Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

The Commitment-Trust Theory of Relationship Marketing

1994 ◽  
Vol 58 (3) ◽  
pp. 20-38 ◽  
Author(s):  
Robert M. Morgan ◽  
Shelby D. Hunt
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Relationship Commitment ◽  
Marketing Theory ◽  
Test Results ◽  
Variable Model ◽  
Automobile Tire ◽  
Mediating Variables ◽  
Major Shift ◽  
Using Data

Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.

Consumer relationship proneness revisited: A multidimensional formative measure

2019 ◽  
Vol 62 (6) ◽  
pp. 758-779
Author(s):  
Kamilia Bahia
Keyword(s):  
Relationship Marketing ◽  
Retail Banking ◽  
Theory And Practice ◽  
Measurement Scale ◽  
Marketing Theory ◽  
Validation Process ◽  
Banking Services ◽  
Development And Validation ◽  
Commercial Relationships ◽  
Item Scale

Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings. To address them, this article first develops an integrative conceptualization of CRP based on the motivations that animate the consumer and lead him or her to engage in commercial relationships. Then, it reports the development and validation process of a comprehensive, multidimensional measurement scale for CRP. This multiphase process has resulted in a 19-item scale that measures CRP across four formative motivational facets that were validated in two different sectors: retail banking services and apparel stores. This scale exhibits satisfactory psychometric qualities in both sectors. The article concludes with implications for marketing theory and practice.

scholarly journals How Can Charged Knowledge Platform Marketing Run?

2021 ◽  
pp. 32-39
Author(s):  
Jian-Lin Xiong ◽  
Tsai-Fa(TF) Yen
Keyword(s):  
New Media ◽  
Relevant Information ◽  
Theory And Practice ◽  
Internet Technology ◽  
Future Research ◽  
The Internet ◽  
Marketing Theory ◽  
Knowledge Platform ◽  
Inductive Methods ◽  
Marketing Activities

With the advance of digital technology and Internet technology, the popularity of mobile phones and computers and other terminal equipment, more and more people use the Internet to send and receive information on social media. They’ve engaged in marketing activities and made new media marketing to be the public focus. Among them, a charged knowledge platform (CKP) was introduced as the payment mechanism and got some feedback in the revenue channel through the sharing and knowledge transferred on the internet. However, what is the nature of charged knowledge platform marketing? What do we need to be aware of when engaging in marketing activities through a charged knowledge platform? Related research is lacking, and both new media marketing theory and practice are needed to clarify within these issues. Accordingly, the purpose of this study is to verify the nature and related issues of charged knowledge platform marketing, and to provide relevant suggestions. This study searches for relevant information and data through literature retrieval and uses inductive methods to organize and interpret it. From the aspect of encyclopedic platform, the results show that the main problems of charged knowledge platform marketing are distributed in the three main orientations of platform operation technology, term content and user management and interaction. If enterprises can adopt internal training, external employment and outsourcing methods, reasonable and orderly and efficient solution to professional manpower problems, charged knowledge platform is worthy of enterprises to enhance visibility and image, precision marketing and towards sustainable development of a good helper. According to this, it is suggested that future research should gradually explore the measures and willingness of charged knowledge platform to solve the problems of manpower.

Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication

2020 ◽  
Vol 13 (4) ◽  
pp. 595-620
Author(s):  
Gashaw Abeza ◽  
Norm O’Reilly ◽  
Jessica R. Braunstein-Minkove
Keyword(s):  
Relationship Marketing ◽  
Sport Management ◽  
Strategic Communication ◽  
Theory And Practice ◽  
Complex Nature ◽  
Marketing Theory ◽  
Melting Pot ◽  
Sport Communication ◽  
Diverse Field ◽  
Point Of Departure

Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an influx has been seen, a review of said literature informs us that RM is a diverse field with no single best explanation, no clear domain and scope, and no universally accepted definition and that, most particularly, the literature is a melting pot of various concepts. This circumstance creates frustration and confusion among new researchers. Additionally, as strategic communication strategies rely on clear and consistent messaging, it is pivotal to holistically address the issue. Therefore, adopting an integrative literature review approach, this commentary revisits the RM scholarship to present, brings attention to the complex nature of the RM literature, and identifies a point of departure for researchers attempting to find a fitting “home” for their research.

The effects of mutuality in exporter-importer relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Farid Ahmed ◽  
Felicitas Evangelista ◽  
Daniela Spanjaard
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Cross Sectional ◽  
Dyadic Data ◽  
Content Type ◽  
Central Hypothesis ◽  
Relationship Performance ◽  
The Impact

PurposeRelationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.Design/methodology/approachThe model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.FindingsThe results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.Originality/valueThe study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

scholarly journals CONTEMPORARY CONSUMER IN THE GLOBAL ENVIRONMENT

2015 ◽  
Vol 3 ◽  
pp. 028-036
Author(s):  
Aleksandar Grubor ◽  
Dražen Marić
Keyword(s):  
Consumer Behavior ◽  
Corporate Performance ◽  
Social Process ◽  
Modern Society ◽  
Theory And Practice ◽  
Human Society ◽  
Marketing Theory ◽  
Marketing Activities ◽  
The Individual ◽  
Practice Marketing

One of the characteristics of human society in the 21st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system.Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes.Presenting and analyzing the results of research from marketing literature dealing with the problem of changed market behavior, this article aims to point to the necessity to change the thinking patterns of marketing theory and practice on the significance and impact of the consumer on companies’ corporate performance by accepting new roles that the consumers have in the contemporary society.By changing the attitude toward consumers as key stakeholders on the market and accepting their new roles, companies get guidelines for shaping and amending their marketing strategies toward raising the quality of corporate performance, and the same stands for institutions responsible for the functioning of a society and the state as a whole.The current marketing reality inexorably promotes the notion that consumer behavior as a whole is an essential social process shaped by intensive word-of-mouth communication. As a science and practice, marketing must become a complex and fluid system of network relationships, constantly redefining itself toward integration with the changes of contemporary consumers and their modus vivendi.

Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing

2008 ◽  
Vol 14 (2) ◽  
pp. 92-100 ◽  
Author(s):  
Stephen Dann
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Non Profit ◽  
Marketing Activities ◽  
Definition Of ◽  
The Individual ◽  
Social Marketing Theory

Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with “clients” as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for customers, consumers, and society at large in an update that makes the contemporary definition of marketing extremely compatible with existing social marketing theory and practice. This article examines how social marketing theory and practice fit into the revised understanding of commercial marketing. It also discusses how the new AMA definition resolves several of the problems encountered with the AMA 2004 definition of marketing. In summary, AMA (2007) presents an opportunity for the mainstreaming of social marketing within the core understanding of marketing practice, while also creating the opportunity for social marketers to adopt the commercial marketing approach of creating, communicating, delivering, and exchanging offerings of value to improve the welfare of the individual and that of society.

scholarly journals Guest editorial: relationship marketing – past, present and future

2017 ◽  
Vol 31 (1) ◽  
pp. 1-5 ◽  
Author(s):  
Johanna Gummerus ◽  
Catharina von Koskull ◽  
Christian Kowalkowski
Keyword(s):  
Relationship Marketing ◽  
Common Ground ◽  
Theory Development ◽  
Marketing Research ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Special Issue ◽  
Double Blind ◽  
Content Type ◽  
Blind Review

Purpose In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward. Design/methodology/approach The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions. Findings Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings. Research limitations/implications The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified. Originality/value To assess existent knowledge of relationship marketing is needed to take the field forward.

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