Relationship Marketing Research Articles

Integrating green image with relationship marketing: A moderating role of green image

This study integrates social exchange theory, the biophilia hypothesis, the hierarchy of effects model, and self-congruency theory to examine how relational benefits and green image influence positive emotion, customer loyalty, and customer green behavior (CGB). Data were collected from 314 respondents via an online marketing research firm and analyzed using SmartPLS 4.0. The results show that customers’ perceptions of relational benefits have a direct impact on both customer loyalty and positive emotions. While green image significantly affects customer loyalty, it does not have a direct impact on positive emotions or CGB. However, green image enhances the positive association between customer emotions and CGB, suggesting that customers are more likely to engage in green behavior when they feel a positive emotional connection with a company they perceive as environmentally responsible. These findings suggest that restaurant firms should implement marketing strategies to improve their green image by emphasizing the value of relational benefits. Both theoretical and managerial implications are discussed.

Effect of Supplier Relationship Management Practices on Organizational Performance of Supermarkets in Kenya: A Case of Naivas Supermarkets in Nakuru County

Supplier relationship management is managing suppliers and vendors and enhancing strategic partnerships. The study’s goal was to establish the effect of supplier relationship management on organizational performance of Naivas supermarkets, Nakuru County. For companies to be established, they must focus on creating closer connections with other organizations to attain competitive advantage. This has made organizations develop the urgency to have lasting relationships with suppliers with intentions of increasing SC performance. This research sought to understand whether information sharing, buyer-supplier trust, supplier collaboration and supplier commitment positively contribute to organizational success and performance. SRM practices make organizational performance better however, there’s limited empirical evidence on their impact within supermarkets in Kenya, which presents a research deficiency that the research desired to fill. The investigation’s objectives included; to examine the effect of information sharing on the organizational performance of Naivas supermarket, to determine the effect of buyer-supplier trust on the performance of Naivas Supermarket, to determine the effect of supplier collaboration on the organizational performance of Naivas Supermarket. The theories were; social exchange theory, commitment trust theory of relationship marketing and resource-based theory. Descriptive research design was employed. The target population was 82 respondents working at the seven Naivas supermarket branches in Nakuru County. A census was employed in this study. The study used questionnaires and interviews. Questionnaires were issued to 82 respondents but only 70 were filled and returned. Interviews were conducted with top employees. Descriptive statistics and inferential statistics were employed for results interpretation. Data analysis was done through Microsoft excel Data analysis tool and SPSS. Results were displayed through tables. The first objective results showed that there’s a positive relationship between information sharing and organizational performance (r= .373, p value=0.001). The second objective results, imply a positive correlation between buyer-supplier trust and organizational performance (r=.369, p value= 0.001). Third objective indicated a significant positive relationship between supplier collaboration and organizational performance (r=.455, p value=0.000). The fourth objective’s results showed strong positive correlation between supplier commitment and organizational performance (r= .489, p value= 0.000). The study concluded that Naivas supermarkets in Nakuru consider practicing the objectives as this will lead to increased performance. The study recommends that it is important to have training programs for all involved and the service users have to be informed about the decisions that are related to supplier management. This study recommends that the supermarkets should work collaboratively with logistics providers.

Modeling of relationships between producer and consumer: The impact of advanced production equipment

Subject. The article discusses the influence of advanced production equipment on modeling the relationship between manufacturer and consumer. Objectives. The aim is to assess the impact of the organization's existing production facilities, created on the basis of modern machine tools, on the possibility of building mutually beneficial relations between the manufacturer and the buyer of products. Methods. The research rests on methods of economic and mathematical modeling, in particular, the game theory tools. Results. We formulated a meaningful model of idealized interaction between the parties in the process of concluding a contract for production and purchase of goods, offered a model of positional game of the parties with complete information, in which the participants consistently make decisions with understanding the opponent's previous actions. The analysis of the constructed model enabled to determine the situation of balance between the parties and demonstrate a decrease in consumer's influence on the results of the interaction, due to flexibility and adaptability of production capabilities of the manufacturing organization. Conclusions. The findings demonstrate the influence of aspect associated with the involvement of modern production equipment on the consumer's willingness to establish mutually beneficial relationships with the manufacturing organization. This provides a basis for subsequent implementation of partnership within the framework of relationship marketing.

Green Marketing Dynamics in the Food and Beverage Product Sector: A Bibliometric Analysis of the Influence on Consumer Loyalty

This bibliometric study explores the evolution and dynamics of green marketing within the food and beverage industry, with a specific focus on its influence on customer loyalty. Utilizing VOSviewer for network visualizations, the research maps the interconnectedness of key themes and authors over a significant period, highlighting the transition from traditional sustainability practices to more sophisticated, consumer-focused strategies that integrate service quality, customer satisfaction, and relationship marketing. The study reveals an evolving landscape where foundational marketing principles merge with modern green marketing needs, emphasizing the importance of genuine, consumer-centric approaches in fostering customer loyalty. The findings advocate for an interdisciplinary approach in research and suggest directions for future studies to further examine the empirical impacts of green marketing strategies, the role of digital technologies, and the global scalability of these practices.

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.

Principles of socially responsible marketing

The concept of socially responsible marketing is considered in the context of modern trends in the economic policy of the Republic of Belarus and the state of business ecosystems. On the basis of complex analysis of scientific points of view and adaptation to modern conditions of management the author’s definition of socially responsible marketing is offered, its differentiation from the concepts of socially ethical marketing and relationship marketing is carried out. A system of principles of socially responsible marketing has been developed as the fundamental principles of strategic management of a Belarusian enterprise, which should be understood as internal social responsibility; external social responsibility; environmental responsibility; compliance with legal and ethical standards; receiving a profit.

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.

How Do “One-Time Bidding, Average Price Win” Land Auction Rules Affect Land Prices: A Quasinatural Experiment in Suzhou, China

The land price reflects the supply and demand relationship in the land market and plays an important role in regulating land use. Improving land auction rules is of great significance for avoiding abnormal fluctuations in the land market and promoting the sustainable use of land resources. To regulate the abnormal fluctuations in the state-owned land use rights’ auction prices, Chinese local governments have implemented a “sealed one-time bidding, average price wins” rule. However, limited theoretical and empirical research that assesses its policy impact exists. This study examines the policy motivations behind this rule, constructing three game models; namely, static complete information, static incomplete information, and multiperiod repeated games. By deducing bidding strategies and equilibrium results, hypotheses are formulated. A baseline difference-in-differences (DID) and a dynamic policy effect model are designed, and the Python crawler is used to obtain 1182 microland auction samples in Suzhou. This study evaluates the impact of the one-time bidding rule on the starting prices, transaction prices, and premium rates. The empirical results underwent multiple robustness tests, eliminating potential endogeneity issues and biases. The results show that while the policy is effective in restraining the premium rate, indicating the bidding intensity in single-land auctions, it proves challenging to curb the long-term rise in land prices through continuous bidding auctions. Moreover, the policy may stimulate local governments to increase auction starting prices.

Exploring the impact of legitimacy on the competitiveness of international firms

Objective and interest of the work: The legitimacy of international firms is an important and complex issue that requires further academic development. International firms must enhance their legitimacy as a generator of competitive advantages to achieve their business objectives, both economic-financial and relational. However, there is a gap in the literature on the relationship between relationship marketing and legitimacy that needs to be filled. Methodology design: Through an empirical study of Shein’s buyers, the model is validated using the PLS-SEM methodology. Results: The implications of this research represent a breakthrough in the academic field by relating both theories applied to the internationalisation of companies. In addition, this research proposes implications for management by establishing strategies for international firms to achieve legitimacy, not only to enter international markets but also to create stable and long-lasting relationships with consumers. Practical implications: This research advances the theory of legitimacy for international firms. International companies must legitimise themselves and build customer loyalty in their host countries if they are to survive and generate economic benefits.

Effectiveness of Customer Loyalty Programs on SMEs in Morocco

A worldwide movement is occurring toward relationship marketing, and businesses are putting these techniques into practice in order to build trusting connections with their clients. Most merchants have made a commitment to maintaining customer loyalty and establishing a long-lasting and favourable connection with consumers who are encouraged to often return for more sales due to the growing significance and usefulness that are associated to loyalty programs. This specific research examines the efficacy of consumer loyalty programs in SMEs located in Morocco. An interview and survey were undertaken to gather information from the two samples in order to fulfil the study’s goal. A total of (32) sales and marketing staff members working in a variety of SMEs based in Morocco were interviewed via interviews conducted with the use of an interview guide. A total of (56) questionnaires were delivered at random to consumers who patronize different SMEs located in Morocco. The results unmistakably demonstrate that there is substantial proof of the impact of loyalty programs on sales and client retention. Sales revenue statistics showed a significant rise in income during the loyalty programs, which represents an increase in sales, demonstrating the favourable impact of loyalty programs on the sales of different SMEs. Additionally, loyalty programs had a substantial impact on client retention, as seen by the customer base’s noticeable expansion; some of these new consumers stayed loyal and were subsequently kept. This study’s contribution sheds light on the efficacy of various loyalty program concepts and, more significantly, highlights program design components that may be used to influence consumer choices and develop the best customer loyalty program.

The Role of E-Satisfaction in Mediating Relationship Marketing (RM) on Banking E-Customer Loyalty

The research objective is to analyze the relationship between relationship marketing (RM) and e-customer loyalty, which is mediated by e-customer satisfaction in the banking industry in Banjarmasin. The increasingly rapid challenges of the banking world require organizations to improve their efforts to provide world-class services in order to attract and retain loyal customers. RM is the key answer to retaining loyal customers. The research was conducted in Banjarmasin with a population of 200 conventional government bank customers using a simple random sampling technique. Data were obtained from interviews with customers using a questionnaire distributed via Google Forms, and data analysis techniques using SEM AMOS 24. The research results prove that RM which consists of trust, commitment, communication, and conflict handling has a positive and significant effect on e-customer loyalty through e-customer satisfaction. This means that to further increase customer satisfaction for them to be loyal, the repair company must be able to maintain good relationships by providing a good level of trust, commitment, communication, and resolve conflicts that occur. Keywords: banking industry, commitment, communication, conflict handling, relationship marketing (RM), trust

The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty

This study aimed to examine the impact of customer relationship marketing on trust, word of mouth, and customer loyalty. It also sought to analyze the role of customer trust and word of mouth in mediating the influence of customer relationship marketing on customer loyalty at the Kenangan Coffee Shop in Malang City. The sample consisted of 140 customers of the Kenangan Coffee Shop in Malang City. Stratified random sampling was used to identify respondents. Structural Equation Modeling (SEM) was used to analyze data. The research results show that customer relationship marketing that focused on developing a service culture built customer trust at Kenangan Coffee Shop in Malang City. High levels of trust has the increases customer loyalty. By convincing others to choose a Kenangan Coffee Shop, word of mouth can also increase customer loyalty. Thus, this research further develops studies on customer loyalty, customer relationship marketing, and word of mouth. Keywords: customer relationship, trust, word of mouth, customer loyalty

MARKETING DE RELACIONAMENTO: COMO ELE É FUNDAMENTAL PARA A FIDELIZAÇÃO E MANUTENÇÃO DOS CLIENTES DENTRO DAS ORGANIZAÇÕES

Relationship marketing comprises a set of tactics and initiatives organized by companies that are designed to consolidate customer loyalty and reinforce the brand. Within this context, relationship marketing includes customer loyalty and retention. Customer loyalty aims to create a credible relationship between the customer and the company, ensuring that the customer is satisfied with the brand. , customer retention refers to a company's ability to sustain its customer base, ensuring that they remain active and loyal, while preventing these customers from seeking alternatives from the competition. The general objective of the work in question is to identify the importance that relationship marketing/loyalty and customer retention has in the organizational context of companies. The work in question was carried out in a qualitative way, through a bibliographical review research, having as theoretical basis articles and works by some prestigious and renowned authors in the field of marketing such as: Philip Kotler 2000) and Las Casas (2009). The results showed that Relationship Marketing is an area of great relevance for the growth and success of a business, whether small or large, regardless of the segment in which it operates. In this sense, it is concluded that the implementation of relationship marketing in companies is of paramount importance in the corporate world.

The effect of shared ecological value on buyer–supplier relationship within mountaineering tourism

Shared values play an important role in attracting new tourists, retaining existing ones and gaining an important competitive advantage. Building upon the Commitment-Trust model, this study tested the role of shared ecological values in the creation of tourist trust and relationship commitment, and finally tourist behavioral intention. To test the hypotheses, a sample consisting of 480 mountaineering tourists of two representative travel agencies were surveyed, and a mixed-method approach based on a quantitative survey (n = 436) and qualitative interviews (n = 60) was also adopted to examine their relationships. Results revealed that shared ecological values between tourists and travel agencies were significantly negative predictors of credibility, while credibility and benevolence emerged as significantly positive predictors of relationship commitment. Moreover, credibility and relationship commitment were partially positively predictors of tourist’s behavioral intentions. The findings enrich the extant knowledge on mountaineering tourist relationship marketing and human-nature relationships and provide implications for destination management and wildlife protection.

The Effect of Relationship Marketing on Brand Advocacy “An Applied Study on Mobile Telecommunication Companies in Palestine”

The Effect of Relationship Marketing on Brand Advocacy “An Applied Study on Mobile Telecommunication Companies in Palestine”

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 in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts

Most research on Airbnb focuses on the guests’ perspective or the effects of host-guest interaction. This paper explores the way professional and nonprofessional hosts develop relationship marketing with their guests. The results of 30 semi-structured interviews with Portuguese Airbnb hosts show the conscious importance of interactions with guests and customization to generate trust and increase guest satisfaction. The paper shows that the interactivity and functionalities of the Airbnb platform deepens the relationships between hosts and guests. Nonprofessional hosts are those who develop a closer relationship with guests, requiring guidance toward possible advanced electronic relationship marketing tools in the future.

Unlocking the Power of Relationship Marketing Dimensions in Accelerating Destination Loyalty: Mediating Effects of Destination Experience

The existing literature on destination experience and loyalty often neglects relationship marketing’s importance, creating an understanding gap. This study aimed to explore how relationship quality influences destination experience and loyalty in cultural heritage tourism. Data from 400 respondents were gathered via convenience sampling. Using SmartPLS-4, the study assessed a model based on the relationship marketing (RM) approach, including destination attachment, trust, and commitment. Results showed all relational dimensions positively impacted destination experience and loyalty. Moreover, destination experience substantially mediated the link between RM dimensions and loyalty. The research sheds light on relationship marketing’s role in shaping destination experiences and fostering loyalty.

Can relationship marketing of youth hostels nudge customer engagement?

Youth hostels are favoured accommodations among backpackers due to their affordable prices and distinctive features. In particular, they offer excellent opportunities for backpackers to actively participate in social interactions. Customer engagement is closely linked to the principles of relationship marketing and becomes crucial when examining how relationship marketing can be improved to predict their likelihood of revisiting. This study aims to investigate the relationship between satisfaction, trust, commitment and customer engagement. Specifically, it examines how both affective and continuance commitment influence customer engagement. The findings reveal that customer satisfaction has a significant positive impact on both trust and commitment. Interestingly, only affective commitment shows a significant positive influence on customer engagement, while there is no significant relationship between continuance commitment and customer engagement. Based on these results, recommendations are proposed to enhance affective commitment and promote continuance commitment in order to strengthen customer engagement in youth hostels.

The effect of corporate social responsibility on customer engagement and citizenship behavior

AbstractDue to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.