Relationship Marketing Strategies Research Articles

Optimizing Customer Relationship Management with Surprise Program: A Quantitative Approach

This research explores the implementation of customer relationship marketing strategies through the a program launched by PT XYZ. The program was designed to enhance customer loyalty with personalized special offers and exclusive promotions. This study employs quantitative methods and the data were obtained from the analysis of company reports and customer demographics, geography, behaviour, and psychology. Using K-means clustering, this study analyses data collected from XYZ's CRM surprise program, focusing on customer interests in video, games, and music, as well as their payment methods (prepaid or postpaid). The findings reveal significant variations in digital content consumption between prepaid and postpaid users. This segmentation enables XYZ to tailor its service offerings more effectively. The study highlights the potential for increasing customer satisfaction and loyalty through personalized offers, underscoring the importance of behavioural and psychographic data in optimizing service delivery.

Relationship Marketing and Customer Loyalty among Deposit-Taking SACCOS in Western Kenya

Deposit-taking Savings and Credit Cooperative Societies (SACCOS) in Kenya have faced significant challenges due to intense competition and declining customer numbers, which underscores the need for further investigation into relationship marketing strategies. A key research gap is the role of digital platforms in moderating the effectiveness of these strategies and their impact on customer loyalty. This study aimed to evaluate how digital platforms influence the relationship between relationship marketing (RM) and customer loyalty among SACCOs in Western Kenya. Using Relationship Commitment, Social Exchange, and Commitment Trust theories, the research focused on 23 SACCOs with 37,137 customers and surveyed 396 respondents, including prior pilot study. Descriptive and correlational research designs were used, with data collected via self-administered questionnaires and systematic sampling. Analysis with SPSS assessed validity and reliability, employing descriptive statistics and inferential methods such as Pearson’s Correlation, Simple Linear Regression, and Hierarchical Regression Analysis. Assumption tests confirmed that the research data met normality, linearity, homoscedasticity, and multicollinearity criteria, with a response rate of 87.63% and significant correlations (p<0.05) among variables. Digital Platforms were found to contribute significant moderating role on the link between Relationship Management and Customer Loyalty (p<0.05), emphasizing features like interactivity, personalization, and trustworthiness. The results suggest that in order to enhance customer experience, SACCOs should allocate resources towards the development of user-friendly digital platforms, utilize data analytics in targeted marketing efforts, so as to enhance engagement with the community via online channels. Moreover, it is crucial for SACCOs to prioritize personalized service, establish trust, and strive for continuous improvement, while taking into account regulatory revisions, in order to maximize the effectiveness of digital platforms within the financial sector.

Examining consumers' perceptions of relationship value with retailers: a multi-method approach

PurposeThis study employs a multi-method approach to investigate how perceived relationship marketing investment affects perceived relationship value and consumer gratitude, influencing consumer involvement, word-of-mouth intentions, and long-term relationships across three retail consumer types.Design/methodology/approachThe study analyses a model involving 542 consumers, employing structural equation modeling and fuzzy-set qualitative comparative analysis to identify distinctive factor configurations across public, semi-public, and private retail organizations.FindingsA retailer’s investment in relationship marketing significantly enhances relationship value and consumer gratitude, leading to increased engagement and word-of-mouth intentions. Perceived benevolence moderates the effect of relationship marketing on gratitude. However, gratitude alone does not ensure long-term relationships. Using fsQCA, we identify four distinct consumer configurations, providing nuanced insights.Research limitations/implicationsRetail organizations broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.Practical implicationsRetail organizations should broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.Social implicationsManagers should develop strategies that lead to consumer gratitude toward the firm, such as journey mapping can help visualize retail delivery. Grateful consumers may contribute to firms’ profitability by influencing current and potential consumers in their social networks and communicating their expertise through review/feedback for improvement. Therefore, various strategies are needed to stimulate positive comments from grateful consumers about the firm’s excellent performance.Originality/valueThis study builds on Lawler’s affect theory, highlighting how relationship value and consumer gratitude profoundly influence exchange process outcomes. It introduces new psychological mechanisms to explain the impact of perceived relationship marketing investment on performance outcomes. Integrating these elements provides a comprehensive understanding of retailer–consumer dynamics, revealing how emotional and psychological factors shape marketing strategies and business performance. This contribution enriches theoretical frameworks and offers practical insights for enhancing relationship marketing practices.

Relationship Marketing Strategies for Student Recruitment in Higher Education Institutions

With increasing competition in the Higher Education market, institutions face significant challenges in attracting and retaining students. This chapter explores relationship marketing strategies as a crucial approach to attract and maintain students. It examines key factors influencing the choice of a higher education program, challenges faced by institutions, and recommendations to enhance their student recruitment and retention practices.

A fuzzy approach to determining antecedents to green cosmetic consumption in India

PurposeHeightened public concerns for the global environment due to human overexploitation have given rise to many green product initiatives by businesses. Green cosmetics (GC) are products developed and marketed based on ecological sustainability and have shown increasing consumer appeal worldwide. The current research investigates the antecedents of green cosmetics consumption among Indian GC users, hitherto un-investigated comprehensively.Design/methodology/approachThe study is a cross-sectional pairwise comparison of green evaluation criteria for cosmetics using an expert panel of thirty Indian cosmetic users using a fuzzy analytic hierarchy process (F-AHP) and investigate the impact of a comprehensive list of antecedents on the multi-criteria category consumption decision.FindingsThe study results indicate that perceived consumer effectiveness is the most critical factor for green cosmetics consumption in India, followed by brand trust, behavioural control, and environmental effectiveness. The least important factors are price and social norms.Research limitations/implicationsAs the GC category is at nascent stage in India the investigation is limited to the GC category innovators – a set of people high in intellectual and financial resources. The study is also limited to women users as the male cosmetic market in the country is still very small.Practical implicationsThe study results can help marketers in designing and implementing GC related marketing strategies to deliver higher customer value to the target segment. Academicians can use the study results for better prediction of category related behaviour of consumers.Social implicationsThe study results will help promote GC category adoption and usage which can benefit the environment and consumer health.Originality/valueThe study contributes to literature and practice by assessing a comprehensive set of critical antecedents to GC adoption using a novel approach of F-AHP and an expert user panel. The study results offer insights to marketers that can be used to develop suitable strategies to convert non-GC users into GCs in India and similar markets, improving category penetration and benefitting marketers, retailers, users, and the environment.

The Impact of Relationship Marketing Dimensions on Financial Indicators of Stock Exchange Market Companies

Successful businesses use a variety of tactics to accomplish their objectives, one of which is relationship management with investors and shareholders. Their best application in today’s business world is a long-term competitive advantage. One of the ways to create and retain this relationship is to use relationship marketing (RM). Various dimensions shape RM, which can be different in industries and markets. This paper aims to identify the effective RM dimensions in the capital market and examine the impact of these dimensions on the financial indicators of the capital market, which are important from both the perspectives of companies and investors, including stock liquidity, stock return, and capital cost. To identify the key dimensions, ranking based on their importance has been done using the analytic hierarchy process (AHP) method. A multivariable linear regression model has been employed to test the research hypotheses. Stock companies have been selected based on the screening method from the companies admitted to the Tehran Stock Exchange from 2019 to 2022. Based on the findings, it can be concluded that the coordinated management of various aspects of RM has the potential to enhance liquidity and stock returns while simultaneously reducing the cost of capital. Given the significance of these indicators, particularly in developing economies like the Iranian capital market, companies can leverage RM strategies in their interactions with shareholders to improve market conditions.

Investigating the Effect of Institution Reputation on Student Loyalty’s Dimensions in the Framework of Relationship Marketing in Higher Education

The intensifying competition among higher education institutions has prompted the adoption of relationship marketing as a strategy to attract and retain students. In this approach, students are viewed as customers, and their satisfaction and loyalty are key factors in a university’s success and profitability. Therefore, creating value for students is essential in this competitive environment. Relationship marketing emphasizes building long-term relationships and interactions with students through effective communication. To identify the essential factors of creating value for students and their loyalty, a questionnaire was distributed among 230 students of Kharazmi and Shahid Beheshti Universities. Further, the antecedents of loyalty were estimated further by using structural equation modeling and AMOS software. This study offers a novel approach by examining two dimensions of student loyalty-recommended and patronage-to provide a more comprehensive understanding of loyalty toward higher education institutions. According to hypotheses, results indicate that the students’ perception of the reputation of the higher education institution has a positive and meaningful relationship with dimensions of loyalty, and students’ perception of the reputation were only affected by the facility variable, and there is no significant relationship with service quality and social activities. The findings provide insights into effective relationship-marketing strategies that higher education institutions can adopt to enhance their reputation and foster greater student loyalty, encouraging both dimensions of loyalty. Universities can promote positive perceptions of institutional reputation and cultivate loyal attitudinal and behavioral tendencies among students by following this approach.

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.

Marketing strategies using the flywheel model in a cycling retail sector venture

The aim of this study was to establish digital marketing strategies using the flywheel model in an enterprise in the cycling retail sector. The methodology followed a qualitative approach, using descriptive and bibliographic types of research. A literature review was conducted, followed by an interview to understand the current state of the venture's strategies, and the inductive methodwas used to generate an analysis of the results. Along the same lines, a thematic analysis of the interview was used using the qualitative analysis software Atlas TI, supported by the bibliographic management software Zotero and Publish or Perish to support the research process. The results show that the venture has a digital and relationship marketing strategy, which evidences opportunities for improvement. Subsequently, the flywheel model was used to structure these strategies as a proposal for the venture. The conclusions show that digital marketing strategies contribute to the commercial management of organizations. In addition, the venture shows opportunities to optimizeits digital marketing strategies through the support of the proposals resulting from the research.

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.

Relationship marketing and customer loyalty at Cineplanet and Cinemark, Lima

The purpose of this research was to determine the relationship that exists between relationship marketing and customer loyalty of cineplanet and cinemark, Lima 2021. The research methodology under a quantitative approach corresponds to a non-experimental and cross-sectional design, correlational study, to determine the relationship of the variables. There was a sample of 300 clients from a population of 1,345 through non-probabilistic convenience sampling. Survey technique was used to administer the questionnaires. The result was that there is a correlation between relationship marketing and customer loyalty (r=0.807; p=0.000), demonstrating that relationship practices promote and favor customer retention in the service. Likewise, loyalty is also correlated with the dimensions of relationship marketing, with commitment being the most significant (r=0.763; p=0.000), favoring the success of future relationships. It is concluded that applying relationship marketing strategies can increase loyalty levels.

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 backward and forward 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.