Dissertations / Theses on the topic 'Relationship Marketing Approach'
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Li, Sai-keung. "Export marketing of Hong Kong electronic products : a relationship approach /." [Hong Kong] : University of Hong Kong, 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13497844.
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Li, Sai-keung, and 李世強. "Export marketing of Hong Kong electronic products: a relationship approach." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126573X.
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Peck, H. L. "Towards a framework of relationship marketing : a case study approach." Thesis, Cranfield University, 2000. http://dspace.lib.cranfield.ac.uk/handle/1826/10639.
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For almost half a century, academics have laboured over the refinement of
managerial models of marketing derived, originally, from studies of consumer
goods marketing in North America. These models were firmly rooted in the
microeconomic market model and ideas of monopolistic competition. Yet
critics have long argued that these managerial models and the assumptions on
which they were based were inappropriate for international, business-to business
or services marketing situations.
From the mid-1980s onwards, alternative approaches to marketing theory
began to emerge, in response to a widening gap between classical marketing
theory and marketing practice. These alternatives were loosely grouped
together under the umbrella of 'relationship marketing'. As interest in
relationship marketing increased, so did demands for the development of new
frameworks that conceptualised its scope and properties.
Given the apparent absence of such frameworks, this research set out to
contribute to knowledge through the development of a broad-based empirically
grounded framework of relationship marketing. Three case studies were
undertaken in pursuit of this objective. In each instance the focal firms studied
were UK-based manufacturers of branded consumer goods, who marketed
their products around the globe. Although all were manufacturers of consumer
products, in each instance there were vital business-to-business marketing and
service issues involved.
In constructing an empirically grounded framework of relationship marketing,
at the level of the organisation set, this research bridges a well-documented
gap in the literature. It links the large body of managerially focused work on
relationship marketing to that by academics pursuing the study of markets-as net works.
However, the alleged difficulties associated with the execution of
methodologically sound case-based research are also well documented.
Consequently, this research sought to contribute to the development of case based
research methods by introducing the use of experienced practitioners as
independent 'expert validators' to verify critical stages of the case analysis.
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Wang, Jianfeng. "Consumption of Debt: An Interpersonal Relationship Approach." Diss., The University of Arizona, 2006. http://hdl.handle.net/10150/195092.
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This dissertation examines the phenomenon of consumer debt in the U.S. and probes the issue of credit card debt from a consumer-centric perspective. It examines how credit card usage and credit card debt are embedded in consumers' social relations and life projects, and reveals how debtors cope within their social networks as they use credit cards and manage their credit card debt.Study 1 explores how young adults use credit cards to achieve their life goals as well as to negotiate changes in their relationships with their parents. Credit cards are an important tool for helping young people gain independence and sever their obligation to their parents. This study focuses on the initial stage of credit consumption and examines the rationale young adults use when acquiring credit cards and taking on credit card debt. Through depth interviews with 17 undergraduate students who have credit card debt, I find that the consumption of credit cards corresponds to their strategies to negotiate independence as well as obligations to their parents. The use of credit cards and management of credit card debt among young adults is a significant and symbolic aspect of their transition from childhood to adulthood, and credit cards are a transitional tool for this coming of age.Study 2 focuses on another phase of debt consumption: repayment of credit card debt. Depth interviews were conducted with 22 adult debtors who were enrolled in a debt elimination program at a credit-counseling agency. Two main theoretical themes are found. First, debtors negotiate the meaning of consumer status. The concept of normality with respect to consumer behavior changes from being based on lifestyle and possessions to a focus on maintaining consumer credibility and being a good credit citizen. Second, during the process of falling into debt and struggling to extricate oneself from debt, consumers engage in a stigma management process to deal with people in their social networks. In addition to coping with the financial consequences of debt, debtors also employ strategies to cope with debt's symbolic consequences.
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Panayides, Photis Michael. "A relationship approach to the marketing of professional ship management services." Thesis, University of Plymouth, 1998. http://hdl.handle.net/10026.1/620.
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Professional ship management, i.e. the management of ships by third parties on behalf of their owners, has grown in importance in international shipping. This research investigates the relationship between professional ship managers and their clients in order to lay down the foundations for optimal marketing strategies directed towards retention of current clients and prospects over the long-term. Professional ship management has been described as an efficient organisational. adjustment to the needs of the global shipping market and a way by which western countries have been trying to sustain their global maritime dominance (Sletmo 1989). Despite this, ship management has received little attention from academia. The importance of the subject area and the limited scientific attention it has received, make professional ship management worthy of scholarly consideration. A review of ship management was undertaken in order to ascertain current marketing policies and problems faced by the industry. Frequent client defections and client uncertainty and dissatisfaction coupled with marketing directed towards client attraction (mainly promotion) resulted in identifying that application of relationship marketing may be beneficial for professional ship management. A review of the relationship marketing literature supported the application of the concept in a ship management context and assisted in developing a conceptual model. The conceptual model aimed towards identifying the dimensionality of ship manager-client relationships and their classification. Classification involved carrying out tests to identify whether ship management companies may be assembled into segments on the basis of their client relationships, and if so, whether particular characteristics of the interacting organisations may be found in particular relationship segments. Analysis of the data obtained from telephone interviews with a sample of ship managers in the United Kingdom and Cyprus resulted in the identification of the dimensions in ship manager-client relationships. A subsequent questionnaire to the respondents aimed at identifying the organisational characteristics of the companies and obtained structured responses to the relationship dimensions. Application of cluster analysis indicated the existence of four segments of ship management companies on the basis of their client relationships. The clusters obtained were validated and also supported on a theoretical basis from the relationship marketing literature. Preliminary investigation between organisational, characteristics and cluster membership indicated that companies in particular relationship segments share certain similar organisational characteristics. Multiple discriminant analysis assisted in identifying those organisational characteristics that are more strongly associated with cluster membership. A discussion of the results provides serious implications for practitioners, be it professional ship management companies or their clients. The research shows that ship management companies may be facing problems due to their client relationship attitudes, that the ship management industry is segmented in terms of service providers and that clients can have a choice of ship manager based on their individual needs. Companies with particular client relationships may face problems like short-term contracts and client defections. Based on the study, ship management companies will be able to address and combat such problems. Furthermore, implications for theory development, research methodology in a maritime context and scope for further research in professional ship management are discussed.
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Aiello, Lucia. "Il prodotto culturale integrato. La relazione territorio-prodotto nel Relationship Marketing Approachpp." Doctoral thesis, Universita degli studi di Salerno, 2010. http://hdl.handle.net/10556/132.
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2006-2009La nuova visione di cultura in termini di prodotto, il ruolo dei prodotti culturali nell'ambito del territorio e la relazione tra il territorio e il prodotto culturale rappresentano i tre temi centrali del lavoro. In una prima parte si affronta l'analisi della latteratura e dei principali autori in materia di cultura per proporre una nuova definizione: prodotto culturale integrato, da cui emerge la necessità di inquadrare il prodotto nel territorio di riferimento. La prospettiva assunta è quella del relationship marketing approach poiché permette di ampliare il punto di vista dell'osservatore, assumendone uno nuovo: ampliato, multilivello e integrato. Non ci si può limitare a trattare di competizione e sviluppo individuale poiché questi dipendono da un universo più ampio e ciò vero ancora di più per i prodotti culturali. sula base di tali premesse il progetto di ricercasi propone diconfigurare le relazioni tra il territorio e il prodotto culturale fornendo la base per un possibile modello per la valutazione del valore della relationship oggetto di studio. Una volta definito il concetto e il ruolo del territorio nei processi di sviluppo ed accertata la funzione sociale ed economica delle attività culturali nei processi di crescita di un sistema territorio si propongono una serie dirappresentazioni delle relazioni per dimostratre come i prodotti culturali possono partecipare concretamente ad aumentare la competitività del territorio e, viceversa, come il territorio costituisca una base fertile per la sopravvivenza e la valorizzazione della cultura. La finalità del progetto di ricerca è la definizione, la qualificazione e la configurazione delle relazioni e del loro ruolo nella rete territoriale di beni, servizi e attività culturali. Nell'ambito del relationship marketing approach si applica un modello di "causa-effetto". Questo modello rappresenta la configurazione e la connessione della relazione tra il territorio e il bene culturale. dai risultati prodotti dall'analisi dei casi studio derivano due conclusioni fondamentali: (1) il prodotto culturale deve essere integrato e questo comporta un'integrazione degli elementi (tra culturali e territoriali); (2) è confermata l'esigenza di configurare la R(T-PC), ossia la Relazione Territorio-Prodotto Culturale. La ricerca proposta può essere una base per una elaborazione di indici capaci di determinare il valore della relazione tra il territorio e il prodotto culturale poiché permette di mindividuare e definire l'oggetto della valutazione: la relazione territorio-prodotto culturale.
VIII ciclo n.s.
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Johansen, Helene P. M. "Re-conceptualising party-centred politics in terms of 'market' : a relationship marketing approach." Thesis, London School of Economics and Political Science (University of London), 2009. http://etheses.lse.ac.uk/2542/.
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This study is an inter-disciplinary theoretical endeavour which situates itself at the interface between marketing and political science and which contributes to both political marketing and political science perspectives. It emerges from the proposition that there are important differences between the workings of party-centred political systems as practiced in many of the well established democracies in Northern/Western Europe and candidate-centred systems such as in the United States. The latter are characterised predominantly by self-introduced political entrepreneurs who capture the nomination of a political party while the former are mainly constructed around the workings of membership parties that allow, encourage and facilitate party members' and associated members' participation in intra-party production processes (of policy and representatives). While these differences are acknowledged by interested political marketing and political science scholars, such insights have yet to penetrate at the level of theory. As a result, significant aspects of party-centred political realities are rendered theoretically invisible or they are misrepresented in these literatures. This study aimed to remedy these shortcomings through the application and extension of an alternative marketing framework - that is, the relationship marketing framework - which departs from the managerial marketing framework which is most often applied cross- contextually in the contemporary political marketing literature. The thesis offers a problematising re-description - a theoretical rethinking - of how party-centred political contexts may be understood in terms of "markets". The theoretical argument is constituted, firstly, by the methodological procedure involving an independent critical and reflexive analysis; and secondly, through the introduction of a theoretical contextual distinction between markets for 'high-touch labour-intensive services' (on the one hand) and ordinary goods and commoditised services (on the other); Together these aid in the development of a set of conceptual models aimed at furthering our understanding of party-centred politics in terms of "markets" and at helping to distinguish them theoretically from candidate-centred systems such as those in the United States. The argument contributes to scholarly debates devoted to understanding the dynamics of party-centred politics within both the political marketing and political science analytical traditions. The analysis also helps to shed theoretical light on the different types of political power that party-centred and candidate-centred systems potentially make available to their citizens, thereby contributing an enhanced understanding of different categories of democracy.
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Loh, Hwee Kuen. "The Focal Role of Emotional Well Being in Student-University Interactions: A Relationship Marketing Approach." Thesis, Curtin University, 2021. http://hdl.handle.net/20.500.11937/85010.
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This thesis examines how interactions students in Australian universities have with their peers, teaching and non-teaching staff affect their relationship with the university. By drawing on relationship marketing and education literatures, and grounding the thesis in the theories of social capital and social exchange, quality interactions are found to improve student emotional wellbeing and commitment to the university. These also help to progress student voice, word of mouth and improved student retention rates.
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Doan, Ngoc Thao Ngan, Fei Kong, and Shanjiao Wang. "B2B Marketing - A Network Relationship Approach : A case study of ICT Company Huawei Operator BG Sales Network." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-24193.
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Ainsworth, Rodney Phillip. "The entrepreneurial playwright : a relational approach to marketing plays in the regions." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/19241/1/Rodney_Ainsworth_Thesis.pdf.
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This exegesis examines the proposition that playwriting is an entrepreneurial activity when combined with the role of producer. The thesis demonstrates that, when a playwright combines the two roles and considers the development of a network of relationships in the process, positive steps can be made towards the marketing of a work and the career progression of the playwright. The issues of marketing and career progression are considered in a regional context.
The thesis comprises the creation of a full-length theatrical work through the MA (Research) Program at Queensland University of Technology and an analysis of that journey in the context of regional theatre practice in Queensland. Nicolas Bourriaud’s theory of the Relational Aesthetic is used as a way of charting my practice and of examining how this approach might be appropriate to theatre-making in regional Australia. The paper establishes strategies by which the playwright, when also undertaking the role of producer, might manage the complex set of circumstances and interactions between the work, the community and the industry.
Using practice-led research methodologies, the exegesis examines the process of the creation of a new play, Sinking, and explores, through the use of an autobiographical case study, what the process has meant to the author’s development as a playwright over a fifteen month period. The paper uses a network map to explore the interactions created through a rehearsed reading of the first draft of the play in October 2006 and, in doing so, demonstrates how a close engagement with the community formed the basis of the entrepreneurial strategy.
The exegesis demonstrates that Bourriaud’s work connects very closely with the author’s practice and examines how the approach might be useful for other regional arts practitioners, particularly those in the early stages of their careers. The research aims to identify how the creation of the play, and the subsequent interactions generated within a regional community, can lead to opportunities to create connections both within the author’s place of residence and in broader theatre industry contexts, nationally and internationally, in order to provide commercial and professional outcomes.
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Ainsworth, Rodney Phillip. "The entrepreneurial playwright : a relational approach to marketing plays in the regions." Queensland University of Technology, 2008. http://eprints.qut.edu.au/19241/.
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This exegesis examines the proposition that playwriting is an entrepreneurial activity when combined with the role of producer. The thesis demonstrates that, when a playwright combines the two roles and considers the development of a network of relationships in the process, positive steps can be made towards the marketing of a work and the career progression of the playwright. The issues of marketing and career progression are considered in a regional context.
The thesis comprises the creation of a full-length theatrical work through the MA (Research) Program at Queensland University of Technology and an analysis of that journey in the context of regional theatre practice in Queensland. Nicolas Bourriaud’s theory of the Relational Aesthetic is used as a way of charting my practice and of examining how this approach might be appropriate to theatre-making in regional Australia. The paper establishes strategies by which the playwright, when also undertaking the role of producer, might manage the complex set of circumstances and interactions between the work, the community and the industry.
Using practice-led research methodologies, the exegesis examines the process of the creation of a new play, Sinking, and explores, through the use of an autobiographical case study, what the process has meant to the author’s development as a playwright over a fifteen month period. The paper uses a network map to explore the interactions created through a rehearsed reading of the first draft of the play in October 2006 and, in doing so, demonstrates how a close engagement with the community formed the basis of the entrepreneurial strategy.
The exegesis demonstrates that Bourriaud’s work connects very closely with the author’s practice and examines how the approach might be useful for other regional arts practitioners, particularly those in the early stages of their careers. The research aims to identify how the creation of the play, and the subsequent interactions generated within a regional community, can lead to opportunities to create connections both within the author’s place of residence and in broader theatre industry contexts, nationally and internationally, in order to provide commercial and professional outcomes.
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Jensen, Jonathan A. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.
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Gutehall, Maria, and Mhd Omar Korabi. "In search of alumni relationship approach : Ideal and realities in the University of Gävle and Stockholm University." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-20349.
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Aim: To investigate how the University of Gävle conducts relationship with graduate students and retains graduate students and creates loyalty. This study explores the importance of relationship marketing theories that intends to be applied in higher education through alumni programs and services. University of Gävle and Stockholm University will be compared in benchmarking to determine in what ways the alumni offices create relationships to retain and create loyalty to alumni students. Method: A qualitative research was conducted on the University of Gävle and Stockholm University in Sweden for this study, which included interviews with the relation officers on this subject. Result & Conclusions: It was evident that the University of Gävle alumni actually exist as titles, and there is no certain relationship strategy, however, only they are NOT actively operational. The study identified that the University of Gävle was not using a certain strategy to create lasting relationship, loyalty and increase prospective students. The study revealed the importance of relationship marketing strategy to effectively administrate the progress in establishing relationship with the alumni, to increase the prospective international students, to keep a regular track and communications with alumni. Suggestions for future research: This study focused on two universities, further research could be conducted to examine the relationship marketing with alumni students and investigate students’ relationship with university in other countries and institutions.
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Da, Silva Talita. "From Attract to Delight: A Qualitative Study Investigating the Relationship Between Inbound Strategies and Business Growth : A B2B Centric Approach." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38522.
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This thesis was written as part of a Master of Science Degree in Strategic Entrepreneurship for International Growth and International Marketing. Aligned with the nature of the degree, this study aims to share useful insights to managers and marketers whom are looking into innovating their business by adopting an inbound strategy. This thesis researches a modern topic within business: inbound marketing. It aims to comprehend how the implementation of an effective inbound strategy drives sales growth, by understanding the effects that inbound has over the B2B buying and selling process. The study considers the newly presented changes within the European general data protection regulation and emphasizes the relevance of an inbound strategy. An in-depth study of existing theories and exploratory primary data was conducted in order to attain these objectives. Due to restricted existence of scientific theories within the topic, this study developed an original cohesive relationship model integrating inbound marketing to the B2B buying and selling process. This model served as a theoretical framework for the conduction of this research. The exploratory research was characterized by interviewing a number of experts within the field. Those experts provided indispensable insights regarding the phenomenon in focus, which in combination with the theoretical framework allowed for the completion of this study’s analysis. The focus was to understand the impact that the implementation of an inbound strategy had over business and how such impact led to an increase in sales. The results indicate that when effectively implemented by suitable companies, an inbound marketing strategy is relevant in acquiring potential customers at the right stage of the buyer’s journey and therefore driving a noticeable increase in sales.
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Degerman, Isabel, Johanna Eckerbom, and Hong Gu. "How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR? : A Multiple Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86069.
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This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory. The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works. Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.
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Atwong, Andrew. "Proximity to Children: A Geospatial Approach to Understanding the Relationship between Fast Food and Schools." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1362.
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In a time when Americans are waking up to the health consequences of consuming fast food, researchers have discovered that fast food restaurants seem to be located in greater concentrations near primary or secondary schools. While this phenomenon affects the food environments of some children and carries implications as to their short term and long term health (which has also been well researched), this paper focuses primarily on fast food restaurants that are within walking distance of schools. Using Geographic Information Systems (GIS) to integrate geospatial, business, demographic, and food quality data, I use linear regressions to examine whether and which fast food restaurants achieve greater sales by being closer to schools. By including an interaction term in my regressions, I find that low-quality, unhealthy fast food restaurants are rewarded with higher sales when in proximity to schools than identical restaurants that are farther away. Conversely, higher-quality fast food establishments actually earn lower sales when in proximity to schools. This paper adds to the existing literature by using fast food sales near schools to infer the dietary choices of children, evaluate the success of location strategies employed by the fast food industry, and offer new insights to public health professionals.
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Tariq, Muhammad, and Abdul ghaffar. "Social Media Marketing vs. Prevalent Marketing Practices Master Thesis : A Study of Marketing Approaches for Micro firms in Sweden." Thesis, Jönköping University, JIBS, Centre for Innovation Systems, Entrepreneurship and Growth, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12527.
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Background In Sweden almost 90% of businesses are micro in nature which plays a pivotal role in the economy by generating employment opportunities as well as serving a source of instilling entrepreneurial spirit and innovation. Due to their invaluable contributions to the economy, their survival through revenue generating marketing practices has become an area of much more interest than ever realized before. A common misconception prevalent is that marketing in micro businesses is just a miniature of larger enterprises. This is why earlier researchers have paid scarce treatment to marketing practices in micro businesses as evident from the scant published material on the topic, making it an intriguing area to study. Currently much hype has been created about social media applications like Facebook, Twitter, LinkedIn etc and their marketing value for small businesses. It is therefore, in this thesis we study social media and prevalent marketing practices in the context of micro business. Purpose Micro firms are often cash-strapped which limits their revenue generating ability through prevalent marketing practices which are resource intensive. In the back drop of all the hype about social media as a marketing tool we got the clue to find the right marketing approaches for these businesses regarding the choice of prevalent practices and social media as a new marketing tool. To achieve this purpose, we have formulated the following research questions.RQ1.Which of the two types of marketing is more effective in terms of targeted segment coverage and expenditures? RQ2.Which marketing approach enables micro firms to maintain better relationships with customers? RQ3.Whether or not it is the right time for micro firms in Sweden to adopt social media marketing practices? Method A qualitative approach has been used to achieve the exploratory purpose of the thesis. Overall; eight micro firms were chosen from a convenience sample, representing different regions and industries of Sweden. In the first phase, two pilot semi-structured interviews were conducted to attain a better understanding of the phenomenon under study. Later, six more semi-structured interviews were carried out from micro businesses representing different sectors in Skövde, Mariestad and Jönköping Counties. Conclusion This thesis suggests that micro businesses are mostly marketing weak organizations (MWO) as they are sales oriented and see marketing as more of a luxury. Micro businesses in the sample reveal a tendency to carry out marketing activities in a haphazard manner which limits their likelihood of achieving their targets. It has also been indicated that conventional approach to reach target segments, still has a strong effect on micro firms in Sweden and is therefore more appropriate for them as majority of their customers are geographically concentrated as well as a major strata of these are yet to start active participation on the social media landscape. In terms of costs social media Given, the small population of Sweden, it has also been showed that micro businesses are keeping good customer relationship with customers via word-of-mouth marketing which is considered as instrumental for success of majority of micro business. At the same time, this finding does not indicate any clear picture as to which form of marketing is doing better for these businesses. In terms of social media adoption the findings indicate that micro businesses see social media as a great marketing opportunity in which micro businesses can compete on a level playing field with their larger counterparts. This study also concludes that social media is in infancy stages of its development in Sweden as people though they are present on the social media landscape, but have not yet, thought of it as a mainstream marketing channel. Therefore, it is suggested that micro firms in Sweden need to adpot a
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Lussier, Bruno. "Les facteurs influençant l'efficacité du marketing relationnel : une approche dyadique." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENG008/document.
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Le succès d'une entreprise est garanti par son approche relationnelle, c'est-à-dire, sa capacité à créer, développer et maintenir de nouvelles relations d'affaires mutuellement profitable sur le long terme. Le vendeur devient la pièce maitresse de l'entreprise, puisqu'il passe presque tout son temps en contact avec les clients. Cette approche relationnelle de la vente est donc réellement au cœur du succès d'une entreprise. Néanmoins, certaines entreprises ont tout de même été déçues du résultat de leurs investissements dans l'approche relationnelle de la vente. Ces résultats mitigés indiquent l'importance de l'étude de l'approche relationnelle de la vente et notamment l'identification des facteurs qui influencent la performance du vendeur. Notre recherche a pour objet de définir et de comprendre quelles sont les caractéristiques individuelles du vendeur influençant les attitudes et comportements du client. Ce mécanisme de l'approche relationnelle de la vente est éclairé par la formalisation d'un modèle et la formulation d'hypothèses qui sont testées sur un échantillon de 175 vendeurs et clients (la dyade). Notre étude porte sur l'influence positive de l'auto-efficacité, de l'attitude envers la vente et de l'expertise sur la qualité de la relation, l'intention d'achat et le bouche-à-oreille du client. La qualité de la relation médiatise l'effet de l'expertise sur l'intention d'achat et le bouche-à-oreille et l'intuition modère les liens entre l'auto-efficacité, l'attitude envers la vente et l'expertise sur l'intention d'achat et le bouche-à-oreille. Les résultats confirment l'effet direct des antécédents et le rôle médiateur de la qualité de la relation. Le rôle modérateur de l'intuition a également été confirmé sur la relation entre les antécédents et l'intention d'achat. Nos contributions enrichissent le corps théorique de l'approche relationnelle et la démarche méthodologique dyadique de la recherche sur la vente. Pour les gestionnaires, notre travail offre de multiples applications permettant d'accroître l'efficacité de l'embauche et de la formation des forces de venteA company's success is guaranteed by its relational approach, that is, its ability to establish, develop and maintain new business relationships that are mutually beneficial over time. The seller becomes the centrepiece of the firm, since almost all of his time is spent in contact with customers. This relational approach in a sales context is actually at the heart of successful business. Nevertheless, some businesses have been disappointed with the results of their investment in the relational approach. These mixed results indicate the importance of further study into the relational approach in a sales context, and in particular the need to identify the factors that influence the performance of the seller. The object of our study is to define and understand what are the individual characteristics of the seller that influence the attitudes and behaviours of the client. The mechanism of the relational approach in a sales context is reproduced using a model and the formulation of hypotheses tested on a sample of 175 sellers and customers (the dyad). Our study focuses on the positive influences of self-efficacy, attitude towards selling and expertise on the relationship quality, the purchase intentions and the word-of-mouth of the customer. The relationship quality mediates the effect of expertise on the purchase intention and the word-of-mouth and intuition moderates the relationship between self-efficacy, attitude towards selling and expertise on the purchase intentions and the word-of-mouth. The results confirm the direct effect of the antecedents and the mediating role of the relationship quality. The moderating role of intuition on the relationship between the antecedents and the purchase intentions was also confirmed. Our contributions add to the theoretical body of research on the relational approach and the methodological dyadic approach to sales research. For managers, our research has numerous applications for increasing the effectiveness of hiring and training sales forces
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Peters, Linda D. "Communication strategy and media use in intra-organisational teams : a market-based approach to understanding communication in marketing relationships." Thesis, University of East Anglia, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247217.
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Kerviler, Gwarlann de. "La fidélité prototypique : une approche de la fidélité perçue par l'auto-catégorisation." Thesis, Paris 9, 2013. http://www.theses.fr/2013PA090037/document.
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La perception que le client a de sa propre fidélité envers une marque n’a pas été abordée dans la littérature en marketing relationnel. Cette recherche tente de pallier à cette limite de quatre manières : (1) en démontrant que la fidélité perçue peut être approchée comme une Catégorisation de Soi comme client Fidèle (CSF) correspondant à une évaluation subjective de sa similarité (typicalité perçue) à un prototype du client fidèle; (2) en identifiant les attributs du prototype du client fidèle organisés autour de 6 facteurs : Confiance, Continuité, Participation, Information, Identité, Exclusivité - les premières dimensions étant plus fortement représentatives de la fidélité; (3) en démontrant l’influence prépondérante de la CSF sur les attentes du client et ses intentions futures et (4) en démontrant que c’est davantage la CSF que la contribution réelle du client qui détermine la légitimité perçue des bénéfices qu’il reçoit de la part de la marque. L’intégration de la CSF dans la segmentation client apparaît alors comme un levier efficace pour améliorer l’acceptation et ainsi l’efficacité des efforts relationnelsPerception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL) corresponding to a subjective evaluation of one’s similarity to a prototyped loyal customer (one’s perceived typicality); (2) identifying the attributes of the prototyped loyal customer organized around six factors: Confidence, Continuity, Information, Participation, Identity, Exclusivity - the first dimensions being more strongly associated to loyalty ; (3) studying the strong influence of CSF on customer expectations and future intentions and (4) demonstrating that it is more the CSF than the true contribution of a customer which determines the perceived legitimacy of benefits received from the brand.The integration of CSF in customer segmentation appears to be as an efficient tool to improve the acceptance and in turn the effectiveness of relationship marketing efforts
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Wuorimaa, Olivia, and Katharina Klimkeit. "Preferred Approaches of Industrial Marketing by Innovative Technology Firms to Enhance the Diffusion of Innovation in the Financial Industry." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-254321.
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This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. The Diffusion of Innovation theory as well as the concept of Relationship Management will be used to put this topic into theoretical frameworks. With the support of existing literature, the qualitative methodologies of this paper are chosen in order to gain knowledge of the preferred approaches of business-to-business marketing. In accordance to this, the authors aim to analyze the diffusion of innovation and how companies today can attain customers not only within the early adopters group, but also the early and later majority, thus increasing market value and share. This exact transition has been analyzed, however not in the exact field of industrial marketing with a focus on the financial industry, though innovation and digitalization is now more important than ever. Firms need to establish personal and trustworthy relationships with potential and actual customers in order to generate more value and implement necessary innovative solutions. In a survey conducted within the scope of this thesis, respondents emphasize the perceived level of expertise suppliers need in order to initiate collaborations. The focus on innovation and increasing customer and market values through its implementation will be discussed in order to accelerate value generation for all parties involved in an ever-changing digital environment and to fill the research gap within innovation diffusion in industrial marketing.
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Dudognon, Gisèle. "Une nouvelle approche de la relation clientèle : customer relationship management : Problématique de l'évaluation de l'efficacité du C.R.M. d'un laboratoire pharmaceutique vétérinaire." Nice, 2003. http://www.theses.fr/2003NICE0017.
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L'objectif de cette recherche est de proposer un outil permettant aux entreprises d'évaluer l'efficacité de leur stratégie CRM. La présente recherche s'applique particulièrement au laboratoire pharmaceutique vétérinaire VIRBAC. La problématique étudiée a pour point de départ les difficultés rencontrées par les entreprises pour fidéliser leurs clients, caractérisés par la volatilité, l'arbitrage et l'exigence vis-à-vis d'une offre pléthore. Ce travail de recherche se compose de deux grandes parties. La première partie évoque l'évolution de la notion de consommateur vers la notion de capital client. Ensuite, l'enjeu de la fidélisation est développé par l'introduction des concepts de fidélité et de satisfaction. Cet enjeu se traduit par le développement des paradigmes de Marketing Relationnel et Customer Relationship Management. La seconde partie de ce travail consiste, d'une part, en la construction d'un modèle d'évaluation de l'efficacité du CRM qui s'appuie sur un ensemble de neuf hypothèses de recherche. D'autre part, elle décrit l'expérimentation de ce modèle dans le cadre d'une recherche action au sein du laboratoire pharmaceutique vétérinaire. Cette expérimentation montre que l'efficacité du CRM est mesurable de façon qualitative, en étudiant les perceptions des clients et de l'ensemble du personnel de l'organisation. Enfin, la confrontation du corpus théorique aux impératifs liés au terrain permet de conclure la recherche par la proposition d'un modèle multi-contextes d'évaluation de l'efficacité du CRMThe purpose of this research is to propose e tool allowing firms to assess the efficiency of their CRM strategy. The research particularly focuses on the veterinary pharmaceutical laboratory VIRBAC's CRM strategy. The problematic is founded on the difficulties for firms to keep their customers loyal, dealing with their volatility, arbitration and requirement nature face to a plentiful supply. This research is composed of two parts. The first part deals with the evolution of the concept of consumer. Nowadays, the notion of customer equity is taken into account. Then, the stake of customer loyalty is developed, supported by the notions of loyalty and satisfaction. It results the development of Relationship Marketing and Customer Relationship Management paradigms. The second part consists, on one hand, in the design of an assessment model of CRM efficiency, based on nine hypothesis of research. On the other hand, it relates the experimentation of this model in the veterinary pharmaceutical laboratory. The experimentation proves that CRM efficiency is qualitatively measurable, analysing customers and employees' perceptions. Finally, the confrontation of the theoretical corpus with the constraints of the firm's field concludes the research proposing a multi-contexts model of CRM performance assessment
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Parmbro, Anders. "Approaches of Aftermarket Services for Successful Customer Relations : A Study of Volvo Trucks de México S.A. de C.V." Thesis, KTH, Industriell ekonomi och organisation, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-128380.
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It has for many businesses, especially on competitive markets, become fundamental to offer augmented services around the core product, with the aim of building lasting and mutually beneficial relationships with the customers. The author of this thesis has investigated such services offered on the Mexican truck aftermarket. The art of creating successful customer relations requires theoretical insight. Research applicable on aftermarket services has therefore been studied, and the reader will go into theories of service management, relationship marketing, customer satisfaction, and customer loyalty, to better understand the contexts in which aftermarket activities can be placed. The empirical research has been carried out at Volvo Trucks in Mexico through interviews with employees and dealers of its aftermarket organization, but also through interviewing and surveying its truck customers. The main objective of the project was to identify gaps between the aftermarket services offered and the actual needs of the customers, and to address them. Another objective was to find appropriate ways of monitoring customer satisfaction- and loyalty in the future. The lack of spare parts at the dealers was found to be the most urgent problem for the moment. In addition, spare parts availability was evaluated to be the most important area among the surveyed customers. Financial problems of the dealers were found to provoke the lack of spare parts in many cases. In turn, evidence of poor management was identified as possible causing factors to the financial problems. The main general flaw in this sense would be a questionable dealer business focus. The research identified the following issues as possible areas of improvement, based on the theoretical approach chosen: A financial renovation of the Volvo Trucks dealer net, excepting the dealers that are not fully committed to its role. Those are to be phased out. Initiation of IT-solutions to support automatic replenishment of spare parts at the dealerships. Forcing the usage of a common CRM database. Introduction of corporate key performance indicators based on customer relations’ metrics. Altering dealer business focus towards relationship marketing thinking. Improve dealer management business vision and business knowledge. In addition to these findings of possible areas of improvement, the following future methods of customer satisfaction research and customer loyalty metrics are recommended: Yearly one-to-one interviews with core customers performed by the aftermarket organization, and continuous close follow-up actions performed by the dealers, to monitor customer satisfaction. Customer defection rate metrics to monitor customer loyalty.
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Nishada, Jalal, and Hoshiyar Solaimani. "Sponsring : Sponsrar företagen idrottsföreningarna för relationernas skull?" Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18218.
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Ämnet sponsring är ett stort och brett område som vuxit under senaste åren och som många företag tillämpar. Just sponsringen har i synnerhet blivit stor i och med sportevenemang och olika idrottsföreningar som bildar samarbete med företag och arbetar tillsammans. Idrotten har blivit världsledande när det kommer till uppmärksamhet och reklam på TV och nyheter och detta vet förstås företagen om och man ser en investering i att bilda sponsringssamarbete i dessa sammanhang.Som företagare kan man välja att sponsra ett stort fotbollslag som får mycket tid i media och TV och detta medverkar till att företaget också syns i en större utsträckning och får mer uppmärksamhet. Som företagare kan man också sponsra ett mindre fotbollslag som man har en relation till eller som man tycker gör ett vettigt arbete för ungdomar osv. I vår studie undersökte vi just denna typ av sponsring och vi har arbetat med två olika fotbollsföreningar som jobbar på helt olika villkor och nivåer. Vi har tittat till deras största sponsorer och har i vår studie kommit fram till om företagen sponsrar idrottsföreningar för relationernas skull?Vi har varit och studerat IF Elfsborg och Borås AIK och gjort en kvalitativ undersökning i form av personliga intervjuer med de högst uppsatta personerna inom föreningarna när det kommer till sponsring. Vi har även gjort personliga intervjuer med de två klubbarnas stora sponsorer och det är Swedbank Sjuhärad, AB Bostäder, NetonNet och V/S/B. Vi anser att de empiriska material vi har använt och fått ut av intervjuerna har varit tillräckligt för att besvara vårt syfte med denna studie och vi känner oss nöjda med det vi har lärt oss och kommit fram till.De slutsatser som vi har kommit fram till när det kommer till föreningarna vi har arbetat med är att de inte bara skiljer i storlek utan även i arbetssätt. IF Elfsborg är en av Sveriges största idrottsföreningar och det är naturligt att företagen sponsrar de för att förknippas med föreningen och stärka sitt varumärke. Där av kan man säga att det är en investeringsfråga ur företagens synvinkel vad gäller att sponsra IF Elfsborg.Borås AIK är en mindre förening än IF Elfsborg i alla avseenden och det enda man egentligen har tillsammans är att båda hör till fotbollen. Företagen ser ingen investering i att sponsra Borås AIK då klubben aldrig är på TV och väldigt sällan i tidningen. Här handlar det nästan enbart om relationsbaserad sponsring och att man vill klubben väl. Borås AIK arbetar i ett väldigt utsatt område med mycket invandring och kriminalitet och man utbildar många ungdomar på området vilket många företag tycker om och vill vara med och stötta.Program: Dataekonomutbildningen
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Limerat, Justine. "Contributions à la compréhension de la transmission d'objets marqués et non marqués de mère en fille : approche dyadique." Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1061.
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Ce travail doctoral visait à comprendre les relations des individus aux objets marqués et non marqués. Dans ce cadre de réflexion, nous plaçons le concept d’attachement aux objets et à la marque au sein de la famille, et particulièrement au sein de la dyade mère-fille. Cette dyade a fait l’objet de nombreuses recherches en marketing, en anthropologie et en sociologie. Ainsi cette recherche interprétativiste s’articule autour de 3 questions de recherche:nous cherchons d’abord à comprendre comment l’attachement de la mère à ses objets de valeur, qu’elle transmet, peut avoir une influence sur l’attachement à ces mêmes objets ou marques chez sa fille (étude1:entretiens de 20 dyades). Nous visons également à comprendre quelles sont les relations des filles avec les marques transmises (étude2:ré-interrogation de 11 dyades parmi les 20) et enfin quelles sont les différences entre un attachement à un objet marqué d’un attachement à un objet non marqué (étude3:44 collages de 11 filles, parmi les 11 dyades). Les résultats de la première étude attestent que ces objets marqués sont inaliénables et rendent intangible un passé familial et une analyse inter-dyade permet de confronter le discours des mères avec celui de leur fille. La seconde étude souligne qu’il existe une relation d’attachement à la marque, représentée par les valeurs de tradition (marques transmises) ou d’hédonisme (marques non transmises) et une relation d’attachement à la catégorie de produit, représentée par des valeurs de sécurité (objets transmis) ou de réussite (objets non transmis). Enfin la dernière étude atteste que les consommatrices s’identifient aux marques congruentes avec leur concept de soiThis doctoral research aims at understanding the relationship of individuals with branded and non-branded products. Within this conceptual framework, we examine products and brand attachment within a family context. We give particularly attention to the mother-daughter dyad which has been extensively researched in marketing, anthropology and sociology. Our interpretivist research focuses on three questions. First, we seek to understand how product and brand attachment of a mother is transmitted, thereby affecting the attachment to products or brands by her daughter (Study 1: interviews of 20 dyads). We then seek to understand the relationship of the daughter to the transmitted brands (Study 2: re-examination of 11 of the 20 dyads). Finally, we examine the differences between attachment to a branded product in contrast to a commitment to a non-branded product (Study 3: 44 collages, 11 girls among 11 dyads). Results of the first study show that branded objects are inalienable and intangible, reflecting a family history which becomes more evident through an inter-dyad analysis of the mother’s speech in contrast to that of her daughter. The second study highlights a brand attachment represented by traditional values (transmitted brands) or hedonism (non-transmitted brands), and an attachment relationship represented by values of security (transmitted objects) or success (non-transmitted objects). Our final study focuses on the differences between attachment to a branded object and a non-branded object. We note that the consumers identify with those brands which are congruent with their self-concept
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Wu, Burton. "New variational Bayesian approaches for statistical data mining : with applications to profiling and differentiating habitual consumption behaviour of customers in the wireless telecommunication industry." Thesis, Queensland University of Technology, 2011. https://eprints.qut.edu.au/46084/1/Burton_Wu_Thesis.pdf.
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This thesis investigates profiling and differentiating customers through the use of statistical data mining techniques. The business application of our work centres on examining individuals’ seldomly studied yet critical consumption behaviour over an extensive time period within the context of the wireless telecommunication industry; consumption behaviour (as oppose to purchasing behaviour) is behaviour that has been performed so frequently that it become habitual and involves minimal intentions or decision making. Key variables investigated are the activity initialised timestamp and cell tower location as well as the activity type and usage quantity (e.g., voice call with duration in seconds); and the research focuses are on customers’ spatial and temporal usage behaviour. The main methodological emphasis is on the development of clustering models based on Gaussian mixture models (GMMs) which are fitted with the use of the recently developed variational Bayesian (VB) method. VB is an efficient deterministic alternative to the popular but computationally demandingMarkov chainMonte Carlo (MCMC) methods. The standard VBGMMalgorithm is extended by allowing component splitting such that it is robust to initial parameter choices and can automatically and efficiently determine the number of components. The new algorithm we propose allows more effective modelling of individuals’ highly heterogeneous and spiky spatial usage behaviour, or more generally human mobility patterns; the term spiky describes data patterns with large areas of low probability mixed with small areas of high probability. Customers are then characterised and segmented based on the fitted GMM which corresponds to how each of them uses the products/services spatially in their daily lives; this is essentially their likely lifestyle and occupational traits. Other significant research contributions include fitting GMMs using VB to circular data i.e., the temporal usage behaviour, and developing clustering algorithms suitable for high dimensional data based on the use of VB-GMM.
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Milheiro, João Luís Trindade. "Next best action – a data-driven marketing approach." Master's thesis, 2020. http://hdl.handle.net/10362/92945.
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Project Work presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced AnalyticsThe Next Best Action (NBA) is a framework that is built in order to assign to each client three (or more) actions that are considered to be the best actions to perform with the client. These actions can range from product offering to pro-active retention actions and upselling recommendations. It can be a useful tool to generate leads for ongoing campaigns but also an excellent tool for analysis and a driver for the creation of new campaigns, being a key element in Customer Relationship Management (CRM) as a Data-Driven Marketing approach. Initially planned as a joint collaboration between a Bank and an Insurance Company to improve the Bancassurance business model, three versions of the NBA were built with the first two being tested on a campaign setting showing promising results. The last version, NBA 3.0, later became a sole project of the Insurance Company due to GPDR compliance policies and due to time constraints could not be evaluated.
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張淑鈴. "The Study of Social Welfare Foundation’s Donor-- A Relationship Marketing Approach." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/15538136228978351161.
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碩士南華大學
非營利事業管理研究所
90
The Study of Social Welfare Foundation’s Donor -- A Relationship Marketing Approach Abstract The relationship marketing has become a new marketing paradigm in recent year. It is one of the important marketing strategies in building a stable and long term relationships with customers. Due to the changes of marketing environment, the progress of database and related data analysis technology, the traditional concept of mass marketing has gradually transferred to the concept of segment marketing. Also, they are important factors that facilitate the development of relationship marketing. Taking the advantage of database that already built in Taiwan, businessmen can focus their marketing efforts on target customers more precisely and devote their marketing resources to the right persons. It has been a key issue for non-profit organizations (NPOs) to apply management skills to retain their donors. The purpose of this research is to construct a complete operational approach for relationship marketing. Through the review of related references and case study, the real situations of relationship marketing of the social welfare foundations in Taiwan will be clarified. The research cuts in the topic of relationship marketing from the view of a manager and provides the runners of NPOs with the methodology of the operations of relationship marketing. The criteria of selecting the target cases are based on four factors: fund sources, full-time workers, marketing department and record of donors. Four foundations are chosen from different social welfare foundations. We have the following findings: First, implementations of relationship marketing in organization activities have different ways, based on the stages of development. Development of putting donatives activity is different. Staffs in managing database are few. Second, purpose of building database is only in order to get donations. Difficulties of building database include worrying leak-out of personal data and considering of saving costs. According to organization needs, donor’s data is differently preserved. Third, applications of the database include: establishment of target market, application of special donor, effective control of donatives cash, organization development and market segmentation. Finally, objectives of relationship marketing include: acquiring donors, obtaining their recognitions, keeping close relations. The usages of relationship marketing strategies include: attracting, building, maintaining and enhancing the supporters of the NGOs.
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Silva, Sara Inês Lago Duarte e. "Exploring drivers of consumer well-being in music festivals: a relationship marketing approach." Master's thesis, 2019. http://hdl.handle.net/10071/18950.
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In the recent decades, the music festivals industry has developed very fast as well as contributed for the growth of wealth in the tourism sector. However, the research up-to-date about festivals is at an early stage, as there are plenty concepts and themes that have not been explored yet. Therefore, this study is motivated to explore what is behind the music festivals’ phenomenon.
This dissertation considers the context of music festivals in Portugal due to its increasing levels of tourism growth, and investigates the existing relationships between common concepts within the field of Relationship Marketing, such as consumer’s experience, emotions and level of satisfaction, and yet their level engagement and their sense of well-being. In order to establish a connection between all these constructs, the S-O-R framework developed by Mehrabian and Russell (1974), regarded as one of the most influential in environmental psychology, was adapted to this study to carry this investigation.
The results of the study revealed that all the constructs explored in the study show a positive relationship that enables to better comprehend the music festival experience felt by visitors, but it should be noted that not all the dimensions of each construct can be considered as relevant to our theoretical model. The overall findings in the Conclusion Chapter presented some interesting information, particularly, the relationship between consumers’ engagement and well-being, because it provides innovative and revealing facts that have not been explored previously in the music festivals literature. The managerial implications concerned to this study are discussed at the end.Nas últimas décadas, a indústria dos festivais de música tem vindo a desenvolver-se rapidamente, como ainda tem contribuído para o crescimento da riqueza que é gerada através do sector do turismo. No entanto, a pesquisa que é recolhida até à data acerca de festivais encontra-se ainda numa fase inicial, uma vez que existem vários conceitos e temas que não foram ainda investigados. Desta forma, este estudo é motivado a explorar o que está por detrás do fenómeno dos festivais de música. Esta dissertação considera o contexto dos festivais de música em Portugal, devido aos altos níveis de crescimento do seu turismo, e investiga as relações entre alguns conceitos que são comuns na área do Marketing Relacional, como por exemplo, a experiência dos consumidores, as suas emoções e satisfação, e ainda os seus níveis de compromisso, e as suas sensações de bem-estar. De maneira a estabelecer uma conexão entre todos estes conceitos, o framework S-O-R desenvolvido por Mehrabian e Russell (1974), reconhecido como um dos mais influentes na área de psicologia ambiental, foi adaptado a este estudo para que fosse conduzida esta investigação. Os resultados deste estudo revelaram que todos os constructos explorados neste estudo demonstram uma relação positiva que permite compreender melhor a experiência dos festivais de música sentida pelos visitantes, mas deve também ser referido que nem todas as dimensões de cada constructo podem ser consideradas como relevantes para este modelo teórico. Os resultados gerais que se encontram no capítulo das conclusões apresentaram informação relevante, nomeadamente, a relação entre compromisso e bem-estar dos consumidores, por apresentar factos inovadores e reveladores que não foram ainda explorados na literatura dos festivais de música. As implicações que foram reconhecidas neste estudo são discutidas no final do mesmo.
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Silva, Mariana Bento Ferreira da. "Continente online suits up b2b posture: marketing & communication approach." Master's thesis, 2013. http://hdl.handle.net/10071/10209.
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A presente tese projecto de mestrado foi elaborada como resposta ao desafio lançado pela empresa SONAE, mais propriamente SONAE MODELO CONTINENTE, Continente Online. O canal de E-commerce do já familiar hipermercado português Continente.
Sendo uma empresa com bases estratégicas muito sólidas, seria de esperar que, quer fosse para clientes particulares, quer fosse para clientes empresarias, o Continente Online (COL) estava em constante alerta às exigências e evolução, tanto internas como externas, no entanto esta questão não se verificava. O cliente empresarial e os seus hábitos de consumo eram até hoje uma incógnita para o COL.
Depois de integrar na empresa, e analisar as condições externas e o mercado onde esta actua, foi possível recolher o know-how necessário para que se desenvolvesse uma postura empresarial para com os clientes que até aqui pouco se conhecia.
A solução encontrada passa pela optimização do ciclo de vida do cliente, por forma a entender as diversas fases pelas quais os mesmos vivem o Continente Online. Desta forma foi possível priorizar mensagens de comunicação e marketing eficientes, que cumpram o objectivo de assumir uma postura empresarial, que responda as necessidades exigidas. E, não sendo o comportamento do consumidor uma variável estável, segundo a combinação de algoritmos foi possível proceder à criação de um modelo que controla os vários movimentos do cliente na sua curva de ciclo de vida.
Esta nova postura, criada segundo um plano de comunicação eficiente, resultou no desenvolvimento de um conceito assente na especialização e foco de uma proposta de valor para um target exigente, onde o objectivo é criar parcerias e proporcionar o crescimento e evolução de diversos sectores de actividade. A proposta reforça os desafios inicialmente encontrados bem como a forma de os superar, estando em constante alerta à concorrência e às condições externas ao negócio.This master thesis project has been developed in response to the challenge issued by SONAE, more properly SONAE MODELO CONTINENTE, by CONTINENTE ONLINE. The E-commerce channel of the familiar Portuguese hypermarket, Continente. Being a company with a very solid strategic foundation, would be expected that either to private customers, whether for business customers, Continente Online (COL) was constantly alert to the external demands and developments. However, this issue was not the case. The business customers and their consumption habits were a mystery until to this day for the COL. After integrating the company and analyzed the external conditions and the market in which it operates, was possible to collect the necessary know-how so that it can be developed a corporate attitude towards those customers that little was known until now. The solution involves optimizing the customer life cycle in order to understand the several phases through which they experience Continente Online. Thus, it was possible to prioritize messages and efficient marketing communication that meet the goal of assuming a posture that meets the required business needs. And, not being the consumer behavior a stable variable, according to the combination of algorithms was possible to create a model that controls the various movements of the client in its life cycle curve. This new position, created according an efficient communication plan, resulted in the development of a concept based on specialization and focus of a value proposition to a demanding target, where the goal is to create partnerships and provide the growth and evolution of a variety of activity sectors. The proposal reinforces the challenges originally found, as well as how to overcome them, by being in constantly alert to competition and the external conditions to the business.
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Kumar, M. S. N. "Interactions between a web site and its customers : a relationship building approach." Thesis, 2003. http://hdl.handle.net/2429/15154.
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This research makes a case for treating an electronic commerce web site as a social actor
and argues that LT-enabled support for personalization systems and virtual communities
has a significant impact on the perceived communication characteristics of a web site.
This research studied the impact of two communication characteristics - adaptiveness
and connectivity of a web site. Adaptiveness indicates the extent to which a web site
adapts itself to support the needs of its customers whereas connectivity refers to the
ability of a web site to link potential customers with other visitors. Further, synthesizing
research from communication, media choice and technology adoption literatures, this
thesis proposes social presence as the experiential construct and perceived usefulness as
the utilitarian construct that will mediate the relationship between communication
characteristics of a medium and customer loyalty.
A survey and a laboratory experiment were conducted to test the linkages proposed
above. The survey showed that while adaptiveness impacted on both social presence and
perceived usefulness, connectivity had an impact only on social presence and an
insignificant impact on perceived usefulness. Social presence did not influence perceived
usefulness while both social presence and perceived usefulness had a significant impact
on customer loyalty. By filtering Amazon.com real-time, the lab experiment was
conducted to specifically study the causal impact of a web site's support for
personalization and virtual communities.
Support for personalization had a strong impact on adaptiveness, whereas support for
consumer reviews had strong effect on connectivity. Interestingly, support for personalization had a weaker, but significant effect on connectivity and support for
consumer reviews had a similar effect on adaptiveness. Data from the experiment was
also analyzed using mediation analyses as well as partial least square analysis to show
that the general pattern of results observed were consistent across methods thus
improving the confidence in the research model proposed.
This research by proposing social presence as a crucial experiential predictor of customer
loyalty has addressed an important gap that exists in our current understanding of web
users' behavior. It also makes a key contribution by empirically showing that a web
site's support for IT-enabled personalization and virtual communities do have a
significant impact not only on the perceived communication characteristics, but also on
customer loyalty through social presence and perceived usefulness.
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Tang, Jia-Wei, and 唐嘉偉. "The Cross-Stage Relationship Development Management for Marketing Strategic Alliances by Relationship Hierarchy Structural Approach: An Empirical Study for Telecommunication Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03874113812051542547.
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博士國立高雄第一科技大學
管理研究所
100
In recent years, the studies of marketing strategic alliances had been paid much attentions by marketing management scholars, however, previous studies still focued on single stage but rather cross-stage for marketing strategic alliance relationship development. Moreover, the influence factors are assumed independent and not correlative, as well as these factors are in the same level of hierarchy relationships, and further can''t define clearly their correlations through literature reviewed. Thus, this study applied relationship life cycle concept and separated three stages including relationship evaluation, relationship development and relationship maintance to derivate influence factors in each stage based on relative theory for relationship development. This study proposed a model which called "Structural Relationship Development Factors Interactive Analysis Model", and apply this model to investigate and compare interaction, influence, and importance of different facors cross-stage for marketing strategic alliance relationship development by used Chunghwa Telecom Company as research object. According to research results, we will also provide three processes of relationship management strategies for managers of telecommunication companies. The main conclusion of this research are included: 1. The cross-stage influence factors of marketing strategic alliance development have correlation and interaction through examination by utilizing "Structural Relationship Development Factors Interactive Analysis Model" proposed by this study, and further the importance of influence factors will change when their interaction considered. According to analysis results, the key influence factors for marketing strategic alliance relationship evaluation are the cooperation exclusive, internal management mechanism, and management resources; the key influence factors for marketing strategic alliance relationship development are the degree of trust, ability of confict solved and the ability of communication; the key influence factors for marketing strategic alliance relationship mantaince are the company polices, performance of operation and degre of commitment. 2. According to the results of cross-stage factor relational hierarchical structural, importance and interaction effect analysis for telecommunication marketing strategic alliance, this study pointed out that "transaction cost theory" and "social exchange theory" are suitable to explan relationship life cycle and relationship development process as well as derivate key influence factors in each relationship development stage. 3. A "Structural Relationship Development Factors Interactive Analysis Model" is proved that this model not only breakthrough the limitations for examining corelation and interaction cross-stage of marketing strategic alliance relationship development but also overcome problems regarding to interdependent and efficiency for evaluating the importance of influen factors. 4. We will provide cross-stage relationship management strategies of marketing strategic alliance relationship development for managers of telecommunication companies in order to help managers to monitor the situation of relationship development. In relationship evaluation stage, marketing distributors should concentrate on management resources that can develop long-term relationship with telecommunication companies and also need to check internal management mechanism that is responsible for mantaining marketing strategic alliance relationship. In relationship development stage, telecommunication companies and marketing distributors all need to strengthen the efficiency of information delievery as well as the ability of communication. In relationship maintanc stage, telecommunication companies and marketing distributors have to increase completion rate of operation performance as well as telecommunication companies also need company policy to support long-term relationship development of marketing strategic alliance
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Hua, Chih-Han, and 華芝涵. "The Relationship Marketing Approach to Low Risk Medical Devices: A Case Study of H Company Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/05121936275287614457.
Full textAbstract:
碩士中國文化大學
國際企業管理學系碩士在職專班
103
This study aims to identify relationship marketing key factors that contribute to medical devices’ sales performance, evaluate key factors’ relative importance to medical organizations, individual consumers and franchised dealers through empirical investigation, comprehend the similarities and differences between three markets, and develop differentiation marketing strategies. A hierarchical structure is established based on relationship marketing theories and expert judgments, then use analytic hierarchy process (AHP) to examine judgments of chief nurses of medical centers, owners of franchised dealers and individual consumers who have the authority to make purchasing decision. The results show expertise and ethical behavior are highly valued among three markets, expertise is considered the most important, followed by ethical behaviors, social bond is the least significant, and discount is the most concerned factor of medical organizations, individual consumers view medical knowledge as crucial factor, while franchised dealers consider long-term effort on cooperative relationship is of critical importance. Summarize the results some practical marketing suggestions are proposed.
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Castro, Ana Carolina Coelho Silva Fonseca. "Social media influencers: an exploratory approach to the relationship with SMI’s followers." Master's thesis, 2018. http://hdl.handle.net/10362/39065.
Full textAbstract:
More than ever, Influencer Marketing plays a crucial role on brand’s communication plan.
Though, qualitative research has dedicated little attention to Social Media Influencers’
relationship with their followers. This paper aims to study in detail how SMIs maintain a
relationship with their followers based on trust, despite the sponsored content. Thirteen semistructured
interviews are analyzed used Gioia Method and three aggregate dimensions that
helped explain the phenomenon arose from the analysis: triggers to accept a partnership,
product experience and direct interaction with followers. This study concludes that the key
dimension to a trust relationship relies on a selective acceptance of partnerships by SMIs. This
conclusion highlights the importance of brands’ managers to approach the right influencers,
only a suitable partnership allows a fluid and transparent communication. Managers might use
this study to better understand the SMI Phenomenon from the Influencers’ perspective,
comprehending various aspects, from the criteria used to accept a partnership to how they
communicate directly with their followers.
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Coelho, Tatiana Lima. "Customer relationship management model - A strategic and analytical approach for Amorim Turismo." Master's thesis, 2013. http://hdl.handle.net/10362/17556.
Full text
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SU, WEI, and 蘇緯. "Examining the Promotion Strategies of Non-profit Organizations for College Relationship Education from the Approach of Social Marketing." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/9s923c.
Full textAbstract:
碩士國立政治大學
廣播電視學系
104
Relationship education aims to enrich people’s ability in building and managing relational intimacy with others. It is new here in Taiwan though in some countries it has been practicing for long time and has been proven effective. Building intimate relationship is a significant developmental task for college students, most of who are in their early adulthood. Considering the increasingly worsening romance and marital problems in our society, this study was conducted from the view of social marketing, rather than from the view of education, on which all the current literature was conducted, to explore the current status of non-profit-organizations’ marketing of relationship education among college students and to provide suggestions for its improving. This study was conducted with in-depth-interview with 7 relationship education practitioner and experts from non-profit-organizations, whose roles varied from teachers, leaders of relevant organizations, and advocators for governmental policy; the interview theme included their experience and opinion on practicing, structures and environments; the data collected was analyzed according to Kotler’s social marketing process to learn about the current marketing environments and targets of relationship education for college students and to provide suggestions for marketing strategies. The result indicated that, in spite of that lots of teachers and organizations have been working diligently in promoting relationship education and that much has been gained in both teaching strategies developing and teaching outcome, generally speaking, to achieve better marketing results, organizations (either serving college students directly or via schools and other agents which connecting providers and receivers) need to understand more about where and whom they serve and hence learn to become customer oriented. Based on this and opinions from the subjects, the researcher provided the following suggestion for future marketing of relationship education for college students: 1. To solve the problems of resource inadequacy and scattered efforts, resources for relationship education from various parties shall be integrated so as to successfully deliver the service to college students. 2. The project of marketing of relationship education shall enroll manpower from other related professions, for it a task that requires more other education profession. 3. The marketing of relationship education shall get communities’ involvement for building a supportive environment to broaden their service group. 4. Since the marketing of relationship education is a matter concerning the welfare of our society as a whole, it requires contribution from the practitioners, the government, the academia, and also other fields of profession. In addition, this study observed variation of students’ characteristics and needs on relationship education across factors of school type, family socio-economic status and geographical region. Among all, the factor of school types was taken as most significant by the subjects and the researcher suggest that further studies explore it and relevant parties to consider it while developing marketing strategies, such as market segmentation. Finally, regarding the involvement of the profession of communication, the researcher suggests having teaching content available via various media, reinforcing the target’s awareness of needs by way of marketing, and raising profession of communication and marketing that are familiar with relevant issues. Cooperation and mutual understanding between communication profession and education one shall benefit the development of effective local marketing models and hence contribute to Taiwan society.
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Carrilho, Marta Guerra. "CRM strategies: an approach to Lidl, Sonae and Jerónimo Martins firms." Master's thesis, 2016. http://hdl.handle.net/10071/13876.
Full textAbstract:
Business is in a constant race to reduce cost and increase revenues, to ensure current,
new and future customers, avoiding at any cost competitors. One of the several
instrument define to assist in the interaction among the supplier and customers is CRM,
Customer Relationship Management Strategies. It aims to develop individual lasting
relationships, ensuring costumers keep coming back, impacting both parties in a
positive way.
The main purpose of the thesis is to support a better understanding on the multiple CRM
strategies. To ensure the successfulness of the study the study firsts purposes two
question collected from the literature review, in which the thesis will be focused on. The
three central areas for the study are: the objectives, strategy and method. Using
collected theory from literature, a frame of reference based on three firms, Lidl, Sonae
& Jerónimo Martins, will be compared to each other theory and strategies.
The statements that arise from the study go in concordance with the explored literature,
however, the study specifies main CRM strategies that lack of research in the areas
corresponding to CRM. Moreover it indicates that CRM impact customers and firms.O mundo dos negócios encontra-se numa constante corrida associada a uma necessidade de redução de costos e aumento das receitas, de forma a garantir os atuais, futuros e possíveis clientes. Um dos muitos instrumentos, de referência aquando da interação entre o vendedor e o consumidor é a Gestão da relação pessoal com o cliente, respetivamente o CRM. Tem como objetivo fulcral o desenvolvimento de relações duradouras, garantindo o retorno dos clientes, traduzindo-se num impacto positivo para ambas. O principal foco da presente tese, é a de servir de suporte a um melhor entendimento das mais variadas estratégias de CRM. De forma a garantir o seu sucesso, o estudo, primeiramente surge com duas questões principais, reunidas através da revisão da literatura. Os três pontos centrais assentam nos objetivos, estratégia e metodologia. Priorizando informação recolhida da extensa literatura, e três empresas selecionadas para estudo, Lidl, Sonae & Jerónimo Martins, finalizando com a análise comparativa entre os dois métodos. As afirmações reunidas ao longo do estudo seguem em concordância com a revisão da literatura, todavia, há porém uma quebra na informação referente a área do CRM. Posteriormente o estudo faz referência aos impactos que o CRM tem na empresa e cliente.
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Pereira, José António Monteiro. "Brand hate: A constructivist grounded theory approach." Master's thesis, 2019. http://hdl.handle.net/10071/19378.
Full textAbstract:
While Brand Love has been extensively studied, Brand Hate is still in the early stages of its theoretical development. Therefore, the main intentions of this dissertation are: first, to conduct a literature review, seeking to learn what has been written about the concepts and meaning of love, hate, brand love, brand hate and several supportive elements such as emotions, consumer-brand relationships, brand and anti-brand communities; second, perform multiple semi-structured interviews, analyse and discuss the Portuguese costumer’s perception on the topic and link it to academia. To achieve these objectives, the Constructivist Grounded Theory methodology is employed.
In this vein, an extensive literature review was accomplished, mainly resorting to top tier journals belonging to Q1 and Q2 of Scopus and Web-of-Science, suchlike Journal of Marketing, Journal of Business Research and Journal of Consumer Psychology. Subsequently, sixteen semi-structured interviews were carried out, with knowledgeable consumers of both genders, different generational groups and professional backgrounds. To code and support the analysis of the interviews, the CAQDAS ATLAS.ti was operated.
Among the findings generated by this process, seven facets were uncovered: emotions are essential to the shopping experience; there is an occasional contemporaneity between diverse elements of Active Brand Hate; Negative Past Experiences was the most cited antecedent of Brand Hate; it is possible to turn Brand Hate into neutral or positive relationships but so is the reverse; Negative Double Jeopardy should be divided into parcels; Oppositional Brand Loyalty ought be tested as another antecedent; there are dissimilar types of Brand Hostages.Enquanto o Amor à Marca tem sido extensivamente estudado, o Ódio à Marca ainda está nas primeiras fases do seu desenvolvimento teórico. Portanto, as principais intenções desta dissertação são: primeiro, fazer uma revisão de literatura, procurando aprender o que foi escrito sobre os conceitos e significado de amor, ódio, Amor à Marca, Ódio à Marca e vários elementos de suporte como emoções, relacionamento entre consumidores e marcas, comunidades pró e anti-marca; segundo, realizar múltiplas entrevistas semi-estructuradas, analisar e debater a percepção que o consumidor Português tem sobre o tópico e vinculá-la ao mundo académico. Para atingir estes objectivos, a metodologia Constructivist Grounded Theory foi implementada. Nesse espírito, uma extensiva revisão da literatura foi concretizada, principalmente recorrendo a jornais de alto gabarito pertences a Q1 e Q2 da Scopus e Web-of-Science, tais como Revista de Marketing, Revista de Pesquisa de Negócios e Revista de Psicologia do Consumidor. Subsequentemente, dezasseis entrevistas semi-estructuradas foram conduzidas, com conhecedores consumidores de ambos os géneros, diferentes grupos geracionais e formações profissionais. Para codificar e suportar a análise das entrevistas, o CAQDAS ATLAS.ti foi manejado. Dentro das descobertas geradas por este processo, sete facetas foram reveladas: as emoções são essenciais à experiência de compra; existe uma contemporaneidade entre diversos elementos do Ódio Activo à Marca; Experiências Negativas do Passado foi o antecedente de Ódio à Marca mais citado; é possível transformar Ódio à Marca em relacionamentos neutros ou positivos, mas o reverso também; o Risco Duplo Negativo devia ser dividido em várias parcelas; Lealdade de Oposição à Marca devia ser testado como outro antecedente; há vários tipos de Reféns da Marca.