scholarly journals Relationship Marketing Key Concepts as Relationship Value Determinant

2014 ◽  
pp. 1-17 ◽  
Author(s):  
Aida Ben Jemaa ◽  
Nadine Tournois
Keyword(s):  
Relationship Marketing ◽  
Relationship Value ◽  
Key Concepts ◽  
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.

scholarly journals An Empirical Investigation of the Mediating Role of Customer Attachment in South African Private Hospitals

Organizacija ◽  
2020 ◽  
Vol 53 (4) ◽  
pp. 332-345
Author(s):  
Hester Spies ◽  
Nedia Mackay
Keyword(s):  
Relationship Marketing ◽  
Reliability And Validity ◽  
Private Hospitals ◽  
Mediating Role ◽  
Important Relationship ◽  
Relationship Value ◽  
Attachment Model ◽  
Quantitative Descriptive ◽  
The Relationship

AbstractBackground and purpose: Relationship marketing literature acknowledges the important role of attachment in customer-organization relationships, but shows limited theoretical and empirical understanding of the factors that contribute to the development and maintenance of attached customers. To address this gap, this paper draws on the relationship marketing view and synthesizes important relationship constructs with the aim of developing a mediated attachment model for private hospitals in South Africa.Design/Methodology/Approach: A quantitative descriptive research design was implemented, collecting 303 useable questionnaires via non-probability convenience sampling. Cronbach’s alpha coefficients and a confirmatory factor analysis were conducted to determine the reliability and validity of the measures respectively, and a SEM was conducted for the mediation analysis.Results: The results indicate that respondents’ relationship value was significantly related to attachment, loyalty and fear of relationship loss, and attachment was significantly related to loyalty and fear of relationship loss. Moreover, the indirect effect of attachment in the relationship between relationship value and loyalty, as well as in the relationship between relationship value and fear of relationship loss was found to be significant.Conclusion: Attachment plays a significant role in both the direct and indirect relationships with key relationship marketing constructs. The importance of attachment in building patient-hospital relationships should therefore not be ignored, and private hospitals are encouraged to invest in their relationships with patients, with the aim of establishing attachment.

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 Experimental evidence that apologies promote forgiveness by communicating relationship value

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Daniel E. Forster ◽  
Joseph Billingsley ◽  
Jeni L. Burnette ◽  
Debra Lieberman ◽  
Yohsuke Ohtsubo ◽  
...  
Keyword(s):  
Experimental Evidence ◽  
Relevant Information ◽  
Causal Claim ◽  
Causal Pathway ◽  
Relationship Value ◽  
Independent Variable ◽  
Relationship Repair ◽  
As Relationship ◽  
Robust Evidence

AbstractRobust evidence supports the importance of apologies for promoting forgiveness. Yet less is known about how apologies exert their effects. Here, we focus on their potential to promote forgiveness by way of increasing perceptions of relationship value. We used a method for directly testing these causal claims by manipulating both the independent variable and the proposed mediator. Namely, we use a 2 (Apology: yes vs. no) × 2 (Value: high vs. low) concurrent double-randomization design to test whether apologies cause forgiveness by affecting the same causal pathway as relationship value. In addition to supporting this causal claim, we also find that apologies had weaker effects on forgiveness when received from high-value transgressors, suggesting that the forgiveness-relevant information provided by apologies is redundant with relationship value. Taken together, these findings from a rigorous methodological paradigm help us parse out how apologies promote relationship repair.

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.

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