Online community: enhancing the relationship marketing concept through customer bonding

2005 ◽  
Vol 16 (5) ◽  
pp. 480-496 ◽  
Author(s):  
Isabelle Szmigin ◽  
Louise Canning ◽  
Alexander E. Reppel
Keyword(s):  
Relationship Marketing ◽  
Online Community ◽  
Marketing Concept ◽  
The Relationship

scholarly journals The Importance and Benefits of Relationship Marketing Concept

2020 ◽  
Vol 5 (4) ◽  
Author(s):  
Yakup Durmaz ◽  
Habip Güvenç ◽  
Selman Kaymaz
Keyword(s):  
Customer Satisfaction ◽  
Product Development ◽  
Relationship Marketing ◽  
Product Differentiation ◽  
Global Market ◽  
Marketing Concept ◽  
Customer Expectations ◽  
Almost All ◽  
The Relationship

The purpose of this study is to explain the concept and benefits of relationship marketing. The relationship marketing term that includes establishing short, medium and long-term ties-relationships with the customers, continuing and developing these relationships was first introduced by Berry in 1983. The concept of relationship marketing is a vital and important step in ensuring profit satisfaction and customer satisfaction in recent years, as well as achieving competitive advantage in the global market. Almost all of the big corporate enterprises in our country have turned to relationship marketing models and practices on issues such as ensuring customer satisfaction, determining customer expectations, product development, strengthening customer loyalty, product development and product differentiation.

scholarly journals Determinants, Advantages and Threats Resulting from Application of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland

Management ◽  
2013 ◽  
Vol 17 (2) ◽  
pp. 190-204
Author(s):  
Andrzej Rapacz ◽  
Izabela Michalska-Dudek
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Questionnaire Survey ◽  
Marketing Concept ◽  
Marketing Relationship ◽  
Crucial Component ◽  
Survey Results ◽  
The Relationship

Summary Implementation of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland In this paper, there are presented both the essence of the relationship marketing concept and the characteristics of CRM class systems, as well as basic advantages and threats resulting from their implementation. There are also described results of the questionnaire survey, which estimated the awareness and level of application of marketing relationship concept and CRM technology in functioning of travel offices in Poland. Conducted survey results allowed for an assessment of the crucial component of the study becomes an identification of benefits and concerns related to implementing these solutions by travel offices.

The Conceptual Framework of Relationship Marketing

2015 ◽  
pp. 38-63
Keyword(s):  
Conceptual Framework ◽  
Relationship Marketing ◽  
Customer Value ◽  
Marketing Concept ◽  
Comprehensive Understanding ◽  
Collaborative Relationships ◽  
Business World ◽  
Relationship Termination ◽  
Facilitators And Barriers ◽  
The Relationship

Relationship marketing has been receiving widespread attention in the business world as well as in the literature. Different streams of marketing handle the concept of relationship marketing from their perspective; because of this reason, various definitions of relationship marketing have emerged in the marketing literature. This chapter aims to review the different definitions of relationship marketing and provide a comprehensive understanding of the relationship marketing concept. Based on the literature, basic constituents of relationship marketing have been analysed in a detailed way. This chapter handles the relationship marketing concept beyond the typical supplier-buyer relationships and analyses all collaborative relationships that allow companies to deliver superior customer value. Main motivations of customers to engage in a relationship and their relationship termination reasons are also examined. This chapter ends with identifying the facilitators and barriers for relationship marketing success.

scholarly journals CONSUMER VALUATION MODEL IN THE CONTEXT OF RELATIONSHIP MARKETING

Ekonomika ◽  
2009 ◽  
Vol 87 ◽  
pp. 7-26
Author(s):  
Tomas Rytel
Keyword(s):  
Theoretical Model ◽  
Relationship Marketing ◽  
System Analysis ◽  
Marketing Concept ◽  
New Model ◽  
Valuation Model ◽  
Consumer Valuation ◽  
The Relationship ◽  
Selection Of ◽  
Complex Measuring

The aim of this paper is to present a theoretical model of the establishment of the value created to an enterprise by consumers, which would allow a complex measuring of the benefit of the exchange of relationships based on the totality of the features significant to the exchange of relationships. The problem of an increasing concern about with the form of the relationship exchange in the theoretical and practical context of marketing calls for the need to identify the specific features of the relationship exchange, which create the value of exchange with the consumer for the company. The concept of the relationship marketing dictates the measurement of the consumer valuation for the company not only in the financial and/or exchange duration variables, but also socio-emotional features of the exchange.It can be argued that the methods of the assesment of the e consumer valuation for the company and the models, which they create, are not adapted to the specific marketing concept and exclude the features of value-generating exchange for the company, which are characteristic of that concept. The article aims at the substantiattion of the hypothesis that the concept of the marketing of relationships dictates the measuring of the value created to an enterprise by the consumers not only by means of the financial variable and / or the variable of the lack of exchange, but also the socioemotional features of the exchange. The following methodology has been applied to confirm the hypothesis: proceeding from the system analysis of the research, the main features of the relationships characteristic of the exchange, which are interpreted as the significant variables for the measurement of the value of exchange have been marked; the totality of the features is used to create a new model of the establishment of the value created to an enterprise by consumers needed to measure the return from the relationships, describing the criteria of selection of the variables and the principles of their calculation.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

Influence of type and source of electronic word-of-mouth on consumers' health care-seeking decisions

2020 ◽  
Vol 48 (11) ◽  
pp. 1-9
Author(s):  
Xiaohong Chen ◽  
Ming Chen ◽  
Shih-Heng Yu ◽  
Yinxia Wu ◽  
Anqian Tao
Keyword(s):  
Health Care ◽  
Online Community ◽  
Word Of Mouth ◽  
Medical Advice ◽  
Health Care Seeking ◽  
Electronic Word Of Mouth ◽  
Care Seeking ◽  
Class A ◽  
Tier 3 ◽  
The Relationship

We examined the influence of the type (positive vs. negative) and source (patients' online community vs. general online community) of electronic word-of-mouth (eWOM) on consumers' health care-seeking decisions. Participants in this 2 × 2 between-subjects study comprised 160 patients who had sought medical advice at a large Tier 3, Class A hospital in China in 2019. The results show that negative (vs. positive) eWOM had a greater influence on consumers' health care-seeking decisions, with similar results for the patients' (vs. general) online community. In addition, positive eWOM from the patients' (vs. general) online community had a greater influence on participants' health careseeking decisions but the result was not significant for negative eWOM. Credibility of eWOM also mediated the relationship between eWOM and health care-seeking decision. Practical and theoretical implications are discussed.

Customer Online Feedback with an Identity Versus No Identity: The Influence on Review Comments

2021 ◽  
pp. 109634802098888
Author(s):  
Dan Jin ◽  
Robin B. DiPietro ◽  
Nicholas M. Watanabe
Keyword(s):  
Online Community ◽  
Online Reviews ◽  
Purchasing Behavior ◽  
Mediation Effects ◽  
Driven Systems ◽  
Customer Reviews ◽  
Significant Difference ◽  
Online Feedback ◽  
The Relationship

As customers’ consumption is increasingly dominated by technology-driven systems, online self-verification becomes an important aspect of customers’ online purchasing behavior and plays a significant role in shaping social interactions in the online community. Across two studies, we examine whether online self-verification with an identity versus without an identity will lead to the different quality of online reviews. Study 1 used topic modeling with actual data stripped from Facebook and TripAdvisor customer online review sites and showed no difference between customer reviews underpinned with an identity or without. Likewise, Study 2 used an experimental design and found no significant difference between customer reviews with or without an identity. However, significant mediation effects of social ties and social capital were found when measuring the relationship between online self-verification and customer reviews. The findings build on the literature of user-generated online reviews and have important implications for academics and hospitality practitioners.

scholarly journals Does Online Community Participation Contribute to Medication Adherence? An Empirical Study of Patients with Chronic Diseases

2021 ◽  
Vol 18 (10) ◽  
pp. 5100
Author(s):  
Jyh-Jeng Wu ◽  
Yueh-Mei Chen ◽  
Paul C. Talley ◽  
Kuang-Ming Kuo
Keyword(s):  
Medication Adherence ◽  
Chronic Diseases ◽  
Online Communities ◽  
Emotional Support ◽  
Self Efficacy ◽  
Online Community ◽  
Healthcare Professionals ◽  
Informational Support ◽  
Chronic Patients ◽  
The Relationship

Effectively improving the medication adherence of patients is crucial. Past studies focused on treatment-related factors, but little attention has been paid to factors concerning human beliefs such as trust or self-efficacy. The purpose of this study is to explore the following aspects of patients with chronic diseases: (1) The relationship between emotional support, informational support, self-efficacy, and trust; (2) the relationship between self-efficacy, trust, and medication adherence; and, (3) whether chronic patients’ participation in different types of online communities brings about significant statistical differences in the relationships between the abovementioned variables. A questionnaire survey was conducted in this study, with 452 valid questionnaires collected from chronic patients previously participating in online community activities. Partial Least Squares-Structural Equation Modeling analysis showed that emotional support and informational support positively predict self-efficacy and trust, respectively, and consequently, self-efficacy and trust positively predict medication adherence. In addition, three relationships including the influence of emotional support on trust, the influence of trust on medication adherence, and the influence of self-efficacy on medication adherence, the types of online communities result in significant statistical differences. Based on the findings, this research suggests healthcare professionals can enhance patients’ self-efficacy in self-care by providing necessary health information via face-to-face or online communities, and assuring patients of demonstrable support. As such, patients’ levels of trust in healthcare professionals can be established, which in turn improves their medication adherence.

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