Showing papers on "Relationship marketing published in 2019"

Online relationship marketing

Abstract: Online interactions have emerged as a dominant exchange mode for companies and customers. Cultivating online relationships—defined as relational exchanges that are mediated by Internet-based channels—presents firms with challenges and opportunities. In lockstep with exponential advancements in computing technology, a rich and ever-evolving toolbox is available to relationship marketers to manage customer relationships online, in settings including e-commerce, social media, online communities, mobile, big data, artificial intelligence, and augmented reality. To advance academic knowledge and guide managerial decision making, this study offers a comprehensive analysis of online relationship marketing in terms of its conceptual foundations, evolution in business practice, and empirical insights from academic research. The authors propose an evolving theory of online relationship marketing, characterizing online relationships as uniquely seamless, networked, omnichannel, personalized, and anthropomorphized. Based on these five essential features, six tenets and 11 corresponding propositions parsimoniously predict the performance effects of the manifold online relationship marketing strategies.

Impact of social commerce constructs and social support on social commerce intentions

Abstract: The purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead to use behaviour of social networking sites for social commerce.,Data were collected from 343 users of social networking sites in Pakistan. The data analysis was conducted using PLS-SEM.,The results show that SCCs have empowered consumers through the existence of virtual groups, ratings and reviews and recommendations and referrals, thereby having a significant impact on social commerce intentions. The relationship quality with social networking sites, measured through commitment, satisfaction and trust, also proved to be a leading forecaster of social commerce intentions. The impact of social support could not positively influence the relationship quality with the social networking site. However, social support influences the social commerce intentions significantly.,Future research should enrich model with some moderating variables and data may be collected from actual online shoppers only.,This study provides valuable insights to retailers to formulate their social commerce strategies as per decision factors results to have maximum engagement of consumers in social commerce.,The study proposes the unique model for finding the social commerce intentions and use behaviour using social support theory, relationship marketing theory and information systems literature.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Abstract: The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.,A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.,The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.,This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.,The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation

Abstract: Corporate social responsibility (CSR) is a force to “pull” customers to the organizational mission and values, and influence them to contribute to the organization. The primary purpose of the research is to assess how CSR contributes to customer value co-creation. The research also seeks evidence on the moderation mechanisms of servant leadership and relationship marketing orientation for the effect of CSR on customer value co-creation behavior. The data were collected from 873 employees and 873 customers in software industry in Vietnam context. The data analysis supported the positive effect of CSR on customer value co-creation behavior. Servant leadership and relationship marketing orientation were also found to play moderating roles for the CSR–customer value co-creation linkage.

E-commerce Ethics and Its Impact on Buyer Repurchase Intentions and Loyalty: An Empirical Study of Small and Medium Egyptian Businesses

Abstract: The theoretical understanding of e-commerce has received much attention over the years; however, relatively little focus has been directed towards e-commerce ethics, especially the SMEs B2B e-ecommerce aspect. Therefore, the purpose of this paper is to develop and empirically test a framework that explains the impact of SMEs B2B e-commerce ethics on buyer repurchase intentions and loyalty. Using SEM to analyse the data collected from a sample of SME e-commerce firms in Egypt, the results indicate that buyers’ perceptions of supplier ethics construct is composed of six dimensions (security, non-deception, fulfilment/reliability, service recovery, shared value, and communication) and strongly predictive of online buyer repurchase intentions and loyalty. Furthermore, our results also show that reliability/fulfilment and non-deception are the most effective relationship-building dimensions. In addition, relationship quality has a positive effect on buyer repurchase intentions and loyalty. The results offer important implications for B2B e-commerce and are likely to stimulate further research in the area of relationship marketing.

Online relationship marketing and customer loyalty: a signaling theory perspective

Abstract: Online technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and theorization when it comes to explaining the link between online relationship marketing (ORM) activities and their impact on firm relationship marketing (RM) objectives. Thus, the purpose of this paper is to examine the signaling role of ORM activities in generating online trust and customer loyalty, through the lens of the signaling theory.,Data for the study were gathered through a survey of 429 Ghanaian retail bank customers. Results were analyzed using structural equation modeling techniques.,The paper highlights the signaling role of engagement and interactivity online in influencing banks’ RM outcomes per the signaling theory. It concludes that bank’s online relationship activities, over and above the online tools utilized, need to communicate appropriate and useful signals in order to positively influence online trust and loyalty among customers.,The study, in its uniqueness, utilizes the signaling theory to explain the role and impact of online RM activities in the banking industry.

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

Abstract: This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platforms adopted, the six intended objectives of SM use, the seven opportunities SM provides, and the seven challenges of SM as a RM medium. Theoretical and practical implications as well as suggestions for future research are provided.

Consumer – green brand relationships: revisiting benefits, relationship quality and outcomes

Abstract: The study aims to develop and test a relationship-building model for green brands. It synthesizes findings on the consumer motives offered by green brands, with relationship marketing and branding literature to the specific context of green brands to build a parsimonious model testing the links amongst four relational benefits, i.e. confidence, socialization, self-expression and altruism; two relational mediators, i.e. satisfaction and relationship quality; three behavioural outcomes, i.e. word-of-mouth, expectation of continuity and cross-buying; and two moderators of the benefits-mediators relationship, i.e. environmental consciousness and relationship length.,Data are collected from consumers of three brands of natural cosmetic products, totalling 848 questionnaires. Structural equation modelling is used to test the hypothesized relationships across the three brands.,The results show that confidence benefit has the strongest influence on relationship quality, followed by self-expression and altruism. Relationships quality and satisfaction with the green brand have a significant impact on all three behavioural outcomes. Both environmental consciousness and length of the relationship moderate the hypothesized interrelationships.,A new set of relational benefits for the green context is suggested. Several future research opportunities are suggested.,The study offers suggestions for managers to leverage relationship benefits for relationship strengthening.,No previous work has studied in an integrated way the relationship benefits and mediators to model the consumer–green brand relationship. The study provides a better understanding of the antecedents of consumer loyalty towards green brands.

Word of mouth communication: A mediator of relationship marketing and customer loyalty

Abstract: A cross-sectional and quantitative study design, with the aim of explaining the relationship between relationship marketing and customer loyalty, and the mediating role of word of mouth in this rel...

The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences

Abstract: This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predisposition for the destination and the influence of relationship marketing on behavioral intentions.,The paper starts from a conceptual framework based on relationship marketing theory. From this theoretical base, the concepts of trust, commitment and cooperation and behavioral intentions are derived. A theoretical model is developed specifying antecedents of satisfaction and loyalty in healthcare management and medical tourism contexts.,The conceptual model shows that tourist destinations in the context of healthcare and medical tourism can be managed together with the study of the tourist consumer behavior and should focus on aspects that reinforce relationship marketing to the site, as planning services excellence, communication strategies, promotion services, integrated experiences and combating seasonality.,This study has already identified that the global movement of tourism is seemingly showing an increased focus on the niche product or niche service. In this case, the question seems to be whether the further growth in demand for healthcare management and medical tourism – as a niche tourism example – products will continue until they take a form of mass tourism. The new vogue of medical tourism forces to challenge and re-visit the power relationships that exist within contemporary tourism and the host–guest relationship.

Online relationship marketing: evolution and theoretical insights into online relationship marketing

Abstract: The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.,Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.,This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators.,The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.,The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.

Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market

Abstract: In recent years, the business of container lines has faced severe challenges such as overcapacity and low profitability. To survive in such a competitive market, container lines need to maintain long-term customer relationships by enhancing the satisfaction and loyalty of customers. The purpose of this paper is to adopt a social exchange theory (SET) approach and investigate the impact of relational bonding strategies on the satisfaction and loyalty of customers in container shipping.,Drawing on SET, a theoretical model that specifies the relationships between relational bonding strategies, customer satisfaction and loyalty was proposed. Survey data were collected from 175 freight forwarders. The obtained data were analyzed using structural equation modelling.,The results indicate that financial bonding strategies have the most significant direct effects on customer satisfaction, while social bonding strategies have the strongest direct impact on customer loyalty. Financial bonding strategies, on the other hand, have the strongest total effects on customer loyalty. Intermodal and basic operations are found to have the equal total effects on customer loyalty.,By identifying the most effective relational bonding strategies for enhancing customer satisfaction and loyalty, this study’s findings allow container lines to better allocate their resources and implement effective relational marketing policies to satisfy and retain their customers.,This research analyses and validates the determinants of customer satisfaction and loyalty from a relational lens and empirically contributes to the field of relational marketing in the container shipping industry.

Assessing the Relevance of Green Banking Practice on Bank Loyalty: The Mediating Effect of Green Image and Bank Trust

Abstract: Studies that examine green banking practice from the relationship marketing perspective are limited. Bearing in mind the importance of loyalty to managers in the banking industry, and the increase in the call for greater sustainability performance from banking firms by customers, our study explore customers’ perception on green banking practice and its effect on bank loyalty. It also investigates the mediating effect of green image and bank trust in the relationship between green banking practice and bank loyalty. Through a quantitative survey, data for this study was adopted from 551 customers of the retail banking sector in North Cyprus. The structural equation modeling technique was used to test the relationship between the study variables. Results from the structural equation modeling analysis conducted indicated a direct and significant influence of green banking practice on green image, bank trust, and bank loyalty. Green image significantly affects bank trust and bank loyalty. No significant relationship exist between bank trust and bank loyalty. Green image mediates the relationship between green banking practice and bank loyalty, while bank trust does not mediate the relationship between green banking practice and bank loyalty.

The effects of loyalty program introduction and design on short- and long-term sales and gross profits

Abstract: Loyalty programs (LPs) are marketing investments designed to foster behavioral loyalty among a firm’s best customers and, ultimately, increase firm performance. Surprisingly, the effectiveness of introducing LPs on firm performance in the short and long term has not been thoroughly evaluated. This research examines the extent to which introducing an LP can increase both firm sales and gross profits. Leveraging data from 322 publicly-traded firms that introduced an LP between 2000 and 2015, the authors demonstrate that introducing an LP can increase sales and gross profits in the short term (within the first year), and these positive effects are sustained long term (for at least three years). However, the effects on gross profits do not become significant until the second quarter after LP introduction, and their overall impact on performance lags substantially behind sales. Complementing these primary findings, the results reveal that offering an LP with tiers or earning mechanisms can provide firms with significant increases in sales and gross profits. Taken together, this research demonstrates that introducing strategically designed LPs can dramatically increase firm performance in both the short and long term.

Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing

Abstract: Corporate sustainability is an important strategy and value orientation for marketing, but scarce research addresses the organizational drivers and barriers to including it in companies’ marketing strategies and processes The purpose of this study is to determine levels of commitment to corporate sustainability in marketing, processes associated with sustainability marketing commitment, drivers of sustainability marketing at the functional level of marketing, and its organizational context Using survey data from 269 managers in marketing, covering a broad range of industries in Sweden and Denmark, we took a structural modelling approach to examine construct relationships, mediation, and moderation effects Overall, the findings show that marketing capabilities associated with the innovation of new products, services, and business models constitute a strong driver to leverage sustainability marketing commitment In conjunction with insights into processes related to the enactment of sustainability marketing, this result indicates that companies’ marketing departments have a propensity to drive corporate sustainability The study provides substance to the idea of aligning substantive marketing capabilities closer to dynamic capabilities Accordingly, the study reveals that reliance on market orientation alone does not lead to greater sustainability commitment

What s-commerce implies? Repurchase intention and its antecedents

Abstract: The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in apparel s-commerce along with the mediating effect of customer engagement and the moderating effect of s-commerce navigation.,Using the purposive sampling technique, face-to-face survey was administered to Gen-Y social media users in Malaysia. Subsequently, 384 respondents were sampled. Partial least squares-structural equation modeling was used to perform the analyses.,S-commerce cues have a positive effect on customer engagement, which in turn leads to repurchase intention of apparel among Gen-Y. Particularly, customer engagement also mediates the relationship between s-commerce cues and repurchase intention. S-commerce navigation is found to moderate the effect of engagement on repurchase intention.,The findings are derived from the perception of Gen-Y in Malaysia and do not represent the entire population. Future research could investigate the same phenomena across generations and consider heterogeneity issues to provide more insights.,Apparel s-commerce retailers are suggested to engage with customers more in the e-retail environment to build a lasting relationship. Contextual factors such as ease of navigation should be observed to enhance the desired response of diverse customers today.,This study adds to the growing body of knowledge on relationship marketing by assessing the impact of customer engagement and navigation on the relationships between s-commerce cues and repurchase intention in the contemporary setting.

Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing : The role of brand’s helpfulness

Abstract: The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships.,Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling.,This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions.,This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships.,This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships.,This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-a-vis the content.

Loyalty intentions and selected relationship quality constructs: The mediating effect of customer engagement

Abstract: The purpose of this paper is to assess the mediating effect of customer engagement on the relationships between selected relationship quality and value antecedents (commitment, customer satisfaction, trust and customer value), and the consequence (loyalty intentions) within the short-term insurance industry.,A descriptive research design that is quantitative in nature was followed and 491 responses from insurance customers were analysed.,Short-term insurers should facilitate customer engagement by implementing strategies that foster customer commitment, ensure customer satisfaction, build trust and create customer value. Facilitating customer engagement may lead to stronger loyalty intentions amongst customers towards the short-term insurer.,The investigation offers a greater understanding of the relevance and importance of the customer engagement theory and the impact it may have in strengthening the relationships between factors of the relationship marketing domain and customer loyalty.,From a managerial perspective, it is evident that short-term insurers should facilitate customer engagement carrying out strategies that foster customer commitment, ensure customer satisfaction, build trust and create customer value.,Building on the work of earlier relationship and quality management scholars, the study provides new insight into the role and relevance of relationship quality and value factors and customer engagement, while simultaneously being assessed for their contribution to customer loyalty.

Factors influencing effective relationship marketing by smartphone brands through social media amongst Generation Y students

Abstract: PhD (Economic and Management Sciences with Marketing Management), North-West University, Vaal Triangle Campus

Dimensionality and Consequences of Customer Engagement: A Social Exchange Perspective:

Abstract: Based on social exchange theory (SET), as well as relationship marketing theory (RMT), this study investigates the impact of customer engagement (CE) underlying dimensions, namely, enthusiasm, atte...

Applying the Right Relationship Marketing Strategy through Big Five Personality Traits

Abstract: In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality tr...

An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: a customer-based perspective from Turkey

Abstract: Given how important it is to provide superior value to customers and to maintain customer loyalty for a sustainable competitive advantage, the aim of this paper is to examine the relationships among relationship marketing components of – trust, competency, commitment, communication, and conflict handling, – relationship investment, relationship quality, perceived customer value, satisfaction and loyalty in an integrated framework in the Turkish retail banking industry Unlike previous studies, this research extends the literature by analysing affective as well as cognitive dimensions in the same model with a holistic view by simultaneously examining the direct and indirect effects of the related concepts The distinctive nature of this study is its evaluation of customer satisfaction and loyalty from the perspective of actual consumers The research model was tested using data collected from 685 retail banking customers by applying structural equation modelling The findings show that relationship

CSR marketing outcomes and branch managers’ perceptions of CSR

Abstract: The purpose of this paper is to analyze the role of bank branch managers’ perceptions of corporate social responsibility (CSR) in CSR marketing outcomes.,The paper proposes a causal model establishing that managers’ perceptions of CSR influence the perception of CSR held by the branch’s customers, which in turn directly affects customer satisfaction, customer trust, customer engagement and customer loyalty. The unit of analysis in this quantitative study is the bank branch. Two questionnaires were administered: one to branch managers and another to five customers in each branch.,Branch managers’ perceptions of CSR have a marked influence on customers’ perceptions of CSR, which again have a notable impact on the relationship variables studied: customer satisfaction, customer trust, customer engagement and customer loyalty.,The sample was taken from two banks in the same country (Spain) and only five customers were interviewed in each branch. The type of customers analyzed should be taken into account since a growing number of customers now carry out all of their banking online and are less likely to visit their branch.,The results highlight the importance of adopting socially responsible actions not only in the bank as a whole, but also in individual branches. It would, therefore, seem crucial for high level bank executives not only to involve branch managers in the bank’s CSR strategy, but also to empower them to undertake CSR actions that involve the customers and local community with which they interact.,First, the paper reveals the differences within the same organization in the way its CSR strategy is implemented. Second, intermediary figures or supervisors are shown to have a key role in ensuring the organization’s CSR strategy is effective. Third, the study emphasizes the importance of customers’ perception of CSR in achieving the main outcomes of relationship marketing (satisfaction, trust, engagement and loyalty). Fourth, the methodology applied in the study is innovative in its construction of dyads in which the branch is the unit of analysis, enabling a comparison between the manager’s perceptions of CSR with that of five customers from the same branch. Fifth, the findings add to the knowledge of a particularly relevant sector in the recent economic crisis, namely, the retail banking industry.

Relationship marketing in museums: influence of managers and mode of governance

Abstract: On the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of gov...