scholarly journals The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective

2017 ◽  
Vol 15 (1) ◽  
pp. 132-139
Author(s):  
Edmund O. Amoakoh ◽  
Matsidiso N. Naong
Keyword(s):  
Relationship Marketing ◽  
Value Creation ◽  
Small Businesses ◽  
Theoretical Perspective ◽  
Relationship Building ◽  
Marketing Model ◽  
Key Variables ◽  
Main Determinants ◽  
Entrepreneurial Activities ◽  
The Relationship

Relationship marketing (RM) concept seems to be best understood and embraced more by big business, while amongst myriad of small businesses it seems less prominent. This paper explores the need for RM as a determinant to hair salon’s competitiveness and growth. Hair industry in SA is declared a multi-billion dollar industry, their stagnation prompted this study. This paper contends that relationship building with customers has a profound effect on the inclination of a customer to return to the business. With the key variables of the relationship marketing model as the main determinants are namely service quality, customer satisfaction and customer retention. Increased practice of RM within this industry will enable owners to embrace entrepreneurial activities imperative for competitiveness, value creation and sustainability.

scholarly journals VALUE CO-CREATION THROUGH SOCIAL MEDIA: A CASE STUDY OF A START-UP COMPANY

2019 ◽  
Vol 20 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Junic Kim ◽  
Hwanho Choi
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Small Businesses ◽  
Start Up ◽  
Media Platform ◽  
Social Media Tools ◽  
Start Ups ◽  
The Relationship ◽  
Social Media Strategy

This research examines social media users’ value-creation processes and the drivers of a start-up company’s successful social media strategy. This research primarily aims to understand start-ups’ effective utilization of social media and value co-creation processes. Although utilizing social media has become key for many organizations, start-ups and small businesses often suffer from a lack of understanding and knowledge of the utilization of social media tools. Therefore, this article uses a case study on the relationship between a social media platform and users’ value co-creation to offer a conceptual framework for start-ups to consider in utilizing social media. Our research reveals that four core drivers of social media success include experience, satisfaction, expression, and sharing ability. Each of these drivers in turn contains conditions for understanding users’ value-creation process and the creation of drivers for successful social media strategies. The research contributes to literature by providing a detailed review of users’ value co-creation as a part of a start-up’s successful social media strategy.

Understanding Union Commitment Among Young Workers: A Cross-Theoretical Perspective

2021 ◽  
Vol 76 (2) ◽  
pp. 265-290
Author(s):  
Marc-Antonin Hennebert ◽  
Chloe Fortin-Bergeron ◽  
Olivier Doucet
Keyword(s):  
Local Level ◽  
Theoretical Perspective ◽  
Young Workers ◽  
Union Commitment ◽  
Local Union ◽  
Empirical Survey ◽  
Main Determinants ◽  
The Relationship ◽  
Shed Light ◽  
Structural Aspects

This study aims to shed light on the main determinants of and barriers to union commitment among young workers and, more generally, the relationship young workers have with union life. So far, the relationship between young workers and unionism has been examined mainly in terms of the challenges of access to unionization that confront young workers, a group generally underrepresented in union membership. The more specific issue of union commitment among young workers, once they become unionized, has remained largely underexplored in the literature. Using quantitative and qualitative data from an empirical survey of young unionized workers in the Quebec public service, our study identifies and compares the main factors that explain union commitment among young unionized workers and the theoretical underpinnings. It also seeks to shed light on the barriers to this commitment and identifies the organizational measures that could facilitate union commitment among young workers, based on the perceptions expressed by young union members. Our findings indicate that unions should adopt multidimensional organizational measures to foster union commitment among young workers, with a first step being to increase personalized contact between local union representatives and young members. Such investments at the local level are critical, as shown by our quantitative and qualitative findings. Thus, any reform or measure aimed at encouraging union involvement of young workers should not be limited merely to structural aspects but should also take into account the attitudinal and relational underpinnings of young workers’ commitment to their union. By shifting the focus from youth unionization to young members’ involvement in union bodies, our study will contribute to debate about union representation and the generational renewal of the labour movement’s activist base.

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.

Canadian National Sport Organizations’ Use of the Web for Relationship Marketing in Promoting Sport Participation

2009 ◽  
Vol 2 (2) ◽  
pp. 164-184 ◽  
Author(s):  
Vassil Girginov ◽  
Marijke Taks ◽  
Bob Boucher ◽  
Scott Martyn ◽  
Marge Holman ◽  
...  
Keyword(s):  
Relationship Marketing ◽  
Web Sites ◽  
Process Model ◽  
Sport Participation ◽  
Relationship Building ◽  
Sport Organizations ◽  
Building Process ◽  
Use Of The Internet ◽  
The Relationship ◽  
The Web

Sport-participation development requires a systematic process involving knowledge creation and dissemination and interactions between national sport organizations (NSOs), participants, clubs, and associations, as well as other agencies. Using a relationship-marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this article addresses the question, How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport-delivery partners? Ten Canadian NSOs’ Web sites were examined. Functionality was analyzed using Burgess and Cooper’s (2000) eMICA model, and NSOs’ use of the Internet to establish and maintain relationships with sport participants was analyzed using Wang, Head, and Archer’s (2000) relationshipbuilding process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and -dissemination activities, which make up the relationship-building process, appear sparse and in some cases are lagging behind the voluntary sector in the country.

The Determinants of CoCo Bond Prices

2019 ◽  
Keyword(s):  
Explanatory Power ◽  
Theoretical Framework ◽  
Design Features ◽  
Absorption Mechanism ◽  
Bond Prices ◽  
Explanatory Variables ◽  
Equity Derivatives ◽  
Key Variables ◽  
Main Determinants ◽  
The Relationship

This study aims to empirically test how contingent convertible (CoCo) bond prices are affected by the main theoretical determinants and design features. The theoretical framework used in this article is the Equity Derivatives Model suggested by De Spiegeleer and Schoutens (2012). The authors test for the relationship between CoCo prices and key variables suggested by this model. They find that the main determinants are mostly significant and that the explanatory power of the model is high with an R-squared of 86%. The power of the model is not affected by the loss absorption mechanism (conversion to equity or principal write-down). They also identify a number of additional explanatory variables of importance.

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.

Does the adoption of customer and competitor orientations make small hospitality businesses more entrepreneurial?

2015 ◽  
Vol 27 (1) ◽  
pp. 71-86 ◽  
Author(s):  
Galimzhan Aidarkulovich Seilov
Keyword(s):  
Entrepreneurial Orientation ◽  
Small Businesses ◽  
Learning Capability ◽  
Content Type ◽  
Future Studies ◽  
Strategic Approach ◽  
Consumer Habits ◽  
Entrepreneurial Activities ◽  
The Relationship ◽  
Self Administered Questionnaire

Purpose – This paper aims to investigate the influence of customer and competitor orientations on the entrepreneurial orientation of small hospitality enterprises in Kazakhstan. Design/methodology/approach – The research uses quantitative data collected through a self-administered questionnaire from 318 entrepreneurs who participated in the survey. Findings – The findings of the study demonstrated that there is a positive relationship between customer and competitor orientations and the entrepreneurial orientation of small hospitality businesses in Kazakhstan. Research limitations/implications – Future studies should also consider additional contingencies such as organizational learning capability and environmental dynamism. In addition, it is recommended that future studies look into the effect of customer and market orientations on small- and medium-sized enterprises (SME) performance. Practical implications – The findings of the study showed that hospitality in small businesses needs to embrace a new way of thinking and adopt a more strategic approach to their entrepreneurial activities through proactively responding to constantly changing customer needs and competitors’ moves. Originality/value – This study offers insights into the relationship between strategy and entrepreneurship in the context of small hospitality businesses. In particular, it develops an understanding about the factors that stimulate small hospitality businesses’ entrepreneurial orientations in a dynamic and competitive environment marked by the growing pressure of continuously changing consumer habits and direct competition both from SME counterparts and large enterprises.

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.

Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations

2000 ◽  
Vol 64 (3) ◽  
pp. 34-49 ◽  
Author(s):  
Thomas W. Gruen ◽  
John O. Summers ◽  
Frank Acito
Keyword(s):  
Relationship Marketing ◽  
Affective Commitment ◽  
Professional Associations ◽  
Structural Equations ◽  
Relationship Building ◽  
Membership Retention ◽  
Member Retention ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
The Relationship

The authors conceptualize and empirically examine professional associations’ relationship-building efforts (core services performance, rewards for contributions, dissemination of organizational knowledge, member interdependence enhancement activities, and reliance on external membership requirements) that are theorized to enhance their membership's commitment to the relationship as well as the membership's relationship behaviors. Three components of commitment—affective, continuance, and normative—are theorized to mediate differentially the correlation between the associations’ relationship-building efforts and their members’ relationship behaviors (membership retention, exchange-based participation, and cooperatively based coproduction). Confirmatory factor analysis validates the commitment measures, and structural equations analysis indicates that normative and affective commitment partially mediate the effects of selected relationship-building efforts on coproduction and member participation. Core services performance was the only construct in the model found to affect member retention.

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.

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