Journal ArticleDOI
Relationship marketing of services—growing interest, emerging perspectives
Reads0
Chats0
TLDR
A baker's dozen of researchable questions suggests some future directions for relationship marketing are discussed in this article, including targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders and building trust as a marketing tool.Abstract:
Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.read more
Citations
More filters
Journal ArticleDOI
The different roles of satisfaction, trust, and commitment in customer relationships
Ellen Garbarino,Mark S. Johnson +1 more
TL;DR: Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds as discussed by the authors, but few empirical studies have been conducted.
Journal ArticleDOI
Understanding Customer Experience Throughout the Customer Journey
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Journal ArticleDOI
Building brand community
TL;DR: In this article, the authors explore the relationship between the customer and the brand, between the customers and the firm, between consumers and the product, and among the customers' friends.
Journal ArticleDOI
Relational Benefits in Services Industries: The Customer’s Perspective:
TL;DR: In this paper, the authors examined the benefits customers receive as a result of engaging in long-term relational exchanges with service firms and found that consumer relational benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits.
Journal ArticleDOI
Understanding Relationship Marketing Outcomes An Integration of Relational Benefits and Relationship Quality
TL;DR: In this paper, the authors integrate customer satisfaction and commitment as relationship quality dimensions that partially mediate the relationship between three relational benefits (confidence benefits, social benefits, and special treatment benefits) and the two outcome variables.
References
More filters
Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Journal Article
Zero defections: quality comes to services.
TL;DR: Defection rates are not just a measure of service quality; they are also a guide for achieving it; by listening to the reasons why customers defect, managers learn exactly where the company is falling short and where to direct their resources.
Journal ArticleDOI
Relationship Quality in Services Selling: An Interpersonal Influence Perspective:
TL;DR: In this article, the authors describe the role of relationship manager as the quality of the relationship between the salesperson and the customer, which is defined as "the quality of a salesperson's relationship with the customer".
Journal ArticleDOI
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Book
Marketing Services: Competing Through Quality
Leonard L. Berry,A. Parasuraman +1 more
TL;DR: In this article, Leonard Berry and A. Parasuraman developed a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing.
Related Papers (5)
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more