Relationship Marketing Research Articles

Antecedents of visitors’ brand loyalty: An investigation of India International Trade Fair

Tourism destinations rely on visitors’ loyalty for continued profitability, which is reflected in repeat visits to a particular destination. Events play a critical role in enhancing the demand for a destination and increasing visitor loyalty. This study focuses on measuring the impact of visitors’ brand experience, visitors’ brand experience, visitors’ brand identification, satisfaction, and trust on their brand loyalty in the context of the India International Trade Fair (IITF) held in New Delhi. A structured questionnaire was administered to 243 visitors attending the event. The proposed conceptual model draws on the theories of Anthropomorphism, Social Identity and Relationship Marketing. Empirical testing was conducted using Confirmatory Factor Analysis and Structural Equation Modeling. The results indicate that visitors’ brand loyalty is significantly predicted by their personality, experience, brand identification, satisfaction, and trust at IITF. There is limited research on the antecedents of visitors’ brand loyalty in the context of festivals and events. This research adds new dimension to studies pertaining to festivals and events. Based on the findings, the study proposes directions for future research and managerial implications for event organizers.

Evaluation of Social Media Tools in Health Tourism Marketing with Multi Criteria Decision Making Methods

Today, countries are turning to alternative tourism types due to the destructive and corrosive effect of mass tourism. Various factors in the global market affect consumer preferences and shape their demands. This situation leads countries to seek alternative tourism types. While developed countries tend to focus more on sports tourism, the rising value of health tourism stands out for developing countries. The high costs of healthcare services in developed countries, waiting times, and the lack of many health services offered by insurance companies lead consumers to outsource their helthcare needs. Relationship marketing plays a key role in health tourism services, and consumers seek first-hand answers to their questions. The health sector's sensitive and complex structure informs and raises consumers' awareness on the axis of relational marketing dimensions. This study aims to via multi criteria decision making to determine and rank the social media channels used in health tourism marketing. While the criteria weights are determined by the Best-Worst Method, the priority order of social media channels is determined by COmbinative Distance-based ASsessment. Expert opinions were consulted during the criteria determination and the ranking of the alternatives. As a result of the analyses, the importance of social media is emphasised once again. Social media tools, especially through mobile application applications, shape the age with the audience it reaches, the distribution between regions, the time spent and the information transmitted. The need for socialisation accelerates the development of technology with the rapid orientation of people towards this field. In this case, youtube, which has gained momentum with the number of users and the use of visual and auditory elements together, holds the leadership in the reflection of relational marketing on health tourism today, as it creates space for all segments, even though information pollution is experienced.

Relationship Marketing and Organizational Performance of the Hotel Industry in Nigeria

This study investigates the influence of relationship marketing and organizational performance in the hospitality industry in Bayelsa State. It adopts the cross sectional research design to elicit information about employees’ empathy and satisfaction and how these antecedents give rise to increased market share and sales volume of hotels in Yenagoa, Bayelsa State. The population consists of all existing hotels in the state and their workforce from which a sample size of seventy-six (76) employees was drawn using the simple random sampling technique. These samples were issued self report questionnaires and the collected data were analyzed using Spearman’s Rank Order Correlation Coefficient through the aid of SPSS version 25. The findings revealed that relationship marketing (empathy and satisfaction) had a positive and significant correlation with performance (market share and sales volume), which is influenced by participants’ level of education. Based on this, it was concluded that relationship marketing dimensions of empathy and satisfaction are key predictors of organizational performance in terms of market share and sales volume among hotels in Yenagoa, Bayelsa State. The study therefore recommends that since in today’s competitive world, customers are in the center of organization’s attention and their satisfaction is the main factor in gaining competitive advantage, therefore, continuous training of employees on relationship marketing approach should be encouraged in the hotel operations as it would help hotels to retain valuable customers and equally attract potential ones. Also, hotels in Yenagoa, Bayelsa State should only employ individuals with requisite knowledge of themselves (self awareness) as this will reflect on the way they serve customers.

The Impact of Artificial Intelligence and Social Media on Relationship Marketing for Customer Satisfaction

Nowadays, artificial intelligence and social media play essential roles in relationship marketing. AI improves customer engagement with tailored suggestions or automated reactions, while social media channels are essential for SMEs to engage and interact with customers more personally. Furthermore, digital technologies have fundamentally transformed the marketing ecosystem, evolving customer experiences. This shift has challenged SMEs to use modern methods and develop new initiatives to serve customers better. This research explored the impact of artificial intelligence and social media to strengthen and revolutionize relationship marketing, improving customer satisfaction. By integrating AI-driven insights with social media, SMEs can produce personalized and tailored customer experiences, improve satisfaction, and foster long-term relationships that are the key to SMEs’ growth. The author used a mixed methodology, a combination of a survey study and interviews. Respondents were selected using snowball and convenience sampling. Overall, n = 158 and n = 8 for interviews that voluntarily participated in the research process, providing valuable insights exploring the research problem. Findings emphasized that AI and social media provide a superior opportunity for SMEs to alter their relationship marketing approaches and become competitive.

Detecting the local characteristics from the iron ore import competition intensity among nations: A network-based resource allocation process method

Iron ore is an important industrial raw material, and its production and consumption have a significant impact on the world economy. As resource demand increases, competition among iron ore importing countries has intensified. To investigate the global iron ore competition landscape through the competition intensity among importing countries and to study the iron ore competition groups and key competition modes from a local perspective, this paper constructs the iron ore import competition intensity network (IOCIN) by employing the network decreasing-mode and resource allocation process (RAP). The empirical results are as follows. First, competition intensity is unevenly distributed. The unevenness of competition intensity eases slightly, and the IOCINs become tighter over time. Second, the composition of the community is unstable, and the competition groups show geographic dispersion. Third, unidirectional competition with an overwhelming advantage on one side is a common relationship in the global iron ore market. At the same time, a relatively stable bilateral competition pattern has promoted the evolution of the global iron ore competitive landscape. The value of this study includes not only the improvement of the method but also practical strategic recommendations for rational competition and resource allocation optimization among countries.

Determinants of Patient Loyalty: A Systematic Review

ABSTRACT Patient loyalty is the key to business success for healthcare providers as well as patient health outcomes. This research aims to identify factors that determine patient loyalty using a systematic review study. Articles published in the last 5 years in Proquest, Google Scholar, and PubMed databases were systematically reviewed. Eight articles that met the inclusion and exclusion criteria were selected for further review. Findings regarding the determinants of patient loyalty to healthcare organizations were systematically synthesized. Publications on factors that determine patient loyalty to screening health care providers and 20 articles were included in this study. Twenty articles explore 14 determinants of patient loyalty such as patient satisfaction, quality, value, hospital brand image, trust, commitment, CRM, patient experience, service delivery, relationship marketing and word-of-mouth (WoM), CSR, perceived value, implementation of innovation, and environmental services. This review identified and modeled the determinants of patient loyalty to healthcare providers. Further research should consider extending this research to general hospitals, clinics and health centers. clinics and health centers to identify the most dominant factors of interest. Keywords: Health Services, Patient Loyalty, Systematic Review

The Influence of Digital Marketing and Brand Image on Customer Retention on Hospitality Practice with Customer Relationship Marketing (CRM) as a Mediator

In an increasingly advanced digital era, digital marketing, brand image, and customer relationship marketing have become important elements in a company's marketing strategy. This study aims to analyse the effect of digital marketing and brand image on customer retention at Prasi Hospitality, with customer relationship marketing as a mediating variable. This study involved 70 respondents who were selected using purposive sampling method. Data was collected through questionnaires. To test the hypothesis, data analysis was conducted using SEM-PLS technique using SmartPLS. The results showed that digital marketing and brand image directly have a positive effect on customer retention, and also have an indirect positive effect through customer relationship marketing. Customer relationship marketing can partially mediate the effect of digital marketing and brand image on customer retention. Digital marketing and brand image each have a positive effect on customer relationship marketing, which in turn also has a positive effect on customer retention. It is recommended to develop content that is interactive, provides a personalised experience, and is tailored to customer preferences.

Strategies to Increase Customer Loyalty on Brands (Case Study on Nayam Brand on Grabfood)

The use of technology in business is often utilized as a strategy to obtain information related to marketing, sales, and consumer interest. This study aims to analyze the effect of service quality, product quality, relationship marketing, and consumer satisfaction on consumer loyalty of the Nayam brand on the Grabfood platform. Previous research has examined the relationship between these factors, but this study provides a more comprehensive understanding by integrating them in the context of the online food delivery industry. This study utilizes a causal research design to identify causal relationships between variables. Data collection methods include literature studies, field surveys, and questionnaires. The operational variables are service quality, product quality, relationship marketing, customer satisfaction, and customer loyalty. Sampling was conducted using consecutive sampling with a total of 110 respondents in the Jabodetabek area who had ordered Nayam using the Grabfood food delivery service. Data analysis was conducted using PLS-SEM and SWOT analysis. The results showed that customer satisfaction and product quality have an influence on customer loyalty. On the other hand, service quality has an influence on customer satisfaction. Relationship marketing was found to have an indirect positive influence in building relationships between owners and customers. The findings of this study make a practical contribution to business owners by offering a better understanding of how to retain existing customers, increase revenue, improve marketing efficiency, build a good brand reputation, and create a competitive advantage in the market. From a theoretical perspective, this study contributes to the development of a scientific understanding of customer behavior, the factors that influence it, and its impact on business success.

Cointegration and causality relationship of Indian stock market with selected world markets.

Background: The purpose of this study is to explore the trends and causes of established and emerging nations' stock market integration with India. The National Stock Exchange (NSE) indices act as a counterweight to international market indices. This study investigates the sustained interest of foreign investors in the Indian stock market in the wake of capital market reforms, as well as whether it moves in tandem with other markets in Asia and the United States. Methods: Our study examined the possibility of cross-country cointegration between the largest economies and indices around the world using multiple financial econometric models, such as Augmented Dickey-Fuller, Unit Root, Correlation, and Johansen Cointegration. Results: The findings of this study significantly support the notion that Indian and international financial markets are highly integrated. Vector error correction model indicates that the Indian market (NSE) is highly cointegrated with the US market (National Association of Securities Dealers Automated Quotations) and increased volatility signifies global contagion. Conclusion: A cursory examination of the data reveals distinct investment and portfolio diversification options for global investors. This could assist regulators in formulating more effective rules regarding price discovery processes.

Delving into the Architecture of International B2B Relationship Marketing During the COVID-19 Pandemic: From Business Convergence to Partnership Effectiveness

ABSTRACT Purpose The study seeks to address the influence of different facets of business-to-business (B2B) relationship marketing on internationalization effectiveness, by taking into account the turbulent environment generated by the COVID-19 pandemic. The focus falls on the factors that generate, frame, catalyze, sustain and strengthen international business relationships between managers from organizations with converging interests. Methodology B2B relationship marketing in the international arena is analyzed by means of various angles such as business convergence, business context, interpersonal compatibility, business credibility and network interconnections as availed by the “new normal” triggered by the COVID-19 pandemic. A questionnaire-based survey with 158 business owners and managers from European industrial companies was carried out during November 2023 to investigate the configuration and dynamics of B2B relationship marketing in the unprecedented and systemic COVID-19 crisis. Data was analyzed via structural equation modeling using SmartPLS 4. Findings The findings showed that while business convergence remains a strong influencer of all the other relational dimensions, the restrictions and limitations engendered by the pandemic have also altered international B2B relationship marketing to such an extent that the only significant factor for internationalization effectiveness relies on business networking. Research and practical implications The study has both theoretical and practical implications, bringing forward a topical perspective on international B2B relationships during COVID-19 disruptions and their impact on the effectiveness of international operations. Originality The study advances a phenomenological view of the unprecedented changes and their influences on the overseas operations of SMEs in a particular field. It complements and adds to the literature by stressing a more articulated relationship-centric architecture, which probed relevance during the pandemic.

Calculative trust, benevolent trust and supplier opportunism: the double edged role of IT infrastructure capability

PurposeThis paper aims to explore how two dimensions of trust, calculative trust and benevolent trust, affect supplier opportunism, and further investigates how information technology (IT) infrastructure capability moderates the relationship between calculative trust, benevolent trust and local supplier opportunism.Design/methodology/approachThis study uses ordinary least square regression to test the hypotheses, using survey data from 164 buyer–supplier relationships.FindingsThe findings suggest that both rational and emotional dimensions of trust, calculative trust and benevolent trust, have negative effect on the opportunistic behavior of suppliers. Furthermore, IT infrastructure capability amplifies the inhibitory effect of calculative trust on supplier’s opportunism, while diminishing the effect of benevolent trust on suppressing supplier’s opportunism.Originality/valueThis study investigates the impacts of both rational and emotional dimensions of trust on opportunistic behavior, thereby enhancing the comprehension of the multifaceted nature of trust in interfirm relationships and contributing valuable insights into interorganizational relationship governance. Moreover, this study reveals the double-edged moderating roles of IT infrastructure capability in supply chain relationships, presenting innovative perspectives within the research on exploring the role of IT capability in business-to-business marketing relationships.

The Role of Competitiveness in Mediating the Influence of Customer Relationship Marketing on the Marketing Performance of Fitness Plus Indonesia Ubud Branch

This study aims to analyze the influence of customer relationship marketing on marketing performance, examine the impact of customer relationship marketing on competitiveness, explore the influence of competitiveness on marketing performance, and examine the role of competitiveness mediation in the relationship between customer relationship marketing and marketing performance. The sampling method used is accidental sampling. The population of this study consisted of 1,741 employees at Fitness Plus Indonesia Ubud Branch, with 95 people selected as respondents. The data used in this study is quantitative data, obtained from primary data sources. Data analysis was carried out using the Partial Least Square (PLS) approach with SmartPLS software version 3.2.7. The results of the study showed that: 1) customer relationship marketing had a positive and significant effect on marketing performance, 2) customer relationship marketing had a positive and significant effect on competitiveness, 3) competitiveness had a positive and significant effect on marketing performance, and 4) competitiveness was able to mediate the influence of customer relationship marketing on marketing performance.

ESM Adoption for Marketing Purposes in Organizations: The TOE Framework

This research, utilizing the technology-organization-­environment (TOE) framework, aimed to examine the roles of technological competence, top management support, coercive pressures, normative pressures, and mimetic pressures in the adoption of enterprise social media (ESM) for marketing purposes by organizations, and ultimately, in facilitating their relationship marketing practices. From 452 responses collected via an online survey across five organizations using ESM for marketing in Iran, 400 valid data points were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that technological competence, top management support, and mimetic pressures positively influence ESM implementation for marketing purposes. However, coercive and normative pressures were found to have no significant impact on ESM adoption for this purpose. Additionally, the study demonstrated that ESM implementation for marketing significantly impacts all components of relationship marketing practices. To the best of our knowledge, this is among the few studies addressing ESM adoption by organizations for marketing and external communications. Moreover, this study is the first to extend the advanced TOE framework to the domain of ESM implementation for marketing purposes.

Exploring buyer–seller relationships in Indian horticultural marketing: A focus on supermarket buyers

AbstractThe emergence of high‐value supply chains, led by supermarket buyers, has transformed traditional avenues for marketing fruits and vegetables in India. Our study explores the evolving relationships between Indian farmers and supermarket buyers in the horticultural market. The investigation centres on understanding farmer satisfaction in this dynamic marketing landscape and its impact on their commitment to supermarket buyers. We identified critical factors such as price offer, reduced marketing cost and convenience as pivotal to farmers' satisfaction using the survey administered to 242 respondents. Results highlight the positive impact of price offer, reduced marketing cost and convenience on farmers' satisfaction, while underscoring that market assurance hampers satisfaction levels among farmers. In practical terms, our findings emphasise the importance of addressing farmers' needs for a more fruitful and mutually enriching partnership with the supermarkets. The study contributes depth to discussions on the evolving face of horticulture, accentuating the impact of modern supply chains on farmer welfare and economic growth.

Analysis of the Impact of Delayed Retirement to the Macroeconomy

With the steady improvement of life expectancy in Chinese society and the intensification of the aging trend of the population, the supply-demand relationship in the labor market is facing unprecedented challenges. The increasingly serious reduction of the labor force and the pressure of the pension system make the current retirement policy gradually show its shortcomings of not adapting to the Chinese labor market. To this end, the government has planned to gradually implement the retirement delay policy and set a long-term goal to 2035. In an in-depth discussion of the current situation of China's labor market, society must focus on the aging of the population, the extension of working life, and the changes in labor demand. In order to better promote the implementation of the delayed retirement policy, this paper makes the following recommendations: protect the legislative rights of workers, strengthen medical services to safeguard the health of the elderly workforce, provide targeted training to adapt to the new work needs, and introduce more flexible working arrangements. These measures aim to ensure that the delayed retirement policy can be effectively implemented while protecting the rights and interests of workers.

Exploring the Impact of Relationship Marketing (RAI) on the Performance of Small and Medium scale Enterprises in South East Nigeria

Exploring the Impact of Relationship Marketing (RAI) on the Performance of Small and Medium scale Enterprises in South East Nigeria

A Study of The Mutual Influence Between Relationship Marketing and Customer Loyalty

A Study of The Mutual Influence Between Relationship Marketing and Customer Loyalty

The influence of service quality and marketing ethics on relationship marketing outcome in private hospitals

ABSTRACT This paper investigates the impacts of service quality and marketing ethics dimensions on patient satisfaction, ultimately affecting patient loyalty and word-of-mouth in private hospitals in Jordan. The study, based on a survey of 320 participants using Google Forms and social media, employs Amos software for data analysis. The findings reveal that the majority of service quality dimensions, including technical quality, interpersonal quality, and administrative quality, as well as all marketing ethics variables such as trust, privacy, and honesty, significantly influence patient satisfaction, subsequently contributing to both patient loyalty and word-of-mouth. However, an insignificant relationship was found between environmental quality and patient satisfaction. Notably, patient satisfaction acts as a mediator in these relationships. The research contributes to customer relationship marketing theory in healthcare by operationalizing CRM variables and examining the interplay between service quality, marketing ethics, and patient satisfaction in private hospitals, thus filling a gap in the existing literature.

Digital Marketing And City Branding Analysis Of Tourist Visits: Trust As A Mediation Variable

This study aims to test how big the analysis of digital marketing and city branding is on tourist visits to the Thousand Rumah Gadang tourist attraction in Solok Selatan with trust as the intervening variable. Methods of data collection through surveys and distributing questionnaires, with a sample of 100 respondents. The analytical method used is SEM analysis using smartpls. The research results obtained based on hypothesis testing obtained that there is a significant effect of digital marketing on trust. There is a significant influence of city branding on trust. There is a significant influence of digital marketing on tourist visits. There is a significant influence of city branding on tourist visits. There is a significant influence of trust on tourist visits. Trust mediates digital marketing relationships with tourist visits. Trust mediates the relationship between city branding and tourist visits.

Meningkatkan Green Purchasing Behavior di Kota Kupang: Peran Green Perceived Value, Green Perceived Risk, dan Green Perceived Trust

The aim of this study is to develop a preliminary framework to explore the ecological influence of perceived ecological value, perceived risk, social influence, and low price sensitivity on environmentally friendly purchase intentions and discuss the mediating role of environmentally friendly beliefs. Furthermore, this research uses empirical research through a questionnaire survey method to verify the hypothesis and explore its managerial potential. Data processing uses structural equation modeling (SEM) to verify the research framework. Empirical results show that awareness of environmentally friendly values, social influence and sensitivity to low prices have a positive impact on environmentally friendly beliefs and environmentally friendly purchasing intentions, while green ro risk perception has no impact at all. Furthermore, this research shows that the relationship between green purchase intentions and perceived green value is moderated by green beliefs. Therefore, invest resources to increase the perceived value of environmental compassion to increase environmental compassion beliefs and environmentally friendly purchasing intentions. This study summarizes the literature on green marketing and relationship marketing within a new management framework of green purchase intentions. This study uses five new concepts – perceived green value, social influence, low price sensitivity, green beliefs, and green purchase intentions – to develop an original research framework for increasing green shopping intentions. Although previous research has highlighted issues related to purchasing intentions, no research has yet explored issues related to environmentally friendly management. Therefore, this article builds a research framework to address green purchase intentions.