Showing papers on "Relationship marketing published in 1996"

Services Marketing: Integrating Customer Focus Across the Firm

Abstract: The Second European Edition of Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that put the customer's experience of services at the centre of its approach. The core theories, concepts and frameworks are retained, and specifically the gaps model, a popular feature of the book. The text moves from the foundations of services marketing before introducing the gaps model and demonstrating its application to services marketing. In the second edition, the book takes on more European and International contexts to reflect the needs of courses, lecturers and students. The second edition builds on the wealth of European and International examples, cases, and research in the first edition, offering more integration of European content. It has also be fully updated with the latest research to ensure that it continues to be seen as the text covering the very latest services marketing thinking. In addition, the cases section has been thoroughly examined and revised to offer a range of new case studies with a European and global focus. The online resources have also been fully revised and updated providing an excellent package of support for lecturers and students.

The value concept and relationship marketing

Abstract: The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than a perception of the quality received. What must be taken into account as well is the customer’s need of quality improvements and his willingness to pay for it. From a relationship perspective these aspects are fundamental, since they are both related to the costs of the parties involved. Suggests that a reduction in customer‐perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well. It is then possible to establish and maintain mutually profitable customer relationships, which is of prime concern in relationship marketing.

Manage Marketing by the Customer Equity Test

Abstract: Managers have recently begun to think of good marketing as good conversation, as a process of drawing customers into progressively more satisfying relationships with a company. And just as the art of conversation follows two steps--first striking up a conversation with a likely partner and then maintaining the flow--so the new marketing naturally divides itself into the work of customer acquisition and the work of customer retention. But how can managers determine the optimal balance between spending on acquisition and spending on retention? Robert Blattberg and John Deighton use decision calculus to help managers answer that question. That is, they ask managers to approach the large, complex problem through several smaller, more manageable questions on the same topic. Then they use a formal model to turn those smaller judgments into an answer to the larger question. The ultimate goal, the authors say, is to grow the company's customer equity the sum of all the conversations-to its fullest potential. Recognizing that managers must constantly reassess the spending points determined by the decision-calculus model, the authors also provide a series of guidelines and suggestions to help frame the issues that affect acquisition, retention, and customer equity. When managers strive to grow customer equity rather than a brand's sales or profits, they put a primary indicator of the health of the business at the fore front of their strategic thinking: the quality of customer relationships.

Marketing Across Cultures

Abstract: Table of contents PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING 1. The cultural process 2. Cultural dynamics 1: time and space 3. Cultural dynamics 2: interactions, mindsets and behaviours PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT 4. Cross-cultural consumer Behaviour 5. Local consumers and the globalisation of consumption 6. Cross-cultural market research PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT 7. Intercultural marketing strategy 8. Product policy 1: physical, service and symbolic attributes 9. Product policy 2: managing meaning 10. The critical role of price in relational exchange 11 .International distribution and sales promotion PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS 12. Language, culture and communication 13. Intercultural marketing communications 1: advertising 14. Intercultural marketing communications 2: personal selling, networking and public relations

Relationship marketing: strategic and tactical implications

Abstract: Discusses the logic of the re‐emerging relationship approach to marketing and presents key strategic as well as tactical implications for a firm attempting to apply a relationship marketing strategy. Notes that major changes in the business philosophy may be required if relationship marketing is truly to be adopted. Otherwise the firm may just be paying lip‐service to the new philosophy. Using direct marketing techniques and developing partnerships alone are not sufficient. Relationship marketing requires much more than that.

Relationship marketing in consumer markets

Abstract: The ideas of relationship marketing have so far mainly been applied to industrial and services marketing, but may also have some relevance for consumer marketing. This paper suggests that marketing relationships will be easier to form in some types of consumer market than others, and that this inherent “relationship‐friendliness” will depend upon certain characteristics of both the market segment and the product field in question. A simple typology of consumer markets is proposed as a basis for further research in this field: it is suggested that suppliers can take action, including offering incentives, to increase the natural relationship potential of a particular product market, but that care should be taken to distinguish between actions that aim to develop marketing relationships and actions that are more appropriately interpreted and evaluated as sales promotions.

Country of origin marketing over the product life cycle: A Danish case study

Abstract: Discusses the appropriateness of using national image for international marketing purposes, based on an empirical survey carried out among 100 Danish export firms, from which the marketing strategies underlying the use of nationality in the promotion of Danish products abroad have been identified. Presents some general guidelines for the building of international brands and product images based on national image, and submits suggestions for further research. Finally, suggests that while a symbolic linkage between product and country of origin can be a useful positioning strategy in the beginning of a product’s life cycle, brand building through more abstract and emotional imagery becomes increasingly important in the later stages of the product life cycle.

Political marketing ‐ vive la différence!

Abstract: Suggests that insufficient attention has been given to the significant differences between political and product or service marketing. The rise in awareness of political marketing has coincided with a decline of party membership in Britain and an increased distance between party and voter. Considers the relationships between party leader, brand image, exposure and awareness. Notes the current absence of predictive and prescriptive theories of political marketing action, and the relative significance of exogeneous factors in electoral success. Crossovers between conventional marketing, political science and political marketing are identified for future study.

The Impact of Service Quality and Service Characteristics on Customer Retention: Small Businesses and their Banks in the UK1

Abstract: The recent developments in relationship marketing have increasingly focused attention on the beneficial effects of customer retention. The notion of building relationships and delivering quality service in order to encourage loyalty is perhaps of particular importance in the service sector where it is often argued that customer attraction costs are significantly higher than retention costs. Central to the idea of investment in the development of service quality and customer relationships is the belief that such investments will enhance loyalty, retention and profitability. Empirical evidence on the extent to which such links exist is still partial. This paper explores the relationship between service qualitylcustomer relationships and customer loyalty and retention using evidence from the UK banking sector and its small business customers.

Marketing Planning and Strategy

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Commercial and Interpersonal Relationships; Using the Structure of Interpersonal Relationships to Understand Individual-to-Individual, Individual-to-Firm, and Firm-to-Firm Relationships in Commerce

Abstract: Marketers have conceptualized relationships in many commercial settings, whether business marketing (i.e., business-to-business), services marketing (i.e., service provider-to-client), or consumer marketing (i.e., business-to-consumer). In this paper, we examine the extent to which marketing researchers might leverage that which is known about interpersonal relationships to understand the structure and characteristics of commercial dyads. We find strong support of a relationship paradigm in considering marketing phenomena in the context of commercial dyads, but different 'levels' of relational dyads are characterized by different relational dimensions.

Relationship marketing and imaginary organizations: a synthesis

Abstract: Explores the dependency between relationship marketing (RM) and new developments in organization theory. In RM, relationships, networks and interaction are in focus. The primary role of marketing is to connect suppliers and customers but RM also includes relationships with other stakeholders, both inside and outside the organization. Presents a theoretical discourse based on two recent developments in Nordic research. One is RM and its emergence from traditional marketing, services marketing, the network approach of industrial marketing, and quality management. The other is research concerning imaginary organizations, in which the organization consists of a network of relationships between suppliers, customers, subcontractors, competitors, authorities and others, rather than being a structure with clear boundaries. The synthesis of RM and imaginary organizations leads to the concept of complete marketing equilibrium, where not only the market but also the organization and society are included in a network of interactive relationships.

Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector

Abstract: 1. Introduction 2. The Research Setting 3. An Interaction Framework for the Development of Advertising Agency-Client Relationships 4. Empirical Research Design 5. Development of the Advertising Agency-Client Relationship Studied 6. A Modified Process Model of Advertising Agency-Client Relationships 7. Assessment of the Study 8. Summary

Consumer-to-Consumer Relationships: Satisfaction with Other Consumers' Public Behavior

Abstract: This national study of 554 adults investigated consumers' satisfaction with 32 behaviors in which other consumers may engage when in public business environments. Respondents were most pleased when other consumers demonstrated "gregarious" behaviors, but generally were displeased with "violent" or "grungy" behaviors. Satisfaction ratings also were found to vary somewhat by situational context (i.e., restaurant versus bowling center) and respondent characteristics (i.e., demographics, religion, smoking behavior, and alcohol consumption). Implications for consumers and businesses are discussed. Relationships between human beings are omnipresent, inescapable, and highly interdependent. As Johnson and Johnson observed, From the moment we are born to the moment we die, relationships are the core of our existence. We are conceived within relationships, are born into relationships, live our lives within relationships.... Our relationships with others form the context for all other aspects of our lives. (1989, 107) Likewise, commercial relationships are omnipresent, inescapable, and highly interdependent, with ties between businesses and consumers vital to the interests of both parties. Consumers benefit in terms of enhanced value, higher product/service quality, and greater satisfaction with their purchases (Baldrige 1994; File and Prince 1993), while businesses benefit from increased sales volume, greater operating efficiencies, positive word-of-mouth publicity, and decreased marketing expenses (Reichheld and Sasser 1990; Vavra 1992). Although many of the linkages that solidify consumer-business relationships are already well recognized, one important linkage--the focus of this article--has been insufficiently studied: The relationship between consumers and other consumers in business environments. In other words, relationships between a business and its consumer customers are enhanced when the business' customers interact with one another in a satisfying (or at least tolerable) manner.(1) More specifically, this article attempts to explicate the nature of these consumer-to-consumer relationships by (1) describing their relevance; (2) couching them in the context of a broader model of business relationships; (3) summarizing related literature from sociology, social psychology, consumer behavior, and marketing; (4) presenting a study of consumers' perceptions of other consumers' public behavior; and (5) discussing the consumer and business implications of the study's findings. BACKGROUND In recent years, an increasing number of businesses have recognized the benefits of establishing and nurturing ongoing relationships with their customers. Many have begun to shift their emphasis from discrete transactions toward forging longer term, mutually beneficial exchange relationships. Often referred to as "relationship marketing," the underpinning of this rapidly emerging business philosophy is the belief that strengthening ties with existing customers heightens customer satisfaction and business' ability to serve customers--thereby avoiding the high costs both parties may otherwise experience in the search for new, acceptable exchange partners. Thus, one-shot purchase transactions with limited profitability are transformed into continuous strings of repeat purchases with potential for greater long-term profitability (Arndt 1979; Dwyer, Schurr, and Oh 1987; Jackson 1985; Levitt 1986; Reichheld and Sasser 1990; Sheth and Parvatiyar 1994; Vavra 1992). As illustrated in Figure 1, most of the relevant literature has focused on four broad types of relational linkages. These include ties between consumers (or customers) and (1) the faceless business entity (Berry 1983; Levitt 1986; Rosenberg and Czepiel 1984), (2) the business' personnel/employees (Bitner, Booms, and Tetreault 1990; Coppett and Staples 1990; Crosby, Evans, and Cowles 1990; Czepiel 1990; File and Prince 1993; Martin 1990; Spekman and Johnston 1986), (3) the business' products and services (Baldrige 1994; Bloch and Richins 1983; Martin 1986), and (4) to the extent that the quality of relationships between personnel and consumers (Linkage 2) mirrors internal relationships, the business and its employees or "internal customers" (Berry 1981; Bowers, Martin, and Luker 1990; Gronroos 1981, 1990; Heskett 1986). …

Customer defection: a study of the student market in Ireland

Abstract: Relationship marketing stresses that relationships, and not just transactions, should be the focus of marketing strategy. Part of the rationale for this lies in retention economics which are thought to be particularly powerful. Recent literature suggests that reduction of the defection rate can increase profits far more than growth in market share, better margins and other factors usually associated with competitive advantage. This paper reports the findings of a detailed analysis into the defection rate of university student accounts from financial service organizations throughout Ireland. University students’ accounts are a particularly illustrative case study since, a priori, their lifetime value, in terms of future revenue streams, have the potential of being greater than that of many other customer types. This paper then discusses defection issues and then presents evidence from the survey. Finally, the policy and strategic implications are examined.

Political marketing and the marketing concept

Abstract: Refers to the argument that examining political and electoral processes from a marketing perspective offers new insights into the behaviour of political parties. However, research into the marketing activities of political parties is still growing at this stage, and very few papers address the marketing orientation of political parties, while none address the marketing concept. Presents the findings of an exploratory research project carried out in Queensland. The results indicate that key political marketing decision makers within the party examined often have a limited understanding of the marketing concept. The researcher’s redefinition of the marketing concept into political terms received a high level of acceptance from certain groups of respondents within the study. Shows that the marketing concept with its customer centred orientation created a major concern from the perspective of the state executive decision‐making category interviewed in this study. This was so primarily because this key decision‐making category indicated the role and significance of the voter (customer) in developing the political product is negligible.

The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm

Abstract: Discusses the theoretical and philosophical underpinnings of relationship marketing (RM) to show that RM is but one, albeit perhaps a major, manifestation of the ongoing paradigm shift in business and marketing. The rapid revolutionary changes in the economic and technological environment of business (such as the information revolution) made simultaneously both possible and necessary the changes that can be summarized as a fundamental paradigm shift. Further, it can be argued that this paradigm shift itself is a logical end result of two phenomena: the perennial quest to get closer to the customer and the ever widening scope of business and marketing towards a holistic view of the processes. The external and internal forces that led to the paradigm shift in business and marketing were manifested early in service marketing for natural reasons. Thus it is understandable that the concept of RM was first conceived of in service marketing but it is by no means limited to it. The parallel development in business is often labelled partnering (strategic alliances and partnerships).

Relationship Marketing: the Importance of Customer-Perceived Service Quality in Retail Banking

Abstract: During the last couple of years relationship marketing has been introduced within services marketing since more efficient, profitable and long-term marketing can be achieved by focusing on present customers instead of concentrating on attracting new ones. Retail banks have in this respect had a unique position as they have a well-developed system of local offices that enable them to be close to and to establish relationships to their customers. A prerequisite for a bank that wants to establish long-term customer relationships is satisfied customers who want to remain customers. In other words, the service quality as perceived by the customers must at least meet their expectations. Otherwise there is a possibility that a dissatisfied customer starts searching for another bank offering similar services, resulting in a break in the relationship with the bank, with which he was dissatisfied.

Relationship formation and governance in consumer markets: Transactional analysis versus the behaviourist approach

Abstract: Although relationship marketing (RM) is widely discussed in contemporary marketing literature, its theoretical foundations are rarely debated. Much published work on the subject relies implicitly on behaviourist exchange theory to support major propositions. Exchange theory neatly elucidates many RM hypotheses, but cannot explain the failure of campaigns that furnish customers with increasingly generous relationship rewards. Phenomenological approaches which explore the fundamental psychodynamics of supplier/customer relationships (especially the ways in which entities inwardly construct their own meanings for their experiences) represent a powerful alternative to the behaviourist model. A business, it is suggested, is like a person in that it possesses an ego, has a collective psyche, adopts specific ego states, and occupies a particular corporate life position which helps determine the nature of its relationships with its clientele. Core propositions of transactional analysis are commandeered to categor...

A review of brand loyalty measures in marketing.

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An alternative view of relationship marketing: a framework for ethical analysis

Abstract: At present, a continuing widespread debate on the moral nature of business is widely recognized. However, it seems that the ethical evaluation of business practices is not very common in the area of relationship marketing. Analyses relationship marketing from the viewpoint of ethical theories. The theories applied are deontology, utilitarianism, virtue ethics, and emotivism. Reviews and analyses studies on relationship marketing issues in order to construct a framework for the ethical analysis of relationship marketing principles. Finally presents a framework for ethical analysis in the form of a constructive solution. Includes a model or code of business ethics for relationship marketers. The code will help make relationship marketing practices ethically longer lasting and, in this way, make the practices also more competitive and profitable.

The New Marketing Paradigm: Integrated Marketing Communications

Abstract: This book tells why mass marketing no longer works - and shows how integrated communications programs can respond to each customer.