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 KETERLIBATAN KARYAWAN DAN PERILAKU INOVATIF: SEBUAH TINJAUAN LITERATUR

2021 ◽  
Vol 8 (2) ◽  
pp. 66-72
Author(s):  
Fatwa Zuhaena
Keyword(s):  
Literature Review ◽  
Conceptual Framework ◽  
Coping Strategy ◽  
Empirical Studies ◽  
Complex Interaction ◽  
Comprehensive Understanding ◽  
High Demand ◽  
Innovative Behaviour ◽  
The Relationship

This study aims to: a) provide a comprehensive understanding of the relationship between employee interactions and innovative behaviour, and b) build an integrative conceptual framework based on validated factors empirically and that relationship with relevant theories. An integrative literature review from empirical studies shows that employees perceive the combination of high demand and high resources to be ideal interaction. Innovative behaviour is a consequence of these complex interaction. Engaged employees tend to more innovative by coping strategy activities to face the challenge.

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.

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.

scholarly journals Critical Insights of Customer Valuation Methods in the Relationship Marketing Paradigm

Ekonomika ◽  
2006 ◽  
Vol 74 ◽  
Author(s):  
Tomas Rytel
Keyword(s):  
Relationship Marketing ◽  
Customer Value ◽  
Traditional Approach ◽  
Quantitative Measure ◽  
Measurement Methods ◽  
Customer Valuation ◽  
Interactive Relationship ◽  
Customer Trust ◽  
Value Measurement ◽  
The Relationship

This paper is aimed at providing the key critical insights into the traditional customer valuation models RFM, FRAC and CLV in the context of relationship marketing. It examines the principal assumptions that have conditioned changes in the traditional approach to customer value measurement methods through the application of post-modern marketing (e.g., interactive, relationship, etc.) under the knowledge economy conditions.Although customer value can be examined using both quantitative and qualitative criteria (e.g., customer impact on public opinion, customer trust in the company, etc.), this paper treats customer value as a quantitative measure which is studied using different measurable qualitative indicators rather than analysing psychological, social and other types of qualitative criteria characterising the buyer/seller relationships.The analysis of the RFM, FRAC and CLV customer value measurement methods and of their variables is based on the methodology for the analysis and systematisation of the content of scientific and methodological literature to distinguish the key critical aspects of customer value measurement methods through the application of the principles characteristic of relationship marketing. The overview of customer value measurement methods provided in the paper does not purport for detailed research, which requires a profound study on the subject.

scholarly journals Relational Marketing and Brand Community: the Case of Netflix

2020 ◽  
Vol 24 (2) ◽  
pp. 251-274
Author(s):  
Cristina González-Chans ◽  
Matías Membiela-Pollán ◽  
Manuel Cortés-Cuns
Keyword(s):  
Relationship Marketing ◽  
Relevant Literature ◽  
Brand Community ◽  
Collaborative Relationships ◽  
Relational Marketing ◽  
Marketing Model ◽  
Strong Focus ◽  
Production Company ◽  
The Relationship

The aim of this article is to examine the relationship marketing model and the concept of brand community based on a case study of the content platform and production company, Netflix. Relationship marketing places a strong focus on the strategic management of collaborative relationships with customers and other stakeholders as a way of creating and distributing value in an equitable and mutually beneficial way. This study focuses on the idea of ‘community around the brand’, understood as a structured set of social relationships between the ‘fans’ of a brand and between the brand and its customers, who often dictate brand decisions. A theoretical analysis of the subject and a review of the relevant literature are followed by a case study of the leading content streaming company, Netflix, which analyses the company’s relationship marketing and community-building strategies and their role in the brand’s success.

scholarly journals KONSTRUKSI MODEL FAKTOR ANTESEDEN LOYALITAS BERBASIS NILAI PELANGGAN

2017 ◽  
Vol 13 (1) ◽  
pp. 56
Author(s):  
Irwan Christanto Edy
Keyword(s):  
Conceptual Model ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Value ◽  
Goodness Of Fit ◽  
Factor Model ◽  
Analysis Instrument ◽  
Relationship Of ◽  
The Relationship ◽  
The City

Abstrak: Konstruksi Model Faktor Anteseden Loyalitas Berbasis Nilai Pelanggan. Tujuan Penelitian ini adalah menguji model konseptual pengaruh nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional. Penelitian ini merupakan penelitian survai. Data yang digunakan adalah data primer dengan mengambil nasabah sebagai objek penelitian. Instrumen pengumpulan data berupa daftar pertanyaan (kuesioner) baik dengan pertanyaan terbuka maupun tertutup. Metode analisis data yang digunakan meliputi analisis uji instrumen, analisis statistik deskriptif, dan analisis SEM. Model konseptual yang menggambarkan hubungan nilai pelanggan terhadap loyalitas melalui kepuasan, pelayanan purna jual, kepercayaan pada merk dan pemasaran relasional dapat diterima secara empiris. Penelitian ini menemukan bahwa nilai pelanggan dan layanan purna jual memberi kontribusi langsung yang signifikan terhadap loyalitas pelanggan. Kata Kunci: nilai pelanggan, loyalitas, pemasaran relasional Abstract: Construction of Antecedent Factor Model of Customer Value-Based Loyalty. The study aims to test the conceptual model of the effect of customer value on customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing. This study is a survey research. The data used are primary that motorcycles customers in the city of Surakarta, as research objects. Data collection instruments in the form of a list of questions (questionnaire) either the open or closed questions. Data analysis methods used include analysis instrument test, descriptive statistical analysis, and analysis of the SEM. The conceptual model that describes the relationship of the value of customer loyalty through satisfaction, after sales service, trust the brand and relationship marketing empirically acceptable (meets the criteria Goodness of fit) scientific. This study found that the value of the customer and after-sales services contribute direct and significant to customer loyalty Keywords: customer value, loyalty, relationship marketing

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