A Study on the Effect of Relationship Marketing on the Reuse Intention of Community Services and Analysis of Mediating Effect of Service Quality

Abstract

This study aims to consider both the relationship marketing and service quality as the influence factors of reuse intention, reinterpret them in the field of community services, and further investigate the mediating role of service quality between the relationship marketing and reuse intention. To accomplish these research objectives, we collected data by executing the questionnaire with the service users of the community services as a part of social service voucher program. The collected data were analyzed by the descriptive statistics, correlation analysis, and structural model analysis, using SPSSWIN v19.0 and AMOS v18.0. The results drawn from this research are as follows. First, the more the relationship marketing was enhanced in the community services, the higher the reuse intention was. Second, the higher the service quality of community services, the higher the reuse intention. Third, the more the relationship marketing was enhanced in the community services, the higher the recognition by the users’ service quality was. Fourth, the service quality in the community services played a full mediating role between the relationship marketing and reuse intention. The study has the significance of social welfare in terms that the relationship marketing can be a mechanism to improve the relational vulnerability in the social service voucher programs as well as to investigate these relationships from various angles, by analyzing the relationship between the relationship marketing, reuse intention, and service quality in the field of community services.