Maintenance Of Long-term Relationships Research Articles

A configurational approach to understanding trust in rural tourism accommodation during the COVID-19 pandemic crisis

PurposeConsumer trust plays a key role in the development and maintenance of long-term relationships in the tourism sector. This study aims to examine the antecedents of trust in the local accommodation sector, which faced a disruptive period due to the COVID-19 pandemic. It also addresses the trust–loyalty relationship.Design/methodology/approachA survey was administered to a sample of rural accommodation tourists during the COVID-19 pandemic. A mixed-method approach was used to analyse data; in particular, a PLS-SEM approach was used, followed by a fuzzy-set qualitative comparative analysis (fsQCA).FindingsThis study confirms and reinforces the importance of a positive influence of affective evaluation, reputation, perceived security and the destination image on perceived trust. It also demonstrates the impact of trust on loyalty. Using fsQCA, it was found that perceived security is a necessary condition to achieve perceived trust. However, there are multiple paths to achieving high trust.Research limitations/implicationsThis article provides a practical and theoretical contribution to this phenomenon during the pandemic crisis. This study concludes that implementing specific measures to increase perceived security (e.g. clean and safe seal) was critical to increase trust and loyalty.Practical implicationsAlthough the decrease in visits has had a significant impact on economic activities, the nature of the context, in particular the rural context, proved that the combination of agricultural activities with tourism services offering also revealed to be a promising complementary strategy to help owners and minimize the lack of visitors.Originality/valueThis study is one of the earliest to understand trust and its antecedents and trust loyalty during the COVID-19 pandemic.

The impact of brand communities based on social media on purchase brand intention: conceptual framework

Relationship marketing, which emphasizes the creation and maintenance of long-term relationships with customers instead of individual transactions, has been presented as a competitive advantage and a strategic resource for companies (Webster, 1992).Digital marketing is becoming more efficient to attract customers which are more and more connected. The creation of brand communities on social networks has a greater impact than traditional advertising. The digital technology has created the new interactive media. This new reality of the business environment has led a number to develop new practices to focus more on customers which are more powerful and can easily change their choices, for that, companies should develop their community marketing practices through the development. The purpose of this article is to evaluate the impact of the creation and development of brand communities-based on social media-on business performances, this virtual relationship between the consumer and the product, the brand, the company, and the different consumers, can lead to a strong commitment of the customers towards these brand communities, this commitment is eventually translated by brand purchase intentions. This research project is based on a theoretical research to extract the most important theories and constructs that explain brand community behavior on social media, and an exploratory study among Moroccan Internet users in order to test the conformity of the theoretical model with Moroccan Internet users. Through this research process, we prove that social media constitute a platform to engage more customers and consequently create purchase intentions for companies. As a result of this project, we highlight the practices to develop the companies’ brand communities on social media to drive business performance.

The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies

The present research examines the impact of trust, social and structural bonds, in a B2B relationship between companies in times of economic crisis. The aim of the research is to investigate the importance of trust, social and structural bonds in the creation and maintenance of long-term relationships in B2B firms. A quantitative research was carried out using a structured questionnaire, distributed by e-mail. Forty-four (44) medium and large companies, responded, based in Attica Greece, were sampled for the survey. According to the findings, companies have incorporated relational marketing into their philosophy. All of the participated companies maintain long-term partnerships with other companies in the sector. All the companies that took part in the survey have become aware of the important role that trust plays in their collaborations, as well as the role of structural bonds, while the results give less weight to social bonds. Companies choose long-term relationships, and the present research highlights the important role of a good partnership. Therefore, in order to survive, manufacturers develop cooperative relationships with each other in order to jointly face the challenges of the times. Project partnerships, consortia, associations of companies and joint partnerships are now being created in order to take part in public procurement or to undertake the execution of a project.

Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets

AbstractThis study examines the impact of contextual factors on brand trust, brand loyalty and cross-buying from the perspective of the bottom of pyramid rural consumers in India. Two important contextual factors – distribution intensity and outshopping orientation – were used as the contextual factors. Effects of distribution intensity in the initiation and maintenance of consumer–brand relationships are first examined. Further, it explores the moderating role of in versus outshopping orientation in the formation and maintenance of long-term relationships between consumers and brands in bottom of pyramid markets. Data collected from 478 consumers in three villages in Gujarat, India, were analysed using structural equation modelling technique to test the hypothesized relationships using IBM AMOS 23 software. Distribution Intensity was found to positively influence brand trust. Brand trust was found to mediate the relationships between distribution intensity and brand loyalty and distribution intensity and cross buying. The importance of distribution intensity in relationship initiation was more pronounced for consumers who shopped from local retailers than those who did not. The study underlines the importance of distribution intensity of brands a relationship-based marketing strategy, especially in those products, where the switching costs are low. This study establishes the role of contextual factors in the formation and maintenance of consumer–brand relationships in the bottom of pyramid markets.

On the relationship between intellectual capital and financial performance: A panel data analysis on SME hotels

This paper analysed the effect of intellectual capital on small and medium-sized hotel financial performance for the period between 2007 and 2015. Using a sample of 934 Portuguese small and medium-sized hotels, this study adopted the GMM system (1998) estimator, to analyse a dynamic panel data. The findings suggested that intellectual capital components, i.e., human capital, structural capital and relational capital provide a positive impact on hotel financial performance. Human capital and relational capital seemed to be key elements for the success of hotels, being the basis of service quality in the hotels sector. Furthermore, the results showed that human capital and structural capital are capitalized by the establishment and maintenance of long-term relationships with key stakeholders. These findings indicated that the interaction between intellectual capital components enhances the hotel financial performance. Herein, it is highlighted the importance of intellectual capital in small and medium-sized hotel financial performance.

A Method for Analyzing Service Failure Causes

The provision of highly reliable services is essential for the maintenance of long-term relationships with customers. To establish highly reliable services, the potential for service failures and their causes must be identified and taken appropriate steps in the process of service design. Methods are proposed to support these activities. However, the quality of these analyses depends on designers’ abilities such as their experience. Therefore, it is difficult to enumerate potential service failure and their causes exhaustively in the phase of service design. In this paper, we propose a method for the extraction of service failure causes. The proposed method is verified through its application to a practical case.

A Temporal Model of Vertical Relationships

Purpose: The authors developed a model framework for buyer–supplier relationships and used it to extend theory in 4 areas: (a) maintenance of long-term relationships; (b) conversion of relationships from adversarial to cooperative; (c) changes in relationships over their lives; and (d) levels of commitment and trust between partners. Methodology/approach: The authors analyzed existing research on buyer–seller relationships and theoretical concepts in various disciplines to develop a 3-stage temporal relationship model consisting of pre-deal (t–1), deal enactment (t), and deal continuation (t+1) stages. From the model and existing research, the authors drew propositions for relationships in the areas of buyer and seller power, several forms of commitment and trust, intellectual capital, and financial performance. Findings: Briefly, the authors proposed that (a) at the pre-deal stage, increased buyer power may instigate supplier input commitment or vice versa; (b) at deal enactment, both parties may commit to a written contract and build contractual trust through a low degree of relational commitment; and (c) in the deal continuation stage, contractual trust, and attitudinal commitment of one of the parties is likely to foster attitudinal commitment in the other party. The authors found that buyer's and supplier's total commitment fosters goodwill trust and helps build intellectual capital and financial performance, and that the weaker party in the relationship likely gains more from the partnership than the stronger party. Research implications: In addition to existing research, the authors used several actual situations to provide support for our propositions. However, more research should be done in all areas to additionally confirm our propositions and otherwise add to theory development. Practical implications: By looking at buyer–seller relationships in three stages, the authors developed several implications for both parties. These included long-term results of short-term actions, importance of industry factors on buyer and seller commitment, and the role of commitment in determining whether long-term relationships are developed. Originality/value/contribution: The authors extended and coordinated existing theory by consolidating the implications of previous research into a cohesive buyer–supplier relationship model. This model should enable both researchers and managers to better comprehend the dynamics of vertical relationships with a multi-dimensional, reciprocal approach. The results should also provide managers an additional tool to gauge and forecast the fate of a relationship by analyzing levels of trust and commitment as the relationship progresses.

Perancangan E-CRM pada PT Multi Superindo Manunggal

The key to the success of a company does not only lie in the product or service being offered, but in how far the company's efforts in satisfying the needs of its customers. Results of the system analysis, shows that problems faced by the company are caused by still not optimal customer services. The purpose of this study is to analyze the appropriate strategy for the company and design systems to support the implementation of the strategy. The analytical method used in analyzing the industry with Porter's Five Forces model, and formulation of strategies for using the method of analysis of external and internal environment with matrix IFE and EFE, followed by a SWOT matrix, and strategy decisions based on the matrix QSPM. Results from the formulation of strategy are market penetration strategy. E-CRM system is considered to be the most appropriate in implementation of this strategy and overcoming the problems faced by the company. Web-based e-CRM systems, focusing on the development and maintenance of long-term relationships with customers that can provide added value to both. E-CRM system is expected to make transactions easier for customers to order and get customer service, and also for prospective customers to access accurate company information. Design of E-CRM systems are conducted using 7C method.

The Love that Binds: Transnational Relationships in Sex Work

The maintenance of long-term relationships between sex workers and their clients involves the management and balance of intimacy and a business relationship and requires both parties to constantly negotiate their roles and expectations. In this study, I focus on how they interpret these relationships. The data used are from in-depth interviews and participant observation collected from August 2004 through August 2007. I identify three factors affecting these relationships: distance apart, affairs and social bond. While older lovers yield a certain amount of control and power over their younger partners, the latter can convert older lovers’ emotional attachment, sense of responsibility, familial involvement, and sense of pride to currencies used to increase their bargaining power.

Phase-type distribution of customer relationship with Markovian response and marketing expenditure decision on the customer lifetime value

In recent years, more and more companies have adopted relationship marketing (RM). At the core of RM is the development and maintenance of long-term relationships with valuable customers. In RM, the customer lifetime value (CLV) is the discounted profit streams of a customer across the entire customer life cycle. The CLV plays a key role in customer acquisition and retention decisions. In this paper, we present a general mathematical framework for RM, and introduce a Markov chain model which is appropriate in modeling RM because of its flexibility and probabilistic nature. We also develop the life distribution of the customer relationship, which is a phase-type distribution since it is the distribution of the first arrival stopping state. And we obtain the expectation of the CLV, which is an important statistic for good decision-making. Finally, we illustrate how to find the optimal remarketing policy numerically. The framework developed for RM systems in this paper should be seen as a practical approach to RM where one can directly apply the results of phase-type distribution and expectation of CLV to marketing decisions.

Cognitive adaptations of social bonding in birds

The 'social intelligence hypothesis' was originally conceived to explain how primates may have evolved their superior intellect and large brains when compared with other animals. Although some birds such as corvids may be intellectually comparable to apes, the same relationship between sociality and brain size seen in primates has not been found for birds, possibly suggesting a role for other non-social factors. But bird sociality is different from primate sociality. Most monkeys and apes form stable groups, whereas most birds are monogamous, and only form large flocks outside of the breeding season. Some birds form lifelong pair bonds and these species tend to have the largest brains relative to body size. Some of these species are known for their intellectual abilities (e.g. corvids and parrots), while others are not (e.g. geese and albatrosses). Although socio-ecological factors may explain some of the differences in brain size and intelligence between corvids/parrots and geese/albatrosses, we predict that the type and quality of the bonded relationship is also critical. Indeed, we present empirical evidence that rook and jackdaw partnerships resemble primate and dolphin alliances. Although social interactions within a pair may seem simple on the surface, we argue that cognition may play an important role in the maintenance of long-term relationships, something we name as 'relationship intelligence'.

Customer lifetime value: stochastic optimization approach

Since the early 1980s, the concept of relationship marketing has been becoming important in general marketing, especially in the area of direct and interactive marketing. The core of relationship marketing is the maintenance of long-term relationships with the customers. However, the relationship marketing is costly and therefore, the determination of the customer lifetime value (CLV) is an important element in making strategic decisions in both advertising and promotion. In this paper, we propose a stochastic dynamic programming model with a Markov chain for the optimization of CLV. Both cases of infinite horizon and finite horizon are discussed. The model is then applied to practical data of a computer service company.

Customer Relations Through the Internet

While previous marketing activities were primarily focused on increasing market shares in terms of a mass marketing based on single transactions, the past few years saw a paradigmatic switch towards relationship management. This change in viewpoint is based on the finding that the establishment and maintenance of long-term relationships have a decisive influence on corporate success. In this study, the authors present a critical theoretical and empirical analysis of the contribution the Internet can make to successful relationship marketing. The study focuses on the influence that important characteristics of the World Wide Web such as its interactive structure and constant availability of information can have on central correcting variables of relation ship marketing, i.e., commitment, satisfaction, and trust. For example, the authors provide empirical proof of potential withdrawal of trust on the part of the customers if their expectations with regard to these characteristics are not met.

Building customer relations over the Internet

While previous marketing activities were primarily focused on increasing market shares in terms of a mass marketing based on single transactions, the past few years saw a paradigmatic shift towards relationship marketing. This change in viewpoint is based on the finding that the establishment and maintenance of long-term relationships have a decisive influence on corporate success. In this study, the authors present a critical theoretical and empirical analysis of the contribution the Internet can make to successful relationship marketing. The study focuses on the influence that important characteristics of the World Wide Web (WWW), such as its interactive structure and constant availability of information, can have on key variables of relationship marketing, i.e., commitment, satisfaction and trust. For example, the authors provide empirical proof of potential withdrawal of trust on the part of the customers if their expectations with regard to these characteristics are not met.

Antecedents of Cooperation, Conflict and Relationship Longevity in an International Trade Intermediary's Supply Chain

The study is based on a survey of 135 British International Trade Intermediaries. The main objectives are to identify (a) the factors that enhance co-operation and reduce conflict between an ITI and its suppliers and (b) the impact of conflict and cooperation on the maintenance of long-term relationships. Based on the marketing channel literature, a set of propositions was developed and tested using classical path analysis. Findings suggest that co-operation improves with frequent, informal and bi-directional communication and the existence of solidarity norms in the channel, whereas conflict is relieved by cooperation and the existence of flexibility and solidarity norms. Finally, the average duration of an ITI's relationships with its suppliers is affected negatively by the level of conflict occurrence.

Infusing Practical Wisdom into Persuasive Performance: Hermeneutics and the Teaching of Sales Proposal Writing

Sales activities have been understood by some to be negative, one-sided rhetorical encounters. Teachers of technical communication will find it more helpful to view sales proposals as aimed toward the construction and maintenance of long-term relationships, a view held by far-thinking sales professionals. Hermeneutic theory, by offering a different conceptual relationship between means and ends than even new rhetoric suggests, can help clarify the process by which ethical know-how intersects with persuasion. Consequently, it can offer technical communication instructors a valuable perspective from which to teach sales proposal writing.