Marketing Relations Research Articles

Special Employment Centres, Time Factor and Sustainable Human Resources Management in Spanish Hotel Industry: Can Corporate Social Marketing Improve the Labour Situation of People with Disabilities?

Background: Low-quality jobs, long working hours and difficult scheduling of hours have been usually reported in the hotel industry. The situation is more difficult for people with disabilities (PWD), even more in the COVID-19 crisis, especially in terms of labour inclusion (due to the labour discrimination usually suffered by this collective). Thus, Special Employment Centres (SEC) have been created in Spain to spread protected employment of PWD. Although they are improving the situation in the short term, the long-term impact developing sustainable employment is not clear. The objective of this paper is to analyze the Spanish situation, the possible differences between sheltered employment and the ordinary labour market, how SEC could be improving (or not) their labour situation in the hotel sector in the long term, and the potential of incorporating Corporate Social Marketing to overcome the problem. Methods: A content bibliographic analysis has been carried out according to the latest research about this topic, using a ProKnow-C methodology. Results: There seems to be two different groups of papers (supply and demand sides), being the supply side one (focused on HR practices about PWD inclusion and managers’ perceptions of workers with disabilities) more related to our research objective. Furthermore, few articles were found about SEC and Corporate Social Marketing in relation to this topic, highlighting the originality of this research approach. Conclusions: According to our bibliographic portfolio, the presence of labour discrimination in the regular market is more evident; and, in the long term, two opposite situations could be happening simultaneously: (a) SEC would be reinforcing the social stigma, hindering the labour situation of PWD; (b) SEC could be changing the social perspectives of clients and all society in a positive manner. Therefore, it would be necessary to go in-depth into the present subject, from an academic but also practical perspective, incorporating an innovative Corporate Social Marketing approach in order to shed new light on this issue and improving effective sustainable employment of PWD.

MARKETING DIGITAL E ADMINISTRAÇÃO PÚBLICA: AS MÍDIAS SOCIAIS COMO INSTRUMENTO DE PARTICIPAÇÃO SOCIAL E ACCOUNTABILITY

This study aims to understand the relationship of non-commercial Digital Marketing in Public Administration and the promotion of social participation in public management through social media. Despite the federal legislation establishing mechanisms for the participation of the population, such as consultations and public hearings, social media is gaining more and more space in our lives as a tool for communication, debate and exchange. Marketing 4.0 integrates offline and online, highlighting the importance of user participation during the development process of a particular product or service, which directs us to participatory public management and the development of more efficient and effective public policies . However, even though the use of social media as a tool for social participation and engagement in political discussions is growing, it cannot be confirmed whether this participation actually influences the development of public and social policies. To understand this relationship, a bibliographic review was carried out, complemented with a documentary research with the objective of discussing the theme.

Evaluation of Seaport Service Quality in Tanzania: From the Dar es Salaam Seaport Perspective

Many countries rely heavily on seaports to promote their well-being and economy. Unreliability of seaport services can considerably impact cargo owners, seaport customers and shipping lines resulting to their dissatisfaction. This study aimed to evaluate service quality of Tanzanian seaports considering Dar es Salaam seaport as a study area. The study discovered the negative gap on the service quality after evaluating seaport user’s perceptions and expectations of delivered seaport services, meanwhile the service quality of Dar es Salaam seaport is poor. Opinions of seaport user’s concerning seaport service quality were computed based on the SERVQUAL model which developed by Parasuraman by considering the essential measurements of Tangibility, Empathy, Reliability, Assurance and Responsiveness. Senior administrators and managers employed in numerous shipping lines in Tanzania were interviewed to check the model validity, then 314 members of Tanzania shipping and logistics associations were engaged in a study survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to validate the seaport service quality measurements and to observe their association with satisfaction of seaport customers using Amos Graphics software version 26. It found that seaport service quality is a five-measure construct; responsiveness was significantly influence customer satisfaction while empathy and assurance could insignificantly influence customer satisfaction. Reliability was found significantly to cause customer dissatisfaction and tangibility was insignificantly to cause customer dissatisfaction. Academically, this research donates to management practice as seaport administrators, managers and executives can utilize the seaport service quality measurements to evaluate their customer’s satisfaction and defending for seaport service quality investments as a relational marketing strategy.

Relational Marketing Model with Determinants of Service Quality and Pricing in Creating Customer Loyalty (Case Study of Seaweed Farmer Glacillaria sp in Brebes Regency-Central Java)

This study aims to determine and analyze how much the contribution of service quality, pricing and relational marketing to the satisfaction and loyalty of glacillaria sp seaweed farmers in brebes district, central Java, or the services of their partners, plasma nucleus companies. The research method used is explanatory survey. Data was collected using a questionnaire, the time of data collection was cross-sectional. Data analysis using SEM. The survey identified a sample of 180 samples. The results showed that service quality, pricing and relational marketing contributed significantly to the satisfaction and loyalty of seaweed farmers. Keyword: Relational Marketing Model, Service Quality, Pricing; Loyalty

The Influence of E-Service Quality and Relational Marketing on E-Satisfaction in Using Mobile Banking through User Experience at Bank Syariah Mandiri Medan Petisah Branch Office

Sharia banking is a banking system developed according to the Islamic sharia Bank Syariah Mandiri as a sharia bank in Indonesia which applies this system among conventional banks which appear in large numbers. The objective of the research is to analyze the influence e-service quality and relational marketing on e-satisfaction in using mobile banking through user experience. The research uses quantitative research method associative approach which aim to find out the correlation between two or more variables. The data is gathered by using structured questionnaires with 5 points of interval scale. The population is 1.475 clients who uses mobile banking of Mandiri Syariah Mobile and 315 of them are taken as the samples by using Slovin formula and simple random sampling technique. The gathered data are analyzed by using statistic method with SEM Smart PLS. The result of the research shows that e-service quality and relational marketing has a positive but insignificant influence on e-satisfaction. User experience has a positive and significant influence on e-satisfaction. E-service quality and relational marketing has a positive and significant influence on user experience. E-service quality and relational marketing has a positive and significant influence on e-satisfaction through user experience. Keywords: E-service quality, Relational marketing, E-satisfaction, User experience.

Experiential marketing as an effective tool for promoting tourist services

The problems of the formation of a promising marketing concept – the experiential marketing, which was developed in the context of the formation of an economy of experiences, are examined.The transformation of the classic marketing mix into the 9P model is reflected as part of the concept of experiential marketing. The relationship of experiential marketing and brand is shown, the ability of the brand to influence the creation of impression is noted.It is shown that the use of experiential marketing can be considered not only in the context of promoting consumer brands, but also for promoting tourist territories. The impressions of the territory of residence will arouse emotions in the consumer, causing empirical experiences, will determine its success in conditions of high competition.

ANALYZING SUSTAINABLE RELATIONSHIP WITH CUSTOMERS USING A STRATEGIC COMMUNICATION MODEL, A 360 DEGREES CUSTOMER VIEW AND MATHEMATICAL SIMULATION

Modeling and mathematical simulation are used in every field. To obtain improvement of relationship with customers is also used modeling. Relational marketing is not a choice, is a demand. The customers, which are emotionally related with the organization, will have more trust into it and will develop a strong commitment and a sustainable relationship, if the organization is more involved in keeping a positive and strong relationship with its customers and determine their value. The goal of this study is to bring in discussion the role and the importance of relationship with customers based on sustainable communication, customers being the main source of profit and value on long term for any company. To obtain this, was implemented a model of simulation and strategic communication, analysed through the prism of customers’ 360 degrees. Data were gathered from 100 customers and the results showed a strog relationship based on communication with its customers and the important role of employees in this relationship; the new technologies used in relationship with the customers, according to the literature, have a crucial role in attracting, retaining and growing the number of customers, but this study shows that is used at a very reduced level in the analysed organization. Mathematical simulation played an important role in discovering the right way through the maze of the new products and information present into the analysed supermarket based on continuous communication and relationship.

Implementation Strategy of Digital Marketing Tourism Bus Rental Satisfaction in the New Era of Normality

Purpose of study to find out and describe the attitudes and responses of businessman regarding the PO Juragan 99 tourism bus rental business in the new era of normality, to find out and describe the related digital marketing strategies in the PO Juragan 99 tourism bus rental and to find out and describe the extent of the implications of the digital marketing strategy on bus rental PO Juragan 99 in the new era of normality to achieve customer satisfaction This study uses a qualitative method. The qualitative method by Miles which consists of three streams of activity occurring simultaneously, which includes data reduction, data presentation, and drawing conclusions or verification used in this study. Primary data is the main data or base used in this reasearch. The main data obtained from this research is primary data because it is directly from the respondent's data. Data taken from interviews, observation and documentation. Data analysis was performed using 4 (four) stages, namely data collection, data reduction, data presentation and conclusion drawing. The output produced in this study is a journal. Theoretically, the results of this research will add to the repertoire of knowledge, especially in the field of developing digital marketing strategies for businessman.

The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java

The purpose of this study is to analyze the relationship of digital marketing to online purchasing decisions, Influencer Marketing to online purchasing decisions, electronic word of mouth (eWOM) to online purchasing decisions on consumers of private university students in Bandung. A quantitative approach is used in this study. This study used an online questionnaire as a primary data collection tool. Data were analyzed using descriptive statistical analysis, and PLS-PM (Partial Least Square-Path Modeling) with SmartPLS 3.0 software. The analysis was carried out on two submodels, namely the measurement model or the outer model and the structural model (structural model) or the inner model. The outer model shows how the manifest variable represents the latent variable it measures, while the inner model shows the power of estimation between latent variables. Goodness of fit structural model in PLS analysis is in the form of predictive-relevance value (Q2), which is calculated based on the coefficient of determination (R2) of each endogenous variable. Objects that will be used as respondents in this study are consumers who use e-commerce, namely consumers of private university students in Bandung. The variables observed in this study were digital marketing, influencer marketing and e-WOM. The number of samples was 190 consumer respondents from private universities in Bandung, the sampling technique used was purposive sampling. The respondent's criteria is that they have transacted using e-commerce. Collecting data by distributing questionnaires conducted online through social media to respondents. The results of this study are digital marketing has a positive effect on online purchasing decisions, Influencer marketing has a positive effect on online purchasing decisions, Electronic Word of Mouth (eWOM) has a positive effect on online purchasing decisions.

The Role of Corporate Marketing Communications Management in Implementing Advertising Ethics and Standards

Australia’s advertising industry has dramatically improved during the last ten years, including the quality of ethical code, number of associations as advertising watchdog, creative ideas and the executions as well. Advertising agencies become vital as brands or companies start using their services not only to execute the advertising, but also to develop the whole campaign, such as using Public Relations approach. That’s what integrated marketing communication is all about: to elaborate advertising, Public Relations, sales promotion and direct marketing approach into a whole, integrated campaign. However, the implementation of the campaign is not as simple as it looks due to the complexity of the process. In this case, Smarties and its brand umbrella, Nestle Australia, has developed a massive national campaign called “Eight Colors of Fun”. It turns into a disaster when local communities and watchdog associations have complained its TV commercial

E-Service Quality and Relational Marketing Effect Satisfaction with Using Mobile Banking through User Experience in Mandiri Syariah Bank KCP Medan Petisah

Islamic banking is a banking system based on Islamic sharia (law). Indonesia, where part of the population is Muslim, provides ample room for the development of Islamic banks. The development of Islamic banking in Indonesia has become a benchmark for the existence of the Islamic economy. Bank SyariahMandiri as a sharia bank in Indonesia is implementing this system amid the proliferation of conventional banks. The purpose of this study was to analyze the effect of e-service quality and relationship marketing on e-satisfaction through user experience. The research instrument used was a structured questionnaire with a 5-point interval scale. The study population was 1475 people and with the Slovin formula obtained 315 samples in the study. Data that can be analyzed using descriptive and quantitative statistical methods with SEM Smart PLS. This study shows that the quality of e-service and relationship marketing has no significant effect on e-satisfaction. The e-service quality and relationship marketing has an effect on e-satisfaction through the user experience. Keywords: E-Service Quality, Relationship Marketing, E-Satisfaction And User Experience.

The Role of Peer Group - Emina Girl Gang Ambassador (Egga) - As A Public Relations Marketing Strategy in Building Emina Cosmetic’s Brand Image

The steadily increasing growth of the local cosmetics business sector in Indonesia has become a subject of attention for PT Paragon Technology and Innovation which is a cosmetics company that owns three main brands: Make Over, Wardah and Emina Cosmetic. In this study, the researcher intends to discuss in depth Emina of PT paragon through the best strategy to maintain a firm presence in the competitive business of local cosmetics. Certainly, Effective and creative strategies are. Without a doubt, needed so that the company can compete on attracting public attention, one of these strategies is the application of Emina Girl Gang Ambassador (EGGA) as a Public Relations Marketing strategy in the company. Through this study, the researcher intends to determine and analyze the role of Emina Girl Gang Ambassador in 7 Marketing Public Relations tools by Kotler and Keller. This study used a descriptive qualitative method with data collection techniques of semi-structured interviews and data reduction analysis techniques by Miles and Huberman. The results showed that Emina's brand from PT Paragon Technology and Innovation used 2 main tools from 7 points presented by Kotler and Keller, namely events and sponsors.

THE IMPROVE SMALL AND MEDIUM ENTERPRISES PERFORMANCE WITH HOLISTIC MARKETING MODELS

This study focuses on improving the performance of SMEs after using a holistic marketing model in their business. The unit of analysis in this research is UKM players who live in Bekasi, West Java. Hypothesis testing with path analysis and using SEM and Lisrel 8.80 software. This study produces a holistic marketing model that is effective, easy to understand and use to improve Small and Medium Enterprises in Indonesia. The results of this study prove that Relations Marketing has a positive and significant effect on the performance of SMEs, especially in building relationships with distributors. Integrated marketing has a negative and insignificant effect on the performance of SMEs, internal marketing has a positive but insignificant effect on the performance of SMEs, while Performance Marketing has a positive and significant effect on the performance of SMEs. Taken together, the holistic marketing model (relations marketing, integrated marketing, internal marketing, performance marketing) has a positive and significant effect on the performance of SMEs. The dominant variable affecting the performance of SMEs is Relations marketing.

Power Relationship Marketing dalam Bisnis

Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to under¬stand what motivates consumers to reduce their available market choices and engage in relational market behaviour by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behaviour literature to suggest that consumers engage in relational marker behaviour due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behaviour because they want to simplify their buying and consuming tasks, simple information processing, reduce perceived risky, and maintain competitive consistency and a state of psychological comfort. The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity; unless either consumers or mar¬keters abuse the mutual interdependence and cooperation. This article examines theoretical contributions to a comprehensive relationship marketing concept. In the modern marketing sciences, that interaction in networks of relationships constitutes both the essence of life itself and the essence of society. Marketing just applying the perspective of its own discipline and not properly considering the context within which marketing operates. The article offers an overview of the contributions to relationship marketing from traditional consumer goods marketing, services marketing, business marketing and base theory for research

Comunicação de Destinos Turísticos em Tempos de Pandemia

And suddenly, the world stopped. With it, tourism activity practically ceased, triggering an unprecedented crisis, after decades of continuous and exponential growth. Thus, this article aims to analyze the reactions of the tourism industry to this economic and social bump, both from a technological and communicational point of view, analyzing relational marketing campaigns in different tourist destinations and the technological resources available to organizations and companies in the sector. To this end, a comparative analysis of the different communication strategies was carried out, as well as an inventory of technological and / or digital solutions to face the crisis, namely in the role of the internet, the technologies of the 4th industrial revolution, the “social software” and the 5G networks, opening a discussion about the future of the sector and the new communication challenges of the tourism industry.

It's Not the Flu: Popular Perceptions of the Impact of COVID-19 in the U.S.

Messaging from U.S. authorities about COVID-19 has been widely divergent. This research aims to clarify popular perceptions of the COVID-19 threat and its effects on victims. In four studies with over 4,100 U.S. participants, we consistently found that people perceive the threat of COVID-19 to be substantially greater than that of several other causes of death to which it has recently been compared, including the seasonal flu and automobile accidents. Participants were less willing to help COVID-19 victims, who they considered riskier to help, more contaminated, and more responsible for their condition. Additionally, politics and demographic factors predicted attitudes about victims of COVID-19 above and beyond moral values; whereas attitudes about the other kinds of victims were primarily predicted by moral values. The results indicate that people perceive COVID-19 as an exceptionally severe disease threat, and despite prosocial inclinations, do not feel safe offering assistance to COVID-19 sufferers. This research has urgent applied significance: the findings are relevant to public health efforts and related marketing campaigns working to address extended damage to society and the economy from the pandemic. In particular, efforts to educate the public about the health impacts of COVID-19, encourage compliance with testing protocols and contact tracing, and support safe, prosocial decision-making and risk assessment, will all benefit from awareness of these findings. The results also suggest approaches, such as engaging people's stable values rather than their politicized perspectives on COVID-19, that may reduce stigma and promote cooperation in response to pandemic threats.

Marketing to the foodshed: Why do farmers participate in local food systems?

The concept of embeddedness has long been central to theory about why farmers participate in local food systems. Yet few survey-based studies, and none using a representative sample of farmers who both do and do not market local food, have systematically examined the relationship of local food marketing to farmers’ sense of connection to and responsibility for larger human and ecological communities. In this paper, we address this gap in the literature by drawing on stratified, random sample survey data on 698 specialty crop growers in Michigan and Ohio. Two main findings emerge from our study. First, farmers who prioritize civic engagement and community institutions were more likely to market food through CSA, direct-to-institution and farm-to-table partnerships, and intermediaries like food hubs. Many were also earning revenue from on-farm sales, farmers markets, and mainstream sources. Results of analysis clearly show, however, that it is CSA and intermediated local supply chains that hold special appeal for, or are particularly well suited to, farmers who make farm decisions with the larger community in mind. This finding suggests that diversified, robust local food systems may provide strong support for farmers who are especially committed to making a positive impact on local politics and civic life. Second, farmers with a relatively strong sense of environmental responsibility were generally not more likely to participate in local food systems. At a minimum, this finding lends credence to skepticism that local food farmers can be considered a priori more likely to adhere to organic, biodynamic, or other sustainable farming philosophies. At the same time, farmers who express a less productivist approach to farming were more likely to market local food in nearly every way. Productivism has historically been associated with heavy reliance on external inputs to manage pests and supply nutrients. Findings about productivism arguably constitute good reason to explore further the environmental aspects of local food systems, even in the absence of a clear relationship between environmental values and marketing local food.

The role of passengers’ involvement in cause related marketing: Moderated mediation effects of brand attitude and brand consciousness in the airline industry

Airline companies have implemented cause related marketing (CRM) to contribute to sustainable development and gain competitive advantage in the market providing identical services and products. This study thus aims to understand customers’ perception of airline CRM and its effect on their loyalty. Empirical research was conducted on data collected from 443 travelers on US-based full service airlines that participate in charitable donation and analyzed using the Statistical Program for the Social Sciences (SPSS)-based program, PROCESS. The results revealed brand attitude’s significant mediating role and brand consciousness’s moderating role in building customer loyalty. The identification of an important moderated mediating function by combining mediation of brand attitude with moderation of brand consciousness expands the Corporate Social Responsibility (CSR) research in the airline context. Moreover, this study suggests that airlines encourage passengers to being involved in CRM in order to benefit both the nonprofit organizations and the brand itself through building customer loyalty.

The power of brand nostalgia: Contrasting brand personality dimensions and consumer‐brand relationships of nostalgic and non‐nostalgic brands

AbstractIntegrating the theories of nostalgia, brand personality, and consumer‐brand relationships, this research examined the power of nostalgia in explaining brand personality dimensions and five relational constructs. Online survey data across two separate studies (n = 374 for both studies) with two different sets of nostalgic and non‐nostalgic brands was collected via Amazon MTurk with U.S. based participants to unravel relationships between constructs. The data analysis revealed that nostalgic brands received stronger ratings on the brand personality dimensions of sincerity, excitement, and competence in both studies. In other words, the nostalgic status of brands served as a differentiator to account for the strength of brand personality dimensions. Nostalgic brands also showed stronger brand attachment, self‐brand connections, separation distress, relationship quality, and brand engagement behaviors on social media rather than non‐nostalgic brands. These findings provide the utility of nostalgia as a marketing communication tactic that can enhance important brand‐related outcomes. Furthermore, the sincerity and excitement brand personality dimensions appeared to be important mediators to explain the link between the nostalgic status of brands and relational outcomes in both studies. Theoretically, this research advances our knowledge of the theoretical mechanism behind how the nostalgic status of brands elucidates consumer‐brand relationships by exploring the mediating role of perceived brand personality. Practically, the findings provide strategic insights into the power of channeling nostalgia in retro‐marketing campaigns by maintaining or emphasizing brand personality (e.g., sincerity, excitement, or competence), which leads to desired relational marketing outcomes.

Digital brand content: underlying nature and rationales of a hybrid marketing practice

ABSTRACT Brand content strategies have spread far and wide since the advent of digital media. Although they have only recently started to attract scholarly attention, studies have already examined them from various perspectives, including the consumer, the brand, the organization, and, more recently, a holistic perspective. Digital brand content (DBC) appears to be a multifaceted tactic that is simultaneously both customer- and product-centric. The purpose of our research is to get a detailed understanding of the hybrid nature of DBC by using the transactional and relational perspectives. Based on 20 interviews with experts, our study shows that a DBC strategy has both transactional and relational marketing managerial dimensions. In particular, our research revitalizes the question of whether the transactional marketing and the relational marketing perspectives continue to coexist inside organizations in the digital era.