Structural Relationship among Relationship Marketing, and Relationship Quality and Re-use Intention of Adult Ballet Academy

2020 ◽  
Vol 78 (2) ◽  
pp. 165-181
Author(s):  
Young-Jae Jung
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Structural Relationship

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

To Be Or Not To Be Visible In Company-Managed Virtual Communities?

2014 ◽  
Vol 5 (4) ◽  
pp. 20-37
Author(s):  
Imene Ben Yahia
Keyword(s):  
Structural Equation Modeling ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Structural Equation ◽  
Virtual Communities ◽  
Group Analysis ◽  
Virtual Community ◽  
Equation Modeling ◽  
Modeling Techniques ◽  
The Relationship

This research investigates how the companies' efforts' visibility influence VCs members' loyalty. Based on the relationship marketing and the signaling theory, it posits that perceived benefits by members influence loyalty through the full mediation of the relationship investments and the relationship quality. However, this influence is moderated by the visibility of companies' efforts. Data from 342 members of company-managed virtual communities were collected. The sample was divided into two groups according to the visibility of the company's efforts. Data were analyzed using structural equation modeling techniques and multi-group analysis. Results show that this influence is significant when the efforts of the company are visible and not significant when they are not. Providing benefits to members is then not enough to foster loyalty. The company has to be a visible partner who contributes in the success of the virtual community.

Dimensionality of frontline employee friendliness in service encounters

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Melanie F. Boninsegni ◽  
Olivier Furrer ◽  
Anna S. Mattila
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Quantitative Research ◽  
Factor Model ◽  
Perceived Value ◽  
Measurement Instrument ◽  
Critical Determinant ◽  
Content Type ◽  
Frontline Employee ◽  
Quantitative Survey

PurposeThis article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies suggest FLE friendliness, defined as a tendency to convey an affective customer–employee social interaction, is a critical determinant of relationship marketing, but few scholars agree on its dimensionality. This study seeks a deeper understanding of FLE friendliness by investigating its different dimensions in various service contexts.Design/methodology/approachThe mixed-method design, including both qualitative and quantitative research, offers a deeper understanding of the phenomenon of FLE friendliness.FindingsThe content analysis suggests FLE friendliness is multidimensional and composed of humorous, informal, conversational, and approachable behaviors. The results of a quantitative survey, conducted across four service contexts, validate this four-factor model. A second quantitative survey across two service contexts reveals the weights and relative importance of the dimensions, and then a third quantitative survey across three service contexts confirms that FLE friendliness is a significant driver of relationship quality, perceived value, and repatronage intentions (indirectly).Originality/valueThis study contributes to relationship marketing literature by strengthening the conceptual foundations of FLE friendliness, clarifying the dimensionality of the construct, developing a comprehensive measurement instrument, and extending previous research on the customer–employee interactions.

Relationship orientation in banking and insurance services – a review of the evidence

2018 ◽  
Vol 10 (3) ◽  
pp. 237-255 ◽  
Author(s):  
Ankitha Shetty ◽  
Savitha Basri
Keyword(s):  
Relationship Quality ◽  
Relationship Marketing ◽  
Bibliographic Databases ◽  
Sales Representatives ◽  
Conceptual Base ◽  
Content Type ◽  
Adaptive Selling ◽  
Relationship Orientation ◽  
Contact Frequency ◽  
Sales Effectiveness

Purpose This study aims to review the published empirical research on relationship orientation in banking and insurance services. The objective of the study is to understand whether a strong customer–sales representative relationship contributes to sales effectiveness and to know the significance of relational behaviors in developing and maintaining long-term relationship. Design/methodology/approach Through Boolean search, a systematic review with narrative synthesis was conducted. Relevant electronic bibliographic databases and reference lists of pertinent review articles were searched. Screening and eligibility of articles were based on participants, interventions, comparisons, outcomes (PICO) model and PRISMA (Preferred Reporting Items for Systematic reviews) guidelines. Findings A total of 22 papers were finalized for the study, and results reveal that customer orientation behavior and adaptive selling behavior of sales representatives improve relationship quality, culminating in higher customer satisfaction, enhanced loyalty and escalated commitment, whereas selling orientation diminishes the relationship quality. The attributes of sales person especially contact intensity, contact frequency and client knowledge augment sales effectiveness and longstanding relationship with the customers. Practical implications This paper would provide valuable insights for financial sales representatives, academicians and practitioners of relationship marketing in the area of banking and insurance services. Personalization and customizations are important aspects of the provision of social benefits that strengthen competitive advantage. Originality/value Although the relevance of relationship marketing has been acknowledged, the conceptual base of relationship orientation in banking and insurance services has received only limited attention.

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