Showing papers on "Relationship marketing published in 2005"

A Strategic Framework for Customer Relationship Management

Abstract: In this article, the authors develop a conceptual framework for customer relationship management (CRM) that helps broaden the understanding of CRM and its role in enhancing customer value and, as a result, shareholder value. The authors explore definitional aspects of CRM, and they identify three alternative perspectives of CRM. The authors emphasize the need for a cross-functional, process-oriented approach that positions CRM at a strategic level. They identify five key cross-functional CRM processes: a strategy development process, a value creation process, a multichannel integration process, an information management process, and a performance assessment process. They develop a new conceptual framework based on these processes and explore the role and function of each element in the framework. The synthesis of the diverse concepts within the literature on CRM and relationship marketing into a single, process-based framework should provide deeper insight into achieving success with CRM strategy...

The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention

Abstract: In a study of telecommunications services, the authors examine the effects of customer satisfaction, affective commitment, and calculative commitment on retention. The study further examines the potential for situational and reactional trigger conditions to moderate the satisfaction–retention relationship. The results support consistent effects of customer satisfaction, calculative commitment, and prior churn on retention. Prior churn also moderates the satisfaction–retention relationship. The results have implications for both customer relationship managers and researchers who use satisfaction surveys to predict behavior.

On relationship marketing

Abstract: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

The Role of Relational Information Processes and Technology Use in Customer Relationship Management

Abstract: Drawing on the relationship marketing and market information processing literature streams, the authors conceptualize and measure relational information processes, or organizational routines that are critical for customer relationship management (CRM). The authors examine the key drivers and outcome of relational information processes and the role of technology in implementing CRM using data collected from a diverse sample of firms. The results show that relational information processes play a vital role in enhancing an organization's customer relationship performance. By moderating the influence of relational information processes on customer relationship performance, technology used for CRM performs an important and supportive role. The study provides insights into why the use of CRM technology might not always deliver the expected customer relationship performance outcome.

Antecedents and Consequences of Customer – Company Identification: Expanding the Role of Relationship Marketing

Abstract: This article presents an empirical test of organizational identification in the context of customer–company (C-C) relationships. It investigates whether customers identify with companies and what the antecedents and consequences of such identification are. The model posits that perceived company characteristics, construed external image, and the perception of the company’s boundary-spanning agent lead to C-C identification. In turn, such identification is expected to impact both in-role behavior (i.e., product utilization) as well as extra-role behavior (i.e., citizenship). The model was tested in a consultative selling context of pharmaceutical sales reps calling on physicians. Results from the empirical test indicated that customers do indeed identify with organizations and that C-C identification positively impacts both product utilization behavior and extra-role behavior even when the effect of brand perception is accounted for. Second, the study found that the organization’s characteristics as well as the salesperson’s characteristics contributed to the development of C-C identification.

A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go

Abstract: The goal of this preface is to describe how the special section on customer relationship management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the Teradata Center for Customer Relationship Management at Duke University, proposed that Journal of Marketing (JM) publish a special section. The proposal included activities that were designed to promote interactions among marketing academics and practitioners; the goal was to stimulate dialogue and new research on CRM. I found the proposal attractive because CRM is a broad-based topic that interests many marketers. After extensive discussion, the American Marketing Association (AMA) and the Teradata Center formally agreed to cosponsor the special section. Subsequently, there was a conference on Relationship Marketing and Customer Relationship Management (cochaired by Michael Ehret, Wesley Johnston, Michael Kleinaltenkamp, and Lou Pelton) that took place at Freie Universitat Berlin in the summer of 2003; a conference on Cus...

Antecedents and consequences of customer-company identification: expanding the role of relationship marketing.

Abstract: This article presents an empirical test of organizational identification in the context of customer-company (C-C) relationships It investigates whether customers identify with companies and what the antecedents and consequences of such identification are The model posits that perceived company characteristics, construed external image, and the perception of the company's boundary-spanning agent lead to C-C identification In turn, such identification is expected to impact both in-role behavior (ie, product utilization) as well as extra-role behavior (ie, citizenship) The model was tested in a consultative selling context of pharmaceutical sales reps calling on physicians Results from the empirical test indicated that customers do indeed identify with organizations and that C-C identification positively impacts both product utilization behavior and extra-role behavior even when the effect of brand perception is accounted for Second, the study found that the organization's characteristics as well as the salesperson's characteristics contributed to the development of C-C identification

Balancing Acquisition and Retention Resources to Maximize Customer Profitability

Abstract: In this research, the authors present a modeling framework for balancing resources between customer acquisition efforts and customer retention efforts. The key question that the framework addresses is, “What is the customer profitability maximizing balance?” In addition, they answer questions about how much marketing spending to allocate to customer acquisition and retention and how to distribute those allocations across communication channels.

Customer intention to return online: price perception, attribute‐level performance, and satisfaction unfolding over time

Abstract: Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper seeks to fill this gap in the literature.Design/methodology/approach – This paper builds propositions about the role of price and customer satisfaction at different stages on customers' intention to return. Research hypotheses are developed based on theory from the combined literatures of services, product pricing, and behavioral decision theory. Data from the e‐retailing industry related to two specific periods of shopping experience (at checkout and after delivery) are used in the empirical tests. Structural equation modeling is employed to test the hypothesized relationships.Findings – The findings of this study indicate that after‐delivery satisfaction has a much stronger influence on both overall customer satisfac...

Customer acceptance of internet banking in Estonia

Abstract: Purpose – The purpose of this paper is to study technology acceptance of internet banking in Estonia, an emerging east European economy.Design/methodology/approach – The present paper modifies the technology acceptance model and applies it to bank customers in Estonia, because Estonia, a country with a developing economy, has focused on internet banking as an important distribution channel.Findings – The findings suggest that internet bank use increases insofar as customers perceive it as useful. The perceived usefulness is central because it determines whether the perceived ease of internet bank use will lead to increased use of the internet bank. Put differently, a well‐designed and easy to use internet bank may not be used if it is not perceived as useful. We thus conclude that the perceived usefulness of internet banking is, for banks, a key construct for promoting customer use. We also suggest that models of technology acceptance should be re‐formulated to focus more on the key role of the perceived ...

Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction

Abstract: Purpose – This research seeks to empirically evaluate the influence of the underpinnings of relationship marketing on the perceived quality of bank‐customer relationship, and on customer satisfaction in the Malaysian banking sector.Design/methodology/approach – A field survey of bank customers in Malaysia was conducted using a questionnaire. The data were factor‐analysed to determine the key dimensions of RM. The resulting dimensions were applied in the subsequent discriminant analyses conducted to determine which factors discriminate between customers on the basis of perceived bank‐customer relationship quality and customer satisfaction.Findings – The results show that five key dimensions, namely: competence, communication, conflict handling, trust, and relationship quality, discriminate between customers in terms of perceived relationship quality and customer satisfaction. Moreover, overall bank‐customer relationship quality discriminates between satisfied customers and those who are not.Research limita...

How commitment both enables and undermines marketing relationships

Abstract: Purpose – The relationship marketing literature puts forward that customer commitment is central to the development of marketing relationships. The purpose of this paper is to investigate the extent to which two components of customer commitment (affective commitment and continuance commitment) both enhance and undermine customer loyalty.Design/methodology/approach – A theoretical model was developed to determine the extent to which the components of commitment both served as mediators of and interacted with one another in the relationship between service quality and switching and advocacy intentions. This model was examined in a survey of customers in three service settings; financial services, retail‐grocery services and telecommunications services.Findings – Commitment serves as a partial mediator of the service quality‐loyalty relationship. It was also found that affective commitment made a negative impact on switching intentions and a positive impact on advocacy intentions in all three service settin...

E-marketing

Abstract: The 5th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.

Strategic firm commitments and rewards for customer relationship management in online retailing

Abstract: Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the context of online retailing, the authors consider the effects of two key strategic commitments of online retailers on the performance effect of CRM: their bricks-and-mortar experience and their online entry timing. They test the proposed model with a multimethod approach that uses manager ratings of firm CRM and strategic commitments and third-party customers' ratings of satisfaction from 106 online retailers. The findings indicate that firms with moderate bricks-and-mortar experience are better able to leverage CRM for superior customer satisfaction outcomes than firms with either low or high bricks-and-mortar experience. Likewise, firms with moderate online experie...

Managing marketing communications with multichannel customers

Abstract: This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. The authors describe and then demonstrate the process with enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer.

Customer Relationship Management: A Databased Approach

Abstract: Preface. PART I: DATABASE MARKETING STRATEGY. Chapter 1. CRM, Database Marketing, and Customer Value. Chapter 2. CRM Industry Landscape. Chapter 3. Strategic CRM. Chapter 4. Implementing the CRM Strategy. Chapter 5. Introduction to Customer-Based Marketing Metrics. Chapter 6. Customer Value Metrics-Concepts and Practices. PART II: IMPLEMENTATION OF DATABASE MARKETING. Chapter 7. Using Databases. Chapter 8. Designing Loyalty Programs. Chapter 9. Effectiveness of Loyalty Programs. Chapter 10. Data Mining. Chapter 11. Campaign Management. PART III: ADVANCES IN CRM APPLICATIONS. Chapter 12. Applications of Database Marketing in B-to-C and B-to-B Scenarios. Chapter 13. Application of the Customer Value Framework to Marketing Decisions. PART IV: CHANNELS AND CRM. Chapter 14. Impact of CRM on Marketing Channels. Glossary. Index.

Customer involvement in new product development: A relationship marketing perspective

Abstract: Purpose – The purpose of the paper is to create an increased understanding of new product development processes concerning customer involvement. A relationship marketing perspective has provided the theoretical basis, allowing a new perspective.Design/methodology/approach – A qualitative, multiple case study, based on in‐depth interviews in three small companies and three large, multinational enterprises has been carried out.Findings – The findings indicate the value of cross‐functional teams and customer involvement. The use of formal methods for customer involvement, however, is found to be limited. Some creative ways of using cross‐functional teams in small companies are described.Research limitations/implications – A framework for customer involvement in new product development, based on the levels of relationships, is proposed. This framework conceptualises the customer‐involvement options identified in earlier research, based on the levels of relationship as defined in relationship marketing theory....

A stakeholder approach to relationship marketing strategy: The development and use of the “six markets” model

Abstract: – The purpose of this paper is to examine the development, extension and use of the “six markets” model and to outline a framework for analysing stakeholder relationships and planning stakeholder strategy., – The “six markets” stakeholder model is examined. Refinement of the model and improved understanding as a result of field‐based research is described. A stakeholder relationship planning framework is proposed., – The paper examines the use of the “six markets” model in a wide range of organisational contexts utilizing a range of research approaches. A stakeholder relationship planning model is developed consisting of four inter‐related elements, i.e. stakeholder value propositions, value delivery design, stakeholder relationship marketing plans, and measurement and feedback., – The article suggests a number of areas for future research, including the development of planning approaches for different classes of stakeholders and more detailed testing of the stakeholder model and planning framework in specific market sectors., – The research suggests that managers find that the development and implementation of relationship plans for the key stakeholder markets generates valuable new knowledge and insights into stakeholder conditions, constraints and opportunities., – This article contributes to knowledge in the relationship marketing and stakeholder theory areas through the development, refinement and use of a planning model that addresses the complexity of stakeholder relationships and networks. The stakeholder planning approach that is developed represents a means by which managers can achieve greater transparency of stakeholders' interests and improved rigour in planning relationships with stakeholders.

Re-examining Salesperson Goal Orientations: Personality Influencers, Customer Orientation, and Work Satisfaction

Abstract: Several scholars have noted the importance of relationship marketing and the critical role that salesperson knowledge plays in the formation of buyer-seller relationships. However, research on salesperson learning motivations has been relatively scarce compared with research on firm-level learning orientations. One promising stream of research in this area is salesperson goal orientation. Drawing from previous work in control theory, the authors extend previous research in this area by proposing relationships between personality influencers, goal orientations, customer/selling orientation, and overall work satisfaction. Their hypotheses are tested using data obtained from a sample of 190 real estate agents. The results provide support for their hypothesized model. Specifically, learning orientation is shown to positively influence customer orientation, while performance orientation is shown to positively influence selling orientation.