Journal of Relationship Marketing最新文献

Relationship Marketing Practices and Export Performance of SMEs in an Emerging Economy: A Mediation Analysis 新兴经济体中小企业的关系营销实践与出口绩效：中介分析

Journal of Relationship Marketing Pub Date : 2024-07-04 DOI: 10.1080/15332667.2024.2367332

R. Essel

引用次数: 0

Investigating the Effect of Institution Reputation on Student Loyalty’s Dimensions in the Framework of Relationship Marketing in Higher Education 探究高等教育关系营销框架下院校声誉对学生忠诚度各维度的影响

Journal of Relationship Marketing Pub Date : 2024-06-04 DOI: 10.1080/15332667.2024.2348206

Ali Shams, Faraz Sadeghvaziri, Hossein Norouzi, Farshid Falatoon Nejhad

引用次数: 0

A Bibliographic Review to Identify Trend Topics and Sustainability of Customer Relationship Management Strategies 通过文献综述确定客户关系管理战略的趋势主题和可持续性

Journal of Relationship Marketing Pub Date : 2024-02-22 DOI: 10.1080/15332667.2024.2307107

Tanuja Garg, Rupali Madan

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Brand Trolling Engagement Behavior (BTEB) of Customers: A Challenge for Customer-Brand Relationship 客户的品牌拖拽参与行为 (BTEB)：客户与品牌关系面临的挑战

Journal of Relationship Marketing Pub Date : 2024-01-30 DOI: 10.1080/15332667.2024.2308972

Tarun Kushwaha

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Enhancing Brand Loyalty: A Relationship Marketing Perspective within the Context of Contractual Services 增强品牌忠诚度：合同服务背景下的关系营销视角

Journal of Relationship Marketing Pub Date : 2024-01-23 DOI: 10.1080/15332667.2024.2306019

Sofia Chatzi, Eirini Peitzika, Georgia Konsolaki

引用次数: 0

Empathy and Grit Enhance Customer Oriented Selling 同理心和勇气增强以客户为导向的销售

Journal of Relationship Marketing Pub Date : 2024-01-18 DOI: 10.1080/15332667.2024.2301902

Charles H. Schwepker, Megan C. Good

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Mediating Role of Perceived Switching Costs between Relationship Marketing Practices and Customer Loyalty: Evidence from Banks 感知转换成本在关系营销实践与客户忠诚之间的中介作用:来自银行的证据

Journal of Relationship Marketing Pub Date : 2023-09-26 DOI: 10.1080/15332667.2023.2260661

Tawseef Ahmad Ganaie, Mushtaq Ahmad Bhat

{"title":"Mediating Role of Perceived Switching Costs between Relationship Marketing Practices and Customer Loyalty: Evidence from Banks","authors":"Tawseef Ahmad Ganaie, Mushtaq Ahmad Bhat","doi":"10.1080/15332667.2023.2260661","DOIUrl":"https://doi.org/10.1080/15332667.2023.2260661","url":null,"abstract":"AbstractRelationship marketing together with perceived switching costs are seen as a distinguished strategic approach to customer loyalty. Relationship marketing practices enable the firms to comprehend and satisfy the customer needs, while the perceived switching costs raise the bar for rivals to grab the gullible customers and helps the firms to ensure the loyalty of low satisfied customers. In view of this, present study aims to investigate the impact of relationship marketing practices on customer loyalty with a mediating role of perceived switching costs. The study utilized 736 complete questionnaires collected from the bank customers, by using one-stage cluster sampling, to validate the measurement and structural models through partial least-square structural equation modeling (PLS-SEM). Results revealed that there is significant positive effect of relationship marketing practices on customer loyalty. Furthermore, perceived switching costs have significant positive effect on customer loyalty. Bootstrapping approach to mediation analysis revealed that perceived switching costs, in unison, partially mediate the relationship between relationship marketing practices and customer loyalty. The study suggests that banks should invest more in relationship marketing practices to strengthen the perceived switching costs to keep the customers loyal to the organization.Keywords: Relationship marketingretention marketing strategiesrelational bondsperceived switching costscustomer loyalty AcknowledgementTawseef Ahmad Ganaie is a recipient of Indian Council of Social Science Research Doctoral Fellowship. This article is largely an outcome of the doctoral work sponsored by ICSSR.Disclosure statementNo potential conflict of interest was reported by the author(s)","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134886909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Influence of Perceived Relationship Quality on Donor Behavior in the Context of Charitable Nonprofit Organizations Established by Professional Sport Entities 感知关系质量对专业体育机构慈善非营利组织捐赠行为的影响

Journal of Relationship Marketing Pub Date : 2023-09-19 DOI: 10.1080/15332667.2023.2257099

Minhong Kim, Youngmin Yoon, James J. Zhang

引用次数: 0

Digital Orientation and Company’s Performance. The Mediating Role of Relational Capacity 数字化方向与公司绩效。关系能力的中介作用

Journal of Relationship Marketing Pub Date : 2023-07-21 DOI: 10.1080/15332667.2023.2237848

Pedro Mendonça Silva, J. F. Santos, Renata Pêgo

{"title":"Digital Orientation and Company’s Performance. The Mediating Role of Relational Capacity","authors":"Pedro Mendonça Silva, J. F. Santos, Renata Pêgo","doi":"10.1080/15332667.2023.2237848","DOIUrl":"https://doi.org/10.1080/15332667.2023.2237848","url":null,"abstract":"Abstract Digital transition is an inevitable process for most of the companies. Transforming the operating activities, the internal processes or enhancing the relationships with the customers is vital for business success. However, the existing literature reveals gaps on how digital orientation and relational capacity can lead to performance gains. The study proposes a conceptual model by which companies’ digital orientation can lead to superior financial and non financial performance with the mediating role of relational capacity. Based on a sample of 224 companies the model was tested and validated through the Structural Equations Model. The results show that relational capacity is a key mediating variable between digital orientation and financial and nonfinancial performance. The study offers practical implications for companies about the importance of design digital marketing strategies to engage with customers if the company wants to increase performance. Moreover, the study stresses the value of maintain strong and durable relationships with customers and partners to enhance the relational capacity of companies. The theoretical contribution derives from testing a model that adds empirical evidence to the current state of knowledge and that could be used in future studies.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48202767","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Precursors and Outcomes of Perceived Value in B2B Banking Services: A Nomological Framework B2B银行服务感知价值的前兆和结果：一个规范框架

Journal of Relationship Marketing Pub Date : 2023-07-12 DOI: 10.1080/15332667.2023.2234812

M. Zietsman, P. Mostert, G. Svensson

引用次数: 0