retrieved from