How Service Rewveries Affect Customers’Switching Intentions&Zhao Bing，Tu Rungting，Fu Guoqun 1
The Effects of Consumer Ethical Beliefs and Relationship Quality on Consumers’Unethical Behavior&Zeng Fue 12
The Impacts of Market Orientation on Enterprise’s Customer Capital—The Mediate Effect of Capabilities of Relationship Marketing and Customer Knowledge Management&Huang Shyh-ming，Fang Shyh-rong 24
An Integrated Model of Customer Satisfaction after Service Failure and Recovery Based on Perceived Value&Jing Fengjie，Wang Yi，Peng Junfeng 43
Research on SEM and Moderator of Market Orientation：Evidence from Chinese Market&Lu Xiongwen，Zhu Hongjie 53
Beyond EVLN Paradigm：A Local Study of Categories of Channel Response Behavior&He Heping 72
A Study on Service Marketing Mix and Service Brand Equity Based on Customer’s Perception&Zhang Tongyu，Fan Xiucheng 87
Why does a Consumer Participate in the Co-creation-A Theoretical and Empirical Study on Consumer Creativity&Xu Lan，Wang Tao 103
Advertising Persuasive Hierarchy Model for New Products with Familar Brand&Huang Jinsong，Zhao Ping 118
Nonlinear Pricing Method for a Product with New Attributes&Wang Hansheng，Jiang Minghua，Chen Ke 132