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Lönnberg, Annie, Elma Macanovic e Izabelle Pettersson. "Negative Effects on Trust in B2B Relationships". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53416.
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Background: The concept of relationship marketing is a continuously growing research area in the field of academic research. A topic being widely discussed is which factors builds trust and the importance of having trust in business-to-business (B2B) relationships. However, there is a lack of research in the field of which factors have a negative effect on the level of trust in business relationships. Purpose: The purpose of this study is to explain which factors are crucial to maintain trust in a B2B relationship. Focus: The focus in this study is on trust in B2B relationships. Particularly how it is negatively affected by lacking the building blocks needed in order to have trust in such a relationship. Method: This study made use of a deductive, quantitative approach. By using a survey, the data was gathered through an online questionnaire sent out via e-mail to 700 Swedish B2B companies. Results: In total, answers from 141 were reliable. In SPSS analyses for regression, reliability, and validity were conducted. Out of the five stated hypotheses, three were accepted and two rejected. Conflict handling was shown to have the largest influence on the level of trust together with communication and competence. Commitment and contracts were rejected in the hypotheses testing. Conclusion: A new model is presented where the accepted hypotheses act as influencers on trust. The conclusion of this study is that if there is a lack of conflict handling, communication, and competence it will have a negative effect on trust in a B2B relationship. Due to limitations of the study, other research opportunities derive. It is suggested that future research should explore the differentiation between different industries and/or different kind of actors within the B2B-relation or countries.
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deVries, Rosalyn, e rosalyndevries@yahoo com. "Determinants of business-to-business relationship quality in a financial services context". RMIT University. Graduate School of Business, 2009. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20091020.092918.
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Building and maintaining business relationships is becoming increasingly important as organisations seek to improve their competitive advantage by entering long-term relationships with strategic business partners. It is suggested that the quality of the relationship determines the likelihood of maintaining an ongoing relationship between buyers and sellers. Research in the area of business-to-business relationship quality is still in its infancy with limited agreement of the dimensions of relationship quality or even the definition of relationship quality in a business-to-business context. The aim of this Interpretivist study, set in the financial services industry in Australia, was to develop an understanding of what participants in a dyadic business relationship perceive to be the attributes of a high quality relationship. Methodologically the research took a case study approach to the collection of primary data through the use of open-ended depth interviews. Epistemologically the research derived categories and concepts from the social actors engaged in the mutually constructed social reality of the business relationship dyad. This formed the basis for understanding the quality concept by describing relationship-based activities and meanings. The findings indicate that some dimensions of relationship quality are identified dyadically whereas other dimensions are buyer or seller specific. Some dimensions of relationship quality suggested by the literature emerged from the data generated for this study, while others were previously unidentified, including good product, reciprocity, face-to-face contact, problem resolution, efficiency of service, staff consistency, business support and hierarchy of contacts. The findings suggest four implications for professional practice: the need for face-to-face contact; the importance of establishing a hierarchy of contacts across the business relationship; the suggestion that relationship quality is a continuum rather than a destination; and the suggestion that problem resolution may be a catalyst for relationship strength.
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Nordlöf, Jessica, Matilda Svensson e Emily Frost. "Relationship Marketing in the Travel Industry : A Two Sided Perspective". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-11560.
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The purpose of this thesis is to analyze how Stockholm based travel agencies understand and use relationship marketing and how it is perceived by customers.
Relationship marketing is defined by Grönroos as a building of relationships with customers to achieve mutual benefits. Four main objectives of relationship marketing were used to contextualise the term: service quality, personalisation, differentiation, and communica-tion.In order to answer the purpose, the authors have chosen to interview three travel agen-cies that focus on offering tailor made travel for different target groups. Sampling was used to find these travel agencies, as the total number of travel agencies in the Stock-holm area is too large to interview. Also, customers who have travelled with two of the travel agencies were interviewed. Further, several theoretical frameworks are presented in order to provide the reader with a view of relationship marketing, and were used in the design and the questions asked both companies and customers.
From the interviews with the companies it was found that all of them have different views of what relationship marketing is, and that they have different ways of imple-menting it. The views of relationship marketing differ from building a strong brand im-age to managing actual relationships with customers.
The main efforts of relationship marketing that the companies are involved in are delivering personalized travel and high service quality to customers.It was found in the interviews with customers that their view on what makes good ser-vice is similar to that of company views. What is most important to customers is that the perceived quality matches, or exceeds, the experienced one. There are several things that companies can do to attract and retain customers including having rewards clubs, sending out a moderate amount of newsletters, and providing a personal seller for customers.
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Wachner, Trent. "Relationship strategies over the customer relationship lifecycle the differential effect of individual versus organizational relationships /". Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Spring2008/t_wachner_042108.pdf.
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Harker, Michael John. "Relationship marketing : the customer's perspective". Thesis, Nottingham Trent University, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251244.
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Tse, Sin Yan. "Two essays on interfirm relationship management". HKBU Institutional Repository, 2019. https://repository.hkbu.edu.hk/etd_oa/679.
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Marketing channel research has relied on a variety of theoretical perspectives to understand interfirm relationship management and governance processes between a buyer and a seller, such as a supplier and a distributor. However, conclusions arising from different theoretical perspectives sometimes can be controversial. For example, both the economic approach and the sociological approach that conventionally dominate extant marketing channel research encourage firms to commit to existing relationships. Seeking new partners increases transaction costs, and therefore can harm incumbent relationship loyalty, leading to potential exchange hazards. On the other hand, however, network theory and the resource-based view suggest that exploring new relationships can help firms gain new knowledge and capabilities that contribute to superior firm performance and competitiveness. Therefore, how marketing channel firms balance the seemingly contradictory strategies - committing to the incumbent relationship (i.e. relationship exploitation strategy) while also exploring new relationships (i.e. relationship exploration strategy) is the central theme of the thesis. By focusing on the distributor firms, the thesis investigates the issue by two essays. The first essay examines how a distributor's relationship exploration strategy and relationship exploitation strategy influence its opportunism. The research provides different boundary conditions for how to manage relationship exploration strategy and relationship exploitation strategy, including two types of uncertainties (environment uncertainty and performance ambiguity), and two types of network factors (network density and network centrality). One of the interesting findings in the first essay is that while relationship exploitation reduces opportunism as predicted, relationship exploration exerts no significant main effect. This finding demonstrates that relationship exploration strategy is not the opposite of relationship exploitation strategy; rather, it is a conceptually independent construct. The nature of relationship exploration and its effect on incumbent relationship is the subject of the second essay. A theoretical framework was thereby developed to examine how a distributor's relationship exploration strategy can enhance its own dynamic capabilities, which in turn can promote the dyadic relationship quality between the distributor and its incumbent supplier. In sum, relationship exploration is not necessarily destructive. If firms are able to develop their own dynamic capabilities in forms of absorptive capacity and innovative capability, exploring new relationships can be a constructive co-development strategy beneficial for sustaining long-term continuity in the channel dyads.
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Alnaini, Husam Mustafa Abdallah. "Relationship Marketing in the Jordanian Internet Sector: The Inclusion of Switching Behaviour and Relational Bonds into Relationship Marketing Model". Thesis, Griffith University, 2012. http://hdl.handle.net/10072/367581.
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Relationship marketing has been viewed as a key to the success of business companies, especially with the growing understanding that acquiring a new customer is more expensive than maintaining the current one. Although keeping customers loyal is a critical objective of relationship marketing, there is limited agreement on which antecedents could be used to achieve this aim. The essence of this research is the development of a more encompassing model of relationship marketing based on a review of the literature, and the empirical investigation of this model. Specifically, the research investigates the effect of relational bonds (financial, social and structural) on customer satisfaction. Further, it explores the influence of customer satisfaction and relationship strength on customer loyalty. The findings allow and include relationship strength and customer satisfaction on an equal footing, in terms of their influence on loyalty. This research also aims to explore the impact of customers’ attitude toward switching, perceived behavioural control (PBC), subjective norms, and loyalty on customer’s switching intention. Further, the research examines the differences in customer satisfaction, loyalty, relationship strength, attitude toward switching, perceived behavioural control, subjective norms, and switching intention between switchers and stayers using the internet sector in Jordan as the context for the research. Also, it aims to explore the relationship between customer loyalty and switching intention. The overall research problem seeks to identify the additional benefits of explaining the relationship marketing process through the inclusion of relational bonds and switching behaviour into an extended relationship marketing model.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Marques, Susana Regina Bacelar de Vasconcelos. "Creating value through relationships : a critical contribution from Social Marketing". Thesis, University of Stirling, 2008. http://hdl.handle.net/1893/498.
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Relationship marketing provides a new foundation for thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. It seems to have a lot to offer to social marketing, however, despite its potential, the social marketing field is responding slowly to relational thinking. This research demonstrates that relationship marketing helps social marketing and that its absence seriously undermines the field. Our examination is critical because it de-constructs the transactional paradigm and shows how its logic is incapable of responding to the complexities of contemporary pluralist societies. From the literature, we have identified the principles, processes and constructs of relationship marketing that are transferable to social marketing. Further, we have identified the challenges and implications of that transference, given the particular characteristics of social marketing. To empirically examine the potential of relationship marketing in social marketing, we have conducted a process evaluation and developed a specific framework that incorporates and reflects relationship marketing principles, processes and constructs. This research makes an important methodological contribution because it goes beyond current frameworks and suggests alternative evaluation components. The process evaluation was applied through an explanatory, holistic and single case-study design. The case was a parent drugs prevention programme and to examine it we have predominantly used a mix of qualitative methods and a research design which enabled triangulation. Through the application of process evaluation to the case we have de-constructed the dominant paradigm of the programme and examined its consequences. The findings indicate that the programme did not widely applied the principles, processes and constructs of relationship marketing. Despite having successfully applied relationship marketing in specific parts of the programme, these correspond to technical rather than strategic aspects of relationship marketing and worked as isolated parts rather than as a whole. More fundamentally, rather than seeing consumers as partners, the programme saw consumers as targets, not recognizing them as the main drivers of the value creation process. The programme was therefore shaped by a transactional perspective which affected its assumptions and undermined its design and implementation. The main conclusion is that, despite its theoretical potential, it is challenging and difficult to transfer relationship marketing to real live social marketing programmes. In particular, social marketing needs to be more reflexive and self-critical in order to de-construct its prevailing paradigm and start re-constructing an alternative. This demands not only a new attitude, new values and new assumptions but also a focus on resources, competences and new and more flexible organizational structures.
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Davis, Peter Rex, e 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.
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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.
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Cobos, Liza. "ASSESSING THE WEB-BASED DESTINATION MARKETING ACTIVITIES: A RELATIONSHIP MARKETING PERSPECTIVE". Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2622.
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Innovations in information technology have played an important role in the way business is conducted. Technology innovations have great impact on tourism destination marketing organizations such as convention and visitor bureaus, since they are highly dependent on information and timely distribution of it to the public. Information technology innovations such as the Internet allow CVBs to perform their marketing functions in a more efficient manner. The implementation of web-based marketing functions is impacted by organizational characteristics that either foster or hinder their implementation (Thong, 1999; Tornatzky & Fleischer, 1990; Wang & Fesenmaier, 2006; Zhu & Kraemer, 2005). Information technology innovations have been adopted by organizations in different levels of sophistication. Since the main function of a CVB is the promotion of a destination technologies that facilitate this process are important to this type of organization. Unfortunately, the marketing practice of American CVBs is still dominated by principles of mass marketing by communicating the same message to all consumers. As a result, the use of websites by American CVB has been limited to information provision functions and has lost opportunities to build relationship with customers through additional web-based marketing activities. This study proposes that CVBs should use web-based marketing activities to attract and retain relationships with customers. This study provides two main contributions to the existing literature: a) examines web-based marketing functions from a relationship marketing perspective and b) examines the impact of organizational characteristics on the sophistication level of web-based marketing functions. The use and effectiveness of web functions and its applications were examined. The results showed that the majority of the CVBs focus the use of their website to provide information. A standard multiple regression was used to investigate the impact of the organizational factors on the different web functions. The results of the regression show that size, financial resources and management team's technological expertise are the only factors that impact the level of web functions implemented by CVBs.M.S.
Other
Rosen College of Hospitality Management
Hospitality and Tourism Management
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Witzel, Rüdiger. "Relationship Marketing in der Pharmazeutischen Industrie /". Wiesbaden : Dt. Univ.-Verl, 2006. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014871224&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Worthington, Steve. "Affinity credit cards and relationship marketing". Thesis, Staffordshire University, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.402436.
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劉偉文 e Wai-man Lau. "Relationship marketing: the case of Cathay Pacific Airways". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B3126895X.
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Atkinson, Mark L. "Relationship marketing elements in radio station Websites". Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=3278.
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Bannon, Declan Peter. "The application of relationship marketing to politics". Thesis, University of the West of Scotland, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.494771.
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The purpose of this study is to explore the application of relationship marketing to politics in the Scottish political arena. Exploratory expert interviews were used as the basis of inducing the relevant marketing issues to be addressed. The thesis contributes to the body of political marketing knowledge by focusing particularly on relationship marketing, market segmentation and voters' motivations. Exploratory interviews, semi-structured interviews and focus groups were subsequently used to investigate these issues with relevant academics, politicians, political campaign managers, political activists and the electorate in Scotland.
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Angard, Seeta R. "The multidimensionality of trust in relationship marketing". Honors in the Major Thesis, University of Central Florida, 2001. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/213.
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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.Bachelors
Business Administration
Marketing
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Osman, Hanaa. "The practice of relationship marketing in hotels". Thesis, Oxford Brookes University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.364714.
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Choi, Du Sig. "Relationship marketing in the Korean electronics industry". Thesis, University of Leeds, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.399915.
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Barnes, Bradley Richard. "Relationship marketing and the medium sized enterprise". Thesis, University of Leeds, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.274826.
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OLIVEIRA, MANOELA BRANDAO DE. "RELATIONSHIP MARKETING: CROSS-SELLING ON MOBILE TELECOM". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24474@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCom rápido crescimento nos últimos anos, o mercado de telecomunicações está ficando cada vez mais saturado. Como a comunicação tradicional por meio de serviços de voz já é amplamente utilizada, as operadoras têm enfrentado dificuldades em atrair novos usuários. Neste cenário, as operadoras têm direcionado cada vez mais esforços nas ações de cross-selling para rentabilizar sua base de clientes, oferecendo e estimulando o uso de novos serviços. Nesta pesquisa, serão utilizados dados existentes no banco de dados de uma operadora de telefonia móvel do mercado brasileiro para testar um modelo que facilita a identificação dos clientes mais propensos à contratação de novos serviços. Os dados foram tratados por meio de técnicas de mineração de dados e árvore de decisão. Os resultados sugerem que, com base na modelagem proposta, ações de cross-selling podem ser otimizadas com o aumento da taxa de retorno e, conseqüentemente, redução no custo das abordagens e menos desgaste da base de clientes com contatos irrelevantes.
Due to its fast growth in recent years, the wireless market is becoming increasingly saturated. Since traditional communication through voice services is already widely used by most individuals, wireless carriers are facing difficulties in finding and attracting new users for such services. Given this scenario, enterprises are turning their attention to cross-selling campaigns to monetize their client base, offering and stimulating the use of new services. In this research, an existent data set from a Brazilian mobile telecom carrier was used to test a model that could facilitate the identification of current customers more likely to be interested in acquiring new services. The data were analyzed and modeled via data mining and decision tree. The results suggest that, if the proposed model is used, cross-selling campaigns could be optimized, achieving an increased rate of return, reduction in the cost of contacts and less wear of the client base with irrelevant offers.
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Boonnark, Kittisorn. "Customer loyalty in health care relationship marketing". Thesis, Griffith University, 2022. http://hdl.handle.net/10072/412413.
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Relationship marketing stands at the frontline of marketing study and practice, in which the concept of customer loyalty is dominant. Likewise, health care, a human-centric form of service, is at the forefront of service sectors that warrant the enduring development of individuals, society, economy, and nation. Customer loyalty within the health care industry is explored by this research through the lens of relationship marketing. Transferring the marketing concepts into the health care domain requires the process which is complicated for many reasons due to the complexity of the context, as well as being a form of service that is highly personalized to suit the individual’s medical conditions, requirements, and expectations. Consequently, health care remains a unique area for marketing studies. Although a great deal of research has examined customer loyalty and health care marketing, the patient loyalty phenomenon has not been comprehensively conceptualized.
This study explores customer loyalty in the health care context, viewing through the lenses of relationship marketing approach. The research aims to understand and conceptualize the phenomenon of patient loyalty. Since health care services are complex and highly personalized, the context is recognized as a fertile field for conducting the research. The objectives of this research are: (1) to interpret and conceptualize the authentic perceptions of customer loyalty, (2) to explore the service attributes relating to the presence of patient loyalty, and (3) to identify the implications and impacts of customer loyalty in the health care domain.
A qualitative method, inductive approach, through the in-depth interview, was adopted to collect data from patients and medical personnel, reflecting perspectives and perceptions toward customer loyalty and relationship marketing in the health care industry. Data were collected from 30 patients and 22 medical personnel in Thailand.The patient interviewees were both inpatient and outpatient, in which the duration of hospitalizations and medical conditions were diverse. The medical personnel respondents were specialists, nurses, and pharmacists. Thematic analysis was conducted to analyze the interview transcripts using qualitative data analysis software in conjunction with manual coding.
The findings indicate that the presence of customer loyalty in the health care context is subject to the pre-existence of patient’s faith and trust, which are perceived as the robust definition of patient loyalty. Exclusively, this research uncovers the perception of customer loyalty in health care as the degree of faith that a patient has in health care providers. In the context of this study, individuals’ faith is representative of attitudinal loyalty, including intention to revisit and intention to recommend. Additionally, the concept of faith demonstrates the positive impact on the effectiveness of medical treatment. This research discovers that the perception of faith is also a determinant of patient loyalty to the health care provider. The results also unveil that attitudinal loyalty is impacted by a series of service attributes evaluated by customers during the use of medical services, including experience, service mind, patient care, and favorable feelings. This exploratory research enlightens that an engagement in customer loyalty and relationship marketing benefits patients and health care providers from both medical and managerial perspectives. The results also reveal the significant implications of customer loyalty and relationship marketing, impacting theoretical and practical contributions, based on both managerial and medical perspectives. This study concludes that the concept of customer loyalty and relationship marketing orientation are highly relevant and generate numerous desirable outcomes in the health care industry which benefit both service provider and recipient.The outcome of this study produces both theoretical and practical contributions. Theoretically, this thesis enhances the knowledge of customer loyalty by integrating the concept of faith into marketing literature to explain the patient loyalty phenomenon, in which the service attributes affecting customer evaluation are rationalized. Furthermore, the exploration of customer loyalty is conducted two-dimensionally from both health care providers’ and patients’ perspectives, which ensures the robustness of this research. Therefore, this study resulted in three theoretical contributions. First, customer loyalty in health care is conceptualized by informing a clear description of the concept. In the health care industry, customer loyalty, a form of emotional attachment, is different from a generic loyalty that applies to both goods and services. Another theoretical contribution involves clarifying a series of service attributes that customers assess throughout the health care journey with the model of the patient buying decision process which represents an empirical effort to capture the considerations of customers during the entire service journey. Third, this study clarifies the impacts and implications of patient loyalty and relationship marketing orientation in the health care industry. As demonstrated in this thesis, customer loyalty has important implications, including preferable medical outcomes and other impacts relating to the financial benefits of providers and the wellbeing of patients. Practically, this study encourages managerial implications for key stakeholders of the industry, including health care providers, public organizations (i.e., government-owned organizations), patients, and the overall service sector. The findings illustrate the benefits from long-term relationship orientation, which sustain the relationship between service provider and customer. This thesis provides informative findings which appropriately justify the cruciality of customer loyalty in health care relationship marketing.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Palmatier, Robert W. "How exchange inefficiency and relationship quality mediate the influence of relationship marketing on performance : the critical role of customer relationship orientation /". free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3144448.
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Stavros, Constantino, e 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.
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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.
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Stavros, Constantino. "Relationship Marketing in Australian Professional Sport: An Organisational Perspective". Thesis, Griffith University, 2005. http://hdl.handle.net/10072/367556.
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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.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
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Lau, Choi Ping. "The roles of trust and relationship commitment in buyer-seller relationships in the Chinese context". HKBU Institutional Repository, 2000. http://repository.hkbu.edu.hk/etd_ra/229.
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Granfeldt, Sandra, e Inez Nastasi. "Relationship marketing for auditors : A qualitative study on how SME auditing firms practicerelationship marketing". Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39886.
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Background: Previous research show that there is a need for marketing strategies in SMEs that offer professional services, such as auditing firms. Also, the combination of marketing and auditing is a fairly new concept, due to legal and ethical regulations. Besides, since marketing and auditing have different business functions, it can be challenging for the auditors to practice marketing that does not discredit the profession. Lastly, the new competitiveness in the industry, calls for a need for marketing but since these SMEs lack in resources it is believed that relationship marketing can be a beneficial strategy for these firms due to its low cost approach. Research question: How do SME auditing firms practice relationship marketing? Purpose: The study aims to describe how and why SME auditing firms use relationship marketing as a marketing strategy. Method: This study is based on an abductive approach with semi-structured interviews with twelve people with different positions at firms in Halland and Malmö. Theoretical Framework: The theory consists of four blocks, which mainly focus on relationship marketing. However, theory about SMEs, services and professional services marketing is also presented due to the choice of industry and delimitations. Findings: The findings show that many SME auditing firms lack formal plans and strategies for relationship marketing, often due to lack of resources, interest or knowledge. However,the firms practice relationship marketing even if they do not define it as such, through value adding activities or services for their customers, that lie on top of the fundamental servicethey offer.
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Lau, Wai-man. "Relationship marketing : the case of Cathay Pacific Airways /". Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19878023.
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Costa, Geverson Custódio. "A prática relacional existente entre um fabricante e seus distribuidores e a percepção de valor do relacionamento na díade". reponame:Repositório Institucional da UCS, 2013. https://repositorio.ucs.br/handle/11338/137.
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Os relacionamentos interorganizacionais têm despertado inúmeros estudos de marketing sobre o tema Marketing de Relacionamento. Este trabalho aborda como as dimensões do marketing do relacionamento podem influenciar na percepção do valor do relacionamento, buscando ampliar os benefícios e redução de custos para os envolvidos no canal de marketing. Como o sucesso ou fracasso de um relacionamento não pode ser expresso simplesmente a partir da perspectiva de uma única organização, caso contrário, poderá ser percebido de forma
diferente pelas duas partes, este estudo se propõe a fazer uma avaliação dentro de uma perspectiva da díade. A partir da utilização de escalas já validadas teoricamente foi realizada uma pesquisa de levantamento envolvendo o pessoal da linha de frente de um fabricante e os compradores dos distribuidores dos produtos do fabricante. Este levantamento possibilitou uma investigação sobre as inter-relações dos construtos formadores do comportamento da relação comercial, como dependência, confiança, comprometimento, nível de comparação com parceiros alternativos e investimentos no relacionamento e os resultados da relação comercial, através do valor dos relacionamentos. Desta forma, a partir de um modelo teórico foi realizada a validação utilizando o construto valor do relacionamento como do desempenho do relacionamento. No âmbito acadêmico, os resultados encontrados confirmaram as hipóteses sugeridas no modelo teórico, contribuindo para avaliação dos relacionamentos interorganizacionais sobre a perspectiva da díade. A avaliação sobre os dois polos permitiu identificar as diferenças de percepção no relacionamento, sobretudo na relação da comparação com dependência e confiança com comprometimento. No âmbito gerencial, o entendimento das diferenças possibilitará as organizações tomarem as iniciativas estratégicas adequadas que irão contribuir para o incremento da percepção de valor na relação comercial.Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-06T11:55:21Z No. of bitstreams: 1 Dissertacao Geverson Custódio Costa.pdf: 1206147 bytes, checksum: d2c2fa9147c06069bf2b6056878017bd (MD5)
Made available in DSpace on 2014-05-06T11:55:21Z (GMT). No. of bitstreams: 1 Dissertacao Geverson Custódio Costa.pdf: 1206147 bytes, checksum: d2c2fa9147c06069bf2b6056878017bd (MD5)
The interorganizacional relationships have attracted several studies of marketing about the theme Relationship Marketing. This paper addresses how the dimension of relationship marketing can influence the value’s perception of the relationship, seeking to extend the benefits and reduce costs for those involved in the marketing channel. As the success or failure of a relationship cannot be expressed simply from the perspective of a single organization, otherwise, it may be perceived differently by the two parties, this study proposes to make an assessment within a perspective of the dyad. From the use of scales theoretically already validated, it was conducted a survey research involving staff frontline of a manufacturer buyers and distributors of the products of the manufacturer. This survey enabled an investigation of the interrelationships of the constructs formers of the behavior of business relationship, such as dependency, trust, commitment, comparison level with alternative partners and investment in the relationship and the results of the business relationship, through the value of relationships. Thus, from a theoretical model a validation was done using the construct relationship value as the performance of the relationship. In the academic environment, the results confirmed the hypotheses suggested in the theoretical model, contributing to assessment of interorganizational relationships on the perspective of the dyad. Reviews of the two poles allowed identify the differences of perception in the relationship, particularly the relationship between dependence with comparison level and trust with commitment. At the management level, understanding the differences will enable organizations to take appropriate strategic initiatives that will contribute to increase the perception of value in the business relationship.
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Rossiter-Hofer, Adriana. "Determinants of customer partnering behavior in logistics outsourcing relationships a relationship marketing perspective /". College Park, Md. : University of Maryland, 2007. http://hdl.handle.net/1903/6754.
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Thesis (Ph. D.) -- University of Maryland, College Park, 2007.Thesis research directed by: Business and Management: Logistics, Business & Public Policy. Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.
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Kansell, Jens, e Fredrik Jonsson. "Sport consumers’ attitudes towards relationship marketing – The case of Brynäs IF". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-18882.
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Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations. Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.
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Myhr, Hampus, e Dueñas Alejandro Pérez. "Marketing in start-ups : A case study of business relationship development". Thesis, Uppsala universitet, Industriell teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-446586.
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Business relationships are crucial for succeeding in the market for companies. Therefore, start-ups must focus on establishing business relationships early on, since these naturally do not exist for new players. The purpose of this thesis is to understand how start-ups work in order to establish business relationships. This will be analysed through six key elements from literature that are necessary for start-ups to consider in relationship marketing for surviving in the market, namely trust, commitment, communication, mutual benefits, long-term perspective, and customer service. The thesis uses a case study design, focused on a start-up in the sustainable materials industry, hereafter named “The Case Company”. Semi-structured deep interviews were conducted with representatives at the company. Results show that The Case Company does actions that can fit into all of the six elements to some degree. One extra finding was identified which is prioritization. While the importance of communication was stressed by all interviewees, a lack of strategy in the medium of communication was evident. We argue that this could be due to prioritization. Moreover, a lack of customer service strategy was the other consequence of having to prioritize other areas of the business as our findings suggests. Further research could validate these findings.
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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China". Thesis, Curtin University, 2003. http://hdl.handle.net/20.500.11937/442.
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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues.This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.
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Pressey, Andrew D. "International relationship marketing : an investigation of the stages of industrial inter-organisational relationships development with an examination of the influence of national culture". Thesis, University of Bedfordshire, 2000. http://hdl.handle.net/10547/338906.
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The current literature indicates that research concerning the area of industrial interorganisational relationships (lORs) and relationship marketing (RM) in an international context is growing in size as well as importance, and is regarded by many as constituting a paradigmatic shift in contemporary marketing thought. The study of lORs, however, has suffered from empirical neglect, particularly in an international context. The extant literature is unclear concerning the development process of relationships. In particular, the antecedents of commitment in affectively committed relationships (positive attachment) and calculatively committed relationships (negative attachment) and their performance outcomes, the causes of dissolution in previously committed relationships and the impact national culture has on the process when it traverses national borders is not well understood. Therefore, the primary objectives of this study were to investigate the stages of the development process of international lORs, and to determine the level of influence national culture exerted on this process. Two stages of empirical research using a mixed methodology were conducted. The first stage of fieldwork -an exploratory case study approach -used seven in-depth interviews with UK. import/export executives in charge of relationship development within their respective companies. The first stage of fieldwork was used to examine the stages of international lOR development and the influence national culture exerts on it in order to develop a set of hypotheses for subsequent testing. Stage two -a mail survey approach was mailed to 3000 UK import/export executives and used data from 322 questionnaires to test a set of hypotheses developed from the first stage of fieldwork. The study had significant findings in three key areas. Firstly, the research identified that the antecedents of commitment in affectively and caculatively committed relationships differed significantly and furthermore, relationships based on affective commitment enjoyed relatively greater levels of performance outcomes in comparison to relationships based on calculative commitment. Secondly, the study identified the causes of dissolution in previously committed relationships in four categories: buyer factors, supplier factors, competitor factors, and environmental factors. The findings also indicated that relationship dissolution could be classified in three ways: full exit, partial exit and temporary exit, and that dissolution was influenced by the motive for commitment prior to dissolution. The period of time spent in dissolving relationships was often found to be lengthy and was influenced by five categories of factors that impede partners' speed of exit. Finally, the study applied the assumptions of Hofstede (1980; 1991) to examine the extent to which national culture affects relationship development when it crosses national borders. The findings revealed little concrete evidence to suggest that national culture has a strong influence on international business relationships. International business relationships were, however, susceptible to factors such as infrastructure barriers and political barriers that were obstacles to foreign market success. The thesis contributes to current knowledge by offering the first empirically supported model of lOR development from pre-formation to dissolution in the extant literature; principally, identifying the antecedents of effective and ineffective relationships and also the stages of dissolution when relationships dissolve. The national culture literature within the domain of Marketing, and in particular, the literature concerning lORs, is advanced by suggesting that Hofstede's (1980; 1991) cross-cultural assumptions may not impact significantly on international lORs in a manner prescribed by Hofstede. In order to achieve the primary research objectives a number of scales were operationalised including scales to measure the influence of national culture on lORs, and aspects of relationship development including a multi-dimensional scale to measure trust. The study offers a number of recommendations for practitioners, and presents a number of future research directions. These are principally, to identify the antecedents of calculative commitment (that are hitherto unknown), and incorporate variables that may legitimately act as antecedents of commitment not examined in this study.
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Tontoh, Anthony, e Yaw Opoku Gyamfi. "MAINTAINING CUSTOMER RELATIONSHIP IN BUSINESS-TO-BUSINESS MARKETING". Thesis, Jönköping University, JIBS, Business Administration, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-463.
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The relationship between organizations and their customers is a critical issue when establishing a long-term relationship. It is difficult for organizations to really manage and main-tain the relationship with their customers as some organizations fail to build up relationships.
The process of learning and adapting to other customers is costly and time intensive. This is an issue that needs to be taken into consideration. Another aspect that needs to be looked at is the way organizations can set up a plan to build a competitive advantage. With this, most organizations do tend to loose their customers due to the inability to use their resources well and also managing them effectively.
This paper examines the relationship between the supplier and the customer and the possibilities of managing and maintaining the customer relationship.
Qualitative analysis is used in this paper since it is the appropriate method to meet our purpose. There were two companies interviewed from the logistic industry and mechanical industry.
Finally, our result in this paper indicates that in order to maintain customers, it is vital for organizations to meet their needs. As a result, satisfaction and loyalty is the ultimate goal for organization to maintain their customers. This is the way of avoiding key and non-key customers from leaving and also strengthening the relationship.
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Randall, Wesley Spencer Pohlen Terrance Lynn. "An empirical examination of service dominant logic the theory of the network /". [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3925.
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Leeuw, Maarten Nicolas Andrew. "Niche marketing : an #exploratory' analysis of its concept, construct and application". Thesis, Henley Business School, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.241647.
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Fang, Er. "Creating customer value through customer participation in B2B markets : a value creation and value sharing perspective /". free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3144415.
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Yi-Chun, Chen, e 陳怡君. "The Relationship between Relationship Marketing and Customers’Price Perception The Relationship between Relationship Marketing andCustomers’ Price Perception The Relationship between Relationship Marketing andCustomers' Price PerceptionThe Relationsh". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/61427719440746426654.
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碩士中國文化大學
國際貿易學系碩士班
94
When consumers make purchase decisions, one of the most important determinant factors is the price of the product to buy. So, how to decrease customer price sensitivity is crucial in making marketing strategy. Most of the previous studies focused on the re-lationship between personal characteristic and customer price sensitivity characteristics, such as price reference range, price perception, products perceptions and customer par-ticipation. However, customer’s behavior is too varied to handhold. Thus this study is attempted to examine the relationship between relationship strength and customer price sensitivity by business marketing strategy. The data is composed of convenience sampling and structure questionnaire is col-lected by EMBA in University and some common customers. There were 400 question-naires send out, and 312 questionnaires were returned. The results show that relationship strength was negatively and significantly related to customer price sensitivity. Two of the components of relationship strength, word-of-mouth and customer loyalty, were negatively and significantly related to cus-tomer price sensitivity. Customer complaining behavior was positively and significantly related to customer price sensitivity. All the hypotheses were supported by the empirical data. Theoretical and practical implication, and future study suggestions are discussed.
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Hsu, chichin, e 許季秦. "The Relationships among Relationship Marketing, Service Quality, and Relationship Quality". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/46696062040308339047.
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碩士國立中正大學
資訊管理學系
92
With information technology advancing and knowledge economy approaching, most enterprises treat information management as a critical ingredient in promoting their competitiveness and transforming themselves to learning organizations. In the trend of concentrating resources on ‘core competency’ and ‘specialization,’ it has become popular that enterprises outsource their information-related training programs to professional information education agencies or computer vendors in order for the employees to learn state-of-the-art information technology to enhance their information literacy. The research, taking the information education industry as the objects, explores the relationships among ‘relationship marketing,’ ‘service quality,’ and ‘relationship quality.’ Three levels of relationship marketing, namely, financial, social, and structural bonds; three dimensions of service quality, namely, interactive, service environment, and outcome quality; and three aspects of relationship quality, namely, satisfaction, trust, and commitment, are measured and analyzed with structured equation modeling technique. The results are as follows. 1.The social and structural bonds of relationship marketing are positively correlated with all dimensions of both service quality and relationship quality. It indicates that more actions taken by the training providers to promote social and structural bonds will result in higher service quality consciousness, satisfaction, and trust of the customers, and obtain long-term commitment. 2.The outcome and the service environment are two major dimensions of service quality that influence the satisfaction and trust of relationship quality. It implies that good learning environment designs and effective promotion of customers’ information literacy can result in higher customer satisfaction and trust. 3.Better environment quality and interaction quality contribute to higher commitment. It indicates that the service providers who design a good learning atmosphere and increase the interactions with their enterprise customers can obtain continual customer commitments. 4.Relationship marketing and service quality are highly correlated as a whole. Although level of relationship does not directly influence relationship quality, the influence can be carried over through enterprise customers’ feelings of service quality. Service quality and relationship quality are also positively correlated. It indicates that information education providers should emphasize on both marketing and overall service quality.
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蘇偉綸. "A Study of the Relationships among Relationship Marketing Programs, Relationship Quality, and Relationship Outcomes:The Moderating Effect of Marketing Channel System Types". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/06535085796247391476.
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碩士東海大學
企業管理學系碩士班
98
When the uncertainty of external environment of industries increases, enterprises need to have a well-developed relationships with channel partners. The key to have a well-developed relationships is the relationship bonds with channel partners. Using Relationship Marketing Programs to enhance the relationship bonds is one of the most important challenges to enterprises. Empirical evidence suggests that firms are often disappointed with the results of Relationship Marketing. First, Seller Objective Performance is influenced most by Relationship Quality (Palmatier, Dant, Grewal & Evans 2006a) , so maybe the reason that makes firms disappointed with the results of Relationship Marketing is lack of considering Relationship Quality. Second, past studies are often lack of considering Customer-Focused Outcomes and Dyadic Outcomes as Relationship Outcome measures. Third, past studies rarely discuss the impact of different marketing channel types on the results of Relationship Marketing. Accordingly, this research presents a conceptual framework for incorporating Relationship Marketing Programs, Relationship Quality, Relationship Outcomes, and Marketing Channel System Types to explore antecedents and consequences of Relationship Marketing Programs, Relationship Quality, and Relationship Outcomes. In the design, cell phone retailers of the open and close channel in Taiwan is the research sample. And this paper uses convenience sampling to choose 286 samples and retrieves questionnaires by interviewer. There are 171 effective samples that subtract 22 ineffective samples from 193 samples, and the effective ratio is 88.6%. This research referred to Churchill (1979) to purify the received data, then used hierarchical regression analysis to test the hypothesis. The major findings of this study are summarized as following: (1) Relationship Marketing Programs has a positive impact on Relationship Quality. (2) Relationship Quality has a positive impact on Relationship Outcomes. (3)Marketing Channel System Types has a moderating effect between Relationship Quality and Relationship Outcomes.
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Swarts, KM. "Relationship marketing : complex customer relationships in project-based markets". Thesis, 2020. https://eprints.utas.edu.au/35254/1/Swarts_whole_thesis.pdf.
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The construction industry has high levels of conflict and low rates of customer satisfaction. Relationship marketing is an organisational approach that improves cooperation and customer satisfaction. Yet relationship marketing theory has been developed for traditional service industries, such as banking and hospitality, where firms benefit from customer retention. In contrast, construction firms operate within project-based markets where the need to retain customers is of less value and importance to the business. Furthermore, the nature of the ‘customer relationship’ within these markets comprises of several characteristics that make them complex. Within this context, this thesis investigates the transfer of relationship marketing to project-based markets which are characterised by these complex customer relationships.
This research uses an explanatory sequential mixed-methods approach. Phase One comprised of an online survey, which was sent to 4,928 Australian construction firms. A total of 175 completed responses were received. Phase Two used semi-structured interviews, which were conducted with 19 Australian construction firms. The survey results reveal that although construction firms have a relationship marketing orientation, most rarely engage in traditional relationship marketing activities. Furthermore, with respect to the nature of their customer relationships, eight of the nine characteristics were found to be present in this market. The interview findings demonstrate an evolving relationship focus, whereby construction firms balance the legal and social objectives of their customer relationships over time. In addition, the interview phase found that Australian construction firms place greater emphasis on customer referrals rather than repeat purchase intention. In general, the complex nature of the customer relationships makes the transfer of relationship marketing theory into project-based markets difficult to implement.
This thesis contributes to relationship marketing research by exploring the complexity of the customer relationships in project-based markets and investigating how these relationships impact the extent to which this approach can be applied to the Australian construction industry. The implications for practice are that managers of project-based firms can adapt their relationship marketing to increase trust throughout project-delivery, and to focus on customer referrals rather than customer retention to maximise the benefits of adopting a relationship marketing approach.
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WANG, YIH-RU, e 王憶茹. "CATV RELATIONSHIP MARKETING RESEARCH". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/21647194379053340562.
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Liu, Yi-Hsien, e 劉誼賢. "The Relationships among Guanxi, Relationship Marketing and Customer Loyalty". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/97114888757576464846.
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碩士淡江大學
企業管理學系碩士在職專班
101
The word "Relationship" in Chinese culture has rich and diverse meanings, and its concept is different from that in Western society. The international academic community even translates "relationship” into “Guanxi," based on its Chinese pronunciation. In recent years, as China has arisen in the global economic arena, many international companies doing business in China found “Guanxi” plays a vital role in determining the success of commercial activities, and that “Guanxi” is closely connected with human relations. Therefore, the academic field is very concerned about China''s commercial personal relationships, for they play important roles in reducing the uncertainty of enterprises, in improving the supply capacity, response capabilities and business performance, and it will also help to reduce the opportunistic behaviors between enterprises and providers, influencing gray marketing behavior. In relationship-oriented Chinese society, how to create and use both personal and business relationship is very important. However, in empirical studies, previous researchers only used connection bonds to analyze relationship effects, and rarely did they make connections between “Guanxi,” “Relationship Marketing” and “Customer Loyalty.” Owing to this, this study targets on the general public who have the experience of opening an account in financial markets or commodity exchanges. Three hundred and forty questionnaires were distributed, with 308 valid. By applying descriptive statistics, validity analysis, and reliability analysis, partial least square method, the major findings are as follows: 1. Guanxi has a positive impact on Relationship Marketing. 2. Relationship Marketing has a positive impact on Customer Loyalty. 3. Guanxi has a positive impact on Customer Loyalty.
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De, Jong Theunis. "Relationship marketing and internal marketing : a theoretical perspective". Thesis, 2014. http://hdl.handle.net/10210/9032.
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M.Comm. (Business Management)Marketing as field of study has developed as a vibrant and evolutionary management function over a number of decades. In the 1950's the primary focus was on consumer goods. In the ensuing three decades industrial marketing, societal orientation and the marketing of services respectively, came to the fore. It is anticipated that relationship marketing will increasingly capture the attention of marketers in the 1990's. Relationship marketing addresses internal markets in the organisation, such as the personnel and jobs, suppliers, influencer markets, referral markets and customer markets. The focus in relationship marketing shifts from transaction marketing, as practised in the past, to long term relationships developing between the markets mentioned above (Christopher, 1991:9).The student holds the opinion that both relationship marketing and internal marketing have immense application potential in business on corporate and small business level. These concepts however, are still in the infancy stage with a low level of awareness amongst businessmen and entrepreneurs alike.
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Ching-Yun, Huang, e 黃靖芸. "The Impact of Relationship Marketing on Marketing Channel". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/05003868392514281111.
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碩士玄奘大學
國際企業學系碩士班
98
Currently, among global electronic products, regardless of 3C products or industrial products, all of them need semiconductor electronic parts and components which have been also regarded as the important core of those products. Most manufacturers of electronic products parts and components have depended on the product and technology application that provided by those distributors of electronic parts and components. Since the electronic products are categorized into the industrial market, their customers may have simple and pure characteristics but also the dominance. If the relationship between supplier and customer is better, then customer will be tended to the model of long-term cooperation; therefore, the relationship marketing is also important to the distributors. This study will be carried out the research on those behaviors of relationship marketing, such as “suppliers’ attitude about supporting service”, “business and interactive relationship with customers”, “suppliers’ professional knowledge”, etc., and conducted the questionnaire survey to those customers of electronic product manufacturers in order to analyze whether suppliers’ behavior of relationship marketing will make customers to have trust, satisfaction and commitment or not, and further to have the loyalty and willing to cooperate with suppliers to become the partners of long-term cooperation. This researcher is hoped that after conducted the analytic research, the result can be provided to the industry circle and follow-up scholars or researchers as the reference of carrying out researches. This study has adopted the Reliability Analysis, Factor Analysis and Regression Analysis as the methods of conducting data analysis to research on the influence of the relationship marketing on the loyalty level for electronic products distributors. The researcher has sent 200 copies of questionnaire to those manufacturers of high-tech electronic products, and a total 175 questionnaire were returned with a return rate of 85.5％; in addition, after screened those returned questionnaire, the number of valid questionnaire has reached 150 with a valid return rate of 75％. The research analysis has discovered: 1. Better service and support provided by suppliers, then the relationship quality will become better; that is, they have obtained more trust from customers, and, at the same time, they will also make more loyal customers who will continuously purchase and give positive word-of-mouth to their products. 2. Suppliers can improve the interactive relationship to increase the relationship quality, and indirectly improve customer loyalty. 3. Suppliers are able to utilize the improvement in professional knowledge to improve the relationship quality, and then such method can indirectly increase customers’ loyalty as well. Keywords: relationship marketing, relationship quality, customer loyalty
46
Nielsen, Anders Juul. "The consumer-brand relationship paradox". Master's thesis, 2015. http://hdl.handle.net/10071/11116.
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JEL classification system
M30 - General
M31 – MarketingThis study attempts to investigate and understand the unexplored paradoxical intersection between a relationship-oriented marketing philosophy and consumers who are seemingly uninterested in relational behaviour with brands. A mixture of quantitative and qualitative methods have been applied with the aim to illuminate this paradox through extensive revision of relevant literature, and implementation of empirical research. The research provided evidence that commitment, engagement and involvement are instrumental variables in relation to consumers’ interest in relational behaviour. They were found to statistically predict the level of brand loyalty. Respondents depicted low levels of involvement, commitment, engagement and brand loyalty. Likewise had significant negative responses towards relationship offerings (ROs) from brands. This was though significantly determined by the level of ROs. A number of three to four ROs in a month were found to have remarkably negative impact on consumers behavioural brand loyalty (BBL), attitudinal brand loyalty (ABL) and intentions to recommend (ITR) a brand. Likewise, consumers’ motivation for engaging with brands were steered by simpler motives as making a purchase, getting discounts and receiving customer service. Thus, provide additional evidence to the claim that consumers have little interest in deep relationships with brands. The main conclusion is that a consumer-brand relationship (CBR) paradox exist. Consequently, marketers must realise that not all consumers are receptive to ROs or interested in brand relationships. Thus, cannot be managed as relationships and without consequences be forced into one. Subsequently, marketing thinking and efforts should be diversified and account for this.
47
Ya-Te, Kuo, e 郭雅德. "The relationship between consumer purchasing and relationship marketing". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/75850083169360917221.
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碩士中國文化大學
國際貿易學系碩士班
94
Nowadays, the focus of marketing is keeping the relationship with current customers, and how to utilize customer relationship create, maintain, and increase customer value, such that business profits can be maximized. But in the early stage of customer relationship development, the first step is market segmentation. Consumer innovativeness is one of the important variables of market segmentation. If the company can keep long-term relationship with this kind of consumers, the probability of market success will improve. The main purpose of this study is to examine the relationship between customer innovativeness and relationship strength. The data of this study is primary data. The data source is the undergraduate students in Chinese Culture University. 400 questionnaires were distributed. Of all samples, 389 questionnaires were returned, with usable questionnaires totaling 311. The results of the research show that when controlling for customer satisfaction, commitment, and bonds, consumer innovativeness is negatively and significantly correlated with relationship strength. Theoretical and practical implication, and future study suggestions are discussed.
48
Lin, Yan-Ting, e 林燕亭. "Exploring the Effectiveness of Relationship Marketing and Experiential Marketing". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yy953p.
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碩士亞洲大學
經營管理學系
107
This study aims to explore the effectiveness of relationship marketing and experiential marketing. As well as, exploring the relationships among perceived value, perceived risk, and purchase intention are the other purposes. The statistical techniques we adopt contain descriptive statistics, factor analysis, reliability analysis, SEM, and fsQCA. The results of SEM indicate that both relationship and experiential marketing have significant effects on perceived value and risk. Furthermore, perceived value and risk also have significant effects on purchase intention. fsQCA display that there are four causal configurations found to be sufficient for high purchase intention.
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Huang, Simon, e 黃仲龍. "Relationship Marketing in Personal Selling". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/83818291137626231749.
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50
薛朝龍. "Relationship Marketing in Service Industry". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/64451978794452732811.
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