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Journal articles on the topic 'Relationship Marketing Approach'

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Published: 10 March 2023

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1

Helgesen, Øyvind. "Marketing for Higher Education: A Relationship Marketing Approach." Journal of Marketing for Higher Education 18, no. 1 (June 16, 2008): 50–78. http://dx.doi.org/10.1080/08841240802100188.

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Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond." Journal of Services Marketing 31, no. 1 (February 13, 2017): 16–19. http://dx.doi.org/10.1108/jsm-11-2016-0398.

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Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection. Findings Relationships, networks and interaction constitute the core of marketing. Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory. Practical implications Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results. Originality/value Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.
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Tomás Gómez Arias, José. "A relationship marketing approach to guanxi." European Journal of Marketing 32, no. 1/2 (February 1998): 145–56. http://dx.doi.org/10.1108/03090569810197534.

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4

Payne, Adrian, and Flemming Poulfelt. "MARKETING OF MANAGMENT CONSULTING FIRMS: TOWARDS A RELATIONSHIP MARKETING APPROACH." Academy of Management Proceedings 1992, no. 1 (August 1992): 160–64. http://dx.doi.org/10.5465/ambpp.1992.17515332.

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5

Achen, Rebecca M. "Measuring social media marketing: moving towards a relationship-marketing approach." Managing Sport and Leisure 22, no. 1 (January 2, 2017): 33–53. http://dx.doi.org/10.1080/23750472.2017.1379883.

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Grandi, Sebastiano. "A new approach to Marketing Channel Relationship." MERCATI & COMPETITIVITÀ, no. 3 (September 2018): 7–10. http://dx.doi.org/10.3280/mc2018-003001.

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7

Tjosvold, Dean, Lindsay Meredith, and R. Michael Wellwood. "Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH." Journal of Business & Industrial Marketing 8, no. 4 (April 1993): 5–17. http://dx.doi.org/10.1108/08858629310047225.

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Daukseviciute, Irena, and Lyndon Simkin. "Optimising relationship marketing programmes: a holistic approach." Journal of Strategic Marketing 24, no. 6 (July 31, 2015): 500–518. http://dx.doi.org/10.1080/0965254x.2015.1063681.

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Payne, Adrian, David Ballantyne, and Martin Christopher. "A stakeholder approach to relationship marketing strategy." European Journal of Marketing 39, no. 7/8 (July 2005): 855–71. http://dx.doi.org/10.1108/03090560510601806.

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10

Sheth, Jagdish. "Revitalizing relationship marketing." Journal of Services Marketing 31, no. 1 (February 13, 2017): 6–10. http://dx.doi.org/10.1108/jsm-11-2016-0397.

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Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach Personal reflections. Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of heart” as the RM objective and from “managing customer relationships” to “managing contractual or virtual joint ventures with customers” as the process of RM. Research limitations/implications The shift to “share of heart” will generate three new RM areas for researchers and practitioners: emotive feedback, purpose-driven RM and the use of social media for developing and nurturing brand communities. For the process shift to take place, companies and customers need to co-create value, collaborate cross functionally and share value. Originality/value Going from “share of wallet” to “share of heart” as the objective of RM and from managing customer relationship to joint venturing with customers as a process will revitalize the RM discipline.
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11

Akroush, Mamoun N. "Transactional marketing and relationship marketing paradigms: a structural equation modelling approach." International Journal of Electronic Customer Relationship Management 4, no. 2 (2010): 125. http://dx.doi.org/10.1504/ijecrm.2010.031862.

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12

Gengler, Charles E., and Peter T. L. Popkowski Leszczyc. "Using customer satisfaction research for relationship marketing: A direct marketing approach." Journal of Direct Marketing 11, no. 4 (1997): 36–41. http://dx.doi.org/10.1002/(sici)1522-7138(199723)11:4<36::aid-dir6>3.0.co;2-x.

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Gengler, Charles E., and Peter T. L. Popkowski Leszczyc. "Using customer satisfaction research for relationship marketing: A direct marketing approach." Journal of Direct Marketing 11, no. 1 (1997): 23–29. http://dx.doi.org/10.1002/(sici)1522-7138(199724)11:1<23::aid-dir3>3.0.co;2-0.

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14

Kharouf, Husni, Donald J. Lund, Alexandra Krallman, and Chris Pullig. "A signaling theory approach to relationship recovery." European Journal of Marketing 54, no. 9 (June 30, 2020): 2139–70. http://dx.doi.org/10.1108/ejm-10-2019-0751.

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Purpose Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following relationship violations. Design/methodology/approach Three 2 × 2 scenario-based experiments (total n = 527) manipulate signal strength × violation type (Study 1); signal frame × violation type (Study 2); and signal strength × brand familiarity (Study 3) to examine their dynamic impacts on relationship recovery efforts. Findings Stronger signals are more effective at relationship repair and are especially important following integrity (vs competence) violations. Signals framed as customer gains (vs firm costs) lead to more favorable relationship outcomes. Finally, brands that are less (vs more) familiar see greater benefits from strong signals. Research limitations/implications The three experiments were scenario-based, which may not replicate real-life behavior or capture participants’ actual emotions following a violation, thus future research should extend into real-world recovery efforts. Practical implications Managers should send strong signals (communicating the level of resources invested in the recovery efforts) framed as benefits to the customer, rather than costs to the firm. Strong signals are especially important when brand familiarity is low or an integrity violation has occurred. Originality/value This is the first research to directly apply signaling theory to the relationship recovery process and contributes to theory by examining the role of signal strength; framing of the signal as a customer gain vs firm cost; and the interplay of signal strength and brand familiarity on the relationship recovery effort.
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MARCU, Roxana, and Dan POPESCU. "Healthcare Customer Relationship Management: Marketing Process Deliverable Approach." Studies in Informatics and Control 29, no. 3 (September 30, 2020): 329–36. http://dx.doi.org/10.24846/v29i3y202006.

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Chandwani, Sanjay. "Book Review: Relationship Marketing: A Consumer Experience Approach." Vision: The Journal of Business Perspective 15, no. 1 (March 2011): 83–85. http://dx.doi.org/10.1177/097226291101500116.

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Addison, Donald P., Tony Lingham, Can Uslay, and Olivia F. Lee. "An entrepreneurial relationship marketing approach to B2B selling." Journal of Research in Marketing and Entrepreneurship 19, no. 1 (July 10, 2017): 2–25. http://dx.doi.org/10.1108/jrme-09-2016-0032.

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Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism. Design/methodology/approach The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study. Findings ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented. Research limitations/implications The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust. Practical implications Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization. Originality/value This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.
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18

Martin, Charles L. "Relationship marketing: a high‐involvement product attribute approach." Journal of Product & Brand Management 7, no. 1 (February 1998): 6–26. http://dx.doi.org/10.1108/10610429810209700.

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19

Thaichon, Park, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven, and Yi Bu. "Online relationship marketing: evolution and theoretical insights into online relationship marketing." Marketing Intelligence & Planning 38, no. 6 (August 12, 2019): 676–98. http://dx.doi.org/10.1108/mip-04-2019-0232.

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Purpose The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators. Research limitations/implications The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications. Originality/value The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.
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20

Setyawan, Anton Agus, Bernardinus M. Purwanto, Basu Swastha Dharmmesta, and Sahid Susilo Nugroho. "Relationship Marketing Estimation Model in Emerging Economies: Dyadic Versus Non-dyadic Approach." Organizations and Markets in Emerging Economies 10, no. 2 (December 31, 2019): 174–95. http://dx.doi.org/10.15388/omee.2019.10.9.

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The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models – one based on a dyadic approach and another based on a non-dyadic approach. We estimate these two models and compare their results to see which one is more suitable to be used as a theoretical relationship marketing model. We developed a survey comprising 204 dyadic observations of retailers and their suppliers and used a purposive sampling method. Three different observations correspond to three different estimation models. This study shows that the estimation model based on a dyadic approach has a better model fit than the model based on a non-dyadic approach regarding relationship marketing in a business-to-business context. The dyadic model also gives more accurate information to explain behaviour among companies involved in business relationships. Furthermore, this study explains how to examine estimation models in a relationship marketing context using dyadic and non- dyadic approaches. We also develop methods for examining dyadic perceptions of companies involved in business relationships. Our results contribute to the IMP school of thought in relationship marketing.
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21

El Khadar, Mariame. "The Service Relationship: Literature Review." International Journal of Scientific Research and Management 10, no. 08 (August 13, 2022): 3763–79. http://dx.doi.org/10.18535/ijsrm/v10i8.em04.

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This article is a literature review on service relationships dealing with two important theoretical approaches in which service relationships are classified: the Perspective Approach and the Interactionist Approach. Then, a service relationship conceptualization is based on the study of several definitions. This literary review also presents service models highlighting the service production process, called “servuction” in the marketing literature (actors and visible and hidden parts of service production). These models also reveal relationships that are concomitant to the service relationship and which condition its success. These relationships are marked by structural tensions. We, equally, present marketing works realized by specialist authors on service relationships which deal with co-production aspects, the shortcomings and the possibilities of improving service relationships. Keywords: service relationship, prescriptive approach, interactionist approach, concomitant relationships, co-production.
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22

Echchakoui, Said. "Salesperson profitability in relationship marketing." Journal of Modelling in Management 9, no. 3 (November 11, 2014): 306–23. http://dx.doi.org/10.1108/jm2-02-2014-0014.

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Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed. Design/methodology/approach – Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time. Findings – Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm. Research limitations/implications – This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable. Originality/value – In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.
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Sun, Francis. "Relationship versus Transaction Marketing in China: An Institutional Approach." Business and Management Studies 3, no. 2 (May 31, 2017): 47. http://dx.doi.org/10.11114/bms.v3i2.2448.

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This study takes a transaction governance institutional approach to predict firms’ choice between relationship versus transaction marketing in China. Drawing on the literatures on relational versus discrete transactions and their respective governance institutions of social relational governance versus market mechanisms, the paper posits that firms can either practice relationship marketing to reinforce social relational governance to support relational exchanges, or launch transaction marketing to enhance the effectiveness of market mechanisms to promote discrete transactions. The paper further argues that such decisions are determined by institutional, industry, and firm attributes. Empirical results support these arguments which provide strong research and practical implications.
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Tanveer, Muhammad, Abdul-Rahim Ahmad, Haider Mahmood, and Ikram Ul Haq. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach." Sustainability 13, no. 12 (June 17, 2021): 6839. http://dx.doi.org/10.3390/su13126839.

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This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.
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Gronroos, Christian. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface." Journal of Business Research 20, no. 1 (January 1990): 3–11. http://dx.doi.org/10.1016/0148-2963(90)90037-e.

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Balaji, M. S., Sanjit Kumar Roy, and Khong Kok Wei. "Does relationship communication matter in B2C service relationships?" Journal of Services Marketing 30, no. 2 (April 11, 2016): 186–200. http://dx.doi.org/10.1108/jsm-08-2014-0290.

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Purpose Given the role of communication in relationship development and maintenance, the purpose of this study is to examine the multidimensional nature of relationship communication and examine its association with customers’ cognitive and affective states (consisting of trust, intimacy and image) and relationship commitment. Design/methodology/approach A set of hypotheses is developed based on review of the literature. The hypotheses are tested empirically using partial least square path modelling on survey data collected from users of retail banking services. Findings Results show that relationship communication is a second-order construct consisting of the first-order factors of clarity, pleasantness, responsiveness and language. The findings suggest that service firm’s communications influence customers’ cognitive and affective states, which, in turn, affects customer’s commitment towards the firm. Practical implications The study provides useful insights to both researchers and practitioners on the role of relationship communication in relationship development and maintenance. Through investigation of the relationship communication dimensions, an optimum communication mix can be achieved to deliver messages in an effective way to the customers. Originality/value The contribution of the study lies in proposing and testing relationship communication as a higher-order construct and explicating its role in developing committed customers.
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27

Hapsari, Raditha, Michael D. Clemes, and David Dean. "The Role of Customer Engagement in Enhancing Passenger Loyalty in IndonesianAirline Industry: Relationship Marketing Approach." Asia Pacific Management and Business Application 3, no. 3 (April 30, 2015): 135–44. http://dx.doi.org/10.21776/ub.apmba.2015.003.03.1.

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28

Trihatmoko, R. Agus, Mugi Harsono, Salamah Wahyuni, Tulus Haryono, and Niki Lukviarman. "Structure of Channel Management and Agency Theory: Relationship Marketing Approach for Fast Moving Consumer Goods (FMCG) Business." Research in Business and Management 5, no. 2 (July 23, 2018): 17. http://dx.doi.org/10.5296/rbm.v5i2.13413.

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This article aimed at identifying, describing, and obtaining deep understanding about channel management to reveal the characteristics of relationship-marketing theory. As such, it utilizes the agency theoretical perspective which is occasionally used in prior relationship-marketing research. The research uses qualitative method based on phenomenology theoretical-design and constructivism philosophy to observed fast-moving consumer goods business phenomenon within transactional buying-selling process in the channel management structure. Such design will be applied through the mechanism of distribution channels in traditional trade. The result identifies three positions of distribution channels within the agency theory perspective: (1) relationship between principal, distributor and promotional agencies in an efficient contract position, (2) relationship between distributor, wholesaler and retailer in the position of the realized outcomes, and (3) relationship between wholesaler, retailer and the end-users in a pay-offs position. The findings viewed as a constructive way in describing the re-design model structure of channel management from the agency theoretical perspective. As such, the research revealed three characteristics of relationship marketing; exclusive contract, direct competitive, and temporary contract approach. This research implies that the agency theoretical perspective will emerge as a new and prosperous theoretical perspective in the field of relationship marketing research in the future. It might be argued that managers in applying any relationship marketing approach are advised to stay focused on improving the quality of relationships among the partners covered by each channel-group. Further, it is expected that future research in the field of marketing management, particularly on relationship-marketing research, to utilize the agency theory as their theoretical strands.
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Tjandra, Nathalia Christiani, John Ensor, Maktoba Omar, and John R. Thomson. "An evaluation of the effect of interconnectedness and the state of the relationships in a triad: a dynamic approach." Qualitative Market Research: An International Journal 23, no. 4 (June 17, 2020): 821–41. http://dx.doi.org/10.1108/qmr-02-2020-0029.

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Purpose This study aims to investigate the applicability of Ritter’s (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and customers and to extend the framework by considering how the state of the relationships in a triad influences the relationship dynamic. Design/methodology/approach A qualitative case study research method with multiple sources of evidence was adopted in this study. The case study focusses on a triadic relationship of one of the largest UK-based financial services institutions, Provider XYZ, with independent financial advisers and customers. Findings The findings confirm that the synergy effect, lack effect, competition effect and by-pass effect exist in the triadic relationship. The findings also acknowledge that the state of the relationships in a triad, whether they are positive (+), negative (−) or neutral (0), combined with the identified interconnectedness effect determine the dynamic of the triadic relationship network. Originality/value This paper extends the existing framework of interconnectedness by considering how the change of the relationship state changes the relationship dynamic in a triad. By evaluating both the effect of interconnectedness and the state of the relationships in a triad, managers can identify and manage possible conflicts in a triad and enhance the effectiveness of the triadic relationship.
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Pedron, Cristiane Drebes, and Mario Caldeira. "Customer relationship management adoption: using a dynamic capabilities approach." International Journal of Internet Marketing and Advertising 6, no. 3 (2011): 265. http://dx.doi.org/10.1504/ijima.2011.038239.

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31

Orava, Markus, and Pekka Tuominen. "Curing and caring in surgical services: a relationship approach." Journal of Services Marketing 16, no. 7 (December 2002): 677–91. http://dx.doi.org/10.1108/08876040210447379.

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32

Grönroos, Christian. "Relationship marketing readiness: theoretical background and measurement directions." Journal of Services Marketing 31, no. 3 (May 8, 2017): 218–25. http://dx.doi.org/10.1108/jsm-02-2017-0056.

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Purpose This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment. Design/methodology/approach Based on the promise theory and service logic, the importance of the customer–firm touchpoints and interactions to relationship marketing as an equivalent to the product variable in a conventional marketing approach is discussed. Then, a relationship marketing model and an RMR assessment model are developed. Findings The paper suggests an RMR assessment model based on two variables, namely, whether management’s focus is on the customers’ or the firm’s resources and processes and whether it is on the customers’ or the firm’s definition of quality. An indicative list of measurement factors is proposed. Originality/value The paper emphasizes the need to broaden the scope of marketing and offers a novel measurement approach, which both in theory and practice helps the development of relationship marketing understanding.
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Tichindelean, Mihai. "The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach." Studies in Business and Economics 10, no. 1 (April 1, 2015): 140–45. http://dx.doi.org/10.1515/sbe-2015-0013.

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Abstract The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.
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Setyawan, Anton Agus, Bernardinus Maria Purwanto, Basu Swastha Dharmmesta, and Sahid Susilo Nugroho. "Business relationship framework in Indonesia: relationship marketing vs transaction cost." Journal of Asia Business Studies 10, no. 1 (January 4, 2016): 61–77. http://dx.doi.org/10.1108/jabs-06-2014-0043.

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Purpose – This paper aims to explore business relationship framework between two companies. In this research, relationship marketing and transaction cost were used as frameworks to analyze business relationship of two different kinds of companies in Indonesia, oil company and hypermarket. Gronroos (1994) defines relationship marketing is establishing, maintaining and enhancing relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises. This definition is a key to analyze the relationship of retailer and their supplier. In contrast, Williamson (1980) argued that relationship in business organization is based on their economic interest, and this approach is known as transaction cost approach. In this kind of relationship, business organizations consider cost and benefit of business relationship. Design/methodology/approach – The design of this study is triangulation. Two approaches were used to answer the research questions. A survey involving 204 respondents was conducted. These are companies in Indonesia oil and gas and retail industries. The types of power of those companies were analyzed using descriptive statistic and paired t test. Also, case study was conducted to gain depth information of two companies, with a large number of business partners among the respondents. The design of case study is holistic case study. Findings – The result shows that, in the oil company, the relationship between a company and their supplier is tied on a strict contract. In fact, the relationship of supplier and company in a fuel company based on transaction cost theory. In the retail company, the relationship of supplier and retailer based on trust, commitment and satisfaction. Those three construct are the foundation of relationship marketing. Companies in those two industries tend to use non-coercive power to influence their business partners. Originality/value – This study analyzes type of business relationship in industries in emerging markets. It also discusses type of influence strategy used by companies to control their business partners to gain mutual benefit.
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A. Griffith, David, Hannah S. Lee, Chang Seob Yeo, and Roger Calantone. "Marketing process adaptation." International Marketing Review 31, no. 3 (May 6, 2014): 308–34. http://dx.doi.org/10.1108/imr-06-2013-0113.

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Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship. Design/methodology/approach – A survey was conducted of 151 US manufacturers regarding their relationship with their primary foreign buyers. Data were analyzed with partial least squares estimation. Findings – The results indicate that high levels of transaction-specific investments lead to the adaptation of relational behaviors whereas high levels of psychic distance lead to less adaptation of detailed contracting. The adaptation of relational behaviors and detailed contracting reflect differential direct effects on export performance. Furthermore, the results indicate that there is a significant positive interaction effect between the adaptation of relational behavior and detailed contracting on jointly created value in the focal export relationship. Practical implications – The findings of the study reveal that adaptation of the marketing process related to relationship governance strategies can play an important role in the export marketing process, but managers must proceed with caution in balancing relational behavior and detailed contract adaptation. The results also point to the importance of understanding the underlying source of uncertainty and adapting appropriate aspects of governance for enhancing jointly created value in the export relationship. Originality/value – The value of this research lies in its goal to highlight the issue of marketing process adaptation across multiple export relationships. Less attention has been paid to the marketing “processes” of governing multiple export relationships in the international marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on marketing process adaptation of governance employing the theoretical framework of GVA.
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Fazal-e-Hasan, Syed, Gary Mortimer, Ian Lings, and Gurjeet Kaur. "How gratitude improves relationship marketing outcomes for young consumers." Journal of Consumer Marketing 37, no. 7 (October 5, 2020): 713–27. http://dx.doi.org/10.1108/jcm-10-2019-3446.

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Purpose Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this regard, this paper has considered gratitude as a significant component of personal relationships, which offers insights into a customer–organisation relationships. Accordingly, this study aims to examine gratitude as a mechanism to predict relationship marketing outcomes, such as overall satisfaction, trust and commitment. Design/methodology/approach Data were collected from 1,093 millennial consumers across three university campuses. Findings Results indicate that gratitude is a mediating mechanism that can explain the relationship between young consumers’ perceptions of relationship marketing investments and overall satisfaction, trust and commitment. Perceived benevolence strengthens the relationship between perceived relationship marketing investments and customer gratitude. Originality/value The gratitude model contributes an alternative understanding of how young consumers’ perceptions of an organisation’s marketing investments are important in achieving a high degree of relationship marketing outcomes. This paper further incorporates the moderating roles of customer cynicism and perceptions of benevolence, key individual and relational characteristics, that influence the level of gratitude individuals to experience in response to the investments made by organisations.
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Jones, Michael A., Kristy E. Reynolds, Mark J. Arnold, Colin B. Gabler, Stephanie T. Gillison, and Vincent Myles Landers. "Exploring consumers’ attitude towards relationship marketing." Journal of Services Marketing 29, no. 3 (May 11, 2015): 188–99. http://dx.doi.org/10.1108/jsm-04-2014-0134.

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Purpose – The purpose of this study is to explore consumers’ overall attitude toward relationship marketing and to determine the influence of consumers’ overall attitude on consumers’ intentions and behaviors. Many services companies practice relationship marketing and customer relationship management. Although the benefits and drawbacks of relationship marketing for consumers have been established, little is known about whether consumers have a relatively positive or negative attitude toward relationship marketing practices. Design/methodology/approach – This research investigates consumers’ attitudes toward relationship marketing using a national survey of 245 consumers and a survey of 417 consumers living in the southern region of the USA. Findings – Although approximately 70 per cent of our national consumer sample had a somewhat positive attitude toward relationship marketing, about 30 per cent had a somewhat negative or neutral attitude. Furthermore, approximately 39 per cent of consumers in the study would choose a company that does not engage in relationship marketing over a company that does. The results also indicate that consumers’ overall attitude toward relationship marketing impacts their likelihood to respond favorably to specific relationship marketing tactics. Research limitations/implications – Some limitations should be noted. First and not uncommon to most survey research in marketing, the relationships between constructs in this study may be inflated because of common methods bias. Second, this research reports the results from two studies. Although one of the studies represents a national sample, additional research using the scales developed in this research is needed. Practical implications – This research indicates that consumers’ attitudes toward relationship marketing impacts their willingness to engage in relationships with service companies and their response to specific relationship marketing tactics. Because consumer attitudes toward relationship marketing vary, companies should consider segmenting their customer base using this information. Originality/value – This study extends previous research by using quantitative techniques to measure consumers’ overall attitudes toward relationship marketing and assessing the influence of those attitudes on intentions and behaviors.
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ANDERSSON, SVANTE. "A NETWORK APPROACH TO MARKETING MANAGEMENT." Journal of Enterprising Culture 10, no. 03 (September 2002): 209–23. http://dx.doi.org/10.1142/s0218495802000098.

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This article is an argument in favour of the importance of having different perspectives for different situations in marketing. Since the 1990s, relationship marketing has become an accepted stream in marketing research. However, this type of marketing consists of many different perspectives. Here, the network approach is covered. Its origin and its divergence from the mainstream marketing mix approach are discussed. It is concluded that Swedish culture and context influenced the development of the network approach. However, the network view is not pertinent to all marketing situations in Sweden and the approach is also useful outside of the Swedish context. Finally, it is argued that marketing research should benefit from many different perspectives and approaches that could be applicable to different marketing situations.
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Oly Ndubisi, Nelson. "Effect of gender on customer loyalty: a relationship marketing approach." Marketing Intelligence & Planning 24, no. 1 (January 2006): 48–61. http://dx.doi.org/10.1108/02634500610641552.

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Bowden, Jana Lay-Hwa. "Engaging the Student as a Customer: A Relationship Marketing Approach." Marketing Education Review 21, no. 3 (October 2011): 211–28. http://dx.doi.org/10.2753/mer1052-8008210302.

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Kavali, Stella G., Nikolaos X. Tzokas, and Michael J. Saren. "Relationship marketing as an ethical approach: philosophical and managerial considerations." Management Decision 37, no. 7 (September 1999): 573–81. http://dx.doi.org/10.1108/00251749910285746.

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Kim, Yu Kyoum, and Galen Trail. "A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach." Journal of Sport Management 25, no. 1 (January 2011): 57–69. http://dx.doi.org/10.1123/jsm.25.1.57.

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Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organization relationship quality that consists of three main components. First, we specify that relationship quality consists of five distinct but related relational constructs (trust, commitment, intimacy, self-connection, and reciprocity). Second, we suggest that relationship quality influences word of mouth, media consumption, licensed-product consumption, and attendance behaviors. Finally, we argue that psychographic factors such as relationship styles, relationship drive, and general interpersonal orientation are moderators, as well as demographic factors such as age, gender, ethnicity, region, and income.
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Bogdanovic, Mario. "MARKETING PARADOXES: EXPLICATION OF SOME BASIC MARKETING PARADOXES." MEST Journal 11, no. 1 (January 15, 2023): 9–18. http://dx.doi.org/10.12709/mest.11.11.01.02.

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This paper aims to clarify the relationship between marketing and important economic/business categories and the internal relationship between two fundamental marketing principles. The author used a qualitative approach to determine the existence of mentioned paradoxes, i.e., using logic-verbal methods is usual in economic theory/philosophy where rational discussion is the essence of understanding economic phenomena and delivering significant insights. The results showed three existing contemporary marketing paradoxes. The first is the paradox of marketing and sales/entrepreneurship, i.e., a paradox between satisfying the wishes and needs of the customers and the salesman/entrepreneur. The second is the paradox of marketing and rational consumer/homo economicus because of their conflicting goals. The third is the intramarketing paradox, i.e., between old and new basic marketing principles, because of substantial incompatibility and dubious effect on consumer well-being. A limitation of this paper is the lack of a mainstream marketing approach that does not emphasize significant concepts contradictions and the absence of quantitative methodology for testing the theses/conclusions. The theoretically unsolvable marketing paradoxes solving can be facilitated by finding a dialectical compromise between achieving contradictory goals closest to the optimal win-win principle. Solutions where only one of the parties in the relationship should dominantly benefit (win-lose) are of no use.
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Hänninen, Nora, and Heikki Karjaluoto. "The effect of marketing communication on business relationship loyalty." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 458–72. http://dx.doi.org/10.1108/mip-01-2016-0006.

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Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) collected from customers of Finnish manufacturing companies operating in the paper, mineral, and metal-processing industries. Findings The effects of customer-perceived value on customer loyalty are both direct and indirect, as marketing communications partially mediate this relationship. The customer-perceived effectiveness of various marketing communication channels adds more to loyalty formation than the perceived quality of marketing communications. Practical implications Of special interest for marketing practitioners is the channel-specific approach to the effectiveness of marketing communications. Results suggest that personalized channels would be the most important mediators of the effects of perceived value on loyalty and also bring up the possibility of combining personalized direct communication with new cost-effective digital channels. Originality/value Relatively little research has examined the mediating role of marketing communications in the relationship between perceived value and loyalty in the B2B context.
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Payne, Adrian, and Pennie Frow. "Relationship marketing: looking backwards towards the future." Journal of Services Marketing 31, no. 1 (February 13, 2017): 11–15. http://dx.doi.org/10.1108/jsm-11-2016-0380.

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Purpose This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing. The paper also delineates the frequently confused associated concepts of customer relationship management and customer management and considers how they fit within the broader concept of relationship marketing. Design/methodology/approach This paper undertakes a review of the relationship marketing literature, supplemented by the authors’ on-going interactive research with managers. Findings The paper reviews alternative approaches to relationship marketing, reflects on the development of the field of relationship marketing and identifies three critical priorities for future research in relationship marketing. Practical implications The research priorities that are identified in this paper represent important priorities for scholars, managers, regulators and policy makers. Originality/value Although there is now a substantial body of research on relationship, marketing, much of this work focuses on the customer-firm dyad, with a smaller body of work focusing on a broader range of stakeholders. This paper argues for the broadening of the role of relationship marketing to consider ecosystems; the need for firms to shift from a value-in-exchange to a value-in-use perspective when addressing customer relationships; and the critical need to address “dark side” behaviour and dysfunctional processes in relationship marketing.
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Shankar, Amit. "Does Reward Gamification Drive Brand Relationship Quality?: An Experimental Approach." Journal of Promotion Management 28, no. 4 (November 29, 2021): 443–66. http://dx.doi.org/10.1080/10496491.2021.2008578.

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Jen, Lichung, and Yichun Liu. "Do Marketing Talents Matters? Its Relationship to Marketing Capability and Performance." International Journal of Marketing Studies 11, no. 1 (January 24, 2019): 69. http://dx.doi.org/10.5539/ijms.v11n1p69.

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The discussion of marketing capability on firms&rsquo; performance has been well documented for the last two decades. Most of the previous studies regarding the measurement of marketing capability are based solitary on the attitude of top managers. However, employees&rsquo; marketing talents are rarely discussed. This study, we propose a two-order factor hierarchy model utilizing a new pairwise survey approach to evaluate managers&rsquo; marketing capability and employees&rsquo; marketing talent. A preliminary questionnaire was developed to conduct an empirical study, of which four companies over 2,000 employees were surveyed. This study identified the positive impact of employee marketing talent and managerial marketing capability to organizational performance. Theoretical contribution, managerial implication and limitations are also discussed.
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Gummerus, Johanna, Catharina von Koskull, and Christian Kowalkowski. "Guest editorial: relationship marketing – past, present and future." Journal of Services Marketing 31, no. 1 (February 13, 2017): 1–5. http://dx.doi.org/10.1108/jsm-12-2016-0424.

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Purpose In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward. Design/methodology/approach The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions. Findings Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings. Research limitations/implications The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified. Originality/value To assess existent knowledge of relationship marketing is needed to take the field forward.
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Khojastehpour, Morteza, and Raechel Johns. "Internationalization and relationship marketing: an introduction." European Business Review 26, no. 3 (May 6, 2014): 238–53. http://dx.doi.org/10.1108/ebr-05-2013-0087.

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Purpose – This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components for each step. Design/methodology/approach – The study undertakes a review and synthesis of the extant literature examining internationalization and RM. It then identifies two stages of the internationalization process and its steps, associated with RM components. Findings – The study highlights that each step in the internationalization process requires appropriate RM component to be implemented successfully. Practical implications – Findings of this study highlight the importance of managing internationalization for firms intending to enter to foreign market and identify the issues that need to be understood, if firms are to effectively manage their internationalization strategy. Originality/value – The paper is the first to integrate the concepts of internationalization and RM and to identify the factors that make managing these two types of firm's strategy.
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Renström, Helena. "We didn’t see it coming! Managerial challenges in silently fading processes." International Journal of Bank Marketing 32, no. 6 (August 26, 2014): 534–50. http://dx.doi.org/10.1108/ijbm-01-2014-0008.

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Purpose – The purpose of this paper is to understand “silent” processes, where the relationship fades away for no obvious reason, and to outline a few managerial challenges related to a passive engagement style in the relationship. Design/methodology/approach – This paper uses an exploratory approach where 42 interviews were screened, resulting in eight semi-structured interviews that were used describing silent fading relationships. The interviews represent four relationship dyads between financial advisors and their customers in a private banking setting (wealth management). Findings – The paper outlines the relationship roots, the process dynamics, and the reasons behind fading in the relationships. It emphasizes the problems with implicit expectations from both parties in the relationship and suggests that more focus should be put on defining the relationship from the start. The absence of interaction and dialogue is problematic. If the parties in the relationship are able to communicate constructively during an unstable phase in the relationship, there is a better chance that the relationship will survive. Research limitations/implications – Since no attempts are made to generalize the knowledge retrieved, the number of fading relationships categorized must not be seen as representative for a general tendency. Practical implications – The paper offers several managerial challenges when it comes to understanding the management of silently fading relationships, e.g. managing mismatching expectations, defining and re-defining the relationship, constructive dialogue, gaining service encounter information, and the need for finding the right level of commitment in the relationship. Originality/value – This paper discusses several concepts that are highly interesting for research related to relationship dynamics. Most studies have focussed on active decisions in relationships, whereas this paper focusses on passive and inactive decisions. It also offers empirical insights, which are scarce in the area.
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