Relationship marketing practices for retention of corporate customers in hospitality contract catering

2010 ◽  
Vol 16 (1) ◽  
pp. 1-10
Author(s):  
Evangelos Christou
Keyword(s):  
Organizational Change ◽  
Relationship Satisfaction ◽  
Conceptual Model ◽  
Relationship Marketing ◽  
Customer Retention ◽  
Business Relationships ◽  
Business Contract ◽  
Corporate Customers ◽  
The Relationship ◽  
Business To Business

Customer retention is specific to the context of each firm, and this is rarely recognized in models for customer retention. This paper studies how customer retention in hospitality business-to-business contract catering depends on the relationship substance built up due to interaction between the parties. Relationship substance may be of a more or less embedded ind, which is explored here in the form of relationship satisfaction and organizational change in the buying firm. A conceptual model is developed and tested on a sample of business relationships in business-to-business contract catering. The results support the fundamental effect that relationship satisfaction improves customer retention. The research also finds that the purchase development of contract catering customers increases retention, in particular if the customer who purchases more is also satisfied. However, when the contract caterer has achieved change in the customer firm, customer is reduced. Evidently, these customers consider that they are done with the seller and move to other sellers, or reduce their purchases altogether.

Relationship Marketing

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Relationship Marketing ◽  
Nature Development ◽  
The Relationship ◽  
Business To Business ◽  
Marketing Approach

The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competition and where the sole focus is on customers. Organisations are shown to have a portfolio of relationships with a range of stakeholders, most notably suppliers, employees, customers and shareholders. This chapter considers the nature, development and characteristics of interorganisational relationships and examines the potential of technology to enhance relationships with customers and suppliers based on trust and commitment.

Technology and Organizational Change

2020 ◽  
pp. 383-408
Author(s):  
Mohsen Attaran ◽  
Sharmin Attaran ◽  
Diane Kirkland
Keyword(s):  
Organizational Change ◽  
Information Systems ◽  
Conceptual Model ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Business Strategies ◽  
Key Factors ◽  
Potential Benefits ◽  
The Relationship

This chapter explores the changing dimensions of the workplace and highlights the relationship between technology and organizational change. The chapter begins by briefly reviewing some key perspectives that have emerged in the information systems (IS) literature to account for the relationship between technology and organizational change. It highlights the importance of smart workplace technologies, identifies determinants of successful workplace transformation, proposes a conceptual model for implementation, identifies key factors to consider, and covers some of the potential benefits. The chapter argues that digital transformation is more than just implementing digital technologies. Successful digital transformation occurs when business strategies or major sections of an organization are altered.

scholarly journals Marketing de Relacionamento: Uma Análise das Relações Business-To-Business em Varejistas Multimarcas do Segmento Surfwear

2014 ◽  
Vol 6 (1) ◽  
pp. 111-131
Author(s):  
Kátia Pinheiro Lamarca ◽  
Katherine Sresnewsky ◽  
Alexandre Barreto
Keyword(s):  
Relationship Marketing ◽  
Economic Value ◽  
Competitive Advantages ◽  
Market Environment ◽  
Good Relationship ◽  
Degree Of Satisfaction ◽  
Level Of Difficulty ◽  
The Relationship ◽  
Business To Business

In the current market environment, a good relationship with clients proves to be an essential item to be worked on maintaining competitive advantages. Especially in  relationships business-to-business, between retailers and their suppliers where transactions have high economic value. The level of difficulty in managing this relationship further increases in multi brand companies, which have high offer from suppliers. Therefore, this article aims to study the degree of satisfaction of multi brand retailers in surfwear apparel segment when it comes to the relationship with their suppliers. The survey was applied to a closed mailing of companies in the sector, and the responses were analyzed to verify the accuracy of the hypotheses raised by the authors, from the previously studied literature. Specific items on the actions of relationship marketing have had higher degree of dissatisfaction, and presented interesting links between the degree of satisfaction of retailers and the years of relationship with the supplier, the number of stores and the volume of purchases effected. 

A relationship marketing perspective to trade fairs: insights from participants

2015 ◽  
Vol 30 (5) ◽  
pp. 584-593 ◽  
Author(s):  
Maria Sarmento ◽  
Minoo Farhangmehr ◽  
Cláudia Simões
Keyword(s):  
Relationship Marketing ◽  
Information Exchange ◽  
Trade Fair ◽  
Relationship Building ◽  
Conceptual Foundation ◽  
Content Type ◽  
Innovative Solutions ◽  
Relational Interactions ◽  
The Relationship ◽  
Business To Business

Purpose – The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs. Design/methodology/approach – The paper reports a qualitative study that was undertaken to gain in-depth insights into the relevance of the trade fair context for business relationships. Key informants were trade fair organizers, trade fair exhibitors, trade fair visitors and experts in the field. Findings – Based on a qualitative approach, we propose a conceptual model that allows understanding the importance of relational interactions at B2B trade fairs. The model shows that interactions and networking served through information exchange, and social interaction among participants at B2B trade fairs are vital for relationship building and development. The model also highlights the fact that trade fairs are relevant to develop a relationship marketing strategy that involves interactions and networking with a multitude of players that goes beyond the interactions between exhibitors and visitors. The model also depicts the importance of trade fairs for product innovation and for generating innovative solutions to problems. Overall, findings suggest that a customized approach will become dominant in trade fairs. Originality/value – This paper’s contribution is twofold: first, to the relationship marketing literature for developing an understanding of the influence of a specific context in promoting particular interaction dynamics capable of affecting relationship development; second, to the literature on trade fairs by focusing on such context from a relationship marketing perspective.

scholarly journals KONSTRUKSI MODEL FAKTOR ANTESEDEN LOYALITAS BERBASIS NILAI PELANGGAN

2017 ◽  
Vol 13 (1) ◽  
pp. 56
Author(s):  
Irwan Christanto Edy
Keyword(s):  
Conceptual Model ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Value ◽  
Goodness Of Fit ◽  
Factor Model ◽  
Analysis Instrument ◽  
Relationship Of ◽  
The Relationship ◽  
The City

Abstrak: Konstruksi Model Faktor Anteseden Loyalitas Berbasis Nilai Pelanggan. Tujuan Penelitian ini adalah menguji model konseptual pengaruh nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional. Penelitian ini merupakan penelitian survai. Data yang digunakan adalah data primer dengan mengambil nasabah sebagai objek penelitian. Instrumen pengumpulan data berupa daftar pertanyaan (kuesioner) baik dengan pertanyaan terbuka maupun tertutup. Metode analisis data yang digunakan meliputi analisis uji instrumen, analisis statistik deskriptif, dan analisis SEM. Model konseptual yang menggambarkan hubungan nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional dapat diterima secara empiris. Penelitian ini menemukan bahwa nilai pelanggan dan layanan purna jual memberi kontribusi langsung yang signifikan terhadap loyalitas pelanggan. Kata Kunci: nilai pelanggan, loyalitas, pemasaran relasional Abstract: Construction of Antecedent Factor Model of Customer Value-Based Loyalty. The study aims to test the conceptual model of the effect of customer value on customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing. This study is a survey research. The data used are primary that motorcycles customers in the city of Surakarta, as research objects. Data collection instruments in the form of a list of questions (questionnaire) either the open or closed questions. Data analysis methods used include analysis instrument test, descriptive statistical analysis, and analysis of the SEM. The conceptual model that describes the relationship of the value of customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing empirically acceptable (meets the criteria Goodness of fit) scientific. This study found that the value of the customer and after-sales services contribute direct and significant to customer loyalty Keywords: customer value, loyalty, relationship marketing

scholarly journals The role of individual relationship marketing factors in influencing customer retention among microfinance institutions in Kenya

2020 ◽  
Vol 2 (3) ◽  
pp. 71-81
Author(s):  
Stella Nyongesa ◽  
Francis Kibera ◽  
Ruth Kiraka
Keyword(s):  
Relationship Marketing ◽  
Linear Regression Analysis ◽  
Relationship Management ◽  
Customer Retention ◽  
Shared Values ◽  
Customer Relationships ◽  
Retention Data ◽  
Relational Factors ◽  
The Relationship

Organizations seeking a competitive advantage are increasingly embracing relationship marketing programs to manage customer relationships more efficiently. However, despite the deployment of such relationship management programs, customer retention continues to be the greatest challenge facing many organizations. This paper argues that relationship marketing factors - trust, commitment, strong bonds, communication, shared values and keeping promises - each plays a unique role in influencing customer retention, however, the nature of the influence of these individual factors on customer retention moreover in a developing market context has not been empirically investigated much. Relying on social exchange theory and relational market behavior theory, this study sought to determine the relationship between these relational factors and customer retention. Data were collected among 492 customers of Kenya's microfinance sector, using a structured self-administered questionnaire. The association between individual relationship marketing factors and customer retention was tested through simple linear regression analysis. Results showed that among the six relational factors, communication and shared values were the most significant. The study makes a theoretical contribution to the relationship marketing knowledge base by providing empirical evidence on the role of individual relationship marketing factors in predicting customer retention. Marketing practitioners should develop relationship management programs that promote communication effectiveness and shared values.

Antecedents and postcedents of satisfaction in seller-business relationships: positive and negative alter egos

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nils Høgevold ◽  
Göran Svensson ◽  
Mornay Roberts-Lombard
Keyword(s):  
Relationship Marketing ◽  
Business Relationships ◽  
Content Type ◽  
Descriptive Research ◽  
The Past ◽  
Key Account ◽  
B2b Relationships ◽  
Alter Ego ◽  
Business To Business ◽  
Practical Implications

Purpose This study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships apply to seller business relationships. The purpose of this study is to test whether satisfaction functions as a connector between positive antecedents (trust and commitment) and negative postcedents (opportunism and conflict) in a business-to-business (B2B) relationship, based on a seller perspective. Design/methodology/approach A descriptive research design was applied and data was collected from Norwegian companies from the database of LinkedIn’s Sales Navigator. Respondents (Sales or Marketing Managers/Directors or Key Account Managers) were asked to identify one main business customer with whom they had interacted in the past year. A total of 213 responses could be used for data analysis. In addition, the measurement and structural models were assessed. Findings Trust was established as a positive alter ego of opportunism and opportunism as a negative alter ego of trust. The commitment was also determined to be a positive alter ego of conflict, with conflict being a negative alter ego of commitment. Furthermore, it was proven that alter egos are not opposites, but facets of antecedents and postcedents in relation to a connector, satisfaction. Research limitations/implications The tested model endorses the hypothesised relationships between trust, commitment, satisfaction, opportunism and conflict in Norwegian B2B relationships. Satisfaction is linked to its two antecedents and its outcomes and the hypothesised relationship between opportunism and conflict is also endorsed from a seller’s perspective in B2B relationships. Practical implications The findings can assist the B2B industry to understand how trust and commitment foster satisfaction, how satisfaction influences opportunism and conflict, and how opportunism relates to conflict in a seller-business relationship. Originality/value No previous study has focussed on relationship marketing in B2B relationships from a seller’s perspective to establish whether satisfaction functions as a connector between trust and commitment and opportunism and conflict.

Customer Retention Strategies: Benefits on Small Businesses in Nigeria

2016 ◽  
Vol 4 (3) ◽  
pp. 63-67
Author(s):  
Ibrahim Ahmed ◽  
Usman Yerima Abdullahi ◽  
Ibrahim Abba
Keyword(s):  
Conceptual Model ◽  
Small Businesses ◽  
Business Performance ◽  
Customer Retention ◽  
Secondary Data ◽  
Business Managers ◽  
Retention Strategies ◽  
The Relationship

Objective - This study endeavor to discover the benefits of customer retention strategies on customer retention and business performance in Nigeria. Methodology/Technique - Secondary data was used and a conceptual model developed to establish the relationship between customer retention and the retention strategies. Findings - The study observed that small businesses that practices customer retention strategies retains and satisfy their customers than those that do not. Novelty - It is recommended, however, that business managers should embrace the use of electronic mails, professionalism, welcoming complaints etc. as ingredients that lead to customer retention among small businesses. Type of Paper - Conceptual Keywords: Customers; Retention; Satisfaction and Strategy

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