scholarly journals Power Relationship Marketing dalam Bisnis

Media Wisata ◽  
2021 ◽  
Vol 15 (1) ◽  
Author(s):  
Ali Hasan
Keyword(s):  
Relationship Marketing ◽  
Consumer Behaviour ◽  
Effective Theory ◽  
Power Relationship ◽  
Marketing Concept ◽  
Relational Marketing ◽  
Institutional Influences ◽  
Subsequent Choice ◽  
Life Itself ◽  
Market Behaviour

Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to under¬stand what motivates consumers to reduce their available market choices and engage in relational market behaviour by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behaviour literature to suggest that consumers engage in relational marker behaviour due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behaviour because they want to simplify their buying and consuming tasks, simple information processing, reduce perceived risky, and maintain competitive consistency and a state of psychological comfort. The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity; unless either consumers or mar¬keters abuse the mutual interdependence and cooperation. This article examines theoretical contributions to a comprehensive relationship marketing concept. In the modern marketing sciences, that interaction in networks of relationships constitutes both the essence of life itself and the essence of society. Marketing just applying the perspective of its own discipline and not properly considering the context within which marketing operates. The article offers an overview of the contributions to relationship marketing from traditional consumer goods marketing, services marketing, business marketing and base theory for research

scholarly journals Aplicación de la mercadotecnia relacional en una empresa de venta de café de Baja California

2017 ◽  
Vol 30 (71) ◽  
Author(s):  
Isaac Cruz Estrada
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Baja California ◽  
Empirical Studies ◽  
Relational Marketing ◽  
Marketing Process ◽  
The Creation ◽  
Estudio De Caso

El objetivo de esta investigación es proponer un proceso de mercadotecnia relacional en una empresa de venta de café en Baja California, como estudio de caso. Primero se conceptualiza la mercadotecnia relacional y su contribución para la creación de valor en las organizaciones, además se incluyen estudios empíricos de diversos autores, quienes señalan la influencia de este proceso en la satisfacción del cliente. Se aplicaron 149 encuestas para obtener la correlación entre la garantía de ofrecer un producto o servicio, y la generación de valor mediante la entrega de elementos tangibles e intangibles para la satisfacción del cliente. La propuesta pertenece a la empresa en la que se realizó la investigación, y es posible adaptarla a organizaciones que ofrezcan un servicio, que presenten la situación estudiada.Implementing relational marketing in a coffee selling company in Baja CaliforniaThe aim of this investigation is to propose a relationship marketing process in a coffee selling company in Baja California as a case study. First, relationship marketing is conceptualized and its contribution to the creation of value in organizations is analyzed; moreover, empirical studies from various authors, who point out the influence of this process on customer satisfaction, are included. 149 surveys were conducted in order to obtain the correlation between the guarantee to offer a product or service and value generation by delivering tangible and intangible elements for customer satisfaction. This proposal belongs to the company where the research was carried out; it can be adapted to organizations which offer a service and are in the situation studied.

scholarly journals The effect of relationship marketing on customer satisfaction in insurance agencies

2021 ◽  
Vol 9 (4) ◽  
pp. 1300-1314
Author(s):  
Davut Karaman
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Reliability And Validity ◽  
Survey Method ◽  
Four Dimensions ◽  
Relational Marketing ◽  
Package Program ◽  
The Mean ◽  
Car Insurance ◽  
Positive Effect

The research aims to determine the effect of relational marketing on customer satisfaction in insurance agencies. The research is a quantitative study, and the survey method was used. The applied questionnaire was composed of scales whose reliability and validity was proven in the literature. In this context, the data for the research was obtained by questionnaire from consumers in Antalya between September-November 2019 and using home or car insurance services in insurance agencies. The data obtained from the questionnaires conducted with 461 participants were evaluated in the SPSS 25.0 package program, and regression analyses were carried out in line with the research purpose. First, the scale was subjected to factor analysis, and Cronbach Alpha values were calculated. According to the results, the scale is reliable and valid. Then, the means of the scale items were calculated. According to the results of the mean analysis, it can be said that the perceptions of the participants regarding the competence of the insurance agency they receive service from are higher than the other dimensions. According to the results of the regression analysis, trust, communication commitment, and competence, which are four dimensions of relational marketing in insurance agencies, have a positive effect on customer satisfaction.

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.

scholarly journals Studi Kepuasan Nasabah PT. Bank Negara Indonesia (Persero), Tbk Kantor Cabang Pembantu UPI Bandung

2019 ◽  
Vol 16 (1) ◽  
pp. 29-38
Author(s):  
Dedy Ansari Harahap ◽  
Dita Amanah
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Positive Impact ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Sampling Techniques ◽  
Probability Sampling ◽  
Independent Variables ◽  
Relational Marketing ◽  
The Impact

ABSTRAK Relationship marketing merupakan strategi pemasaran yang bertujuan untuk membangun hubungan dengan nasabah yang harus diadopsi oleh industri perbankan. Tujuan penelitian ini untuk menentukan dampak pemasaran relasional melalui dimensi komitmen, empati dan timbal balik terhadap kepuasan nasabah. Pendekatan kuantitatif dengan tipe penelitian eksplanatori digunakan pada penelitian ini. Jumlah sampel sebanyak 90 responden yang dipilih secara acak dengan teknik sampel non probability sampling. Kuesioner digunakan sebagai instrumen untuk mengumpulkan data dengan skala Likert sebagai pengukurannya dan kemudian dianalisis dengan metode analisis regresi linier berganda. Penelitian ini menemukan bahwa dimensi pemasaran relasional memiliki dampak positif terhadap tingkat kepuasan nasabah. Nilai R2 yang dihasilkan adalah sebesar 0,469 atau 46,90%. Artinya pengaruh variabel bebas (komitmen, empati dan timbal balik) terhadap variabel terikat (kepuasan nasabah) adalah sebesar 46,90% dan sisanya sebesar 53,10% dipengaruhi oleh variabel lain di luar studi ini. Kata Kunci: Komitmen, Empati, Timbal Balik, Kepuasan Nasabah, Bank ABSTRACT Relationship marketing is a marketing strategy that aims to build relationships between banks and customers that must be adopted by the banking industry. The purpose of this study is to determine the impact of relational marketing through the dimensions of commitment, empathy and reciprocity to customer satisfaction. The quantitative approach with the type of explanatory research was used in this study. The number of samples was 90 respondents who were randomly selected using non probability sampling techniques. The questionnaire was employed as an instrument to collect data with a Likert scale as a measurement and then analyzed by multiple linear regression analysis methods. This study found that the dimensions of relational marketing have a positive impact on the level of customer satisfaction. The value of R2 produced is equal to 0.469 or 46.90%. This means that the influence of independent variables (commitment, empathy and reciprocity) on the dependent variable (customer satisfaction) is 46.90% and the remaining 53.10% is influenced by other variables outside of this study. Keywords: Commitment, Empathy, Reciprocity, Customer Satisfaction, Bank

Financial Implications of Relationship Marketing in Airline Business

2015 ◽  
pp. 405-447
Author(s):  
Hasan Dinçer ◽  
Ümit Hacıoğlu ◽  
Aydın Özdemir
Keyword(s):  
Relationship Marketing ◽  
Airline Industry ◽  
Financial Crises ◽  
Customer Value ◽  
Distribution Systems ◽  
Marketing Concept ◽  
Profit Margins ◽  
Frequent Flyer ◽  
Global Distribution Systems

Relationship marketing promises a change from vendor, product and price centered marketing concept to a new people, long-term relationships and value centered marketing concept for airline companies in search of a messiah who will rescue them from bleeding to death because of monopolized supply market, duplicated services, financial crises, heavy pressure of competition and low profit margins. In this chapter, definitions and short background of relationship marketing are revised by focusing on components of the concept and relations with customer loyalty, customer value and basic notions. A glance at the airline industry takes place with a focus on relationship marketing and airline business on the basis of implication aspects such as frequent flyer programs, global distribution systems and internet. Specifically, domains of relationship marketing concept on the airline business are analyzed in detail specific to cost and profitability balance.

Customer Relationship Management as an Important Relationship Marketing Tool

2021 ◽  
pp. 39-56
Author(s):  
Mariana Marques ◽  
Diogo Moleiro ◽  
Telma Medeiros Brito ◽  
Tiago Marques
Keyword(s):  
Relationship Marketing ◽  
Customer Relationship Management ◽  
Hospitality Industry ◽  
Geographical Area ◽  
Relationship Management ◽  
Customer Relationship ◽  
Client Retention ◽  
Relational Marketing ◽  
Important Relationship ◽  
Marketing Tool

Nowadays, the traditional four P's of marketing are not enough, especially in hospitality services, because of the permanent need to satisfy the customers, in order to keep them loyal. This chapter aims to understand the application of customer relationship management (CRM) in order to manage client retention and how this can translate into a competitive advantage for the hospitality industry. The chapter has a theoretical framework on the main concepts, such as relational marketing and CRM, and their importance and application to hospitality. The Estoril Coast in Portugal was chosen because it is considered as an international brand due to the importance for national and international tourism. For that, the authors made online questionnaires to hotels in this geographical area. The results allow to measure the use of CRM in the sample hotels and understand the importance of relationship marketing.

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