scholarly journals Application of TQM for Customer Service in Relationship Marketing

2016 ◽  
Vol 5 (3) ◽  
pp. 479
Author(s):  
Fasil Taddes
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Service Operations ◽  
Marketing Strategies ◽  
Exploratory Research ◽  
Customer Needs ◽  
Customer Base ◽  
Mediating Role ◽  
The Relationship ◽  
Satisfactory Manner

<div><p><em>One of the contributions of TQM is the consideration of customers as integral part of the business. Meanwhile, modern marketing practices call for greater focus on relationship marketing. Although research shows that TQM plays a mediating role in marketing, clear mediating role has not been established. This research tries to investigate the areas where TQM plays the mediating role in relationship marketing. To achieve this, an inductive exploratory research is done by taking 10 different companies that have applied TQM for customer service operations. The result shows that TQM is used to address different customer base needs in equal and satisfactory manner by developing appropriate strategies aligned to the different customer needs. The main mediating role played by TQM was the consideration of different customer spans in revolutionizing traditional marketing approaches to more customized and differentiated relationship marketing strategies. TQM is applied to strategically incorporate different customer needs into one marketing spectrum by strategizing the relationship marketing platform.</em></p></div>

scholarly journals Faktor Nasabah Memilih BMT Mandiri Sejahtera Gresik

2015 ◽  
Vol 2 (8) ◽  
pp. 614
Author(s):  
Syukron Makmun ◽  
Ririn Tri Ratnasari
Keyword(s):  
Factor Analysis ◽  
Customer Service ◽  
Quantitative Method ◽  
Central Office ◽  
Sampling Technique ◽  
Revenue Sharing ◽  
Marketing Strategies ◽  
Administrative Cost ◽  
Customer Base ◽  
Written Test

This research is set to determine the factors that influence the customer in choosing BMT Mandiri Sejahtera Gresik which has a customer base of more than twenty thousand. This study uses a quantitative method with exploratory factor analysis. Characteristics of the population in this study is the customer BMT Mandiri Sejahtera. The number of samples at the time of the interview written test prelemenery test as 9 respondents, and to main test as many as 85 respondents. Sampling technique used was purposive sampling where the sample is taken from the customer BMT Mandiri Sejahtera Karangcangkring Central Office. Based on the results of the study indicate that there are six factors that affect the customer's decision choosing BMT Mandiri Sejahtera. Six such factors as a result of reduction of the processing of factor analysis. These six factors are named by a factor of revenue sharing, religiosity factors, factors of marketing strategies, factors saving gift, factor customer service, and the administrative cost factor.

scholarly journals A Mediating Role of Customer Value Between Customer Engagement and Loyalty: An Applied Study in Commercial Banks in Egypt

2018 ◽  
Vol 10 (1) ◽  
pp. 136 ◽  
Author(s):  
Eman Abdelhamid Hasnin
Keyword(s):  
Customer Service ◽  
Customer Loyalty ◽  
Commercial Banks ◽  
Customer Value ◽  
Customer Engagement ◽  
Suggested Approach ◽  
Mediating Role ◽  
Statistical Analysis Method ◽  
The Relationship

Purpose: The focus of this paper is providing a suggested approach to the nature of the relationship between the customer engagement and customer loyalty through the mediation role of the customer value.Methodology/approach: Through its selection of commercial banks in Egypt and the use of statistical analysis method SPSS.11. The data was analyzed using the AMOS pathway analysis to identify the nature of the relationships between variables.Findings: An artistic approach to understanding develop a model of the the relationship between customer value and customer loyalty within a mediating role of customer engagement in some commercial banks in Egypt. The research found that CE and CL improve the ability to building more effective customer service.

scholarly journals A Theoretical Perspective of Contract and Contractual Customer-Supplier Relationship in the Mobile Phone Service Sector

2017 ◽  
Vol 12 (7) ◽  
pp. 201 ◽  
Author(s):  
Muhammad Turki Alshurideh
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Service Sector ◽  
Theoretical Perspective ◽  
Customer Relationship ◽  
Mobile Service ◽  
Service Firms ◽  
Supplier Relationships ◽  
Contractual Relationship ◽  
The Relationship

Both contracts and contractual relationships as concepts have been rarely discussed from scholars’ perfectives in the Relationship Marketing (RM) branch of learning. Reviewing these concepts in the customer-service sector adds value because the majority of mobile service firms are losing their current contracted customers at a significant rate despite practicing different RM activities to retain active ones. Thus, this study introduces the concept of Contractual Customer Relationship Marketing (C-CRM) for the first time to the RM field of study and discusses how to employ Contractual Relationship Marketing (C-RM) especially in the use of contractual bonds to establish, maintain and extend customer-supplier relationships.This study targets various issues that are interrelated to the use of contracts to maintain and retain valuable customers in the mobile service sector. To explore these issues, this paper focuses on extending an understanding of contracts and their use in the contractual customer-supplier relationships. This requires an overview of the study’s topic in section one, with section two outlining the study’s importance. Section three provides an overview of the contract meaning and section four explaining the main benefits of using business contracts. Section five discusses the importance of using contracts for customer retention, then section six considers the contractual use in renewable situations, section seven reviews the relationship between contract use and customer switching, section eight explains how to employ contracts in prolonging customer-supplier relationships, and, finally, the concluding remarks are made in section nine.

scholarly journals Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance

2005 ◽  
Vol 9 (spe2) ◽  
pp. 18-35 ◽  
Author(s):  
Danny Pimentel Claro ◽  
Priscila Borin de Oliveira Claro ◽  
Decio Zylbersztajn
Keyword(s):  
Relationship Marketing ◽  
Joint Action ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Social Approach ◽  
Specific Investments ◽  
Potted Plant ◽  
Using Data ◽  
The Relationship

Relationship marketing is essential for success in business. The need to understand better the differences in the strategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives on inter-firm governance and networks to develop a theoretical framework to understand the success of long-term relationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers of theirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take the "hard", tangible strategy using transaction specific investments and fostering joint action, the successful suppliers take the "soft", social approach by emphasizing trust and the norm of flexibility in the relationship.

scholarly journals Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

2021 ◽  
Vol 13 (12) ◽  
pp. 6833
Author(s):  
Sufyan Habib ◽  
Nawaf N. Hamadneh ◽  
Mohammed Arshad Khan
Keyword(s):  
Relationship Marketing ◽  
Research Work ◽  
Marketing Strategies ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Tangible Rewards ◽  
Managerial Implications ◽  
Brand Resonance ◽  
The Relationship

This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

scholarly journals The Effect Of The Relationships Between Organisations And Their Suppliers On The Implementation Of Purchasing Marketing Strategies

2011 ◽  
Vol 4 (8) ◽  
Author(s):  
Matjaz Irsic
Keyword(s):  
Relationship Marketing ◽  
Bargaining Power ◽  
Marketing Strategies ◽  
Business Relationship ◽  
Short Term ◽  
Competitive Position ◽  
The Relationship ◽  
Short Term Effects

The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called relationship marketing with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.

scholarly journals Two-Way Communication and Customer Loyalty

2018 ◽  
pp. p75
Author(s):  
Samuel G. Etuk
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Regression Coefficient ◽  
Positive Influence ◽  
Customer Relationship ◽  
Telecommunication Industry ◽  
Considerable Influence ◽  
Customer Base ◽  
Loyal Customer ◽  
The Relationship

The relationship between communication as a relationship marketing underpinning and customer loyalty in the telecommunication industry in Akwa Ibom State was examined using MTN, GLO, Etisalat and Airtel companies. The methodology followed was exploratory and quantitative in nature. Questionnaire responses from 365 customers of the four telecommunication vendors in Akwa Ibom State were used as data for the study. The data were analyzed using Simple Regression statistic. The results showed a regression coefficient of 0.714. Meaning that communication has positive influence on the vendor customer relationship and thus serving as a driver of customer loyalty. Based on the findings it was concluded that operators that are mindful of communication are likely to have loyal customers. On the basis of the findings, it is recommended that telecommunication vendors wishing to build a loyal customer base should enable open, sincere and frequent interaction as this has considerable influence on customer loyalty.

Influence of Positioning Strategy and Relationship Marketing Towards Brand Imaging

2021 ◽  
Vol 3 (1) ◽  
pp. 32-52
Author(s):  
Muhammad Ismail
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Strategies ◽  
Positioning Strategy ◽  
The Relationship ◽  
Simultaneous Influence ◽  
Comprehensive Study

The purpose of the article (objective of the study is) to investigate the simultaneous and partial effect of positioning and relationship marketing strategies, as perceived by customers, towards brand image on customers of pre-paid GSM providers in Makassar. First, positioning strategy and relationship marketing have positive, partial, and simultaneous influence towards brand image of the pre-paid GSM cellular provider customers in Makassar. Secondly, positioning strategy relationship marketing and brand image have simultaneous influence towards brand loyalty of the pre-paid GSM cellular provider customers in Makassar. The originality of this study is that this is a comprehensive study analyzing the relationship between performance of positioning and marketing strategy, their relationship to brand image, and its implications towards brand loyalty.

scholarly journals Co-creation in a company with a strong

2013 ◽  
Vol 4 (2) ◽  
pp. 109
Author(s):  
Telma Gonçalves Cunha ◽  
Alessandro Marco Rosini
Keyword(s):  
Exploratory Research ◽  
Organization Size ◽  
Customer Base ◽  
The Creation ◽  
The Relationship ◽  
A Company

The purpose of this study is to analyze the relationship between the use of co-creation processes and creating value for the brand in organization size. The methodology of this study occurs through exploratory research supported by case study at Harley-Davidson organization. The results show that the different forms of co-creation used by the company consistently support the creation of value for the brand and the consequent growth of its customer base.

scholarly journals A Study on the Effect of Workplace Friendship Level on Consultant's Customer Orientation - Focusing on the Mediating Effect of Job Commitment

2020 ◽  
Vol 11 (2) ◽  
pp. 136
Author(s):  
Mi-Sun Eom ◽  
Yen-Yoo You
Keyword(s):  
Customer Service ◽  
Customer Orientation ◽  
Control Variable ◽  
Positive Influence ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Job Commitment ◽  
Workplace Friendship ◽  
Mediating Role ◽  
The Relationship

Background/Objectives: The purpose of this study was to examine the effect of the relationship between human resources and members on the consultant's customer service orientation as a way to secure a competitive advantage in order to continuously grow and develop a consulting firm.Methods/Statistical analysis: This study surveyed the consultants of consulting firms. The total number of samples used in the study was 180. The survey items consisted of 33 questions and the Likert 5-point scale was used for the measurement. As an empirical analysis, SPSS 22.0 was used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, regression analysis, and mediation effect analysis.Findings: According to the results of this study, the results were summarized as follows. First, Supervisor's friendship will affect the consultant's Job commitment. Second. Co-worker's friendship will affect the consultant's Job commitment. Third, Subordinate's friendship will affect the consultant's Job commitment. Fourth Supervisor's friendship will affect the consultant's customer orientation. Fifth, Co-worker's friendship will affect the consultant's customer orientation. Sixth, Subordinate's friendship will affect the consultant's customer orientation. In addition, there is no direct influence on customer orientation in the mediation of job commitment between friendship with supervisors, friends with co-workers, friends with subordinates, and consultants' customer orientation. Job involvement between friends, friends with subordinates, and consultants' customer orientation has been found to play a full mediating role as an indirect effect.Improvements/Applications: As a means of securing sustainable competitiveness, the relationship between the level of friendship in the workplace and the customer orientation of consultants was identified. Therefore, by measuring the level of friendships for the bosses, colleagues, and subordinates in various ways, the group that had the most positive influence was identified, and the opportunity to make practical contributions was prepared. However, in the future, it is required to consider the contract type of the members of the organization, the project status of each team, and the compensation system as a control variable.

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