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My primary research interests revolve around relationship marketing (RM) with a particular focus on the financial services industry. My study mainly concerns the investigation of how Relationship Marketing is implemented in the Taiwanese consumer banking sector in order to establish, enhance, and maintain customer relationships. My research is driven by the passion to develop understanding and contribute to current academic debate. Specifically, my work addresses three main areas, namely:
a) The concepts and practices of RM and its implications for marketing strategy
b) The reciprocal interrelation between Chinese culture, Guanxi, and RM.
c) People-driven processes in Customer Relationship Management (CRM) and its impact on the concept and implementation of Relationship Marketing
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․關係行銷(Relationship Marketing)
․行銷學(Principles of Marketing)
․消費者行為和市場調查研究(Consumer Behaviour and Market Research)
․服務業行銷(Service Marketing)
․行銷策略管理 (Strategic Marketing Management)
․論文寫作專題研討 (Dissertation Supervision)
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