scholarly journals PENGARUH RELATIONAL BENEFITS TERHADAP RELATIONAL OUTCOMES BEHAVIORAL (WOM, TRUST&COMMITMENT) MELALUI SATISFACTION (SURVEI PADA NASABAH PT. BANK NEGARA INDONESIA WILAYAH JAKARTA)

2010 ◽  
Vol 3 (1) ◽  
pp. 77
Author(s):  
Hielvita Ludiya
Keyword(s):  
Relationship Marketing ◽  
Service Provider ◽  
Word Of Mouth ◽  
Service Industries ◽  
Customer Relationship ◽  
Social Benefits ◽  
Financial Service Provider ◽  
Relational Benefits ◽  
Relational Outcomes ◽  
The Relationship

<span><em>The background of this research was to prove the relationship marketing as approaches for attract, </em><span><em>maintain and enhance customer relationship and to build competitive advantages strategy. To pass </em><span><em>relationship marketing mainly concentrated on analysis of benefits (relational benefits). PT. Bank Negara</em><br /><span><em>Indonesia as financial service provider makes relationship with their partner, in there many problem in </em><span><em>those relationship.</em><br /><span><em>The objective of this research is know the influence of perceived relational benefits on relational outcomes </em><span><em>behavioral (word of mouth, trust&amp;commitment) to pass satisfaction during in PT. Bank Negara Indonesia</em><br /><span><em>toward the reality act of the PT. Bank Negara Indonesia service. In the highly competitive service </em><span><em>industries such as bank, it is very essential to encourage the patterns of continuous the repurchase and </em><span><em>to retain customers. This may be achieved through the quality of the relationship that was established</em><br /><span><em>between the service provider and the customer’s.</em><br /><span><em>The design of this research applies a survey toward unit of analysis on PT.Bank Negara Indonesia to </em><span><em>interview the customers for testing hypothesis. Mean while the required data consist of eight variables;</em><br /><span><em>confidence benefits, social benefits, convenience benefits and employee’s social regard attribute as </em><span><em>independent variables, satisfaction as intervening variable and word of mouth, trust and commitment</em><br /><span><em>as dependent variable. The design of this research applies the Likert-scale for the 5 point measurement </em><span><em>which means strongly agree and 1 point is for strongly disagree</em><span><em>. </em><span><em>The aggregate numbers of customer </em><span><em>being respondent of the study are 170.</em><br /><span><em>The result of this research conclude that two variable of relational benefits which is confidence benefits </em><span><em>and employee’s social regard effecting to satisfaction. Meanwhile two variable, social benefits and </em><span><em>convenience benefits didn’t effecting to satisfaction. And then satisfaction effecting to word of mouth,</em><br /><span><em>trust and commitment.</em><br /><span><em>Keywords : </em><span><em>Service industries, Customer satisfaction, Individual perception, Customer relations</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></span></span>

Relationship quality, on‐line banking and the information technology gap

2003 ◽  
Vol 21 (1) ◽  
pp. 29-37 ◽  
Author(s):  
Bodo Lang ◽  
Mark Colgate
Keyword(s):  
Information Technology ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Service Provider ◽  
Financial Service ◽  
Online Banking ◽  
Financial Service Provider ◽  
On Line ◽  
The Impact ◽  
The Relationship

In a world of escalating competitiveness, information technology (IT), such as online banking, and relationship marketing are becoming increasingly important to marketers. This paper investigates the impact of IT in a relationship marketing context. In particular it focuses on how customers use a combination of IT channels to interact with their financial service provider and how this interaction affects the relationship quality between the customer and the financial service provider. This study provides empirical evidence that indicates that those customers who do not exhibit an “IT gap” have more positive perceptions of their relationship with their financial service provider. These findings suggest that firms that fail to provide channels that their customers seek and value will find it more difficult to forge strong relationships with their customers – a critical condition for success in many of today’s industries.

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.

Positive moods and word-of-mouth in the banking industry

2018 ◽  
Vol 36 (4) ◽  
pp. 764-783 ◽  
Author(s):  
Che-Hui Lien ◽  
Jyh-Jeng Wu ◽  
Maxwell K. Hsu ◽  
Stephen W. Wang
Keyword(s):  
Word Of Mouth ◽  
Banking Industry ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Special Treatment ◽  
Content Type ◽  
Functional Value ◽  
Relational Benefits ◽  
Symbolic Value ◽  
The Relationship

PurposeThe purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study investigates the moderating effect of relational benefits on the relationship between perceived value and WOM.Design/methodology/approachThe research model was tested using data collected from customers (n=362) of the top 10 domestic banks in Taiwan. Structure equation modeling was employed to test and validate the conceptual model.FindingsPositive moods are found to be an important predictor of functional value, symbolic value and WOM in this banking service study. Four types of relational benefits are identified including social, special treatment, confidence and face. Note that two distinct segments of bank customers are identified in terms of relational benefits: those who appreciate face benefits (n1=169), and those who appreciate general relational benefits (n2=193). The findings reveal the existence of partial mediation between a banking customer’s mood and WOM through functional value and symbolic value in the overall sample (n=362). However, it was found that functional value partially mediates the influence of positive moods on WOM among respondents in the “general relational benefits” segment only. That is, relational benefits are found to moderate the relationship between functional value and WOM.Originality/valueThis study expands the existing body of knowledge on customers’ perceptions of value by differentiating types of value perceptions.

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 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.

A Conceptual Model of Customer Behavioral Intentions: Moderating Effects of Switching Barriers and Social Ties

2013 ◽  
Vol 64 (3) ◽  
Author(s):  
Norazryana Mat Dawi ◽  
Ahmad Jusoh ◽  
Khalil Md Nor
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Service Provider ◽  
Behavioral Intentions ◽  
Social Ties ◽  
Customer Behavior ◽  
Customer Relationship ◽  
Main Research ◽  
Switching Barriers ◽  
The Relationship

Service quality and customer satisfaction are believed to affect customer behavior. On that basis, research related to service quality and customer satisfaction whether in manufacturing or services sector continued to gain great attention among social science researchers and academicians. One of the main research focus in marketing field is  to get a better understanding in the dynamic relationship between service quality and customer satisfaction and their impact on customer behavior. The effect of switching barriers imposed by service provider to the relationship between customer satisfaction and customer behavioral intentions has received a considerable attention but it is still in the matter of debate. Review of the literature showed a little research has been done to measure the effect of social switching barrier as a result from interaction between customers who share same service. This paper proposed a conceptual framework which explained how the concept of switching barriers and social ties moderating the relationship between customer satisfaction and customer’s behavioral intentions in a pay TV setting. The findings of this article would provide important implications to the service provider. More importantly, based on the obtained results, service provider can enhance performance by improving the current strategies on customer relationship management.

Relational Benefits Analysis of Credit-Delivering Services for Small and Medium Enterprises in Indonesia

2014 ◽  
Vol 9 (1) ◽  
Author(s):  
Tatik Suryani
Keyword(s):  
Factor Analysis ◽  
Relationship Marketing ◽  
Success Factors ◽  
Small And Medium Enterprises ◽  
Social Benefits ◽  
Key Success Factors ◽  
Relational Benefits ◽  
Medium Enterprises ◽  
Item Scale

Relationship marketing is one of key success factors for maintaining customersfor the long term, and for establishing business competitive advantage. In thedelivery of credit to small and medium enterprises (SMEs), banks need to buildrelationships with the SME clients.  To formulate effective marketing strategiesin credit services, banks should know the SMEs preferences in terms of relational benefits. The objective of this study is to explore the relational benefits sought bythe SME clients from the banks as these SMEs apply credit for developing theirbusiness.  In Indonesia, SMEs are located in three different regions. Another objective is to determine the differences among the three regions in terms of the relational benefits sought. A total of 265 entrepreneurs from three regionsparticipated in the survey.  The factor analysis results show consistency with theprevious studies. The 15-item scale yield three benefit factors sought by SMEsincluding: confidence benefits (50, 46 %), social benefits (11, 16%), and specialtreatment benefits (7, 87%). The variance analysis show significant differences inthe three benefit factors sought by SMEs across the regions. This suggests thatbanks’ delivery of credit services to SME should consider these differences. Keywords - Marketing, relational benefits, confidence benefits, social benefits, specialtreatment benefits, Indonesia

scholarly journals Two-Way Communication and Customer Loyalty

2018 ◽  
pp. p75
Author(s):  
Samuel G. Etuk
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Regression Coefficient ◽  
Positive Influence ◽  
Customer Relationship ◽  
Telecommunication Industry ◽  
Considerable Influence ◽  
Customer Base ◽  
Loyal Customer ◽  
The Relationship

The relationship between communication as a relationship marketing underpinning and customer loyalty in the telecommunication industry in Akwa Ibom State was examined using MTN, GLO, Etisalat and Airtel companies. The methodology followed was exploratory and quantitative in nature. Questionnaire responses from 365 customers of the four telecommunication vendors in Akwa Ibom State were used as data for the study. The data were analyzed using Simple Regression statistic. The results showed a regression coefficient of 0.714. Meaning that communication has positive influence on the vendor customer relationship and thus serving as a driver of customer loyalty. Based on the findings it was concluded that operators that are mindful of communication are likely to have loyal customers. On the basis of the findings, it is recommended that telecommunication vendors wishing to build a loyal customer base should enable open, sincere and frequent interaction as this has considerable influence on customer loyalty.

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