Relationship Marketing Strategies Research Articles

PENJUALAN ADAPTIF SEBAGAI PEMEDIASI KINERJA TENAGA PENJUALAN PERUSAHAAN ASURANSI DI JAWA TENGAH

MEA is an opportunity and a challenge for the business world, not without its implications for the insurance industry in Indonesia. Another challenge comes from Indonesia's own domestic policy regarding the existence of the Health Social Security Organizing Agency (BPJS) for the enactment of Presidential Regulation No.111 of 2013 which mandates that every company must register its employees with BPJS. This Perpres indirectly shifts the opportunities for cooperation between private insurance companies and their policy holders. So that private insurance must strive to attract and maintain long-term good relations and be able to provide satisfaction to policyholders is to implement a relational marketing strategy that is the key to success in the performance of salespeople. The purpose of this study is to develop concepts and test empirically constants that contribute greatly to the performance of salespeople and strategies that can be used by insurance company management to improve the performance of salespeople. This study examines and analyzes the causal relationships between constructs in the model, namely the construct of customer orientation, competitive intelligence, and on the performance of salespeople with adaptive sales as mediators. The analysis used in this study is Structural Equation Modeling (SEM) using the AMOS version 22.0 for Windows. The number of samples analyzed was 210 respondents, insurance salespeople in Semarang, Solo, Yogyakarta. The results of this study are that customer orientation, competitive intelligence has an effect on sales force performance mediated by adaptive sales. As for the direct influence of customer orientation on sales performance is not significant. Similarly, the direct influence of competitive performance on sales force performance is not significant.

Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram

The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.

Effects of Corporate Social Responsibility on consumer brand loyalty

Purpose – This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach – We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings – This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfaction. Brand attitude does not appear to play a significant role in the influence of CSR on loyalty. Originality/value – We study the effect of CSR associations, brand awareness, satisfaction, and brand attitude as drivers of brand loyalty, conceived as a reflective second-order construct with four dimensions: attitudinal loyalty, purchase intention, expenditure level and intention to recommend. It is important to construct relational marketing strategies that integrate CSR with consumer orientation using the three dimensions of the model validated in the study: brand awareness, satisfaction and brand attitude.

Relationship Marketing on Loyal Customer

Total Bangun Persada (TOTAL) is a construction company that builds international-standard buildings and focuses on high-end market segmentation. It has Customer Care Department which maintains relationships by answering customers’ inquiries. TOTAL’s Customer Care - after sales service takes place after the project maintenance period, to support TOTAL’s core service: “building construction”. TOTAL delivers quality service through its Customer Care as part of their relationship marketing strategy. The research is meant to discover how TOTAL’s Customer Care contributes to the relationship marketing strategy. Data analysis of the study would describes the ‘relationship marketing’ on customer market as conducted by Customer Care and to define the obstacles of the communication process in Customer Care activity. The research methodology used is qualitative to describe the communication process of relationship marketing implementation in TOTAL’s Customer Care. Serving a segmented market, TOTAL has ‘differentiation focus’ competitive advantage through lifetime guarantee in after sales service. TOTAL’s relationship marketing on customer market defined by their after sales service, does not limited to serve building repairs – compensation for damages besides civil work might occur if the cause was within TOTAL’s scope of work. With no significant communication obstacles apparent, TOTAL provides multi-channel integration for their customers such as Email for communicating detailed information; Whatsapp contact for short message or call for immediate response; office landline contact also available. External informant has positive response about TOTAL’s after sales service responsiveness provided by Customer Care Department.

Faktor-Faktor Yang Mempengaruhi Customer Retention Di PT. Erafone Mega Mall Manado

The objective of this research was to Analyzing the variables of trust, commitment of communication and handling The complaint simultaneously and partially towards to customer retention of mobile products and most dominant variables of trust, commitment, communication and handling The complaint in influencing customer retention at PT Erafone Mega Mall. Where companies must be able to have strategies in attracting and retaining customers such as relationship marketing strategies that have 4 variables, namely : trust, commitment, communication and secure of complaints. When a company is able to carry out that strategy well, consumers will feel satisfied and comfortable with the sold products and services provided by the company to consumers and when it goes well, it is likely that consumers will buy again and can recommend products from the company. - This type of research is a type of descriptive research verification. The data collection technique in this study used questionnaire and literature. To examine the effect of customer retention on customer satisfaction by using multiple linear regression test analysis techniques. The tools used in the test instrument data are validity and reliability test, assumption test (normality test, multicellularity test and heteroscedasticity test). The results of this study indicate that the four independent variables have a significant and simultaneous effect on customer retention. While the most dominant influence on customer retention is customer trust in using PT ERAFONE Manado products.

User engagement from within the Twitter community of professional sport organizations

ABSTRACTPurpose: The purpose of this study was to analyze user engagement from within the Twitter community of professional sport organizations (i.e., social media networks).Design: Utilizing Affinio, a cloud-based social media analytics platform, Twitter network data from four professional sport teams based in Toronto, Canada were extracted and analyzed to determine demographics, relevant interests, and temporal activity of the networks.Findings: Results confirm that these communities are mostly comprised of Millennial users interested in the other Toronto sports teams, rival- or competing- teams, but who engage in social media during non-games time periods.Implications: Given these results, the study posits that to enhance their Twitter community, organizations should refine their relationship marketing strategies accordingly, including reconsidering when they post and activate campaigns, to align with users interests and Twitter peak activity.

Enhancing Patient Satisfaction - Relationship Marketing Strategies of Two Specialist Hospitals in Accra, Ghana

Paying attention to the perspectives of clients, improving the competencies and skills of providers, working environment and motivating staff among others could help improve quality of care. The study examined how relationship marketing strategies enhance patient satisfaction with healthcare services. Data was gathered using a multi-stage sampling technique to recruit 200 participants to respond to a structured questionnaire at two specialist hospitals. Data was analyzed using the Statistical Package for Social Sciences / STATA software. Frequencies were run to compare the patients’ demographic variables and the relationship marketing orientation indicators. The Mann-Whitney test showed a statistically significant difference in eight relationship marketing strategies between patients of the two hospitals. The study recommends that healthcare managers integrate relationship marketing strategies into their strategic management framework so that health providers could apply them to improve upon their relationship with patients, service performance, enhance patient satisfaction and quality of care.

The Effectiveness of Relationship Marketing Strategies in Driving a Competitive Advantage: A Case of Zimbabwean Banking Sector

Relationship Management dimensions are business strategies designed to assist the organization to maintain a competitive advantage, reduce costs and increase profitability by solidifying customer loyalty. With intense competition among commercial banking sector, this research study sought to analyze the effectiveness of relationship marketing strategies in maintaining a competitive advantage in Zimbabwe. The secondary objectives of this study was to investigate the different relationship marketing strategies that can be used in the commercial banking sector, evaluate why relationship marketing is important in the commercial banking sector and find out challenges faced by the commercial banking sector in successfully implementing relationship marketing. The research study adopted a mixed research strategy, a cross-sectional survey research design because it accorded the researcher an opportunity to capture data from respondents at a point in time and showed significant associations among variables. The targeted population was 50 employees from commercial banks. Questionnaires were circulated to 30 employees of commercial banks in Chegutu through a convenience sampling method. Based on the analysis of the responses received through these questionnaires, it emerged that commercial banks in Chegutu, Zimbabwe attach many meanings to the concept of relationship marketing. The majority of bank officials in Chegutu associate relationship marketing with forming long-term relationships with customers. Moreover Commercial banks consider relationship marketing as a programme that creates unnecessary expense in their operations. Relationship marketing is seen as something that has no quantifiable benefits to the banking organization. The findings also showed that the employees of the commercial banks were customer oriented, handled the customers well and served them at the promised time. The study concluded that CRM is an important aspect in achieving competitive advantage in the banking industry. The study recommends that the government and the commercial banking management should ensure that the commercial banks are upgraded with modern technological facilities, standardization of the training curriculum for service providers in the commercial banking industry and come up with well - defined customer loyalty programs for them to gain competitive advantage. The study proposes that future research should be extended to financial, other banks which are not commercial and insurance institutions whose relationship marketing issues closely relate to those of the commercial banking industry.

Marketing de Relacionamento: a utilização de estratégias digitais em Odontologia

Objetivo: analisar as estratégias digitais conhecidas e utilizadas pelos cirurgiões-dentistas em relação ao marketing de relacionamento. Material e Métodos: trata-se de uma pesquisa quantitativa, descritiva, documental, de campo e transversal. A pesquisa foi realizada por meio de um e-mail padrão enviado aos cirurgiões-dentistas do Estado de Santa Catarina, contendo um link para o questionário e o Termo de Consentimento Livre e Esclarecido. Resultados: após o período de coleta de dados, foram analisados ??31 questionários eletrônicos respondidos pelos cirurgiões-dentistas, delineando um perfil predominante dos participantes do estudo contendo mais frequentemente mulheres jovens, brancas e solteiras, com algum tipo de pós-graduação, variando de 1 a 4 anos de treinamento, sendo geralmente proprietários do lugar onde trabalham, com mais de uma relação de trabalho. As estratégias digitais mais conhecidas pelos participantes foram Facebook, WhatsApp, Instagram e Websites. Por sua vez, os mais utilizados foram o Facebook e o Instagram, e uma porcentagem significativa relatou não usar nenhuma estratégia digital. Conclusão: os cirurgiões-dentistas de Santa Catarina apresentaram pouco conhecimento sobre a definição de Marketing de Relacionamento e estratégias digitais. Embora as mídias digitais mais reportadas tenham sido o Facebook e o Instagram para fins de aprimoramento e comunicação, a mesma mídia tem sido pouco utilizada para ações de Marketing de Relacionamento.

Online relationship marketing

Online interactions have emerged as a dominant exchange mode for companies and customers. Cultivating online relationships—defined as relational exchanges that are mediated by Internet-based channels—presents firms with challenges and opportunities. In lockstep with exponential advancements in computing technology, a rich and ever-evolving toolbox is available to relationship marketers to manage customer relationships online, in settings including e-commerce, social media, online communities, mobile, big data, artificial intelligence, and augmented reality. To advance academic knowledge and guide managerial decision making, this study offers a comprehensive analysis of online relationship marketing in terms of its conceptual foundations, evolution in business practice, and empirical insights from academic research. The authors propose an evolving theory of online relationship marketing, characterizing online relationships as uniquely seamless, networked, omnichannel, personalized, and anthropomorphized. Based on these five essential features, six tenets and 11 corresponding propositions parsimoniously predict the performance effects of the manifold online relationship marketing strategies.

Blending Internet-of-Things (IoT) solutions into relationship marketing strategies

With contemporary life becoming more instantly connected and as the disruptiveness of technologies is occurring at a faster pace, the Internet-of-Things (IoT) is now even more accessible and common, prompting companies to adopt IoT solutions to improve their customers' experiences. IoT enables physical devices to connect and exchange data through the Internet by collecting strategic information, thus creating opportunities for companies to become more efficient and responsive to market changes. This paper thus investigates how companies are blending IoT solutions into their relationship marketing strategies and focuses on finding how this combination can boost business performance and what the challenges are when dealing with disruptive technology changes.To explore the subject's detailed information and to get a better understanding of managerial decisions concerning IoT, this research conducts in-depth case design analysis from a company's point of view. The data presented herein come from two main sources: open-ended interviews and direct observations, with the interviewees holding high managerial positions in Taiwan's IoT industry. This study aims to contribute to the literature by bringing awareness to the importance of closely following technological trends in combination with relationship marketing strategies and how they help firms remain competitive and profitable.The results of this empirical research shed light on the importance of understanding the impacts of IoT solutions on businesses, especially on clients' behaviors and the development of targeted strategies. The cases herein present similarities on the awareness of the speed of disruptive technologies like IoT, the importance of developing new solutions aligned with new technologies, their impact at creating new business solutions, and their contribution to the development of firm strategies. The findings also show that the application of innovative IoT solutions positively affects the process of developing long and successful relationships through relationship marketing actions. Conversely, concerns related to data security vary according to business segments and relationship marketing pillars such as trust, commitment, and reliability, which could help reduce feelings of ambiguity.This research contributes to filling the gap in the literature by offering a deeper understanding of the correlation between IoT and relationship marketing. Moreover, we illustrate how a combination of these two factors can contribute to the development of stronger marketing strategies, as well as their implications on business. The results of this research suggest further and more comprehensive investigations are needed in the future in order to explore the topic in greater depth and to see how the speed of technology is evolving.

Facebook Marketing and its Influence on Consumer Buying Behaviour in Kathmandu

<p>Facebook is one of the leading and rapidly growing online networks. With over 845 million users, Facebook is a very effective place for businesses. There is possibility to attract new customers, build online relationships and use Facebook as an online marketing communication channel. With its highly targeted marketing features and its smooth ability to spread information across the networks of each other, Facebook becomes an important marketing place for marketers these days. Facebook is a convenient medium for customers and prospects to communicate directly to brand representative or about your brand with their friends. However, the question is, which group of people are actually receiving the information and does this information influence their buying behaviour?</p><p>This paper aims to answer this question based on a study regarding the online activities of 200 Facebook users, by identifying and understanding the consumers buying behaviour varied with different factors like age, gender, occupation, income and how different factors related to Facebook have influenced the respondents’ perception of Facebook marketing in Kathmandu valley. The secondary data comes from several reports, past research, published articles, books, newspaper, website and journals. For clarity purposes, data obtained was reported using simple percentages and frequencies. The study uses mathematical tool, SPSS and Microsoft excel to present the data into quantitative form.</p><p>Results of the analysis indicates that although marketers spend hours in building brand image, the study found that consumers are less concern about the brand image while making a purchase decision. The findings also reveals that people are more influenced by word of mouth and opinion given by the people they know on Facebook and it substantially affects their buying behaviour. The least effective Facebook marketing factor is celebrity endorsement which implicates that consumers are more affected by views of friends and family rather than endorsement done by celebrities. This calls for more conjunct efforts on the part of companies, ad agencies and advertisers to extend their brand equity and build their customer base. Marketers should adopt relationship marketing strategy and work on bonding with customers for positive impact with better communication and interaction. The targeted customer should be the opinion leaders and social group to facilitate more patronage of the marketed product or service.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 111-128</p>

Relationship marketing strategy

PurposeThe purpose of this paper is to explore how strategies are put in place to formulate policies regarding the introduction and implementation of relationship marketing (RM) in the health sector, and how RM strategies are designed as part of the curricula for the training of prospective health professionals in Ghana.Design/methodology/approachData were gathered using interviews and documentary review. A purposive sampling technique was used to recruit policy makers and health educationists in Accra for in-depth interviews. Qualitative interviews were analysed using framework analysis.FindingsThe findings revealed that, currently, there is no policy framework on RM in the health sector nor included in the curricula of health training institutions in the country.Research limitations/implicationsDue to limited time and funding constraints, the study could not include many policy makers, educationists, health providers, facilities and regions outside the Greater Accra region of Ghana. This means that the authors missed out on useful insights from other relevant policy makers/educationists who would have added to the knowledge that this study contributes. There were still some areas that this study could not cover, including the lack of an exploration of the perceptions of health providers and patients.Practical implicationsEvidence from the current research provides the basis for scaling up of a similar study to the whole country to address the perennial RM or quality of care/patient satisfaction issues persisting in health facilities in the country. The outcome of this large-scale study would help to confirm the findings of the current study on the adoption and incorporation of RM into both policy framework and curricula of health training institutions in Ghana. The findings would culminate in the preparation and utilisation of guidelines on RM for client-centred service delivery in the health sector of the country.Social implicationsThis paper argues that RM orientation could enable health professionals to improve upon their healthcare service performance and quality of care so as to enhance patient satisfaction.Originality/valueThe study recommends that RM should be adopted by health policy makers and designers of curricula for health training institutions.

Epistemology of Relationship Marketing Strategies

Relationship marketing strategies are designed to building customer loyalty by providing value to all the parties involved in the relational exchanges. The chosen field for this article was the online travel industry. The Indian online travel industry growing at a steady rate. However, the success of the online travel industry is not guaranteed despite of its significant growth potential in India. Rather, it is contingent upon understanding complex consumer shopping behavior. This article is aimed at exploring the epistemology of relationship marketing strategies, and to assess the extent to which these strategies would benefit online travel industry in retaining their customers. This article is exploratory in nature and is built upon the thorough review of past literature documented in earlier research papers, media articles, news items, and website information. The outcome of the article reveals various strategies that the players of online travel industry may employ to develop long term relationships with their customer.

해양스포츠센터의 고객관계마케팅과 관계품질 및 행동의도의 구조적 관계

The purpose of this study was to demonstrate the structural relationship among customer relationship marketing, relationship quality and behavioral intention of marine sports center participants. For this purpose, the study represents participants playing at marine sports center in Gyeonggi-do and Seoul in 2017 and 300 persons were chosen by the conveniecne sampling method. The 290 collected data were used by IBM SPSS Statistics 23 and SPSS Amos 23 programs. The study was conducted by frequency analysis, confirmatory factor analysis, reliability analysis, correlations analysis and structural equation model analysis. On the basis of the results, we drew the following conclusions. First, it was shown that customer relationship marketing strategy had a meaningful influence on relationship quality. Second, it was discovered that customer relationship marketing strategy had a meaningful influence on behavior intention. Third, relationship quality had not a influence on behavior intention.

Pengaruh Relationship Marketing terhadap Loyalitas Pelanggan pada Nasabah Bank BTPN KCP Sepanjang

Relationship marketing is a process of creating, maintaining and improving the strength of the value-laden relationships with customers and other stakeholders. In relationship marketing strategy there are several variables that can increase customer loyalty to the company. Among them are trust, commitment, communication and conflict resolution. This study aimed to examine the effect of relationship marketing on customer loyalty either partially or simultaneously. The sampling method used accidental sampling. Customer BTPN KCP Sepanjang the population, so the number of samples obtained by 110 customers. Methods of data analysis using multiple linear regression with SPSS software assisted. Results of the analysis in this study shows that there is significant relationship between the variables of trust, commitment, communication and conflict resolution to customer loyalty either partially or simultaneously

Relationship Intention and Length of Customer–Firm Associations in Two Emerging Markets

ABSTRACTDespite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. Targeting customers based on the length of customer-firm association could also be flawed as the success of doing so is disputed. This study explored relationship intention under cell phone customers in two emerging markets, namely the Philippines and South Africa. Findings show that relationship marketing strategies should only be focused on customers displaying high relationship intentions rather than, erroneously, investing in relationships with customers based on association length.

유소년 스포츠클럽의 관계마케팅 전략이 신뢰, 몰입 및 구매 후 행동에 미치는 영향

본 연구는 유소년 스포츠클럽의 관계마케팅 전략이 신뢰, 몰입 및 구매 후 행동에 미치는 영향을 규명하는데 목적을 두었다. 이와 같은 목적을 달성하기 위해 서울 소재의 유소년 스포츠클럽에 회원으로 등록되어 있는 유소년을 모집단으로 선정하였으며, 편의추출법을 사용하여 250명의 표본을 추출하였다. 이 중 불성실한 응답을 제외한 219부의 설문지가 분석에 이용되었다. 자료처리는 SPSS WIN Ver.18.0 프로그램을 이용하여 빈도분석, 탐색적 요인분석, Cronbach′α, 상관관계분석 및 다중회귀분석을 실시하였으며, 다음과 같은 결론을 도출하였다. 첫째, 유소년 스포츠클럽의 관계마케팅 전략 중 고객관계회복전략, 사회적 전략, 구조적 전략이 신뢰에 영향을 미치는 것으로 나타났다. 둘째, 유소년 스포츠클럽 관계마케팅 전략 중 사회적 전략이 몰입에 영향을 미치는 것으로 나타났다. 셋째, 유소년 스포츠클럽의 관계마케팅 전략 중 고객관계회복전략이 구매 후 행동에 영향을 미치는 것으로 나타났다. 마지막으로 유소년 스포츠클럽의 신뢰 및 몰입이 구매 후 행동에 영향을 미치는 것으로 나타났다.

Store Attributes: A Sustainable Strategy to Influence Customer Satisfaction and Purchase Intention

This research examines the influence of store attributes namely store assortment, aesthetics, store convenience, and store service and customer relation on customer satisfaction and purchase intention. A sample of 373 customers were used to collect data using convenient sampling methods at the time of shopping from various hypermarkets located in Selangor. A Likert-scale questionnaire from 1 to 5 was used to measure the items. To analyses the data, SPSS and AMOS software were used. The path analysis showed that store assortment, aesthetics and store convenience had a positive and significant impact on customer satisfaction and purchase intention except store service and customer relation. Therefore, it is very vital for retail managers and marketers to promote these attributes and make it visible for customers to increase satisfaction and purchase volumes. This research potentially contributes to develop and implement more successful relationship marketing strategies for retailers and managers. Also future researchers could emphasis on extending this research by comparing local and foreign hypermarkets attribute and whether there exit any difference in the eyes of customer.