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 It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated.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.

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.

scholarly journals Making sense of maritime supply chain: a relationship marketing approach

2021 ◽  
Vol 6 (1) ◽  
Author(s):  
Oluyomi A. Osobajo ◽  
Ioannis Koliousis ◽  
Heather McLaughlin
Keyword(s):  
Supply Chain ◽  
Relationship Marketing ◽  
Supply Chain Performance ◽  
General Overview ◽  
Making Sense ◽  
Structure Relationship ◽  
The Relationship ◽  
Desk Research ◽  
Marketing Approach

AbstractBuilding a relationship with the maritime supply chain partners is considered imperative for organisations to survive and remain competitive. Yet, several studies that examined the maritime supply chain have not adequately explored nor assessed the relationship constructs that impacts maritime supply chain performance. This study intends to fill this gap and ascertain the influence that certain relationship elements have on the maritime supply chain performance. The study is solely a desk research. After providing a general overview of maritime supply chain and its structure, relationship marketing paradigm and relationship constructs, this study examines the influence that the identified relationship constructs (i.e. trust, commitment and satisfaction) has on supply chain performance. The study asserts that the present of the identified relationship constructs (i.e. trust, commitment and satisfaction) among supply chain partners will influence supply chain performance positively. Hence, building a successful long-term relationship among maritime supply chain partners requires an understanding of these key relationship constructs.

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.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

Faking it: salesperson emotional intelligence’s influence on emotional labor strategies and customer outcomes

2018 ◽  
Vol 33 (1) ◽  
pp. 53-71 ◽  
Author(s):  
Duleep Delpechitre ◽  
Lisa Beeler
Keyword(s):  
Emotional Labor ◽  
Business Environment ◽  
Assessment Tools ◽  
Behavioral Strategies ◽  
Sales Managers ◽  
Content Type ◽  
The Relationship ◽  
Business To Business ◽  
Customer Outcomes ◽  
Potential Customers

Purpose The purpose of this paper is to investigate how salesperson’s emotional intelligence (EI) influences salesperson behaviors (i.e. emotional labor strategies) and the influence these behavioral strategies have on customer’s outcomes. Design/methodology/approach The study develops a conceptual model using past literature and tests hypotheses using a salesperson-prospective customer dyadic sample. To participate in the study, 224 salespeople and their potential customers were recruited from three different companies. Findings Results reveal the importance of conceptualizing the dimensionality of a salesperson’s EI ability, as different dimensions impact customer outcomes differently. Additionally, the importance of salesperson’s authentic emotional labor strategies is highlighted. Practical implications EI is a foundation for successful selling in a business-to-business environment, but it is not a silver bullet. Sales managers and recruiters should use assessment tools to evaluate sales recruit’s EI, but it is also critical to train salespeople to engage in deep acting, creating authentic emotions in the buyer-seller relationship. Originality/value Using a dyadic sample, this study suggests that the dimensions of EI and emotional labor strategies influence customer’s perception of salesperson’s trustworthiness and propensity to continue the relationship with the salesperson differently. Specifically, not all dimensions of salesperson’s EI is found to be positive, and only salesperson’s authentic (deep) emotional strategies are found to influence customer outcomes positively.

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