Topic
Relationship marketing
About: Relationship marketing is a research topic. Over the lifetime, 11465 publications have been published within this topic receiving 495400 citations.
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TL;DR: In this paper, a reduction in customer-perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well.
Abstract: The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than a perception of the quality received. What must be taken into account as well is the customer’s need of quality improvements and his willingness to pay for it. From a relationship perspective these aspects are fundamental, since they are both related to the costs of the parties involved. Suggests that a reduction in customer‐perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well. It is then possible to establish and maintain mutually profitable customer relationships, which is of prime concern in relationship marketing.
2,209 citations
TL;DR: In this article, the authors consider investments in complaint handling as a means of increasing customer commitment and building customer loyalty, but they are not well informed on how to deal successfully with successful complaints.
Abstract: Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully...
2,164 citations
TL;DR: In this paper, the authors investigate retailer-consumer relationships, and show that different relationship marketing tactics have a differential impact on consumer perceptions of a retailer's relationship investment, and demonstrate that perceived relationship investment affects relationship quality.
Abstract: This research, investigating retailer-consumer relationships, has three distinct intended contributions: (1) It shows that different relationship marketing tactics have a differential impact on consumer perceptions of a retailer’s relationship investment; (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to behavioral loyalty; and (3) it reveals that the effect of perceived relationship investment on relationship quality is contingent on a consumer’s product category involvement and proneness to engage in retail relationships. The authors empirically cross-validate the underlying conceptual model by studying six consumer samples in a three-country, transatlantic, comparative survey that investigates two industries.
2,113 citations
TL;DR: In this article, the authors synthesize relationship marketing empirical research in a meta-analytic framework and show that relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of relationship marketing on performance.
Abstract: Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework Although the fundamental premise that RM positively affects performance is well supported, many of the authors’ findings have significant implications for research and practice Relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment The results also suggest that RM is more effective when relationships are more critical to customers (eg, service offerings, channel exchanges, business markets) and when relationships are built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies)
2,056 citations
TL;DR: In this article, the relationship between marketing strategy and performance has been well documented in the domestic marketing context, but empirical work in the context of export marketing has been fragmented and incomplete.
Abstract: The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmente...
1,950 citations