Relationship Marketing Perspective Research Articles

Drivers of geographical indication food supply chain performance: a B2B network perspective

Purpose This study aims to examine the role relational dynamics, grounded in the theories of social exchange and social capital, play within the context of geographic indication (GI) food supply chain network (FSCN) performance. Design/methodology/approach A total of 30 qualitative interviews were undertaken with key informant stakeholders across a variety of organizations within Turkish GI FSCNs. An open, axial and selective grounded theory coding process was used for the analysis, teasing out critical themes that underpinned the conceptual framework. Findings The findings identify the formal and informal mechanisms which govern GI FSCNs. These two forms of governance mechanisms influence network performance, which was found to comprise logistics, production, business and socio-economic performance dimensions. Transparency, GI traceability, trust and psychological contract violations were found to mediate the link between governance and network performance outcomes. Originality/value To the best of the authors’ knowledge, this study is the first to explore GI FSCNs from the perspective of relationship marketing and through the lens of social exchange and social capital theory. Accordingly, both academics and practitioners can benefit from the study, as it unveils relevant relational factors underpinning such networks.

Enhancing Customer Retention within Malaysia Banking: Exploring the Impact of Relationship Marketing, Service Quality, Price, and Mediating Role of Satisfaction

The value of Customer Retention as the primary goal is to cultivate a loyal customer base that continually generates revenue through repeat transactions. The merger undertaken by the bank has resulted in a more extensive customer base, affording the opportunity for cross-selling various financial products. It is noteworthy that the performance of banks exhibited fluctuations. Remarkably, smaller banks can outperform their larger counterparts. As a result, this study aims to explore the strategies that enhance customer satisfaction by nurturing customer relationships through the perspective of Relationship Marketing. The establishment of long-term relationships emerges as a pivotal approach for banks to deliver quality services, encompassing both human and non-human interaction. Satisfaction plays a mediating role in achieving customers’ expectations in addition of the pricing strategy employed by banks, particularly the interest rates extended to customers. To obtain empirical insights, quantitative research is being conducted. Questionnaires have been distributed to customers selected at random from three distinct areas in Perak state. A total of 129 questionnaires were gathered and analyzed with SmartPLS. The outcomes were positive and supported relationship between relationship marketing and service quality in promoting retaining customer, with the two variables being mediated by satisfaction. Despite that, the linkage of pricing strategies and Customer Retention is not substantiated, and no mediation through customer satisfaction is observed. This implies that customers may be highly inclined to switch if being offered more competitive pricing. For future investigations, in the banking performance, are encouraged to explore the perspective of banks’ operation cost and management expenses.

Airline environmental sustainability actions and CSR impact on customer behavior

Sustainability and Corporate Social Responsibility (CSR) are growing concerns among passengers and airlines. However, the communication of such actions by airline companies is underexplored. Accordingly, this study aims to analyze airlines' CSR and Environmental Sustainability Actions (ESA) communications' impact on customer loyalty, through a Relationship Marketing (RM) perspective. Following a text-mining approach, 6181 Facebook comments were collected. A word frequency matrix was created from the collected data and used as input for PLS-SEM to test raised hypotheses. Results suggest that communication based on ESA and CSR positively affects behavioral loyalty and commitment. RM moderated ESA's communication impact on customer loyalty but not on the relationship between CSR communication and loyalty. These findings suggest that communicating environmental efforts positively affects customer loyalty, providing airline managers with valuable insights that should be considered within communication strategies to enhance return and customer retention.

The Effects of Relational Bonds on Purchasing Intention in the Live Streaming Context: The Moderating Role of Platform Type

Live streaming commerce has attracted wide attention as a new online marketing method. However, it is not clear how the relationship between merchants and customers affects consumers’ purchase intention. Based on SOR theory, we propose a theoretical model to explore the relationship between relational bonds, perceived value and purchase intention. In addition, we also explored the moderating role of live streaming platform types (ELP/SLP). Empirical results (N = 490) reveal that relational bonds increased purchase intention. Perceived utilitarian value plays a positive mediating role in the impact of financial bonds and structural bonds on purchase intention, and perceived hedonic value plays a positive mediating role in the impact of social bonds and structural bonds on purchase intention. ELP enhanced the relationship between structural bonds, perceived utilitarian value and purchase intention. SLP enhanced the relationship between social bonds, perceived hedonic value and purchase intention. This research may help live streaming commerce practitioners to understand and promote consumers’ purchase intention from the perspective of relationship marketing.

Determinants of open government data usage: Integrating trust theory and social cognitive theory

In the context of the digital economy, the potential values of open government data (OGD) need to be fully unlocked. It is necessary to investigate the key factors influencing citizens' intention to use OGD websites. Based on trust theory and social cognitive theory, we incorporated privacy concern into the theoretical model and integrated the perspective of relationship marketing to construct a comprehensive framework. Drawing on survey data from 225 respondents in China, we used partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test data. The SEM results indicate that trust, affect, and privacy concern are significant for usage intention toward OGD websites. Those factors are predicted by economic, social, and structural bonds as well as outcome expectation and self-efficiency, respectively. FsQCA explored the configuration solutions leading to high behavioral intention (hBI) and non-behavioral intention (∼BI) to use OGD websites, providing theoretical and practical implications for policymakers and practitioners regarding how to enhance the usage of OGD websites.

A relationship marketing perspective on delight, its antecedents and outcomes in a banking context

PurposeThis study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the moderating effect of trust on these relationships.Design/methodology/approachUsing convenience and purposive sampling methods, data collection was secured from 350 customers in the retail banking industry who are delighted with their banks.FindingsThis study found that for delightful experiences to occur, customers need to be surprised and see value in the product/service offered by the retail bank, coupled with the expertise of employees in delivering the service.Research limitations/implicationsThe sample’s demographic profile was mostly skewed towards the younger generation (individuals 20–39 years of ages), meaning the results could be biased towards this group.Practical implicationsRetail banks need to create delightful experiences, as they are more memorable and leave a permanent mark in customers’ minds.Originality/valueLimited studies have explored the relationship between delight, its antecedents and outcomes in a developing African market context, such as Botswana, hence the contribution of this study to literature.

The Impact of Celebrity Endorsement on Followers’ Impulse Purchasing

Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement.

Factors affecting the success of marketing in higher education: a relationship marketing perspective

ABSTRACT The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study suggest that education providers’ (EPs) service-oriented behaviours, trust, commitment and their infrastructure enhance student satisfaction and loyalty in tertiary educational institutions. The study suggests that higher education providers (HEPs) should commit themselves to customer-centric service-oriented tactics and actions, and must earn customers’ trust and build loyalty from their marketing practices. Based on the research findings, a conceptual model of relationship marketing in higher education is proposed. The current study contributes to marketing theory by reviewing and summarizing the key drivers of relationship marketing and discussing their applications in the formal tertiary education sector. The study also provides suggestions to tertiary education marketers in terms of priorities for developing and maintaining profitable customer relationships in this changing world and offers an agenda for future research.

Staffing Considerations and International Trade Fairs for Korean SME Exporters and Innovators

There is a dearth of literature on international trade fair (ITF) staffing functions from the perspective of the exhibitor, and on firm-level internationalization and innovation-related activity within the ITF environment. This research explores specific ITF staffing considerations and their linkages with a number of measures related to firm-level internationalization strategies, relationship building, and innovative activity. A relationship marketing perspective and two research questions are deployed. Results are based on quantitative analyses of firm-level data on smalland-medium-sized (SME) Korean advanced machine tool manufacturers. Results indicate that firms staffed with senior management place more emphasis on meetings with overseas agents and on market information gathering. Firms staffed with technicians emphasize benchmarking activity. The presence of engineers emerges as vital to the setting of clear goals for ITF attendance. Engineers fill even more pivotal roles in the use of ITFs for establishing relationships with potential buyers, for information gathering on them, and for innovative activity. SMEs in technologically advanced sectors and those seeking to expand their export horizons should diversify and enhance their ITF staffing, namely by including more engineers and technicians in conjunction with upper management. They should also move beyond a sales-only motivation and make sure that cross-training helps to better prepare all staff for functions outside of their general job descriptions. Findings may have a direct bearing on Korean firms given the context surrounding the industry, and on (East) Asian firms in particular given an organizational preference to staff with lower-level management and sales personnel.

A multi-stakeholder perspective of relationship marketing in higher education institutions

ABSTRACT This study discusses a robust narrative of the relationship between higher education and the stakeholders in the digital era. It proposes an integrated higher education marketing framework using the Cue-Utilization approach with perceived situational appropriateness as the frame of reference. A multi-stakeholder perspective is explored using semi-structured in-depth interviews with India, the UK, Nigeria, and UAE participants. The study’s findings indicate that relationship quality associated with relationship marketing is critical for student engagement. The results further validate the cues that are the surrogate indicators of high relationship quality in an ecosystem of higher education. It illustrates through a framework the factors affecting relationship marketing and their role in enhancing stakeholder engagement. Digitization adds another layer of complexity in relationships and relationship marketing for higher education in the given context. Therefore, nurturing relationships and increasing digital scalability can constitute the most relevant factors for advanced higher education marketing.

Value of corporate social responsibility for multiple stakeholders and social impact – Relationship marketing perspective

Despite extensive corporate social responsibility (CSR) literature most of research has examined corporate performance as its only outcome. We aim to fill this gap by assessing companies' perceptions of their CSR activities’ benefits for society and specific stakeholders. We discuss societal trends such as diversity and inclusion embedded in employee-focused CSR conceptualization as a prerequisite for the perception of CSR’s societal impact. We bring together CSR and relationship marketing theories to test a conceptual model on a sample of 411 business-to-business (B2B) companies. The results confirm a positive relationship between employee-oriented CSR and the perceived usefulness of CSR actions for society, customers and employees (but not suppliers). In order to maximize relationship quality, CSR activities should be targeted at specific stakeholders (customers and employees) and not at society at large. Finally, differences are observed between SMEs and large B2B firms with opposite perceptions of antecedents and outcomes of relationship quality.

Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty and purchase intentions: a serial mediation model

ABSTRACT Organizations are actively involved in relationship marketing (RM) activities to strengthen their connections with customers. The current study discusses the multidimensional constructs of relationship marketing and its influence on customers’ brand attachment in the hotel sector, taking into account the sequential mediation of attitudinal loyalty and behavioral loyalty between relationship marketing and purchase intention constructs. In order to collect the research data, we distributed questionnaires among 304 hotel customers and used SEM technique to analyze the hypotheses. The findings revealed that four dimensions of relationship marketing played a critical role in improving customers’ brand attachment. Furthermore, brand attachment has a significant and positive impact on behavioral loyalty and attitudinal loyalty. In addition, brand attachment, attitudinal loyalty, and behavioral loyalty have proved as significant serial mediators between the linkage of relationship marketing and purchase intentions. We also discussed the study’s theoretical and managerial implications.

The influence of trust and relationship commitment to vloggers on viewers' purchase intention

PurposeThis study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.Design/methodology/approachThe study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.FindingsThe findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.Originality/valueThe study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

Sustainable Development of Online Group-Buying Websites: An Integrated Perspective of ECM and Relationship Marketing

Online group buying (OGB) is a unique, innovative, and interesting online business model that seems to have a bright future. However, many group buying websites (GBWs) have not stood the test of time. Different from traditional e-commerce websites, GBWs create a rich value experience for consumers, but no research has explored how these benefits help GBWs achieve sustainable development. In this study, the expectation confirmation model (ECM) and relationship marketing are integrated to explore how these multi-dimensional perceived values influence relationship quality (satisfaction and relationship commitment) and ultimately shape loyalty (continuous intention and positive electronic word of mouth (eWOM)). The research model and hypotheses are empirically tested with 278 valid responses using partial least squares-structural equation modeling (PLS-SEM). The results show that satisfaction (SAT) and relationship commitment (RC) are primary antecedents of continuous intention (CI) and positive eWOM (PE). We found interesting differences in the effects of multi-dimensional perceived values on relationship quality and loyalty. Hedonic value can help GBWs improve relationship quality and directly promote the spread of PE, thus attracting new users. Utilitarian value can only increase satisfaction and directly affect CI, helping GBW retain existing users. Social value cannot improve user satisfaction, but it can help GBW develop long-term emotional connections with users and indirectly shape user loyalty. Finally, the implication, limitations, and future research directions are described.

Moderation effect of client special treatment benefits on the relationship between logistics inte-gration and logistics performance in the logistics services providers’ context

In the face of global competition and the coronavirus disease-19 (COVID-19) pandemic, the logistics service providers (LSPs) are facing severe challenges to attain their logistics performance indicators. To continue in such a market place, LSPs need to maintain a dedicated integration relationship with their clients by enhancing client special treatment benefits. The aim of this study is to apply the relational view (RV) theory and the relationship marketing (RM) perspective to examine the moderation effect of special treatment benefits on the link between logistics integration and LSPs’ logistics performance (i.e., cost leadership and customer services innovation). Data was collected from 214 Malaysian LSPs, and analysed using partial least squares-structural equation modelling (PLS-SEM). Although the results show that logistics integration has a strong impact on both performances, further analysis shows that a high level of logistics integration has an association with high levels of special treatment benefits (moderating effect), in turn, maintaining performance at a high level. The exploring of the moderation effect of special treatment benefits contributes to the RV theory by incorporating the RM to reflect the moderation effect. Additionally, the study contributes empirically to the field of strategy and RM within the LSPs’ industry. Finally, the findings enable LSPs to better allocate resources to ensure more effective value-based strategies that emphasise on client special treatment benefits to develop financial confidence and maintain long-term dedicated relationships, so as to achieve the target outcomes.

Perception of the Discourse of Advertising Logos by Consumers of Mass Products: Case of Soft Drinks in Congo-Brazzaville

Anchored in a perspective of relationship marketing, this article analyzes the perception of the discourse of advertising logos by consumers of soft drinks. Through a study carried out on 297 students, the article highlighted the fact that perception varies separately by level of education, gender, age, or a combination of both gender and level of education.

Assessing the Relevance of Green Banking Practice on Bank Loyalty: The Mediating Effect of Green Image and Bank Trust

Studies that examine green banking practice from the relationship marketing perspective are limited. Bearing in mind the importance of loyalty to managers in the banking industry, and the increase in the call for greater sustainability performance from banking firms by customers, our study explore customers’ perception on green banking practice and its effect on bank loyalty. It also investigates the mediating effect of green image and bank trust in the relationship between green banking practice and bank loyalty. Through a quantitative survey, data for this study was adopted from 551 customers of the retail banking sector in North Cyprus. The structural equation modeling technique was used to test the relationship between the study variables. Results from the structural equation modeling analysis conducted indicated a direct and significant influence of green banking practice on green image, bank trust, and bank loyalty. Green image significantly affects bank trust and bank loyalty. No significant relationship exist between bank trust and bank loyalty. Green image mediates the relationship between green banking practice and bank loyalty, while bank trust does not mediate the relationship between green banking practice and bank loyalty.

Information privacy concern and deception in online retailing

PurposePrevious studies have attempted to address online uncertainties from the relationship marketing perspective. The purpose of this paper is to argue that the integration of media richness theory (MRT) and cognitive fit theory (CFT) can contribute a new perspective in addressing consumers’ transaction-specific uncertainties in online retailing.Design/methodology/approachOn the basis of MRT and CFT, a research model was developed by correlating online channel media richness (OCMR), online–offline information integration (OOII), information privacy concern, perceived deception and online loyalty. The model was empirically examined based on survey data collected from 258 multi-channel consumers in China.FindingsAn analysis of structural equation model showed that OCMR is negatively associated with information privacy concern and perceived deception but is not significant to online loyalty. Information privacy concern has a negative influence on online loyalty, but the effect of perceived deception is not significant. Moreover, information privacy concern is positively related to perceived deception. The OOII strengthens the influence of OCMR but not the moderating effect of integrated promotion, product and price information on the relationship between OCMR and online loyalty.Originality/valueThis study contributes to the extant literature on online retailing by examining the effect of OCMR on online transaction uncertainties. Information integrity in the form of OOII was proposed to complement OCMR. Results have shown that OCMR is significant in reducing online uncertainties, and OOII strengthens this effect, thereby enhancing online loyalty.

Cross-functional interconnectedness as an enabler of customer value

PurposeThe purpose of this study is to analyze the processes of interconnectedness in cross-functional relationships involved in customer value enabling.Design/methodology/approachIn total, 20 in-depth interviews were conducted in three Brazilian companies from different industries. The critical incident technique was used for data collection and analysis. Content analysis was used to characterize the critical incidents within functional area networks.FindingsSix main critical incidents were identified within the studied relationships: process, urgency, lack of trust, capacity and demand imbalance, motivation and challenge. The results show situations in which the collaborative behavior of the actors generates customer value facilitation.Research limitations/implicationsThe firms studied are small and medium, located in an emerging economy and are resource-constrained. Further research could be performed in organizations in other countries with different sizes and resources. Future studies could also include customers within the analyzed functional networks to evaluate value-in-use behavior.Practical implicationsProcess, as a critical incident, may be composed of several elements that could affect the processes of value creation. Moreover, the adjustment between production capacity and demand should focus on avoiding propagation of functional problems through the processes. This focus may facilitate spontaneous community behavior and customer knowledge renewal.Originality/valueThis paper generates new qualitative bases to characterize the interconnectedness within functional networks within the perspective of relationship marketing. The study of the internal functions and processes revealed several particularities that are not evidenced in the extant literature, which is concentrated in relationships among companies. The quality of the relationship among the members of a functional network may affect the effectiveness of the promises of customer value, more specifically in value enabling.

Modeling the Relationship between University Brand Image and Alumni Loyalty Using a Partial Least Squares-Structural Equation Model (PLS-SEM) Approach

In today’s competitive business world, marketing is critically important to universities in positioning a product to attract the interest of its clients, which are the prospective students. As for public universities such as University Teknologi Mara (UiTM), the key to survive the increasing competition and financial difficulties is through their alumni loyalty. The purpose of this study is to determine the factors that affects the Alumni Loyalty towards UiTM. This study tests a model derived from a relationship marketing perspective to investigate the effects of components of University Brand Image which are Academic System, Reputation, Employability, Shared Values and Social Network on the Alumni Loyalty towards UiTM. Based on the literature review, a theoretical model is proposed and tested through Partial Least Square - Structural Equations Modelling (PLS-SEM) using a sample of 815 UiTM alumni. The results reveal that the significant factors that affect Alumni Loyalty are Reputation, Employability and Shared Values. In addition, the results highlight that Academic System do not affect Alumni Loyalty directly but rather indirectly through the mediation of Satisfaction. Overall, Academic System, Reputation, Employability and Shared Values are important in explaining the variance of Alumni Loyalty. University should be careful about the quality of the course offered and methods of delivery by the academicians since the implication of an Academic System is significant toward the loyalty of alumni.