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.

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.

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.

The subjective components of happiness and their attainment: a cross-cultural comparison between Italy and Cuba

2006 ◽  
Vol 45 (4) ◽  
pp. 601-630 ◽  
Author(s):  
Dario Galati ◽  
Mayra Manzano ◽  
Igor Sotgiu
Keyword(s):  
Cross Cultural ◽  
Questionnaire Study ◽  
Cultural Comparison ◽  
Cultural Characteristics ◽  
Cross Cultural Comparison ◽  
Two Samples

This study aims to identify the subjective components of happiness and to analyze their degree of attainment in two countries, Italy and Cuba, characterized by very different cultural and socio-economic structures. Two hundred and sixty-five subjects participated in a questionnaire study: 133 from Italy and 132 from Cuba. Respondents were asked to think of happiness and to write down at least 5 components that made them feel happy. A measure of overall happiness was also obtained by asking subjects to rate to what extent they had attained each component in their life. The analysis of responses provided by the two samples yielded the identification of 21 cross-culturally shared happiness components, which referred to individual interests, relational interests and values. The most relevant components in each group were health, family, love and money. Italian and Cuban subjects differed in the frequency of citation of some happiness components (e.g. money, work, partner) and in the degree of attainment of them. Overall, Cubans perceived themselves as happier than Italians. Findings are discussed in relation to the socio-economic and cultural characteristics of the Italian and Cuban contexts.

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.

Why Do Easterners Have Lower Well-Being Than Westerners? The Role of Others’ Approval Contingencies of Self-Worth in the Cross-Cultural Differences in Subjective Well-Being

2016 ◽  
Vol 48 (2) ◽  
pp. 217-224 ◽  
Author(s):  
Cheng-Hong Liu ◽  
Yi-Hsing Claire Chiu ◽  
Jen-Ho Chang
Keyword(s):  
Cultural Differences ◽  
Well Being ◽  
The United States ◽  
Cross Cultural ◽  
Subjective Well Being ◽  
Cross Cultural Differences ◽  
Two Samples ◽  
Self Worth ◽  
The Cross

Previous studies have shown that Easterners generally perceive themselves as having lower subjective well-being compared with Westerners, and several mechanisms causing such differences have been identified. However, few studies have analyzed the causes of such differences from the perspective of the cross-cultural differences in the meanings of important life events such as whether people receive approval from others. Specifically, events regarding others’ approval might have different meanings to and influences on Easterners and Westerners. Thus, the degree of fluctuation of people’s views of self-worth in response to these events (i.e., others’ approval contingencies of self-worth [CSW]) probably differs between Easterners and Westerners. This may be a reason for cross-cultural differences in subjective well-being. We investigated two samples of undergraduate students from Taiwan and the United States to examine the mediating role of others’ approval CSW in forming cross-cultural differences in subjective well-being. The results revealed that Taiwanese participants exhibited lower subjective well-being and higher others’ approval CSW than American participants. In addition, others’ approval CSW partially mediated the cross-cultural differences in subjective well-being. Thus, one reason for lower subjective well-being among Easterners was likely that their self-esteem was more prone to larger fluctuations depending on whether they receive approval from others in everyday life.

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 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.

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