scholarly journals Relational Marketing and Brand Community: the Case of Netflix

2020 ◽  
Vol 24 (2) ◽  
pp. 251-274
Author(s):  
Cristina González-Chans ◽  
Matías Membiela-Pollán ◽  
Manuel Cortés-Cuns
Keyword(s):  
Relationship Marketing ◽  
Relevant Literature ◽  
Brand Community ◽  
Collaborative Relationships ◽  
Relational Marketing ◽  
Marketing Model ◽  
Strong Focus ◽  
Production Company ◽  
The Relationship

The aim of this article is to examine the relationship marketing model and the concept of brand community based on a case study of the content platform and production company, Netflix. Relationship marketing places a strong focus on the strategic management of collaborative relationships with customers and other stakeholders as a way of creating and distributing value in an equitable and mutually beneficial way. This study focuses on the idea of ‘community around the brand’, understood as a structured set of social relationships between the ‘fans’ of a brand and between the brand and its customers, who often dictate brand decisions. A theoretical analysis of the subject and a review of the relevant literature are followed by a case study of the leading content streaming company, Netflix, which analyses the company’s relationship marketing and community-building strategies and their role in the brand’s success.

IT Architecture and Information Quality in Data Warehouse and Business Intelligence Environments

2014 ◽  
pp. 112-127
Author(s):  
Samuel Otero Schmidt ◽  
Edmir Parada Vasques Prado
Keyword(s):  
Data Warehouse ◽  
Business Intelligence ◽  
Information Quality ◽  
Relevant Literature ◽  
Research Model ◽  
Structured Interviews ◽  
It Architecture ◽  
Financial Company ◽  
The Relationship

Organizations are currently investing more in information technology to store and process a vast amount of information. Generally, this information does not comply with any standard, which hinders the decision-making process. The cause of the difficulties can be attributed to Information Quality (IQ), which has technical characteristics related to the architecture used in Data Warehouse (DW) and Business Intelligence (BI) environments. On the basis of the relevant literature in IQ, DW, and BI, a research model was created to identify the relations between components of DW/BI architecture and IQ dimensions. This research model was applied in a real case study (Big Financial Company in Brazil). This case study involved semi-structured interviews with managers and analysts. This chapter attempts to provide a better understanding of the relations between IT architecture and IQ in DW and BI environments. The authors hope to motivate the discussion around the development of IQ-oriented architectures for BI and the relationship between these concepts.

Income Inequality and Crime: An Empirical Analysis of the Italian Case

2011 ◽  
Vol 29 (1) ◽  
pp. 105-122
Author(s):  
Caterina Astarita
Keyword(s):  
Income Inequality ◽  
Relevant Literature ◽  
Dynamic Panel Data ◽  
Inequality Measures ◽  
Italian Case ◽  
Italian Regions ◽  
Empirical Perspective ◽  
Independent Variable ◽  
The Relationship

Abstract This paper examines the relationship between income inequality and crime from an empirical perspective referring to Italy as a case study. Both static and dynamic panel data techniques are applied to a dataset drawn from 19 Italian regions for the period 1980-2004. As the key independent variable selected is the Gini index, further inequality measures are used for checking the robustness of the results. The econometric exercises suggest a negative link between inequality and crime. The finding, infrequently recognized in the relevant literature, can be supported by some broad explanations as well as by some peculiarities of the Italian case.

Customer centricity for growth – Yes Bank experience

2013 ◽  
Vol 3 (2) ◽  
pp. 1-16 ◽  
Author(s):  
Dhananjay Bapat ◽  
Asha Naik
Keyword(s):  
Financial Performance ◽  
Learning Outcomes ◽  
Customer Service ◽  
Subject Area ◽  
Executive Development ◽  
Content Type ◽  
Strong Focus ◽  
Customer Centricity ◽  
The Relationship

Subject area Marketing, strategy. Study level/applicability This case is suitable for post graduate and executive development students. Case overview The case provides perspectives of customer centric practices of Yes Bank which has the objective of becoming the best quality bank of the world in India. The case study outlines how Yes Bank has become the fastest growing bank by its strong focus on customers through its committed and innovative employees. The customer centricity develops strong existing relationships and focuses on providing exceptional customer service, leading to better financial performance. Expected learning outcomes These include: highlighting the characteristics of customer centric organizations; discussing how Yes Bank practised customer centricity despite the limitation of being a new bank with no experience; describing the key differentiators and comparing with those of other banks; and establishing the relationship between customer centric practices with financial performance. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Aplicación de la mercadotecnia relacional en una empresa de venta de café de Baja California

2017 ◽  
Vol 30 (71) ◽  
Author(s):  
Isaac Cruz Estrada
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Baja California ◽  
Empirical Studies ◽  
Relational Marketing ◽  
Marketing Process ◽  
The Creation ◽  
Estudio De Caso

El objetivo de esta investigación es proponer un proceso de mercadotecnia relacional en una empresa de venta de café en Baja California, como estudio de caso. Primero se conceptualiza la mercadotecnia relacional y su contribución para la creación de valor en las organizaciones, además se incluyen estudios empíricos de diversos autores, quienes señalan la influencia de este proceso en la satisfacción del cliente. Se aplicaron 149 encuestas para obtener la correlación entre la garantía de ofrecer un producto o servicio, y la generación de valor mediante la entrega de elementos tangibles e intangibles para la satisfacción del cliente. La propuesta pertenece a la empresa en la que se realizó la investigación, y es posible adaptarla a organizaciones que ofrezcan un servicio, que presenten la situación estudiada.Implementing relational marketing in a coffee selling company in Baja CaliforniaThe aim of this investigation is to propose a relationship marketing process in a coffee selling company in Baja California as a case study. First, relationship marketing is conceptualized and its contribution to the creation of value in organizations is analyzed; moreover, empirical studies from various authors, who point out the influence of this process on customer satisfaction, are included. 149 surveys were conducted in order to obtain the correlation between the guarantee to offer a product or service and value generation by delivering tangible and intangible elements for customer satisfaction. This proposal belongs to the company where the research was carried out; it can be adapted to organizations which offer a service and are in the situation studied.

Business relationship framework in Indonesia: relationship marketing vs transaction cost

2016 ◽  
Vol 10 (1) ◽  
pp. 61-77 ◽  
Author(s):  
Anton Agus Setyawan ◽  
Bernardinus Maria Purwanto ◽  
Basu Swastha Dharmmesta ◽  
Sahid Susilo Nugroho
Keyword(s):  
Transaction Cost ◽  
Relationship Marketing ◽  
Depth Information ◽  
Business Relationship ◽  
Content Type ◽  
Business Partners ◽  
Relationship Of ◽  
The Relationship ◽  
Oil Company

Purpose – This paper aims to explore business relationship framework between two companies. In this research, relationship marketing and transaction cost were used as frameworks to analyze business relationship of two different kinds of companies in Indonesia, oil company and hypermarket. Gronroos (1994) defines relationship marketing is establishing, maintaining and enhancing relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises. This definition is a key to analyze the relationship of retailer and their supplier. In contrast, Williamson (1980) argued that relationship in business organization is based on their economic interest, and this approach is known as transaction cost approach. In this kind of relationship, business organizations consider cost and benefit of business relationship. Design/methodology/approach – The design of this study is triangulation. Two approaches were used to answer the research questions. A survey involving 204 respondents was conducted. These are companies in Indonesia oil and gas and retail industries. The types of power of those companies were analyzed using descriptive statistic and paired t test. Also, case study was conducted to gain depth information of two companies, with a large number of business partners among the respondents. The design of case study is holistic case study. Findings – The result shows that, in the oil company, the relationship between a company and their supplier is tied on a strict contract. In fact, the relationship of supplier and company in a fuel company based on transaction cost theory. In the retail company, the relationship of supplier and retailer based on trust, commitment and satisfaction. Those three construct are the foundation of relationship marketing. Companies in those two industries tend to use non-coercive power to influence their business partners. Originality/value – This study analyzes type of business relationship in industries in emerging markets. It also discusses type of influence strategy used by companies to control their business partners to gain mutual benefit.

Building a Relationship with Ethnic Consumers

2014 ◽  
Vol 3 (4) ◽  
pp. 40-54 ◽  
Author(s):  
Cinzia Maria Rita Panero
Keyword(s):  
Consumer Behavior ◽  
Ethnic Minorities ◽  
Large Scale ◽  
Relevant Literature ◽  
Marketing Strategies ◽  
The Relationship

In recent decades many Countries have become multicultural societies. Many researchers have stressed the relevance of understanding the ethnic cultures and their impact on consumption behaviors and marketing practices. This is even more true in Countries that only recently are facing the presence of ethnic minorities. This article aims at analyzing the beginning of the relationship between indigenous retailers and immigrants. After a review of relevant literature in the area of ethnic consumer behavior and retailer marketing strategies, this article analyzes a case study, involving an Italian large-scale retailer, and its project aiming at targeting ethnic consumers. Issues and implications are then discussed.

Relationship Marketing Model

2018 ◽  
Vol 9 (2) ◽  
pp. 16-32 ◽  
Author(s):  
Sara Sarwari
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Positive Emotions ◽  
Hospitality Industry ◽  
Equation Modeling ◽  
Marketing Model ◽  
The Relationship

To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. Findings imply that increase of the positive emotions of customers will increase the relationship quality between the hoteliers and the customers, which ultimately introduce more loyal customers in the five-star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.

scholarly journals The Relationship Between Human Capital and Financial Development: A Case Study of Turkey

2019 ◽  
Vol 11 (1) ◽  
pp. 157
Author(s):  
Mehmet Nar
Keyword(s):  
Human Capital ◽  
Financial Development ◽  
Capital Accumulation ◽  
Relevant Literature ◽  
Financial Variables ◽  
Education And Health ◽  
Development Indicator ◽  
The Relationship ◽  
Financial Development Index

The current growth literature has focused on the contribution of the human and financial variables to growth. This has led to an insufficient and low number of studies investigating the relationship between the financial and human variables. However, in order to establish effective public policies, the correlation between these two variables must be well known. In line with this necessity, this study aimed to contribute the relevant literature by investigating the relations of the two variables in the case of Turkey. To do so, firstly, the human and financial development index for Turkey was established. Subsequently, the financial development indicator was measured through the M2/GDP ratio, and the human capital indicator was measured through the education and health expenditures/GDP ratio. Through the econometric analysis carried out using the data from the period of 1998-2016, the existence of causality and the direction of this causality between the financial development and human capital accumulation in Turkey were investigated. As a result, it was observed that in Turkey, while financial development causes the accumulation of human capital, there is no significant causality directed from human capital to financial development.

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