scholarly journals Relacionamento com Clientes em Empresas Startups: Uma Análise de Publicações em Marketing

2020 ◽  
Vol 12 (1) ◽  
pp. 60-86
Author(s):  
Daniela Menezes Garzaro ◽  
Luís Fernando Varotto ◽  
Samara Carvalho Pedro ◽  
Fernanda Edileuza Riccomini
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Mobile Apps ◽  
Ease Of Use ◽  
Customer Relationship ◽  
Business Managers ◽  
Future Studies ◽  
Business To Consumer ◽  
As Relationship ◽  
The Relationship

Objective: To identify the current direction of research on relationship marketing in the business to consumer (B2C) modality at virtual environments (internet and cell phone applications), focusing on startups companies, highlighting the main constructs, the methods and the evolution of research over the recent years.Method: The research was developed by means of a systematic literature review, based on 62 articles selected from the Web of Science database, and a textual statistical analysis using the Iramuteq software.Originality/Relevance: This research is relevant for the field of relationship marketing due to the relative novelty of the theme, and the scarcity of studies in the area, with its originality in pointing out several gaps for future studies, especially in relation to brand, mobile apps and fintechs (technology finance).Results: The most prevalent themes in these studies were perceived quality, usefulness, ease of use and safety, and their relationship with customer satisfaction and loyalty.Theoretical/methodological contributions: There is a gap in the field of customer relationship at online environment, since few studies have been dealing with issues related to customer service and relationship quality, especially in the context of startups.Social contributions/to management: The deepening of the theme gives business managers from many segments, as well as relationship marketing professionals, the opportunity to get to know and reflect on the relationship between client and company and the means adopted as an interface for this relationship.

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.

Salesperson profitability in relationship marketing

2014 ◽  
Vol 9 (3) ◽  
pp. 306-323 ◽  
Author(s):  
Said Echchakoui
Keyword(s):  
Relationship Marketing ◽  
Transaction Cost Economics ◽  
Retention Rate ◽  
Sales Force ◽  
Customer Relationship ◽  
Critical Duration ◽  
Sales Managers ◽  
Content Type ◽  
Dynamic Exchange ◽  
The Relationship

Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed. Design/methodology/approach – Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time. Findings – Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm. Research limitations/implications – This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable. Originality/value – In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.

scholarly journals The Relationship between E-Service Quality and Ease of Use on Electronic Customer Relationship Management (E-CRM) Performance Mediating by Brand Image

2021 ◽  
pp. 9-19
Author(s):  
Farid Wadjdi ◽  
Zulkifli Djamin
Keyword(s):  
Service Quality ◽  
Customer Relationship Management ◽  
Brand Image ◽  
Relationship Management ◽  
Ease Of Use ◽  
Customer Relationship ◽  
Research Approach ◽  
Probability Sampling ◽  
Relationship Of ◽  
The Relationship

The purpose of this study was to determine the relationship of E-Service Quality and Ease of Use to Electronic Customer Relationship Management (E-CMR) which is mediated by Brand image. The research approach used is quantitative. The research sample is determined by non probability sampling which takes 100 samples of e-commerce application consumers in Indonesia. The results showed that there is a relationship between Brand Image and Electronic Customer Relationship Management (E-CRM). There is a relationship between E-Service Quality and Brand Image. There is a relationship between E-Service Quality and Electronic Customer Relationship Management (E-CRM). There is a relationship between Ease of Use and Brand Image. There is no relationship between Ease of Use and Electronic Customer Relationship Management (E-CRM). There is a relationship between E-Service Quality and Electronic Customer Relationship Management (E-CRM) which is mediated by Brand Image. There is a relationship between Ease of Use and Electronic Customer Relationship Management (E-CRM) which is mediated by Brand Image.

scholarly journals The drivers influencing the relationship between sales representatives and customers and the impact this relationship has on sales volume within Coca-Cola’s Western Cape region

2008 ◽  
Vol 39 (1) ◽  
pp. 35-43 ◽  
Author(s):  
F. J. Herbst ◽  
C. L. Forrest
Keyword(s):  
Competitive Advantage ◽  
Relationship Marketing ◽  
Value Chain ◽  
Customer Relationship ◽  
Sales Representative ◽  
Final Conclusion ◽  
Western Cape ◽  
Sales Representatives ◽  
The Impact ◽  
The Relationship

Companies within the FMCG sector are continually trying to create value from their brands by increasing their margins and/or selling more of their products. Taking cost out of the value chain gives the company a competitive advantage, but this advantage is short lived as competitors also reduce costs. Differentiating a product through enhanced features and benefits also provides a competitive advantage, but is also subject to imitation by rivals. As competition increases, companies are looking for new avenues to differentiate themselves. Relationship marketing has, as a result, increased its prevalence as a competitive tool to provide that point of difference.This research investigated the factors that influence the relationships between a Coca-Cola sales representative and his/her customers within the Cape Town region.This article was developed after studying literature as it pertained to customer relationship marketing. From the literature the foundation blocks in developing buyer-seller relationships were studied. The research methodology tested the impact of certain factors on the ability to build a relationship between buyer and seller and then tested the validity of those answers using underlying determinants of a relationship. These determinants included the ability to communicate, the ability to trust, the degree of loyalty and the ability to influence a customer.The response to the questionnaires was extremely high (over 95%) and provided for a robust evaluation of data. The research showed that there was a positive correlation between the profile of a sales representative and a customer. It is easier for a sales representative to build a relationship with a customer who is a similar age. It is however easier for the sales representative to influence a younger customer. Gender plays no role in a sales representative’s ability to build a relationship. With respect to education, a stronger relationship exists between a customer and sales representative of a similar education. Again it is easier for a representative to influence a customer who has a lower level of education. Race does have an impact on the ability to build relationships. The research showed that an African sales representative should service an African customer. There was a positive link between matching sales representatives and customers who come from similar areas and have the same religion. There was no correlation between the degree of the relationship that a Coca-Cola sales representative in the Western Cape region has with a customer and the sales growth within the outlets. This final conclusion must be read in the context of the relative high market share that the Coca-Cola Company has in the Western Cape.

scholarly journals Analyzing Drivers’ Intention to Accept Parking App by Structural Equation Model

2020 ◽  
Vol 2020 ◽  
pp. 1-11 ◽  
Author(s):  
Chang Yang ◽  
Xiaofei Ye ◽  
Jin Xie ◽  
Xingchen Yan ◽  
Lili Lu ◽  
...  
Keyword(s):  
Technology Acceptance ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Mobile Apps ◽  
Equation Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Acceptance Model ◽  
The Relationship

With the concept of sharing economic entering into our lives, many parking Apps are designed for connecting the drivers and vacated parking spaces. However, there are not many drivers who use the mobile Apps to reserve and find available parking spaces, which is largely due to the insufficient information provided by the parking App. In order to better explain, predict, and improve drivers’ acceptance of parking App, the conceptual framework based on technology acceptance model was developed to establish the relationships between the drivers’ intention to accept parking App, trust in parking App, perceived usefulness of parking App, and perceived ease of its use. Then structural equation model was established to analyze the relationship between various variables. The results show that the trust in parking App, perceived usefulness, perceived ease of use, and parking App attributes are the main factors that determine the intention to use parking App. Through the test of direct effect, indirect effect, and total effect in the model, it is found that perceived usefulness has the largest total impact on acceptance intention, with a standardized coefficient of 0.984, followed by parking App attribute (0.743), perceived ease of use (0.384), and trust in parking App (0.381).

Adoption of Facebook for Customer Relationship Management for SMEs

2015 ◽  
pp. 60-71
Author(s):  
Babak Abedin
Keyword(s):  
Customer Service ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Ease Of Use ◽  
Customer Relationship ◽  
Negative Comments ◽  
Key Issues ◽  
Brand Promotion ◽  
Facebook Pages ◽  
Market Pressures

This study has explored organizations' motivations to adopt Facebook for customer relationship management purposes. Interviews with twenty small to medium sized Australian organizations in this study showed that market pressures, direct customer service, brand promotion, and testing and experiencing are among key motivations for organizations to begin having presence on the Facebook. Ease of use, ease of receiving customers' feedback, availability of rich tools, and the opportunity to reach a large number of potential and existing customers are found to be amongst the key benefits of such presence. Furthermore, the findings show that dealing with negative comments, finding qualified human resources, ensuring the reliability of Facebook policies, and scalability of Facebook pages are some of the key issues that organizations have experienced with using this website for managing relationship with their customers.

BPM for supporting customer relationship and profit decision

2016 ◽  
Vol 22 (1) ◽  
pp. 231-255 ◽  
Author(s):  
Henry Lau ◽  
Dilupa Nakandala ◽  
Premaratne Samaranayake ◽  
Paul K. Shum
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Process Management ◽  
Market Competition ◽  
Global Market ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Content Type ◽  
Service Levels ◽  
Marketing Models

Purpose – As a response to increasing global market competition, companies in various industries tend to identify and manage customer relationship to increase profit performance. Companies commit more resources to identify their VIP customers and retain them by all means. The purpose of this paper is to develop a customer relationship management (CRM) business process management (BPM) model to identify airline customers with different degree of relationship and profit potential, and select the highly profitable customers for developing retention strategy and processes, and convert the less profitable into profitable corporate accounts. Design/methodology/approach – This study innovatively apply the well-known techniques including CRM and relationship marketing models, fuzzy analytic hierarchy process (FAHP), and technique for order preference by similarity to ideal solution (TOPSIS) in the BPM research. This novel approach analyzes longer term customer profit and value potential, and prioritizes corporate accounts as the basis for setting appropriate customer service levels and improving the CRM process. This hybrid model is able to capitalize on the benefits of these methods and offset their deficiencies. Most importantly, it can be customized to various industries without complex modification. Findings – This study uses data of an airline company to validate feasibility of the proposed CRM BPM model. The results indicate that this model is able to classify the customers based on various criteria and sub-criteria, thus allowing companies to introduce appropriate service levels to deal with different categories of customers, and improve CRM process so as to maximize customer profit and value potential. Practical implications – This CRM BPM model and analysis provide managers extensive customer knowledge, more analytical and fact-based decision-making support, and a stronger focus on return on investment in sales and marketing. Knowing the profit and value potential generated by individual corporate customer makes it easier to establish the link between the CRM and the profit outcome. This model also benefits the organization and its stakeholders by allocating more resources to the targeted customer relationships that are profitable or valuable, and makes marketing more accountable in its marketing programs. Originality/value – This study makes the first move to innovatively apply the well-known techniques including CRM and relationship marketing models, FAHP, and TOPSIS in the BPM research.

The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

2003 ◽  
Vol 67 (2) ◽  
pp. 89-105 ◽  
Author(s):  
Dennis B. Arnett ◽  
Steve D. German ◽  
Shelby D. Hunt
Keyword(s):  
Relationship Marketing ◽  
Social Exchange ◽  
Business Environment ◽  
Nonprofit Marketing ◽  
Identity Salience ◽  
Exchange Relationships ◽  
For Profit ◽  
Business To Consumer ◽  
Consumer Marketing ◽  
As Relationship

Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.

scholarly journals The Role of Mobile Application Acceptance in Shaping E-Customer Service

2021 ◽  
Vol 13 (3) ◽  
pp. 77
Author(s):  
Laith T. Khrais ◽  
Abdullah M. Alghamdi
Keyword(s):  
Customer Service ◽  
Mobile Application ◽  
Mobile Apps ◽  
Rapid Development ◽  
Mobile App ◽  
Ease Of Use ◽  
Adoption Of Technology ◽  
Customer Needs ◽  
Online Retailers

Most retailers are integrating their practices with modern technologies to enhance the effectiveness of their operations. The adoption of technology aims to enable businesses to accurately meet customer needs and expectations. This study focused on examining the role of mobile application (app) acceptance in shaping customer electronic experience. A mixed method was adopted, in which qualitative data were collected using interviews, and quantitative data were gathered using the questionnaires. The results indicate that mobile app acceptance contributes to a positive customer experience while purchasing products and services from online retailers. Mobile apps are associated with benefits, such as convenience, ease of use, and the ability to access various products and services. With the rapid development in technology, e-commerce retailers should leverage such innovations to meet customer needs.

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