Showing papers on "Relationship marketing published in 1997"
TL;DR: In this paper, a model of relationship maintenance is developed and propositions are presented regarding the antecedents and consequences of customers' relationship maintenance, and theoretical and practical implications of the paper are discussed.
1,637 citations
TL;DR: In this paper, the authors developed a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality, and developed a more comprehensive view of the customer's quality perception.
Abstract: Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical investigations in this area indicate that a direct relationship between these constructs is weak or even nonexistent. The overall purpose of this article is to develop a conceptual foundation for investigating the customer retention process, with the use of the concepts of customer satisfaction and relationship quality. The article involves a critical examination of the satisfaction ‐ retention relationship, and the development of a more comprehensive view of the customer’s quality perception. ©1997 John Wiley & Sons, Inc.
1,334 citations
TL;DR: In this article, a value-driven approach to how long-term value needs are fulfilled is discussed, which goes beyond the product concept and develops a resources-and-competencies approach to the market offer.
Abstract: Marketing from a relational perspective, or relationship marketing, requires that a firm offers more resources and activities than a core product (goods or services) in order to satisfy the long‐term value needs of its customers. In the present article a value‐driven approach to how such long‐term needs are fulfilled is discussed. The analysis goes beyond the product concept and develops a resources‐and‐competencies approach to the market offer. However, a relational approach to marketing can be expected to be successful only if the firm adopts a true relational intent and the customer is in a relational mode. Therefore, the concepts of relational and transactional intent and relational and transactional mode, respectively, are also introduced and discussed.
850 citations
TL;DR: The authors discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Abstract: Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait‐jacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking.
837 citations
TL;DR: In this paper, the authors explore the characteristics of four types of network organization that may represent prototypes of the dominant organizations of the next century, i.e., the internal market network, the vertical market networks, the intermarket network, and the opportunity network.
Abstract: The marketing environment in the 21st century promises to be knowledge rich and very turbulent. The classic, vertically integrated, multidivisional organization, so successful in the 20th century, is unlikely to survive in such an environment. The evidence indicates it will be replaced by new forms of network organization consisting of large numbers of functionally specialized firms tied together in cooperative exchange relationships. This article explores the characteristics of four types of network organization that may represent prototypes of the dominant organizations of the next century. These include the internal market network, the vertical market network, the intermarket network, and the opportunity network. The economic rationale and the types of coordination and control mechanisms driving network organizations are very distinct from those studied under the current exchange or dyadic paradigm. This article analyses the kinds of changes involved in key variables and their meanings in moving from a dyadic view of exchange to a network view.
795 citations
TL;DR: In this paper, the authors present an argument for developing a customer value change theory and propose a model that incorporates those events likely to trigger changes in three forms of value: values, desired value, and value judgements.
425 citations
TL;DR: In this article, the authors focus on the relationship that firms need to develop with their suppliers and propose that effective relationship with suppliers will provide firms with next-generational competitive advantage.
401 citations
TL;DR: In this paper, the authors investigated current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms and concluded that transactional marketing is relevant and practised concurrently with various types of relational marketing.
Abstract: In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.
390 citations
TL;DR: In this paper, the authors argue that although perfect competition theory cannot provide a theoretical foundation for relationship marketing's "cooperate-to-compete" thesis, the recently developed "resource advantage" theory of competition can do so.
Abstract: A common element of all views of relationship marketing is the “co‐operate‐to‐compete” thesis. That is, to be an effective competitor often requires one to be an effective co‐operator. One implication of this thesis is that not all instances of firms co‐operating with each other constitute anti‐competitive collusion. This article argues that, although neoclassical, perfect competition theory cannot provide a theoretical foundation for relationship marketing's “co‐operate‐to‐compete” thesis, the recently developed “resource‐advantage” theory of competition can do so. Furthermore, this article uses resource‐advantage theory to address the relationship portfolio conundrum. Specifically, the paper argues that firms should develop a relationship portfolio that is comprised of relationships that constitute relational resources.
334 citations
TL;DR: The 30R approach as discussed by the authors is based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing and it is a paradigm shift, not an add-on to traditional marketing management.
Abstract: Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing ‐ the 30R approach. Brings up inconsistencies in marketing, among them the mix‐up between relationship marketing as a phenomenon and a term; values and ethics; practice versus theory and education; differences between Europe and the USA; and the ghost‐hunt for an unambiguous definition. Concludes that relationship marketing requires a dramatic change in marketing thinking and behaviour; it is a paradigm shift, not an add‐on to traditional marketing management.
330 citations
TL;DR: In this article, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice.
Abstract: The term Relationship Marketing has been used in a multitude of ways to describe and define marketing in the contemporary environment. This has led to the term being loosely defined and applied in the literature, resulting in frustration for both researchers and practitioners. Therefore, a classification scheme is developed from analysis of the extant literature, and used to systematically examine the meaning of marketing across twelve dimensions which reflect issues related to marketing practice. From this scheme, the authors identify two ‘perspectives’ of marketing, which encompass four distinguishable ‘types’ of marketing. Implications for future research in the area are discussed.
Book•
01 Nov 1997
TL;DR: An overview of services marketing can be found in this article, where the authors discuss the nature of service marketing fundamental differences between goods and services similarities and differences among service industries consumer behaviour in services marketing ethical issues in service marketing.
Abstract: An overview of services marketing: the nature of services marketing fundamental differences between goods and services similarities and differences among service industries consumer behaviour in services marketing ethical issues in services marketing. Service strategy: managing the service experience - process issues promotion pricing issues managing in the physical environment people issues. Assessing and improving service delivery: defining and measuring customer satisfaction defining and measuring service quality service failures and recovery strategies customer retention developing company excellence.
TL;DR: In a survey of the largest-ever national survey of ISO 9000 (BS EN ISO 9000), which has been installed in 95,000 companies internationally, the authors reported the marketing considerations which motivate companies to seek certification and the marketing benefits which accrue from certification.
Abstract: Reports a survey of the largest‐ever national survey of the international quality management system, ISO 9000 (BS EN ISO 9000), which has been installed in 95,000 companies internationally. Specifically, reports the marketing considerations which motivate companies to seek certification and the marketing benefits which accrue from certification. Mail surveys were carried out on 4,250 certificated organizations; 1,220 (28.7 per cent) responded. Marketing considerations were secondary in seeking registration, and outcomes related to profitability and process improvement were more highly valued than marketing benefits.
TL;DR: A firm's marketing orientation and entrepreneurial orientation intuitively should relate to organizational performance as mentioned in this paper, and a theory can be found concerning the causes and consequences of these orientations concerning organizational performance.
Abstract: A firm's marketing orientation and entrepreneurial orientation intuitively should relate to organizational performance. Considerable theory can be found concerning the causes and consequences of ea...
TL;DR: In this paper, the authors draw conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation is indeed a significant contributor to the company's performance.
TL;DR: In this paper, the similarities and differences between relationship marketing studies and network studies are analyzed, and the conclusion is that relationship marketing in its limited interpretation is just a development within the marketing mix approach.
Abstract: Predating the increased attention by marketing academics on relationship marketing, European marketing scholars developed a network approach to the study of industrial markets that is also based on relationships between seller and buyer as a fundamental concept. This article aims to analyse the similarities and the differences between relationship marketing studies and network studies. After comparative analyses of definitions, empirical and research foundations, attributes related to governance structures and to the marketing mix approach and of major issues addressed in the research agendas, the conclusion is: relationship marketing in its limited interpretation is just a development within the marketing mix approach. Relationship marketing in its extended interpretation is, or rather could become, close to the markets‐as‐networks approach. However the basic attribute in network studies of “embeddedness” is largely missing in relationship marketing. To develop relationship marketing as a generic concept...
TL;DR: In this article, the authors describe a framework for understanding the development of key account relationships and present a comprehensive guide to the current practice of key accounts management and comments on the challenges for the future of Key Account Management practice.
Abstract: Key account management is a natural development of customer focus and relationship marketing in business‐to‐business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. This paper describes a framework for understanding the development of key account relationships. It has also incorporated a comprehensive guide to the current practice of key account management and comments on the challenges for the future of key account management practice. The paper is based on research involving in‐depth interviews with key account managers, their managers and their main contacts in the customer organisation. The scope of key account management is widening and becoming more complex. The skills of professionab involved in it at strategic and operational levels need to be constantly updated and developed. This paper demonstrates how key account management can be implemented and points decision‐makers in the right direction for better practice in the long term.
TL;DR: In this paper, the authors examined empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms and found that there are several relationships between marketing standardization and Colombian firms' export intensity and the nature and strength of each relationship depends on the specific dimension of marketing standardisation being examined.
Abstract: Examines empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms. Also investigates standardization of the finer aspects of the marketing mix variables than previous studies have addressed. In addition, links marketing standardization to Colombian firms’ export intensity. Suggests that Colombian firms appear to pursue different degrees of standardization with respect to different dimensions of their international marketing strategy. Also suggests that there are several relationships between marketing standardization and Colombian firms’ export intensity, and the nature and strength of each relationship depends on the specific dimension of marketing standardization being examined. Discusses the implications of these findings for research and management.
TL;DR: In this paper, six constructs associated with current relationship marketing theory and research are discussed: relationship dependence, trust, commitment, communication, cooperation, and equity, which are used as descriptors to develop profiles of a successful partnering relationship and a typical relationship between a wood products distributor and two manufacturing principals.
TL;DR: In this article, the authors argue that "retrospective" or historical analyses, that facilitate the calculation of customer relationship profitability, form an excellent starting point for segmentation of customer bases.
Abstract: Segmentation continues to be an important marketing concept also in a relationship marketing context. Relationship marketing is, however, more interested in enhancing the existing customer relationships and this generates a need for a better understanding of the existing customer base. The paper argues that “retrospective” or historical analyses, that facilitate the calculation of customer relationship profitability, form an excellent starting point for segmentation of customer bases. Such segmentation is shown to be a strong analytical instrument as a basis for formulating marketing strategies. By using empirical data collected from two extensive case studies of retail banks in the Nordic countries the paper illustrates different ways of segmenting customer bases.
TL;DR: A review of the research on retail marketing can be found in this article, where a reorientation of the role of retailers away from the prevailing focus on distribution toward an emphasis on integrated communications and the management of customer relationships is discussed.
TL;DR: It is concluded that priority should be given to health-oriented approaches rather than market-oriented strategies, and that social marketing is a tool not a solution for health education's and health promotion's problems.
Abstract: There is a longstanding debate on the contribution of social marketing to public health in general, and to health education and health promotion in particular. This paper presents further discussio...
TL;DR: The authors conducted an exploratory investigation of consumer and direct marketers' attitudes in one Canadian city towards information privacy issues and found that both managers and consumers are concerned about the intended uses for consumer information, they tend to focus on different aspects of information privacy.
TL;DR: The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30-40 years and it won't be business as usual.
Abstract: The first of approximately 77 million baby boomers turned 50 in 1996 and this signaled the start of what is to become one of the greatest marketing movements ever seen in the USA in a movement which will last some 30‐40 years and it won’t be business as usual. The older customer is selective and also very discerning. They listen, they read, they remember but, above all else, they are skeptical. One of the strongest actions that a business can do with this mature market is to create a relationship with them. To do so puts you in a position to succeed.
TL;DR: In this paper, the authors propose intimacy theory as the basis of services relationships communicated by advertising and advocate it as more generalizable across services marketing situat-a-tation.
Abstract: The article proposes intimacy theory as the basis of services relationships communicated by advertising. It advocates intimacy theory as more generalizable across services marketing situat...
TL;DR: Souder et al. as discussed by the authors compared the relative NPD proficiency of small, technology-based firms in the United States and New Zealand and found that the N.Z. firms placed greater emphasis on marketing skills and NPD proficiencies.
Journal Article•
Book•
15 Sep 1997
TL;DR: In this paper, the authors present a case study of marketing behavior in terms of consumer psychology and a theory of consumer situation, which they call the "science of behaviour in marketing".
Abstract: PART 1: INTRODUCTORY - Only Diverge - PART 2: THE BEHAVIOUR OF CONSUMERS' ATTITUDES - Marketing's Attitude Problem - Why Not Try Behaviour? - PART 3: BEHAVIOURAL SCIENCE IN MARKETING - A Science of Behaviour - A Theory of Consumer Situation - PART 4: WHAT MARKETING DOES - The Marketing Firm - Case Studies of Marketing Behaviour - Marketing Relationships - References
TL;DR: In this article, the authors reviewed the literature on relationship marketing and privacy, and the findings of six exploratory focus group discussions, conducted in the UK, are presented, suggesting that what some consumers define as "intrusion" is similar to what has been called "intimacy" by marketers.
Abstract: The relationship marketing paradigm is gaining increasing credence in consumer markets. Marketers need to get close to their customers to establish exchange relationships, and this “intimacy” is achieved using database technology and direct marketing communications. However, in implementing relationship marketing in this way, the potential exists for the use of technology to result in invasions of individual consumer privacy. The literature on relationship marketing and privacy are reviewed, and the findings of six exploratory focus group discussions, conducted in the UK, are presented. The study suggests that what some consumers define as “intrusion” is similar to what has been called “intimacy” by marketers. Nine propositions are presented which reflect the implications of current approaches to relationship marketing in consumer markets. In particular, the integral elements of meaningful relationships are absent or inhibited as a result of consumer concerns over intrusions of their privacy. Thus, market...
TL;DR: In this paper, a review of practices of marketing towards ethnic minorities reveals several perspectives on the importance of ethnic minority consumers in American society, and the role of ethnic minorities in the marketing process.
Abstract: Recent demographic changes indicate the increasing importance of ethnic minority consumers in American society. A Review of practices of Marketing towards ethnic minorities reveals several perspect...