Relationship Marketing Research Articles

Do Loyal Customers Buy Differently? Examining Customers’ Loyalty in a Self-Service Setting

Abstract The purpose of the current paper is to study how customer loyalty varies in time according to customer segments and external factors. In the first part of the paper, the authors have reviewed in a funnel-like manner the relevant literature, starting with relationship marketing and customer relationship management theories, and ending with customer loyalty. To achieve the paper’s research purpose, buying behavior data (recency of last transaction, buying frequency and monetary value spent) from a company’s internal information system was analyzed for 2019 and 2020, respectively. RFM model was applied on the 2019 data and resulted in three segments: heavy, medium, and low users - segments which varied in their loyalty for the year 2020. Based on the obtained findings, the authors concluded that the more intense a customer’s buying behavior is, the higher their probability is of being loyal in the future. A second conclusion assumes that customers characterized by intense buying behavior are less vulnerable to external threats, the Covid-19 pandemic in our case.

Digital Marketing Strategies to Build Customer Loyalty: A Systematic Review of Sustainable Financial Benefits

This study examines the role of integrated digital marketing strategies, including personalized content, Customer Relationship Management (CRM) systems, and social media marketing, in building customer loyalty and driving long-term financial benefits. The research design uses a systematic literature review to examine how these digital tools work together to improve things. This is based on theories like relationship marketing and the resource-based view (RBV). The findings demonstrate that integrating these strategies leads to more muscular customer retention, reduced customer acquisition costs, and enhanced return on investment (ROI). Additionally, it confirms that a multi-channel approach, which aligns CRM data with personalized content and social media, provides a more cohesive customer experience, leading to increased customer lifetime value (LTV). The study highlights practical implications for businesses, emphasizing the need for integrated digital strategies to enhance customer engagement and financial sustainability. However, the study's limitations include its reliance on secondary data and the exclusion of emerging technologies like artificial intelligence. Future research should focus on longitudinal studies and explore industry-specific case studies to provide more tailored insights into the evolving landscape of digital marketing.

PENGARUH CUSTOMER RELATIONSHIP MARKETING, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEJU PROCHIZ PADA PERUSAHAAN PT SINAR MAYURI KLUNGKUNG

Understanding customer behavior when it comes to making purchases is a crucial step in business success. It helps companies better comprehend the market, optimize marketing strategies, and maintain a competitive edge. Managing customer relationships, aligning prices with perceived value, and offering high-quality products all contribute to optimizing customer purchases. This study aims to determine the influence of Customer Relationship Marketing, Price Perception, and Product Quality on the Purchase Decision of Prochiz Cheese at PT Sinar Mayuri, as well as to establish which factor dominates in optimizing the purchase decisions of Prochiz Cheese at PT Sinar Mayuri. Sampling was conducted using a saturated sample consisting of 78 respondents. Data collection methods included observation, interviews, literature review, and questionnaires. The data analysis technique used was multiple linear regression analysis. The study's findings indicate that there is a significant partial and simultaneous influence between Customer Relationship Marketing, price perception, and product quality on the purchase decisions of Prochiz Cheese at PT Sinar Mayuri Klungkung.

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.

PENGARUH KUALITAS PELAYANAN DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING PADA BANK BKK CABANG DAWE

The main purpose of this study is to understand and examine the effect of service quality and marketing on customer loyalty at Bank BKK Dawe Branch by considering customer satisfaction as an intervening varable. The method used is through the spread of quesinaries distributed to 100 customers of Bank BKK Dawe Branch. The data obtained were analyzed with SEM using the AMOS 24 analysis tool. The findings of this study confirm the following: (1) Quality of service has a significant and positive effect on customer satisfaction, (2) relationship marketing also has a positive and positive effect on customer satisfaction, (3) quality of service contributes positively and significantly to customer loyalty, (4) relationshipsship marketing also had a positive and significant effect on customer loyalty, and (5) customer satisfaction had a positive and significant effect on customer loyalty

Enhancing Customer Retention within Malaysia Banking: Exploring the Impact of Relationship Marketing, Service Quality, Price, and Mediating Role of Satisfaction

The value of Customer Retention as the primary goal is to cultivate a loyal customer base that continually generates revenue through repeat transactions. The merger undertaken by the bank has resulted in a more extensive customer base, affording the opportunity for cross-selling various financial products. It is noteworthy that the performance of banks exhibited fluctuations. Remarkably, smaller banks can outperform their larger counterparts. As a result, this study aims to explore the strategies that enhance customer satisfaction by nurturing customer relationships through the perspective of Relationship Marketing. The establishment of long-term relationships emerges as a pivotal approach for banks to deliver quality services, encompassing both human and non-human interaction. Satisfaction plays a mediating role in achieving customers’ expectations in addition of the pricing strategy employed by banks, particularly the interest rates extended to customers. To obtain empirical insights, quantitative research is being conducted. Questionnaires have been distributed to customers selected at random from three distinct areas in Perak state. A total of 129 questionnaires were gathered and analyzed with SmartPLS. The outcomes were positive and supported relationship between relationship marketing and service quality in promoting retaining customer, with the two variables being mediated by satisfaction. Despite that, the linkage of pricing strategies and Customer Retention is not substantiated, and no mediation through customer satisfaction is observed. This implies that customers may be highly inclined to switch if being offered more competitive pricing. For future investigations, in the banking performance, are encouraged to explore the perspective of banks’ operation cost and management expenses.

The Impact of Brand Image Modiation on the Influence of Relationship Marketing on Customer Loyalty

The aim of the research is to analyze relationship marketing on customer loyalty mediated by brand image. The research design uses quantitative descriptive using primary data sources taken directly from respondents via questionnaires. The research sample of Herbalife customers in Kodya Semarang with a minimum subscription period of 1 year amounted to 157 respondents. The research results explain that relationship marketing influences customer loyalty, while brand image is able to mediate. However, there is an obstacle, namely that respondents who are outside the Semarang Municipality cannot be used as samples so the results cannot be generalized.

Enhancing Channel Performance: The Moderating Effect of Soft Skills Training Programs in the Relationship Marketing Context for MLM Sales Leaders in Malaysia

Multi-level Marketing (MLM) business revolves largely around people due to its business concept connecting large groups of downlines' network business activities. In MLM industry, people costs are much higher than capital costs. This people-based business requires the influence of relationship marketing, which requires the initiative of showing trust and commitment between MLM sales leaders and their downlines to ensure long-term cooperation. This study intends to understand the consequences of relationship marketing amongst MLM sales leaders towards channel performance. The achievement of channel performance depends on the loyalty and retention between MLM sales leaders and downlines. The study also employs a soft skills training program as a moderator to examine the intensity between relationship marketing and channel performance. Cluster sampling is employed, and 64 Multi-level Marketing Organizations (MLMOs) are selected as the study sample. 320 sets of questionnaires were mailed out to the targeted downlines, and 210 duly answered the questionnaires (65% response rate). The study reveals that trust and commitment positively influence channel performance. Soft skill training is also found to moderate the relationship between trust, commitment and channel performance.

The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia)

Changes in consumer behavior are an ongoing phenomenon and are very important in the world of business, marketing and economics. Consumer behavior has new habits and lifestyles which have made fans of coffee drinking culture popular among the public. The business opportunity to open a coffee shop is one of the growing businesses in Indonesia. The large number of coffee shops in Indonesia makes business competition increasingly fierce and having loyal customers is one of the most important company assets. Starbucks is one of the largest coffee shop brands in Indonesia which really pays attention to marketing strategy and focuses more on customer relationships, namely Customer Relationship Marketing (CRM). Apart from CRM, brand image and brand loyalty also play an important role in differentiating a company and are powerful marketing tools mediated by customer satisfaction. The sample used in this research was 210 taken by purposive sampling. The data obtained were analyzed using structural equation modeling (SEM) analysis with the help of the AMOS 24 application. The research results show that the influence of customer relationship marketing has a significant positive effect on customer loyalty and customer satisfaction. Brand image has an insignificant positive effect on customer loyalty, but has a significant effect on customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty.

The Impact of Perceived Value on Consumers’ Positive Word-of-mouth Intention Toward Energy-efficient Appliances

This study examines the dimensions of consumer perceived value that contribute to customer satisfaction and lead to positive word-of-mouth intention regarding energy-efficient appliances. An online questionnaire was administered to 351 consumers of energy-efficient appliances in Vietnam. Structural equation modeling results reveal that three consumer perceived values (functional value, environmental value, and emotional value) have a positive impact on customer satisfaction, which in turn enhances consumers’ positive word-of-mouth intention. Moreover, this study revealed that the relationship between emotional value and customer satisfaction, as well as the relationship between environmental value and customer satisfaction, differs significantly between individuals with higher education levels and low education levels. The research findings contribute to the existing knowledge on pro-environmental behavior and relationship marketing. They also provide significant insights for policymakers, manufacturers and retailers in the energy-efficient appliances sector to encourage consumers to recommend energy-efficient products.

Requirements for Cultivating Customer Focus

In today's fiercely competitive global marketplace, companies face a plethora of opportunities, as well as threats and challenges. As products become increasingly homogeneous, companies must develop concepts and strategies for fostering relationships with their customers. This necessitates a comprehensive approach, with a shift from transactional marketing to relationship marketing already underway, placing emphasis on the customer. Customer Relationship Management (CRM) holds promise for navigating competitive markets, yet high failure rates in CRM implementation persist. One critical success factor for CRM implementation is a steadfast orientation towards the customer. Achieving customer orientation entails various measures including change management, cross-functional collaboration, process optimization, employee engagement, and support from company stakeholders. Internal marketing is crucial for persuading employees to transition from functional to cross-functional thinking. Customer orientation is not merely a strategy, but a journey and long-term commitment, requiring continual assessment and enhancement. This paper offers an in-depth exploration of the essential factors for cultivating customer orientation.

The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues

PurposeIn a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.Design/methodology/approachDrawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.FindingsAcross the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.Originality/valueThis is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

Impact of Relationship Marketing on Customers Loyalty

Relationship marketing is the efforts done by insurance companies making long lasting and profitable relationship with these customers. The main objective of this research is to analysis impact of relationship marketing to make customer’s brand loyal towards insurance companies of Chitwan. In this regards, results are found out the personalized service makes customers’ brand loyal towards insurance company of Chitwan. Thus relationship marketing ensures to make brand loyal towards insurance companies.

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.

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

User generated content and its influence on relationship marketing among Generation Z

The post-millennial Generation Z, which was born into a technologically advanced society, is one of the most recent subjects in marketing. There are numerous companies with a wide range of products, and you are bombarded with advertisements from every direction. How then do you market to the most technologically advanced generation, whose focus is hard to get and who has higher expectations of you as a marketer than earlier generations? User generated material is one of the options you might consider (UGC).

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>

Consumer Engagement on Weibo in a Professional Sport Context: The Case of the Chinese Super League

Online fan communities on social media are an effective avenue for sport organizations to engage sport fans. Sport fans who identify with online fan communities express positive and negative consumer engagement behavior (CEB) on social media. Most researchers focus on the positive valence of CEB. This study explores the mediating effect of both positive and negative valences of CEB between online fan community identification and behavioral intention simultaneously. Additionally, the moderating effect of satisfaction with teams’ performance is examined. This study contributes to the conceptualization of the negative valence of CEB on social media and extends the literature on the dual valence of CEB in the sport context. It also provides insights to sport managers on relationship marketing on social media.

대학평생교육원생이 인식한 학업열의의 관계 변인들에 대한 구조적 관계: 변인 간의 매개 및 조절 효과

This study is to analyze the structural relationship among relationship marketing, social capital, academic engagement, and learning participation period recognized by adult learners at the university continuing education center. The problems of this study are as follows. First, what is the structural relationship among relationship marketing, individual social capital, and academic engagement? Second, what is the mediating effect of social capital on the relationship between relationship marketing and academic engagement? Third, what is the moderating effect of the learning participation period on the relationship between variables? The subjects of this study were 595 adult learners at the J University Continuing Education Center. SPSS 21.0 and Amos 21.0 programs were used to analyze the structural relationship between variables, and bootstrapping was performed to analyze the mediating effect. The specific research results are as follows. First, it was found that there is a relationship between relationship marketing perception, social capital, and academic engagement recognized by adult learners at the university continuing education center. Second, it was found that the social capital of adult learners at the university continuing education center mediates the relationship between relationship marketing and academic engagement. Third, it was found that the participation period of adult learners did not moderate the relationship between relationship marketing and social capital, and between social capital and academic engagement, but moderate the relationship between relationship marketing and academic engagement. These results suggest that in order to increase adult learners' academic engagement, university continuing education centers and instructors should strengthen both variables in parallel or consider institutional relationship marketing to short-term learning participants as well as each institution's relationship marketing and learners' social capital capabilities.

The Mediating Role Of Customer Satisfaction On The Influence Of Service Quality And Relationship Marketing On Customer Loyalty

The aim of this research is to find out how customer satisfaction mediation impacts service quality and marketing relationships on customer loyalty at BMT Maslahah Wagir Branch, Malang Regency. This study uses quantitative methods. This research involved customers of BMT Maslahah Wagir Branch. Simple random sampling was used to take samples. This research involved 170 people who answered. This data from this research was analyzed using the SmartPLS application with analysis (Partial Least Square). The results of this research show that customer loyalty is directly influenced by the quality of service provided. Unlike relationship marketing which does not directly influence customer loyalty, customer satisfaction influences customer loyalty directly. The mediating role of customer satisfaction shows that service quality and relationship marketing can control the influence of customer satisfaction on customer loyalty