An Empirical Study on the causal relation of Corporate’s Cultural Marketing Initiatives, e-Global Strategies Factor and Customer Relationship Performance

Not until very recently has mobile phone technology become sophisticated enough to allow more complex customized programs, which enable companies to offer new services to customers as part of customer relationship management (CRM) programs. In order to enhance customer relationships and to be adopted by customers, new mobile services need to be perceived as valuable additions to existing services. The purpose of this study was to investigate the appeal of new mobile CRM services to airline customers. An empirical study was conducted among loyalty program customers (frequent flyers) of an airline that was considering using MIDlet applications in order to add new mobile services to enhance customer relationships. The results show that customers do not yet seem to be ready to fully embrace new mobile applications. Although the services appeared to slightly improve customers’ image of the airline, the services did not seem to enhance their loyalty towards it. However, customers who already used sophisticated mobile services, such as the Mobile Internet, had a significantly more positive attitude towards the proposed services. Thus the success of mobile CRM seems closely linked with customers’ readiness to use existing mobile services. Before engaging in costly new investments, companies need to take this factor into serious consideration.

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The Dark Side of Cultural Intelligence: Exploring Its Impact on Opportunism, Ethical Relativism, and Customer Relationship Performance

Business Ethics Quarterly ◽

10.1017/beq.2020.2 ◽

2020 ◽

Vol 30 (4) ◽

pp. 552-590

Author(s):

Melanie P. Lorenz ◽

Jase R. Ramsey ◽

James “Mick” Andzulis ◽

George R. Franke

Keyword(s):

Cultural Intelligence ◽

Cross Cultural ◽

Customer Relationship ◽

Work Outcomes ◽

Dark Side ◽

Ethical Relativism ◽

Managerial Implications ◽

Bright Side ◽

Relationship Performance ◽

Opposing Effects

ABSTRACTEmployees who possess cross-cultural capabilities are increasingly sought after due to unparalleled numbers of cross-cultural interactions. Previous research has primarily focused on the bright side of these capabilities, including important individual and work outcomes. In contrast, the purpose of this study is to demonstrate that the cross-cultural capability of cultural intelligence (CQ) can lead to both positive and negative outcomes. Applying the general theory of confluence, we propose that expatriates high in CQ excel in customer relationship performance, while simultaneously behaving opportunistically. We also suggest that ethical relativism moderates these relationships. Using mixed methods, four separate studies generally support our predictions while also deepening our understanding of various forms of opportunism and the mechanism behind two seemingly opposing effects. Conceptual and managerial implications of CQ for opportunism, customer relationship performance, and ethics are discussed.

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An empirical study of research trends and forecasts: Customer relationship management

AFRICAN JOURNAL OF BUSINESS MANAGEMENT ◽

10.5897/ajbm11.1826 ◽

2012 ◽

Vol 6 (4) ◽

Author(s):

Hsu-Hao Tsai

Keyword(s):

Empirical Study ◽

Customer Relationship Management ◽

Relationship Management ◽

Research Trends ◽

Customer Relationship

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