Relationship maintenance strategies on Fortune 500 company web sites

2006 ◽  
Vol 10 (1) ◽  
pp. 27-43 ◽  
Author(s):  
Eyun‐Jung Ki ◽  
Linda Childers Hon
2016 ◽  
Vol 32 (2) ◽  
pp. 224-239
Author(s):  
Dian Mariesta ◽  
◽  
Emma Mohamad ◽  
Arina Anis Azlan ◽  
◽  
...  

2015 ◽  
Vol 19 (2) ◽  
pp. 184-202 ◽  
Author(s):  
Zongchao Li

Purpose – The purpose of this paper is to look into Twitter usage as represented by top US retail corporations in a quantitative manner. This study aimed to determine the dominant purpose of Twitter usage by major US retail companies and to what extent the relationship maintenance strategies were incorporated in Twitter. In addition, the study tested a proposed model that delineates relationship as a precursor of brand loyalty. Design/methodology/approach – A content analysis was conducted comparing two groups of retail corporations – one came from the “top 100 customer loyalty brand leaders” identified by Brand Keys (2011a), and the other came from the Fortune 500 retailers, but excluded those from the top 100 loyalty leaders list. Findings – Study results indicated Twitter as an important channel for corporate communication and relationship maintenance. For the retail industry, Twitter was mainly used for consumer relations. Access was the most widely used strategy followed by assurance and positivity. In addition, the brand loyalty leader group retailers were discovered more inclined to use Twitter in a two-way communication manner than the Fortune 500 group. Furthermore, two relationship maintenance strategies were found significantly more frequent in use in the brand loyalty leader group than the Fortune 500 group – positivity and assurance. Originality/value – As one of the initial efforts to study relationship maintenance strategies using Twitter, this study contributes to the current literature of relationship management theory on social media by adapting the six relationship strategies to the Twitter context and testing them.


Author(s):  
Daniel Rhind ◽  
Frank Owusu-Sekyere ◽  
Daichi Ando

The present study explored the strategies used to maintain the quality of the coach-athlete relationship amongst rowers in Japan and the United Kingdom. A total of 93 athletes from Japan (N = 49) and UK (N = 44) completed the Coach Athlete Relationship Maintenance Questionnaire (CARM-Q) and the Athlete Satisfaction Questionnaire (ASQ). The results of T-tests showed that (a) university rowers in the UK were significantly more satisfied with the coach-athlete relationship than those in Japan; (b) the athletes in Japan expressed higher scores on Preventative strategies than the ones in the UK; (c) the athletes in the UK expressed higher scores on all other CARM-Q subscales with the exception of Social Networks. The results of correlation analyses revealed positive associations between the use of maintenance strategies and athlete satisfaction. These findings evidence the importance of coaches using strategies to maintain the effectiveness of their relationship with athletes as well as the importance of researchers taking cultural factors into account.


2019 ◽  
Vol 2 (8) ◽  
pp. 30
Author(s):  
Visvaldas Legkauskas ◽  
Gintarė Paznionaitė

<p align="left">The present study investigated whether there are gender differences in how perceived use of relationship maintenance strategies by a partner is linked to subject’s relationship satisfaction in a Lithuanian sample. The sample consisted of 472 participants in committed romantic relationship, including 389 women and 83 men with a mean age of 21.89 years. The sample included 232 participants in dating relationship, 216 cohabiting and 24 married. Mean relationship duration was 31.91 months. Stafford’s (2011) Relationship Maintenance Behaviors Measure was used to assess relationship maintenance, while relationship satisfaction was measured by Couples Satisfaction Index (CSI-32) of Funk and Rogge (2007). Results of the study indicated that women perceived their partners using more positivity, understanding, assurances, sharing tasks, and social network strategies than men did. While no statistically significant gender differences in relationship satisfaction were found, all relationship maintenance strategies were positively correlated with relationship satisfaction for both men and women. However, strategies contributing towards prediction of relationship satisfaction differed for men and women. For women, relationship satisfaction was best predicted by perceived assurances, followed by understanding, positivity, and self-disclosure, which collectively accounted for just under 40% of variance in relationship satisfaction. For men, only perceived partner’s positivity was significant predictor of relationship satisfaction, but it alone accounted for 51.6 percent of variance in relationship satisfaction. Neither relationship status nor relationship duration were significant in predicting relationship satisfaction of either men or women.</p>


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