The impacts of relationship marketing orientation on relational response behaviours

2016 ◽  
Vol 14 (5) ◽  
pp. 472 ◽  
Author(s):  
Emine Mediha Sayil ◽  
Aysegul Donmaz ◽  
Gulhayat Golbasi Simsek ◽  
Ayse Akyol
Keyword(s):  
Relationship Marketing ◽  
Marketing Orientation ◽  
Relational Response

The influence of relationship marketing orientation on brand equity in banks

2015 ◽  
Vol 26 ◽  
pp. 14-22 ◽  
Author(s):  
Dhanushanthini Yoganathan ◽  
Charles Jebarajakirthy ◽  
Paramaporn Thaichon
Keyword(s):  
Relationship Marketing ◽  
Brand Equity ◽  
Marketing Orientation

Determinants and Antecedents of Relationship Marketing Orientation

2010 ◽  
Vol 1 (4) ◽  
pp. 22-43
Author(s):  
Ahmed Abdelkader ◽  
Howard Jackson ◽  
John Cook
Keyword(s):  
Empirical Study ◽  
Relationship Marketing ◽  
Banking Sector ◽  
Marketing Orientation ◽  
Fast Pace

This study investigates the extent of Relationship Marketing Orientation (RMO) in the banking sector of Egypt. The need to deliver a superior value to bank customers has assumed paramount importance as competition intensifies at a fast pace and local consumers become more demanding. This study attempts to answer whether the bank’s ownership style will influence the extent of the bank’s relationship marketing orientation. This empirical study of 32 Egyptian banks is based on the antecedents and determinants of RMO elected from the literature. Findings suggest that different ownership of a bank may exert a different emphasis on RMO. The study reports that RMO is determined by ten antecedents of relationship marketing.

Relationship marketing orientation: scale development and cross-cultural validation

2005 ◽  
Vol 58 (2) ◽  
pp. 185-194 ◽  
Author(s):  
Leo Y.M. Sin ◽  
Alan C.B. Tse ◽  
Oliver H.M. Yau ◽  
Raymond P.M. Chow ◽  
Jenny S.Y. Lee ◽  
...  
Keyword(s):  
Scale Development ◽  
Relationship Marketing ◽  
Cross Cultural ◽  
Marketing Orientation ◽  
Orientation Scale ◽  
Cultural Validation

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

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