Relationship Marketing Process Research Articles

Study of internal marketing practices through relationship marketing in the organic products industry

The relationship marketing process, when the focus is on the internal customer, requires the search for the best cost/benefit ratio and the investment in employees who are motivated and qualified to serve customers. “The study sought to investigate the applicability of internal marketing programs in agribusiness. Such programs are relationship marketing tools aimed at the internal public. 12 companies that produce organic products were investigated in the research. It can be concluded that the objectives of internal marketing programs are aimed at promoting well-being, seeking commitment and training and informing employees. This study represents the assumption of relationship marketing in 50% of the companies contacted, since the investigation at the points of sale allowed the verification of 24 companies.

“Good Times–Bad Times” – Relationship marketing through business cycles

Business cycles (BCs) can alter the conditions for long-term business-to-business (B2B) relationships. Based on relationship marketing (RM) and interorganizational learning theories, the authors propose a model that explains relationship configurations that reveal opportunities under economic uncertainty. In the Pilot Study, the authors identify key mechanisms of RM process (communication openness, technical involvement, and customer value anticipation) and performance outcomes (price, cost-to-serve, and expectation of relationship continuity) from the supplier’s view. In Study 1, the proposed model is tested with a sample of large size, market leader firms in times of economic crisis (T1). In Study 2, conducting a multi-group analysis, the same sample is used to test the model in times of recovery/expansion (T2). The findings offer directions for suppliers on how to leverage B2B relationships through a BC. Particularly, the authors indicate that supplier’s performance is influenced differently by RM mechanisms during times of economic crisis versus times of recovery/expansion.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING STUDI KASUS GRAND INNA MALIOBORO HOTEL & CONVENTION

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships,empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

TELAAH KONSEPTUAL RELATIONSHIP MARKETING DAN PERKEMBANGANNYA

Many academics and practician of marketing admit that Relationship Marketing (RM) has developed vastly and also considered contributed to paradigm reformation, it even become the basis of marketing science theory reform. Hence, discussion on RM is interesting to be studied. The study aimed to synthesize various opinion and former research result to get a clearer view for academics, manager and general reader concerning concept of RM. Various literatures, either periodic journals, conference articles and textbooks are collected and used as references in this monography. Writer find out some perspectives used by scientists to describe RM concept, start from marketing philosopny aspect, resources based perspective, marketing strategy, value creation and mutual value creation (value co-creation). Writer concluded that various perspectives applied in formulating RM is strengthen the other perspective. Despite seems to be overlapped but there’s a link that connected each perspective. Writer thought that (theoretically) value co-creation is the most relevant perspective to outlines RM process and activities in today’s situation. Whereas in field, many corporates placed RM as one of their main strategy in marketed the company.

The role of social media in the co-creation of value in relationship marketing: a multi-domain study

ABSTRACT Social Media (SM) is an established channel by which organisations can create and seek to co-create value with consumers and other stakeholders. However, the role of SM in building relationships (i.e. relationship marketing) is uncertain. Thus, this research aims to investigate the use of SM as a relationship marketing tool. The study adopted a qualitative research approach drawing from multi-domain data sources (i.e. SM platform domain, organisation domain, and consumer domain). Three different but interrelated studies were conducted. The findings from the three studies are integrated to construct a multi-dimensional understanding of the place and use of social media in relationship marketing. Results inform that SM is providing new directions to relationship marketing, support it as an effective channel in realising relationship marketing goals. Theoretically, the work has extended Grönroos’s relationship marketing process model through the lens of social media. Practically, results suggest that managers should implement activities to further foster the value of social media that facilitates brand humanisation, enhances product experience, empowers audiences to be informed consumers, and provides customer services.

Advancing relationship marketing theory: exploring customer relationships through a process-centric framework

Relationship marketing is commonly defined as a process. Its essential process dimension, however, remains surprisingly under-theorized. In this conceptual paper, we address this theoretical void and begin to develop a process-centric framework to explore company-customer relationships. This framework distinguishes four ideal-typical models of the relationship marketing process: (1) life-cycle, (2) evolutionary, (3) teleological and (4) dialectical process models. Our review of the relationship marketing literature reveals the prevalence of life-cycle conceptions of the relationship marketing process, followed by teleological and evolutionary conceptions. It is against this backdrop that we illustrate the value of dialectical process models as a first promising opportunity to advance relationship marketing theory. The second opportunity we showcase consists in combining two (or more) of these process models. We end with guidelines on how to identify suitable combinations of commensurable process models to systematize the multifaceted opportunities for advancing theory in relationship marketing and beyond.

MARKETING DE RELACIONAMENTO: A PERCEPÇÃO DO CLIENTE DA SOUZA CRUZ

Due to the increasing concern of the organizations with the constant developments and changes in business processes, especially with regard to the quality of its products and services, it became necessary to conduct studies on ways of approaching clients and prospecting for new customers. This practice gained paramount importance to add value to the organization, and increasingly understand the needs of customers through relationship marketing. This study aims to investigate the perception of customers regarding relationship marketing tools used by the company Souza Cruz AS. Therefore, we present the main concepts involving relationship marketing process and customer loyalty. The methodology used was divided into two stages, the first being exploratory and qualitative literature and the second is descriptive and quantitative literature. The sample of 50 clients of Souza Cruz. The results show that customers consider important the relationship with the company, which is proven by the average search attributes in communication / attendance of employees (4.35 in degree of importance, and 4.58 in satisfaction). In the synthesis of overall satisfaction, the mean degree of satisfaction given by the research sample is 3.98. This percentage was considered good, as close to the item content (grade 4). This result may be related to the work of relationship the company Souza Cruz has been performing with his team which seeks to constantly enhance its customers to build strong and lasting relationships. Keywords: Marketing. Relationship. Satisfaction. Customer. Tobacco.

Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers

Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social-media exchanges. The value of specific social-media tools and Web 2.0 technologies in helping sport marketers meet their relationship-marketing goals is also discussed. Finally, directions for future research employing the expanded model are suggested.

인터넷 의류제품 쇼핑 시 기업-소비자 간 상호작용성이 관계의 질과 관계성과에 미치는 영향

Relationship marketing can be one of the most efficient strategies that enable a company to achieve business success in the marketing environment of tough competition and the desire of consumers for diverse products. Using relationship marketing instead of mass marketing can help a company increase profits. For. proper research in relationship marketing, it is indispensable to study interactivity. This study investigates the effects of interactivity on relationship marketing. The results are as follow: The enterprise-consumer interactivity had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). Especially enterprise-consumer interactivity appeared as the most positive effect on satisfaction and customization benefit appeared to be the most positive effect on trust. The enterprise-consumer interactivity had a significantly positive effect on relationship performance (long-term relationship orientation, repurchase intention, and word of mouth). Especially, enterprise-consumer interactivity appeared as the most positive effect on long-term relationship orientation. Internet shopping malls should enhance the interaction between the company and customers with the feedback system to share important information, and maintain a reliable technological environment. The company can deal with customer requirements by supplying proper products and content. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

인터넷 쇼핑몰의 의류제품 쇼핑 시 관계혜택이 관계의 질과 관계성과에 미치는 영향

Relationship marketing can be one of the most efficient strategies to enable a company to achieve business success in the recent marketing environment of tough competition and the diverse desires of consumers for new products. Using relationship marketing instead of mass marketing can help a company increase profits. For proper research in relationship marketing, it is indispensable to study relationship benefits. This study provides specific information in terms of relationship benefits to help develop the marketoriented strategy of a company. The results are as follow. The relationship benefit had a significantly positive effect on relationship quality (trust, satisfaction, and commitment). A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. Especially, emotional benefit appears as the most positive effect on satisfaction and the customization benefit appeared as the most positive effect on trust and commitment. The customization benefit and emotional benefit had a significantly positive effect on long-term relationship orientation, repurchase intention, and word of mouth. Informational benefit was not a significant influence on repurchase intention and word of mouth. Customization benefit appeared the most positive effect on long-term relationship orientation and word` of mouth. Emotional benefit appeared the most positive effect on repurchase intention. The relationship quality had a significantly positive effect on relationship performance. The findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process.

The impact of e-customer relationship marketing in hotel industry

Technological innovation and the growth of the internet as an electronic medium have led to the emergence of online travel distribution channels. The present research investigates the extent to which Greek hotels had developed the electronic customer relationship marketing (e-CRM). The study verifies the practices that frequently appear in relationship marketing process within online operations or whether their internet presence mainly depends on the basic actions of 'supplying information' and 'reservations'. Also, it investigates the effects of e-CRM system on customer loyalty and satisfaction as well as the impact of relationship marketing practices to customer retention and acquisition. They have understood the importance of using electronic channels instead of traditional ones to implement their marketing strategies. Thus, e-CRM system has assisted hotel business to manage more effectively their reservations and serve their customers as fast and as effective as possible. They did not seem to apply ma...

Enlightened Communication Is the Key to Building Relationships

ABSTRACT The role of communication in relationship marketing is often presented as crucial, and yet, specifics of theories and concepts from the field of communication are scant. Furthermore, despite the intuitive appeal and face validity of relationship marketing and its large-scale implementation, both the theory and practice of relationship marketing seem to be fraught with problems that limit its impact in the marketplace. Consequently, the relationship-oriented approach to marketing threatens to become a case of an espoused theory instead of a theory in use. The authors contend that the complexity of the relationship marketing process exceeds the capabilities of its theories in use and suggest the broadening of the theoretical foundation of relationship marketing and consequent enhancement of its practical application by incorporating theories and ideas from the field of communication. The predominantly relational orientation of communication makes it a depository of concepts and ideas that can illuminate the nature of relationships and add to the conceptual and empirical basis of relationship marketing.

Advancing a Service-Centered Dominant Logic: A Consumer-Centric View on Relationship Marketing

Active consumers are key success factors in relationship marketing. Without their voluntary investment of time, energy, and other resources, an organization's efforts to improve its relationship marketing performance will stall. However, little is known about the role of consumers' nonmonetary resources in long-term relationships. This article offers new insights into the critical inputs of consumers' resources and competencies for service production and relational exchanges. Building on the resource-based view of the firm, the authors develop a consumer-centric framework that considers consumers as partners who collaborate to fulfill their own needs and thereby describes how consumer relational competence can enhance an organization's relationship marketing performance across different phases of the relationship marketing process. The article concludes with a discussion of some theoretical and practical implications.

The relationship marketing process: communication, interaction, dialogue, value

The objective of the article is to discuss a framework of central processes in relationship marketing. The framework includes an interaction process as the core, a planned communication process as the marketing communications support through distinct communications media, and a customer value process as the outcome of relationship marketing. If the interaction and planned communication processes are successfully integrated and geared towards customers' value processes, a relationship dialogue may merge.

The direction of marketing relationships

The evolution from transaction marketing to relationship marketing in recent years has resulted in research indicating the need for more rigorous databases and greater utilization of current computerized tracking systems. Relationship selling has been examined and the results stress long‐term perspectives to the dyadic exchange process to enhance sales results. Considering the role of trust and culture in the relationship marketing process would indicate the need to pursue future research into a deeper understanding of the customer. Seeking knowledge of a customer’s personal feelings concerning their comfort level with various communication approaches could enhance the reception of messages crafted for them. The discipline needs to move beyond the numbers to a more abstract analysis of the customer as an individual with specific feelings toward various marketing approaches.

The relationship marketing process: A conceptualization and application

Now that relationship marketing is gaining acceptance as a valuable tool for business-to-business firms, it is time to devise and enact more systematic relationship marketing processes. In this article, a comprehensive model for effective relationship marketing is-discussed. It includes inputs (understanding customer expectations, building service partnerships, empowering employees, and total quality management), outputs (customer satisfaction, customer loyalty, product quality, and profitability), and assessment (customer feedback and integration). The model is then applied to one industry: automated immunochemistry testing products.