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Littérature scientifique sur le sujet « Relationship marketing Australia »
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Articles de revues sur le sujet "Relationship marketing Australia"
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Ville, Simon. « “Making Connections” : Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry ». Enterprise & ; Society 10, no 3 (septembre 2009) : 423–48. http://dx.doi.org/10.1017/s1467222700008120.
Texte intégralRésumé :
Relationship marketing has received little attention from business historians who have favored the study of branding, associational advertising, market research, and the role of marketing agencies, particularly in relation to modern consumer manufacturing. Although the term relationship marketing is of recent origin, we analyze its practice under a different guise, “connections,” over several centuries: we draw on the extensive archival evidence of a rural business services industry in Australia and New Zealand. Relationship marketing's emphasis upon close and enduring individual customer relationships mitigated uncertainty of performance and behaviour, on both sides of the transaction, created by a long and geographically extended supply chain. The success of these relationships contributed to the primary industry-led economic development of both nations.
2
Savage, T. M. « CRUDE OIL MARKETING DEREGULATION ». APPEA Journal 28, no 1 (1988) : 366. http://dx.doi.org/10.1071/aj87031.
Texte intégralRésumé :
The Australian Government's decision to deregulate indigenous crude oil marketing from 1 January 1988 brings to an end the period of the Government's involvement in this area of the petroleum industry. The determination of price, the development and monitoring of administrative procedures to ensure equitable allocation of indigenous crude, and the resolution of differing views between producers, refiners and marketers were all areas where Government was actively involved. While the extent of future involvement is uncertain, the policy changes put a different dimension on exploration and production efforts for all companies and on their relationship with the marketplace, both locally and overseas.The move to deregulation widens the available options for all parties - producers, refiner/ marketers and international traders. WTiile these options exist, the most probable situation in 1988 is not expected to be greatly different from that which has existed in the last couple of years. No refineries will be shut down; product imports will increase slightly but not significantly enough to affect total demand on Australian refineries. A reduced level of indigenous crude should be run to enable greater flexibility in crude/feedstock selection for optimising refinery profitability. However, at least 75 per cent of indigenous production should be continued to be absorbed within Australia with the bulk of the exports being made from Gippsland and Jabiru areas.The change in emphasis towards product excise has ensured that the Australian Government has the mechanism to sustain revenue, essentially independent of the prices obtained for indigenous crude. As such, the Government's involvement in crude oil marketing, if at all, will be significantly reduced.Factors affecting negotiations between producers and other interested parties have been explored. It is considered that, although it is highly unlikely that firm markets will have been established by early 1988, a workable set of arrangements will have been developed to ensure that crude oil production is moved. As many uncertainties will exist on the validity of these arrangements for the long term, there will be a tendency towards spot or short-term sales agreements so that the options are left open. The key pricing points are seen to be the value BP Australia is prepared to pay for Western Australia and Queensland production, at Kwinana and Brisbane respectively, and the prices being obtained by Esso/BHP for Gippsland crude in the export market.
3
Sok, Phyra, Lan Snell, Wai Jin (Thomas) Lee et Keo Mony Sok. « Linking entrepreneurial orientation and small service firm performance through marketing resources and marketing capability ». Journal of Service Theory and Practice 27, no 1 (9 janvier 2017) : 231–49. http://dx.doi.org/10.1108/jstp-01-2016-0001.
Texte intégralRésumé :
Purpose The literature establishes complex relationships between entrepreneurial orientation (EO) and performance, with mixed findings suggesting the variability of the magnitude of the relationship between the two. Some studies report a positive relationship, some negative, while some report an insignificant relationship between EO and performance. These conflicting findings suggest that the EO-performance relationship is more complex than a simple main-effects-only relationship. The literature offers two distinct approaches – integrating moderating or mediation variables in advancing the EO-performance relationship. The purpose of this paper is to extend current knowledge by examining underlying processes through which EO contributes to performance and the specific conditions under which this process is facilitated. Design/methodology/approach To test the hypotheses the authors chose small service firms in Australia. Industry representation included: accommodation and food services; health care services; rental, hiring and real estate services; transport, postal and warehousing; arts and recreation services; retail trade; construction and training services; and professional, scientific and technical services. The services sector offers a unique opportunity to analyze variances in entrepreneurial engagement and organizational outcomes given the competitive intensity within the service sector which requires firms to engage in venturing, renewal and innovation. The proposed hypotheses were tested through a hierarchical regression analysis. Findings This study finds the support for the mediation effect of marketing capability on the EO-performance relationship. Critically, this study also finds that marketing resources moderates on the indirect effect of EO on performance via marketing capability. The findings supporting both the mediation and moderation effects of marketing capability and marketing resources on the EO-performance relationship (moderated mediation model) suggests that greater insight into how EO influences small service firm performance can be achieved through considering in combination with other firm-level constructs (marketing capability and marketing resources in this study). Originality/value It addresses the call by prior studies to link the EO construct to theory by embedding marketing resources and marketing capabilities in the EO-performance relationship. Importantly, by accounting for both mediation and moderation effects the authors provide a more complete picture of the EO-performance relationship that highlights the mediating role of marketing capability and the moderating role of marketing resources. This approach helps to reconcile the critical but separate directions proposed by prior studies in advancing the EO-performance relationship.
4
Hall, C. Michael. « The Closer Economic Relationship Between Australia and New Zealand : ». Journal of Travel & ; Tourism Marketing 3, no 1 (4 avril 1994) : 123–32. http://dx.doi.org/10.1300/j073v03n01_09.
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Levin, Elizabeth, Thu Nguyen Quach et Park Thaichon. « Enhancing client-agency relationship quality in the advertising industry – an application of project management ». Journal of Business & ; Industrial Marketing 34, no 2 (4 mars 2019) : 463–73. http://dx.doi.org/10.1108/jbim-08-2017-0186.
Texte intégralRésumé :
Purpose This paper aims to determine the dimensions of service quality of advertising agencies and their effects on relationship quality between an advertising agency and their clients through the social and economic exchange. Design/methodology/approach The intention was to target firms which use the services of an advertising or marketing solutions agency; hence, participants were recruited from a business database service providing details for key decision makers in Australia and New Zealand. An online survey was used in this study. Findings Creative competence, project management processes and project outcome influenced relationship quality through value and interpersonal relationships. However, only creativity had a significant direct relationship with relationship quality. Practical implications Although creativity plays a major role in relationship development, agencies must have efficient and effective project management processes in place to ensure successful project completion within timeline and budget to be able to maintain ongoing relationships with their clients. Originality/value The research draws upon literature from three key disciplines, service quality, relationship marketing and project management, to address the gaps in the current literature related to customer relationship management in the B2B client–agency context.
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Hussain, Syed Ibrar, et Ranga Chimhundu. « Effects of Social Media Marketing on Consumer Purchase Intention in the Retail Sector of Australia ». Journal of Business and Management Studies 5, no 1 (23 janvier 2023) : 69–88. http://dx.doi.org/10.32996/jbms.2023.5.1.8.
Texte intégralRésumé :
This research aims to determine how social media marketing affects consumer purchase intent in Australia's retail industry. The study's main goal is to see if social media marketing impacts customer purchase intent and brand equity as a moderator between dependent and independent variables. The data comes from Austria's retail sector and is based on five cities: Sydney, Perth, Melbourne, Brisbane, and Adelaide. By utilizing social media channels in the implementation of the survey strategy, a survey questionnaire with a size of 385 valid responses is made available to a targeted audience of the retail industry in Australia. The mixed methodologies research with a cross-sectional time horizon and a deductive research strategy for this study is used. The study's findings show that social media positively correlates with consumer purchase intention, and brand equity moderates the relationship between the dependent and independent variables, as evidenced by correlation, regression, and exploratory factor analysis.
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Bailey, Matthew. « Written testimony, oral history and retail environments ». Journal of Historical Research in Marketing 7, no 3 (17 août 2015) : 356–72. http://dx.doi.org/10.1108/jhrm-10-2014-0032.
Texte intégralRésumé :
Purpose – This paper aims to join a growing movement in marketing history to include the voices of consumers in historical research on retail environments. It aims to show that consumer perspectives offer new insights to the emergence and reception of large-scale, pre-planned shopping centers in Australia during the 1960s, and allow one to write a history of this retail form from below, in contrast to the top-down approach that is characteristic of the broader literature on shopping mall development. Design/methodology/approach – Written testimonies by consumers were gathered using a qualitative online questionnaire. The methodology is related to oral history, in that it seeks to capture the subjective experiences of participants, has the capacity to create new archives, to fill or explain gaps in existing repositories and provide a voice to those frequently lost to the historical record. Findings – The written testimonies gathered for this project provide an important contribution to the understanding of shopping centers in Australia and, particularly Sydney, during the 1960s, the ways that they were envisaged and used and insights into their reception and success. Research limitations/implications – As with oral history, written testimony has limitations as a methodology due to its reliance on memory, requiring both sophisticated and cautious readings of the data. Originality/value – The methodology used in this paper is unique in this context and provides new understandings of Australian retail property development. For current marketers, the historically constituted relationship between people and place offers potential for community targeted promotional campaigns.
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Liyanaarachchi, Gajendra, Sameer Deshpande et Scott Weaven. « Online banking and privacy : redesigning sales strategy through social exchange ». International Journal of Bank Marketing 39, no 6 (24 juin 2021) : 955–83. http://dx.doi.org/10.1108/ijbm-05-2020-0278.
Texte intégralRésumé :
PurposeThis paper advocates for banks to understand customers' online privacy concerns, use those insights to segment consumers and design tailored sales strategies to build a mutual relationship through a social exchange that produces a competitive advantage.Design/methodology/approachA qualitative study involving 30 in-depth interviews with Australian and Asian millennials residing in Australia was conducted using a grounded theory approach to explore privacy concerns of online banking and determine the efficacy of their banks' existing sales strategy and practice.FindingsThe study revealed differences in customer perceptions of trust, confidence, responsibility and exchange. Adopting a power-dependency paradigm within a social exchange theoretical framework and power distance belief of national culture theory, the authors identified four consumer segments: exemplar, empiric, elevator and exponent. The authors propose a tailored consumer-centered sales strategy of communication, control, consolidation and collaboration.Originality/valueThe paper contributes to the research in services marketing, sales strategy and banking in three ways: first, the authors demonstrate the importance of the social exchange theory and national culture as a premise to develop a competitive advantage; second, the authors propose an innovative set of consumer segments in regards to online privacy concerns; and, third, the authors introduce four sales strategies tailored to each of the four segments.
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Mavondo, Felix T., et Elaine M. Rodrigo. « The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China ». Journal of Business Research 52, no 2 (mai 2001) : 111–21. http://dx.doi.org/10.1016/s0148-2963(99)00064-8.
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Liesch, Peter W., et Elizabeth J. Wilson. « Business-to-business relationship architecture and networks among Australia, New Zealand, and Asian firms : introduction to the special issue ». Journal of Business Research 58, no 2 (février 2005) : 168–72. http://dx.doi.org/10.1016/s0148-2963(02)00491-5.
Texte intégralThèses sur le sujet "Relationship marketing Australia"
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Farrelly, Francis John. « A predictive model of sport sponsorship renewal in Australia ». Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.
Texte intégralRésumé :
Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.
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Davis, Peter Rex, et p. davis@curtin edu au. « The Application of Relationship Marketing to Construction ». RMIT University. School of Economics, Finance and Marketing, 2006. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20061010.122434.
Texte intégralRésumé :
Relationship Marketing is relatively unknown in construction, but is widely researched in non project disciplines and applied similarly. Relationship marketing as a sub-component of marketing provides valuable and reliable tools that a manager can use to enhance a service that is being provided to a range of clients. It provides a better solution to client interaction than traditional marketing due to its focus on mutual attainment of common goals. The purpose of relationship marketing is to attract new clients and ensure that existing clients are looked after in a collaborative engagement where objectives are identified and mutual goals set. Overall collective aims of venture participants are identified and achieved. The aim of the research is to identify key relationship factors that should be considered when selecting a construction service. This is achieved through a number of steps that include: examining the principles of marketing and its association with RM; examining alliance principles and construction RM principles, supply chain and service selection issues and relationship development constructs; interviewing a number of construction actors to theorise issues that are important to construction, its connections and relationships. Other activities include interviewing a substantial body of construction actors that have experience of Alliance projects and are able to comment on the relationship development process and observe activities undertaken at a number of alliance development and alliance lessons learned (outcome) workshops. The research identifies methods that enable relationships to be developed and a model that gives buyers the ability to pre-qualify and select contractors that are committed to providing value is provided. The main findings from the research show that RM has many attributes that should be applied to construction; indeed several aspects of RM are currently being applied in alliance projects. The particular form that RM takes in alliance projects is in the relationship development of the stakeholders. These stakeholders eventually become the virtual team who manage the project. In particular the development of trust, commitment and mutual goals in alliance projects form a close parallel with similar constructs in RM. Four themes were discovered to make a difference in relationship development in construction. They were the process of the relationship development workshop; the underlying attributes associated with the development process, in particular trust, trust building, commitment and communication; the outcome for the team; and organisational issues associated with individuals in the relationship development workshops. The particular contribution that the research identifies is in the various models of relationship development that have been constructed throughout the research period. The first, an interim model, identifies a marketing continuum that forms a framework and provides an insight into the ways in which RM may reduce stress and reasons for conflict in a construction project team. At the same time the model shows how increased trust, commitment and satisfaction for the stakeholders, together with value adding potential in the supply chain, may be attained with the use and application of RM principles. The second interim model builds on the first model and applies an organisational focus to the original project based model described earlier. Ongoing relationships based on project success are identified. A third and final interim model identifies the association between process (project) and product success with transactional and relationship marketing. The model identifies how a RM approach provides a long term project success that may be translated to marketing success in a particular industry sector through ongoing relationships. Finally, building on the aforementioned interim models a construction relationship development model is proposed. It is suggested that these models develop and contribute to emerging theory on RM in a project environment and its application to construction. The models also contribute to relationship development theory applied to project driven and temporary organisations. These temporary organisations are particular to the construction industry and they stand to benefit greatly from this research.
3
Parker, Lukas Jay, et lukasparker@gmail com. « Trust and the Australian retail banking industry : the impact of deinstitutionalisation of Australian retail banking services on consumer trust ». Swinburne University of Technology, 2005. http://adt.lib.swin.edu.au./public/adt-VSWT20051117.105403.
Texte intégralRésumé :
Consumer trust research has principally developed from established psychological-based research. This conception of consumer trust largely draws from research pertaining to interpersonal trust. This study combined existing
theories from both sociological and psychological research in developing a consumer trust model specifically for banks.
Partly because of their historical position in society and also because of their
government-protected position, banks, bank branches and bank managers have traditionally held a respected, and trusted position in Australian communities. Because of this reputation and position in communities, banks were seen to display institutional attributes. These attributes were defined in this study as local community focus, local availability and visibility, relationship power symmetry and social obligation fulfilment.
This study explored the notion of institution-based trust in an Australian retail banking context. Institution-based trust was a measure of the levels of consumer trust in various defined institutional attributes. It was contended that through the diminishment and divestment of its institutional attributes banks were impairing their institutional cachet. The process was termed 'deinstitutionalisation' and was postulated to have a negative impact on consumer trust.
The hypothetico-deductive methodological framework was employed throughout the study, with a mail-based consumer survey used as the main means of primary data collection. 468 useable questionnaires from adult bank customers were yielded and the data analysed. These data were analysed and used to test twenty-three
research hypotheses of which nineteen were supported.
From the results, it was concluded that perceived local community focus, perceived social obligation fulfilment and perceived relationship power symmetry were antecedents to consumer trust in banks. Also, reasonable availability of conventional bank branch services was found to be an important component of perceived community focus of their banks, thus having an indirect relationship to
institution-based consumer trust in banks. Community Banks were found to be exhibiting and promoting many of these institutional attributes.
Consumers were found to be less likely to need bank branches for transactional or functional purposes, but branches were seen to be symbolically important. Also, consumers were found to be more likely to identify with intangible elements of their bank, principally bank brand, than with tangible attributes such as the bank branch. Importantly, consumers were found to be trusting of their banks, however
they were more likely to believe that banks were less trustworthy now than they were in the past.
4
Wismiarsi, Tri 1966. « Relationship between the degree of internationalisation, firm characteristics, international market orientation and learning orientation ». Monash University, Dept. of Marketing, 2004. http://arrow.monash.edu.au/hdl/1959.1/5337.
Texte intégral
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Zhang, Jie (Olivia). « The exploration of consumer power in online brand communities : a comparison case study in Australia and China ». Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/26373/1/Jie_Zhang_Thesis.pdf.
Texte intégralRésumé :
Aided by the development of information technology, the balance of power in the market place is rapidly shifting from marketers towards consumers and nowhere is this more obvious than in the online environment (Denegri-Knott, Zwick, & Schroeder, 2006; Moynagh & Worsley, 2002; Newcomer, 2000; Samli, 2001). From the inception and continuous development of the Internet, consumers are becoming more empowered. They can choose what they want to click on the Internet, they can shop and transact payments, watch and download video, chat with others, be it friends or even total strangers. Especially in online communities, like-minded consumers share and exchange information, ideas and opinions. One form of online community is the online brand community, which gathers specific brand lovers. As with any social unit, people form different roles in the community and exert different effects on each other. Their interaction online can greatly influence the brand and marketers. A comprehensive understanding of the operation of this special group form is essential to advancing marketing thought and practice (Kozinets, 1999). While online communities have strongly shifted the balance of power from marketers to consumers, the current marketing literature is sparse on power theory (Merlo, Whitwell, & Lukas, 2004). Some studies have been conducted from an economic point of view (Smith, 1987), however their application to marketing has been limited. Denegri-Knott (2006) explored power based on the struggle between consumers and marketers online and identified consumer power formats such as control over the relationship, information, aggregation and participation. Her study has built a foundation for future power studies in the online environment. This research project bridges the limited marketing literature on power theory with the growing recognition of online communities among marketing academics and practitioners. Specifically, this study extends and redefines consumer power by exploring the concept of power in online brand communities, in order to better understand power structure and distribution in this context. This research investigates the applicability of the factors of consumer power identified by Denegri-Knott (2006) to the online brand community. In addition, by acknowledging the model proposed by McAlexander, Schouten, & Koenig (2002), which emphasized that community study should focus on the role of consumers and identifying multiple relationships among the community, this research further explores how member role changes will affect power relationships as well as consumer likings of the brand. As a further extension to the literature, this study also considers cultural differences and their effect on community member roles and power structure. Based on the study of Hofstede (1980), Australia and China were chosen as two distinct samples to represent differences in two cultural dimensions, namely individualism verses collectivism and high power distance verses low power distance. This contribution to the research also helps answer the research gap identified by Muñiz Jr & O'Guinn (2001), who pointed out the lack of cross cultural studies within the online brand community context. This research adopts a case study methodology to investigate the issues identified above. Case study is an appropriate research strategy to answer “how” and “why” questions of a contemporary phenomenon in real-life context (Yin, 2003). The online brand communities of “Haloforum.net” in Australia and “NGA.cn” in China were selected as two cases. In-depth interviews were used as the primary data collection method. As a result of the geographical dispersion and the preference of a certain number of participants, online synchronic interviews via MSN messenger were utilized along with the face-to-face interviews. As a supplementary approach, online observation was carried over two months, covering a two week period prior to the interviews and a six week period following the interviews. Triangulation techniques were used to strengthen the credibility and validity of the research findings (Yin, 2003). The findings of this research study suggest a new definition of power in an online brand community. This research also redefines the consumer power types and broadens the brand community model developed by McAlexander et al. (2002) in an online context by extending the various relationships between brand and members. This presents a more complete picture of how the perceived power relationships are structured in the online brand community. A new member role is discovered in the Australian online brand community in addition to the four member roles identified by Kozinets (1999), in contrast however, all four roles do not exist in the Chinese online brand community. The research proposes a model which links the defined power types and identified member roles. Furthermore, given the results of the cross-cultural comparison between Australia and China showed certain discrepancies, the research suggests that power studies in the online brand community should be country-specific. This research contributes to the body of knowledge on online consumer power, by applying it to the context of an online brand community, as well as considering factors such as cross cultural difference. Importantly, it provides insights for marketing practitioners on how to best leverage consumer power to serve brand objective in online brand communities. This, in turn, should lead to more cost effective and successful communication strategies. Finally, the study proposes future research directions. The research should be extended to communities of different sizes, to different extents of marketer control over the community, to the connection between online and offline activities within the brand community, and (given the cross-cultural findings) to different countries. In addition, a greater amount of research in this area is recommended to determine the generalizability of this study.
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Zhang, Jie (Olivia). « The exploration of consumer power in online brand communities : a comparison case study in Australia and China ». Queensland University of Technology, 2008. http://eprints.qut.edu.au/26373/.
Texte intégralRésumé :
Aided by the development of information technology, the balance of power in the market place is rapidly shifting from marketers towards consumers and nowhere is this more obvious than in the online environment (Denegri-Knott, Zwick, & Schroeder, 2006; Moynagh & Worsley, 2002; Newcomer, 2000; Samli, 2001). From the inception and continuous development of the Internet, consumers are becoming more empowered. They can choose what they want to click on the Internet, they can shop and transact payments, watch and download video, chat with others, be it friends or even total strangers. Especially in online communities, like-minded consumers share and exchange information, ideas and opinions. One form of online community is the online brand community, which gathers specific brand lovers. As with any social unit, people form different roles in the community and exert different effects on each other. Their interaction online can greatly influence the brand and marketers. A comprehensive understanding of the operation of this special group form is essential to advancing marketing thought and practice (Kozinets, 1999). While online communities have strongly shifted the balance of power from marketers to consumers, the current marketing literature is sparse on power theory (Merlo, Whitwell, & Lukas, 2004). Some studies have been conducted from an economic point of view (Smith, 1987), however their application to marketing has been limited. Denegri-Knott (2006) explored power based on the struggle between consumers and marketers online and identified consumer power formats such as control over the relationship, information, aggregation and participation. Her study has built a foundation for future power studies in the online environment. This research project bridges the limited marketing literature on power theory with the growing recognition of online communities among marketing academics and practitioners. Specifically, this study extends and redefines consumer power by exploring the concept of power in online brand communities, in order to better understand power structure and distribution in this context. This research investigates the applicability of the factors of consumer power identified by Denegri-Knott (2006) to the online brand community. In addition, by acknowledging the model proposed by McAlexander, Schouten, & Koenig (2002), which emphasized that community study should focus on the role of consumers and identifying multiple relationships among the community, this research further explores how member role changes will affect power relationships as well as consumer likings of the brand. As a further extension to the literature, this study also considers cultural differences and their effect on community member roles and power structure. Based on the study of Hofstede (1980), Australia and China were chosen as two distinct samples to represent differences in two cultural dimensions, namely individualism verses collectivism and high power distance verses low power distance. This contribution to the research also helps answer the research gap identified by Muñiz Jr & O'Guinn (2001), who pointed out the lack of cross cultural studies within the online brand community context. This research adopts a case study methodology to investigate the issues identified above. Case study is an appropriate research strategy to answer “how” and “why” questions of a contemporary phenomenon in real-life context (Yin, 2003). The online brand communities of “Haloforum.net” in Australia and “NGA.cn” in China were selected as two cases. In-depth interviews were used as the primary data collection method. As a result of the geographical dispersion and the preference of a certain number of participants, online synchronic interviews via MSN messenger were utilized along with the face-to-face interviews. As a supplementary approach, online observation was carried over two months, covering a two week period prior to the interviews and a six week period following the interviews. Triangulation techniques were used to strengthen the credibility and validity of the research findings (Yin, 2003). The findings of this research study suggest a new definition of power in an online brand community. This research also redefines the consumer power types and broadens the brand community model developed by McAlexander et al. (2002) in an online context by extending the various relationships between brand and members. This presents a more complete picture of how the perceived power relationships are structured in the online brand community. A new member role is discovered in the Australian online brand community in addition to the four member roles identified by Kozinets (1999), in contrast however, all four roles do not exist in the Chinese online brand community. The research proposes a model which links the defined power types and identified member roles. Furthermore, given the results of the cross-cultural comparison between Australia and China showed certain discrepancies, the research suggests that power studies in the online brand community should be country-specific. This research contributes to the body of knowledge on online consumer power, by applying it to the context of an online brand community, as well as considering factors such as cross cultural difference. Importantly, it provides insights for marketing practitioners on how to best leverage consumer power to serve brand objective in online brand communities. This, in turn, should lead to more cost effective and successful communication strategies. Finally, the study proposes future research directions. The research should be extended to communities of different sizes, to different extents of marketer control over the community, to the connection between online and offline activities within the brand community, and (given the cross-cultural findings) to different countries. In addition, a greater amount of research in this area is recommended to determine the generalizability of this study.
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Pan, Grace Wen, et n/a. « Business Partnership Relationships in the Chinese Inbound Tourism Market to Australia ». Griffith University. School of Tourism and Hotel Management, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040719.110427.
Texte intégralRésumé :
The Chinese inbound tourism market to Australia has been acknowledged as an emerging market and a major export earner. However, Australian inbound tour operators experience difficulties in establishing and developing viable partner relationships with Chinese travel agents. Recognising the size, importance and complexity of this market, the major purpose of this research is to explore and investigate the crucial process of developing Sino-Australian partnership relationships in the tourism industry, and to educate Australian tourism operatives about this process to facilitate the establishment of business relationships with Chinese travel agents. Hence, the principal research question posed in this thesis is: How might Australian tourism product suppliers and marketers establish and maintain partnership relationships with Chinese travel agents to help Australia become a preferred tourist destination for Chinese tourists? This study is exploratory in nature and draws on applied marketing, management and cross-cultural theories on networking to explore the process of developing partnership relationships in the Chinese inbound tourism market to Australia. The literature on networking, and the development of networking relationships, has been theorised drawing principally on the marketing and management literature. The impact of cross-cultural differences and the effect of guanxi (connection), a key feature of Chinese business networking, on partnership relations between Chinese travel agents and Australian inbound tour operators, is also reviewed and discussed. One of the main contributions of this research is its multidisciplinary nature, drawing on relationship marketing and network theories and applying them to tourism research. Little research has been undertaken into tourism-based partnership relations in the cross-national context. Given the limited research conducted on this topic and its cross-cultural nature, a qualitative research method was adopted for this study. Specifically, this study utilised in-depth interviewing techniques to explore the relationships between Australian inbound tour operators and Chinese travel agents. This study identifies that the process of developing partnership relationships between Chinese travel agents and Australian inbound tour operators is, as expected, highly culturally embedded but in unexpected ways. Although all the Australian inbound tour operators in the study are of Chinese descent, they have adapted to Australian culture and business ethics, giving rise to communication problems that affect partnership relationships. A new stage model of the development of partnership relationships between Australian inbound tour operators and Chinese travel agents is therefore developed by incorporating cross-cultural factors into Western theories on networking and relationship marketing. In particular, the thesis identifies important factors in each stage of the process of developing business relationships. For example, resilient trust and mutual commitment, the pricing issue, word-of-mouth, and quality of services are all considered crucial in attaining long-term stable partnership relationships. Disproving popular myths about guanxi in some of the previous literature, the findings from this research demonstrate that, in China's economic transition period, guanxi plays a significant, but not decisive role in the process of developing partnership relationships between Chinese travel agents and Australian inbound tour operators. However, guanxi relationships can provide added value to the partnership relationships of Australian operators.
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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.
Texte intégralRésumé :
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/.
Texte intégralRésumé :
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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Stavros, Constantino, et n/a. « Relationship Marketing in Australian Professional Sport : An Organisational Perspective ». Griffith University. Griffith Business School, 2005. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20090522.165115.
Texte intégralRésumé :
Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relationship marketing is not as straightforward as its definition. It requires at the very least a long-term outlook, an embracing of technology and a commitment to a customer focus. If relationship marketing is such a critical element in modern marketing, it follows that its application across industry sectors be examined. Sport is one such industry and has coincidentally emerged as a major business sector in the same time-frame as relationship marketing's maturity. As the markets for sport have grown, so too has the sophistication of the sport marketer. From amateur, myopic beginnings, sport continues to claim a strong grip on the cultural identity of countries such as Australia. Buoyed by strong media interest, attendance at sporting events continues to grow, albeit across a much larger choice-set. The road ahead is not necessarily bountiful however. Information presented in Chapter 1 of this thesis suggests that the frequency of individual attendance at major sports in Australia is declining, despite some positive overall attendance figures. In essence, it appears that loyal customers are being replaced by newer, less committed ones. While this might not be instantly damaging, it does require sport marketers to ensure that strong levels of identification with their products are developed. All of this is supported by the existing literature that has recognised that sport can likely benefit greatly from the implementation and application of relationship marketing, but is in urgent need of further study. These scenarios suggest a need to understand where relationship marketing in sport currently rests and this thesis answers the call and asks the following research questions: RQ1) To what extent do professional sporting organisations in Australia undertake relationship marketing; RQ2) what strategies do they employ and RQ3) what are the issues faced in implementing a relationship marketing approach? This thesis takes an organisational perspective, across multiple-cases in major professional sport and considers the sport-consumer relationship exclusively. It is the first study of its kind in this area and adds significantly to the body of knowledge, both within sport marketing and the broader concept of relationship marketing. It indicates that while relationship marketing is acknowledged and indeed welcomed as a concept by practitioners, their efforts at implementation have been primitive, largely unplanned and generally sporadic. More than often they reflect a reactive rather than proactive strategic approach. A range of barriers are presented and discussed as are some examples of organisations that have incorporated some parts of a relationship marketing philosophy into their structure. A conceptual model in the final chapter of this thesis synthesises the issues extracted from the various cases and existing literature. It depicts a challenging road ahead for professional sport organisations.
Chapitres de livres sur le sujet "Relationship marketing Australia"
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Uddin, Mohammad Nasir, Mohammed Quaddus et Nazrul Islam. « Inter-organizational Supply Chain Performance : How the Relationship Factors Influence the Australian Beef Industry ? » Dans The Customer is NOT Always Right ? Marketing Orientationsin a Dynamic Business World, 458–64. Cham : Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_124.
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O’Cass, A., et Thomas Muller. « A Study of Australian Materialistic Values, Product Involvement and the Self-Image/ Product-Image Congruency Relationships for Fashion Clothing ». Dans Global Perspectives in Marketing for the 21st Century, 400–402. Cham : Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_124.
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Sharma, Rajeev. « Marketing of Tobacco Products in Australia ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 187–94. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4357-4.ch015.
Texte intégralRésumé :
Liberal western, democratic traditions provide ‘freedom of choice’ to consumers. This doctrine is also extended to commercial organisations in developing their marketing and promotional strategies. Some products, tobacco in particular, have continued to attract a high level of social and legislative scrutiny in the industrialised countries. There is an argument that tobacco products are excessively harmful to the society–particularly the vulnerable and disadvantaged. As a result governments have a bigger responsibility and a significant role to play in regulating such goods and services. The Australian Federal Government has recently introduced a bill into Parliament. It aims to lay down very stringent guidelines and restrict the promotional options for tobacco product marketing in Australia. This real and evolving case study looks into the challenges faced by the marketers.
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Adapa, Sujana, et Fredy-Roberto Valenzuela. « Case Study on Customer’s Ambidextrous Nature of Trust in Internet Banking ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 206–29. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4357-4.ch018.
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This case study provides information related to the Australian retail-banking sector and specifically about the electronic banking service delivery channels. As a Western nation, Australia is classified as a developed country with well-developed infrastructure, gross domestic product, per capita income, and economic status. A cross-sectional mall intercept survey was conducted in order to explore the trust related perceptions of the Australian consumers’ towards the internet banking service delivery channel. Trust is an important variable because of its high relevance to the success and/or failure of many businesses, products, and service offerings. Although there exists several benefits attached to the internet banking transactions, the survey carried out, indicates that there are a significant number of customers in Australia, who do not perform internet banking transactions due to lack of trust in the bank (or bank personnel or internet service delivery channel etc.). Consequently, results also indicate that a majority of the customers preferred to use internet banking transactions due to the trust that they have in carrying out these electronic banking methods. Therefore, this study provides information related to the ambidextrous nature of the trust component and how the aforesaid affects the consumer’s perception levels towards the adoption/non-adoption of internet banking in the Australian context. Moreover, this study provides results obtained through a cross-sectional mall intercept survey carried out in the Australian context and verbatim quotes obtained from the respondents in the form of open-ended comments. Furthermore, the implications related to bank managers, government, and policy-makers are presented.
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O’Connell, Nadia, et Ho Yin Wong. « Optimal Motivation and Governance of Education Agents ». Dans Handbook of Research on Transnational Higher Education, 118–37. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4458-8.ch007.
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This chapter addresses the issue of marketing higher education institutions through education agents, focusing on ways to gain a competitive advantage over other institutions in the context of increasing global competition while maintaining close management and governance of this distribution channel. Qualitative in-depth interviews were conducted with 31 Australian university international marketing managers and staff, and 16 education agents based in Australia and overseas. The findings show seven main themes, namely, service and support, joint promotion, incentives, training, gifts, social activities, and relationship enhancement. The contributions of this chapter are the provision of experiences, ideas, attitudes, and perspectives of how Australian universities work in partnership with education agents throughout the world to recruit international students in an increasingly competitive marketplace, whilst ensuring obligations are met under Australian international education legislation. This chapter provides marketing specialists, educational administrators, and policy makers with practical real life examples of motivational and management techniques.
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Muñoz-Chávez, J. Patricia, Rigoberto García-Contreras et David Valle-Cruz. « Panic Station ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 51–73. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-4168-8.ch003.
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The COVID-19 pandemic led to changes in consumer behavior, where social commerce played a relevant role. Through the theory of protection motivation as a theoretical basis, this chapter´s purpose is the analysis of consumer sentiment in the evolution of panic buying for which the authors identified the trend themes and some important influencers during the contingency. The results show that the leaders with the highest positive sentiment levels were the President of Taiwan and the Prime Minister of Australia. WHO was the influential account with the most negative sentiment during the pandemic. Relative to trending topics, the dataset with the highest positive sentiment is related to cleaning and disinfection products. The face mask data set had the highest negative sentiment and is the trending topic with the highest polarity. The trending topic on health foods, vitamins, and food supplements had the lowest polarity.
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Hume, Craig, et Margee Hume. « Key Enablers for Knowledge Management for Australian Not-for-Profit Organizations ». Dans ICT Management in Non-Profit Organizations, 17–35. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5974-2.ch002.
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Not-for-Profit (NFPs) organizations operate in an increasingly competitive marketplace for funding, staff and volunteers, and donations. Further, NFPs, both in Australia and internationally, are growing rapidly in number in response to increasing needs for humanitarian services and environmental sustainability that local and national governments and established international aid organizations cannot or struggle to provide effectively. Many NFPs are being driven to adopt more commercial practices in order to improve their donor appeal, government grant applications, staff/volunteer retention, and service delivery. Knowledge Management (KM) is one such “corporate” practice being explored to address the increasingly competitive environment. Although the concept of knowledge management may be basically understood in NFPs, researchers and NFP managers are yet to explore and fully understand the complex inter-relationships of organizational culture, ICT, internal marketing, employee engagement, and performance management as collective enablers on the capture, coordination, diffusion, and renewal of knowledge in a NFP environment. This chapter presents research into the relationship of KM with those enabling elements and presents an implementation model to assist NFPs to better understand how to plan and sustain KM activity from integrated organisational and knowledge worker perspectives. The model emphasises an enduring integrated approach to KM to drive and sustain the knowledge capture and renewal continuum. The model provides an important contribution on “how to” do KM.
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Liu-Lastres, Bingjie, et Amy M. Johnson. « Managing the reputation of cruise lines in times of crisis A review of current practices ». Dans Reputation and Image Recovery for the Tourism Industry. Goodfellow Publishers, 2019. http://dx.doi.org/10.23912/9781911396673-4102.
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Serving as both a luxury hotel and a traveling city, the cruise line industry acts as one of the fastest growing sectors within the tourism and hospitality industry. With a 62% growth in demand from 2005 to 2015, the cruise line industry expects to welcome 28 million global passengers on board (Cruise Line International Association [CLIA], 2018). According to CLIA (2018), the top five source markets of the global cruise industry are the United States (11.5 million passengers in 2016), China (2.1 million passengers in 2016), Germany (2 million passengers in 2016), United Kingdom (1.9 million passengers in 2016), and Australia (1.3 million passengers in 2016). Although the United States ranks as one of the most important markets for the cruise industry, the number of domestic cruise line companies remains relatively small, which is due to the necessity of obtaining substantial capital investment, and the intense competition (Ryschka et al., 2016). Within such a competitive market, reputation has become one of the key assets that cruise line companies cannot simply overlook (Weaver, 2005). Reputation refers to “the prestige or status of a product of service, as perceived by the purchaser, based on the image of the supplier” (Petrick, 2002:125). Reputation helps distinguish a particular brand from others as well as affecting peoples’ attitude, perceptions, and purchasing intentions (Petrick 2002, 2011; Weaver, 2005). The strong relationship between reputation and consumer decisions and behaviors has been well reported by numerous empirical studies, including both the general marketing literature (e.g. Olshavsky & Granbois, 1979) and the cruise tourism literature (e.g. Perick, 2002, 2011).
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Singh, Varinder, Sanjay Taneja, Varinderjeet Singh, Azad Singh et Harmesh Lal Paul. « Online Advertising Strategies in Indian and Australian E-Commerce Companies ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 124–38. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7231-3.ch009.
Texte intégralRésumé :
Online advertising and marketing promote the different types of products through various kinds of advertising modes to customers. Online advertising is promotional messages that show up on the monitors of online laptops, desktops, tablets, televisions, and smart phones. The main objective of the study is to analyze the online advertising and impact comparison of online advertising strategy which is adopted by Indian and Australian e-commerce companies. To achieve the objectives of this study, the authors take the sample of 5 Indian and 5 Australian e-commerce companies. This study also found that the Indian and Australian e-commerce companies are inter-connected. Online advertising in India has been flowering and also increasing because of 4G connections, which are good for the future of online marketing. This chapter explains comparisons of Indian and Australian e-commerce companies and also focuses on the top 10 platforms to increase sales and customer attraction through advertising. The future of online advertising is brilliant and unlimited.
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Lin, Chad, et Geoffrey Jalleh. « Investigating Factors Affecting Adoption of eCRM in the Australian Service Industry ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 16–43. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6547-7.ch002.
Texte intégralRésumé :
In order to grow and survive in a highly competitive market like the service industry, Electronic Customer Relationship Management (eCRM) has become a popular tool for Australian service organizations to attract, manage, and enhance customer relationships. However, due to increased competition and decreased product/services marketing cycle time, managing and building customer relationships have become a challenge for most service organizations. Ineffective eCRM adoption process can result in financial losses for the organizations. Hence, case studies are conducted to identify and examine potential IT costs and risk factors involved in the adoption of eCRM projects. The findings in the chapter provide senior executives with a more realistic insight into dealing with issues and challenges arising from the adoption of eCRM.