Relationship Marketing Programs Research Articles

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

Analysis of the Effect of Customer Relationship Marketing Program on Customer Retention with Customer Satisfaction As Mediating Variable in CV Vapor City Semarang

This study aims to analyze the influence of customer relationship marketing program and customer retention through customer satisfaction in CV Vapor City offering marketing services and retailing. The study addressed all customers of CV Vapor City and took 150 people as the respondents. A questionnaire with close ended questioned forming in 5-poin Liket scale was distributed to the respondents using google form. Using multiple regression analysis, the results conclude that customer relationship marketing programs have positive and significant effect on customer satisfaction and customer satisfaction has positive and significant effect on customer retention. Sobel test proved that customer satisfaction mediates the influence of customer relationship marketing program on customer retention. The model was good and fit. CV Vapor City can thus continue its relationship marketing programs and increase skill and attitude of the employees in serving the customers.

Reward me or charity: The impact of mobile e-commerce platforms' loyalty programme reward types on participation intention

PurposeWith the development of e-commerce, loyalty programmes (LPs) are gradually being adopted in the online retailing environment to improve consumer loyalty. This article determines the factors that affect consumers' LP participation intention on mobile e-commerce platforms to help these platforms improve their performance.Design/methodology/approachThis article focusses on LP reward types and divides them into self-oriented rewards or altruistic rewards. Two experiments are conducted to test the proposed hypotheses. After online data collection, data analysis is performed.FindingsLP participation intention with altruistic rewards is significantly stronger than that with self-oriented rewards. Perceived value plays a complete mediating role in the impact of reward type on participation intention, while a point leaderboard plays a positive moderating role in the impact of reward type on perceived value.Practical implicationsThis study’s findings can improve the design of LPs by mobile e-commerce platforms.Originality/valueThis article focusses on LPs in the online environment, a stream of research that is limited. The results also have implications for prosocial relationship marketing programmes.

Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness

Bluetooth beacon technology (BBT) is expected to enhance the evolution of proximity marketing by fostering customers’ reception of relationship marketing programs. Unfortunately, this evolution has not progressed as anticipated due to deficient comprehension of consumer cognition, evaluation, and receptiveness behaviors. Drawing on mainly Equity theory and the theory of Reasoned Action, this research proposes a three-level framework to investigate the focal forces and underlying processes related to consumer receptiveness of proximity BBT-based relationship programs. The data are collected in Taipei, Taiwan. The findings suggest the inhibiting and promoting roles of permission-triggered privacy concerns and social presence, respectively, in explaining variations in the consumer receptiveness of relationship programs. Moreover, innovation security, which includes perceived risk and technology anxiety, as well as frugality are confirmed to contribute to the increase in privacy concerns. Also, social presence is proven to mitigate the effect of innovation security on privacy concerns.

FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA APLIKASI PESAN ANTAR MAKANAN DI JAKARTA

<p>Digital businesses are starting to grow, including the food ordering business where we can order food using applications available on smartphones. Ordering food can be done from anywhere and anytime, without having to come to the store or to the mall directly. This research is quantitative with 144 respondents. The results of this study state that the variable of consumer attitudes partially has a positive effect on purchasing decisions. Even though the results of this study are good, it is better for the delivery service application providers to provide member loyalty programs, so that consumers will continue to use this application. For consumer motivation variable partially positive influence on purchasing decisions. Even though the results of this study are good, it is better for the delivery service application providers to provide a discount program so that consumers are motivated to always use this delivery application. For the consumer perception variable, it partially has a positive effect on purchasing decisions, although the results of this study are good, it is better for the delivery service application providers to provide CSR or Corporate Social Responsibility programs so that this delivery application has a good perception in the hearts of consumers. For Attitude, Motivation Variables and Consumer Perceptions have a simultaneous effect on purchasing decisions. Even though the results of this study are good, it is better for the delivery service application providers to provide relationship marketing programs, especially after-sales services, so that consumers are very happy to use this delivery application.</p><p><strong>Keywords</strong>: Delivery Application, Purchase Decision, Consumer Attitude, Purchase Motivation</p>

BIDIRECTIONAL APPROACH FOR UNIVERSITY MANAGEMENT: IMPROVED RELATIONSHIP WITH STUDENTS AND EDUCATIONAL COSTS MANAGEMENT

The research, through a bidirectional approach, aims to develop the university management of the degree programs in order to attract and maintain the potential students, as well as to estimate and manage the costs of the educational services offered during their life cycle. The authors bring into the centre of the study the importance of the simulation process in predicting a possible future and reduce the probable risks and costs from time. The results confirm that the simulation methods used help the universities to determine the future risks and to predict when and what relationship marketing programs to use in order to attract, maintain and grow the number of valuable students and also to ensure cost-effective management of university programs.

Thank you but no thank you: the impact of negative moral emotions on customer responses to preferential treatment

PurposeAlthough preferential treatment has been considered a positive relationship marketing tactic, this research aims to examine how perceived harm to others as a result of preferential treatment invokes consumers’ negative moral emotions and negative attitudes towards the service provider.Design/methodology/approachFour studies are presented in this research. A pilot study first provides empirical evidence that customers who receive preferential treatment are aware of potential harm caused to other customers. Three experimental studies then test the hypothesis that shame and embarrassment mediate the effect of perceived harm to others on consumers’ responses to earned and unearned preferential treatment, respectively.FindingsThe present studies demonstrate that consumers naturally scan the environment and seek out information about others when judging their own experience; consequently, when preferential treatment is perceived to cause harm to others, it can trigger negative moral emotions. In particular, the authors show that shame mediates the effect of perceived harm to others when preferential treatment is earned, whereas embarrassment mediates this effect when preferential treatment is unearned.Research limitations/implicationsThe results of this research contribute to the literature on earned and unearned preferential treatment and negative moral emotions. To the best of the authors’ knowledge, this is the first research to show that negative moral emotions may arise because of perceptions of harm to other customers, particularly in the context of earned preferential treatment. The authors demonstrate that ordinary shopping contexts have the potential to elicit these negative emotions, raising concerns about ethical and moral practices in service environments.Practical implicationsWhen designing relationship marketing programs incorporating preferential treatment, firms need to consider both the ethics of justice and the ethics of care. Guidelines considering ethics of care should be developed for employees to ensure appropriate training to deliver preferential treatment effectively and avoiding situations causing potential harm to others. Strategies could include encouraging employees to better scan the servicescape to identify if other customers’ needs should be attended first, and providing clearer justifications when administering preferential treatment. The provision of choices such as delayed redemption and passing on benefits to others can help minimise harm and potentially enhance customer service experience.Originality/valueThe studies presented here are the first to examine the role of perceived harm to others as an antecedent of consumers’ negative responses to preferential treatment. In particular, to the best of the authors’ knowledge, this is the first study to show that negative moral emotions may arise in the context of earned preferential treatment, calling into question some basic principles of relationship marketing.

The role of Cultural Values and Relationship Marketing Programs in Promoting Customer Satisfaction

The role of Cultural Values and Relationship Marketing Programs in Promoting Customer Satisfaction

The role of individual relationship marketing factors in influencing customer retention among microfinance institutions in Kenya

Organizations seeking a competitive advantage are increasingly embracing relationship marketing programs to manage customer relationships more efficiently. However, despite the deployment of such relationship management programs, customer retention continues to be the greatest challenge facing many organizations. This paper argues that relationship marketing factors - trust, commitment, strong bonds, communication, shared values and keeping promises - each plays a unique role in influencing customer retention, however, the nature of the influence of these individual factors on customer retention moreover in a developing market context has not been empirically investigated much. Relying on social exchange theory and relational market behavior theory, this study sought to determine the relationship between these relational factors and customer retention. Data were collected among 492 customers of Kenya's microfinance sector, using a structured self-administered questionnaire. The association between individual relationship marketing factors and customer retention was tested through simple linear regression analysis. Results showed that among the six relational factors, communication and shared values were the most significant. The study makes a theoretical contribution to the relationship marketing knowledge base by providing empirical evidence on the role of individual relationship marketing factors in predicting customer retention. Marketing practitioners should develop relationship management programs that promote communication effectiveness and shared values.

The Study of Service Quality and Relationship Marketing for Engaging Hotels Customer Loyalty

The purpose of this study is to analyze the effect between service quality towards customer loyalty through relationship marketing as intervening in four-star hotel services. Structural Equation Modeling (SEM) is used for analyzing the effect among service quality, relationship marketing and customer loyalty. The result shows there are relations’ effects between service quality on customer loyalty directly and indirectly, how service quality and relationship marketing can engage the customer loyalty hotels. When the guests have a good experience of leisure, they become loyal customer, if hotels provider can engage them using a relationship-marketing program also, not only satisfied with hotel good quality services. Another result shows that service quality is a key direct indicator as measurements of hotels provider to provide the good leisure services and as an experience desired when customer book a hotel for stay.
 
 Keywords: Service quality, relationship marketing, customer loyalty, hotel services, loyalty program

PENINGKATAN LOYALITAS NASABAH TABUNGAN BNI TAPLUS CABANG JEMBER MELALUI RELATIONSHIP MARKETING

The objective of this study is to examine and analyze the effect of relationship marketing that consists of dimensions of trust, commitment, communication, and conflict handling on the loyalty of the customers of Bank BNI in Jember, especially for the BNI Taplus Savings product. The population was all customers of BNI Taplus Savings in Jember. The sample used in this study was 105 respondents selected using a purposive sampling technique. Data were analyzed by multiple linear regression analysis. The results showed that, partially and simultaneously, trust, commitment, communication, and conflict handling, as part of relationship marketing, have a significant effect on the loyalty of the customers of BNI Taplus Savings in Jember. These results imply that the good relationship marketing programs conducted by BNI, by increasing trust and commitment, creating effective communication and conflict handling, will finally increase customer loyalty. 
 Keywords: commitment, communication, conflict handling, loyalty, relationship marketing, trust

Perceived Benefits of Loyalty Programs and Relationship Quality

The aim of this article is to investigate perceived loyalty program benefits inherent in loyalty programs and how they might affect relationship quality, specifically in the South African FMCG sector. A quantitative study was undertaken where loyalty program members were approached via a national database. Hypotheses were individually tested by means of regression analysis. All three forms of perceived benefits exhibited positive relationships with each of the relationship quality constructs. Retailers that are considering which benefits to include in a loyalty program would find the results instructive. This article also adds to the international body of research in the field of relationship marketing, customer loyalty and retail loyalty programs. This study reiterates the importance of loyalty program design and the potential for attitudinal change towards the retailer.

The anatomy of the inconspicuous luxury fashion experience

PurposeThe purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption?Design/methodology/approachThis exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai.FindingsInconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives.Practical implicationsThe findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands.Originality/valueThis research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Measuring Relationship Marketing Productivity in the Industrial Market

The paper systematizes theoretical and methodological approaches to the study of the influence of marketing activities involved in building relationships with partners on an organization’s performance indicators. The article aims to design a system of indicators and a set of methods for measuring relationship marketing productivity in the industrial market. The methodological basis is the works of the leading Russian and foreign scientists on examining the content and productivity of relationship marketing in the industrial market, as well as on forming customer metrics and a marketing balanced scorecard. The methods for evaluating relationship marketing productivity in the industrial market combines methods of mathematical statistics (singlefactor analysis of variance, construction of contingency tables, pairwise correlation analysis) and expert methods (in-depth interviews). The authors develop a balanced scorecard of relationship marketing of an industrial enterprise on the basis of Kaplan and Norton’s business perspectives. We establish the stages of evaluating the productivity of relationship marketing in the industrial market and test scientific hypotheses about the factors determining the productivity of relationship marketing. The authors try out the proposed method at the Aramil Plant of Advanced Technologies and introduce a relationship marketing program. Due to implementation of the relationship marketing program in 2017, the plant’s revenue increased by 1.4%. The results of calculations confirm the hypotheses that customers with a high level of satisfaction have the largest share in the company’s sales volume and employees with a high level of satisfaction establish the longest relationships with the clients. We also prove the correlation between satisfaction of the target segment’s customers and their lifetime value.

Value synergy and value asymmetry in relationship marketing programs

Prior research advocates a positive, linear association between relationship investments and relationship performance. Our study challenges this conventional wisdom and advances the extant literature by investigating the potential curvilinear effects of suppliers' different relationship marketing programs (i.e., social, financial, and structural) on dyadic perceptions of relationship value. From an analysis of 113 buyer-supplier dyads, we found that social programs enhance relationship value synergy, but their effect on relationship value asymmetry between suppliers and buyers follows a U-shaped curve. On the other hand, we observe a positive and increasing returns-to-scale effect of financial programs on relationship value synergy and its inverted U-shaped association with supplier's relationship value asymmetry. Interestingly, structural programs increase relationship value synergy and have a stronger effect on increasing relationship value for the supplier than for the buyer. In addition, we find that structural programs are more effective in creating value in long-term relationships than in short-term relationships; therefore, as the relationship with a buying firm ages, managers should consider investing more in structural programs to develop their relationship. However, in long-term relationships, managers should avoid investing too much in financial programs because financial programs are less effective in increasing creation of relationship value as a relationship ages.

Relationship Marketing and Organizational Performance of Government Parastatals in Nigeria

Improving the efficiency of government parastatals to deliver value to citizens and fulfill their mandate are critical issues. This study investigated the effect of relationship marketing on organizational performance of government parastatals and examined the possible challenges faced in the adopting of relationship marketing. Trust, bonding, reciprocity, communication, empathy and shared value as dimensions of relationship marketing and how they predict performance of government parastatals in Nigeria were looked into. The study utilized survey research design. Stratified random sampling technique and judgmental sampling method were used to select the study participants. Questionnaire was the research instrument for the study, administered to the study participants and with a return rate of 71.5%. Data was analyzed using descriptive statistics of frequency tables, means and standard deviations. The results revealed that the Lagos State Signage and Advertisement Agency has embraced relationship marketing though the implementation cannot be said to be thorough. It was concluded that government parastatals can appreciably boost their productivity through full acceptance of relationship marketing. Relationship marketing programs and policies should be introduced and thoroughly implemented by government parastatals in Nigeria to effectively attract, maintain and retain clients.

Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of Culture

Relationship marketing effectiveness varies across different markets, but prior research has provided limited evidence on how cultural variations relate to the effects of relationship variables such as switching costs. The authors develop and test a theoretical framework that explains how culture moderates the relationship between perceived switching costs and key consequences. The findings of a meta-analysis, based on 451 effect sizes collected in 25 countries, show that similar components that refer to a match between the value essence of Hofstede's cultural dimensions and the motivators that steer particular consequences explain how individualism, power distance, uncertainty avoidance, and masculinity moderate the impact of switching costs on word of mouth of customers and loyalty types. Furthermore, the economic development of a country explains when switching costs either reduce or increase switching of customers. The findings of this study support international companies in making decisions about the generation of switching costs in particular markets and the formation of international relationship marketing and referral programs.

Analysis of Customer Relationship Management Effects Toward Lovaltv of Consumers at Kafe XYZ

Effect of Customer Relationship Marketing program at Kafe XYZ Menteng toward loyalty of consumer is the aim of this research. Data are collected by spreading 100 questionnaires to visitors at Kafe XYZ. Menteng using convenience sapling method. The spread of questionnaires was done from 2 October 2006 up to 16 October 2006. Research finding indicates that there has been effect of Customer Relationship Marketing program taken at Kafe XYZ toward loyalty of consumer.

A framework for conceptualizing patient loyalty to healthcare organizations

This paper develops a framework with which to conceptualize loyalty to healthcare organizations in terms of relationship marketing, patient satisfaction, provider switching, and retention programs. This conceptual framework can be viewed from the perspective of hospitals and clinics using structural equation modeling with a partial least squares approach (Smart PLS 2.0). Respondents received healthcare services, funded by the government and a university health insurance plan, from both types of organizations. The concept of loyalty differed slightly depended on whether data from the hospital and the clinic were analyzed together or separately. Indeed, hospitals and clinics differ with regard to several factors that can affect loyalty.

Dynamics of loyalty programs in Malaysian retailing: A strategic marketing perspective

ABSTRACTThe purpose of this article is to consider the development of research in loyalty programs and relationship marketing in international retailing and review their application in specific retail stores in Malaysia, namely, AEON, Parkson, the Store Corporation, and Metrojaya. The article reviews the development of the relationship marketing and loyalty programs literature and its application in Malaysia and suggests how relationship marketing and loyalty programs have emerged over the years and their significance to retailing in Malaysia. The article also emphasizes the importance of relationship marketing and loyalty programs in retailing and discusses where research needs to go with respect to loyalty programs to enable them to continue to offer a competitive advantage to retailers. At the moment most loyalty programs are too similar to provide any real differentiation advantage to the retailer. Furthermore, the article highlights the loyalty programs that have been successful in Malaysia, why they have been successful, and their contribution to the success of the respective retail outlet. Finally, it explores the current understanding of relationship marketing and loyalty program activities and processes within the international retail firm in a developing country context. The achievements and limitations of loyalty programs in the area of international retailing are examined over the past 20 years and issues are addressed surrounding the future of loyalty programs in retailing that require further research.