Relationship Marketing Strategies Research Articles

Sustaining Success in B2B Partnerships: Exploring Intention to Continue the Relationship

This study aimed to analyze the influence of service quality, relationship marketing, perceived value, and satisfaction on intention to continue relationships in the business-to-business context of lubricant companies in Indonesia. We utilized the theoretical perspectives of the Social Exchange Theory and Expectation–Confirmation Theory. The research sample comprised 135 distributors of lubricant companies in Indonesia selected through saturated sampling. Data collection employed a survey method, and data were analyzed using PLS-SEM. The results indicate that service quality and relational marketing significantly affect perceived value while perceived value significantly influences satisfaction. However, the direct influence of perceived value on the intention to continue relationships was not significant. Conversely, satisfaction was found to have a significant positive influence on the intention to continue relationships. These findings underscore the importance of integrating sustainability principles into service quality, relationship marketing, and satisfaction strategies to foster long-term business relationships in the B2B context within the lubricant industry in Indonesia.

A Study on the Effect of the Quality of the Relationship between Nail Shop Workers and Consumers on the Balance of Work and Life: Focusing on the Mediating Effect of Burnout

This study attempted to look at the concept of the quality of relationships between beauty service providers and consumers at the service provider level, which was not noted in previous studies, and to examine the effect of the quality of relationships with consumers on their work-life balance. The main research results of this study according to the purpose and method of the study are summarized as follows. First, as a result of analyzing the effect of the quality factor of relationship with consumers perceived by nail shop workers on their job burnout level, trust and satisfaction among the detailed factors of the quality of relationship with each consumer had a statistically significant negative (-) effect on the job burnout of nail shop workers. Second, as a result of analyzing the effect of the quality factors of relationships with consumers perceived by nail shop workers on their work-life balance level, immersion, trust, and satisfaction among the detailed factors of the quality of relationships with each consumer had a statistically significant positive (+) effect on the work-life balance of nail shop workers. Finally, as a result of analyzing the mediating effect of job burnout in the relationship between the quality of relationships with consumers perceived by nail shop workers on their work-life balance level, job burnout had the effect of mediating relationship quality and work-life balance. The conclusion of this study based on these facts is a reminder of the need to pay attention to relationship marketing as a new human resource management method in the beauty service industry today. It is suggested that a more systematic qualitative analysis study is needed to establish a specific relationship marketing strategy to obtain the relational satisfaction, commitment, and trust that can be obtained from the relationship of workers with consumers.

Relationship Marketing Strategy for Customer Loyalty. Case: MIDAS Chiclayo

The present investigation entitled "Relationship Marketing Strategy for Customer Loyalty at Midas Solutions Center Chiclayo", had the general objective of applying Relationship Marketing strategies for customer loyalty at Midas Solutions Center Chiclayo. For this, a descriptive investigation was carried out with a pre-experimental design where there is only one study sample, since the dependent variable was analyzed as a problem, describing it and generating an attempt to improve from the independent variable, based on this. The design was used as the primary data collection technique, the survey with its respective instrument, to which a Likert scale questionnaire was applied, addressed to a sample of 59 Midas Solutions Center clients, which after their respective analysis could be determined that customer loyalty is determined as inadequate by 57%, so it was proposed to apply strategies based on relationship marketing trying to generate contact with the customer through the development of the stages, which allows it to develop as it is established in each activity. Finally, it is concluded that the relational marketing strategy with customer loyalty is high, since the correlation coefficient yielded 59.3%. This indicator shows that when you improve relationship marketing strategies, it will have a direct impact on customer loyalty.

Social media, relationship marketing and corporate ESG performance

The potential causal relationship between social media, relationship marketing and corporate ESG performance is explored in this study. By collecting data from China's A-share companies, this research employs benchmark regression analysis, tests action mechanisms, and conducts heterogeneity analysis. The findings indicate that leveraging social media and implementing relationship marketing strategies can enhance enterprises' ESG performance. This improvement is achieved by strengthening the external monitoring pathway to elevate the ESG level of enterprises. Moreover, these effects are more pronounced in non-state-owned enterprises.

Relationship Marketing and Sustainable Competitive Advantage at Tema Branch of Zoomlion Ghana Limited

The competitive business environment shows that today’s business combat different and more complex factors to remain competitive in their field of endeavour. In the service industry, the emphasis is placed on customer identification, customer retention, customer satisfaction and fostering long term relationship. The purpose of the study was to identify how Zoomlion Ghana Limited can leverage on relationship marketing to create competitive advantage. The study adopted the qualitative research paradigm and a case study research design. The study was conducted in the Tema metropolises with the population being employees and customers of Zoomlion Ghana Limited. The sample procedure used was convenience and sample size comprised of 50 employees and 200 customers of the company. The data for the study was obtained primarily through questionnaire and analysed using SPSS. The study established employees understood their roles in adopting relationship marketing, however, employees lacked the necessary communication equipment to help facilitate the process. This also reflected in the challenges employees faced in establishing relationship with customers. Also, Zoomlions Company Ltd.’s working environment proved not to encourage innovation among employees. The study recommended that Zoomlion should invest in modern communication system that will enhance communication, trust, and commitment as a basis for establishing relationship marketing strategy.

The Impact of Relationship Marketing Strategies on Customer Loyalty in the High-End Hair Salon Industry in Auckland

<p class="MsoNormal" style="margin-top: 12pt; text-indent: 0cm; text-align: justify;"><span lang="EN-US" style="font-family: 'times new roman', times, serif; font-size: 14pt;">The business world is a competitive place, and enterprises must cultivate sustainable relationships with their clients to gain customer loyalty. Concepts of relationship marketing (RM) are becoming vital in the service industry. Different RM strategies are used to attract customers, but some of these strategies do not achieve customer loyalty as easily as predicted due to customers’ changing behaviour patterns. This paper investigates the impact of RM strategies on customer loyalty through relationship qualities (customer satisfaction and trust) by concentrating on the high-end hairdressing sector in Auckland. Additionally, this research investigates the expectations of customers of high-end hair salons formed by RM strategies, which influence their satisfaction, trust, and customer loyalty to their service provider. The results indicate that brand image shows a significant relevance to trust, satisfaction, and customer loyalty claiming that brand image is an essential element of RM. Additionally, this investigations revels that, hair salons in Auckland are looking forward to ascertaining a sustainable relationship with their clients through a spectrum of strategies such as positive brand image, good service quality, reasonable price, and good value deals to earn optimistic relationship quality, which will ultimately escalate to customer loyalty. Findings of this research will be useful in supporting hair salons to gain a greater understanding of their customers by adopting effective RM strategies.</span></p>

What is (Un)Flavored? A Scoping Review of the Conceptualization of Flavored Cigarillos.

To identify how flavor is conceptualized with respect to cigarillos to illuminate areas of concordance and discordance and provide a pathway for the harmonization of tobacco flavor measurement. Three methods were used to identify research measuring flavors respective to cigarillo products including: 1) querying research databases using key words 'cigarillo,' 'tobacco' and 'flavor'/'flavour,' 2) sub-sampling of the eligible literature with backwards and forwards reference searching, and 3) a bibliographic search of key experts. Two reviewers independently screened titles, abstracts, and full texts. Inclusion criteria required manuscripts to be available in English, published prior to 3/1/2022, be original and peer-reviewed, and include a measure of flavor pertaining to cigarillo products. A total of 163 manuscripts met these criteria and were subsequently evaluated. Cigarillo flavor determinations were made based on the presence of flavoring agents, sensory characteristics, marketing or package characteristics, pre-defined lists, the absence of any of these, and/or were undefined. Individual flavors and their related classifications were not altogether mutually exclusive due to differences in conceptualization which has evolved over time. Flavor measures continue to evolve, likely in response to both tobacco control policies and industry shifts. There is a lack of standardization in flavor conceptualization that can be ameliorated through intentional integration of multiple forms of research such as identifying patterns of flavoring agents and/or marketing strategies that elicit a specific flavor profile. By doing this, we may more comprehensively evaluate the impact of flavors, their constituents, and related marketing strategies on broader population health. There are discrepancies in the conceptualization of flavor in tobacco and nicotine products. The lack of standardized, definitive language limits our ability to comprehensively evaluate the population-level health impact of flavors in addition to our ability to effectively inform, implement and enforce policies restricting flavors in tobacco and nicotine products.

Pengaruh Relationship Marketing terhadap Loyalitas Konsumen pada Rafins Indonesia

This research aims to identify the relationship between marketing variables and marketing indicators, namely Trust, Commitment, Communication, and Problem Solving and analyze the impact of this relationship on customer loyalty at Rafins Indonesia. This research is quantitative and uses associative methodology. The population of this study was followers of the Instagram account @rafinsindonesia, totaling 1,342 followers, while the sample consisted of 93 respondents who were Instagram followers of Rafins Indonesia. The sampling technique used is probabilistic sampling, with data sources from primary data and secondary data. Questionnaires and interview methods were used to collect the data required in this investigation, using the Likert scale as the main data collection technique. Research findings show that alpha values are in the range of 0.001 to 0.05, indicating increased customer loyalty through Relationship Marketing strategies. In addition, the estimated t value—8.279, is greater than the t table value of 1.986—resulting in rejection of H0 and acceptance of Ha. This means that the pillars of Relationship Marketing such as commitment, communication, and dispute resolution have a positive and significant influence on customer loyalty at Rafins Indonesia.

EFEK STRATEGI CUSTOMER RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN KLINIK GERASIA SUMBAWA BESAR

This research aims to examine the effect of customer relationship marketing strategies on customer loyalty at the Gerasia Clinic in Sumbawa Besar. This research uses an associative design which aims to measure the influence of the customer relationship marketing variable (X) on customer loyalty at the Gerasia Clinic in Sumbawa Besar variable (Y). The data used is quantitative data in the form of respondents' answers obtained directly using a questionnaire. The respondents in this research were 96 customers at the Gerasia Clinic in Sumbawa Besar and were selected using non-probability sampling in the form of accidental sampling. Data that has been collected using a questionnaire is processed using the SPSS application and then analyzed using simple linear regression analysis techniques, partial hypothesis testing (t test), and coefficient of determination test (R2). Based on the data analysis that has been carried out, the results obtained show that the customer relationship marketing strategy has a positive and significant effect on customer loyalty at the Gerasia Clinic in Sumbawa Besar. The ability of the customer relationship marketing variable to influence changes in customer loyalty variables at the Gerasia Clinic in Sumbawa Besar is 12.6% and is in the weak category, while the remaining 87.4% is influenced by other variables outside this research model, such as price, promotion and product and service quality.

Impacto de la estrategia de marketing en el rendimiento de las ventas: Un estudio de una muestra de propietarios de microempresas y pequeñas empresas

The marketing strategies (7Ps) are the cornerstone of any enterprise. Therefore, the current research was designed to investigate the impact of marketing strategies on the sales performance of small and micro-scale enterprises in Duhok Province. In this regard, the research aims to test the impact of relationship marketing strategies (product, price, place, promotion, process, people, and physical evidence) on sales performance, as well as how they can be implemented and managed. Undoubtedly, the current research relied on descriptive and analytical method to conduct this research. For this purpose, the data collection technique included a central and secondary source in order to provide a theoretical framework. As for data analysis tools consist of validity and reliability tests, descriptive statistics of participants and variables, correlation analysis, and impact factor analysis via using the most recent version of Statistical Package for Social Sciences (SPSS V. 28). Nevertheless, the present research employed a random sampling that consists of business owners of micro and small scale businesses in Iraq-Kurdistan region, which this research just selected Duhok governorate out of 4 cities. In contrast, the questionnaire survey is the key tool of this research, which was distributed to (150) business leaders (130) questionnaires were gathered, (123) surveys were validated and ready for data analysis and research tests with a response rate valued (82%) of the targeted sample, and reliability factor was (0.928). As a result, several conclusions and suggestions were deduced from this research with an enormous majority of respondents of agreement scales valued (74%). Furthermore, the research concluded that there is a positive significant relationship and impact between marketing strategies (MS) and sales performance (SP) it infers this link is critical to expand profitability, productivity, and growth rates of micro and small areas.

Basics of brand building in the banking industry

This article explores the fundamentals of brand building in the banking industry, emphasizing the increasing importance of brand management in a globalized and competitive market. The study delves into the theoretical and practical aspects of brand formation, drawing on insights from scholars such as K. Keller, D. Aaker, and others. It highlights the role of relationship marketing strategies in cultivating customer loyalty and underscores the significance of employees in brand building, particularly in the retail banking sector.
 The research reveals that service quality is a critical factor influencing customer satisfaction and loyalty, with a specific focus on electronic banking services. It discusses the challenges in building and promoting bank brands, including attracting consumer attention, promoting recall, and creating lasting relationships. The article also addresses the evolving landscape of the banking sector, emphasizing the impact of technology integration and heightened competition.
 Corporate image and reputation emerge as key elements in ensuring sustainable business growth, with a positive image contributing to customer retention and loyalty. The study underscores the importance of factors such as reliability, quality, customer orientation, social responsibility, and ethical business conduct in shaping a bank's corporate reputation. Additionally, the article explores the complex nature of service branding in the financial sector, particularly in retail banking, and the challenges associated with valuation and risk assessment.
 The quality of services, especially in electronic banking, plays a crucial role in customer satisfaction, loyalty, and retention. The article highlights the significance of meeting customer expectations and the role of emotional associations in shaping perceptions of service quality. It discusses the impact of trust on customer behavioral intentions, emphasizing the importance of security and risk considerations in electronic banking services.
 In conclusion, the article provides insights into the multifaceted dynamics of brand building in the banking industry, shedding light on the interconnectedness of service quality, customer satisfaction, and brand loyalty.

Entrepreneurship Development: A Crucial Factor for the Sustainability of Nepalese Microfinance Institutions (MFIs)

In this study, the researcher makes the efforts to examine impact of relationship marketing strategies followed The purpose of the paper is to highlight the prospects and challenges of entreprunership development programs of Nepalese microfinance institutions (MFIs) and their sustainability. Descriptive research design has adopted in the study based on review of best practices. Micro entrepruners are those types of members of microfinance who are graduated from microfinance. Nepalese MFIs faced a numbers of challenges for entrepreneurship development (EDs). Finding shows that unskilled human resources, low technical knowledge, financial constraints and poor financial literacy are main constraints of Nepalese MFIs for entrepreneurship development. Conclusion from the study is drawn that entrepreneurship development directly affects viability and sustainability of microfinance institutions (MFIs) through scale of loan disbursement, saving mobilization, profitability for further investment, business development, market analysis and complying with all rules and regulations provided by regulatory authority. The findings of the study might be applicable to the BFIs, MFIs, regulatory authorities, SMEs analyst, entrupruner and planners.

The Effect of Relationship Marketing on Customer Gratitude and Customer Loyalty at Farm to Table Business

Farm to Table Business is one of the platform for selling agricultural products by digital marketing that really needs a relationship marketing strategy to add customers and increase customer loyalty by increasing customer gratitude. Relationship marketing is a form of strategy to retain customers. The purpose of this research is to analyze the effect of relationship marketing on customer gratitude and the effect of customer gratitude on customer loyalty at Farm to Table Business. This study used a purposive sampling technique to determine the sample with a total of 100 respondents. The data analysis technique in this study used SEM PLS (Partial Least Square) with Warp PLS 7.0 software. The results of this research show that: (1) Relationship marketing has a positive and highly significant effect on customer gratitude by 0.22; (2) Customer Gratitude has a positive and highly significant effect on customer loyalty by 0.56.

Tourism Marketing Strategy of Legenda Tapaktuan Tourist Attraction in South Aceh District, Aceh Province

This study aims to identify and produce a relational marketing strategy for the Legend of Tapaktuan tourist attraction. This research used relational theory and emphasized partnership and collaboration with the aim of a sustainable tourism program. Indicators in related programs can relate to the relationship between various parties involved in the tourism industry. The problem formulation in this study is the ideal marketing strategy for the Legend of Tapaktuan tourist attraction in Aceh Province. This study used a descriptive method with a qualitative approach. The results showed that the South Aceh District Tourism Office has tried to promote not only through out-of-town trips but also through online media. To make the Tapaktuan Legend tourist attraction more advanced, the South Aceh District Government carried out the first promotion strategy, advertising and promoting Tour Travel Online services on a number of social media platforms such as Instagram, Facebook and Twitter. The government also offers a number of tour packages by participating in expo activities outside the region to introduce and re-promote tourist destinations, especially the Tapaktuan Legend tourist attraction as an icon of South Aceh. Tourists only need to download an application that provides many features that can be used, such as directions, maps, lodging, and how to get to the location. This application also provides a transportation feature that will make it easier for tourists to visit tourist sites.

CREATION OF TRADE MARKETING SYSTEM ARCHITECTURE OF SILK ENTERPRISES

In this article, research was conducted on the directions of forming the architecture of the trade marketing system of enterprises aimed at creating value for customers. " Y " matrix evaluation method was used to study the problems in the trade marketing system. The results of the expert assessment of the flexibility of the trade and marketing system of silk enterprises allowed to determine the main directions in the formation of the architecture. Also, relationship marketing strategies have been suggested in trade marketing channels in silk industry.

Proposed Relationship Marketing Strategy for Used Car Dealer

Indonesia has been one of Southeast Asia’s largest used car markets. Approximately 2.5-3 million used cars are sold annually. The increased competition in the automotive industry has heightened the emphasis on improving customer relationships. ABC Showroom (pseudonym) is a local used car dealer in Bukittinggi currently facing unsatisfactory sales performance and lacking relationship marketing strategy. The aim of this research is to formulate the relationship marketing strategy for ABC Showroom and find out whether the strategy differs amongst its customer persona. Internal analysis and external analysis are conducted to formulate the strategy. The internal analysis consists of marketing mix (7P) and STP analysis. The external analysis includes PEST analysis and competitor analysis. A quantitative approach using a survey is carried out to collect information on target market preferences regarding the proposed relationship marketing strategy, specifically personal selling, personalization, and after-sale service. The total of respondents obtained in this research is 240 respondents. The Two-step clustering analysis is conducted to build the customer persona of ABC Showroom. Analysis continued by conducting the Kruskal-Wallis test to find out if the proposed strategies differ amongst customer persona. Based on the result of the Kruskal-Wallis test, the proposed strategies do not differ amongst customer persona. Findings on internal analysis and external analysis are summarized with a SWOT matrix. Then the TOWS matrix is used to assist the author in formulating the relationship marketing strategy while tailoring it with the survey result. The relationship marketing strategies proposed includes improving salesperson performance by providing target and uniform, providing remarkable test drive experience, providing proactive and caring customer service, providing personalized offers and car products, and providing after-sales services such as warranty, repair, and maintenance service, car ownership transfer and vehicle plate transfer assistance, and car tax payment assistance.

An Empirical Study of Smartphone Companies in An Emerging Economy: The Role of Trust and Commitment in Fostering Consumer Engagement and Loyalty Via Social Media

The purpose of this research is to learn more about the mental processes that drive customer involvement, with a focus on the roles that loyalty and trust play in this phenomena online. By investigating the connection between brand engagement on social media, brand affection, consumer trust, and brand loyalty, this study hopes to fill a vacuum in the existing literature. SEM smartPLS was used to analyze data from 251 replies on smartphone and clothing brands. Customers' commitment and trust are moderated not by their feelings but by demographic factors like age and gender. There is a direct and an indirect connection between consumer involvement and trust. Customer happiness, brand loyalty, and brand devotion are all factors that may be predicted and developed with active consumer engagement, as the study shows. Although not all of the predictions of the conceptual model are supported by the data presented here, the study does offer important theoretical and practical insights into how to improve customer engagement, relational marketing strategies, and the consumer acquisition process. The novelty and significance of this article come from its analysis of what motivates customers to interact with a brand online and from the creation of a conceptual model that examines the role of customer engagement as a mediator in the generation of brand loyalty, brand love, and customer satisfaction

Influence of Marketing Turnaround Strategies on Performance of Uchumi Supermarket in Nairobi City County, Kenya

Many retail outlets in Kenya are facing declining performance due to myriad of challenges from changing business environment. One of the major variables threatening their performance is marketing aspects. The organizations work hard in their distress for survival. To effect this, they initiate and implement marketing turnaround strategies to attain recovery and sustainable performance. This article is an effort to study and establish the relationship between marketing turnaround strategies and organizational performance. Specific marketing turnaround strategies studied included aggressive marketing stance of the company’s products, development of new products, marketing of new products, marketing of the company’s history, adoption of relationship marketing strategy, adoption of multichannel marketing strategies, market acquisition strategies through promotions, market retention strategies through promotions, marketing of the company values such as home-grown, and marketing of the company’s service elements. The objective of the study was the relationship of marketing turnaround strategies on performance of Uchumi supermarket. The study used a casual research design. The investigation was carried out using open ended, closed ended questionnaires and interviews. The theories underpinning the study were Resource Based View, Dynamic Capabilities Theory, Open Systems Theory, and competitive theory. The target population is 450 Uchumi supermarket staff members respectively. The sample size of the study was 82 employees. The validity of the questionnaire was examined using the face and content validity while the reliability was examined using the Cronbach alpha coefficient. Data analysis was carried out using descriptive statistics (means, frequency distribution and standard deviations) and inferential statistics (linear correlation and multiple linear regressions). The null hypothesis was rejected since F (10, 58) = 17.413, p<0.05. Since p value is 0.000, it implied that there is a 0.000% likelihood or probability that the model gave a wrong prediction and therefore the model was found to a good fit of the data. Therefore, the alternative hypothesis that marketing strategies have significant influence on organizational performance of Uchumi supermarket was adopted.

Importance of Relationship Marketing in Respect of Customer Loyalty: A Quantitative Investigation

The purpose of this abstract is to investigate the role of relationship marketing in fostering customer loyalty. Relationship marketing is a strategy for companies and their customers to build long-term, mutually beneficial relationships. To ensure long-term success in today's competitive market, businesses must prioritize customer retention. Relationship marketing comes into play here, emphasizing the importance of developing strong, personal relationships with customers. Customer loyalty is critical to the success of a business because loyal customers buy more frequently and spend more money than new customers. Relationship marketing has been demonstrated to increase customer loyalty by fostering trust and communication between businesses and their customers. Businesses can gain a better understanding of their customer’s needs and preferences through relationship marketing and tailor their products and services accordingly. This results in a more personalized experience for customers, which increases loyalty. Moreover, relationship marketing is a marketing strategy that emphasizes long-term customer relationships through a focus on their needs and preferences. According to the findings, relationship marketing strategies can increase customer loyalty by encouraging trust, communication, and mutual benefits. It also emphasizes the significance of customer satisfaction in relationship marketing and how it can result in positive word-of-mouth, repeat purchases, and increased profits. This abstract emphasizes the importance of relationship marketing as a powerful tool for cultivating customer loyalty and increasing business success.

The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers

Basically, relationship marketing focuses more on creating customer value through interaction with customers to get information regarding evaluation of customer needs and expectations on an ongoing basis. Interaction with customers must be conducted, because customer involvement can increase customer value, so that the company can meet their expectations and needs. Furthermore, customer satisfaction, customer trust, and customer retention can be influenced by the implementation of a relationship marketing strategy. This study aims to examine and analyze the correlation between relationship marketing variables to switching barriers, customer satisfaction, customer trust and customer retention. Regarding to the objectives and study hypotheses, structural equation technique (SEM) is considered as relevant to be used. The population in this study was BNI customers who are members of BNI Emerald in East Java Province. The sample was obtained based on the top five BNI branches. Furthermore, the sample was determined by area proportional random sampling based on branches with a total sample of 141 respondents. Based on the study results, it is concluded that the effect of Relationship Marketing on Switching Barriers, Customer Satisfaction, and Customer Trust is positively significant. As a result, relational marketing is positioned as the primary exogenous variable to be investigated in conjunction with other relevant factors, such as switching barrier variables, customer happiness, customer trust, and customer retention. Customer satisfaction has a considerable positive impact on customer trust, indicating that the better the customer satisfaction, the higher the customer trust. Customer satisfaction has a positive and considerable impact on customer retention, indicating that the better the customer satisfaction, the higher the customer retention.