Implications For Relationship Marketing Research Articles

Branding destination image: a stakeholder causal scope analysis for internationalisation of destinations

ABSTRACTThe impact of relationship marketing (RM) on the internationalisation process and the branding of destination image are widely, but separately, researched. However, the implications of RM vis-à-vis the branding of international destination image are not broadly explored, especially from the different internationalisation contexts. This conceptual viewpoint precises insight, encircling this gap in the roles of RM constructs to influence the cause and consequence of stakeholder relationships and interactions at different internationalisation continuums, with a viable impact on branding international destination image. This is an initial conceptual modelling, which needs to be empirically tested to generalise the findings.

A Cross-Cultural Study of Relationship Proneness and Its Implications for Relationship Marketing

This paper examines relationship proneness of consumers in a cross-cultural setting; specifically, the relationship proneness between Chinese and U.S. consumers of Generation Y (born from 1976 to 1995) and its effects on relational satisfaction and relationship commitment. Based on previous research (e.g., De Wulf, Odekerken- Schröder, & Iacobucci, 2001) and cultural theories (e.g., Hofstede, 1980, 2001), nine hypotheses were developed involving the effects of relationship building tactics (i.e., direct mail, preferential treatment, communication, and tangible rewards) on relationship proneness, relational satisfaction and store loyalty. This quantitative study used a survey among two samples of consumers in China and the U.S. The final sample size was comprised of 349 student consumers. The findings of the research provide managerial implications for international retailers. Relationship proneness is a meaningful personal characteristic that can be used to describe or predict consumer behavior across cultures. A relationship marketing strategy that works for one culture may also work well in another culture. It is possible and appropriate, at least with generation Y consumers, to employ standardized approaches in relationship marketing across cultures.

A Review of the ‘Value’ Literature and Implications for Relationship Marketing

The creation and delivery of value to customers is of increasing interest to researchers and practitioners. This paper identifies and reviews nine core streams of literature that have been influential on current research in the field of customer value. It argues that while much of the literature has focused on value creation for the customer, the relationship-marketing paradigm demands a broader view that includes other stakeholders. Two new perspectives that fit this broader view, customer value and shareholder value and relationship value are investigated and the implications of integrating a value orientation with a relationship marketing approach are discussed.

Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing

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

Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing

Many companies consider investments in complaint handling as means of increasing customer commitment and building customer loyalty. Firms are not well informed, however, on how to deal successfully...

The Consumer as an Active Member of the Channel: Implications for Relationship Marketing

Relationship marketing may be facilitated by adoption of a perspective which views the consumer as an active participant in the channel, insofar as he/she (actually or potentially) performs activities considered “marketing functions,.” and engages in cost/benefit thinking geared to maximizing consumption efficiency. This paper explores various facets of such conceptualizations and suggests research directions and anagerial implications.