Artigos de revistas: "Relationship marketing"

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Bekmurzaeva, Z. H. "Relationship marketing". Vestnik of North-Ossetian State University, n.º 4 (2018): 85–87. http://dx.doi.org/10.29025/1994-7720-2018-4-85-87.

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Kolesnikov, S., N. Nemogay e T. Denysova. "Marketing relationship". Law and public administration 4 (2019): 18–26. http://dx.doi.org/10.32840/pdu.2019.4.3.

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Heffernan, Troy, Grant O'Neill, Tony Travaglione e Marcelle Droulers. "Relationship marketing". International Journal of Bank Marketing 26, n.º 3 (11 de abril de 2008): 183–99. http://dx.doi.org/10.1108/02652320810864652.

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Blackwell, Steven. "Relationship Marketing:". Journal of Pharmaceutical Marketing & Management 13, n.º 2 (1 de dezembro de 2002): 1–25. http://dx.doi.org/10.1300/j058v13n02_01.

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Boddington, Andrew. "Relationship Marketing". Interactive Marketing 1, n.º 2 (1 de outubro de 1999): 219–20. http://dx.doi.org/10.1057/palgrave.im.4340029.

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Fyall, Alan, Christine Callod e Brenda Edwards. "Relationship Marketing". Annals of Tourism Research 30, n.º 3 (julho de 2003): 644–59. http://dx.doi.org/10.1016/s0160-7383(03)00046-x.

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N. Sheth, Jagdish, e Atul Parvatiyar. "Relationship marketing". International Business Review 4, n.º 4 (janeiro de 1995): 391–96. http://dx.doi.org/10.1016/0969-5931(95)90003-9.

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Grönroos, Christian. "Relationship Marketing". Journal of Business Research 46, n.º 3 (novembro de 1999): 327–35. http://dx.doi.org/10.1016/s0148-2963(98)00030-7.

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Lindgreen, Adam, e Michael Beverland. "Relationship Marketing". Journal of International Food & Agribusiness Marketing 16, n.º 2 (setembro de 2004): 25–51. http://dx.doi.org/10.1300/j047v16n02_03.

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Veloutsou, Cleopatra, Michael Saren e Nikolaos Tzokas. "Relationship marketing". European Journal of Marketing 36, n.º 4 (maio de 2002): 433–49. http://dx.doi.org/10.1108/03090560210417255.

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Zineldin, Mosad. "Beyond relationship marketing: technologicalship marketing". Marketing Intelligence & Planning 18, n.º 1 (fevereiro de 2000): 9–23. http://dx.doi.org/10.1108/02634500010308549.

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АЛИЕВ А.Г., АЛИЕВ А. Г., ДЖАНАЕВ З. А. ДЖАНАЕВ З.А., НАЖМУТДИНОВА С. А. НАЖМУТДИНОВА С.А. e АБДУЛЛАЕВ Н. А. АБДУЛЛАЕВ Н.А. "RELATIONSHIP MARKETING - A NEW MARKETING CONCEPT". Экономика и предпринимательство, n.º 2(163) (9 de maio de 2024): 1201–6. http://dx.doi.org/10.34925/eip.2024.163.2.238.

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Данная статья посвящена новой концепции маркетинга, известной как "маркетинг взаимоотношений". Маркетинг взаимоотношений представляет собой подход к развитию маркетинговой стратегии, основанный на установлении долгосрочных и взаимовыгодных отношений с клиентами. В данной статье мы рассмотрим основные принципы и инструменты маркетинга взаимоотношений, преимущества этой концепции перед традиционным маркетингом и ее влияние на современные рыночные отношения. This article is about a new marketing concept known as “relationship marketing.” Relationship marketing is an approach to developing a marketing strategy based on establishing long-term and mutually beneficial relationships with customers. In this article we will look at the basic principles and tools of relationship marketing, the advantages of this concept over traditional marketing and its impact on modern market relations.

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Asih, Daru. "A Complementary Relationship between Marketing Theory and Marketing History". Journal of Advanced Research in Dynamical and Control Systems 12, SP5 (30 de maio de 2020): 1515–22. http://dx.doi.org/10.5373/jardcs/v12sp5/20202073.

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Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond". Journal of Services Marketing 31, n.º 1 (13 de fevereiro de 2017): 16–19. http://dx.doi.org/10.1108/jsm-11-2016-0398.

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Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection. Findings Relationships, networks and interaction constitute the core of marketing. Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory. Practical implications Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results. Originality/value Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.

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Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN". Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, n.º 1 (30 de abril de 2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating to products and services. The integration of the CRME model allows companies to manage relationships with customers so that an effective relationship management focus is achieved based on mapping of elements of IT, relationship marketing dan organizational climate.

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Grönroos, Christian. "From Marketing Mix to Relationship Marketing". Management Decision 32, n.º 2 (março de 1994): 4–20. http://dx.doi.org/10.1108/00251749410054774.

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Warzecha, Alina. "SPECIFIC MARKETING RELATIONSHIP IN MULTILEVEL MARKETING". sj-economics scientific journal 10 (30 de dezembro de 2012): 81–92. http://dx.doi.org/10.58246/sjeconomics.v10i.449.

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The article presents the essence of relationship marketing topics in the modern enterprise. In addition, author presents a brief characterization of MLM companies operating in a market economy. Into this article the author presents the role of leadership of MLM in the company and never discussed so far unpublished stages of development of the relations between the leading MLM company and its structure. It has been presented the customer of MLM life cycle.

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Sarwari, Sara. "Relationship Marketing Model". International Journal of Customer Relationship Marketing and Management 9, n.º 2 (abril de 2018): 16–32. http://dx.doi.org/10.4018/ijcrmm.2018040102.

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To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. Findings imply that increase of the positive emotions of customers will increase the relationship quality between the hoteliers and the customers, which ultimately introduce more loyal customers in the five-star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.

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Dunn, Dan T., e Claude A. Thomas. "Implementing Relationship Marketing". Management Research News 18, n.º 6/7 (junho de 1995): 46–55. http://dx.doi.org/10.1108/eb028414.

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Adomah-Afari, Augustine, e Theophilus Maloreh-Nyamekye. "Relationship marketing strategy". International Journal of Health Care Quality Assurance 31, n.º 6 (9 de julho de 2018): 631–45. http://dx.doi.org/10.1108/ijhcqa-05-2017-0086.

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PurposeThe purpose of this paper is to explore how strategies are put in place to formulate policies regarding the introduction and implementation of relationship marketing (RM) in the health sector, and how RM strategies are designed as part of the curricula for the training of prospective health professionals in Ghana.Design/methodology/approachData were gathered using interviews and documentary review. A purposive sampling technique was used to recruit policy makers and health educationists in Accra for in-depth interviews. Qualitative interviews were analysed using framework analysis.FindingsThe findings revealed that, currently, there is no policy framework on RM in the health sector nor included in the curricula of health training institutions in the country.Research limitations/implicationsDue to limited time and funding constraints, the study could not include many policy makers, educationists, health providers, facilities and regions outside the Greater Accra region of Ghana. This means that the authors missed out on useful insights from other relevant policy makers/educationists who would have added to the knowledge that this study contributes. There were still some areas that this study could not cover, including the lack of an exploration of the perceptions of health providers and patients.Practical implicationsEvidence from the current research provides the basis for scaling up of a similar study to the whole country to address the perennial RM or quality of care/patient satisfaction issues persisting in health facilities in the country. The outcome of this large-scale study would help to confirm the findings of the current study on the adoption and incorporation of RM into both policy framework and curricula of health training institutions in Ghana. The findings would culminate in the preparation and utilisation of guidelines on RM for client-centred service delivery in the health sector of the country.Social implicationsThis paper argues that RM orientation could enable health professionals to improve upon their healthcare service performance and quality of care so as to enhance patient satisfaction.Originality/valueThe study recommends that RM should be adopted by health policy makers and designers of curricula for health training institutions.

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El-Ansary, Adel I. "Relationship Marketing Management". Journal of Relationship Marketing 4, n.º 1-2 (16 de agosto de 2005): 43–56. http://dx.doi.org/10.1300/j366v04n01_04.

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Baker, Michael J. "Total Relationship Marketing". Journal of Customer Behaviour 8, n.º 3 (7 de setembro de 2009): 293–97. http://dx.doi.org/10.1362/147539209x469344.

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Helfert, Gabriele, e Katharina Vith. "Relationship Marketing Teams". Industrial Marketing Management 28, n.º 5 (setembro de 1999): 553–64. http://dx.doi.org/10.1016/s0019-8501(99)00082-6.

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Grönroos, Christian. "Relationship Marketing Logic". Asia-Australia Marketing Journal 4, n.º 1 (dezembro de 1996): 7–18. http://dx.doi.org/10.1016/s1320-1646(96)70264-2.

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Sheth, Jagdish. "Revitalizing relationship marketing". Journal of Services Marketing 31, n.º 1 (13 de fevereiro de 2017): 6–10. http://dx.doi.org/10.1108/jsm-11-2016-0397.

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

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Hermanns, Arnold, e Manuela Thurm. "Customer Relationship Marketing". Controlling 12, n.º 10 (2000): 469–76. http://dx.doi.org/10.15358/0935-0381-2000-10-469.

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Zhang, Jonathan Z., George F. Watson, Robert W. Palmatier e Rajiv P. Dant. "Dynamic Relationship Marketing". Journal of Marketing 80, n.º 5 (setembro de 2016): 53–75. http://dx.doi.org/10.1509/jm.15.0066.

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Pallister, John. "Customer Relationship Marketing". Journal of Database Marketing & Customer Strategy Management 9, n.º 2 (janeiro de 2002): 194. http://dx.doi.org/10.1057/palgrave.jdm.3240076.

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Steinhoff, Lena, Denni Arli, Scott Weaven e Irina V. Kozlenkova. "Online relationship marketing". Journal of the Academy of Marketing Science 47, n.º 3 (19 de dezembro de 2018): 369–93. http://dx.doi.org/10.1007/s11747-018-0621-6.

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Budi S, Surawan Setya. "PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING". Kajian Bisnis STIE Widya Wiwaha 27, n.º 2 (24 de julho de 2019): 190–206. http://dx.doi.org/10.32477/jkb.v27i2.349.

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This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

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Harker, Michael John. "Relationship marketing defined? An examination of current relationship marketing definitions". Marketing Intelligence & Planning 17, n.º 1 (fevereiro de 1999): 13–20. http://dx.doi.org/10.1108/02634509910253768.

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Juju, Undang, e Tatang Supriadi. "MARKETING MIX STRATEGY, MARKETING RELATIONSHIP STRATEGY, AND MARKETING PERFORMANCE: THE MEDIATING ROLE OF COMPETITIVE ADVANTAGE". Jurnal Riset Bisnis dan Manajemen 17, n.º 1 (7 de fevereiro de 2024): 29–40. http://dx.doi.org/10.23969/jrbm.v17i1.12062.

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The purpose of this study is to determine the Effect of Marketing Mix Strategies and Marketing Relationship Strategies on Competitive Advantage and Its Implications for Marketing Performance Partially and Simultaneously. The method used in this study is a verifiative method with a quantitative approach. This research is a causal/verifiative research because it intends to determine the relationship between the above research variables with causal relationships so that there are independent variables (influencing variables) and dependent variables (influenced). comparative, associative and structural relationships (Path analysis, and Structural Equation Model / SEM relationships). The results of the study explained that simultaneously the positive influence of the variables of marketing mix strategy, and marketing relationship strategy on competitive advantage there are BUKU 2 Banks in West Java and DKI Jakarta Provinces. The biggest influence on competitive advantage comes from the Marketing Mix Strategy, while the smallest influence comes from the marketing relationship strategy. The Marketing Mix Strategy has a positive effect on the competitive advantage of BUKU 2 Bank in West Java and DKI Jakarta Provinces.

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Nijssen, Edwin J., e Hester van Herk. "Conjoining International Marketing and Relationship Marketing: Exploring Consumers’ Cross-Border Service Relationships". Journal of International Marketing 17, n.º 1 (março de 2009): 91–115. http://dx.doi.org/10.1509/jimk.17.1.91.

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Thaichon, Park, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven e Yi Bu. "Online relationship marketing: evolution and theoretical insights into online relationship marketing". Marketing Intelligence & Planning 38, n.º 6 (12 de agosto de 2019): 676–98. http://dx.doi.org/10.1108/mip-04-2019-0232.

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

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Bhaskar, Dr N. Lakshmi. "‘Relationship Marketing’ – A Lucrative Hospital Marketing Strategy." IOSR Journal of Business and Management 3, n.º 6 (2012): 46–48. http://dx.doi.org/10.9790/487x-0364648.

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Shaw, Robert. "Relationship Marketing: Exploring Relational Strategies in Marketing". Interactive Marketing 3, n.º 3 (1 de janeiro de 2002): 291–92. http://dx.doi.org/10.1057/palgrave.im.4340142.

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Bush, Robert P., James H. Underwood e Daniel L. Sherrell. "Examining the Relationship Marketing, Marketing Productivity Paradigm". Journal of Relationship Marketing 6, n.º 2 (28 de agosto de 2007): 9–32. http://dx.doi.org/10.1300/j366v06n02_03.

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Peltier, James, Alexander Nill e John A. Schibrowsky. "Internal Marketing, Nurse Loyalty and Relationship Marketing". Health Marketing Quarterly 20, n.º 4 (1 de abril de 2003): 63–82. http://dx.doi.org/10.1300/j026v20n04_05.

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Rasul, Tareq. "Relationship Marketing and the Marketing Productivity Paradigm". Journal of Developing Areas 51, n.º 1 (2017): 423–30. http://dx.doi.org/10.1353/jda.2017.0025.

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Burns, David J., Homer B. Warren e Rashmi Assudani. "The External Relationships in Relationship Marketing: An Exploration". Journal of business market management 4, n.º 1 (3 de fevereiro de 2010): 51–69. http://dx.doi.org/10.1007/s12087-010-0031-7.

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Ville, Simon. "“Making Connections”: Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry". Enterprise & Society 10, n.º 3 (setembro de 2009): 423–48. http://dx.doi.org/10.1017/s1467222700008120.

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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.

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Anggraeni, Devita, e Chandra Kartika. "Pengaruh Service Marketing, Relationship Marketing, Communication Marketing Terhadap Customer Satisfaction". Journal of Islamic Management 2, n.º 1 (10 de janeiro de 2022): 191–202. http://dx.doi.org/10.15642/jim.v2i1.675.

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This study aims to determine: Is there any influence of Service Marketing, Relation Marketing and Communication Marketing simultaneously affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya Barat, Is there any influence of Service Marketing partially affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya West, Is there any influence of Relationship Marketing which partially affects Customer Satisfaction of Motorcycle users at Surya Gemilang Motor , W est Surabaya, Is there any influence of Communication Marketing that partially affects Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. The population in this study are customers who use Honda motorcycles. The sampling technique used was accidental sampling. The data collection technique used a questionnaire that had been tested for validity and reliability. The data analysis technique used is multiple regression. The results of this study indicate that Service Marketing, Relation Marketing and Communication Marketing variables simultaneously have a Positive and Significant effect on Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. Relationship Marketing partially has no effect on Customer Satisfaction of Motorcycle users at Surya Gemilang Motor, West Surabaya. Keywords: Service marketing, relationship marketing, marketing communication, customer satisfaction

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Mandal, Pratap Chandra. "Marketing Information and Marketing Intelligence". International Journal of Business Strategy and Automation 3, n.º 1 (13 de janeiro de 2023): 1–12. http://dx.doi.org/10.4018/ijbsa.316235.

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Companies cannot make decisions without proper information about their customers. The study discusses the various ways that companies collect customer information, store the information, and analyze the information. The study focuses on the role of customer relationship management (CRM) in making proper usage of the information and the intelligence gathered from the information in building better relationships with customers. The study emphasizes that building fruitful relationships with customers will help companies grow their businesses in the long run. Although CRM implementation helps companies in developing customer relationships, CRM has its own drawbacks. Companies should realize that CRM is a tool that is used to develop customer relationships. However, implementation of CRM will not solve all issues related to customers. Companies need to be aware about all these aspects while implementing CRM. Once implemented properly, CRM helps companies in growing their businesses and achieve business excellence in the long run.

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Arnett, Dennis B., Steve D. German e Shelby D. Hunt. "The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing". Journal of Marketing 67, n.º 2 (abril de 2003): 89–105. http://dx.doi.org/10.1509/jmkg.67.2.89.18614.

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Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.

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Catoiu, Iacob, e Mihai Tichindelean. ""Relationship Marketing - Theoretical Consideration "". Annales Universitatis Apulensis Series Oeconomica 2, n.º 14 (31 de dezembro de 2012): 655–63. http://dx.doi.org/10.29302/oeconomica.2012.14.2.31.

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Crié, Dominique. "BIBLIOGRAPHIE: Relationship marketing management". Recherche et Applications en Marketing (French Edition) 19, n.º 1 (março de 2004): 105–8. http://dx.doi.org/10.1177/076737010401900107.

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Conway, Tony, e Stephen Willcocks. "Relationship‐based services marketing". International Journal of Public Sector Management 13, n.º 1 (fevereiro de 2000): 68–84. http://dx.doi.org/10.1108/09513550010334498.

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McDaniel, Stephen W., e Steven B. Moore. "Pre-Production Relationship Marketing". Journal of Relationship Marketing 4, n.º 1-2 (16 de agosto de 2005): 73–90. http://dx.doi.org/10.1300/j366v04n01_06.

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D. Raggio, Randle, Anna M. Walz, Mousumi Bose Godbole e Judith Anne Garretson Folse. "Gratitude in relationship marketing". European Journal of Marketing 48, n.º 1/2 (4 de fevereiro de 2014): 2–24. http://dx.doi.org/10.1108/ejm-08-2009-0355.

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Gould, B. "Relationship marketing — but why?" Antidote 3, n.º 5 (agosto de 1998): 22–24. http://dx.doi.org/10.1108/eum0000000006568.

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