scholarly journals Relationship Marketing in Green Fashion—A Case Study of hessnatur

2016 ◽  
pp. 21-47 ◽  
Author(s):  
Elisa Wagner ◽  
Cecilia Mark-Herbert
Keyword(s):  
Relationship Marketing

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

scholarly journals ANALISIS PENGARUH PEMASARAN RELASIONAL TERHADAP KEPUASAN NASABAH DALAM MEMILIH PRODUK PERBANKAN (STUDI KASUS PADA NASABAH PRIORITAS BANK-BANK BUMN DI BANJARMASIN).

2019 ◽  
Vol 6 (1) ◽  
pp. 61
Author(s):  
Kristin Meilisa ◽  
Marijati Sangen
Keyword(s):  
Regression Analysis ◽  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Customer Expectations ◽  
Independent Variable ◽  
Marketing Variables ◽  
Public Banks

<p><em>This study aims to identify and analyze the influence of relationship marketing in the form of understanding customer expectations, building service partnership and trust simultaneously and partially to customer satisfaction on choosing banking products, a case study of priority customers on public Banks in Banjarmasin. The study was conducted by using multiple linear regression analysis to find the influence of the independent variable (X) to the dependent variable (Y), simultaneously and partially. The results showed that simultaneously relationship marketing variables significantly influenced customer. Partially, understanding customer expectations has no significant effects to customer satisfaction. Building service partnership and trust significanly influence customer satisfaction and trust is a dominant variable in achieving customer satisfaction. Public Bank in Banjarmasin should be able to increase trust its customers with all efforts.</em></p>

scholarly journals Linking relationship marketing to social embeddedness in a rural bilingual context

2017 ◽  
Vol 24 (2) ◽  
pp. 261-277
Author(s):  
Sara Parry ◽  
Paul Westhead
Keyword(s):  
Relationship Marketing ◽  
Participant Observation ◽  
New Technology ◽  
Study Participant ◽  
Social Embeddedness ◽  
Resource Constrained ◽  
Content Type ◽  
Theoretical Contribution ◽  
Strategic Resources

Purpose The purpose of this paper is to explore the evolution of relationship marketing (RM) in a new technology-based firm (NTBF) and to illustrate how social embeddednesss benefits can be achieved by engaging in RM in a rural resource-constrained bilingual context. Design/methodology/approach A single in-depth case study of a NTBF operating in a rural bilingual context was explored over a five-year period. As part of the case study, participant observation was carried out and interviews with the novice entrepreneur, the firm’s employees and its customers were conducted. Findings Developing mutually beneficial relationships with customers and key partners can enable a novice entrepreneur with no prior business ownership and limited marketing experience to accumulate and mobilise resources in order to achieve credibility and business growth. By analysing information from the NTBF’s entrepreneur, customers and other actors, the authors build theory and present propositions relating to the RM process. Practical implications This case illustrates that RM can enhance the legitimacy of an inexperienced entrepreneur, and can enable a firm to address the liabilities of newness in a rural resource-constrained context. Entrepreneurs need to focus on relevant and specialised partnership and alliance relationships that can provide strategic resources for firm development. The bilingual influence has also been shown to aid the development of new relationships and thus ensuring social embeddedness. Originality/value The theoretical contribution of this study is to integrate insights from both RM and social embeddedness theories, and illustrate the extent to which a NTBF demonstrates social embeddedness benefits relating to customer retention and accumulation of strategic resources due to RM.

Case Study on Relationship Marketing

2014 ◽  
pp. 22-26
Author(s):  
Bhawana Sharma ◽  
Tulika Sood
Keyword(s):  
Relationship Marketing ◽  
Service Industry ◽  
Insurance Industry ◽  
Sales Representative ◽  
Prime Concern ◽  
Lifetime Value ◽  
Production Concept ◽  
Brand Ambassadors

A paradigm shift has occurred in the concepts of marketing from the production concept to the societal concept. A prominent concept today is the customer concept, which aims to build loyalty and lifetime value by creating, maintaining, and enhancing relationships with the customer by addressing individual customer needs. Relationship marketing is a bifurcation from the customer concept, which seeks to earn and retain long-term preferences, business, and ultimately, a marketing network. In relationship marketing, both parties collaborate on identifying needs to fulfill. Immediate sales are not of prime concern in this model. Organizations should understand the fact of when–and how–to use relationship marketing. The five R’s of Relationship Marketing are Relationship, Realization, Response, Relevance, & Respect. This case study addresses relationship marketing focusing on a service industry (i.e. Insurance Industry). A Sales representative needs to bond well with all his clients in order to be able to meet their expectations as required. Therefore, an employee with good PR skills is sure to climb the ladder of success. The protagonist in the case study, Mr. Sahil Sharma, an Employee of AFRO-INDIA Insurance Ltd., guides and trains his entire team to build, maintain, and enhance their relationship with their clients. This will not only make the clients loyal to the organization, but also will also make them brand ambassadors through word of mouth.

scholarly journals Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers

Horticulturae ◽  
2017 ◽  
Vol 3 (1) ◽  
pp. 26 ◽  
Author(s):  
Scott Stebner ◽  
Cheryl Boyer ◽  
Lauri Baker ◽  
Hikaru Peterson
Keyword(s):  
New Media ◽  
Relationship Marketing ◽  
Qualitative Case Study

scholarly journals Aplicación de la mercadotecnia relacional en una empresa de venta de café de Baja California

2017 ◽  
Vol 30 (71) ◽  
Author(s):  
Isaac Cruz Estrada
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Baja California ◽  
Empirical Studies ◽  
Relational Marketing ◽  
Marketing Process ◽  
The Creation ◽  
Estudio De Caso

El objetivo de esta investigación es proponer un proceso de mercadotecnia relacional en una empresa de venta de café en Baja California, como estudio de caso. Primero se conceptualiza la mercadotecnia relacional y su contribución para la creación de valor en las organizaciones, además se incluyen estudios empíricos de diversos autores, quienes señalan la influencia de este proceso en la satisfacción del cliente. Se aplicaron 149 encuestas para obtener la correlación entre la garantía de ofrecer un producto o servicio, y la generación de valor mediante la entrega de elementos tangibles e intangibles para la satisfacción del cliente. La propuesta pertenece a la empresa en la que se realizó la investigación, y es posible adaptarla a organizaciones que ofrezcan un servicio, que presenten la situación estudiada.Implementing relational marketing in a coffee selling company in Baja CaliforniaThe aim of this investigation is to propose a relationship marketing process in a coffee selling company in Baja California as a case study. First, relationship marketing is conceptualized and its contribution to the creation of value in organizations is analyzed; moreover, empirical studies from various authors, who point out the influence of this process on customer satisfaction, are included. 149 surveys were conducted in order to obtain the correlation between the guarantee to offer a product or service and value generation by delivering tangible and intangible elements for customer satisfaction. This proposal belongs to the company where the research was carried out; it can be adapted to organizations which offer a service and are in the situation studied.

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