Marketing Relations Research Articles

PENGARUH RELATIONSHIP MARKETING, KOMUNIKASI PEMASARAN DAN CITRA PERUSAHAAN TERHADAP NIAT PERILAKU KONSUMEN MELALUI KEPUASAN PELANGGAN PADA VASA HOTEL SURABAYA

Effects of Relationship in Marketing, Marketing Communication, Corporate Image on the Intention of Consumer Behavior through Customer Satisfaction at Vasa Hotel Surabaya.This study aims to examine and analyze the effect of the relationship of marketing, marketing communication, corporate image on consumer behavior intentions through customer satisfaction at Vasa Hotel Surabaya. The number of respondents in this study was 130 people consisting of 68 men and 62 women. Analysis of this study uses Path Analysis. Data analysis was performed using statistics with SPSS tools. Based on the results of the overall data analysis, it can be seen that together the relationship relationship marketing, marketing communication, corporate image, customer satisfaction variables simultaneously have a significant influence on consumer behavior intentions.Keywords: Relationship marketing, marketing communication, trust icon corporate, customer satisfaction, consumer behavior intention

The role of relational marketing on the consumer buying decision of travel agencies

Through the characterization of relational marketing, to understand how it can be influential in the decision to purchase the consumer from travel agencies. The study analyzes how relational interaction occurs between clients and companies in the industry, perceiving how companies use relational marketing as a market strategy, and whether this is an influencing factor in consumer decision making. Exploratory interviews with directors of travel and tourism agencies with the objective of understanding the relevance of using relational marketing in the creation and maintenance of the clients of the companies they manage. The results point out that the use of relations as a source of value in the business of travel agencies is common and is seen by companies as a way to combat the virtual competition increasingly implemented in the market, being the relationship with the client seen as a differentiating and influencing factor. From the point of view of the consumer, the relationship with the travel agent is seen as a factor that increases confidence in the product acquired, being considered by the consumers as an influencing factor. It contributed to the analysis of a very current and pertinent problem, namely the threat of the new business model of the tour operators with their increasing bet on the direct sale to the consumer, being interesting to observe the way the market of the travel agencies survives and bets on relationships with customers as a way to create value for the customer by becoming more competitive. It was intended that this study be a contribution to the marking of travel agencies, fomenting the debate about relational marketing and its importance in increasing the competitiveness of the sector. The aim of the study was to analyze the points of view of consumers and companies in order to foster this debate and to understand the points of convergence between the two.

Evolution of Design in Advertising (From Traditional to Digital) Embraced by Industry Professionals

The Internet has changed the way people’s ways of advertising tremendously. Design and related marketing tactics went from traditional to digital in the speed of light, thus online communications have matured a lot and it’s no longer a minefield of annoying pop-up ads. Online advertising also called “internet advertising” became the most favorite of modern marketers in no time, and more methods and design features surface every day to help create effective advertising campaigns. Today marketers use the internet to build businesses, create brand awareness, reach prospects, close deals and increase sales. In this paper, we will focus thoroughly on the evolution of digital advertising, digital design, modern designers, and we will evaluate the main differences between traditional design and communication tools VS. digital modern design in advertising. Moreover, this paper discusses the advantages of the ever-evolving digital design and communication, and how marketers use online advertising to deliver new promotional marketing messages for all kinds of products and services, to specific targeted consumers at ease, less cost and with fast and vast reach. This document also identifies the obligatory skills for the traditional graphic designers as they move into the ever evolving digital and new media world. Conclusions will portray the effectiveness of online advertising on the modern consumers, especially the young generation as well as the foresighted future of digital design compared to traditional tools and techniques. DOI : 10.7176/JTHS/42-06 Publication date :August 31 st 2019

THE EFFECT OF MARKETING COMMUNICATION MIX TOWARDS THE PURCHASE DE CISION OF MICE PRODUCTS: A CASE STUDY FROM SANTA MONICA HOTEL & CONVENTION IN BOGOR

The MICE industry has been growing in Indonesia. With this potential, the lodging and accommodation businesses have a bright prospect of growth. Due to this matter, the accommodation industry is facing a tight competition, struggling to stand out from other establishments. Marketing communication mix has been proven to affect consumer’s buying behavior and simultaneously consumer’s purchase decision. This study investigates the effect of the five elements of marketing communication mix, namely advertising, personal selling, sales promotion, public relation, and direct marketing towards consumer’s purchase decision. The study is conducted at Santa Monica Hotel & Conference Bogor, a convention hotel that focuses on the MICE market. Questionnaires are distributed to 100 organizations that have held MICE activity at the hotel. The data is tested for validity, reliability, normality, heteroscedasticity, and multicollinearity. T-test and F-test is done to test the presence or absence of effect from each marketing communication mix elements towards purchase decision. The result shows that marketing communication mix does have simultaneous effect on purchase decision of MICE products, with personal selling and sales promotion as the elements that affect purchase decision. Advertising, public relation, and direct marketing does not show any effect towards purchase decision.

Advertising music: an alternative atmospheric stimulus to retail music

Purpose Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes. Design/methodology/approach The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad. Findings Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return. Practical implications This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically. Originality/value This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.

HOW DO INTERNAL MARKETING ACTIVITIES AFFECT ORGANIZATIONAL COMMITMENT? THE MEDIATING ROLE OF JOB SATISFACTION

In this study the mediating role of job satisfaction over the impacts of organizations’ internal marketing acitivities on employees’ organizational commitment is examined. The sample of the study consists of 356 employees from several sectors. Mediation tests were carried out with traditional and modern methods to the data obtained through electronic survey method from these employees. Both analysis methods showed that job satisfaction has a partial mediating role in the relationship of internal marketing and employees' organizational commitment. Depending on these findings, it is suggested that organizations’ internal marketing activities are important for increasing organizational commitment of employees. However, this effect can be increased with developing job satisfaction through internal marketing acitivities.

Mengukur Loyalitas Pelanggan Berdasarkan Pemasaran Relasional dan Kebijakan Harga Pada Bidang Usaha Retail Berbasis B2B di Kota Tasikmalaya

The purpose of this study is to find the effect of relational marketing and pricing policies on customer loyalty in the B2B-based retail business in the City of Tasikmalaya. This research is descriptive and empirical. Descriptive research was conducted to obtain an overview of the attributes of online stores, consumer satisfaction and trust. While empirical research is conducted to determine the relationship between variables through statistical calculations. The technique of collecting data through questionnaires to 100 respondents who were consumers of sandal craft material stores based on Business to Business (B2B) using judgment sampling or purposive sampling techniques. As well as the analytical tool used in this study is path analysis (path analysis) where the attributes of relational marketing and price policies become exogenous variables and customer loyalty becomes variable. The results of this study indicate that relational marketing and pricing policies have an important role in creating customer loyalty. The better relational marketing and pricing policies, the more customer loyalty will increase.

Operating in a Constricted Space: Policy Actor Perceptions of Targeting to Address U.S. Health Disparities

Policy actors design and implement targeted interventions to eliminate disparities that exist between groups. Although necessary for achieving health equity, the use of targeting as a policy tool carries the potential for political backlash and social debate, which may influence whether and how policy actors use it. In this research, the authors examine policy actor perceptions regarding the use of targeting in the implementation of health policy. The authors conduct elite interviews with policy actors to better understand their work to design and implement interventions to address health disparities. Findings identify key tensions and trade-offs faced by policy actors related to targeting and reveal sociopolitical influences that shape whether and how targeted programs are considered, who receives them, and by what means they are delivered. The authors discuss the implications of the findings for the use of targeting and related marketing practices by policy actors to address health disparities and other significant public health concerns.

Re-appraising interaction and process for industrial network research: The future plunging mirror hall metaphor

Constructivist and realist research is undertaken in the business relationship and network approach of the Industrial Marketing and Purchasing Group. These two divergent research perspectives seek a different form of contextual understanding vs. general knowledge. They are not incommensurable as one can gain insights from the other. But a researcher must know and understand both perspectives and sometimes be able to see when a writer is playing almost a middle ground to make a specific point. To provide a broader understanding of the ontological distinctions and their ramifications for researching and translating meanings concerning business networks we introduce the temporal mirror hall metaphor. We propose that: (i) researchers should avoid reading and understanding only a single research perspective, (ii) research is a social temporal process embedded in a research community, (iii) understanding different researcher perspectives is necessary for a constructivist scholar working in a world of realist education, and (iv) realist researchers need constructivist research to change and develop systematized theories. The paper extends specific advice to constructivist researchers undertaking longitudinal studies of interaction in business networks. Realist researchers will find intriguing the comparisons and refractions, as well as illusions, in the temporalities of the mirror hall.

The effect of cause related marketing on consumer purchase intention

the effect of cause related marketing on consumer purchase intention

Effects of Corporate Social Responsibility on consumer brand loyalty

Purpose – This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach – We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings – This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfaction. Brand attitude does not appear to play a significant role in the influence of CSR on loyalty. Originality/value – We study the effect of CSR associations, brand awareness, satisfaction, and brand attitude as drivers of brand loyalty, conceived as a reflective second-order construct with four dimensions: attitudinal loyalty, purchase intention, expenditure level and intention to recommend. It is important to construct relational marketing strategies that integrate CSR with consumer orientation using the three dimensions of the model validated in the study: brand awareness, satisfaction and brand attitude.

전시참가 기업 시장세분화 연구 : 마케팅 믹스(4P’s)요인을 토대로

The purpose of this study was to classify trade-show participants(exhibitors) based on marketing mix and to determine the factors of key attributes. Results of cluster analysis suggested that trade-show exhibitors were classified into three groups. Cluster 1 was named the “place & promotion consideration”, and Cluster 2 and 3 were named “price consideration” and “product consideration”. Multinominal Logit(MNL) models are applied and analysed the effects of determinants on segmented groups using a category of maximum likelihood regression estimated for collected data. According to the results of the application of the multinominal logit model, the factors influencing the three participation types were different. The effects of the demographic variables, relation marketing factor, and trade show-related characteristics were indicated that each group showed the different preference for marketing mix. Therefore, the findings of this study would provide useful information for marketing strategies to the exhibition organizers.

La escucha organizacional: una propuesta conceptual

La presente investigación presenta a la escucha como un elemento de la comunicación que debe ser gestionado en las organizaciones que se enfrentan a una sociedad en cambio constantemente y en la que es importante conocer la opinión de los públicos que con ella interactúan. La escucha entendida como un intangible se suma a otros que hoy cobran relevancia en las instituciones como son la reputación, la imagen, la identidad y la responsabilidad de las corporaciones, entre otros. Este estudio pretende mostrar cuáles son hasta la fecha las características y elementos más relevantes de la escucha organizacional. La investigación se hace a través de un análisis que se efectúa desde la teoría y que reseña las principales aportaciones realizadas a partir de la disciplina de la comunicación. La escucha como tema de indagación no presenta un cuerpo de investigación amplio desde donde sustentar sus bases, pero sí está en desarrollo. Sin embargo, su importancia se infiere de manera indirecta a partir del análisis de antecedentes en algunas corrientes disciplinares. Para efectos de este estudio se revisan planteamientos realizados desde la comunicación estratégica, las relaciones públicas, el marketing relacional y la comunicación organizacional. A partir del análisis teórico, esta investigación sobre la escucha propone como aporte a la disciplina de la comunicación una definición de lo que es la escucha organizacional y cuáles son los elementos que se consideran más relevantes: la escucha forma parte de un proceso continuo y sistemático en las organizaciones que requiere de diferentes instrumentos para poder realizarse, que está orientado a conocer los diferentes públicos con los que se relaciona la institución y que debe constituirse como un factor importante a considerar de modo de que las instituciones sean sustentables en el tiempo.

Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns

The current study considers customers’ attitude, involvement and purchase intention of hotel customers with the moderating impact of cause related marketing campaigns in the context of Bangladesh. Partial Least Square (PLS) path modeling, a variance-based technique of SEM was used in the current study as the study tool. After testing the hypothesis on 305 customers it has been found positive significant influence of both customers’ attitudes and involvement on purchase intention of hotel customers. Moreover, the current study used cause related marketing campaigns as a moderating variable between customers’ attitude and involvement on purchase intention where both the hypothesis found insignificant. Therefore, from the literature review and the findings of the analysis the current study recommends future research to look for the moderating effect of cause related marketing campaigns of other customer perceptions in the link between attitude and involvement on purchase intention.

Relational bonds, customer engagement, and service quality

ABSTRACT Relational bonds represent a vital concept in relational marketing. Past research indicates that it can increase customer satisfaction and foster WOM. Although relational bonds have been shown to provide a long-lasting competitive advantage, the theoretical mechanisms underlying these relationships are less clear. This study investigates the relationships among relational bonds, customer engagement, service quality, satisfaction and WOM. A structured, self-administered questionnaire was distributed to customers who received aesthetic medicine services from a large medical center in Taiwan. The survey yielded 500 usable responses, with a response rate of 98.61%. The partial least squares method was utilized to obtain parameter estimates and test proposed hypotheses. Measurement accuracy was assured given satisfactory reliability and convergent/discriminant validity assessments, and all hypotheses were supported. The results indicate that relational bonds affect the extent of customer engagement, which in turn influences service quality. Service quality also leads to customer satisfaction and WOM.

Assessing the importance of spectators to soccer clubs in South Africa: A management perspective

Orientation: This study investigates and analyses the perceptions of soccer club managers based on spectators’ loyalty factors, values and challenges concerning soccer clubs in South Africa. Research purpose: These results could assist managers of soccer clubs to be able to manage these aspects in order to sustain a competitive advantage. Motivation for the study: This study could contribute to deeper insight into the role of spectators’ loyalty, value and how it could contribute to the development of soccer partnerships in South Africa. Research design, approach and method: In the case of this study, qualitative research was done to obtain relevant information from the senior management of the nine clubs with regard to the aspects of loyalty, the role of spectators within the clubs and the challenges faced by club managers to gain loyal spectators. During face-to-face interviews, the senior management were assured that their answers are confidential and would be used for the purpose of this study as a means of ensuring trustworthiness and qualitativeness. Selecting these people was based on their relevance for the study and their status in the senior management. Each club session interview took one and a half hours at a central location convenient for respondents. The same researcher was present during each of the club’s meetings to keep data accurate and consistent. Notes were taken and all sessions were recorded. Respondents in the interview were informed about the aims and procedures of the study. Main findings: The value of spectators to soccer clubs in South Africa was identified to be commercial value, partnerships value, marketing value and spiritual shareholders value. Marketers need to be aware of their spectators’ needs in order to build the relationship and should focus on commitment, customer satisfaction and customer retention as well as trust and brand identification aspects when developing marketing strategies. Practical/managerial implications: The challenges faced by managers to sustain loyalty to their clubs were identified as absence of heroes, economic climate, safety and security, marketing and public relations. Managers of clubs need to develop their clubs to surpass their current levels of loyal membership and supporters and establish the brand identity of their clubs to increase the satisfaction of their current spectators and to earn more club money for the players. Contribution/value-add: As stated above, this study focused on assessing the importance of spectators with regard to soccer clubs in South Africa from a management perspective, which could be utilised to gain competitive advantage.

The need for an integrated use of the tools of territorial marketing and branding at the regional and municipal levels of government (for example, the Republic of Bashkortostan)

In this article, on the example of the districts of the Republic of Bashkortostan, the need for a comprehensive use of marketing and branding tools at the municipal level is actualized. The marketing approach in municipal management is considered as one of the effective mechanisms in increasing the investment and tourist attractiveness of depressed territories. Designated foreign and domestic experience in the field of territorial marketing and branding. The problems and prospects of applying the tools of territorial marketing and branding in relation to the Uchalinsky municipal district – one of the south-eastern regions of the Republic of Bashkortostan – are analyzed in detail. The conclusion is made about the need to diversify the economy of the region and the feasibility of developing a comprehensive program – the “Marketing Concept of Uchaly District of the Republic of Bashkortostan”, aimed at increasing its investment attractiveness and competitiveness. A number of territorial brands for the Uchalinsky district of the Republic of Belarus are proposed – “Uchalinskaya Jasper”, “Uchalinsk Gold”, “Uchalinsky Silver”, “Uchalinsky Kumys” and others. The necessity of introducing in the Department of Economic Development, Investments and Entrepreneurship of the District Administration additional staff units of specialists in the field of territorial marketing and branding, which would supervise more clearly the issues of patenting, branding of local products, is substantiated. As a result of the study, the authors prove the necessity of organizing in the future in the Republic of Bashkortostan a tourism and recreation zone with a preferential taxation for subjects of ethnic business, including agricultural and ethnic tourism, primarily in the south-eastern regions. It was concluded that the integrated application of the marketing approach in the regional and municipal management will contribute to increasing the investment and tourist attractiveness of rural areas, more efficient development of the rural economy, growth of employment, incomes and quality of life of villagers.

호텔고객이 지각한 관계편익이 고객만족과 고객시민행동에 미치는 영향

The purpose of this study is to investigate the effect of the relational benefits of hotel companies on customer satisfaction and customer citizenship behavior. Customer satisfaction is improved through the provision of related benefits. This customer satisfaction increases the level of customer citizenship behavior. Customers seeking customer citizenship behavior do not want formal rewards In other words, pursuing non-role-related behavior and seeking to improve the relationship with the hotel company. Therefore, the hotel company can easily construct the relation marketing by providing various convenience and fashionable benefitsAs the dynamics of the environment increase, hotel companies should provide customers with good relations. This can lead to a competitive advantage. Therefore, this study surveyed customers who experienced hotel. Research shows that economic benefits do not affect customer satisfaction. Also, social benefits, psychological benefits, and customer benefits were found to be influential. Relational benefits have also been found to affect customer citizenship behavior Finally, customer satisfaction has been found to affect customer citizenship behavior. This study suggests that hotel companies can offer customers more granular benefits and survive in a highly competitive environment

Involvement in consumer-generated advertising

PurposeThe purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.Design/methodology/approachGrounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.FindingsInvolvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.Practical implicationsCoffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.Originality/valueThis study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

RESEARCH ON THE MARKETING AND PUBLIC RELATIONS EFFECT AND SPORT EVENT SATISFACTION OF THE TAIPEI 2017 UNIVERSIADE

The purpose of this study is to investigate the spectators’ marketing and public relations and sport event satisfaction with their participation in the Taipei 2017 Universiade. Meanwhile, based on the comparison of different personal background variables, this study compares the attractiveness and satisfaction of the spectators’ marketing and public relations recognition, marketing and public relations attitude, event planning and sport event services. A random sampling method is adopted in this study. Among spectators, university students of the Taipei 2017 Universiade are selected. A total of 700 questionnaires are distributed and 680 valid questionnaires are collected. The effective recovery rate is 97.14%. The research tool of this study is “Satisfaction scale of marketing and public relations effect and sport event satisfaction of the Taipei 2017 Universiade”. This study uses statistical methods such as descriptive statistics, independent sample t-tests, and so forth. The results of this study are: (1) In the Taipei 2017 Universiade, spectators have the highest attractiveness with “Internet” in “media tools” of marketing and public relations recognition, followed by the factor of “TV”; (2) In “marketing and public relations attitude” of the Taipei 2017 Universiade, “marketing and public relations present efforts and earnest of Taiwan” ranks the highest, followed by “marketing and public relations are impressed”; (3) In “sport event services” of the Taipei 2017 Universiade, “auditorium” ranks the highest, followed by “broadcast notification”; (4) There is no significant difference in the attractiveness and satisfaction among spectators with different personal background for “marketing and public relations recognition”, “marketing and public relations attitude”, and “sport event services” in the Taipei 2017 Universiade. Article visualizations: