scholarly journals What is Relationship Marketing and How to Use it to Connect with Your Customers

2020 ◽  
Vol 28 (46) ◽  
pp. 29-35
Author(s):  
Veronika Johanesová ◽  
Jaromíra Vaňová
Keyword(s):  
Competitive Advantage ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Sales Promotion ◽  
Long Time ◽  
Marketing Costs ◽  
The Relationship ◽  
A Company ◽  
Expensive Process

AbstractIn fact, all demands and advances in customer satisfaction are the result of the technology and company developments. The companies that accept this and constantly create value for the customer provide a competitive advantage for themselves and for both sides the business potential. Getting new customers can be a very expensive process. This process includes considerable marketing costs such as advertising costs, sales promotion costs, PR, seller time costs etc. Therefore, every customer represents an investment for company. It has been proven that if a company treats its customers properly and they are loyal for a long time, they will bring more and more profits to the company every year. In this article, we focus on the relationship marketing that focuses on customer loyalty. Effective relationship marketing involves a variety of overlapping strategies and technologies that help foster a deeper, long-term relationship with current and prospective customers.

Competitive advantage through innovation: the case of Nespresso

2016 ◽  
Vol 19 (1) ◽  
pp. 133-148 ◽  
Author(s):  
Alexander Brem ◽  
Maximilian Maier ◽  
Christine Wimschneider
Keyword(s):  
Competitive Advantage ◽  
Secondary Data ◽  
Linear Process ◽  
Lessons Learned ◽  
Competitive Advantages ◽  
Content Type ◽  
Market Situation ◽  
Long Time ◽  
A Company

Purpose – The purpose of this paper is to describe how Nespresso achieved competitive advantage through innovation by changing the rules of the game in its industry. Design/methodology/approach – Nespresso was analyzed based on public available secondary data, in combination with related academic concepts on innovation and competitive advantage. Findings – The company succeeded by the thorough application of a strategy that, through perfect alignment, allowed the company to reach a unique market position. However, as described in the case, it took a relatively long time and the company came close to failure several times. Before the current situation of the company, it remains challenging in the future as well. Hence, the Nespresso story provides interesting space for discussion and learning about what innovation is, how innovation emerges, and under which circumstances innovation can serve as a source for competitive advantage. Research limitations/implications – Especially given the current market situation, the case offers different starting points for discussion about innovation and long-term company success. Practical implications – Especially before the current market situation, the case offers different starting points for discussion about innovation and the success of a company on the long term. The case is designed to give practitioners a better understanding on what an innovation as, and how competitive advantages can be linked to innovation. Originality/value – This case of Nespresso is a unique combination of the concepts of innovation and competitive advantage. It serves as an example of an innovation, which was not successful from the scratch, but evolved over time and is still developing. As many innovations went through such a non-linear process, this case offers interesting lessons learned for academics as well as for practitioners.

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.

scholarly journals “Remuneration is not all that an employee works for”– about gratification and different forms of non-wage motivation in the company

2018 ◽  
Vol 6 (1) ◽  
pp. 29
Author(s):  
Krzysztof Gaweł
Keyword(s):  
Human Capital ◽  
Competitive Advantage ◽  
Highly Qualified ◽  
The World ◽  
Basic Salary ◽  
The Relationship ◽  
A Company ◽  
Market Success

The aim of the paper is theoretical presentation, along with a description of the practical example, the relationship between human capital and the expected basic salary, as well as the presentation of diversified non-wage motivation methods for employees. In today's innovative times, where the world seems to be the most technologically advanced, worker is still the most important component in the establishment of a company. A company that does not possess a creative, highly qualified and properly motivated staff cannot count on achieving competitive advantage, market success, and long-term profitability.

scholarly journals The Relationship between Reputation, Customer Satisfaction, Trust, and Loyalty

2014 ◽  
Vol 4 (3) ◽  
pp. 368 ◽  
Author(s):  
Roshana Gul
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Relationship ◽  
Positive Sign ◽  
Medical College ◽  
Independent Variable ◽  
Relationship Of ◽  
The Relationship ◽  
Self Administered Questionnaire

Though a lot of studies have been done to conclude customer loyalty as dependent variable but still there is a vast margin of researches to be conducted in future in different spheres of this construct. On the other hand the truth of the importance of customer loyalty as an enduring asset cannot be falsified. It is fundamental for organizations to build up long term and mutual beneficial associations with the customers. The purpose of this research paper is to show the inter relationship of reputation, customer satisfaction and trust on customer loyalty. According to the observations reputation is the major independent variable that has significant relationship with customer satisfaction, customer loyalty, and trust. Data for this research study was taken from the Islamia University, Quaid-e-Azam Medical College, and different banks located at various geographic locations of Bahawalpur region of Pakistan. Data was collected through self administered questionnaire and analyzed by using regression through SPSS. The results have been drawn from 150 users of NISHAT LINEN and it was found that there is positive and significant relationship among reputation, customer satisfaction, trust and customer loyalty. Hence the studies give the positive sign that with the increment of reputation, customer satisfaction and trust the customer loyalty enhances.  

scholarly journals Scorpion Envenomation of Lactating Rats Decreases the Seizure Threshold in Offspring

Toxins ◽  
2021 ◽  
Vol 13 (12) ◽  
pp. 853
Author(s):  
Marina de Oliveira Rodrigues Barbosa ◽  
Maria Eliza F. do Val de Paulo ◽  
Ana Leonor Abrahão Nencioni
Keyword(s):  
Perinatal Period ◽  
Postnatal Period ◽  
Seizure Threshold ◽  
Long Term Effects ◽  
Crude Venom ◽  
Long Time ◽  
Few Data ◽  
The Relationship ◽  
Convulsive Threshold

Few data are available in the literature describing the long-term effects of envenoming in the perinatal period. In this study, the relationship between envenoming of lactating rats and possible behavioral changes in the mother and in her offspring were investigated. Lactating Wistar rats received a single dose of T. serrulatus crude venom on postnatal days 2 (V2), 10 (V10) or 16 (V16), and had their maternal behavior evaluated. The seizure threshold was evaluated in adulthood offspring. A decrease in maternal care during envenoming was observed in V2 and V10 groups. The retrieval behavior was absent in the V2 group, and a lower seizure threshold in the adult offspring of all groups was observed. During envenoming, mothers stayed away from their offspring for a relatively long time. Maternal deprivation during the early postnatal period is one of the most potent stressors for pups and could be responsible, at least in part, for the decrease in the convulsive threshold of the offspring since stress is pointed to as a risk factor for epileptogenesis. Furthermore, the scorpionic accident generates an intense immune response, and inflammation in neonates increases the susceptibility to seizures in adulthood. Therefore, maternal envenoming during lactation can have adverse effects on offspring in adulthood.

scholarly journals Loyalitas Konsumen Terhadap Konsumsi Kopi Tubruk di Meulaboh

2017 ◽  
Vol 2 (2) ◽  
pp. 147-155
Author(s):  
Dina Fida ◽  
Ismayani Ismayani ◽  
Fajri Jakfar
Keyword(s):  
Logistic Regression ◽  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Binary Logistic Regression ◽  
Validity And Reliability ◽  
Chi Square ◽  
Plantation Species ◽  
Long Time ◽  
Coffee Powder ◽  
The Relationship

Abstrak.Kopi adalah salah satu jenis tanaman perkebunan yang sudah lama dibudidayakan dan memiliki nilai ekonomi yang dapat menghasilkan keuntungan. Kopi tubruk merupakan kopi tradisional yang umumnya lebih keras karena bubuk kopi murni yang langsung diseduh dengan air  mendidih, teksturnya lebih kasar, lebih banyak mengandung ampas, aroma kopi yang lebih menyengat, serta tingkat kekentalan yang bisa disesuaikan dengan lidah penikmatnya. Loyalitas konsumen pada umumnya merupakan suatu sikap konsumen yang loyal terhadap pilihan dan penggunaan produk dalam waktu yang lama dan untuk masa yang akan datang, Sedangkan kepuasan konsumen ialah perasaan senang atau kecewa seseorang yang berasal dari perbandingan antara kesannya terhadap kinerja (hasil) sesuatu produk dengan harapannya. Pada penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi loyalitas konsumen terhadap minuman kopi tubruk di Meulaboh, Mengetahui hubungan antara tingkat kepuasan konsumen dengan loyalitas konsumen terhadap konsumsi kopi tubruk di Meulaboh.Adapun metode yang digunakan adalah Uji Validitas dan Reliabilitas,Regresi Logistik Biner dan Chi Square.Hasil Regresi Biner Logistik menunjukkan bahwa citarasa, harga, kualitas pelayanan dan lokasi merupakan faktor yang mempengaruhi loyalitas konsumen terhadap minuman kopi tubruk.Hasil Uji Chi-Square menunjukkan bahwa adanya hubungan yang signifikan antara kepuasan konsumen dengan loyalitas konsumen terhadap minuman kopi tubruk di Meulaboh.Consumer Loyality To The Consumption Of Coffee Brewed In MeulabohAbstract.Coffee is one of the plantation species has long been cultivated and have a mutually beneficial economic value.The brewed coffee is a traditional coffee are generally harder for pure coffee powder that instantly brewed with boiling water, rough texture, contains more dregs, pungent coffee aroma, as well as the level of consistency that can be adapted to the tongue of the audience.Consumer loyalty is generally a loyal consumer attitudes towards choice and use of the product for a long time and for the future.While customer satisfaction is feeling happy or disappointed someone who comes from a comparison between her impression of the performance (yield) of a product with expectations.In this study aims to determine the factors that influence consumer loyalty to the coffee beverage brewed in Meulaboh.Determine the relationship between the level of customer satisfaction and customer loyalty towards the consumption of instant coffee in Meulaboh.The methods used are validity and reliability, Binary Logistic Regression and Chi Square.Binary logistic regression results show that the simultaneous testing of the factors that influence loyalty is taste, price, service quality, and location. While testing only partially furnished variables that influence loyalty.Chi-Square test results indicate that there is a significant relationship between customer satisfaction and customer loyalty so that customer satisfaction is influenced flavors that suit the tastes of consumers. 

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

2019 ◽  
Vol 48 (2) ◽  
pp. 207-226 ◽  
Author(s):  
Choukri Menidjel ◽  
Abderrezzak Benhabib ◽  
Anil Bilgihan ◽  
Melih Madanoglu
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Critical Role ◽  
Product Category ◽  
Retail Industry ◽  
Mediating Effects ◽  
Content Type ◽  
The Relationship

Purpose Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores. Design/methodology/approach Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM. Research limitations/implications Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables. Practical implications Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments. Originality/value To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

scholarly journals IMPACT OF PERCEIVED VALUE ON CUSTOMER LOYALTY

2019 ◽  
Vol 15 (01) ◽  
Author(s):  
Shailesh Pandita ◽  
Sushil Kumar Mehta
Keyword(s):  
Customer Loyalty ◽  
Business Strategy ◽  
Perceived Value ◽  
Satisfaction Level ◽  
Business Survival ◽  
Customer Perceived Value ◽  
The Relationship ◽  
Potential Customers ◽  
Loyal Customers

Customers are considered to be the most important aspect of the business. Survival of the business in terms of the profitability and sustainability depends upon its customers. For the Long and profitable survival of the business it is important to create the value for the customer and to cater their needs. It is very important for the company to attract the potential customers and retain the existing ones because it is the customers who create the demand of the products or services in the market. It is very important for any business to create the value for its customers to increase their satisfaction level with respect to product and organization. Satisfied customers have a higher probability of repeat purchases and long term relationship with the business which ultimately creates the customer loyalty. In the current Competitive business scenario customer loyalty is considered one of the important intangible assets of the business for the formulation of any business strategy. In such environment loyal customers can provide a competitive advantage for any business for the long survival. The aim of this study is to find the relationship between Customer Perceived Value, communication and customer loyalty in rural retailing.

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