The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...

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Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

The current research systematically develops and empirically validates a scale to measure word-of-mouth communication and investigates two forms of customer commitment and service quality as potent...

The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents:

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 forprofit 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 indiv...

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The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

The role of consumer–brand identification in building brand relationships

Strategic networks such as collaborative networked organisations (CNOs) and virtual customer communities (VCCs) show a high potential as drivers of value co-creation and co-innovation. Both look at the network structures as a source of jointly value creation and open innovation through access to new skills, knowledge, markets and technologies by sharing risk and integrating complementary competencies. This collaborative endeavour is able to enhance the adaptability and flexibility of CNOs and VCCs value creating systems in order to react in response to external drivers such as collaborative (business) opportunities. Strategic business networks are active entities continuously adapting to their environment in order to enhance their capabilities to respond to short-term business opportunities, and therefore allow their business ecosystems to follow the rhythm of industry dynamics, and customers’ changing needs and preferences. Value co-creation is the new trend in open-business models trying to integrate or...

Collaborative networked organisations and customer communities: value co-creation and co-innovation in the networking era

Considers which interactive marketing behaviours will result in the broadest word‐of‐mouth or the largest volume of new client referrals. Suggests that the intensity and variety of client participation during the service delivery process is predictive of positive word‐of‐mouth and referrals. Reports on a study examining participation during service delivery which highlighted four key factors – tangibility, attendance, empathy and meaningful interaction. Maintains that these results support interactive marketing management in the field of complex services and can help the creation of a specific service delivery system.

Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals

Longstanding relationships achieved through satisfying donors are a critical success factor in resource development for most nonprofits, but relatively little is known about the relationship between quality and satisfaction from the perspective of major donors. This study among 218 major donors examines a widely accepted method for assessing service quality-SERVQUAL-in a nonprofit context. The results of the study extends findings in other service context and underscores the strategic benefits of a quality orientation for nonprofits.

Ben B. Judd

Papers

Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals

Perceptions of Quality in the Nonprofit Relationship