Concept Of Relationship Marketing Research Articles

The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland

<p class="MsoNormal" style="margin-top: 12pt; text-indent: 0cm; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; font-size: 14pt;">The business world is a competitive place, and enterprises must cultivate sustainable relationships with their clients to gain customer loyalty. Concepts of relationship marketing (RM) are becoming vital in the service industry. Different RM strategies are used to attract customers, but some of these strategies do not achieve customer loyalty as easily as predicted due to customers’ changing behaviour patterns. This paper investigates the impact of RM strategies on customer loyalty through relationship qualities (customer satisfaction and trust) by concentrating on the high-end hairdressing sector in Auckland. Additionally, this research investigates the expectations of customers of high-end hair salons formed by RM strategies, which influence their satisfaction, trust, and customer loyalty to their service provider. The results indicate that brand image shows a significant relevance to trust, satisfaction, and customer loyalty claiming that brand image is an essential element of RM. Additionally, this investigations revels that, hair salons in Auckland are looking forward to ascertaining a sustainable relationship with their clients through a spectrum of strategies such as positive brand image, good service quality, reasonable price, and good value deals to earn optimistic relationship quality, which will ultimately escalate to customer loyalty. Findings of this research will be useful in supporting hair salons to gain a greater understanding of their customers by adopting effective RM strategies.</span></p>

PECULIARITIES OF RELATIONSHIP MARKETING FOR SMALL INDUSTRIAL ENTERPRISES. FEATURES OF MARKETING MANAGEMENT OF SMALL INDUSTRIAL ENTERPRISES BASED ON THE CONCEPT OF RELATIONSHIP MARKETING

The article examines the peculiarities of managing the marketing activities of small industrial enterprises. The advantages of forming a marketing management system of a small industrial enterprise based on the concept of relationship marketing are presented: ensuring business stability by strengthening long-term mutually beneficial relationships with consumers; increasing the level of consumer satisfaction; improvement of personal relations of the manager and staff with consumers; orientation of marketing management on consumer values, creation of value that is unique. The definition of the term "marketing management of a small industrial enterprise based on the concept of relationship marketing" is provided - a system of analyzing the industrial market, external and internal environment, planning, implementing and evaluating the effectiveness of marketing actions aimed at creating value with key business consumers and obtaining joint benefits in the process interaction to achieve the strategic goals of a small enterprise. Features of relationship marketing for small industrial enterprises are highlighted: the presence of repeated contacts with a limited group of business consumers; the need to regularly obtain and update information about business consumers; personal contacts with persons who make decisions on procurement; limited number of business customers, dependence on large key business customers; segmentation taking into account the profitability of business consumers; the need to ensure the mutual value of relationships; analysis of external factors that affect all participants in the relationship; the need to organize technical support for business consumers; adaptation of products to the technical requirements of business consumers; dependence on suppliers, acceptance of the risks of relationships with suppliers; comprehensiveness of sales; high role of personal relations between employees and managers of partner companies; orientation of the team on building and maintaining relationships with business consumers. The content of the elements of the relationship marketing complex in relation to small industrial enterprises is substantiated.

Implementation of the concept of relationship marketing in retail

The article is devoted to the research of retail marketing from the positions and tasks of implementing the principles of the concept of mutual relations, which is focused on building a long-term partnership not only with consumers, but also with other market entities that form the microenvironment of the functioning of trade companies. The relevance of the chosen topic is dictated by the need to find ways to increase the competitiveness of retail companies through the use of modern marketing approaches, which are based on building a system of relationships through the formation of additional values for the subjects of interaction on the market, the end result of which is obtaining mutual benefits for each of the partners. A theoretical substantiation of the feasibility of developing and building partnership relations between retail companies and market entities is the purpose of the article. According to the results of the study, the concept of marketing in retail trade and trade marketing that is often identified with it, which involves the influence on all participants of the distribution channel and consumers, are distinguished. The essence of the modern concept of relationship marketing is considered, which makes it possible to assert the expediency of abandoning the use of stimulation as a tool of influence in favor of motivation as a process aimed not just at stimulation, but at the conditions for changing the intentions, attitudes, and opinions of the participants of the relationship. It is determined that the retail trade company with the set of elements of the marketing complex, expanded due to the added "partnership" tool, through the motivational field represented by controlled and uncontrolled parts, directs its efforts to market entities, such as consumers, suppliers, competitors, intermediaries, as well as contact audiences. It is noted that the motivational field should be understood as an environment formed from a set of all interests, motives and incentives that determine the mutual influence on the participants of the relationship, determining the goals and the set of actions related to their achievement. The desired results of the retail trade company's motivation of the participants of the relationship are determined and conclusions have been made regarding the feasibility of providing and benefits of partnership with such entities as suppliers and competitors

The Influence of Relationship Marketing on Debtor Loyalty Mediated By Relationship Quality, Empirical Study at Bank Sumatra Southern Section


 
 
 
 One of the strategies implemented by the banking sector is to apply the concept of relationship marketing (RM). Relationship marketing (RM) is very helpful for companies in fostering good relationships with customers, debtors, and shareholders.
 In this study, the direction of the research was to examine how important the quality of the relationship between regional bank customers (Bengkulu Bank, Jambi Bank and Bank Lampung) had a positive impact in increasing the relationship marketing / RM dimensions (customer trust, customer commitment, and communication) to loyalty.
 This study uses an explanatory survey approach with a quantitative analysis approach. The population in this study were debtor customers at three regional-owned banks, namely Bengkulu Bank, Jambi Bank and Lampung Bank. The number of research samples were 520 respondents. The sampling method used a purposive sampling approach. The analytical tool used is Structural Equation Modeling (SEM) using the LISREL 8.7 program.
 
 
 
 
 
 
 
 

THEORETICAL AND METHODOLOGICAL ESSENCE OF RELATIONSHIP MARKETING

This article examines the modern concept of marketing - relationship marketing. In the period from the 1950s to the 1990s, the concept was formed, starting with consumer marketing, and ending with relationship marketing itself. Marketing partnerships are based on the principles of traditional marketing, but have differences that significantly change the company's approach to this business component. In addition, it is possible to distinguish eight components of marketing relations, which are discussed in the article. At present, relationship marketing as a new paradigm is receiving a lot of attention in both foreign and Ukrainian studies. Most scientists note the following main reasons for the growing interest in the concept of relationship marketing: globalization of the economy and saturation of demand, development of marketing in the service sector, development of marketing in industrial markets, development of information technologies, information communication systems. It has been proven that relationship marketing, as an economic category, is characterized by certain principles that are formed on the basis of traditional marketing, but have differences that significantly change the company's approach to this business component. We propose to include the following principles of relationship marketing: the principle of creating new value with further distribution of benefits between the consumer and the producer; the principle of individualization of the consumer who, after purchasing the company's products, becomes his partner in the process of defining new values; the principle of targeting business processes of the enterprise (technology, communications, personnel training, etc.), which should be aimed at creating values that the consumer wants to own; the principle of production in real time, which is not aimed at an indefinitely long perspective; the principle of privileging permanent consumers, as opposed to consumers or organizations that regularly change partners. In the future, the presence of this principle implies closer relations with basic customers; the principle of subordinating the internal values of the enterprise to ensure the creation or release of the value that the consumer wants to have. Effective use of this principle is subject to external relationships: suppliers, intermediaries, shareholders and other market subjects. Knowledge of personal values allows you to understand what needs are of primary importance for the consumer, how the latter evaluates his satisfaction with the consumption of this product or service, which is of particular importance for the effective implementation of the concept of relationship marketing. Orientation of the organization to customers, ensuring a higher level of their satisfaction and strengthening relations with customers, lead to a further increase in the value of individual customers and allows the enterprise to use them more fully.

Pengaruh Relationship Marketing Terhadap Loyalitas Debitur Di Mediasi oleh Kualitas Hubungan, Studi Empiris Di Bank Sumatera Bagian Selatan

One of the strategies implemented by the banking sector is to apply the concept of relationship marketing (RM). Relationship marketing (RM) is very helpful for companies in fostering good relationships with customers, debtors, and shareholders.
 In this study, the direction of the research was to examine how important the quality of the relationship between regional bank customers (Bengkulu Bank, Jambi Bank and Bank Lampung) had a positive impact in increasing the relationship marketing / RM dimensions (customer trust, customer commitment, and communication) to loyalty.
 This study uses an explanatory survey approach with a quantitative analysis approach. The population in this study were debtor customers at three regional-owned banks, namely Bengkulu Bank, Jambi Bank and Lampung Bank. The number of research samples were 520 respondents. The sampling method used a purposive sampling approach. The analytical tool used is Structural Equation Modeling (SEM) using the LISREL 8.7 program.
 In this study, the researcher found novelty, namely with regard to the dimensions in the relationship quality variable. Where in previous research in marketing there were 2 dimensions, namely respect and rapport. Meanwhile, this study adds a personality trait dimension.

МАРКЕТИНГ ВЗАИМООТНОШЕНИЙ В СИСТЕМЕ ВЫСШЕГО ОБРАЗОВАНИЯ

This article is devoted to the role of relationship marketing in the higher education system. The ongoing reforms, the development of technologies and the emergence of artificial intelligence dictated the conditions for changes in the field of education, which in turn led to the emergence of new approaches to marketing and managing relationships with consumers and partners. The article outlines the basic principles of the modern concept of relationship marketing. The possibilities and problems faced by universities in the context of digitalization are considered and analyzed.

Development of mutual relations between agricultural universities and business structures based on trust as a tool for increasing competitiveness

The results of the domestic and foreign scientists research on the concepts of relationship marketing for the selection of partners, the formation of ong-term partnership relations and the optimization process of making managerial decisions of the enterprise, including taking into account the specifics of higher education services, are summarized. The conditions for using the theory of relationship marketing regarding the interaction of universities and business structures are determined. The theoretical aspects of the partnership relations formation of agricultural universities and business structures based on trust were systematized and practical recommendations regarding the organizational support of their development were substantiated. A system of methods was used: systematization, logical-structural, comparative and causal analysis of scientific literature, general scientific research methods, formalization of criteria, algorithmization, method of comparative analysis. It is substantiated that the marketing of mutual relations not only allows to increase the competitiveness of the university, but also has a positive effect on the effectiveness of other partners activities on the new coordination of all participants interests of the educational and scientific environment. The features of the trust concept, the stages of development and the main forms of interaction in the system of relations between higher education institutions and business are determined. It is proposed to take into account the influence of trust on the investment attractiveness of rural areas and regions, as well as on the development of smart-specialization and digitalization projects, the success of which is determined by the scale and strength of partnerships between agricultural universities and business structures. Organizational approaches to the expansion of partnership in educational, scientific-innovative and social areas of educational organizations activity are highlighted and stimulating factors of mutual relations are determined in order of importance. The components and elements of organizational support for the development of relations between agrarian universities and business structures are proposed and determined in order to increase competitiveness by building trusting relationships between participants. It has been proven that the implementation of these elements will contribute to the transition of mutual relations to a strategic partnership and, as a result, to the creation of positive prerequisites and conditions for increasing the competitiveness of agricultural universities. Factors that prevent and promote the development of interaction between universities and agribusiness are systematized, and the effects that participants receive from the partnership are highlighted. It was established that formal and informal institutions are used to achieve the goals and priorities of activities by the participants of the interaction in the organization of mutual relations. Amendments to strategic development documents, partnership programs, and organization of interaction participants activities are proposed. Key words: agribusiness, business structure, institution of higher agricultural education, competitiveness, concepts of relationship marketing, scientific and innovative services, employers, educational services.

The Relationship Marketing Performance Evaluating in Financial Services Sector of Project Management

In any economy, the financial sector is interpreted as the driving force in the process of achieving growth through the appropriate and optimal allocation of resources to productive economic sectors. Financial institutions are defined as customer service providers. The generalization of the obtained results to the whole statistical population is the last step in this research. The research is a survey that can provide data on attitudes, feelings, beliefs, past behaviors, recorded behaviors, and the recognition of the acquisition of personal characteristics. Considering that the services available in commercial banks are relatively the same and it is difficult for most banks to differentiate these services from competitors, therefore, many banks around the world have tended to use the relationship marketing approach. The concept of relationship marketing was first mentioned in the American marketing literature in a 1983 article by Barry, who considered relationship marketing as a strategy for attracting, retaining, and strengthening customer relationships. This means that if the bank’s reciprocal relationships increase by 1 unit, it is 95% likely that the value of customer satisfaction with financial services will increase by 0.663 units. Factor loads also have a very good quality in explaining their construct because they have a value of more than 5%. On the other hand, the value of the t significance coefficient for the relationship between the variables of the bank’s reciprocal relationships and customer satisfaction with financial services is 8.471 at the 95% confidence level, which is more than 1.96, indicating the importance of the bank’s reciprocal relationships on customer satisfaction with financial services. To evaluate the sixth hypothesis that “the bank’s reciprocal relationships affect customer satisfaction with financial services,” factor load and significance coefficient obtained from structural equation modeling were used. Considering the path coefficient related to this hypothesis, it can be concluded that the bank’s reciprocal relationships with the value of 0.663 affect customer satisfaction with financial services.

The analysis of attitude of patients to rendering of paid medical services in municipal polyclinic.

In modern society conditions, particular importance is attached to implementation of concept of relationship marketing in organization of provision of medical services. At that, implementation of marketing approaches in interaction between physician and patient, as well as between patient and administrators of department of paid medical services as primary link of contact "patient - medical institution" is of great importance. Purpose of the study is to develop portrait of consumer of paid medical services in state budgetary medical institution. The method of continuous questioning was implemented in study during 2015-2018. The sampling included 343 respondents. The survey demonstrated that main consumers of paid medical services in Moscow budgetary medical institutions are individuals of able-bodied age, married and with income per family member from 10 to 30 thousand rubles per month. Most of respondents are satisfied with quality of paid medical services. According to survey results concerning patients preferences of various forms of participation in paying for medical services, official payment to cashier was the most preferable form (45% of respondents), 73% of respondents noted their positive attitude towards paid medical services in municipal polyclinics and 61% noted that availability of paid medical services in state budgetary medical institutions helps to more fully implement right of citizen to medical care, provided that they are not included in mandatory medical insurance program. The high level of patient satisfaction with provision of paid medical services was revealed for following aspects: competence and courtesy of physician, convenient location of medical institution. There is positive attitude of patients to availability of paid medical services that are not included in state program in territorial polyclinic, related to increasing of territorial accessibility when receiving them at relatively low cost.

DEVELOPMENT OF MARKETING OF EDUCATIONAL SERVICES BASED ON APPLICATION OF NETIQUETTE PRINCIPLES IN DISTANCE LEARNING

In modern conditions, Ukrainian institutions of higher education found themselves in a situation of military aggression, which is the reason for the transfer of students’ education to the online space. Such changes impose new requirements on marketing of educational services aimed both at attracting new consumers and at keeping and preserving those who are already studying. Transformations of approaches in marketing of education are a consequence of its development. The development of marketing of educational services during distance online learning is impossible without the introduction of modern digital technologies and involves taking into account the rules of netiquette. The application of the principles of netiquette in distance learning will contribute to the resolution of contradictions in marketing of educational services and its development. This determines the relevance of the chosen research topicality. The purpose of the study is to determine the principles of netiquette as a basis for the development of marketing of educational services in the process of distance learning. The work uses such research methods as the method of logical generalization, the method of analysis and synthesis, the method of content analysis, and the method of focus group interview. The result of the conducted research is the development of general principles of netiquette in the organization of distance learning, taking into account the specifics of educational services. The concept of relationship marketing, provisions on distance learning and classic general principles of netiquette were used as a theoretical basis for the substantiation of these principles. The practical basis for the conclusions was the analysis of cases of US universities regarding netiquette policies, as well as the results of a focus group interview with students of institutions of higher education regarding the norms and rules of behavior in the Internet space during the interaction of teachers and students in the process of distance learning. The practical significance of the application of the rules of netiquette is that it ensures digital freedom of communication, attracts a larger segment of consumers of the educational service and will contribute to the formation of a new type of academic community.

Relationship Marketing Dalam Perspektif Islam

From an Islamic perspective, the concept of relationship marketing is standard and internationally recognized. However, so far, there is no such thing. Indeed, in Islamic teachings, the idea of RM brought by western scientists has been contained in the Al-Qur'an and Al-Hadits. Even the concept of relationships in Islamic education is more comprehensive. This article aims to explain the idea of relationship marketing from an Islamic perspective and its main components. This type of research is qualitative through literature study and content analysis. The analysis results show that the concept of relationship marketing from an Islamic perspective is demonstrated through various terms, components, and constructs, including Islamic relationship marketing, shariah relationship marketing, Islamic customer relationship marketing, shariah customer relationship marketing, etc. Islamic Relationship Marketing (IRM) was developed from relationship marketing and Islamic ethical behavior. Shariah Relationship Marketing (SRM) was designed from relationship marketing and Shariah Compliance. The components of IRM are Islamic ethical behavior, social bonds, structural bonds, and financial bonds, and the features of SRM are bonding, communication, commitment, complaint handling, trust, and sharia compliance.

Mediating Effect of Customer Satisfaction On Relationship Marketing and Customer Loyalty Among Commercial Banks Customers in Awka, Anambra State

The banking industry is one of the largest sectors dealing with individual customers directly. The success and profitability of a company is based on the number of customer base and their ability to maintain good relationship with their customers and satisfy them efficiently. Therefore, this study seeks to examine the mediating effect of customer satisfaction on relationship marketing and customer loyalty among commercial bank customers in Awka, Anambra state. Specifically, the study examined the effects of relationship marketing concepts (trust, commitment, communication and conflict handling on customer loyalty. Data was collected from 691 respondents and the hypotheses tested using macro process via SPSS version 17. The result showed that relationship marketing dimensions used in this study (trust, commitment, communication and conflict handling) has significant influence on customer loyalty. Furthermore, customers’ satisfaction has significant mediating influence on the relationship between the components of relationship marketing (trust, commitment, communication and conflict handling) and customer loyalty. It was therefore recommended that since customer satisfaction is a determinant of customer loyalty, via relationship marketing activities there is need for banks to satisfy their customers so as to encourage them to remain loyal to the bank through continuous patronage.

Трансформация роли потребителя в эволюции маркетинга

The article features the changes in business environment that bring about new approaches to marketing. The role of the consumer undergoes various transformations as a result of the marketing evolution. This study focuses on the consumer as a holistic person, their role in the activities of an enterprise, and the evolution of marketing concepts. The author interprets the concept of relationship marketing and the approach to consumers as participants in joint creativity. The research relied on the data from the official website of the Lugansk Pipe Fittings Plant, which describes its self-positioning, corporate values, etc. The author believes that vision, values, environmental awareness, and consumer safety of the company can affect the worldview of the consumer. This approach strengthens the credibility and strategic future of the company. The article will be of interest to specialists in marketing, management, and sustainable development.

“Eastern Guanxi” and “Western Relationship Marketing” Cultures Meet in Tanzania Business Environment

Relationship marketing (RM) is a widely applicable concept in the corporate world. Recently, the Chinese version of RM called guanxi has also gained considerable attention from practitioners and business stakeholders. However, research on the interaction of the two concepts is quite under-researched, particularly in developing countries. This article intends to fill this gap by exploring the application of relationship marketing and guanxi concepts in the Tanzanian business environment and how the concepts have changed the Tanzanian business environment. Findings indicate that China is utilizing guanxi and is gaining the upper hand over the counterparts who are using relationship marketing. China through guanxi has managed to penetrate the Tanzanian market to become the dominant trading partner surpassing the western superpowers.

RELATIONSHIP MARKETING OUTCOME DALAM KONTEKS PENDIDIKAN TINGGI: PERAN KOMITMEN AFEKTIF, SERVICE CO-CREATION DAN STUDENT ENGAGEMENT

Higher Education (HE) efforts in creating value demonstrate its commitment to increasing their competitive way in the education market. Academic quality, improving quality, increasing rankings, and increasing brand value (brand value) are strategies that can be carried out to achieve that ranking. It is also necessary to consider other aspects from the emotional side as a source of organizational success when students as the main customers and the development of long-term relationships with customers is very important for the HE. Customer-oriented has become a central topic in the concept of relationship marketing. Customer loyalty is a concept that is a fundamental relational marketing outcome or it can be implemented as a result of relationship marketing (the result of relationship marketing). This study will focus on variables related to emotional dimensions that contribute to the development of long-term relationships with customers in the context of HE. Specifically, this study will examine the effect of variables, commitment, service creation and engagement on student loyalty. The study results show that customer commitment and engagement affect customer loyalty.

The Analysis of Cognitive Moral in Bridging the Gap Between Internal Marketing and B2B Salespeople Performance

This study seeks to confirm and analyse the effect of cross-level cognitive morals on internal marketing and business sales force performance (i.e. behavioural performance and outcome performance). The concepts of relationship marketing and marketing theory of ethics underpin the relationship among variables. This study adopted a quantitative approach through a survey of 460 respondents from 13 company services and manufacturers. Internal marketing variables were measured at the unit level and tested using interrater agreement and the intraclass correlation. In contrast, the cognitive moral variables, behavioural performance, and sales force performance results were measured individually. Hierarchical linear modelling (HLM) was used to test the effect of the cross-level research variables. The results showed that internal marketing empirically supports cognitive morals. However, the effect of internal marketing does not support the two-dimensional performances of the sales force. Theoretically, the contributions, internal marketing and cognitive morals have shown the relationship between marketing and marketing theory of ethics. Received: 28 April 2021 / Accepted: 15 July 2021 / Published: 5 September 2021

Application of logistics model in analysing relationship marketing in travel agencies

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 complaint management, investment in internal marketing, implementation of information technology in agencies, business image and tradition of agencies, as well as socio-demographic characteristics of clients) on the choice of travel agency through which clients will travel. The contribution of the paper is in the application of the logistics model in the research of relationship marketing in agencies. The results of this research have confirmed that investing in relational determinants in tourism leads both to the development of a long-term relationship with customers and to business performance improvement. Also, the results showed that customer profiles are important in the implementation of relationship marketing to increase the number of loyal customers in tourism. The importance of the paper is in proposing an efficient model for the application of relationship marketing in order to increase the level of customer loyalty in travel agencies operating on the Serbian market.

USE OF GAMIFICATION AND GAMES IN LOYALTY PROGRAMS

Introduction. A key element of loyalty programs is to stimulate customer retention, which in turn is influenced by a number of factors, such as the quality of service, the location of the business and the supply of products. In the concept of relationship marketing, consumer retention is considered as the basis of long-term profitability of the enterprise. The purpose of the article is to form a clear idea of the use of gamification and games in loyalty programs, to separate the benefits of business structures from the use of exciting group games in loyalty programs. Results. The article highlights the use of gamification and games in loyalty programs, which offer rewards, discounts and other special incentives as a way to attract and retain consumers, strengthen brand confidence, form a loyal consumer of business structures. The difference between the concepts of game and gamification is defined, which consists in different results within the application of loyalty programs and are used for deeper involvement of participants. The main facts of consumer loyalty are grouped based on the results of marketing research. The author also identified factors influencing the use of games in loyalty programs, such as the cost of games and gamification, the availability of electronic devices for games, emotions, desires and incentives of consumers and more. Based on marketing research, the main emotional reasons for players to engage in video / computer games are presented, among which the largest share should be disconnected from reality, relaxation from a busy day and wasting free time. The list of benefits of business structures from the use of group games in loyalty programs is determined. Key words: gamification, games, loyalty program, brand, emotions, reward, commitment, devotion.

SANTYKIŲ RINKODAROS DIMENSIJŲ RAIŠKA

The article reveals the essence of the concept of relationship marketing and relationship marketing major dimensions: trust, commitment, mutual dependence, reciprocity, cooperation, power, communication, satisfaction, value, fairness and empathy. Composed relationships between consumers and health care institutions support theoretical model which states that a direct effect on customer loyalty in individual health care market has confidence, commitment and satisfaction. Relationship marketing principles – interoperability and power – in personal care market only partially determines the consumer loyalty.