A Cross-Cultural Study of Relationship Proneness and Its Implications for Relationship Marketing

2013 ◽  
pp. 235-257
Author(s):  
Yujie Wei ◽  
Faye S. McIntyre ◽  
Salil Taplade
Keyword(s):  
Relationship Marketing ◽  
Generation Y ◽  
Personal Characteristic ◽  
Cross Cultural ◽  
Relationship Building ◽  
Relational Satisfaction ◽  
Store Loyalty ◽  
Final Sample ◽  
Tangible Rewards ◽  
Managerial Implications

This paper examines relationship proneness of consumers in a cross-cultural setting; specifically, the relationship proneness between Chinese and U.S. consumers of Generation Y (born from 1976 to 1995) and its effects on relational satisfaction and relationship commitment. Based on previous research (e.g., De Wulf, Odekerken- Schröder, & Iacobucci, 2001) and cultural theories (e.g., Hofstede, 1980, 2001), nine hypotheses were developed involving the effects of relationship building tactics (i.e., direct mail, preferential treatment, communication, and tangible rewards) on relationship proneness, relational satisfaction and store loyalty. This quantitative study used a survey among two samples of consumers in China and the U.S. The final sample size was comprised of 349 student consumers. The findings of the research provide managerial implications for international retailers. Relationship proneness is a meaningful personal characteristic that can be used to describe or predict consumer behavior across cultures. A relationship marketing strategy that works for one culture may also work well in another culture. It is possible and appropriate, at least with generation Y consumers, to employ standardized approaches in relationship marketing across cultures.

A Cross-Cultural Study of Relationship Proneness and Its Implications for Relationship Marketing

2011 ◽  
Vol 2 (3) ◽  
pp. 57-78
Author(s):  
Yujie Wei ◽  
Faye S. McIntyre ◽  
Salil Taplade
Keyword(s):  
Relationship Marketing ◽  
Generation Y ◽  
Personal Characteristic ◽  
Cross Cultural ◽  
Relationship Building ◽  
Relational Satisfaction ◽  
Store Loyalty ◽  
Two Samples ◽  
Tangible Rewards ◽  
Managerial Implications

This paper examines relationship proneness of consumers in a cross-cultural setting; specifically, the relationship proneness between Chinese and U.S. consumers of Generation Y (born from 1976 to 1995) and its effects on relational satisfaction and relationship commitment. Based on previous research (e.g., De Wulf, Odekerken- Schröder, & Iacobucci, 2001) and cultural theories (e.g., Hofstede, 1980, 2001), nine hypotheses were developed involving the effects of relationship building tactics (i.e., direct mail, preferential treatment, communication, and tangible rewards) on relationship proneness, relational satisfaction and store loyalty. This quantitative study used a survey among two samples of consumers in China and the U.S. The final sample size was comprised of 349 student consumers. The findings of the research provide managerial implications for international retailers. Relationship proneness is a meaningful personal characteristic that can be used to describe or predict consumer behavior across cultures. A relationship marketing strategy that works for one culture may also work well in another culture. It is possible and appropriate, at least with generation Y consumers, to employ standardized approaches in relationship marketing across cultures.

scholarly journals Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

2021 ◽  
Vol 13 (12) ◽  
pp. 6833
Author(s):  
Sufyan Habib ◽  
Nawaf N. Hamadneh ◽  
Mohammed Arshad Khan
Keyword(s):  
Relationship Marketing ◽  
Research Work ◽  
Marketing Strategies ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Tangible Rewards ◽  
Managerial Implications ◽  
Brand Resonance ◽  
The Relationship

This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

scholarly journals Relationship intention amongst clothing retail customers: An exploratory study

2015 ◽  
Vol 15 (1) ◽  
Author(s):  
Stefanie W. Kuhn ◽  
Pierre G. Mostert
Keyword(s):  
Relationship Marketing ◽  
Relationship Building ◽  
Measuring Instrument ◽  
Marketing Tactics ◽  
Customer Support ◽  
Descriptive Research ◽  
Managerial Implications ◽  
Value Add ◽  
The Relationship ◽  
Loyalty Programme

Orientation: Increasing competition has resulted in clothing retailers placing more emphasis on expensive relationship marketing tactics to retain customers. The retailers often use customers’ loyalty programme membership and the duration of their support to identify and target them in relationship-building efforts.Research purpose: This study determines the viability of relationship intention by measuring and categorising clothing customers according to their relationship intentions. The study also explores the duration of customer support for a clothing retailer, membership of their loyalty programme and the relationship thereof with customers’ relationship intentions towards that retailer. Motivation for the study: Relationship building efforts would be better directed at customers with relationship intentions.Research design, approach and method: Quantitative in nature, this study followed a descriptive research design and used an interviewer-administered survey to collect data from 511 clothing retail customers residing in the greater Pretoria metropolitan area.Main findings: Clothing retailers can effectively determine and categorise customers according to their relationship intentions. The duration customers have supported a clothing retailer and its loyalty programme has no relationship with their relationship intentions.Practical/Managerial implications: Clothing retailers should focus their relationship building on customers with relationship intentions, as they are more likely to respond favourably. They are more likely to be retained by the clothing retailer and provide a return on investment.Contribution/value-add: This study gives clothing retailers a reliable and valid measuring instrument that can be used to identify customers with relationship intentions, rather than relying on the duration of the customers’ support and their loyalty programme membership.

scholarly journals Examining the antecedents and consequences of gratitude

2017 ◽  
Vol 31 (1) ◽  
pp. 34-47 ◽  
Author(s):  
Syed Fazal E. Hasan ◽  
Gary Mortimer ◽  
Ian N. Lings ◽  
Larry Neale
Keyword(s):  
Relationship Marketing ◽  
Economic Benefits ◽  
Mediating Effect ◽  
Relationship Building ◽  
Mediation Effects ◽  
Content Type ◽  
Customer Perceptions ◽  
Antecedents And Consequences ◽  
Marketing Investments

Purpose This study aims to propose the emotional response of gratitude as a mediating mechanism to explain the relationship between perceptions of a service organisations’ relationship marketing investments, customer cynicism and reciprocity and overall satisfaction. Further, the study seeks to test the significance of the mediation effects of these constructs on customer overall satisfaction. Design/methodology/approach Using theories from service marketing and consumer psychology, this study develops and tests a customer gratitude model (CGM). Field surveys based on existing measures were used to elicit data from 1,104 respondents. The measures were validated and subsequently the CGM was tested to establish the veracity if the nomological network presented. Findings Results indicate that perceived relationship marketing investment exerted an indirect effect on gratitude through the mediating effect of reciprocity and cynicism. Further, perceived relationship marketing investments impacted overall satisfaction through its mediating effect of gratitude, and gratitude explained the indirect influences of reciprocity and customer cynicism on overall satisfaction. Research limitations/implications This study contributes to services marketing literature by examining the emergent role of gratitude between customer perceptions of service organisations and pro-organisational attitudes, like overall satisfaction. Practical implications This research encourages service organisations to implement relationship-building strategies, beyond that of purely economic benefits, that seek to enhance the emotion of gratitude, which will lead to greater overall customer satisfaction. Originality/value Despite emphasising relationship longevity between customers and service organisations, literature has not yet focused on the role of gratitude. The CGM provides valuable insights for further inquiries.

scholarly journals Effectiveness Of Relationship Marketing Tactics In A University Setting

2012 ◽  
Vol 10 (1) ◽  
pp. 29 ◽  
Author(s):  
Philip J. Trocchia ◽  
R. Zachary Finney ◽  
Treena Gillespie Finney
Keyword(s):  
Student Satisfaction ◽  
Student Perception ◽  
Relationship Building ◽  
Marketing Tactics ◽  
Enduring Involvement ◽  
Tangible Rewards ◽  
Sense Of Entitlement ◽  
Positive Correlations ◽  
The Relationship ◽  
University Setting

We test the correlation between student perception of three university relationship-building tactics - commercial friendships, preferential treatment, and tangible rewards - with university student satisfaction. We also test whether two student characteristics - enduring involvement with education and sense of entitlement - have a moderating effect on the aforementioned relationship between university relationship-building behaviors and student satisfaction. Results revealed positive correlations between perceived relationship tactics and overall satisfaction. Correlations between the relationship-building behaviors and satisfaction were also greater among high-involvement students than among their lesser-involved cohorts. Students who felt a sense of entitlement were more likely to believe that they were recipients of relationship-building behaviors, but they didnt always appreciate them more than students who felt less entitled.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

An Empirical Study of Building Social Relationships within Virtual Teams

2011 ◽  
pp. 271-291
Author(s):  
Ying Chieh Liu
Keyword(s):  
Virtual Teams ◽  
Social Relationships ◽  
Structural Equation ◽  
Positive Impact ◽  
Relationship Building ◽  
Equation Modeling ◽  
Future Research ◽  
Relationship Model ◽  
Managerial Implications ◽  
Positive Direct

Although virtual teams have been widely utilized nowadays, social relationships are considered highly problematic within virtual teams. This study addresses social dimensions to provide suggestions for mangers to improve the performance and satisfaction of virtual teams. We build a model derived from a comprehensive literature review and conduct an experiment to validate it through Structural Equation Modeling. The results reveal: (1) communication has a direct positive impact on relationship building, but indirect positive effects on performance and satisfaction; (2) relationship building impacts directly with strong and positive impacts on cohesion and trust, but indirectly with strong impacts on performance and satisfaction ; (3) cohesion has a direct, strong and positive impact on performance but a strong indirect impact on satisfaction; (4) trust has a positive direct impact on performance but an indirect positive impact on satisfaction; (5) performance has a strong and positive impact on satisfaction. In addition, this study confirms that relationship building is a vital mediator in the social relationship model. Managerial implications and future research directions are identified.

scholarly journals Cross-cultural adaptation of the Pain Medication Questionnaire for use in Brazil

2019 ◽  
Vol 19 (1) ◽  
Author(s):  
Sheila Raposo Galindo ◽  
Manoel Henrique da Nóbrega Marinho ◽  
Robert J. Gatchel ◽  
Tatiana de Paula Santana da Silva ◽  
Eduardo Henrique Soares Viana ◽  
...  
Keyword(s):  
Chronic Pain ◽  
Sickle Cell ◽  
Sickle Cell Anemia ◽  
Cultural Adaptation ◽  
Pain Medication ◽  
Cross Cultural ◽  
Opioid Abuse ◽  
Cross Cultural Adaptation ◽  
Final Sample ◽  
Medium Risk

Abstract Background The Pain Medication Questionnaire (PMQ) assesses the risk of opioid abuse in people with non-oncological chronic pain. Methods This is a methodological study conducted at a hemotherapy centre in Recife, Pernambuco state, Brazil. A Cross-cultural adaptation was carried out by a committee of nine specialists, and we applied the PMQ to a pre-final sample of 40 individuals with sickle cell anemia, in addition to a sociodemographic and clinical questionnaire. Results The mean agreement indexes for PMQ equivalences were the following: semantic (0.996), idiomatic (0.970), experiential (0.991), conceptual (0.953), language clarity (0.991), practical relevance (0.906), and theoretical relevance (0.945). Assessment of the PMQ showed that 50% of participants obtained a score equivalent to medium risk of opioid abuse. Cronbach’s alpha coefficient for the adapted PMQ instrument was 0.705, ranging from 0.641 to 0.736 among its items. Conclusion The cross-cultural adaptation of the Pain Medication Questionnaire was satisfactory and easy to apply in the Brazilian population. It is clinically relevant, contributing professional practice and enlightening patients with sickle cell anemia on their behavioral dynamics with respect to opioid consumption. It will also contribute to teaching and research, because it is a useful tool for investigating the risk of abusive behavior in people with chronic pain.

scholarly journals Consumer Responses to High Service Attentiveness: A Cross-Cultural Examination

2019 ◽  
Vol 27 (1) ◽  
pp. 56-73 ◽  
Author(s):  
Maggie Wenjing Liu ◽  
Lijun Zhang ◽  
Hean Tat Keh
Keyword(s):  
Consumer Satisfaction ◽  
The United States ◽  
Cross Cultural ◽  
Future Research ◽  
Consumer Responses ◽  
High Service ◽  
Ulterior Motive ◽  
Self Construal ◽  
Interdependent Self ◽  
Managerial Implications

Although the literature generally indicates that service attentiveness can increase consumer satisfaction, providing extra care and attention in service encounters may backfire and lead to negative consumer outcomes. In addition, because of cross-cultural differences, the effects of high service attentiveness may vary across international markets. The authors conduct a qualitative study, a field experiment, and two laboratory experiments in three countries (Canada, the United States, and China) across various service contexts (hairdressing, telecommunications, and computer repair) to examine cross-cultural consumer responses toward high service attentiveness. Consumers’ negative responses toward high service attentiveness are mediated by their suspicion of ulterior motive, which varies according to their self-construal. Specifically, consumers with an interdependent self-construal (either chronic or primed) tend to have greater suspicion of and negative responses toward high service attentiveness. Furthermore, the effect of interdependent self-construal fostering greater suspicion is attributed to a sharper in-group (vs. out-group) distinction, which is mitigated when the service employee is perceived to be an in-group member. The authors conclude by discussing the theoretical and managerial implications and suggesting future research directions.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

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