Search results for "Relationship Marketing"

Customer’s role in knowledge management and in the innovation process: effects on innovation capacity and marketing results

2016

Scholars have acknowledged customer knowledge management (CKM) as a key strategic resource for improving innovation and supporting long-term customer relationship management. This study provides a deeper understanding of the internal antecedents of business innovation capacity overcoming previous approaches. A model that had not previously been tested was used to analyse the role of customer collaboration and CKM – measured as a second-order construct – in innovation processes and marketing results. To test the model, structural equation modelling (partial least squares) was applied to a random sample of 210 Spanish companies. Results confirm that CKM and customer collaboration are antecede…

BENEFICIOS RELACIONALES, SATISFACCIÓN Y LEALTAD EN EL COMERCIO MINORISTA: UNA COMPARATIVA INTERSECTORIAL / RELATIONSHIP BENEFITS, SATISFACTION, AND L…

2009

En el contexto del marketing de relaciones, resulta de gran importancia para el establecimiento minorista identificar el tipo de beneficios de la relación que influye en mayor medida sobre sus resultados en términos de satisfacción del cliente y lealtad hacia el minorista, de manera que se garantice una relación continua y satisfactoria. Dichos beneficios pueden tener distinto peso en función del tipo de actividad llevada a cabo por el minorista. El presente trabajo pretende analizar empíricamente un modelo que refleje los distintos tipos de beneficios relacionales obtenidos por los clientes, así como los beneficios obtenidos por la organización en términos de lealtad del consumidor para cu…

From Marketing Mix to e-Marketing Mix: a literature overview and classification

2009

The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the "controllable factors" which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater needs of differentiation of the mix. Throughout this evolutionary process, …

RELATIONSHIP MARKETING ON THE INTERNET: BUILDING A LONG-TERM RELATIONSHIP WITH CUSTOMERS

2018

The purpose of the study is to find out the main approaches to the relationship marketing on the internet that could help companies to build a long-term relationship with their customers. Principal objectives are to find and analyse scientific literature on the topic; with statistical and empirical analysis to find out the main differences between relationship marketing in the traditional and internet dimension. The research methods of the paper are scientific literature theoretical analysis, statistical and empirical data analysis. The results of the research are both theoretical and practical. Using results companies will be able to share their customers seeing at what stage they are loca…

2017

Social media has become an important tool for sport organisations to interact with fans. In particular for sports that have smaller marketing budgets and that do not receive mainstream media coverage on a daily basis, social media platforms provide unique communication and marketing opportunities to overcome such challenges. This study investigates the motives of fans to communicate on the Facebook page of the International Table Tennis Federation (ITTF). It is the first study that focuses on the use of social media in the context of an international sport federation. Knowledge about the gratifications sought by fans while interacting on social media is important for organisations to develo…

Future of e-Government: An integrated conceptual framework

2021

Abstract The information and hyper-connectivity revolutions have caused significant disruptions in citizens’ interactions with governments all over the world. Failures in implementing e-government interventions suggest the lack of an integrated approach in understanding e-government as a discipline. In this study, we present an overarching and integrated conceptual framework of e-government grounded in robust qualitative research to describe the factors that must be integrated to implement e-government successfully. Drawing insights from 168 in-depth interviews conducted with multiple stakeholders in India, this study defines e-government as a multidimensional construct with customer orient…

THE USE OF REGRESSION ANALYSIS IN MARKETING RESEARCH

2012

The purpose of the paper is to illustrate the applicability of the linear multiple regression model within a marketing research based on primary, quantitative data. The theoretical background of the developed regression model is the value-chain concept of relationship marketing. In this sense, the authors presume that the outcome variable of the model, the monetary value of one purchase, depends on the clients’ expectations regarding seven dimensions of the company’s offer. The paper is structured in two parts. In the first part, a brief literature review enumerates the main multivariate data analysis methods used in marketing research and describes the general linear multiple regression mo…

The impact of IT applications on customer satisfaction: some new perspectives in the supplier-retailer relationships

2010

The widely-reported advantages of information technologies (IT) in business processes have driven companies to devote important financial resources to IT solutions. However, academics suggest that investment in IT should be carefully assessed and restricted to what is strictly necessary. In this line, this paper aims at analysing the relationship between the customer perception about the IT intensity of use by its main provider and customer satisfaction with the provider's IT solutions as well as the existence of differences across activity sectors. For a sample of retailers of four different industries – i.e., grocery, apparel, electronics and furniture – results support the existence of s…

Relational cohesion between users and smart voice assistants

2021

Purpose This study aims to examine users’ affective relationships with smart voice assistants (SVAs) and aims to analyze how these relationships explain user engagement behaviors toward the brands of SVAs. Drawing on relational cohesion theory, it proposes that cohesion between users and SVAs influences brand engagement behaviors, that is, continuing purchasing other products of the brand, providing knowledge to the brand and referring the brand. Design/methodology/approach Data from a survey of 717 US regular SVA users confirm the validity of the measurement scales and provide the input for the covariance-based structural equation modeling. Findings The results demonstrate that frequent u…

Differential Effects of Bilateral Norms on SMEs’ Export Relationships: A Dynamic Perspective

2017

Prior research has established the pivotal role of bilateral norms in relationship marketing, identifying them as effective relational governance mechanisms that firms can use to manage their international alliances with overseas intermediaries. Unfortunately, few studies have examined differential effects of specific norms on positive and negative behaviors, let alone norms’ effectiveness in the harsh export context of resource-constrained small and medium-sized enterprises (SMEs). To address these gaps, the authors explicate the effects of three norms (continuity expectations, equity, and cooperation) on both dysfunctional and productive behaviors of foreign distributors. Using two conse…