Impact of marketing channel caused by relationship marketing of online social network

Min Wang, Yijie Bian, Jiangao Deng, Hong Sheng, Juan Tao*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


A large number of online social communities have been founded on the internet. Most people, in such online social communities, develop good relationships, believe in each other and share business experiences. Relationship marketing, based on online social network, becomes an important marketing channel. Based on the survey of customers of Changzhou Yuexing Furniture Global Harbor (CYFGH), the relationship between customer loyalty and relationship marketing are examined. The results show that, improvements of interaction frequency between suppliers and customers, as well as professional knowledge of suppliers, can advance relationship quality between suppliers and customers, which will enhance customer loyalty indirectly. In addition, the stronger customer feeling is, the better relationship quality will be. Once suppliers develop good relationship quality with their customers, customers will share their business experiences with others, and suppliers will not only retain existing customers, but also will obtain potential customers through online social communities.

Original languageEnglish
Pages (from-to)348-364
Number of pages17
JournalInternational Journal of Services, Technology and Management
Issue number6
Publication statusPublished - 2016


  • Customer loyalty
  • Online social network
  • Relational marketing
  • Relationship quality


Dive into the research topics of 'Impact of marketing channel caused by relationship marketing of online social network'. Together they form a unique fingerprint.

Cite this