Showing papers on "Relationship marketing published in 2002"

Understanding Relationship Marketing Outcomes An Integration of Relational Benefits and Relationship Quality

Abstract: The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship quality, which focuses on the overall nature of the relationship, represent two approaches to understanding customer loyalty and word of mouth. This article integrates these two concepts by positioning 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. The results provide support for the model and indicate that the concepts ...

Customer perceived value: a substitute for satisfaction in business markets?

Abstract: In recent years, there has been a resurgence of interest in the value construct among both marketing researchers and practitioners. Despite a growing body of research, it is still not clear how value interacts with related marketing constructs. Researchers have called for an investigation of the interrelationship between customer satisfaction and customer value to reduce the ambiguities surrounding both concepts. Investigates whether customer value and satisfaction represent two theoretically and empirically distinct concepts. Also addresses whether value is a better predictor of behavioral outcomes than satisfaction in a business marketing context. Two alternative models are developed and empirically tested in a cross-sectional survey with purchasing managers in Germany. The first model suggests a direct impact of perceived value on the purchasing managers' intentions. In the second model, perceived value is mediated by satisfaction. This research suggests that value and satisfaction can be conceptualized and measured as two distinct, yet complementary constructs.

Customer perceived value: a substitute for satisfaction in business markets?

Abstract: In recent years, there has been a resurgence of interest in the value construct among both marketing researchers and practitioners. Despite a growing body of research, it is still not clear how value interacts with related marketing constructs. Researchers have called for an investigation of the interrelationship between customer satisfaction and customer value to reduce the ambiguities surrounding both concepts. Investigates whether customer value and satisfaction represent two theoretically and empirically distinct concepts. Also addresses whether value is a better predictor of behavioral outcomes than satisfaction in a business marketing context. Two alternative models are developed and empirically tested in a cross-sectional survey with purchasing managers in Germany. The first model suggests a direct impact of perceived value on the purchasing managers' intentions. In the second model, perceived value is mediated by satisfaction. This research suggests that value and satisfaction can be conceptualized and measured as two distinct, yet complementary constructs.

Marketing Social Marketing in the Social Change Marketplace

Abstract: Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing’s share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

Customer Relationship Management: Emerging Practice, Process, and Discipline

Abstract: Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on relationship marketing and other disciplines that contribute to the knowledge of CRM. A CRM process framework is proposed that builds on other relationship development process models. CRM implementation challenges as well as CRM's potential to become a distinct discipline of marketing are also discussed in this paper.

Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision

Abstract: The authors examine the influence of customer future-focused considerations, over and above the effects of satisfaction, on the customer’s decision to discontinue a service relationship. The authors find that expected future use and anticipated regret influence this decision. Understanding and managing these future-focused considerations is critical to successful dynamic customer relationship management.

Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

Abstract: The purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. Seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed. A conceptual model is introduced of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions and implications are drawn for theory and practice, and priorities are proposed for continuing research.

An examination of the relationship between trust, commitment and relationship quality

Abstract: Attempts to examine the concepts of trust and commitment, on two levels of retail relationships: the salesperson level as well as the store level, and test their impact on relationship quality. Based on a review of the literature, a conceptual model has been developed that links trust and commitment to relationship quality. A number of research hypotheses have been formulated to examine the relationships proposed. The paper presents the model developed and discusses some empirical findings from a survey of 1,261 shoppers in a departmental store setting in Victoria, Australia. In particular, the two levels of relationships (salesperson and store level) are examined from the customer’s perspective, using structural equation modelling (LISREL VIII). Concludes with a discussion of the implications of the study and provides directions for future research.

A Configurational Perspective on Key Account Management

Abstract: Most firms struggle with the challenge of managing their key customer accounts. There is a significant gap between the importance of this organizational design problem in practice and the research attention paid to it. Sound academic research on key account management (KAM) is limited and fragmented. Drawing on research on KAM and team selling, the authors develop an integrative conceptualization of KAM and define key constructs in four areas: (1) activities, (2) actors, (3) resources, and (4) approach formalization. Adopting a configurational perspective to organizational research, the authors then use numerical taxonomy to empirically identify eight prototypical KAM approaches on the basis of a cross-industry, cross-national study. The results show significant performance differences among the approaches. Overall, the article builds a bridge between marketing organization research and relationship marketing research.

Relationship Marketing in the New Economy

Abstract: This article aims to put relationship marketing in the context of the New Economy; it is a quest for valid and practical theory. It is preoccupied with the reigning marketing management paradigm and a shift to a relationship marketing paradigm. A systemic view, referred to as total relationship marketing, is presented together with the core values and beliefs of relationship marketing. The article concludes that relationship marketing is fundamentally different from traditional marketing management and that successful implementation requires new mindsets.

Relationship Marketing: Creating Stakeholder Value

Abstract: Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Adopting customer relationship management technology

Abstract: Now customer relationship marketing (CRM) solutions might be the hottest topic in business world CRM impelled the growth of both B2B and B2C markets But the issue is how to apply the cutting‐edge CRM solutions Do people really understand what CRM is and why they should install CRM? The mistaken concept of CRM may have disastrous effects on the company This paper begins with the basic concepts of CRM, elaborates the characteristics, reviews its brief history and addresses the current status of CRM Then it develops the extended concepts of CRM from micro‐ and macro‐ perspectives In the “Implementation and tips” section, it concludes the proper steps to approach CRM and how to bear a right attitude towards CRM solutions Related Government rules are also covered

Relating Brand and Customer Perspectives on Marketing Management

Abstract: What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that researchers and managers can improve their understanding and use of customer and brand perspectives on marketing. The authors seek to determine the relationship between the two assets and perspectives in terms of similarities and differences. They examine the development of customer and brand perspectives and describe how each adds value to the firm and to the customer. Subsequently, they delineate possible approaches for measuring marketing assets. They discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies. They conclude by suggesting future research directions.

The effect of relationship marketing orientation on business performance in a service‐oriented economy

Abstract: Although a large body of research theoretically asserts a positive association between relationship marketing orientation (RMO) and business performance, a valid measure of RMO has not yet been proposed and systematic analysis of its effect on business performance has thus far not been possible. This paper addresses some conceptual and measurement issues related to the study of RMO and its impact on business performance in a service context. It first reviews the concept of RMO and its important dimensions. Next, a measurement scale with acceptable reliability and validity is developed to capture the dimensions of RMO. In turn, analysis of data shows that RMO is positively and significantly associated with sales growth, customer retention, market share, ROI, and overall performance. The implications of these findings are discussed and the limitations of the study as well as future research directions are addressed.

Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management

Abstract: This article develops a framework for assessing how marketing actions affect customers’lifetime value to the firm. The framework is organized around four critical actions that firms must take to effectively manage the asset value of the customer base: database creation, market segmentation, forecasting customer purchase behavior, and resource allocation. In this framework, customer lifetime value is treated as a dynamic construct, that is, it influences the eventual allocation of marketing resources but is also influenced by that allocation. By viewing customers as assets and systematically managing these assets, a firm can identify the most appropriate marketing actions to acquire, maintain, and enhance customer assets and thereby maximize financial returns. The article discusses in detail how to assess customer lifetime value and manage customers as assets. Then, it identifies key research challenges in studying customer asset management and the managerial challenges associated with implementing effecti...

Customer Relationship Management: In B2C Markets, Often Less is More:

Abstract: Customer Relationship Management (CRM) is premised on the belief that developing a relationship with customers is the best way to gain their loyalty. It is argued that loyal customers are more profitable than non-loyal customers. Recently, academic researchers have questioned some of the key premises that are used to support CRM in general, and relationship marketing and customer loyalty programs in particular. This article critically examines the assumptions that underpin CRM and presents the results of research that is skeptical of its value. CRM should only be adopted after a careful appraisal of its cost-effectiveness.

The Effects of Marketing Education and Individual Cultural Values on Marketing Ethics of Students

Abstract: This study investigates the relationships between marketing education and individual cultural valuesand college stu dents’ marketing ethics. Using Vitell, Rallapalli, and Singhapakdi’smarketing normsscale and Yoo, Donthu, and Lenartowicz’s five-dimensional measure of culture operationalized at the individual level, the study reveals that formal and informal marketing educationsare positively related to the level of marketing ethics. Collectivism, uncertainty avoidance, and Confucian dynamism are positively related to the level of marketing ethics, whereas masculinity and power distance are negatively related to the level of marketing ethics. Implications for ethics education are discussed.

Marketing Management: A Relationship Approach

Abstract: Preface 1. Introduction PART 1: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2. Identification of the firms' core competencies 3. Development of the firm's competitive advantages: from a macro (global) to a micro perspective PART 2: ASSESSING THE EXTERNAL MARKETING SITUATION (EXTERNAL) 4. Customer behaviour 5. Competitor analysis/Intelligence (CI) 6. Analysing relationships in the value chain PART 3: DEVELOPING MARKETING STRATEGIES 7. SWOT analysis and the strategic marketing planning 8. Segmentation, targeting, positioning and competitive strategies 9. International marketing strategies 10. E-commerce strategies PART 4: DEVELOPING MARKETING PROGRAMS -- DECISION ON THE MARKETING MIX 11. Product and service decisions 12. Pricing decisions 13. Distribution decisions 14. Communication decisions 15. Establishing, developing and managing buyer-seller relationships PART 5: ACTION PLANNING: ORGANIZING AND CONTROLLING THE MARKETING EFFECT 16. Building the Marketing Plan: Organizing and Implementing 17. Budgeting and controlling 18. Ethical and environmental aspects of Marketing Glossary Index

Customer‐relationship levels – from spurious to true relationships

Abstract: Relationship marketing (RM) has been widely accepted as an important determinant of long‐term business success and is believed to be especially well suited for services because of the personal contact between customers and service providers. Past research has focused mainly on the advantages of RM for companies, while less attention has been paid to relationships from the customer’s point of view. We suggest that relationships may be described as ranging from spurious to true, depending on customer‐perceived relationship benefits, trust and commitment. A qualitative study of customer relationships was conducted in a car dealership, where profitability depends on customer commitment to both after‐sales services and the car brand. Customer relationships were found to be more spurious than true. The study revealed that behavioural commitment to after‐sales services was high, but that affective commitment was low to moderate. Customers were satisfied but did not perceive the services to be superior to the competitors’ service offerings. They trusted authorised repair in general and did not feel that after‐sales service would have more than a minor influence on their future car purchases.

Thinking about relationship marketing: where are we now?

Abstract: Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.

Trust in industrial service relationships: behavioral consequences, antecedents and the moderating effect of the duration of the relationship

Abstract: Building on previous studies which suggested that trust is a critical factor in facilitating exchange relationships, the authors investigate with empirically derived data the role of service quality and customer bonding as antecedents of trust in relatively newer vis‐a‐vis a relatively mature relationship between the provider of business‐to‐business services and the client. The findings presented here show that the time element is critical to the effect that both service quality and successful customer bonding bear in trust development. Furthermore, the results of the study suggest that not all dimensions of the quality of the service offered by the provider contribute equally in the provider’s trustworthiness. Similarly, specific customer bonding techniques foster the extent to which the client trusts the service provider while others do not have an impact on the trustworthiness of the provider.

Internal Marketing: Tools and Concepts for Customer-Focused Management

Abstract: Section I: Internal marketing theory - What is internal marketing? Models of internal marketing: how internal marketing works The tools of internal marketing Internal marketing and human resource management A framework for empowering employees Section II: Internal marketing applications - Total quality management (TQM) and internal marketing Innovation and internal marketing Knowledge management, learning and internal marketing Section III: Internal marketing case studies: Atlantic Richfield Company Aydlotte & Cartwright inc. Barclay card services (BCS) Barnardos Boatman Trust Company CSX Eastman Chemical Company First Union GTE Supply Lutheran Brotherhood Midland Bank Nations Bank Norwich Union Provena St Luke's Hospital Terminix International Thomas Cook Thomas and Mack Centre (TMC).

Destination marketing organisations—Connecting the experience rather than promoting the place

Abstract: Destination marketing organisations (DMOs) have long been structured and their strategies influenced by traditional distribution processes and passive customers. Now things have changed, with the c...

Customer Relationship Management: Integrating Marketing Strategy and Information Technology

Abstract: Preface. About the Authors. The Nature of Customer Relationship Management. Understanding Customer Differences. Information Technology and Collecting Customer Data. The CRM Data Warehouse. Customer Loyalty. Customer Retention Strategies. Winback and Acquisition Strategies. Sales Force Automation and Automated Customer Service Centers. The Basics of Data Mining, Online Analytical Processing, and Information Presentation. Measuring Customer Satisfaction and Loyalty. Issues for Implementing CRM Systems. Business Index. Subject Index.