A comprehensive relationship marketing model between airlines and travel agencies: The case of Taiwan

2015 ◽  
Vol 47 ◽  
pp. 20-31 ◽  
Author(s):  
Ching-Cheng Chao ◽  
Hsi-Tien Chen ◽  
Tai-Lin Yeh
Keyword(s):  
Relationship Marketing ◽  
Marketing Model ◽  
Travel Agencies

A Communication-Based Marketing Model for Managing Relationships

1998 ◽  
Vol 62 (2) ◽  
pp. 1-13 ◽  
Author(s):  
Tom Duncan ◽  
Sandra E. Moriarty
Keyword(s):  
Relationship Marketing ◽  
Brand Value ◽  
Critical Element ◽  
Marketing Communication ◽  
Marketing Theory ◽  
Brand Relationships ◽  
Interactive Communication ◽  
Marketing Model ◽  
Key Points ◽  
Valuable Element

The authors propose a communication-based model of relationship marketing and discuss how communication (rather than persuasion) is the foundation of the “new” customer-focused marketing efforts. The authors trace recent parallel shifts in communication and marketing theory and show the intersections between communication and marketing. Although communication always has been a critical element in marketing, the authors show how the increase in interactivity makes communication an even more valuable element of marketing by identifying those many points that link the two disciplines. Using the three key points at which the two disciplines intersect—messages, stakeholders, and interactivity—the authors develop a communication-based model of marketing. They demonstrate how interactive communication at three levels—corporate, marketing, and marketing communication—leads to the brand relationships that drive brand value.

scholarly journals The relationship marketing practices of travel agencies in the Western Cape Province

2008 ◽  
Vol 39 (4) ◽  
pp. 15-26 ◽  
Author(s):  
M. Roberts-Lombard ◽  
T. F.J. Steyn
Keyword(s):  
Relationship Marketing ◽  
Direct Marketing ◽  
Management Tool ◽  
Travel Agency ◽  
Western Cape ◽  
Market Environment ◽  
Western Cape Province ◽  
Travel Agencies ◽  
Role Players ◽  
The Relationship

Relationship marketing has received much attention and widespread publicity over the past ten years and has moved to the forefront of research and practice. It provides organizations with a management tool to establish economically profitable relationships, networks and interactions with different, but equally important stakeholder markets. The purpose of the article is to research the relationship marketing practices of travel agencies in the Western Cape province. The empirical research component of the study consisted of the completion of structured questionnaires through personal interviews. The questionnaire consisted of a structured format and incorporated two types of questions, namely closed-ended questions and five point Likert-type statements. The findings of the study concluded that the relationships between travel agencies and the different role players in their market environment are fragmented. The direct marketing initiatives of SAA and hotel groups such as the Southern Sun and Protea hotels are putting strain on the current relationship between travel agencies and these suppliers. The managerial implications for the study specify that an environment must be created which is more accessible to the critical interaction between the travel agency in the Western Cape province and its different role players. This is especially relevant considering that organisations are continuously becoming more aware that their success within a highly competitive market environment depends on the building of long term relationships with each of these role players.

Customer Advocates

2019 ◽  
pp. 206-218
Author(s):  
Margaret Zelman Law
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Essential Factor ◽  
Marketing Model ◽  
Library Users ◽  
Way Of Thinking ◽  
Trusting Relationships ◽  
Strategic Outcomes

Libraries grow in uncertain financial, political and cultural environments. Advocacy is essential to ensure that they get the support they need from the communities in which they operate. Advocates, those who speak out on behalf of the library, are an essential factor in the success of the organization. This article explores the possibilities of developing library users into advocates, based on a relationship marketing model. It uses customer service as the primary tool for developing trusting relationships with users so that they are willing to speak on behalf of the library. Adding the issue of reputation and advocacy as strategic outcomes of customer service requires a different way of thinking and planning. The article concludes with a call for more investigation in this area.

Electronic Networks and Relationship Marketing: Qualitative Evidence From Jordanian Travel Agencies

2013 ◽  
Vol 12 (4) ◽  
pp. 261-279 ◽  
Author(s):  
Ghazi A. Al-Weshah ◽  
Muhammed S. Alnsour ◽  
Khalil Al-Hyari ◽  
Fwwaz Alhammad ◽  
Raed Algharabat
Keyword(s):  
Relationship Marketing ◽  
Electronic Networks ◽  
Qualitative Evidence ◽  
Travel Agencies

Stakeholder perceptions presage holistic stakeholder relationship marketing performance

2005 ◽  
Vol 39 (9/10) ◽  
pp. 1049-1059 ◽  
Author(s):  
Brian Murphy ◽  
Paul Maguiness ◽  
Chris Pescott ◽  
Soren Wislang ◽  
Jingwu Ma ◽  
...  
Keyword(s):  
Financial Performance ◽  
Performance Appraisal ◽  
Relationship Marketing ◽  
Customer Relationship ◽  
Content Type ◽  
Marketing Model ◽  
Marketing Performance ◽  
Customer Relationship Marketing ◽  
Marketing Orientation ◽  
Stakeholder Relationship

PurposeTo measure marketing performance in a holistic sense.Design/methodology/approachTo augment the prevailing customer relationship marketing paradigm, a holistic stakeholder relationship marketing paradigm is proposed in which holistic marketing performance is reflected in the delivery of long‐term economic, social, and environmental value to customer, employee, supplier, community, and shareholder stakeholders of a business in order to enhance sustainable financial performance. Present stakeholder attitudes are measured in a stakeholder performance appraisal within a stakeholder relationship marketing model, as timely, early warning signals of future stakeholder behaviour and concomitant future business performance.FindingsStakeholder performance appraisal results to date indicate that a holistic stakeholder relationship marketing orientation that incorporates triple bottom line philosophy significantly enhances business financial performance beyond that achieved by a customer relationship marketing orientation.Research limitations/implicationsThe stakeholder performance appraisal has been applied to only 33 businesses to date providing scope for wider application of this measurement system to demonstrate its practical usefulness in measuring holistic marketing performance and future financial performance.Practical implicationsThe stakeholder performance appraisal provides a perceptual overview of holistic marketing performance and concomitant business financial performance from stakeholders in terms of quantitative ratings of economic, social and environmental performance, and qualitative strengths, weaknesses, opportunities and threats. These data enable a business to plan stakeholder relationship marketing strategies to enhance performance and to predict future financial performance.Originality/valueThe stakeholder relationship marketing model and the stakeholder performance appraisal are new, unique, managerially useful additions to existing stakeholder models and metrics.

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