The objective of this study is to estimate heterogeneous preferences of consumers for a form of communication of relationship marketing : the factory tour. We use two classes of six evaluation factors from existing research : the main contents of factory tour and support components. We obtain the following results. First, consumers tend to evaluate factory tours differently, based on their value of factors. Although consumers who value main contents are likely to repeat participation, those who emphasize support components tend to participate fewer times. Second, consumers are divided into two groups, repeater and trial groups, and their effects of interest differ between groups.
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