Long-term Relationship Orientation Research Articles

The Effect of Relationship Benefits of Small Beauty Expert Shop on Trust and Long-Term Relationship Orientation

The Effect of Relationship Benefits of Small Beauty Expert Shop on Trust and Long-Term Relationship Orientation

Intersexual and Intrasexual Differences in Mate Selection Preferences Among Lesbian Women, Gay Men, and Bisexual Women and Men

Sex differences in mating strategies and partner preferences are well established. However, most research solely focused on heterosexual women and men. We examined the mate selection, marriage, and age preferences of a sample of lesbian women, gay men, and bisexual women and men (LGB) who took part in an online dating survey. Additionally, we analyzed inter- and intrasexual differences in these preferences. A total of 710 participants rated the importance of 82 mate selection criteria and 10 marriage criteria, and they also indicated their age preferences and short-term and long-term relationship orientation. An exploratory factor analysis suggested 11 relevant domains of mate selection in the LGB sample, with sex, age, and long-term relationship orientation being relevant predictors of differences in these domains. We compared the LGB data with data collected from 21,245 heterosexual women and men on the same mate selection criteria. Results showed that the participants’ sex was the most important predictor of differences in mate selection and marriage preferences, while intrasexual variables (sexual orientation and relationship orientation) explained only a small part of the variance. We incorporated the results into the current discussion about partner preferences and sexual orientation.

수영지도자의 비언어적 커뮤니케이션, 감정반응, 고객만족, 장기적 관계지향성의 관계

Purpose: The purpose of this study is to investigate the relationship between swimming instructors’ nonverbal communication and emotional response, customer satisfaction, and long-term relationship orientation BR Method: This study selected swimmers from five swimming pools in Busna and collected 437 samples through convenience sampling methods. The data from 412 people were used for the actual analysis, excluding those of 25 people whose answers were judged to be dishonest or inconsistent. For data analysis, this study conducted frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression analysis, and multiple regression analysis using the SPSS statistics 26.0 program. Based on the above methods and data analysis results, the results derived from this study are as follows.BR Results: First, the nonverbal communication of swimming instructors had a significant effect on emotional responses. Second, nonverbal communication of swimming instructors had a significant effect on customer satisfaction. Third, emotional responses had a significant effect on customer satisfaction. Fourth, emotional responses had a significant effect on long-term relationship orientation. Fifth, customer satisfaction had a significant effect on long-term relationship orientation.BR Conclusion: In summary, it shows that the active use of nonverbal communication by swim instructors can lead to long-term relationships in the future by increasing participants’ positive responses and satisfaction. Therefore, swimming instructors should actively utilize nonverbal communication to satisfy customer needs through continuous interaction with customers and seek ways to elicit positive emotions and satisfaction in customers.

The Antecedent Factors Influencing Long-term Relationship Orientation in Overseas B2B Markets

Purpose – Based on the past overseas business experiences of China Business to Business (B2B) enterprises, this study focuses on the influence of relationship marketing factors on the long-term relationship orientation of trading partners. First, this study discusses whether the relationship marketing factors in B2B environment-information sharing, customer orientation and interdependence will lead to the relationship satisfaction of enterprise customers. Then, it discusses whether relationship satisfaction leads to long-term relationship orientation of corporate customers. Finally, the mediating role of relationship satisfaction between relationship marketing factors and long-term relationship orientation is analyzed. Design/Methodology/Approach – The data were collected through questionnaires, and the persons in charge of sales and purchases of 350 B2B enterprises in China were investigated. Finally, 296 valid questionnaires were used for research and analysis. Findings – The analysis results of this study are summarized as follows: First, this study reveals the positive influence of relationship marketing factors such as information sharing, customer orientation and interdependence on relationship satisfaction. Second, relationship satisfaction is confirmed to have a positive impact on long-term relationship orientation. Third, the analysis of the mediating effect of relationship satisfaction shows that “relationship marketing factors lead to long-term relationship orientation through relationship satisfaction. Research Implications – This study confirms that information sharing, customer orientation, and interdependence are key factors that shape relationship satisfaction. Managers of B2B companies should have a clear understanding of relationship marketing. All policies and behaviors of an enterprise must be guided by the interests and needs of enterprise customers and ran through the entire process of production and marketing. Enterprises should strengthen two-way communication with corporate customers to understand each other’s needs and gradually form interdependent relationships with corporate customers. They should provide customers with comprehensive and thoughtful services, so that they can have a sense of identity and belonging to the enterprise, and then achieve relationship satisfaction and be willing to maintain a long-term relationship.

프로야구 구단의 통합마케팅커뮤니케이션(IMC)과 구단동일시 및 장기지향성의 관계

Purpose: The purpose of this study is to investigate the relationship among the integrated marketing communication (IMC) of professional baseball teams, team identification, and long-term relationship orientation.BR Method: In this study, spectators watching professional baseball were set as a population. A survey was conducted on 205 fans who watched the Doosan Bears’home game using the convenience sampling method. Finally, a total of 178 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, and structural equation model analyses were conducted using SPSS 21.0 and AMOS 21.0.BR Results: Main results are as follows: First, the stakeholder connectivity and interactivity of professional baseball teams’ IMC had positive effects on team identification. Second, team identification had a positive effect on long-term relationship orientation. Lastly, team identification mediated the relationship between stakeholder connectivity of professional baseball teams’ IMC and long-term relationship orientation.BR Conclusion: Therefore, professional baseball teams should identify IMC that fans perceive as important and establish effective marketing communication strategies to increase team identification and long-term relationship orientation.

The Association Between Relationship Orientation, Relationship Quality and Sexual Satisfaction

Although, uncommitted dating via online apps is widespread, most people find value in long-term, trusting relationships. From a social and evolutionary point of view, it has been theorized that mating strategies, and, in particular, short-term strategies make some relationships more vulnerable than others. In our study, we examined short- and long-term relationship orientation and their association with relationship quality. We analysed data from 395 heterosexual couples using the actor-partner-interdependence model in order to explore effects on individuals and couples. Results demonstrated that short-term orientation was associated with lower levels of relationship quality and an increased likelihood of complaints about the partner and the relationship. Long-term relationship orientation, on the other hand, was associated with higher levels of relationship quality. In addition, higher levels of sexual satisfaction mediate the association between short-term orientation and relationship quality. In-depth analyses revealed gender- and couple effects.

Effect of Cosmetics Store Relational Benefits on Affective Commitment and Long-term Relationships

Purpose: This study analyzes the mediating effect of affective commitment in the relationship between long-term relationship orientation and customers perceived relational benefits highlight the importance of positive relationships with customers in cosmetic stores, and how relational benefits improve the affective commitment and long-term relationship orientation.Methods: This study conducted a survey of 300 customers who visited cosmetics stores in Seoul and the metropolitan area from November 16 to December 31, 2021, and used 297 copies as the final analysis data; three that could not be used as samples were excluded. Frequency, factor, reliability, and three-stage mediated multi-regression analyses were conducted using SPSS Ver.21.0 as an analysis method.Results: The results found the following: First, the perceived relational benefits of customers visiting cosmetics stores have a positive impact on affective commitment, and long-term relationship orientation to maintain long-term relationships with stores that have visited. Second, affective commitment in relationships with relational benefits and long-term relationship orientation was shown to have a partial mediating effect.Conclusion: Customers who experience and perceive service benefits and homogeneity experience an emotional commitment that to revisit. Such an experience is believed to create long-term and positive bonds with customers to achieve efficient management performance.

온라인 스포츠커뮤니티의 정보특성과 관계신뢰, 관계만족 및 장기적 관계지향성의 구조적 관계

This study has a main purpose that closely examines the structural relationship among information characteristic, relationship trust, relationship satisfaction, and long-term relationship orientation in online sports community. In order to achieve it, the sample from user of online sports community were accumulated by using convenience sampling that chose sports center in Seoul. The samples were 319 people. and we excluded unsuitable sheet like that were decided as untruthful one and an omission and unclear. So the final samples were 287 people. On the basis of that, The statistical techniques, spss 24.0 and amos 24.0 program have been used for the analysis as per research purpose. The statistical analysis used in the research for a data analysis includes frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation model analysis. The research has drawn the following conclusions, based on the above mentioned research method and its procedures: First, The information characteristic influences the relationship trust. Second, The relationship trust influences the relationship satisfaction. Third, The relationship trust influences the long-term relationship orientation. Fourth, The relationship satisfaction influences the long-term relationship orientation.

Differences in Relational Benefits, Relationship Quality, Happiness, and Long-term Relationship Orientation According to the Use of Barber Shop

The purpose of this study is to provide basic data on differentiated marketing strategies necessary for barber shop management in the future by verifying differences in relational benefits, relationship quality, happiness, and long-term relationship orientation according to barber shop use. The 320 copies of data collected in this study were analyzed through SPSS 21.0, and frequency analysis, factor analysis, reliability analysis, and ANOVA analysis were performed. Through this study, it was found that there are differences in customer relational benefits, relationship quality, happiness, and long-term relationship orientation according to the use of Barber Shop. The improvements based on the conclusion of this study are as follows. First, it provides accurate information that customers need to increase their psychological satisfaction. Second, treat customers like friends so that they can feel comfortable. Third, barber shop goods are provided to customers so that customers can feel a sense of belonging. Fourth, to increase mutual reliability, the reservation time is strictly observed. Fifth, it provides perfect styling to customers so that customers can feel a sense of accomplishment. Sixth, use a referral coupons. By doing so, barber shop can secure regular customers and new customers.

The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention

The aim of this study was to present strategic measures for the sustainability of exhibitions and fairs by examining the relationship between integrated marketing communication (IMC) and the customer behavior and recommendation intentions of the participants who attended golf exhibitions and fairs. To achieve this aim, we conducted a literature review of IMC to formulate a hypothesis; next, we administered a questionnaire to 256 participants at the exhibitions and fairs related to golf equipment. The results show that the two-way communication of the exhibition and fair was positive for the customer’s continuous purchase intention, purchase behavior, and long-term relationship orientation, and the purchase behavior and long-term relationship orientation had a positive effect on the continuous recommendation intention.

Effects of Perceived Value on the Oversized Product Packaging of the Online Food Delivery Service on Customers Long-term Relationship Orientation and Word of Mouth

Effects of Perceived Value on the Oversized Product Packaging of the Online Food Delivery Service on Customers Long-term Relationship Orientation and Word of Mouth

스포츠센터의 접점서비스 품질과 접점만족, 관계신뢰 및 장기적 관계지향성의 구조적 관계

스포츠센터의 접점서비스 품질과 접점만족, 관계신뢰 및 장기적 관계지향성의 구조적 관계

어린이 전용 수영장 지도자의 커뮤니케이션 유형, 감정적 애착, 지도자 신뢰 및 장기적 관계지향성의 구조적 관계

The purpose of this study was to examine the structural relationship between instructor’s communication type(verbal/non-verbal), emotional attachment, trust, and long-term relationship orientation in the context of kids swimming club. To achieve this objective, a total of 280 members of kids swimming club was selected using the convenience sampling method. 277 usable data were utilized in the data analysis procedure. Data analyses included frequency analysis, confirmatory factor analysis, reliability analysis, descriptive analysis, correlation analysis, and structural equation modeling with SPSS 23.0 and AMOS 22.0. The results of this study were as follows. Firstly, the verbal communication of instructor had a positive effect on emotional attachment, whereas only the appearance language sub-dimension had a positive impact on emotional attachment. Secondly, verbal communication had a positive effect on the trust of the instructor, however, none of the sub-factors of non-verbal communication had significant effect on trust. Thirdly, emotional attachment had a positive effect on trust of the instructor. Fourthly, emotional attachment had a positive effect on long-term relationship orientation. Lastly, the trust of the instructor had a positive effect on the long-term relationship orientation. In addition, managerial implication and future research opportunities were also suggested.

사찰음식의 온라인 구전 정보특성이 장기관계 지향성에 미치는 영향 : 지각된 기능적 가치의 매개효과를 중심으로

사찰음식의 온라인 구전 정보특성이 장기관계 지향성에 미치는 영향 : 지각된 기능적 가치의 매개효과를 중심으로

피부미용 서비스품질이 호혜성지각·장기적 관계지향에 미치는 영향

피부미용 서비스품질이 호혜성지각·장기적 관계지향에 미치는 영향

The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation

• All aspects of CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on customer citizenship behaviors. • Customer citizenship behavior (CCB) had a positive effect on customers’ long term relationship orientation (LRO) with firms. • It provides empirical implications for companies in terms of CSR activities as a focal factor in building long-term relationships. With the expansion of corporate social impact, corporate social responsibility (CSR) activities have been regarded as a critical factor for corporate management. There is a need to understand customers’ perception of CSR activities for future corporate profitability. Thus, this study investigates the effect of multidimensional CSR activities on customers’ corporate image, customer citizenship behavior (CCB), and long-term relationship orientation (LRO). The results indicate that CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on CCB (making recommendation, helping other consumers, and providing feedback). It also appears that CCB had a positive effect on LRO with firms. This study provides empirical implications for companies by verifying the effect of CSR activities as a focal factor in building long-term relationships as an organizational goal in the foodservice industry.

성인 발레 참여자들이 지각한 교육서비스품질이 교육서비스가치, 참여만족 그리고 장기지향성에 미치는 영향

그동안 고급 서양무용으로만 여겨졌던 발레는 대중들의 눈높이에 맞추기 위해 수요자 중심에서 다양한 시도가 이뤄지고 있다. 특히 발레 교육현장에서는 전통적인 발레 교육뿐만 아니라 발레를 응용한 다양한 운동법이 소개되고 있으며, 발레 교육현장에서 참여자들의 욕구를 만족시킬 수 있는 교육서비스를 제공하는 것이 무엇보다 중요해졌다. 이에 본 연구는 성인 발레 참여자들이 지각한 교육서비스품질이 교육서비스가치, 참여만족 그리고 장기지향성에 어떠한 영향을 미치는지 규명하고자 한다. 이를 위해 2019년 5월 1일부터 30일까지 설문을 실시하였으며, 총 362부의 설문지를 분석 자료로 활용하였다. 분석방법은 확인적요인분석, 신뢰도분석, 상관관계분석 그리고 구조방정식을 실시하였다. 그 결과 첫째, 교육서비스품질의 하위요인인 지도자 자질, 물리적 환경, 프로그램 그리고 수강료 모두 교육서비스가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 교육서비스가치는 참여만족에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 참여만족은 장기지향성에 긍정적인 영향을 미치는 것으로 나타났다.

Are Sex Differences in Mating Preferences Really “Overrated”? The Effects of Sex and Relationship Orientation on Long-Term and Short-Term Mate Preferences

Sex differences in mating-relevant attitudes and behaviors are well established in the literature and seem to be robust throughout decades and cultures. However, recent research claimed that sex differences are “overrated”, and individual differences in mating strategies (beyond sex) are more important than sex differences. In our current research, we explore between-sex as well as within-sex differences; further we distinguish between short-term and long-term relationship orientation and their interactions with sex for predicting mate preferences. In Study 1, we analyzed a large dataset (n = 21,245) on long-term mate characteristics. In Study 2 (n = 283), participants indicated their preference for long-term as well as short-term partners. The results demonstrate the necessity to include both intersexual as well as intrasexual differences in mating strategies. Our results question the claim that sex differences in mate preferences are “overrated.”

여행사 종사원의 라포형성행동이 고객의 신뢰와 장기거래지향에 미치는 영향 연구

This study explored the impact of travel agency employees’rapport-building behaviors on customers’trust and long-term relationship orientation. In order to verify this, a total of 208 surveys were collected from tourists who had a consulting experience with employees at travel agencies before. By examining prior research, the rapport-building behaviors were classified into four factors; uncommonly attentive behavior, courteous attitude, connecting behavior, information-sharing behavior. As a result of study, uncommonly attentive behavior and informationsharing behavior positively influenced customers’trust and long-term relationship orientation. Connecting behavior had no influence on trust while courteous attitude showed no effect on long-term relationship orientation. This study also confirmed that trust played a mediating variable between uncommonly attentive behavior, information-sharing behavior and long-term relationship orientation. Based on these results, several managerial implications and suggestions were discussed,

Reproductive Success, Relationship Orientation, and Sexual Behavior in Heterosexuals: Relationship With Chronotype, Sleep, and Sex.

Following previous studies, chronotype was related to sexual attitudes and behavior. Evening people tend to be more promiscuous and follow short-term mating strategies and extra-pair matings (EPM), which might lead to a higher reproductive success. In this study, one aim was to assess reproductive success directly by asking for children, and, second, to obtain a higher sample size for the analysis of sexual behavior and chronotype than in previous studies. N = 1,843 heterosexual persons (551 men, 1,288 women, 4 without data) responded to our online survey. Five hundred fifty-nine persons were single and 1,281 in a relationship; 203 reported having children (1.9 ± 0.81). Age was positively related and age at first intercourse was negatively related to the number of children. People being later chronotypes had fewer children, and shorter sleep duration was linked with more children. Extroversion was correlated with number of children, as was the long-term relationship orientation. Sociosexual orientation and EPM were unrelated to number of children. Age at first intercourse was earlier in evening people, and unrestricted sociosexuality was higher in late chronotypes. Morning orientation correlated with long-term relationship orientation and eveningness with short-term relationship orientation. Number of sexual partners was lower in morning people. Men were more evening oriented, later chronotypes, and slept shorter. There were no differences in sociosexual behavior, but men were less restricted in attitude and desire. Men scored higher on short-term relationship orientation and women higher on long-term relationship orientation. This study confirmed previous results about chronotype and sexual behavior but provided the first evidence that morningness was related to higher reproductive success.