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.

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.

scholarly journals FACTORS THAT AFFECT THE LINKAGE BETWEEN ENTERPRISES AND UNIVERSITIES: A CASE STUDY IN HO CHI MINH CITY

2011 ◽  
Vol 14 (2) ◽  
pp. 56-64
Author(s):  
Hang Thi Thu Nguyen
Keyword(s):  
Theoretical Model ◽  
Ho Chi Minh City ◽  
Viet Nam ◽  
Research Results ◽  
Measuring Scale ◽  
The Subject ◽  
The Relationship ◽  
Complex Measuring

This research aims to identify the factors that support and hold back the linkage between enterprises and universities. The subject of investigation and survey of the theoretical model is based on a survey of 269 enterprises in Ho Chi Minh City, Viet Nam. The research identified four factor groups affecting the relationship between enterprises and universities. Among them, two supportive factor groups are context and organization factors; and two inhibitive factor groups are difference in the characteristics of activities and in the perception of enterprises about universities. The research proposed a more complex measuring scale of activity differences affecting the cooperation between enterprises and universities. The aim of the research results is to increase linkage executions between enterprises and universities nowadays.

A Grounded Theory Study of Major Gift Fundraising Relationships in U.S. Higher Education

2021 ◽  
pp. 089976402110574
Author(s):  
Genevieve G. Shaker ◽  
Deanna Nelson
Keyword(s):  
Social Psychology ◽  
Higher Education ◽  
Grounded Theory ◽  
Theoretical Model ◽  
Relationship Marketing ◽  
Grounded Theory Study ◽  
Major Gifts ◽  
Major Donors ◽  
The Relationship ◽  
Dominant Paradigm

Nurturing relationships with major donors is a priority for nonprofits, and “relationship fundraising” is the dominant paradigm. This grounded theory study addressed practical needs and a dearth of research by analyzing how fundraisers develop relationships. In a first-of-its-kind study, we interviewed 20 pairs of higher education fundraisers and major donors ( n = 40) from multiple U.S. institutions. We discovered five tiers of relationships from a basic connection, personalized association, confident relationship, purposeful partnership, to a consequential bond. Fundraisers initiated the progression until the final tier; the theoretical model shows their intentionality in the relationships’ development. Major gifts occurred in all tiers. The model illustrates how fundraisers build relationships, explores donors’ expectations, and affirms the relational nature of major gift fundraising. It provides some of the only empirical evidence regarding major donors, and the relationship fundraising philosophy touted in practitioner literature. The analysis reveals connections to theories from social psychology and relationship marketing.

The Empirical Study of Relationship between Business Model and Enterprise Performance

2013 ◽  
Vol 850-851 ◽  
pp. 1078-1081
Author(s):  
Yang Liu ◽  
Zhao Han
Keyword(s):  
Life Cycle ◽  
Theoretical Model ◽  
Relationship Marketing ◽  
Business Model ◽  
Large Scale ◽  
Early Stage ◽  
Enterprise Performance ◽  
Scale Analysis ◽  
Large Scale Analysis ◽  
The Relationship

Based on previous study and according to the need of companies in early stage of life cycle, this study put the relationship marketing into the business model, built and tested the theoretical model. Large-scale analysis of survey data shows that the performance of the efficiency of enterprise increased with the key customers for enterprise relationship marketing rising. In contrast, the performance of innovative enterprises decreased with the relationship marketing reducing.

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 Role of Relationship Marketing in Promoting Smart Technologies in the Housing and Utilities Market

2020 ◽  
pp. 161-170
Author(s):  
Svetlana Fedorova
Keyword(s):  
Complex System ◽  
Relationship Marketing ◽  
Apartment Building ◽  
Object Structure ◽  
Marketing Relationships ◽  
The Subject ◽  
Smart Technologies ◽  
The Relationship ◽  
Selection Of

The purpose of the study is to determine the criteria for segmentation of consumers of housing and communal services and build a model of their needs as a basis for the formation of marketing relationships for the management organization in order to increase the effectiveness of the introduction of smart technologies in the housing and communal services market. The introduction of smart technologies in the sphere of housing and communal services directly depends on the development of the relationship marketing as a technology for coordinating interests of all stakeholders in the market under consideration. In relation to the market of housing and communal services (HCS), the relationship marketing has been studied very little, which is due to the weak development of the categorical and methodological apparatus of the concept itself, as well as the complexity and multidimensionality of the subject-object structure of the housing and communal services market as an object of research. The housing and utilities market is a complex system that includes two clusters: the utility and housing segments which differ in service parameters, market types, and the composition of market entities. The article analyzes key barriers to the introduction of smart technologies in the market of housing and communal services. Besides, the segmentation of consumers is carried out; a model of the hierarchy of needs of consumers of housing and communal services is proposed; the relationship between the needs and the selection of specific smart technologies for managing an apartment building is revealed.

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