Community engagement activities as relationship marketing practices

2019 ◽  
pp. 9-25
Author(s):  
Carolina Sandra Giang ◽  
Gluma Saban ◽  
Corina Joseph ◽  
Roshima Said
Keyword(s):  
Community Engagement ◽  
Relationship Marketing ◽  
As Relationship

scholarly journals The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

2021 ◽  
Author(s):  
◽  
Nicholas Paul Thompson
Keyword(s):  
Relationship Marketing ◽  
Brand Image ◽  
Customer Relationships ◽  
Brand Performance ◽  
Key Factors ◽  
Brand Relationships ◽  
Relationship Partners ◽  
Consumer Perspective ◽  
As Relationship ◽  
Do So

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

2003 ◽  
Vol 67 (2) ◽  
pp. 89-105 ◽  
Author(s):  
Dennis B. Arnett ◽  
Steve D. German ◽  
Shelby D. Hunt
Keyword(s):  
Relationship Marketing ◽  
Social Exchange ◽  
Business Environment ◽  
Nonprofit Marketing ◽  
Identity Salience ◽  
Exchange Relationships ◽  
For Profit ◽  
Business To Consumer ◽  
Consumer Marketing ◽  
As Relationship

Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve individuals and (2) are based primarily on social exchange. The authors further develop and test the model in the context of nonprofit higher education marketing. The results provide support for the model.

Using customer contact centres as relationship marketing instruments

2013 ◽  
Vol 9 (2) ◽  
pp. 185-208 ◽  
Author(s):  
Zanna van der Aa ◽  
Josée Bloemer ◽  
Jörg Henseler
Keyword(s):  
Relationship Marketing ◽  
Customer Contact ◽  
As Relationship

scholarly journals THE CONSUMER PROFILE AND CAR INSURANCE MARKET OF CUIABÁ, BRASIL

2020 ◽  
Vol 38 (2) ◽  
Author(s):  
Dilamar Dallemole ◽  
Adriano Marcos Rodriguez Figueiredo
Keyword(s):  
Relationship Marketing ◽  
Professional Support ◽  
Insurance Market ◽  
Knowledge Level ◽  
Site Survey ◽  
Analysis Technique ◽  
Car Insurance ◽  
Cluster Analysis Technique ◽  
As Relationship ◽  
Structured Questionnaire

The present study evaluates the car insurance market of Cuiaba-MT, analyses the consumer profile and their predisposition to contract the protection service. It is a precursory study and able to generate important contributions to understand individual preferences because not all people adhere to this type of service. This raises questions to identify the factors that induce the vehicle owners to opt or not for the car insurance contract. The database considers an on-site survey, using a structured questionnaire applied to the car owners at Cuiabá, evaluated by the Cluster Analysis technique. The main results show a market with distinct particularities between genders; however, the income factor is considered a decisive element in the service contracting. Some secondary factors include the knowledge level, the lack of adequate technical and professional support, as well as Relationship Marketing, which also have an influence on the dynamics and in the growth of this market in Cuiabá.

scholarly journals The Development and Maintenance of Customer Relationships through Communication: a Consumer Perspective

2021 ◽  
Author(s):  
◽  
Nicholas Paul Thompson
Keyword(s):  
Relationship Marketing ◽  
Brand Image ◽  
Customer Relationships ◽  
Brand Performance ◽  
Key Factors ◽  
Brand Relationships ◽  
Relationship Partners ◽  
Consumer Perspective ◽  
As Relationship ◽  
Do So

<p>Consumers increasingly control their relationships with brands, including how and with whom they choose to communicate. Bringing together elements of relationship marketing and brand theory, this research examines the process by which consumers form brand relationships. Results highlight the influence of advertising and social networking upon relationships, and confirm that a consumer’s connection with a brand impacts brand performance. In doing so the manner in which customer relationships are developed and maintained from a consumer perspective is identified, as well as the benefits of relationships for brand owners. This thesis focuses on customer relationships from a consumer perspective. Specifically, it examines the process by which individual consumers build and maintain relationships with brands through communication. Bringing together elements of relationship marketing and branding theory, the underlying purpose is to identify key factors influencing a consumer’s perceived relationship with a brand and determine their measurement. The literature suggests that individual consumers form a connection with brands, seeing them as relationship partners (Fournier, 1998). They do so to varying extents, depending on the brand. The relevance of a brand to a consumer, therefore, extends further than brand image or the signals associated with a brand. Relationships between consumers and brands involve an emotional connection. A consumer’s perceived connection with a brand then influences the manner in which they behave regarding that brand ...</p>

scholarly journals Sport sponsorship in Finland: the case study of FC JJK Jyväskylä

2013 ◽  
Vol 7 (1) ◽  
pp. 135-140
Author(s):  
Mihály Szerovay
Keyword(s):  
Relationship Marketing ◽  
Statistical Data ◽  
Participant Observation ◽  
Sport Sponsorship ◽  
Premier League ◽  
Football Clubs ◽  
Master's Thesis ◽  
Survey Interviews ◽  
As Relationship

This paper seeks to analyse sport sponsorship in Finland via using the case study of Football Club JJK Jyväskylä from the Finnish Premier League. The results of a master’s thesis conducted on FC JJK fans’ sponsor awareness and sponsor orientation is presented. This research has provided implications to the management of the club, such as how to increase sponsorship efficiency, how to benefit from applying sponsorship alignment as well as relationship marketing. In order to successfully implement the study, an on­line survey, interviews, and participant observation was utilised. In addition, statistical data were obtained from the club. It has been concluded that JJK fans’ sponsor awareness and attitude stood at a low level, therefore JJK’s sponsorship strategy was advised to be reorganised. Conclusions from this paper might be beneficial for clubs from peripheral football countries, including those from Hungary as well. The size and level of Finnish and Hungarian football clubs are fairly similar and both countries can be considered as peripheral football countries at present.

scholarly journals Relacionamento com Clientes em Empresas Startups: Uma Análise de Publicações em Marketing

2020 ◽  
Vol 12 (1) ◽  
pp. 60-86
Author(s):  
Daniela Menezes Garzaro ◽  
Luís Fernando Varotto ◽  
Samara Carvalho Pedro ◽  
Fernanda Edileuza Riccomini
Keyword(s):  
Relationship Marketing ◽  
Customer Service ◽  
Mobile Apps ◽  
Ease Of Use ◽  
Customer Relationship ◽  
Business Managers ◽  
Future Studies ◽  
Business To Consumer ◽  
As Relationship ◽  
The Relationship

Objective: To identify the current direction of research on relationship marketing in the business to consumer (B2C) modality at virtual environments (internet and cell phone applications), focusing on startups companies, highlighting the main constructs, the methods and the evolution of research over the recent years.Method: The research was developed by means of a systematic literature review, based on 62 articles selected from the Web of Science database, and a textual statistical analysis using the Iramuteq software.Originality/Relevance: This research is relevant for the field of relationship marketing due to the relative novelty of the theme, and the scarcity of studies in the area, with its originality in pointing out several gaps for future studies, especially in relation to brand, mobile apps and fintechs (technology finance).Results: The most prevalent themes in these studies were perceived quality, usefulness, ease of use and safety, and their relationship with customer satisfaction and loyalty.Theoretical/methodological contributions: There is a gap in the field of customer relationship at online environment, since few studies have been dealing with issues related to customer service and relationship quality, especially in the context of startups.Social contributions/to management: The deepening of the theme gives business managers from many segments, as well as relationship marketing professionals, the opportunity to get to know and reflect on the relationship between client and company and the means adopted as an interface for this relationship.

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