Relationship Marketing Orientation Research Articles

Mediating effects of relationship marketing orientation and service quality orientation on policyholder retention in non-life insurance services

PurposeThis study explores the mediating effects of relationship marketing orientation (RMO) and service quality orientation (SQO) on market orientation, selling orientation, and policyholder retention in non-life insurance services. Additionally, it offers important recommendations for non-life insurers in Taiwan for policy development and improving policyholder retention.Design/methodology/approachData were collected from a sample of policyholders belonging to the top five non-life insurance companies in Taiwan. The data were then analyzed with structural equation modeling.FindingsRMO and SQO mediate the effects of the salesperson’s market orientation on policyholder retention. Thus, RMO and SQO are key factors influencing policyholder retention. Consequently, high levels of market orientation should be maintained to increase RMO and SQO, strengthening the retention rate of non-life insurance policyholders.Research limitations/implicationsThe main limitation of this study is its cross-sectional nature. In the future, researchers should collect data from other countries and service industries (e.g. banks, securities, and other financial institutions), expand to different insurance contexts (e.g. life insurance), and conduct longitudinal studies or experimental research.Practical implicationsThe results of this study can act as a guide for providers of non-life insurance services. Based on the research results, we recommend decision-makers pay increased attention to increasing policyholder retention rates by strengthening their firm’s RMO and SQO.Originality/valueFew studies have investigated the relationships among market orientation, selling orientation, RMO, SQO, and policyholder retention in non-life insurance services within Asian contexts in general and specifically in Taiwan. Thus, this study’s theoretical contributions, managerial implications (especially for decision-makers), and the proposed future research directions represent timely and valuable additions to the literature.

The Effect of Relationship Marketing on Long-Term Orientation to Strengthen the Competitiveness of One-Person Hair Shop: Mediating Effect of Customer Emotion Response

This study aims to establish a plan to revitalize the management of one-person hair shops by systematically researching relationship marketing as a way to strengthen the competitiveness of one-person hair shops and presenting it as basic data for marketing. For this study, a survey was conducted focusing on residents of the Seoul metropolitan area who have experience using or are using a one-person hair shop. The survey was conducted for about a month from January 15, 2023 to February 20, 2023, and 288 copies were used for statistical analysis. Frequency analysis, factor analysis, reliability analysis, regression analysis, and mediated regression analysis were performed using SPSS 25.0. As a result, it was confirmed that relationship marketing had a positive (+) effect on both customer emotional response and long-term orientation, and research on the mediating role of customer emotional response in the relationship between relationship marketing and long-term orientation showed that reliability and store image were completely mediated. Based on the results of this study, it was found that single-person hair shops need to not only make steady efforts to maintain consumers' long-term orientation by strengthening customer sentiment responses through differentiated relationship marketing, but also establish a system to manage customers systematically and efficiently. In-depth understanding of customers through customer emotional responses plays a major role in strengthening the competitiveness of One-person hair shops by maintaining positive relationships.

Relationship marketing orientation in healthcare organisations with the AHP. Internal and external customer perspective

Adopting the relationship marketing approach in health institutions and evaluating the weights of its dimensions will benefit the effectiveness of marketing strategies. This study aimed to determine the critical levels of relationship marketing orientation components in private health institutions using the analytical hierarchy process (AHP). In the study, relationship marketing orientation was evaluated according to six criteria in line with the opinions of five experts for employees and 20 people who previously benefited from health services for their customers. As a result, the criterion with the highest priority value was communication with 0.259, and the best health company A. Furthermore, the AHP method results were compared with TOPSIS, EDAS, and CODAS methods. In addition, the Spearman Correlation method was used to determine the correlation between the results.

Entrepreneurial e-equity crowdfunding platforms: antecedents of knowledge acquisition and innovation performance

PurposeThe crowdfunding concept and activities have recently been the focus of attention of many researchers and practitioners over different business contexts. However, there is a dearth of literature considering the main aspects of e-equity crowdfunding activities and their impact on the innovation performance for entrepreneurial business. Therefore, this study aims to explore how entrepreneurs' engagement in e-crowdfunding activities could enhance both knowledge acquisition and innovation performance.Design/methodology/approachThe conceptual model will be proposed based on three main theoretical perspectives: relationship marketing orientation (RMO); Kirzner's alertness theory; and the DeLone and McLean model of information systems. The data of the current study were collected using an online questionnaire from a sample of 500 entrepreneurs who have actively engaged in e-crowdfunding in Saudi Arabia.FindingsThe statistical results of structural equation modelling (SEM) approved the impacting role of RMO, entrepreneurial alertness, system quality and service quality on the entrepreneurs' engagement in e-equity crowdfunding, which in turn, predicts both knowledge acquisition and innovation performance.Research limitations/implicationsThere are several limitations which could be addressed in future studies, for example, this study has only considered one form of crowdfunding (equity based crowdfunding) and due to its nature these findings would not be easily generalized to other kinds of crowdfunding (i.e. donation-based crowdfunding; rewards-based crowdfunding; and debt-based crowdfunding). Future studies could consider these kinds of crowdfunding activities.Originality/valueThis study has contributed to the understanding of e-equity crowdfunding in several aspects. For example, this study presents results that assist both researchers and practitioners in the Middle East and Saudi Arabia to develop an in-depth knowledge of e-equity crowdfunding by considering new dimensions such as RMO and information system success factors.

Does the relationship marketing orientation of an entrepreneur support agency improve performance? Evidence from small- and medium-size enterprises in Malaysia.

Entrepreneur support agencies are highly important in the development of small-and medium-size businesses of entrepreneurs. There are a number of studies on support agencies, but studies on entrepreneurial performance from the perspective of a relationship marketing orientation (RMO) between support agencies and entrepreneurs are lacking. This study aimed to investigate the hypothesized relationships between the RMO of an entrepreneur support agency and the financial and nonfinancial performances of small- and medium-size entrepreneurs (SMEs). A total of 276 valid SMEs survey responses based on purposive sampling were collected and analyzed using partial least squares structural equation modeling (PLS-SEM). Findings indicate that trust and reciprocity are the significant factors to financial performance of SMEs. Meanwhile, trust, communication, empathy, and reciprocity indicate a significant positive relationship with nonfinancial performance of SMEs. To the best of the authors’ knowledge, this is the first study to provide an interesting avenue to understand the relationship between an entrepreneur support agency and entrepreneurs to work on synergistic relationship approaches in order to remain sustainable in the market. This study has also drawn specific implications for SMEs and government agencies for entrepreneur and policy planning to coordinate appropriate entrepreneurship development programs and strengthen the entrepreneurship ecosystem.

Till death do us part – customer commitment after negative publicity: the role of relational variables and cognitive dissonance

PurposeThe purpose of this study is to study the impact of relationship marketing orientation (RMO) and relationship quality on customers' commitment and pro-marketer behavior (positive word of mouth and external attribution) after negative brand publicity by using the combined lens of relationship marketing theory and the theory of cognitive dissonance.Design/methodology/approachA survey was conducted among banking customers in India using an online questionnaire. Data were analyzed using structural equation modeling and the bootstrapping procedure using the SPSS process macro.FindingsContrary to conventional wisdom, findings of this study suggest that RMO and relationship quality are positively correlated to commitment even after negative publicity. The path between RMO, relationship quality and pro-provider behavior is found to be mediated by commitment. This indirect path is moderated by customers' cognitive dissonance arising out of the negative publicity.Originality/valueThe study establishes the combined roles of RMO and relationship quality in pre-empting the detrimental effects of negative brand publicity. Further, it establishes interactions of cognitive dissonance with these relationship variables, thereby bringing together literature from relationship marketing theory and cognitive dissonance theory.

WOMEN'S ENTREPRENEURSHIP AND IMPLEMENTATION OF MARKET ORIENTATION MODEL TO IMPROVE BUSINESS PERFORMANCE OF SMES BATIK JAMBI

Investigating of market orientation relationships and business performance has been widely conducted, but the research related to the implementation of the market-business performance orientation model is still relatively rarely. A woman entrepreneur who accepts challenging roles to meet her personal needs and become economically independent is an important role in economic independence. The research aims to analyze how the role of women entrepreneurs in applying market orientation models to improve business performance in SMEs of Batik Jambi in Jambi City. The method used in this study is qualitative method. The results of this study found that SMEs batik Jambi is mostly owned and managed by women entrepreneurs. They have been market oriented and impacted on business performance. Orientation to consumers is a strength factor for women to run their business and they tend to be more responsive to what competitors do. This study found that women entrepreneurs have the ability to coordinate internally. This becomes an internal force for SMEs to improve business performance as well. Lack of the competence in tecnology and information is one of women deficiency that need to be develpo in order to gain competitive advantage among them.

Building Innovation Capabilities on Collaboration and Market Orientation for Improving Marketing Performance of Wood Furniture Craft

This research aims to test the direct influence of market orientation and innovation capabilities collaboration, with relationship marketing orientation and excellence as mediating variables, on the marketing performance of the micro industry of wood furniture handicrafts. The data was collected using questionnaires submitted by 242 people, and the analysis was carried out using SmartPLS software. The significant impact of collaborative innovation ability and relational marketing orientation on market orientation was shown to have no effect on competitive advantage. The innovation capabilities of collaborating are known to have no significant impact on marketing performance. Competitive advantage has a relationship with marketing performance, and relational marketing orientation has a significant impact on the ability of collaborative innovation. It was also found that relationship marketing orientation has a significant effect on marketing performance. This study is related to improving the marketing performance of the micro industry of wood furniture handicrafts, which has a limited scope, so the results of this study can't be generalized. It was also difficult to determine if there was any bias from the respondents. The marketing orientation of relationships and competitive advantages have contributed significantly to marketing performance. The wood furniture handicraft micro industry must improve collaboration capabilities with dealers and customers and use this as a strategic component to improve the marketing performance of the woodcraft industry. The novelty of this research is related to the capability of collaboration innovation, which is able to improve the marketing performance of small industries.

Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand

Business uncertainty due to the COVID-19 pandemic has brought financial and banking industries under stress. This study examines brand loyalty (BL) in the Thai banking industry by integrating community relationship management (CoRM) (4Cs model), relationship marketing orientation (RMO), customer engagement (CE), and brand trust (BT). It analyzes how a Thai commercial bank used four success factors to create new client acquisition, business efficiency, long-term relationships, and BL. We use quantitative data and structural equation modeling (SEM) to identify variables influencing the BL of 1650 customers of a Thai commercial bank. We found CoRM and RMO's key success factors indirectly affected BL by mediating CE and BT. These results may improve sustained performance effectiveness in the banking industry now and in the future.

Examining the role of customers' intrinsic motivation on continued usage of mobile banking: a relational approach

PurposeThis research seeks to establish the roles of marketer-driven relationship-building strategies – relationship-marketing orientation and knowledge sharing with customers on intrinsic customer motivation and the continued usage of mobile banking apps.Design/methodology/approachAn online survey was conducted among 342 m-banking users in India. Data were analyzed and the hypotheses were tested using structural equation modeling.FindingsRelationship-marketing orientation was found to have a positive and significant influence on customer intrinsic motivation and knowledge sharing with customers. Customer intrinsic motivation was found to play a dual role as a driver of continued mobile banking usage and as an intervening mechanism between relationship-marketing orientation and continued usage of mobile banking.Research limitations/implicationsThis research was conducted only in one country. It was therefore not possible to consider varying regulations across markets and their effects on continued usage of mobile banking.Originality/valueFirst time in the m-banking literature, this research establishes the pivotal role of intrinsic customer motivation in the continued usage of mobile banking. While evaluating drivers of continued usage of m-banking, most studies considered various aspects of the technology itself. This research instead evaluates consumer-centric and marketer-led antecedents in driving the continued usage of mobile banking.

İlişkisel Pazarlama Oryantasyonu ve Çalışanların Kurumsal Performans Algısı: Deniz İşletmeciliği Örneği

The consumer understanding of the customer-oriented activities of the enterprises primarily depends on the good relations between the employees. Therefore, the relationship between the relationship marketing orientation in the maritime sector, which is gaining more importance in global trade, and the perceived organizational performance (POP) of the employees, has been tried to be determined. Research data (n=274) was collected with a five-point Likert scale electronic survey. After the reliability and validity analysis, the variables were tested in a correlation and multiple regression analysis. As a result, a positive and significant relationship was found between the employees' trust, empathy-based communication and the shared value and their POP. However, only trust and empathy-based communication factors when jointly present were found to be effect on POP.

Customers’ relationship maintenance and loyalty intentions after a brand transgression: a moderated mediation approach

ABSTRACT The study seeks to establish the role of relationship marketing orientation of banks and customer attributions of the transgression in customers’ continuance intentions and loyalty towards the bank after a brand transgression. A moderated mediation model showing relationships between relationship marketing orientation, customer commitment and customer loyalty intentions after a real-life transgression was formulated. In a survey conducted among 340 bank customers in India, results suggest positive and significant roles of relationship marketing orientation on relationship continuation intentions and customer loyalty, after a transgression. The strengths of these intentions varied according to the customers’ perceptions of the bank’s active role in the transgression. However, contrary to expectations, customers who perceived a more active role of the bank in the transgression, showed stronger intentions of continuing their relationship with the bank.

The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour

AbstractThis paper analyses the relationships between corporate social responsible employees, corporate social responsible suppliers and customer value co‐creation behaviour in banking industry. More in detail it aims to investigate the mediating effect of relationship marketing orientation between corporate social responsibility (CSR) activities and customer value co‐creation behaviour. Data collected from 383 banking customers are analysed through smart partial least square (PLS). The results highlight that corporate social responsible employees and suppliers have a positive impact on customer value co‐creation behaviour. Moreover, relationship marketing orientation has a mediating role between CSR activities and customer value co‐creation behaviour.

From customer value co-creation behaviour to customer perceived value

ABSTRACT This study investigates the chain effect of customer value co-creation behaviour on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviour and the capabilities of firms. The data were collected from dyadic interaction between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behaviour and participation behaviour are differentially linked to the customerization capability, and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value co-creation and offers useful managerial implications.

Market orientation, corporate social responsibility, and firm performance: The moderating role of relationship marketing orientation

This study aims to examine the relationship among concepts as market orientation, corporate social responsibility, firm performance, and relationship marketing orientation in a transition economy s...

The effects of strategy and market orientation on the performance of Vietnamese startups

This study is based on the results of a survey of 518 start-ups in Vietnam during the period of establishment from 2016 to 2018. Data collection lasted from November 2019 to May 2020, interrupted by Covid-19 translation and collected data were processed on SPSS20 and AMOS24 software, model estimation and hypothesis testing using linear structural equations (SEM). The research results show that business strategy and market-oriented factors had positive impacts on the performance of Vietnamese startups. However, no regulatory relationship of business strategy has been found that affects the impact relationship of market orientation with business performance. In addition, the study also found that, in current context, startups pursuing defensive strategies have more success than firms pursuing pioneering strategies and startups in the field. Trade / services are more likely to succeed than in agriculture and industry.

The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation

PurposeThis paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.Design/methodology/approachThe main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.FindingsThe present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.Research limitations/implicationsThis study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.Practical implicationsThis study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.Originality/valueThe findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.

Multi-Item Scale Development for Online Consumption Emotion Construct And Psychometric Evaluation for Relationship Marketing

The present study aims to develop a multi-item scale to measure the online consumption emotion (OCE) to facilitate understanding of relationship marketing. Qualitative and quantitative approaches were employed, and psychometric procedures were followed for the scale development. The initial pool of scale items was tested using EFA with SPSS (v. 21.0), and CFA with AMOS (v. 18.0) to confirm the dimensionality of OCE scale. The EFA results revealed that OCE is a five-dimensional construct which consisted of 39 items. The scale includes excitement, comfort, ecstasy, annoyance and romance. The adequacy of employing a categorical approach to assess online shoppers’ emotional experiences in terms of positive/negative responses is required for online relationship marketing orientation. The online consumption emotion scale can be used to understand individual’s online shopping behavior. The findings can help online marketers to envisage relationship marketing strategies to increase their retail customer base, retain customers, improve positive word-of-mouth, and to improve relationship marketing for long-term profitability.

A relationship marketing orientation in politics: Young voters’ perceptions of political brands’ use of social media

ABSTRACT This study explores young voters’ perception of social media use and activities of political brands in light of their general apathy towards traditional politics. Focus groups were conducted with young voters to collect data. Relationship Marketing Orientation served as the study’s underpinning theoretical framework. Findings suggest that young voters perceive that mainstream political brands are not utilising social media to build online relationships. However, smaller political brands enjoyed a positive perception. This was due to them excelling on the dimensions of bonding, trust and shared values. The research provides executable recommendations to political brands and their social media teams. The research also identifies and proposes ‘customer education’ as the eighth dimension of relationship marketing orientation.

Marketing Strategy and Capability as the Mediators in Relationship of Market Orientation and Export Performance: A Case Study of Rattan Processing SMEs

The research examined the performance of export marketing performance through the implementation of market orientation intervened by export marketing strategy and export marketing capability. Primary data were collected through questionnaires from 108 samples out of 148 rattan processing Small and Medium Enterprises (SMEs) in nine provinces in Indonesia. The respondents were marketing managers or owners of SMEs with at least two years of experience. Structural Equation Modeling (SEM), which was processed by using Lisrel 8.7, was employed. The results indicate that market orientation, export marketing strategy, and export marketing capability are well implemented in the business operation of SMEs. However, the export marketing performance needs to be improved. Concerning the variables studied, market orientation has a significant effect on export marketing strategy, export marketing capability, and export marketing performance. Then, export marketing strategy affects export marketing performance significantly. Moreover, export marketing capability also has a significant effect on export marketing performance. Finally, export marketing strategy and capability intervene in the relationship between market orientation and export performance.