scholarly journals Development and Application of the Relationship Marketing Concept on the Industrial Market

2018 ◽  
Vol 15 (2) ◽  
pp. 240-253
Author(s):  
L. M. Kapustina ◽  
◽  
N. B. Izakova ◽  
Keyword(s):  
Relationship Marketing ◽  
Marketing Concept ◽  
Industrial Market ◽  
The Relationship

scholarly journals The Importance and Benefits of Relationship Marketing Concept

2020 ◽  
Vol 5 (4) ◽  
Author(s):  
Yakup Durmaz ◽  
Habip Güvenç ◽  
Selman Kaymaz
Keyword(s):  
Customer Satisfaction ◽  
Product Development ◽  
Relationship Marketing ◽  
Product Differentiation ◽  
Global Market ◽  
Marketing Concept ◽  
Customer Expectations ◽  
Almost All ◽  
The Relationship

The purpose of this study is to explain the concept and benefits of relationship marketing. The relationship marketing term that includes establishing short, medium and long-term ties-relationships with the customers, continuing and developing these relationships was first introduced by Berry in 1983. The concept of relationship marketing is a vital and important step in ensuring profit satisfaction and customer satisfaction in recent years, as well as achieving competitive advantage in the global market. Almost all of the big corporate enterprises in our country have turned to relationship marketing models and practices on issues such as ensuring customer satisfaction, determining customer expectations, product development, strengthening customer loyalty, product development and product differentiation.

scholarly journals Determinants, Advantages and Threats Resulting from Application of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland

Management ◽  
2013 ◽  
Vol 17 (2) ◽  
pp. 190-204
Author(s):  
Andrzej Rapacz ◽  
Izabela Michalska-Dudek
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Questionnaire Survey ◽  
Marketing Concept ◽  
Marketing Relationship ◽  
Crucial Component ◽  
Survey Results ◽  
The Relationship

Summary Implementation of The Relationship Marketing Concept and CRM Technology In Maintaining Customer Loyalty In Travel Offices in Poland In this paper, there are presented both the essence of the relationship marketing concept and the characteristics of CRM class systems, as well as basic advantages and threats resulting from their implementation. There are also described results of the questionnaire survey, which estimated the awareness and level of application of marketing relationship concept and CRM technology in functioning of travel offices in Poland. Conducted survey results allowed for an assessment of the crucial component of the study becomes an identification of benefits and concerns related to implementing these solutions by travel offices.

The Conceptual Framework of Relationship Marketing

2015 ◽  
pp. 38-63
Keyword(s):  
Conceptual Framework ◽  
Relationship Marketing ◽  
Customer Value ◽  
Marketing Concept ◽  
Comprehensive Understanding ◽  
Collaborative Relationships ◽  
Business World ◽  
Relationship Termination ◽  
Facilitators And Barriers ◽  
The Relationship

Relationship marketing has been receiving widespread attention in the business world as well as in the literature. Different streams of marketing handle the concept of relationship marketing from their perspective; because of this reason, various definitions of relationship marketing have emerged in the marketing literature. This chapter aims to review the different definitions of relationship marketing and provide a comprehensive understanding of the relationship marketing concept. Based on the literature, basic constituents of relationship marketing have been analysed in a detailed way. This chapter handles the relationship marketing concept beyond the typical supplier-buyer relationships and analyses all collaborative relationships that allow companies to deliver superior customer value. Main motivations of customers to engage in a relationship and their relationship termination reasons are also examined. This chapter ends with identifying the facilitators and barriers for relationship marketing success.

scholarly journals CONSUMER VALUATION MODEL IN THE CONTEXT OF RELATIONSHIP MARKETING

Ekonomika ◽  
2009 ◽  
Vol 87 ◽  
pp. 7-26
Author(s):  
Tomas Rytel
Keyword(s):  
Theoretical Model ◽  
Relationship Marketing ◽  
System Analysis ◽  
Marketing Concept ◽  
New Model ◽  
Valuation Model ◽  
Consumer Valuation ◽  
The Relationship ◽  
Selection Of ◽  
Complex Measuring

The aim of this paper is to present a theoretical model of the establishment of the value created to an enterprise by consumers, which would allow a complex measuring of the benefit of the exchange of relationships based on the totality of the features significant to the exchange of relationships. The problem of an increasing concern about with the form of the relationship exchange in the theoretical and practical context of marketing calls for the need to identify the specific features of the relationship exchange, which create the value of exchange with the consumer for the company. The concept of the relationship marketing dictates the measurement of the consumer valuation for the company not only in the financial and/or exchange duration variables, but also socio-emotional features of the exchange.It can be argued that the methods of the assesment of the e consumer valuation for the company and the models, which they create, are not adapted to the specific marketing concept and exclude the features of value-generating exchange for the company, which are characteristic of that concept. The article aims at the substantiattion of the hypothesis that the concept of the marketing of relationships dictates the measuring of the value created to an enterprise by the consumers not only by means of the financial variable and / or the variable of the lack of exchange, but also the socioemotional features of the exchange. The following methodology has been applied to confirm the hypothesis: proceeding from the system analysis of the research, the main features of the relationships characteristic of the exchange, which are interpreted as the significant variables for the measurement of the value of exchange have been marked; the totality of the features is used to create a new model of the establishment of the value created to an enterprise by consumers needed to measure the return from the relationships, describing the criteria of selection of the variables and the principles of their calculation.

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

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 EFFECT OF RELATIONSHIP MARKETING ON THE LOYALTY OF SUPPLIER OF TOBACCO WITH MANUAL DRYING IN PT. EXPORT LEAF INDONESIA

2016 ◽  
Vol 5 (2) ◽  
Author(s):  
Saparwadi Saparwadi
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Relationship Marketing ◽  
Economic Benefit ◽  
Significance Test ◽  
Three Dimensions ◽  
Reliability Test ◽  
Dominant Effect ◽  
Complaint Handling ◽  
The Relationship

This  research  is  aimed at  analyzing  the  effect  of  relationship  marketing  on  the commitment of company, communication of company and the complaint handling of PT. ELI on the loyalty of supplier of tobacco with manual drying in East Lombok. The  data  were  collected  through  questionnaire  and  verified  with validation  and reliability test. The data then were analyzed using classic assumption, multiple linear regression, significance test, and certain use of parameter to proof the hypothesis. The research showed that there is partially and simultaneously significant effect of relationship     marketing     consisting     of     company     commitment,     company communication,  and complaint  handling of  PT  ELI on the  loyalty of  supplier of tobacco with manual drying in east Lombok. Of the relationship marketing of PT ELI that  has  a  dominant effect  of  the  loyalty  of  supplier  in  East  Lombok  is  the commitment of company. The level of effect of commitment of company is 24.10 percent (the value of r2X1Y) on the loyalty of supplier. The simultaneous effect of the three dimensions of relationship marketing is 50.40 percents (R2   =0.504) on the loyalty of supplier, categorized as the high criteria. One of the suggestions for the management of PT ELI is to improve partnership with the supplier, with the concept that may be applied as well as possible in order that the partnership can give sustainable and high economic benefit for the farmers. Keywords:  relationship, marketing  (Company, commitment, communication,  and complain handling) and loyalty of Supplier

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