The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

2003 ◽  
Vol 67 (2) ◽  
pp. 89-105 ◽  
Author(s):  
Dennis B. Arnett ◽  
Steve D. German ◽  
Shelby D. Hunt
Keyword(s):  
Relationship Marketing ◽  
Social Exchange ◽  
Business Environment ◽  
Nonprofit Marketing ◽  
Identity Salience ◽  
Exchange Relationships ◽  
For Profit ◽  
Business To Consumer ◽  
Consumer Marketing ◽  
As Relationship

Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.

scholarly journals Analysis of donor�s trust and relationship commitment in lembaga amil zakat in Indonesia

2016 ◽  
Vol 19 (1) ◽  
pp. 59
Author(s):  
Tanti Handriana
Keyword(s):  
Relationship Marketing ◽  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Relationship Commitment ◽  
Equation Modeling ◽  
Survey Method ◽  
Non Profit ◽  
For Profit ◽  
Analysis Technique

The purpose of this study is to investigate the role of donors trust and relationship commitment in a non-profit organization. This study used a survey method and takes individual donors of Lembaga Amil Zakat as the research samples. There are 117 respondents used in this research. Structural Equation Modeling (SEM) is selected as the analysis technique. The findings of the study reveal that (1) shared values have significant effect on trust; (2) relationship marketing investment has significant effect on trust; (3) trust has significant effect on relationship commitment; and (4) trust has significant effect on future intentions. The contribution of this study is mainly to broaden the application of social exchange theory and relationship marketing concept which are suitable not only for profit-oriented organizations, but also for nonprofit oriented organizations.

scholarly journals Relacionamento com Clientes em Empresas Startups: Uma Análise de Publicações em Marketing

2020 ◽  
Vol 12 (1) ◽  
pp. 60-86
Author(s):  
Daniela Menezes Garzaro ◽  
Luís Fernando Varotto ◽  
Samara Carvalho Pedro ◽  
Fernanda Edileuza Riccomini
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Mobile Apps ◽  
Ease Of Use ◽  
Customer Relationship ◽  
Business Managers ◽  
Future Studies ◽  
Business To Consumer ◽  
As Relationship ◽  
The Relationship

Objective: To identify the current direction of research on relationship marketing in the business to consumer (B2C) modality at virtual environments (internet and cell phone applications), focusing on startups companies, highlighting the main constructs, the methods and the evolution of research over the recent years.Method: The research was developed by means of a systematic literature review, based on 62 articles selected from the Web of Science database, and a textual statistical analysis using the Iramuteq software.Originality/Relevance: This research is relevant for the field of relationship marketing due to the relative novelty of the theme, and the scarcity of studies in the area, with its originality in pointing out several gaps for future studies, especially in relation to brand, mobile apps and fintechs (technology finance).Results: The most prevalent themes in these studies were perceived quality, usefulness, ease of use and safety, and their relationship with customer satisfaction and loyalty.Theoretical/methodological contributions: There is a gap in the field of customer relationship at online environment, since few studies have been dealing with issues related to customer service and relationship quality, especially in the context of startups.Social contributions/to management: The deepening of the theme gives business managers from many segments, as well as relationship marketing professionals, the opportunity to get to know and reflect on the relationship between client and company and the means adopted as an interface for this relationship.

Team Networks and Team Identification: The Role of Leader-Member Exchange

2013 ◽  
Vol 41 (7) ◽  
pp. 1115-1123 ◽  
Author(s):  
KeXin Guan ◽  
ZhengXue Luo ◽  
JiaXi Peng ◽  
Zhen Wang ◽  
HaiTing Sun ◽  
...  
Keyword(s):  
Social Exchange ◽  
Social Identity Theory ◽  
Social Exchange Theory ◽  
Team Identification ◽  
Leader Member Exchange ◽  
Exchange Relationships ◽  
Member Exchange ◽  
The Mean ◽  
The Relationship

We examined the relationship among team networks, leader-member exchange (LMX), and team identification in the workplace. Social network theory, social exchange theory, and social identity theory served as references for our theoretical propositions and analyses. We collected data from a sample of 223 teams of military personnel, serving in the artillery in West China. We found that the team networks had a significant effect on team identification. Further, the variance and the mean for LMX in teams interacted in influencing team identification (β =-.893, p < .01). Our findings indicated that creating productive networks in teams would be useful to enhance team identification, the effect of which may be carried on through to building exchange relationships between leader and follower.

Understanding the changing nature of psychological contracts in 21st century organizations

2016 ◽  
Vol 7 (1) ◽  
pp. 4-35 ◽  
Author(s):  
Carlos-Maria Alcover ◽  
Ramón Rico ◽  
William H. Turnley ◽  
Mark C. Bolino
Keyword(s):  
Social Exchange ◽  
21St Century ◽  
Psychological Contract ◽  
Social Exchange Theory ◽  
Psychological Contracts ◽  
Complex Nature ◽  
Organizational Life ◽  
Exchange Relationships ◽  
Justice Perceptions

In recent years, scholars have increasingly recognized that the theoretical underpinnings of employee-organization relationships (EOR) are in need of further extension in light of recent organizational changes. In prior research, the study of EOR has been based on social exchange theory, and the psychological contract (PC) has played a central role in understanding this crucial aspect of organizational life. The main objective of this paper is to provide an integration of the existing literature by adopting a multiple-foci exchange relationships approach. Specifically, we looked at identification; the quality of relationships and exchanges with the leader, coworkers, and other organizational agents; justice perceptions involving several organizational sources; and perceived organizational, leader, and coworker support to expand our understanding of the PC. Overall, we advocate a multiple-foci exchange relationships approach that will ultimately enable us to develop a more comprehensive understanding of the complex nature of PCs in 21st century organizations.

scholarly journals Information Technology, Privacy, and Power within Organizations: a view from Boundary Theory and Social Exchange perspectives

2002 ◽  
Vol 1 (2) ◽  
pp. 152-190 ◽  
Author(s):  
Jeffrey M. Stanton ◽  
Kathryn R. Stam
Keyword(s):  
Information Technology ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Social Power ◽  
Boundary Theory ◽  
Information Technology Professionals ◽  
Structured Interviews ◽  
For Profit ◽  
Related Information ◽  
Monitoring And Surveillance

Over recent years, information technology has played an increasingly important role in the monitoring and surveillance of worker behavior in organizations. In this article, we take the position that managers, workers, and information technology professionals alike see worker-related information as a valuable organizational resource and that processes of social exchange influence how this information resource is controlled. These suppositions are woven together by joining two theories, information boundary theory, a motivational framework for examining privacy at work, and social exchange theory, which provides a perspective on social networks and social power. After discussing these two frameworks and how they might be interlaced, we analyze a corpus of semi-structured interviews with 119 managers, employees, and IT professionals that explored questions of privacy, motivation, and power in six not-for-profit organizations that were undergoing technology-driven change with potential for increased monitoring and surveillance.

An Introduction to Business Marketing

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Supply Chains ◽  
Relationship Marketing ◽  
Perceived Value ◽  
Marketing Mix ◽  
Business Markets ◽  
Principal Characteristics ◽  
B2b Marketing ◽  
Goods And Services ◽  
Business To Consumer ◽  
Business To Business

This chapter explores some of the principal characteristics used to define business markets and marketing. It establishes the key elements of business-to-business (B2B) marketing and makes comparisons with the better-known business-to-consumer (B2C) sector. This leads to a consideration of appropriate definitions, parameters and direction for the book. After setting out the main types of organisations that operate in the B2B sector and categorising the goods and services that they buy or sell, the chapter introduces ideas about the business marketing mix, perceived value, supply chains, interorganisational relationships and relationship marketing. This opening chapter lays down the vital foundations and key principles which are subsequently developed in the book.

A Trination Analysis of Social Exchange Relationships in E-Dating

2011 ◽  
pp. 1205-1219
Author(s):  
Sudhir H. Kale
Keyword(s):  
Social Exchange ◽  
Mate Selection ◽  
Occupational Status ◽  
Past Research ◽  
Educational Status ◽  
Exchange Relationships ◽  
Cultural Aspects ◽  
Personal Ads ◽  
Seeking Behavior ◽  
Intellectual Status

More than half a billion users across the globe have availed themselves of e-dating services. This chapter looks at the marketing and cross-cultural aspects of mate-seeking behavior in e-dating. We content analyzed 238 advertisements from online matrimonial sites in three countries: India (n=79), Hong Kong (n=80), and Australia (n=79). Frequencies of mention of the following ten attribute categories in the advertiser’s self-description were established using post hoc quantitative analysis: love, physical status, educational status, intellectual status, occupational status, entertainment services, money, demographic information, ethnic information, and personality traits. Past research on mate selection using personal ads and the three countries’ positions on Hofstede’s dimensions of culture were used in hypotheses generation. The results support several culture-based differences in people’s self-description in online personal ads; however, some anticipated differences were not realized, suggesting that some cultural differences may not be as strong as Hofstede (2001) suggests.

1. The nature of marketing

2021 ◽  
pp. 1-15
Author(s):  
Kenneth Le Meunier-FitzHugh
Keyword(s):  
Customer Value ◽  
Service Marketing ◽  
For Profit ◽  
Physical Evidence ◽  
Not For Profit ◽  
Wide Range ◽  
Marketing Service ◽  
The 1960S ◽  
Consumer Marketing ◽  
Business To Business

This chapter discusses the nature and origins of marketing. Marketing covers a wide range of essential business activities which ensure that customers can obtain the products and services that they want and need, when and how they want them. The most common applications of marketing are consumer marketing, business-to-business marketing, service marketing, not-for-profit marketing, and international marketing. Since the 1960s, marketing has used the four Ps of Price, Place, Product, and Promotion to deliver its marketing objectives and this has now been expanded to include another three Ps of People, Physical Evidence, and Process. The chapter also includes an assessment of what is customer value.

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