scholarly journals Relationship marketing and the profile of the policewoman as an institutional image of the police service in Ecuador.

2021 ◽  
Vol 25 (111) ◽  
pp. 145-153
Author(s):  
Maria Elizabeth Gamboa Viera ◽  
Jenny Carolina Espinoza Calle ◽  
Santamaría Freire Edwin Javier
Keyword(s):  
Relationship Marketing ◽  
Qualitative Methodology ◽  
Hypothesis Test ◽  
Redes Sociales ◽  
Cesar Vallejo ◽  
Institutional Image ◽  
Police Service ◽  
Marketing Relationship ◽  
Tools And Techniques ◽  
Carlos Iii

The article shows how relationship marketing and the profile of policewomen affect the institutional image of the police service in Ecuador, for which a qualitative methodology is used with a descriptive and correlational level of research, based on a bibliographic and field study. Tools and techniques applied to the community and to policewomen are also used; whose results explain that there is better performance, generate greater confidence and security; in the self-criticism made by the police servants, they state that they feel capable of acting, working efficiently in all cases. Its preparation is daily so there is a commitment to serve and protect; her work is praised by the community, which makes the policewoman an excellent option to position the police image thatis currently worn out. These results were contrasted with the hypothesis test in which a Pearson X2 of 8,549 was obtained, which allows us to conclude that relationship marketing and the profile of the policewoman do contribute to the institutional image of the police service in Ecuador. Keywords: marketing, relationship marketing, policewoman, institutional image. References [1]P. Tobar, «Marketing de relaciones como estrategia de diferenciación en la satisfacción del cliente: caso de estudio en el sector universitario,» Digital Publisher, 3 Mayo 2021. [2]M. Luna and R. Ortiz, «Aplicación del Marketing relacional para fidelización de clientes corporativos en servicio de telefonía móvil CNT EP.,» Universidad deGuayaquil, 2018. [3]M. Rivera, «La evolución de estrategoas de marketing en el entorno digital: Implicaciones jurídicas,» Universidad Carlos III de MAdrid, 2015. [4]L. Sihua, «Imagen corporativa y marketing relacional de la empresa Pieriplast SAC, distrito San Juan de Lurigancho, 2018,» Unversidad Cesar Vallejo, 2019. [5]E. Guadarrama and E. Rosales, «Marketing relacional: Valor, satisfacción, lealtad y retención del cliente. Análisis y reflexión teórica,» Ciencia y Sociedad, 2015. [6]M. Noblecilla and M. Granados, «El marketing y su aplicación en diferentes areas del conocimiento,» Editorial UTMach, 2017. [7]R. Bravo, J. Matute and J. M. Pina, «Efectos de la imagen corporativa en el comportamiento del consumidor. Un estudio aplicado a la banca comercial,» vol. 21, 2021. [8]J. Saltos, W. Jiménez and E. Jimémex, «La imagen de marca como vector de posicionamiento en PYMES: caso sector calzado de la provincia de Tungurahua,»2016. [9]E. Ramos, «Gestión de imagen corporativa como estrategia de sostenibilidad: camino al cambio empresarial, » Revista Universidad y Sociedad, 2020. [10]A. Sevilla, «Policia Comunitaria,» Programa para la convivencia ciudadana, 2015. [11]E. Cobler, «El trabajo de la mujer policía,» Revista Catalana De Seguretat Pública, p. 106, 2012. [12]E. Cumbicos, «Imagen Institucional De La Policía Metropolitana De Quito En Redes Sociales,» Universidad Central del Ecuador, 2017.

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

scholarly journals HUBUNGAN IMPLEMENTASI RELATIONSHIP MARKETING DENGAN LOYALITAS NASABAH PADA PT. BANK BRI SYARIAH KANTOR CABANG BENGKULU

2018 ◽  
Vol 6 (2) ◽  
Author(s):  
Meiffa Herfianti ◽  
Diman Wido Saputra
Keyword(s):  
Relationship Marketing ◽  
Correlation Coefficient ◽  
Customer Loyalty ◽  
Hypothesis Test ◽  
Rank Correlation ◽  
Strong Relationship ◽  
Analysis Data ◽  
Spearman Rank ◽  
Correlation Interval ◽  
Branch Office

The purpose of this study is to determine whether there is arelationship between the implementation of relationship marketing with customer loyalty at PT. Bank BRI Syariah Branch Office of Bengkulu. This research uses qualitative and quantitative analysis, data collection method using questionnaire, tested by using rank spearman formula and hypothesis test. Based on the calculation of Spearman rank obtained correlation coefficient value of spearman rank or rho count (p) amount 0,765 is at the correlation interval 0,60 – 0,799 with strong criteria, meaning that the implementation of relationship marketing has a strong relationship with customer loyalty at PT. Bank BRI Syariah Branch Office of Bengkulu. Based on the hypothesis test of spearman rank correlation coefficient obtained t count 9,792 then the value of t arithmetic is compared with the value of t table at the level of confidence 95% or error rate 5% known value of t table is 1.66757 means that the value of t arithmetic greater than the value of t table (9,792 > 1,66757) then the hypothesis proposed in this study is acceptable means there is a significant positive relationship between variable relaionship marketing (X) with customer loyalty (Y) at PT. Bank BRI Syariah Branch Office of Bengkulu.

scholarly journals Improving UK retail academic-practitioner research: insights from relationship marketing

2017 ◽  
Vol 45 (1) ◽  
pp. 4-19
Author(s):  
Nelson Blackley ◽  
Sheilagh Mary Resnick ◽  
Kim Cassidy
Keyword(s):  
Relationship Marketing ◽  
Qualitative Methodology ◽  
Academic Research ◽  
Retail Sector ◽  
Content Type ◽  
Building Relationships ◽  
Research Relationship ◽  
Multiple Data ◽  
The Uk ◽  
Relationship Benefits

Purpose The purpose of this paper is to explore the reasons for the continuing “gap” between UK retail academic research and practice. A relationship marketing (RM) lens, focussing on relationship antecedents, is used to develop a deeper understanding of the barriers to collaboration and propose new solutions to close the gap. Design/methodology/approach The paper adopts a qualitative methodology to compile the evidence, using multiple data sources to identify the dynamics of the retail academic-practitioner divide. Findings The research illustrates a marked absence of the majority of the customer focussed, seller focussed and dyadic antecedents, essential for effective relational exchanges, and highlights that at the heart of the problem lies a lack of shared understanding of mutual relationship benefits with academics currently neither motivated nor incentivised to develop such relationships. Research limitations/implications Further research is needed to explore what characterises a successful sustainable research relationship. There is also a pressing need to understand the experience, skills and knowledge of “boundary spanners” who operate successfully in both academic and business cultures. Practical implications Universities should adopt a strategic approach towards building relationships with retailers based upon relationship antecedents. Reward structures should be developed to encourage academics to develop research relationships. Resources should be allocated to better defining and communicating the benefits of a university research relationship with retailers. Originality/value There has been limited empirical research on the academic-practitioner gap within the context of the UK retail sector. The RM lens draws attention to new insights about barriers to successful relationships and generates concrete ideas for closing the gap moving forward.

Brand-reseller representative relationship for enablement: a research agenda

2020 ◽  
Vol 23 (4) ◽  
pp. 679-695
Author(s):  
Suraksha Gupta ◽  
Len Tiu Wright
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
Emotional Aspect ◽  
Temporal Aspects ◽  
Research Questions ◽  
Business To Business ◽  
Practical Implications

Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.

Twitter como herramienta de aprendizaje en los estudios de Periodismo: content curators en el proyecto International Journalism Tweet Week

2020 ◽  
Vol 26 (3) ◽  
pp. 975-987
Author(s):  
Patricia González Aldea ◽  
Eva Herrero Curiel
Keyword(s):  
Redes Sociales ◽  
Carlos Iii ◽  
Innovación Docente ◽  
Aprendizaje Colaborativo

Las redes sociales, y en concreto Twitter, se han convertido en parte esencial de las rutinas periodísticas. En ámbitos como el periodismo internacional su uso ha favorecido, además de la cobertura móvil y en tiempo real, proyectos de rotación semanal de curators para el control del contenido de una cuenta. Este artículo presenta el proyecto de innovación docente “International Journalism Tweet Week” que se desarrolló, aplicando la InteRmetodología del factor Relacional, del 14 de septiembre al 9 de diciembre de 2018 en la asignatura de “Periodismo Internacional I: la información global” de la Universidad Carlos III de Madrid, con 51 alumnos participantes y un total de 6.130 tuits, con un impacto potencial de 1.787.155. Los resultados mostraron una mayor participación de los alumnos basado en el aprendizaje colaborativo, un aumento del interés por la asignatura y los temas internacionales, una mejor selección de la información y las fuentes en Twitter, y un elevado grado de satisfacción con la asignatura.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

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.

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