scholarly journals Effects of Relationship Marketing of Skincare Shop on the Customer Trust and Relationship Continuity Intention

2021 ◽  
Vol 27 (3) ◽  
pp. 604-613
Author(s):  
Ye-Jun Seo ◽  
In-Hee Lee
Keyword(s):  
Relationship Marketing ◽  
Relationship Continuity ◽  
Customer Trust

scholarly journals Measuring the mediating effect of customer trust - A case of corporate banking sector

2014 ◽  
Vol 11 (4) ◽  
pp. 463-468
Author(s):  
Nalin Abeysekera ◽  
Ananda Wickramasinghe
Keyword(s):  
Transformational Leadership ◽  
Relationship Marketing ◽  
Banking Sector ◽  
Mediating Effect ◽  
Intellectual Stimulation ◽  
Idealized Influence ◽  
Customer Commitment ◽  
Customer Trust ◽  
The Relationship

Understanding transformational leadership and relationship marketing is essential to exploit the future marketing strategies in the contemporary market environment, particularly in volatile and complex marketplace. This study attempts to explore and establish a link between these concepts through variables of transformational leadership; namely, intellectual stimulation and idealized influence with popular “trust-commitment” framework in relationship marketing. The corporate banking sector in Sri Lanka has been selected and one hundred salespersons were selected as a sample. It has been found that customer trust significantly mediates the relationship between the idealized influence behavior of a salesperson and customer commitment. Additionally customer trust significantly mediates the relationship between intellectual stimulation behavior of a salesperson and customer commitment .Thus the role of trust can be considered as important in the context of banking in bank-corporate client partnership strategy.

Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing

1998 ◽  
Vol 62 (2) ◽  
pp. 60-76 ◽  
Author(s):  
Stephen S. Tax ◽  
Stephen W. Brown ◽  
Murali Chandrashekaran
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Service Failures ◽  
Customer Commitment ◽  
Complaint Handling ◽  
Customer Evaluations ◽  
Positive Experiences ◽  
Customer Trust ◽  
The Impact ◽  
Equity Perspective

Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully with service failures or the impact of complaint handling strategies. In this study, the authors find that a majority of complaining customers were dissatisfied with recent complaint handling experiences. Using justice theory, the authors also demonstrate that customers evaluate complaint incidents in terms of the outcomes they receive, the procedures used to arrive at the outcomes, and the nature of the interpersonal treatment during the process. In turn, the authors develop and test competing hypotheses regarding the interplay between satisfaction with complaint handling and prior experience in shaping customer trust and commitment. The results support a quasi “brand equity” perspective—whereas satisfaction with complaint handling has a direct impact on trust and commitment, prior positive experiences mitigate, to a limited extent, the effects of poor complaint handling. Implications for managers and scholars are discussed.

Explaining Online Customer Repurchase Intentions from a Relationship-Marketing Perspective

2018 ◽  
pp. 1230-1259
Author(s):  
Mei-Ju Lin ◽  
Wei-Tsong Wang
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Online Survey ◽  
Low Cost ◽  
Perceived Value ◽  
Corporate Image ◽  
Perceived Usefulness ◽  
Repurchase Intention ◽  
Repurchase Intentions ◽  
Customer Trust

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.

Explaining Online Customer Repurchase Intentions from a Relationship-Marketing Perspective

2015 ◽  
Vol 27 (3) ◽  
pp. 1-26 ◽  
Author(s):  
Mei-Ju Lin ◽  
Wei-Tsong Wang
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Online Survey ◽  
Low Cost ◽  
Perceived Value ◽  
Corporate Image ◽  
Perceived Usefulness ◽  
Repurchase Intention ◽  
Repurchase Intentions ◽  
Customer Trust

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies have noted that the 4Rs marketing strategy both reflects and implements the concept of RM. This study thus examines whether RM-related constructs based on the 4Rs marketing strategy (i.e., assurance, customer satisfaction, perceived usefulness, corporate image, and perceived value) positively affect online customer repurchase intention; it also adopts trust as a relational mediator to investigate whether trust mediates the effect of the 4Rs marketing strategy on repurchase intention. The results of an online survey indicated that satisfaction, perceived usefulness, corporate image, perceived value, and trust were antecedents of repurchase intention. Additionally, this study statistically confirms that trust is a critical mediator of the indirect effects of RM-related constructs on repurchase intention. The theoretical and practical implications of this work are also discussed.

scholarly journals Critical Insights of Customer Valuation Methods in the Relationship Marketing Paradigm

Ekonomika ◽  
2006 ◽  
Vol 74 ◽  
Author(s):  
Tomas Rytel
Keyword(s):  
Relationship Marketing ◽  
Customer Value ◽  
Traditional Approach ◽  
Quantitative Measure ◽  
Measurement Methods ◽  
Customer Valuation ◽  
Interactive Relationship ◽  
Customer Trust ◽  
Value Measurement ◽  
The Relationship

This paper is aimed at providing the key critical insights into the traditional customer valuation models RFM, FRAC and CLV in the context of relationship marketing. It examines the principal assumptions that have conditioned changes in the traditional approach to customer value measurement methods through the application of post-modern marketing (e.g., interactive, relationship, etc.) under the knowledge economy conditions.Although customer value can be examined using both quantitative and qualitative criteria (e.g., customer impact on public opinion, customer trust in the company, etc.), this paper treats customer value as a quantitative measure which is studied using different measurable qualitative indicators rather than analysing psychological, social and other types of qualitative criteria characterising the buyer/seller relationships.The analysis of the RFM, FRAC and CLV customer value measurement methods and of their variables is based on the methodology for the analysis and systematisation of the content of scientific and methodological literature to distinguish the key critical aspects of customer value measurement methods through the application of the principles characteristic of relationship marketing. The overview of customer value measurement methods provided in the paper does not purport for detailed research, which requires a profound study on the subject.

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