The Effect of Relationship Marketing on Hotel Brand Equity and Customer Behavior Intention

2019 ◽  
Vol 34 (1) ◽  
pp. 81-102
Author(s):  
Bongwon Bae
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Customer Behavior ◽  
Behavior Intention

Impacts of Food-Service Franchise’s SNS Marketing Activities on Customer Behavior Intention

2019 ◽  
Vol 10 (1) ◽  
pp. 43-52
Author(s):  
Ju-Yeon Lee ◽  
Min-Ji Lee ◽  
Da-Jeong Kwon ◽  
Seung-Yeon Jeong ◽  
Soon-Beom Hur
Keyword(s):  
Food Service ◽  
Customer Behavior ◽  
Behavior Intention ◽  
Marketing Activities

The influence of relationship marketing orientation on brand equity in banks

2015 ◽  
Vol 26 ◽  
pp. 14-22 ◽  
Author(s):  
Dhanushanthini Yoganathan ◽  
Charles Jebarajakirthy ◽  
Paramaporn Thaichon
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Marketing Orientation

The Effect of Advertising on Sales and Brand Equity in Small Sport Businesses

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Ted Hayduk ◽  
Matthew Walker
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Small Businesses ◽  
Resource Constraints ◽  
Dynamic Panel ◽  
Entrepreneurial Marketing ◽  
Marketing Activities ◽  
Meaningful Relationships ◽  
Meaningful Connections ◽  
Dynamic Panel Estimator

Work in relationship marketing (RM) has implied that most large sport properties fail to enact sport relationship marketing (SRM) tactics that establish meaningful connections with consumers. Work in entrepreneurial marketing (EM) suggests that small businesses must innovate to implement elements of EM due to inherent resource constraints. Therefore, exploring SRM in an entrepreneurial, innovation-dependent context like small sport businesses (SSBs) may help explain why large sport fi rms struggle with SRM. Therefore, we examined whether SSBs’ marketing activities are generative of RM-specific outcomes and attempted to identify when and how these relationships can be augmented. Results from a dynamic panel estimator carried out on a sample of 332 SSBs over a 22-year span indicate that SSBs accrue only some of the benefits to be expected in the presence of successful SRM, highlighting the need to understand why sport properties of all sizes struggle to build meaningful relationships.

PENGARUH TRUST MARKETING, COMUNICATION MARKETING DAN CORPORATE IMAGE TERHADAP CUSTOMER BEHAVIOR INTENTION MELALUI CUSTOMER SATISFACTION PADA OBYEK WISATA GEOPARK BOJONEGORO

2019 ◽  
Vol 3 (4) ◽  
pp. 438-454
Author(s):  
Dedy Karuniawan ◽  
Woro Utari ◽  
Sri Hartati
Keyword(s):  
Customer Satisfaction ◽  
Customer Behavior ◽  
Corporate Image ◽  
Behavior Intention

Tujuan dari penelitian ini adalah Untuk mendiskripsikan marketing trust, communication marketing dan corporate image terhadap customer behavior intention melalui customer satisfaction pada Obyek Wisata Geopark Bojonegoro.Jenis penelitian ini dikategorikan sebagai explanatory research yang menggunakan pendekatan penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh wisatawan pada obyek wisata Geopark Bojonegoro. Adapun teknik pengambilan sampelnya dengan menggunakan insidental sampling, yaitu siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sebagai sampel.Hasil penelitian didapatkan bahwa Kondisi variabel Marketing trust, Corporate image, Customer satisfaction dan Customer behavior intention pada obyek wisata Geopark Bojonegoro dalam kondisi cukup baik dan Communication Marketing dalam kondisi baik. Communication Marketing dan Corporate image berpengaruh signifikan terhadap Customer behavior intention pada obyek wisata Geopark Bojonegoro, sedangkan Marketing trust dan Customer satisfaction  tidak berpengaruh signifikan. Marketing trust, Communication Marketing, Corporate image berpengaruh signifikan terhadap Customer satisfaction pada obyek wisata Geopark Bojonegoro.

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