Relationship marketing tactics, customer entitlement, and customer behavioural responses

2021 ◽  
Vol 12 (2) ◽  
pp. 109
Author(s):  
Thi Bich Hanh Tran ◽  
Anh Dung Vu
Keyword(s):  
Relationship Marketing ◽  
Marketing Tactics ◽  
Behavioural Responses

Relationship marketing tactics, customer entitlement, and customer behavioural responses

2021 ◽  
Vol 12 (1) ◽  
pp. 1
Author(s):  
Thi Bich Hanh Tran ◽  
Thi Bich Hanh Tran ◽  
Anh Dung Vu ◽  
Anh Dung Vu
Keyword(s):  
Relationship Marketing ◽  
Marketing Tactics ◽  
Behavioural Responses

Relationship Marketing Programmes Effectiveness Amongst Departmental Store Customers of Indore

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Prerna Kumar
Keyword(s):  
Relationship Marketing ◽  
High Growth ◽  
Retail Sector ◽  
Marketing Tactics ◽  
Retail Markets ◽  
The World ◽  
Growth Prospects ◽  
Successful Technique ◽  
Industry Sectors ◽  
The Relationship

There has been a boom in the retail sector, and along with that the countrys economy is also growing. Today, India is among the growing retail destinations of the world with high growth prospects. Indian retail industry is ranked amongst the ten largest retail markets in the world. There are many big private players competing for market share, in this industry with the most innovative marketing tactics and programmes. Relationship Marketing is a very successful technique which is used extensively to retain customers and to gain repeat business from them. It is widely acknowledged and practiced across all industry sectors. The present study is conducted to determine how the effectiveness of the relationship marketing programmes are perceived differently by customers of different educational qualifications and income groups for select departmental stores in Indore city.

scholarly journals Exploring Relationship Marketing Tactics & Customer Loyalty: Issues in the Malaysian Mobile Telecommunication Sector

2019 ◽  
Vol 4 (1) ◽  
pp. 21
Author(s):  
Lennora Putit ◽  
Mohamad Fariz Abdullah
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Marketing Tactics ◽  
Mobile Telecommunication ◽  
Mobile Telecommunications ◽  
Telecommunication Sector ◽  
Switching Barriers ◽  
Telecommunications Market ◽  
Alternative Attractiveness ◽  
Depth Interviews

Most of today’s business firms are facing numerous challenges in sustaining customer loyalty due to a ferocious competitive environment. This study explores issues on relationship marketing and customer loyalty within the mobile telecommunications sector. In-depth interviews with targeted respondents were conducted to understand their initial perceptions on relationship marketing tactics issues and its influence on customer loyalty. Specifically, the study aims to acquire deeper insights into the motivational drives behind customer loyalty amongst different classes of mobile phone users. Qualitative data were collected using a digital voice tape-recorder, while the transcribing and coding processes were carried out using qualitative software called ATLAS.TI version 7.0. Based on thematic analyses, the findings have identified several themes such as trust, branding, alternative attractiveness, emotions, service quality, price perception, switching barriers, and commitment. Further results revealed suggestions on how to strengthen customer loyalty behaviour in the mobile telecommunications market

Exploring consumers’ attitude towards relationship marketing

2015 ◽  
Vol 29 (3) ◽  
pp. 188-199 ◽  
Author(s):  
Michael A Jones ◽  
Kristy E Reynolds ◽  
Mark J Arnold ◽  
Colin B Gabler ◽  
Stephanie T Gillison ◽  
...  
Keyword(s):  
Relationship Marketing ◽  
Negative Attitude ◽  
National Sample ◽  
Customer Relationship ◽  
Marketing Tactics ◽  
Content Type ◽  
Specific Relationship ◽  
The Usa ◽  
And Behaviors ◽  
A Company

Purpose – The purpose of this study is to explore consumers’ overall attitude toward relationship marketing and to determine the influence of consumers’ overall attitude on consumers’ intentions and behaviors. Many services companies practice relationship marketing and customer relationship management. Although the benefits and drawbacks of relationship marketing for consumers have been established, little is known about whether consumers have a relatively positive or negative attitude toward relationship marketing practices. Design/methodology/approach – This research investigates consumers’ attitudes toward relationship marketing using a national survey of 245 consumers and a survey of 417 consumers living in the southern region of the USA. Findings – Although approximately 70 per cent of our national consumer sample had a somewhat positive attitude toward relationship marketing, about 30 per cent had a somewhat negative or neutral attitude. Furthermore, approximately 39 per cent of consumers in the study would choose a company that does not engage in relationship marketing over a company that does. The results also indicate that consumers’ overall attitude toward relationship marketing impacts their likelihood to respond favorably to specific relationship marketing tactics. Research limitations/implications – Some limitations should be noted. First and not uncommon to most survey research in marketing, the relationships between constructs in this study may be inflated because of common methods bias. Second, this research reports the results from two studies. Although one of the studies represents a national sample, additional research using the scales developed in this research is needed. Practical implications – This research indicates that consumers’ attitudes toward relationship marketing impacts their willingness to engage in relationships with service companies and their response to specific relationship marketing tactics. Because consumer attitudes toward relationship marketing vary, companies should consider segmenting their customer base using this information. Originality/value – This study extends previous research by using quantitative techniques to measure consumers’ overall attitudes toward relationship marketing and assessing the influence of those attitudes on intentions and behaviors.

scholarly journals Relationship intention amongst clothing retail customers: An exploratory study

2015 ◽  
Vol 15 (1) ◽  
Author(s):  
Stefanie W. Kuhn ◽  
Pierre G. Mostert
Keyword(s):  
Relationship Marketing ◽  
Relationship Building ◽  
Measuring Instrument ◽  
Marketing Tactics ◽  
Customer Support ◽  
Descriptive Research ◽  
Managerial Implications ◽  
Value Add ◽  
The Relationship ◽  
Loyalty Programme

Orientation: Increasing competition has resulted in clothing retailers placing more emphasis on expensive relationship marketing tactics to retain customers. The retailers often use customers’ loyalty programme membership and the duration of their support to identify and target them in relationship-building efforts.Research purpose: This study determines the viability of relationship intention by measuring and categorising clothing customers according to their relationship intentions. The study also explores the duration of customer support for a clothing retailer, membership of their loyalty programme and the relationship thereof with customers’ relationship intentions towards that retailer. Motivation for the study: Relationship building efforts would be better directed at customers with relationship intentions.Research design, approach and method: Quantitative in nature, this study followed a descriptive research design and used an interviewer-administered survey to collect data from 511 clothing retail customers residing in the greater Pretoria metropolitan area.Main findings: Clothing retailers can effectively determine and categorise customers according to their relationship intentions. The duration customers have supported a clothing retailer and its loyalty programme has no relationship with their relationship intentions.Practical/Managerial implications: Clothing retailers should focus their relationship building on customers with relationship intentions, as they are more likely to respond favourably. They are more likely to be retained by the clothing retailer and provide a return on investment.Contribution/value-add: This study gives clothing retailers a reliable and valid measuring instrument that can be used to identify customers with relationship intentions, rather than relying on the duration of the customers’ support and their loyalty programme membership.

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