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Artículos de revistas sobre el tema "Relationship marketing. Customer relations"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 8 de febrero de 2022

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1

Mohammadhossein, Nastaran, Mohammad Nazir Ahmad, Nor Hidayati Zakaria, and Shidrokh Goudarzi. "A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction." International Journal of Enterprise Information Systems 10, no. 1 (2014): 11–31. http://dx.doi.org/10.4018/ijeis.2014010102.

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The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving custo

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2

Jyoti, Jiwan. "Relationship Marketing: A competitive Marketing StrategyIt’s Importance, Nature and Need: A Review." Journal of Management and Science 1, no. 3 (2013): 444–52. http://dx.doi.org/10.26524/jms.2013.49.

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In today‟s intense competition, it is very important for any business organization to keep their customers otherwise the competitors will attract them as business is all about creating customer, satisfying a customer and retaining a customer. Increasing inflation rate, increasing rate of interests, hike in fuel prices, global slowdown in economic growth are a few reasons of worry for the companies to think differently to maintain their sales and profit. The business organizations are struggling for their survival and sustainable growth. On the other hand, the new economic policy of India has a

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3

Augustia, Sekarani Yuteva, Susilo Toto Raharjo, and Sutopo Sutopo. "INVESTIGATING THE EFFECT OF CUSTOMER RELATIONS QUALITY AND PRODUCT EXCELLENCE ON MARKETING PERFORMANCE THROUGH PRODUCT COMPETITIVE ADVANTAGE (Empirical Study at PT Bank Mega, Tbk)." Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) 17, no. 2 (2019): 103. http://dx.doi.org/10.14710/jspi.v17i2.103-118.

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In this highly competitive banking industry, every bank needs to create superior value for its customers. The ideal banking industry to improve the quality of customer relationships is a company that wants to optimize profits by closer (customer intimacy) and harmonious relationship with its customers. Thus, the value-added relationship marketing can be optimized in streamlining and streamlining costs to acquire new customers or retain old customers so that the cost and marketing efforts are not in vain and profits can be increased even more. This study specifically examines the effect of cust

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Kocev, Stojan, and Dusko Kocev. "CUSTOMER RELATIONSHIP MANAGEMENT IN HEALTH ORGANIZATION." Knowledge International Journal 30, no. 6 (2019): 1691–700. http://dx.doi.org/10.35120/kij30061691k.

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CRM is a system that the customer-patient puts at the heart of the business process, and the deployment of the best CRM practices is the key to providing loyalty from customers as an integral part of a successful business. With this system, it is possible to study the behavior of the customer, thus providing the right direction for the best service of the customer and improving the relations and connections with them. CRM is the integration of sales, marketing, services and support strategy, processes, people and technologies to maximize customer benefits, values, relationships, and customer r

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Borisavljević, Katarina, and Gordana Radosavljević. "Application of logistics model in analysing relationship marketing in travel agencies." Zbornik radova Ekonomskog fakulteta u Rijeci: časopis za ekonomsku teoriju i praksu/Proceedings of Rijeka Faculty of Economics: Journal of Economics and Business 39, no. 1 (2021): 87–112. http://dx.doi.org/10.18045/zbefri.2021.1.87.

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A concept of relationship marketing in tourism implies creating quality relations among all participants in the tourist supply chain. Analyzing the assumptions of the development of relations and their impact on the overall performance of companies in tourism is especially important. In this regard, the subject matter of this research is the application of relationship marketing in travel agencies in Serbia and the identification of key factors of loyalty of users of tourist services. This paper aims to investigate the influence of relationship marketing assumptions (such as trust, customer co

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Nkemnole, Edesiri Bridget, and Ekene Nwaokoro. "Modelling Customer Relationships as Hidden Markov Chains." Path of Science 6, no. 11 (2020): 5011–19. http://dx.doi.org/10.22178/pos.64-9.

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Models in behavioural relationship marketing suggest that relations between the customer and the company change over time as a result of the continuous encounter. Some theoretical models have been put forward concerning relationship marketing, both from the standpoints of consumer behaviour and empirical modelling. In addition to these, this study proposes the hidden Markov model (HMM) as a potential tool for assessing customer relationships. Specifically, the HMM is submitted via the framework of a Markov chain model to classify customers relationship dynamics of a telecommunication service c

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Shafique, Muhammad Nouman, Naveed Ahmad, Haider Abbass, and Raghib Manzoor. "Strengthen Outcomes of Insurance Agent: An Exploratory Study in Pakistan." International Letters of Social and Humanistic Sciences 49 (March 2015): 106–14. http://dx.doi.org/10.18052/www.scipress.com/ilshs.49.106.

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Strong relationship outcomes depend upon the combination of the relationship marketing tactics and personality traits of the customer. The proposed study will contribute to assess the relationship outcomes in insurance agent – policy holder relations in different ways; to assess the overall impact of the relationship marketing tactics on the efforts made by the firms to retain their customers with them, the overall impact of the personality traits of the customer on the customer relationship proneness, and the combine impact of the retention orientation of the customer and customer relationshi

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Saniy, Afina Rusyida, and Ainur Rochmaniah. "PENGARUH STRATEGI COSTUMER RELATIONS PT BANK PANIN CABANG SIDOARJO TERHADAP LOYALITAS NASABAH TABUNGAN MIKRO PANIN." KANAL: Jurnal Ilmu Komunikasi 3, no. 2 (2016): 193. http://dx.doi.org/10.21070/kanal.v3i2.308.

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The purposes of this research to analyze and explain the influence of customer relations strategies in the PT. Panin Bank branch A. Yani Sidoarjo towards customer loyalty micro savings Panin. This research used quantitative research with survey research methods. Meanwhile, the subject of this study is micro panin savings customers as many as 100 customers were selected using purposive sampling technique. Partial test (t test) showed that strategy of customer campaign dependent as independent variables which are marketing campaign,customer campaign and service quality that is affected towards d

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Eriksson, Kent, and Cecilia Hermansson. "How relationship attributes affect bank customers’ saving." International Journal of Bank Marketing 37, no. 1 (2019): 156–70. http://dx.doi.org/10.1108/ijbm-09-2017-0194.

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PurposeThe purpose of this paper is to determine how three relational attributes – duration, context and trust – are subjectively perceived by bank customers, and how these affect their saving behavior, as defined by monthly flows to mutual funds and the financial products bought and held in stock.Design/methodology/approachThe authors use a combination of unique bank register and subjective survey data, and a structural equation model for theory development. Four constructs are developed to estimate the structural model, i.e. saving behavior, duration, context and trust.FindingsThe authors fi

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Nyongesa, Stella, Francis Kibera, and Ruth Kiraka. "The role of individual relationship marketing factors in influencing customer retention among microfinance institutions in Kenya." Journal of Research in Emerging Markets 2, no. 3 (2020): 71–81. http://dx.doi.org/10.30585/jrems.v2i3.432.

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Organizations seeking a competitive advantage are increasingly embracing relationship marketing programs to manage customer relationships more efficiently. However, despite the deployment of such relationship management programs, customer retention continues to be the greatest challenge facing many organizations. This paper argues that relationship marketing factors - trust, commitment, strong bonds, communication, shared values and keeping promises - each plays a unique role in influencing customer retention, however, the nature of the influence of these individual factors on customer retenti

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Singh, Kamaldeep. "Importance of Customer Loyalty in Telecommunication Sector." International Journal of Applied Research in Management and Economics 3, no. 4 (2020): 27–36. http://dx.doi.org/10.33422/ijarme.v3i4.508.

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Customer loyalty is a serious matter of concern for every business where it measures the customer’s likeliness to give repeat business with a brand or organization. In other words, it is the outcome of a positive experience for customers as well as customer satisfaction. In this paper, the role of the relational dimension will be studied in the context of customer loyalty. The aim of this paper is to analyze the concept of relationship marketing and the key variables of the dimension relationship and their role in customer loyalty. South Asian telecommunication industry is selected to analyze

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Natalia, Natalia, Cooky Tri Adhikara, and Shirley Agusthina. "Analisis Implementasi Customer Relationship Management dan Marketing Public Relations terhadap Nilai Pelanggan dan Dampaknya terhadap Loyalitas Pelanggan: Studi Kasus Grand Tropic Suites’ Hotel." Binus Business Review 3, no. 1 (2012): 513. http://dx.doi.org/10.21512/bbr.v3i1.1339.

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The impact of the globalization resulted in the business world being colored by the increase of high competition. Because of that the perpetrators of the business must continue to maintain the continuity of his business and to try to look for the opportunity by making use of the superiority that was owned. One of the methods that could be followed was constructive the customer's loyalty by maintaining the available customer so as they were loyal and did not move to the other competitor. Therefore, it is important for the company to create the value of the superior for the customers. The case s

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Mahanani, Prima Ayu Rizqi. "Customer Relations Management sebagai Salah Satu Upaya Public Relations Perusahaan Jasa Perbankan Menciptakan Good Image." Jurnal ASPIKOM 1, no. 6 (2017): 551. http://dx.doi.org/10.24329/aspikom.v1i6.58.

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This article deals with marketing trends in the 21st century is shifting from a transactional approach to the relational approach with focus on the fulfillment of needs, satisfaction, and pleasure affect business banking customers are very dependent on the customer. Map business services banking services fickle demands creativity public relations in providing the best service to its customers get a good image. Service concept using the service paradigm leading to cultivate the power of the customer based on the customer satisfaction-oriented, widely used by business banking services at this ti

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Rocco, Richard A., and Alan J. Bush. "Exploring buyer-seller dyadic perceptions of technology and relationships." Journal of Research in Interactive Marketing 10, no. 1 (2016): 17–32. http://dx.doi.org/10.1108/jrim-04-2015-0027.

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Purpose – This paper aims to understand an emerging paradigm for business-to-business selling, Sales 2.0, which connects various enabling technologies within leading sales processes to drive improved business and relational outcomes. In the context of Sales 2.0, this paper addresses the need for buyer–seller dyadic sales research in the literature and highlights the importance of understanding buyer and seller perspectives regarding technology expectations and relationship-building performance. Design/methodology/approach – This research utilizes a dyadic (salesperson–customer) data collection

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Al-Wugayan, Adel A. "Customer Relationships in Banking: Does relationship strength influence relationship quality and outcomes?" Studies in Business and Economics 23, no. 1 (2020): 61–97. http://dx.doi.org/10.29117/sbe.2020.0121.

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This study investigates how customer-bank relationship strength dimensions, reflected by relationship length, depth and width, influence the associations between customer-perceived relationship quality and relational outcomes in retail bank service industry. To date, it’s still unclear whether relationship strength could contribute to, or detract from, customer relationship quality and outcome. A total of 2,029 bank customers in Kuwait are surveyed and data collected is analyzed using PLS-SEM modeling to validate the proposed conceptual framework followed by Multi-Group Analysis to test study

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Eriksson, Kent, and Cecilia Hermansson. "Do consumers subjectively perceive relationships in objectively defined relational, interimistic, and transactional exchange in financial services?" International Journal of Bank Marketing 35, no. 3 (2017): 472–94. http://dx.doi.org/10.1108/ijbm-09-2016-0130.

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Purpose Customer interactions with sellers change as social interactions in society change. The old dichotomy between transaction and relation exchange may no longer be valid as customers form relationships with sellers in new ways. It is against this background that the authors study how customers’ subjective perception of relational exchange appears in objectively defined transactional and relational exchange forms. The authors study one bank’s customers, and, based on objective bank records, the authors identify segments that behave as transactional and relational customers. The authors als

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Eriksson, Kent, and Cecilia Hermansson. "Searching for new saving behavior theories." International Journal of Bank Marketing 32, no. 4 (2014): 279–99. http://dx.doi.org/10.1108/ijbm-03-2014-0040.

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Purpose – The purpose of this paper is to develop a model of bank advisor/customer relationships and customer saving behavior. Design/methodology/approach – The research is a theoretical review and model development of savings behavior and bank advisor/customer relationships. The review is used for the development of a model of bank advisor/customer relationships, and their effect on savings behavior. Findings – Findings are a model that distinguishes three kinds of exchange (relational, interimistic, and transaction) in between bank advisor and customer. The three kinds of exchange then influ

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Kamath, Pallavi R., Yogesh P. Pai, and Nandan K. P. Prabhu. "Building customer loyalty in retail banking: a serial-mediation approach." International Journal of Bank Marketing 38, no. 2 (2019): 456–84. http://dx.doi.org/10.1108/ijbm-01-2019-0034.

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Purpose The purpose of this paper is to advance research on the relationship between customer experience and customer loyalty by exploring the serially mediating roles of brand equity and customer satisfaction and the moderating roles of age, gender, education and family income in the retail banking industry. Design/methodology/approach A total of 500 responses of retail banking customers were used to test the model using the partial least squares structural equation modeling approach. Advanced statistical techniques, such as importance-performance map analysis and a joint application of FIMIX

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Darzi, Mushtaq Ahmad, and Suhail Ahmad Bhat. "Personnel capability and customer satisfaction as predictors of customer retention in the banking sector." International Journal of Bank Marketing 36, no. 4 (2018): 663–79. http://dx.doi.org/10.1108/ijbm-04-2017-0074.

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Purpose The purpose of this paper is to report the findings of a study undertaken to understand customer satisfaction and customer retention in business-to-consumer markets. The study investigates the effect of personnel capability and customer satisfaction on customer retention in the banking sector. The influence of the control variable (gender) on customer retention and mediating role of customer satisfaction has also been examined. Design/methodology/approach The study has used structural equation modeling (SEM) for data analysis across a sample of 409 bank customers of a private bank oper

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Rosa, Dayanna, and Orlando Lima Rua. "Relationship Marketing and Intangible Resources: The Mediating Effect of Loyalty." Review of Marketing Science 18, no. 1 (2020): 117–43. http://dx.doi.org/10.1515/roms-2020-0026.

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AbstractThis paper aims to introduce loyalty as a relevant mediator construct on the relation between relationship marketing and intangible resources. This study tests a hypothesized model using partial least squares structural equation modeling on data from a survey conducted with Portuguese footwear industry companies based in Portugal. Findings provides evidence that in the perception of top managers, (1) relationship marketing positively influences customer loyalty, (2) customer loyalty positively influences the company’s intangible resources and (3) customer loyalty has a mediating effect

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Levy, Shalom. "Does usage level of online services matter to customers’ bank loyalty?" Journal of Services Marketing 28, no. 4 (2014): 292–99. http://dx.doi.org/10.1108/jsm-09-2012-0162.

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Purpose – This paper aims to evaluate the relationship between the customer’s relative usage levels of online banking services and bank loyalty, and to examine the effect of customer satisfaction with the quality of online banking services and services’ convenience in this relationship. This study proposes a conceptual framework, integrating these factors. Design/methodology/approach – Data were collected from among traditional banks’ customers. The study uses a factor analysis method following path analysis, using AMOS 19 and structural equation modeling. Findings – The findings show a signif

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Prihandini, Florensia, and A. Sigit Pramono Hadi. "Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan." Jurnal Riset Public Relations 1, no. 1 (2021): 57–70. http://dx.doi.org/10.29313/jrpr.v1i1.114.

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Abstract. The high public interest in cake and bakery products has made many people join online baking classes. Some of them enrolled on Titan Baking Course. To build and maintain customer loyalty, and to prevent customers from switching to another course, Titan Baking Course conducted Marketing Public Relation activities in the form of free online baking demo. This study aims to measure the impact of the Marketing Public Relations on customer loyalty in Titan Baking Course. By using a quantitative approach, this study aims to find out how the causality relationship between the independent var

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Putri, Anak Agung Istri Mas Vedanthi, and Ni Made Purnami. "PERAN KEPUASAN MEMEDIASI CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP LOYALITAS NASABAH BANK MEGA CABANG SUNSET ROAD KUTA." E-Jurnal Manajemen Universitas Udayana 8, no. 7 (2019): 4357. http://dx.doi.org/10.24843/ejmunud.2019.v08.i07.p13.

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Banking world is growing in competition, many strategies carried out bycompany in maintaining customers to build long-term good relations. This study explain the role of satisfaction mediating customer relationship management towards loyalty. The research was conducted at Bank Mega branch of Sunset Road Kuta Badung involving 110 respondents use purposive sampling method. The research collected by questionnaires. The analysis technique are path analysis and sobel. The results shows customer relationship management has a positive and significant effect on loyalty. Customer relationship managemen

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Saraswati, Arvind Kumar, Asif Ali Syed, and Shamsher Singh. "Epistemology of Relationship Marketing Strategies." International Journal of Customer Relationship Marketing and Management 9, no. 3 (2018): 1–12. http://dx.doi.org/10.4018/ijcrmm.2018070101.

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Relationship marketing strategies are designed to building customer loyalty by providing value to all the parties involved in the relational exchanges. The chosen field for this article was the online travel industry. The Indian online travel industry growing at a steady rate. However, the success of the online travel industry is not guaranteed despite of its significant growth potential in India. Rather, it is contingent upon understanding complex consumer shopping behavior. This article is aimed at exploring the epistemology of relationship marketing strategies, and to assess the extent to w

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Dorothea Brack, Anna, and Martin Benkenstein. "Responses to other similar customers in a service setting – analyzing the moderating role of perceived performance risk." Journal of Services Marketing 28, no. 2 (2014): 138–46. http://dx.doi.org/10.1108/jsm-05-2012-0089.

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Purpose – The purpose of this paper is to identify the effect of similarity in a customer-to-customer-relationship and of perceived performance risk as a boundary condition in a service setting. Design/methodology/approach – Following theoretical methodology, hypotheses were developed in order to analyze the effect of similarity as well as perceived performance risk. An experimental scenario-based design was used to manipulate similarity and performance risk and to test the hypotheses. Findings – The analysis reveals that similarity is an important dimension in the customer-to-customer-relatio

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McMahon, Fiona, and Aodheen O’Donnell. "Electronic Customer Relationship Management and SME Marketing Practice." International Journal of E-Adoption 1, no. 4 (2009): 95–110. http://dx.doi.org/10.4018/jea.2009100105.

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Evidence suggests that small to medium sized enterprises (SMEs) have failed to capitalize on the Internet to facilitate the management of customer relations (e-CRM) and the creation of competitive advantage (Chen & Popovich, 2003; Geiger & Martin, 1999; McGowan et al., 2001; O’Toole, 2001). This is attributed to a lack of influence, time, finance and specialised knowledge, (Carson & Gilmore, 2003) coupled with the reality that most Information Systems and Technology models and tools have been developed from the perspective of the large firm (Maguire et al., 2007; Poon & Swatman

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Dimyati, Mohamad, and N. Ari Subagio. "Customer trust as mediator in the creation of customer relationship intention." Management & Marketing 13, no. 1 (2018): 710–29. http://dx.doi.org/10.2478/mmcks-2018-0001.

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Abstract As in all service industries, banks need to be able to provide their customers with personalized services in order to ensure that they build and maintain long-term relationships which are mutually beneficial. As such, banks must adopt a relational marketing approach based on effective communication and the building of trust with the current customers instead of focusing on acquiring new customers. The current research provides insights into how banks can build trust and maintain their relations with existing customers by testing several predictors of customer trust and customer relati

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Yoong, Liew Chee, Song Bee Lian, and Muthaloo Subramaniam. "Relationship Value and Relationship Quality: An Exploration of Its Antecedents on Customer Loyalty." Asian Social Science 13, no. 12 (2017): 51. http://dx.doi.org/10.5539/ass.v13n12p51.

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The aim of this study is to examine relationship value and relationship quality, and its effect on customer loyalty in the context of relationship marketing. Four key relationship value variables of economic value, service value, relational value and social value are examined in this study. The study focuses on the Malaysian telecommunication industry and based on the business-to-customer environment. The structural equation modelling technique is used to empirically test the proposed hypotheses using a sample of 350 customers collected by a questionnaire survey. The results showed that three

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Bedi, Akanksha, and Aaron C. H. Schat. "Employee revenge against uncivil customers." Journal of Services Marketing 31, no. 6 (2017): 636–49. http://dx.doi.org/10.1108/jsm-01-2016-0003.

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Purpose This study aims to examine the relations between service employee blame attributions in response to customer incivility and revenge desires and revenge behavior toward customers, and whether employee empathy moderated these relations. Design/methodology/approach The authors used survey data based on the critical incident method provided by a sample of 431 customer service employees. Findings The results suggested that blaming a customer was positively associated with desire for revenge and revenge behaviors against the uncivil customer. In addition, the authors found that blame was les

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Mostafa, Rasha H. A., and Mohamed Mahmoud Ibrahim. "The effects of customer equity and religious motivation on customer retention and switching intention." Journal of Islamic Marketing 11, no. 6 (2020): 1873–91. http://dx.doi.org/10.1108/jima-06-2019-0136.

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Purpose This paper aims to investigate the effects of intrinsic and extrinsic motivations represented in religious motivation and customer equity (CE) drivers, respectively, and switching costs (SCs), on customer’s retention to conventional banks and their switching intention (SI) to Islamic ones in the context of the Egyptian banking sector. Design/methodology/approach Based on the literature, a theoretical model is proposed and examined using structural equation modeling (AMOS) 24. Data were obtained using an intercept sample of 273 conventional bank customers in two major cities in Egypt, n

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Larsson, Anthony, and Yamit Viitaoja. "Building customer loyalty in digital banking." International Journal of Bank Marketing 35, no. 6 (2017): 858–77. http://dx.doi.org/10.1108/ijbm-08-2016-0112.

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Purpose The purpose of this paper is to investigate the perceptions among representatives from various established major Swedish banks in how they experienced the digitalisation process and its impact on customer relations. Design/methodology/approach Data were gathered through a series of semi-structured in-depth interviews with managers representing different banks with profound insight in the banks’ digitalisation process and its effects on customer relations/satisfaction and digitalisation. Findings The results showed that half of the respondents experienced the same area posing the greate

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Ferguson, Carragh Yutiana, Hendi Paramita, and Indira Ratnasari. "Relationship Marketing Activities in Building Customer-Oriented Marketing Services." Kanal: Jurnal Ilmu Komunikasi 9, no. 2 (2021): 65–69. http://dx.doi.org/10.21070/kanal.v9i2.1014.

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The aim of this study is to know how does relationship marketing activities in building customer-oriented marketing services. For this research, relationship marketing is used as it’s main theory, and the tool to conduct this research is through descriptive-qualitative methodology, with two informants from Singapore Intercultural School Bona Vista, first informant Head of Marketing of SIS Group of Schools and second informant Parents Relation Officer and Marketing Manager of Singapore Intercultural School Bona Vista as primary data. The research findings indicate that SIS Bona Vista has done w

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Ryu, Kisang, and Jin-Soo Lee. "Examination of Restaurant Quality, Relationship Benefits, and Customer Reciprocity From the Perspective of Relationship Marketing Investments." Journal of Hospitality & Tourism Research 41, no. 1 (2016): 66–92. http://dx.doi.org/10.1177/1096348013515919.

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The current study adopted cluster and discriminant analyses to investigate how differentially upscale restaurant customers view (a) the four dimensions of restaurant quality (price fairness, food quality, service quality, and physical environment), (b) the three dimensions of relational benefits (confidence benefits, social benefits, and special treatment benefits), and (c) revisit intentions and favorable reciprocal behaviors as proxies for customer reciprocity when customers perceive different levels (high vs. low) of relationship marketing investment (RMI). When customers perceived high RMI

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Al-Wugayan, Adel A. A. "Relationship versus customer experience quality as determinants of relationship quality and relational outcomes for Kuwaiti retail banks." International Journal of Bank Marketing 37, no. 5 (2019): 1234–52. http://dx.doi.org/10.1108/ijbm-09-2018-0251.

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Purpose The purpose of this paper is to investigate the extent to which customer experience and relationship marketing (RM), as two widely used service management approaches, can effectively determine satisfaction and commitment as two relational quality constructs, and their impact on loyalty and word-of-mouth (WoM) as relational outcomes for retail bank services in Kuwait. This country is chosen as an exemplar of an Arabian Peninsula culture with a predominantly Islamic heritage and a capital-surplus economy. Design/methodology/approach The relational benefits scale and customer experience q

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Homburg, Christian, Jan Wieseke, and Torsten Bornemann. "Implementing the Marketing Concept at the Employee-Customer Interface: The Role of Customer Need Knowledge." Journal of Marketing 73, no. 4 (2009): 64–81. http://dx.doi.org/10.1509/jmkg.73.4.064.

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Although the identification of customer needs constitutes a cornerstone of the marketing concept, the accuracy of frontline employees’ perceptions of customer needs has never been examined in a systematic manner. Following research in social cognition, this article introduces the concept of “customer need knowledge” (CNK), which describes the extent to which a frontline employee can accurately identify a given customer's hierarchy of needs. The results of two large-scale, multilevel investigations involving data from three different levels (customers, employees, and managers) demonstrate the i

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Sultan, Abdullah J. "Orchestrating service brand touchpoints and the effects on relational outcomes." Journal of Services Marketing 32, no. 6 (2018): 777–88. http://dx.doi.org/10.1108/jsm-12-2016-0413.

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Purpose This research aims to identify critical brand touchpoints that generate value for customers and brands and examine their effects on two relational outcomes: relationship quality and word of mouth (WOM). Design/methodology/approach Three studies combining qualitative and quantitative research provide evidence distinguishing four different stages of customer experience in the telecom industry and develop a research model of staged customer experience; structural equation modeling analyses are used to validate the proposed model and test for the examined effects. Findings Customer experie

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Malik, Muhammad Shaukat, Huma Ali, and Tahir Ibraheem. "CONSEQUENCES OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY." International Journal of Research -GRANTHAALAYAH 5, no. 2 (2017): 180–90. http://dx.doi.org/10.29121/granthaalayah.v5.i2.2017.1722.

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The objective of present study is to investigate the consequences of relationship marketing on customer loyalty. The study also investigates the moderating role of customer expertise between relationship marketing and customer loyalty. The data used in the present study was collected by using a self – administered questionnaire. Data were collected from telecom industry of Pakistan; more specifically data source is the telecom users in Multan. Sample size is 500 and these questionnaires were distributed to collect data among top universities located in Multan. Out of 400 received questionnaire

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Monferrer-Tirado, Diego, Marta Estrada-Guillén, Juan Carlos Fandos-Roig, Miguel Ángel Moliner-Tena, and Javier Sánchez García. "Service quality in bank during an economic crisis." International Journal of Bank Marketing 34, no. 2 (2016): 235–59. http://dx.doi.org/10.1108/ijbm-01-2015-0013.

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Purpose – The purpose of this paper is to address the aftermath of the crisis that has plagued the Spanish financial sector from a microeconomic and emotional perspective associated to financial entities’ relationships with their customers. Design/methodology/approach – The authors build a model of effects with structural equation modelling based on the quality of the relationship between financial entities and their customers. The authors identify the different dimensions of quality in the entity’s service provision (tangible quality, functional quality and staff quality) as essential anteced

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Fazal-e-Hasan, Syed, Gary Mortimer, Ian Lings, and Gurjeet Kaur. "How gratitude improves relationship marketing outcomes for young consumers." Journal of Consumer Marketing 37, no. 7 (2020): 713–27. http://dx.doi.org/10.1108/jcm-10-2019-3446.

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Purpose Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this regard, this paper has considered gratitude as a significant component of personal relationships, which offers insights into a customer–organisation relationships. Accordingly, this study aims to examine gratitude as a mechanism to predict relationship marketing outcomes, such as overall satisfaction, trust and

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Geissler, Gary L. "Building customer relationships online: the Web site designers’ perspective." Journal of Consumer Marketing 18, no. 6 (2001): 488–502. http://dx.doi.org/10.1108/eum0000000006154.

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To date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in‐depth interviews with Web site designers to identify key design considerations and online customer conversion and relationship strategies. A proposed model illustrates a direct relationship between Web site design and the online customer conversion process. Relationship marketing, integrated marketing communications, and segmenting, targeting, and positioning should guide both Web site design and customer conversion. Ultimately, a Web site should help

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Ruiz-Molina, Maria-Eugenia, Irene Gil-Saura, and David Servera-Francés. "Innovation as a key to strengthen the effect of relationship benefits on loyalty in retailing." Journal of Services Marketing 31, no. 2 (2017): 131–41. http://dx.doi.org/10.1108/jsm-12-2015-0387.

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Purpose This work aims to attempt an in-depth study of the link between relationship benefits and store loyalty, examining the moderating role of the retailer’s degree of innovation in these relations. Design/methodology/approach An equations model has been contrasted based on 820 valid individual structured questionnaires administered to consumers of 13 trade names in four retail distribution sectors (food, textile, electronics and household goods). Findings The results provide evidence of the positive influence of relationship benefits on store loyalty and in particular the benefits stemming

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Lam, H. Y., G. T. S. Ho, C. H. Wu, and K. L. Choy. "Customer relationship mining system for effective strategies formulation." Industrial Management & Data Systems 114, no. 5 (2014): 711–33. http://dx.doi.org/10.1108/imds-08-2013-0329.

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Purpose – The purpose of this paper is to propose a customer relationship mining system (CRMS) to analyze the data collected from franchisees and formulates a marketing strategy based on customer demand and behavior. Design/methodology/approach – The system makes use of cloud technology to collect and manage data among the franchisees. An integrated approach of association rule mining and the neural network technique is adopted to investigate customer behavioral patterns and to forecast sales demand, respectively. Findings – The significance and contribution of this paper are demonstrated by a

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Tugiman, Tugiman, Amat Basri, and Benny Daniawan. "Customer Relationship Management Information System in Medika Lestari Hospitals." Tech-E 3, no. 2 (2020): 49. http://dx.doi.org/10.31253/te.v3i2.324.

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Marketing strategies based on efforts to create relationships between companies and customers are better known as Customer Relationship Management (CRM). CRM is a corporate strategy used to pamper customers so they don't look away. This study wants to find out and improve relations between hospitals and patients. Besides that, by building this system, can it affect customer / patient satisfaction. The quality of information systems is measured using the ISO 9126 model by adapting four characteristics of software quality: Functionality, Reliability, Usability, and Efficiency. The system develop

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Łodziana-Grabowska, Joanna. "SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE." Problems of Management in the 21st Century 6, no. 1 (2013): 40–47. http://dx.doi.org/10.33225/pmc/13.06.40.

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The study aims at presenting the position and role of marketing databases in the enterprise’s market operations and achievement of sales targets. The study identifies the following elements pertaining to the discussed issue: essence and parts of the database marketing, significance of the database marketing in the process of target segments service, database and customer relationship management as well as the problem of the customers’ privacy in relation to their data being used and processed by market entities. It should be emphasized that the informational systems constitute the basic elemen

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Kim, Jiyeon, Joohyung Park, and Paige L. Glovinsky. "Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (2018): 301–16. http://dx.doi.org/10.1108/jfmm-03-2017-0027.

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Purpose The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers. Design/methodology/approach Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyze

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Ville, Simon. "“Making Connections”: Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry." Enterprise & Society 10, no. 3 (2009): 423–48. http://dx.doi.org/10.1017/s1467222700008120.

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Relationship marketing has received little attention from business historians who have favored the study of branding, associational advertising, market research, and the role of marketing agencies, particularly in relation to modern consumer manufacturing. Although the term relationship marketing is of recent origin, we analyze its practice under a different guise, “connections,” over several centuries: we draw on the extensive archival evidence of a rural business services industry in Australia and New Zealand. Relationship marketing's emphasis upon close and enduring individual customer rela

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Nassè, Dr Théophile Bindeouè, Prof Alidou Ouédraogo, Dr Stéphane Aimé Metchebon Takougang, and Eric Zidouemba. "EQUITY AND CUSTOMER SATISFACTION IN RELATION TO PRODUCT QUALITY: AN EVIDENCE FROM THREE PRIVATE COMPANIES IN BURKINA FASO." International Journal of Management & Entrepreneurship Research 2, no. 5 (2020): 344–52. http://dx.doi.org/10.51594/ijmer.v2i5.172.

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Previous studies in the context of Burkina Faso have shown the link betweenequity and customer relationship management. The purpose of the present study is to show the relationship between equity and customer satisfaction in relation to product quality. Equity and ethical practices in marketing are essential to competition and to the sustainable development of companies particularly in the West African Context. This research focuses on the contributionsoffair business practices from business to customers in term of customer satisfaction in relation to product quality. Data collection is perfor

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Evitha, Yuli. "PENGARUH KERELASIAN PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA PT ASRI PANCAWARNA." Jurnal Logistik Indonesia 1, no. 1 (2018): 22–45. http://dx.doi.org/10.31334/jli.v1i1.126.

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The phenomenon that occurs today is the dissatisfaction of customers of PT. Asri Pancawarna / APW, became the basis or purpose of this study. This study aims to determine the content of relation (X1) and product quality (X2), either partially or simultaneously to customer satisfaction (Y).In order to achieve the objectives of the study, this study used questionnaire instruments developed and arranged in Likert Scale. The sample in this study was taken with simple random sampling amount of 67. While the data analysis technique is multiple linear regression.The results showed that Marketing Rela

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Marino, Vittoria, and Letizia Lo Presti. "Engagement, satisfaction and customer behavior-based CRM performance." Journal of Service Theory and Practice 28, no. 5 (2018): 682–707. http://dx.doi.org/10.1108/jstp-11-2017-0222.

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Purpose In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by mobile instant messaging (MIM) services. The objective is to verify which aspects of consumer engagement generate satisfaction and optimize customer relationship management. Design/methodology/approach Data were made available for analysis from an online survey on customers who had been contacted or had cont

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Machado Nardi, Vinicius Antonio, William Carvalho Jardim, Wagner Ladeira, and Fernando De Oliveira Santini. "Customer interaction in business relations: a meta-analysis approach." Marketing Intelligence & Planning 38, no. 2 (2019): 239–53. http://dx.doi.org/10.1108/mip-11-2018-0531.

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Purpose Customer interaction is both an aim and source of concern for managers around the world. Different forms of interaction, such as cocreation, coproduction and customer participation, are evaluated in different fields of knowledge, with a gap in terms of the joint analysis of their antecedents and consequences as well as possible practical distinctions in the effects of these concepts. The purpose of this paper is to examine customer interaction effects by applying meta-analysis of effect sizes that measure the strength of their relationships. Design/methodology/approach The study used m

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