Examining the Relationship Marketing, Marketing Productivity Paradigm

2007 ◽  
Vol 6 (2) ◽  
pp. 9-32 ◽  
Author(s):  
Robert P. Bush ◽  
James H. Underwood ◽  
Daniel L. Sherrell
Keyword(s):  
Relationship Marketing ◽  
The Relationship ◽  
Marketing Productivity

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

Salesperson profitability in relationship marketing

2014 ◽  
Vol 9 (3) ◽  
pp. 306-323 ◽  
Author(s):  
Said Echchakoui
Keyword(s):  
Relationship Marketing ◽  
Transaction Cost Economics ◽  
Retention Rate ◽  
Sales Force ◽  
Customer Relationship ◽  
Critical Duration ◽  
Sales Managers ◽  
Content Type ◽  
Dynamic Exchange ◽  
The Relationship

Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed. Design/methodology/approach – Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time. Findings – Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm. Research limitations/implications – This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable. Originality/value – In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.

scholarly journals THE EFFECT OF RELATIONSHIP MARKETING ON THE LOYALTY OF SUPPLIER OF TOBACCO WITH MANUAL DRYING IN PT. EXPORT LEAF INDONESIA

2016 ◽  
Vol 5 (2) ◽  
Author(s):  
Saparwadi Saparwadi
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Relationship Marketing ◽  
Economic Benefit ◽  
Significance Test ◽  
Three Dimensions ◽  
Reliability Test ◽  
Dominant Effect ◽  
Complaint Handling ◽  
The Relationship

This  research  is  aimed at  analyzing  the  effect  of  relationship  marketing  on  the commitment of company, communication of company and the complaint handling of PT. ELI on the loyalty of supplier of tobacco with manual drying in East Lombok. The  data  were  collected  through  questionnaire  and  verified  with validation  and reliability test. The data then were analyzed using classic assumption, multiple linear regression, significance test, and certain use of parameter to proof the hypothesis. The research showed that there is partially and simultaneously significant effect of relationship     marketing     consisting     of     company     commitment,     company communication,  and complaint  handling of  PT  ELI on the  loyalty of  supplier of tobacco with manual drying in east Lombok. Of the relationship marketing of PT ELI that  has  a  dominant effect  of  the  loyalty  of  supplier  in  East  Lombok  is  the commitment of company. The level of effect of commitment of company is 24.10 percent (the value of r2X1Y) on the loyalty of supplier. The simultaneous effect of the three dimensions of relationship marketing is 50.40 percents (R2   =0.504) on the loyalty of supplier, categorized as the high criteria. One of the suggestions for the management of PT ELI is to improve partnership with the supplier, with the concept that may be applied as well as possible in order that the partnership can give sustainable and high economic benefit for the farmers. Keywords:  relationship, marketing  (Company, commitment, communication,  and complain handling) and loyalty of Supplier

scholarly journals PENGARUH RELATIONSHIP MARKETING DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PRODUK PARFUM MULEGH DI PURWOKERTO

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
Ilham Akbar
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Marketing Relationship ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

The research entitled �The Influence of Relationship Marketing and Relationship Quality Towards Customer Loyalty with Customer Satisfaction as The Intervening Variable on Mulleg Perfume Product in Purwokerto� aims to determine the impact of relationship marketing and relationship quality towards customer satisfaction and customer loyalty and to determine whether customer satisfaction could become the intervening variable. The hypothesis of this research is the relationship marketing has negative effect towards customer satisfaction, the relationship marketing has positive effect towards customer loyalty, the relationship quality has positively effect towards customer satisfaction, the relationship quality has positively effect towards the customer loyalty, and the customer loyalty could be able to mediate the influence of relationship marketing and relationship quality toward customer loyalty.� The analysis method that used on this research is the structural equation modeling.The results show that the relationship marketing has positive and significant effect towards customer satisfaction. It will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards customer satisfaction, so it will increase the customer satisfaction of Mulleg Aromatic perfume product in Purwokerto. The relationship marketing has positive and significant effect towards customer loyalt. It will increase the customer loyalty of Mulleg Aromatic perfume product in Purwokerto. The relationship quality has positive and significant effect towards the customer loyalty. The Customer Satisfaction has positive and significant effect towards customer loyalty. The customer satisfaction could mediate the influence of relationship marketing towards the customer loyalty on Mulleg Aromatic perfume product in Purwokerto. The customer satisfaction could mediate the influence of relationship quality towards the customer loyalty of Mulleg Aromatic perfume product in Purwokerto.�Keywords : Relationship Marketing , Relationship Quality , Customer Satisfaction and Customer Loyalty�

scholarly journals Relationship Marketing: A competitive Marketing StrategyIt’s Importance, Nature and Need: A Review

2013 ◽  
Vol 1 (3) ◽  
pp. 444-452
Author(s):  
Jiwan Jyoti
Keyword(s):  
Relationship Marketing ◽  
Inflation Rate ◽  
Sustainable Growth ◽  
Business Organizations ◽  
New Economic Policy ◽  
Fuel Prices ◽  
Strategic Competition ◽  
Loyal Customer ◽  
The Relationship ◽  
Do So

In today‟s intense competition, it is very important for any business organization to keep their customers otherwise the competitors will attract them as business is all about creating customer, satisfying a customer and retaining a customer. Increasing inflation rate, increasing rate of interests, hike in fuel prices, global slowdown in economic growth are a few reasons of worry for the companies to think differently to maintain their sales and profit. The business organizations are struggling for their survival and sustainable growth. On the other hand, the new economic policy of India has also opened its trade for the multinationalcompanies. Therefore companies are trying to do something by which they can keep their customers and it is the Relationship Marketing which helps the companies to do so. It is an important tool for strategic competition management. As it is well known fact that a satisfied and loyal customer brings three new customers, therefore companies try all their efforts to maintain good relations with its customers. They are providing value for their money & efforts, they areproviding information about their actions, they are inviting them for feedback etc.

scholarly journals Building Relationships Between Business Schools And Students: An Empirical Investigation Into Student Retention

2011 ◽  
Vol 1 (11) ◽  
Author(s):  
Phani Tej Adidam ◽  
R. Prasad Bingi ◽  
Birud Sindhav
Keyword(s):  
Student Retention ◽  
Relationship Marketing ◽  
Business School ◽  
Structural Equation ◽  
Empirical Investigation ◽  
Business Schools ◽  
Equation Modeling ◽  
Marketing Theory ◽  
Building Relationships ◽  
The Relationship

This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994) theory of relationship marketing.  Students' commitment to the business schools were determined by perceived benefits of attending the school, perceived similarity of values between the school and the students, and trust between the professors and the students.  Commitment increased intentions to remain at the business school.

Relationship Marketing

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Relationship Marketing ◽  
Nature Development ◽  
The Relationship ◽  
Business To Business ◽  
Marketing Approach

The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competition and where the sole focus is on customers. Organisations are shown to have a portfolio of relationships with a range of stakeholders, most notably suppliers, employees, customers and shareholders. This chapter considers the nature, development and characteristics of interorganisational relationships and examines the potential of technology to enhance relationships with customers and suppliers based on trust and commitment.

To Be Or Not To Be Visible In Company-Managed Virtual Communities?

2014 ◽  
Vol 5 (4) ◽  
pp. 20-37
Author(s):  
Imene Ben Yahia
Keyword(s):  
Structural Equation Modeling ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Structural Equation ◽  
Virtual Communities ◽  
Group Analysis ◽  
Virtual Community ◽  
Equation Modeling ◽  
Modeling Techniques ◽  
The Relationship

This research investigates how the companies' efforts' visibility influence VCs members' loyalty. Based on the relationship marketing and the signaling theory, it posits that perceived benefits by members influence loyalty through the full mediation of the relationship investments and the relationship quality. However, this influence is moderated by the visibility of companies' efforts. Data from 342 members of company-managed virtual communities were collected. The sample was divided into two groups according to the visibility of the company's efforts. Data were analyzed using structural equation modeling techniques and multi-group analysis. Results show that this influence is significant when the efforts of the company are visible and not significant when they are not. Providing benefits to members is then not enough to foster loyalty. The company has to be a visible partner who contributes in the success of the virtual community.

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

2019 ◽  
Vol 48 (2) ◽  
pp. 207-226 ◽  
Author(s):  
Choukri Menidjel ◽  
Abderrezzak Benhabib ◽  
Anil Bilgihan ◽  
Melih Madanoglu
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Critical Role ◽  
Product Category ◽  
Retail Industry ◽  
Mediating Effects ◽  
Content Type ◽  
The Relationship

Purpose Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores. Design/methodology/approach Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM. Research limitations/implications Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables. Practical implications Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments. Originality/value To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

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