Customer Relationship Marketing Research Articles

Designing Frequent Flyer Programs Effectively - a Market-Research- and Interview-Based Study for the German Aviation Sector

In the face of growing competitive pressure and the dilemma of revenue-cuts due to the Corona lock-down airlines have to question their marketing activities. Frequent Flyer Programs (FFP) of German airlines have to date been an important element of customer relationship marketing in the brand-airlines segment, but recently have been cut back due to doubts on their profitability. 
 
 The study refers to a comprehensive review of empirical studies in FFP to classify design characteristics of international programs. Referring to this classification it analyses the design framework of Germany’s predominant Frequent Flyer program (Miles & More) in the form of a case study, and compares the approach to international standards. Five insider expert interviews are conducted to evaluate the effectiveness of the concept and derive development options to secure the sustainable effectiveness of the program in a changing aviation market.
 
 The study finds some adaptations to Miles & More indispensable to make the program future-proof. A comprehensive and convincing framework comprising status, monetary and service rewards is essential to ensure consumer attractiveness and continuity. The partner network has to be expanded globally to ensure the programs international attraction. Bonuses have to be amended to particularly address frequent and international flyers Considering this advice, Miles & More can become an important building block in a post-Corona airline marketing setup.

The interaction of social CRM between CRM performance and marketing performance in hotels

In recent times, there has been a significant decline in hotel occupancy rates, and this is primarily due to marketing performance. Hoteliers and the decision-makers are thus seeking new strategies to increase occupancy rates by enhancing marketing performance. The present work examined the relationship between customer relationship management performance and marketing performance by considering the moderating role of social customer relationship management on this relationship. In this work, both the “Resource-Based View Theory” and “Social Exchange Theory” were employed. Data from hotel managers in Jordan were collected, with 139 responses being collected and analyzed altogether. “Smart Partial Least Squares” were used for the analysis process, which showed that customer relationship management performance positively impacted marketing performance, and that Social customer relationship management also had a positive effect on marketing performance. Moreover, the relationship between customer relationship management performance and marketing performance is enhanced through social customer relationship management. These findings can be used by hoteliers to develop effective marketing strategies using new technology and communication tools.

Customer Relationship Marketing on National Banking

Customer Relationship Marketing on National Banking

Investigating the Effect of Trust, Empathy, Satisfaction and Communication on Customer Loyalty: Evidence from Banking Industry in Nekemte Town, Ethiopia

The banking industry in Ethiopia is highly competitive, so banks must consider various strategic options and plans to survive and develop. One of the strategies is Customer Relationship Marketing. This study was aimed to investigating the effect of trust, empathy, customer satisfaction and communication on customer loyalty of commercial banks in Nekemte town. Researchers use probability and non-probability sampling techniques to select a sample of respondents from the total population of this study. Data were collected through the five point’s likert scales of questionnaires and used mixed research approach was used. To achieve the objective of the study, questionnaire was physically distributed to 404 respondents of selected Commercial Banks in Nekemte town. Out of 404 customers 375 (92.8%) of customers were completed and returned. Descriptive and inferential statistics were used to analyze the collected data by using SPSS software version 24 and questionnaires reliability was estimated by calculating Cronbach’s Alpha. Descriptive analysis tools such as frequency, percentage, mean and standard deviation. Inferential statistical analysis tools such as correlation coefficient was worked out and used to explore the relationships between variables. And multiple linear regression analysis was performed to study the effect of independent variables on dependent variable. A research finding indicates that there were statistically significant relationships between all independent variables on customer loyalty. Therefore it is reasonable to conclude that customer loyalty can be created, effective and retained by marketing plans aimed at building trust, communicating with customers in a timely and reliable, proactive fashion to handling communication barriers efficiently, paying attention to customer satisfaction, improving the empathetic and build up the abilities of the employee, and developing strong network between buyers and sellers. Therefore it is advisable to consider that, enhancing to establish, develop and also they expected to invest more to attracting new customers and retaining the existed ones with regard to customer relationship marketing to increase customer loyalty.

The Effect of Customer Relationship Marketing and Service Quality on Customer Retention with Customer Satisfaction as A Mediating Variable In Forwarding Companies In Surabaya

Purpose: The aim of this study is to analyze the effect of customer relationship marketing and service quality on customer retention with customer satisfaction as a mediating variable in forwarding companies in Surabaya.
 Design/methodology/approach: The populations in this study are customers of forwarding companies in Surabaya and the sample in this study is 100 customers. The data analysis technique used was part analysis of linear regression.
 Findings: The research results are: 1) There is an effect of customer relationship marketing on customer retention at Forwarding Company in Surabaya, 2) There is an effect of service quality on customer retention at Forwarding Company in Surabaya, 3) There is an effect of customer relationship marketing on customer retention with customer satisfaction as a mediating variable at Forwarding Company in Surabaya, 4) There is an effect of service quality on customer retention with customer satisfaction as mediating variables at Forwarding Company in Surabaya, 5) There is an effect of customer relationship marketing on customer satisfaction at Forwarding Company in Surabaya, 6) There is an influence of service quality on customer satisfaction at Forwarding Company in Surabaya.
 Practical implications: The result of this research can be used as a reference in increasing customer retention with customer satisfaction.
 Paper type: Research paper

The Effect of Sharia Governance and Customer Relationship Marketing on Muzakki Loyalty

This study aims to analyze the effect of sharia governance and customer relationship marketing on muzakki loyalty. In this study, sharia governance was divided into six variables, i.e. transparency, accountability, responsibility, independence, fairness, and sharia compliance. Whereas customer relationship marketing was divided into four variables, i.e. trust, communication, commitment, and customer intimacy. We employed survey as a preferred method to obtained data. The samples of this study consisted of 200 muzakki (zakat payer) at amil zakat institutions (LAZ) in Yogyakarta, Indonesia. The data was analyzed using OLS regression techniques. The results of this research found that transparency, fairness and sharia compliance have a positive significant effect on customer loyalty, while accountability, responsiveness, and independency do not have significant effect on customer loyalty. Regarding the variable of customer relationship marketing, the result showed that communication, trust, and customer intimacy have a positive and significant effect on muzakki loyalty while commitment has no effect. It can be inferred that sharia governance and customer relationship marketing partially have a positive effect on muzakki loyalty.

THE DYNAMICS OF DIGITAL CAPTURE: HOW INDUSTRIES TIE AUDIENCES TO EMERGING TECHNOLOGIES

Few studies examine “digital capture,” forces that get people to adopt digital technologies which, on balance, benefit organizations more than the publics. Using various perspectives on this topic, the panel will explore the ways four industries are rolling out digital technologies that have captured audiences in long-term relationships. One paper will use a “digital colonialization” perspective (Ricaurte, 2019) that highlights the influence of capitalist imperialism within contemporary political economy. A second paper demonstrates how network effects fueled adoption of the Common Application laying the groundwork for higher education marketing that fetishizes customer relationship marketing (CRM) technologies to the point of constructing teenage college prospects as sales leads and “yields.” A third presentation explores how companies seduce people to use smart devices that can infer information about the ways they talk and sound while the companies play down the surveillance aspects of the technologies, ultimately eroding their freedom to make choices under the guise of giving them new ways to choose. The fourth contribution presents the growing convergence between emerging technologies and the health sector from the perspective of political economy, demonstrating through case studies how audiences are captured through ambiguous framings that highlight the advantages of health information sharing, but obscure the exploitative nature of pervasive data collection and its use for commercial purposes. Together, the panel points to research needed to understand the emergence of various surveillance regimes before they become taken-for-granted parts of the cultural landscape when changes to them can be made mainly at their margins.

Customer Relationship Marketing and Brand Image in Establishing Satisfaction and Loyalty of Advertisers

This research purpose is to analyse the impact between brand image and CRM (Customer Relationship Marketing) towards the satisfaction of advertisers and the implications towards customer loyalty, with the case study of Metro TV advertiser. The data collection method that was used in this study is the explanatory approach and survey in forms of questionnaire. The measurements are using Likert 1-5 scale. The populations in this research are all the clients or sponsors of Metro TV that have conducted an advertising. Then, there’s a random selection for the samples accustomed to Hair et. al' (2010) formula, which wrote the numbers of questions in questionnaire multiplied 5. Thus, the result of samples is 150 people. Data analysis technique that was used in this research was a Structural Equation Modelling (SEM) and processed using Lisrel 8.7. The result of this research shows a positive and significant impact between brand image and CRM towards advertiser satisfaction and the customer loyalty implications in Metro TV study cases. Keywords: CRM (Customer Relationship Marketing), Brand Image, Customer Satisfaction, Customer Loyalty DOI: 10.7176/EJBM/12-29-07 Publication date: October 31 st 2020

Application of Customer Relationship Marketing Towards Customer Loyalty Through Trust in Bank

Customer relationship marketing as a strategy to build good relationships with customers in the long run by combining the ability to respond directly and to serve customers with high interaction. The purpose of this study is whether customer relationship marketing influences customer loyalty through trust, directly or indirectly. The sampling technique that researchers took was Nonprobability sampling and using purposive sampling. The type of research method used in this research is path analysis, t-test, determination R2 . The path analysis results show that the variable component of customer relationship marketing which includes commitment and conflict handling has a significant direct relationship to trust and loyalty while communication does not have a negative influence or a negative effect on customer trust or loyalty

THE EFFECT OF CUSTOMER RELATIONSHIP ON LOYALTY THROUGH CUSTOMER TRUST AND WORD OF MOUTH - SURVEY ON JAVA DANCER COFFEE ROASTER CUSTOMERS IN MALANG CITY, INDONESIA

The purpose of this study is to provide empirical evidence about customer trust and word of mouth as a mediator of the effect of customer relationship marketing on customer loyalty. The population of this research is the customers of Java Dancer Coffee Roaster in Malang City and the sample size is 140 respondents. The analysis technique in this research is Structural Equation Modeling (SEM). The results showed that Customer relationship marketing by focusing on long-term customers continuously contributes to increasing customer loyalty and trust. Customers who have the confidence that Java Dancer Coffee Roaster contributes to Java Dancer Coffee Roaster customer loyalty. Customer trust is not able to act as a mediator of the indirect effect of the effect of customer relationship marketing on customer loyalty. Customer relationship marketing by focusing on long-term customers continuously contributes to increasing the word of mouth of Java Dancer Coffee Roaster in Malang City. Word of mouth affects customer loyalty at Java Dancer Coffee Roaster in Malang City. Word of mouth is not able to act as a mediator of the indirect effect of the effect of customer relationship marketing on customer loyalty. Article visualizations:

Customer relationship marketing as the antecedents to increasing customer loyalty

This study aims to determine the implementation of the Customer Relationship Marketing (CRM) strategy in increasing Bank Bahteramas Customer Loyalty (CL) in Southeast Sulawesi. This research was conducted at 10 Bahteramas Bank Branch Offices in Southeast Sulawesi, namely; Kendari, Unaaha, Kolaka, Lasusua, Baubau, Raha, Wanci, Kasipute, Andoolo, Wanggudu. The sample in this study was 200 respondents who were distributed in all existing branch offices, where each branch office was taken, 20 respondents. The technique of determining the sample refers to the technique of accident sampling. This study uses multivariate regression. The results found that simultaneously CRM variables consisting of Bonding, Empathy, Reciprocity, Trust, and Commitment simultaneously had a significant effect on CL at Bahteramas Bank in Southeast Sulawesi. Then the partial test results (t-test) showed that: (1) Bonding as CRM strategy significantly influences on CL; (2) Empathy as CRM strategy has an insignificant effect on CL; (3) Reciprocal as CRM strategy has no significant effect on CL; (4) Trust as CRM strategy has a significant effect on CL; (5) Commitment as CRM strategy has a significant effect on CL.

Relationship Marketing Elements in the Telecom Sector of Jammu and Kashmir

Relationship marketing is one of the most rapidly discussed concepts in the modern services marketing arena. With the advances in technology, Customer relationship marketing (CRM) and relationships in Business to business (B2B) settings also have gained importance. Various parameters have been employed by researchers to arrive at the antecedents and indicators of relationship marketing. The paper makes a thorough review of the literature to present the dimensions already expressed. Theron and Terblanche (2010) used analytic hierarchical process (AHP) method to make-out ten dimensions out of a pool of twenty-three dimensions previously categorized by the scholars who worked on similar topics; the study though was conducted from a financial services perspective. From the primary data collected through a structured questionnaire and subjected to analysis, the paper aims to identify these dimensions in connection with the telecom service industry in the state of Jammu and Kashmir (JandK). Trust, commitment, communication, and customer-centricity were identified as the main dimensions. These four have also been identified in various other studies conducted elsewhere in the services sector.

Motivating and Retaining Festival Patronage

Globally, festivals and host communities face increased competition each year from one another and from the myriad of alternate entertainment options. To remain competitive, festival organizers must fully understand what keeps festival attendees coming back year after year. Festivalscape has been an emerging concept of value in this arena, and previous studies have found that festivalscape has an effect on the attendees' emotion and behavior that influences their overall perceived value of the festival. The purpose of this study is to examine the relationship between festivalscape and the attendees' motivation, satisfaction, and loyalty. A self-administered questionnaire was developed and a structural equation modeling (SEM) was employed to test the proposed hypotheses. Study results support the hypotheses, indicating the importance of using festivalscape factors for festival organization and management and effective customer relationship marketing. Further, this study provides academic contributions to theoretical foundations by confirming the effects of these factors. This study also provides practical implications for managing festivals effectively and successfully.

The Customer Relationship Marketing in Islamic Banks Service Industry as a Business Strategy

The Customer Relationship Marketing in Islamic Banks Service Industry as a Business Strategy

The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs

Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.

The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs

Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.

The role of mediation satisfaction of customer relationship marketing influence toward consumer trust at Elite Sang Tunas Kid Courses Denpasar

Kindergarten school at an early age is a form of education that focuses on laying the foundation towards physical growth and development (fine and gross motor coordination), intelligence (thinking power, emotional intelligence, spiritual intelligence), socio-emotional (attitude and behavior as well as religion), language and communication, by the uniqueness and stages of development carried out by young children born up to eight years, serves to develop children's potential and shape the child's personality correctly. The purpose of this education has two functions, namely giving direction to all educational activities and is something that is intended to be achieved by all educational activities. Based the results are customer relationship marketing has a positive and significant influence on the satisfaction of Elite Sang Tunas Kid Courses Denpasar, CRM has a positive and significant influence on Consumer Trust in Elite Sang Tunas Kid Courses Denpasar, satisfaction has a positive and significant influence on Consumer Trust at Elite Sang Tunas Kid Courses Denpasar, the role of satisfaction plays an important role for the development and progress of the institution, this means that the better customer relationship marketing, consumers will feel high satisfaction so that consumers are loyal to the services provided by Elite Sang Tunas Kid Courses Denpasar.

IMPLIKASI PENERAPAN CUSTOMER RELATIONSHIP MARKETING DAN DIGITAL MARKETING TERHADAP KEPUASAN KONSUMEN PADA PT GAPURA ANGKASA JOUMPA DENPASAR

This study aims to determine the implications of Customer Relationship Marketing and Digital Marketing for consumer satisfaction at PT Gapura Angkasa JOUMPA Denpasar. The number of samples used was 68 people. The data used are primary data and secondary data with data collection techniques using a questionnaire. Data were analyzed descriptively quantitatively with SPSS 23.0 The results showed that partially 45.1% Customer Relationship Marketing (X1) had positive and significant implications for Consumer Satisfaction (Y) and 14% Digital Marketing (X2) had positive and significant implications for Consumer Satisfaction (Y). Simultaneously Customer Relationship Marketing (X1) and Digital Marketing (X2) have 59.1% implications for Consumer Satisfaction (Y) and 40.9% due to other factors outside the research model.

Marketing Strategy Analysis of Asin Asked MSMEs in The Covid-19 Pandemic Period in Kesenden, Cirebon

The Covid-19 pandemic has changed many aspects of life, one of which is in the economy. This has animpact on economic instability, one of which is the impact of MSMEs, such as the occurrence of abnormalities in the supply of raw materials, consumer interest and marketing. This study aims to describe the marketing strategies that must be carried out by MSME actors so that they can survive and become more responsive to changes when Covid-19 occurs. In this study using qualitative methods with interview techniques in Kesenden, Cirebon. From the results of the research conducted, it can be concluded that the Covid-19 pandemic can provide opportunities and can also provide threats (Treath) to MSMEs, marketing strategies in the midst of the Covid-19 pandemic, namely by improving the quality of products and services, customer relationship marketing, and e-commerce

Papel de la influencia de la medición de la satisfacción a través de CRM (Customer Relationship Marketing) hacia la confianza del consumidor en Elite Sang Tunas Kid Courses Denpasar

Kindergarten school at an early age is a form of education that focuses on laying the foundation towards physical growth and development (fine and gross motor coordination), intelligence (thinking power, emotional intelligence, spiritual intelligence), socio-emotional (attitude and behavior as well as religion), language and communication, by the uniqueness and stages of development carried out by young children born up to eight years, serves to develop children's potential and shape the child's personality correctly. The purpose of this education has two functions, namely giving direction to all educational activities and is something that is intended to be achieved by all educational activities. Based the results are customer relationship marketing has a positive and significant influence on the satisfaction of Elite Sang Tunas Kid Courses Denpasar, CRM has a positive and significant influence on Consumer Trust in Elite Sang Tunas Kid Courses Denpasar, satisfaction has a positive and significant influence on Consumer Trust at Elite Sang Tunas Kid Courses Denpasar, the role of satisfaction plays an important role for the development and progress of the institution, this means that the better customer relationship marketing, consumers will feel high satisfaction so that consumers are loyal to the services provided by Elite Sang Tunas Kid Courses Denpasar.