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Analyzing the connections among HBL teams, schools images and sponsors based on the quality of relationship
Adequately utilizing the concepts of relationship quality can effectively increase the customer loyalty. Furthermore, loyal customers are the beneficial basis of earning power of industries. Relationship quality also included with the concepts of satisfaction and trust. Fine relationship quality decrease the customer uncertainty. Additionally, through the intervention of sponsors, it has become a triangulation among the High School Basketball League (HBL), the schools’ images and the sponsors, plus, its impact and development are also investigated in this study. The study aimed to analyze the connections among HBL teams, schools images and sponsors based on the quality of relationship perspectives. Moreover, this study has concluded the interviews of the participants that are school teachers, coaches, staffs of basketball league, sponsor as well as reporters. The data analysis of this study are semi-structured interviews and document analysis. The analysis methods are triangulation, peer debriefing and member check in order to increase the reliability of this study. The results are; first, to understand the progress of the HBL team and school images building. Discovering the origins of the team and the later sponsors came in has made a huge progress to the whole team and the school as well. Secondly, by using the concepts of quality of relationship as the supplementary theory basis and deeply look into in trust, promises, and satisfactions these three aspects. Last, with inductive analysis on the influence of the three factors, the results leads to two sides, the outlook and potential problems. The advancement of HBL games has strong correlations with three factors mentioned above. The academic and practical suggestions are concluded. As for academic, dissimilar qualitative research strategies, a better, deeper understanding and comparison are expected in a near future. For practical part, reducing the negative affections between three factors and making the operation of the team and the school linking together. In addition, the organization of the league will be able to set the proper specifications and make the future development smoothly.
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