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. 

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 It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated.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

scholarly journals The relationship marketing practices of travel agencies in the Western Cape Province

2008 ◽  
Vol 39 (4) ◽  
pp. 15-26 ◽  
Author(s):  
M. Roberts-Lombard ◽  
T. F.J. Steyn
Keyword(s):  
Relationship Marketing ◽  
Direct Marketing ◽  
Management Tool ◽  
Travel Agency ◽  
Western Cape ◽  
Market Environment ◽  
Western Cape Province ◽  
Travel Agencies ◽  
Role Players ◽  
The Relationship

Relationship marketing has received much attention and widespread publicity over the past ten years and has moved to the forefront of research and practice. It provides organizations with a management tool to establish economically profitable relationships, networks and interactions with different, but equally important stakeholder markets. The purpose of the article is to research the relationship marketing practices of travel agencies in the Western Cape province. The empirical research component of the study consisted of the completion of structured questionnaires through personal interviews. The questionnaire consisted of a structured format and incorporated two types of questions, namely closed-ended questions and five point Likert-type statements. The findings of the study concluded that the relationships between travel agencies and the different role players in their market environment are fragmented. The direct marketing initiatives of SAA and hotel groups such as the Southern Sun and Protea hotels are putting strain on the current relationship between travel agencies and these suppliers. The managerial implications for the study specify that an environment must be created which is more accessible to the critical interaction between the travel agency in the Western Cape province and its different role players. This is especially relevant considering that organisations are continuously becoming more aware that their success within a highly competitive market environment depends on the building of long term relationships with each of these role players.

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 The Applied Principles of Development of the Marketing Program of the Communications Operator PrAT «VF Ukraine» Taking into Account the Impact of Relationship Marketing

2020 ◽  
Vol 11 (514) ◽  
pp. 462-467
Author(s):  
V. A. Koliadenko ◽  
◽  
Y. V. Vasylchenko ◽  
Keyword(s):  
Relationship Marketing ◽  
Marketing Strategies ◽  
Service Improvement ◽  
Competitive Advantages ◽  
Communication Services ◽  
Basic Principles ◽  
Marketing Program ◽  
General Action ◽  
The Impact ◽  
The Relationship

The article is aimed at defining and substantiating the basic principles of the communications operator’s marketing program, taking into account the impact of the conception of relationship marketing, since many communication services companies direct most of their resources to attract new customers. Efforts to keep existing customers are minimal, at least as far as the official marketing program is concerned. This view of marketing is restrictive and potentially useless. The publication defines the mechanism of general action of marketing relations to the enterprise; mandatory trends and accents, which should be taken into account during changes in the marketing program, are specified as follows: service; client orientedness; strong ties with clients on one hand and partners, shareholders, investors, suppliers on the other hand; Internet marketing; branding; development of related applications. The process of implementing the relationship marketing is considered, the main purpose of which is to increase the competitiveness and profitability of the enterprise by meeting the needs of client?le and preserving the existing customers. The existing possible marketing strategies of relationship marketing that can serve as a basis for the company’s marketing program are examined: the main strategy of service; adjustment of relationship; service improvement; pricing of relationships; internal marketing. Taking into account the carried out researches, the necessity to amend the marketing program of the enterprise is substantiated, it is determined that the operator’s application of the specified conception in the marketing of the company increases profitability, brand loyalty, encourages greater differentiation of goods/services, and gaining competitive advantages. To maintain the relationships, a good service is needed – this will become one of the leading benchmarks and priorities as to the changes in the company’s marketing program. To achieve the goal set, it is necessary to improve the existing marketing program of the company in accordance with the new conception.

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 Kualitas Layanan Dan Relationship Marketing Terhadap Loyalitas Nasabah Pada Bank Jatim Cabang Perak Surabaya

2016 ◽  
Vol 3 (02) ◽  
Author(s):  
Feliks Anggia B.P ◽  
Nurul Eka Rachmawati ◽  
Hotman Panjaitan
Keyword(s):  
Service Quality ◽  
Key Words ◽  
Relationship Marketing ◽  
Structural Equation Model ◽  
Random Sampling ◽  
Structural Equation ◽  
Equation Model ◽  
Sem Analysis ◽  
Good Relationship ◽  
The Relationship

This research talked about client loyalty in the East Java Bank of Perak Branch,Surabaya. This research was focused on the enhancement of client loyalty based on theservice quality, and relationship marketing. From the testing results on the model in thisresearch, by using random sampling, structural equation model (SEM) analysis, and theassistance of software Amos 20, on 100 respondents, it able to explain the correlationbetween service quality and relationship marketing on the client loyalty in the East JavaBank of Perak Branch, Surabaya. Results of research showed that 1) Service qualitysignificantly affects the Relationship Marketing. 2) Service quality significantly affects theclient loyalty. 3) Relationship Marketing of the East Java Bank of Perak Branch, Surabaya,significantly affects the client loyalty. 4) Service quality significantly affects the clientloyalty, indirectly through the relationship marketing of the East Java Bank of PerakBranch, Surabaya.In this research, it was found the Determination Coefficient (R²) of 0.591, this case showsthat, with the maximal service, and the good relationship marketing between the bank andthe clients will encourage the client loyalty increase of 59.1%.Key words: Service Quality, Relationship Marketing, and Loyalty.

scholarly journals FEATURES OF THE INFLUENCE OF THE MARKET ENVIRONMENT ON THE INNOVATIVE DEVELOPMENT OF AGRICULTURAL ENTERPRISES

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 111-118
Author(s):  
Liudmyla Hanushchak-Yefimenko
Keyword(s):  
Technological Progress ◽  
Dominant Role ◽  
Innovation Process ◽  
Innovative Development ◽  
Competitive Advantages ◽  
Market Environment ◽  
Research Issues ◽  
Agricultural Enterprises ◽  
Innovation Cycle ◽  
The Relationship

Introduction. Research and analysis of the theoretical foundations allowed to determine the relationship between scientific and technological progress, innovation processes in the economy. The dominant role in economic development is played by scientific and technological progress, the core of which is innovation. The variety of types, forms and definitions of innovations necessitates the study of the essence of innovative development of agricultural enterprises, their main features and role in a market economy.The hypothesis of the research is to substantiate the recommendations and proposals for improving the efficiency of innovation of agricultural enterprises as a priority sector, taking into account the European integration vector of the state.The purpose of the study is to substantiate the peculiarities of the influence of the market environment on the innovative development of agricultural enterprises.The methodology of scientific research is general and special research methods: dialectical – for analysis and understanding of the essence and content of the categorical series "innovation", "innovation process", monographic – in highlighting the views of scientists on the research issues; strategic   analysis – to determine the priority areas for intensifying the innovative development of agricultural enterprises.Conclusions and prospects for further research. Based on the concept of growth cycles, it can be concluded that in a market environment, the organization of innovation is associated with the division and cooperation of labor, providing the necessary resources, selection and implementation of procedures for effective implementation of the innovation cycle. Therefore, the peculiarities of the influence of the market environment on the innovative development of agricultural enterprises, in our opinion, should be considered in terms of innovation systems. Factors that create a favorable market environment that allows the surveyed enterprises to be able to make significant upgrades, determine the four attributes of the country: the conditions for the factors; state of demand; related and supporting industries; stable strategy and structure. They each and all together form the basis of the country's competitive advantages, the space that each state creates and maintains for its industries.

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

RELATIONSHIP ANALYSIS OF WORK MOTIVATION AND PARTICIPATIVE LEADERSHIP TO UNDERSTAND FUNCTIONAL EMPLOYMENT BEHAVIOR

2020 ◽  
Vol 7 (2) ◽  
pp. 40-49
Author(s):  
Abdul Rivai
Keyword(s):  
Positive Relationship ◽  
Work Motivation ◽  
Work Behavior ◽  
Participative Leadership ◽  
Structural Position ◽  
Good Relationship ◽  
Relationship Analysis ◽  
Participatory Leadership ◽  
Study Population ◽  
The Relationship

This study aims to determine and understand the relationship between work motivation and participatory leadership with the work behavior of the Functional Staff of the Education and Culture Office of East Nusa Tenggara Province because the Province of East Nusa Tenggara is one of the provinces whose development and growth is relatively slower compared to other provinces in Indonesia. The study population was the functional staff who did not have a structural position of 94 people. Samples were taken as many as 75 people. Data collection using a questionnaire instrument.Based on hypothesis testing, this study found: (1) there was a relationship between work motivation and work behavior in which work motivation contributed 49.29% to work behavior, (2) there was a positive relationship between participative leadership and work behavior in which participative leadership contributed 51.49% of work behavior, and there is a positive relationship between work motivation and participatory leadership together with work behavior. Where work motivation and participatory leadership together contribute 67.01% to work behavior. From the three findings, the conclusions of this study are stated that: (a) Work behavior provides a good relationship to increase work motivation, (b) Work behavior can be improved by considering participatory leadership, by involving employees in every decision making, respecting opinions and proposals employees, and enhance collaboration.

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