Article

Exploiting Niches Using Relationship Marketing

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Abstract

In this age of diversity, marketers are being rudely awakened to the erosion of the mass market. A massive upheaval in the social landscape has led to the fragmentation of the mass market. Marketers find that the traditional marketing methods are no longer as effective as they used to be. The search is on for new and more appropriate methods. Niche marketing and relationship marketing are two of the most talked-about methods. Each of these strategies was developed from a different perspective, and little attention was paid to the possible synergy between the two. This is the first step in trying to integrate the modern concepts of relationship marketing and database marketing with the more traditional concept of niche marketing in the packaged-goods environment. The synergy between niche and relationship marketing will be explored. The main objectives of this paper are to (1) distinguish between segmentation and niche marketing, (2) discuss the distinction between relationship marketing and database marketing, (3) provide a conceptual framework for the integration of niche and relationship marketing, and (4) discuss the managerial implications of the framework and provide some guidelines for implementing relationship marketing.

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... This section presents a framework for successful marketing strategies for food specialties in rural areas. Because of the specialised nature of the subject, we believe that a niche strategy approach based on Shani and Chalasani (1992) is appropriate. According to these authors, whenever the focus of a business is to create close and durable relationships with customers, a niche strategy is more effective than a classical segmentation approach. ...
... marketers segment a priori a market into smaller segments), a niche strategy approach implies a methodological rethinking that is radical in many aspects. Firstly, consumers should be identified on the basis of their common preferences for specific products, such as the perceived high quality of traditional food specialties, and not on the basis of their differences from other segments as in much of classical segmentation (Shani & Chalasani, 1992). Hence, the point of departure of a niche marketing strategy is the perceived superiority of a food product in terms of quality, which is either the outcome of expert (e.g. ...
... wine sampling by sommeliers) or laymen's knowledge (reputation derived by word-of-mouth, prizes awarded in local competitions). Once similar consumers are identified, the aim is to expand the niche by means of relationship-based practices (Shani & Chalasani, 1992). However, this process does not aim at an ex-post modification of the product in order to adapt it to consumers. ...
... Relationship marketing develops and maintains relationships between the parties involved, aiming at engaging with the organization and strengthening the company's value creation, specifically in the relational and reputational intangible resources (Freire, Lima, and Leite 2009;Hennig-Thurau and Hansen 2000;Kotler and Keller 2012;Kotler et al. 2017;Shani and Chalasani 1992;Scussel et al. 2017). We intend to test that: ...
... On the other hand, RM does not directly impact intangible resources, diverging from the studies of some scholars (e.g. Shani and Chalasani 1992;Hennig-Thurau and Hansen 2000;Freire et al. 2009;Kotler and Keller 2012;Kotler et al. 2017;Scussel et al. 2017). However, this result is interesting because for top managers it is not the relationship marketing actions that influence the company's reputational and relational resources, it is the customer loyalty that will serve as a mediator and will influence the significant increase of these intangible resources, as observed in the validation of the last hypothesis. ...
Article
This paper aims to introduce loyalty as a relevant mediator construct on the relation between relationship marketing and intangible resources. This study tests a hypothesized model using partial least squares structural equation modeling on data from a survey conducted with Portuguese footwear industry companies based in Portugal. Findings provides evidence that in the perception of top managers, (1) relationship marketing positively influences customer loyalty, (2) customer loyalty positively influences the company’s intangible resources and (3) customer loyalty has a mediating effect between relationship marketing and intangible resources. Generally, managers can use this research to rethink their corporate relationship marketing strategies: companies may acquire meaningful market benefits through a systematic reconfiguration of their intangible resources, combined with measures that empower loyalty. This study contributes to marketing theory by conceptualizing loyalty as a mediator variable on the relations between relationship marketing and intangible resources, comprising a pioneering application to the footwear industry.
... Consumer partnership Shani, Chalasani, 1992 Integrated striving to establish, maintain and develop a network with particular consumers in order to achieve mutual benefits through interaction and individualize long-term relationship. ...
... This study adds value to the literature by empirically linking a more comprehensive list of determinants to the dependent variable. It builds on past studies in this area, which had either investigated an incomplete list of potential underpinnings (Ndubisi, 2004;Tripath, 2021) or related them to relationship quality (Shani, Chalasani, 1992) and customer satisfaction (Sheth, Parvatiyar, 2000) without taking into account the ultimate goal of any service provider, which is to build loyal customers. ...
Conference Paper
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Healthcare systems face challenges posed by internal and external factors, including economic crises or pandemic outbreaks. In the COVID-19 pandemic, particular attention was focused on the financing activities to mitigate its impact, strengthening emergency medicine, healthcare human and technical resources. At the same time, it becomes noticeable that the proposed solutions and significant financial resources are not sufficient or appropriate to resolve potential and existing challenges. Consequently, the question arises as to whether there are any hidden obstructions in the healthcare system itself that hinder its operation. Therefore, this research aimed to identify areas in which the in-depth research would contribute to the performance of healthcare systems, alongside the allocation of funding. To achieve the goal of the study, a systematic literature review was conducted to identify the views of scientists on healthcare systems' operation in the COVID-19 spread period. The results of the performed literature review indicated several obstructions and potentials of the healthcare systems. Dominant attention is dedicated to shifting from the hierarchical structural governance principles to the people-centered approach, towards collaborative, inclusive, and participative practices of engagement and involvement of healthcare professionals and patients, moving from fragmentation to adaptive self-organization, creating well-integrated, equitable, and prosperous societies, by redesigning health policy thinking and respecting the principles of democracy and human rights. Further theoretical research could strengthen the practical implementation of more sustainable and inclusive healthcare systems.
... The paradigm shift brought lots of discussions on "relationship marketing" since the 1980s (Berry, 1983;Håkansson, 1982). 2,3 Relationship marketing aims to identify, maintain and build up a network with individual customers and to continuously strengthen the network for the mutual benefit of both sides through interactive, individualized and value-added contacts over a long period of time (Shani and Chalasani, 1992). 4 CRM evolving from business processes emphasizes not only a comprehensive strategy, but also the process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer (Parvatiyar and Sheth, 2000). ...
... 2,3 Relationship marketing aims to identify, maintain and build up a network with individual customers and to continuously strengthen the network for the mutual benefit of both sides through interactive, individualized and value-added contacts over a long period of time (Shani and Chalasani, 1992). 4 CRM evolving from business processes emphasizes not only a comprehensive strategy, but also the process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer (Parvatiyar and Sheth, 2000). Pradeep. ...
Article
Educational institutions worldwide are undergoing fundamental shifts in how they operate and interact with their “customers”, students, alumni, donors, and faculty members. Higher education, especially the management education has been changing rapidly and educational institutions are compelled to focus and shift their strategies on student community, faculty members, and industrial organizations so that they remain relevant to the society at large. A nation can remain competitive and its economy can continue grow, only if the quality of knowledge provided by higher education institutions becomes meaningful. Technological, economic, sociological, and governmental forces are altering education dramatically, impacting its institutions, teachers, students, funding sources, and basic function in society. To unlock potential and help talented people to gain advanced training, whatever their background, requires customer-centric approach to education.
... In fact, Gummesson (1999) proposes a network approach to RM and classifies 30 relationship types. Nevertheless, many studies focus on the relationships between organizations and their customers (Payne, 1994;Boedeker, 1996;Christopher et al., 1991;Gummesson, 2008;Shani and Chalasani, 1992). Ultimately, the reason for developing relationships with stakeholders is to add value at different points in the process so that relationships with customers are enhanced. ...
... Ultimately, the reason for developing relationships with stakeholders is to add value at different points in the process so that relationships with customers are enhanced. This is further supported by the existing definitions of RM that points to a focus on building long-term relationships with customers (Grönroos, 1990;Rapp and Collins, 1990;Christopher et al., 1991;Shani and Chalasani, 1992;Boedeker, 1996;Gummesson, 2008;Shi et al., 2008). Moreover, Cruceru and Moise (2014) divide RM into two sets of activities in which one is attracting the customer and the other is building relationships; this indicates that the central task of RM is dealing with customers. ...
... The task of relationship marketing to attract and retain customers was considered, and if the company wants long-term relationships with customers, it must pay special attention to the quality and improvement of services provided to the customer [24]. Relationship marketing is an integrated effort to identify, maintain and build lasting beneficial relationships with individual customers that are continuously strengthened through value creation [21]. It can be concluded that relationship marketing is the activity that leads to the creation, maintenance and development of successful exchanges. ...
... [7.]. The article discusses the organization of long-term relationships with customers that allow the company to increase the value of their proposals [8]. The practice of mutually beneficial relationships with customers is analysed [9]. ...
Article
Full-text available
Good customer service is not a new concept for the enterprises but the development of a holistic customer-oriented service model will be a critical way to increase the value of the business and promote products and services to achieve enterprise sustainability and innovation in the digital age. The article presents the results of research aimed at developing a modern model of integrated customer service. The idea to combine several marketing complexes to build a system of "customer acquisition" was presented. A three-stage model has been developed the use of which will allow the company to determine and understand the directions of development of its service and on this basis to achieve its goals. The conditions for the implementation of this model are discussed.
... Relationship marketing attempts to involve and integrate customers, suppliers and other infrastructural partners into a firm's marketing activities (McKenna 1991;Shani and Chalasani 1991). The purpose of relationship marketing is to enhance marketing productivity through achieving effectiveness and efficiency such as customer retention, efficient consumer response (ECR), and the sharing of resources between marketing partners (Sheth and Sisodia 1995). ...
... Relationship marketing has emerged as an area gaining the attention of several researchers to know how companies are being benefited b y b u i l d i n g l o n g -t e r m r e l a t i o n s h i p s w i t h customers (Parasuraman, Berry, & Zeithmal, 1991). Apart from helping marketers in understanding customer need, relationship marketing leads in cost reduction, increasing m a r ke t s h a r e a n d t h u s p r o f i t a b i l i t y f o r organisations (Shani & Sujana, 1992). The shopping attitude of customers are affected by factors like ease of parking, best prices, special offers, loyalty or benefit card, and incentives (Nielson, 1996). ...
... As a consequence of the constant changes and evolution that occurred in the business world, although initially oriented towards production, they evolved to a focus that started to focus on sales and, more recently, to a relational aspect (Gronroos, 1989;Gruen, 1997). Relationship marketing can be defined as a practice of building customer networks, previously identified, with the main objective of maintaining and strengthening this relationship, which is beneficial to both the company and the customers (Shani & Chalasani, 1992). However, the idea of creating and maintaining this type of relationship seems to aim to create a long-term link between the parties (Kotler & Armstrong, 1999). ...
Chapter
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Nowadays, the traditional four P's of marketing are not enough, especially in hospitality services, because of the permanent need to satisfy the customers, in order to keep them loyal. This chapter aims to understand the application of customer relationship management (CRM) in order to manage client retention and how this can translate into a competitive advantage for the hospitality industry. The chapter has a theoretical framework on the main concepts, such as relational marketing and CRM, and their importance and application to hospitality. The Estoril Coast in Portugal was chosen because it is considered as an international brand due to the importance for national and international tourism. For that, the authors made online questionnaires to hotels in this geographical area. The results allow to measure the use of CRM in the sample hotels and understand the importance of relationship marketing.
... In sum, the synergy between the flash sale and online flagship store will lead to a wider product range, better shopping experience, and enhanced consumer preference, thus promoting online sales [85,86]. Therefore, we hypothesize that as opposed to the "flash sale only" model, the mixed sale model enabled by the participation that seamlessly integrates flash sale and online flagship store will generate more sales revenue for merchants who launched flagship stores. ...
Article
This study investigates the performance implications of participation in the strategic transformation of the e-commerce platform by using data from VIP.com, the largest flash sale e-commerce platform in China. By integrating online flagship stores with its existing flash sale, VIP.com has transformed from the flash sale model targeting a niche market to the mixed sale model serving the mass market. Using a PSM-DID approach, we find that participation in such strategic transformation boosted sales for merchants and also resulted in greater post-sales product returns for merchants selling seasonal products. Implications for theory and practice are discussed as well.
... Shani et Chalasani (1992), quant à eux, définissent le marketing relationnel comme un effort intégré pour identifier, maintenir et construire un réseau avec les consommateurs individuels, réseau qui sera continuellement solidifié pour le bénéfice mutuel des deux parties à travers l'interaction, l'individualisme et la valeur ajoutée sur une longue période. Morgan et Hunt (1994) définissent le marketing relationnel comme « l'ensemble des activités qui visent à établir, à développer et à maintenir des échanges relationnels performants ». ...
Thesis
Cette recherche explique la formation de l’engagement dans les communautés virtuelles, ainsi que ses déterminants. Bien qu'il existe de nombreuses études sur l'engagement, nous nous concentrons sur l'engagement en ligne, en examinant l'effet des leaders d'opinion au sein des communautés virtuelles. Pour atteindre cet objectif, nous avons examiné quatre différents types de communautés virtuelles par une méthode netnographique. De plus, nous avons mené des entretiens avec les experts des marques pour comprendre comment ils abordent l'engagement en ligne. Nos résultats montrent qu’en plus de l'engagement envers la marque et de l’engagement envers la communauté, il existe un autre type d’engagement au sein de la communauté virtuelle. Cet engagement est envers une personne : le leader d’opinion. Dans cette recherche, nous avons développé une échelle de mesure d’engagement envers le leader d’opinion. Les résultats de notre étude quantitative affirment la fiabilité et la validité de cette échelle. Ainsi, les résultats indiquent que les bénéfices perçus et l’engagement envers le leader d’opinion ont des effets positifs sur l’engagement envers la communauté. Cette recherche permet d'approfondir les connaissances théoriques liées à l’engagement en ligne. Elle permet également aux professionnels du marketing d’utiliser les communautés virtuelles plus efficacement pour leurs stratégies de communication.
... Relationship marketing is building and maintaining an audience through interactive communication over time for the bene it of both sides (Shani & Chalasani, 1992). This two-way communication creates trust, which leads to relationship commitment and future loyalty with an increased likelihood of future interactions (L. ...
... Маркетинг взаимоотношений сегодня является последним этапом эволюционного развития маркетинга от концепции удовлетворения потребителей посредством однократных обменных сделок к концепции долгосрочных взаимовыгодных отношений с потребителями с участием всех заинтересованных сторон [Бондаренко, 2015;Гембл и др., 2002;Bruhn, 2003;Shani et al., 1992]. ...
Article
The purpose of the study is to determine the criteria for segmentation of consumers of housing and communal services and build a model of their needs as a basis for the formation of marketing relationships for the management organization in order to increase the effectiveness of the introduction of smart technologies in the housing and communal services market. The introduction of smart technologies in the sphere of housing and communal services directly depends on the development of the relationship marketing as a technology for coordinating interests of all stakeholders in the market under consideration. In relation to the market of housing and communal services (HCS), the relationship marketing has been studied very little, which is due to the weak development of the categorical and methodological apparatus of the concept itself, as well as the complexity and multidimensionality of the subject-object structure of the housing and communal services market as an object of research. The housing and utilities market is a complex system that includes two clusters: the utility and housing segments which differ in service parameters, market types, and the composition of market entities. The article analyzes key barriers to the introduction of smart technologies in the market of housing and communal services. Besides, the segmentation of consumers is carried out; a model of the hierarchy of needs of consumers of housing and communal services is proposed; the relationship between the needs and the selection of specific smart technologies for managing an apartment building is revealed.
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
Article
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В работе представлен опыт анализа процессов накопления капитала моделирующей организацией периода позднего социализма. Поле производства моды в позднем СССР рассматривается как частный случай функционирования моды вне капиталистического контекста. Хронологические рамки исследования охватывают период с 1968 по 1981 годы, который менее исследован по сравнению с периодами сталинизма и Оттепели. Сеть областных Домов моделей одежды была отличительной чертой советской системы производства моды этого периода, но её исследования все еще крайне редки. Для заполнения этого пробела исследование применяет категории капитала, иерархии и динамики поля производства. В статье рассматриваются два кейса подготовки и представления творческих коллекций Пермского Дома моделей одежды для Всесоюзных и кустовых методических совещаний модельеров в периоды 1968 – 1969 годов и 1979 – 1981 годов. Статья опирается на опубликованные ранее исследования по истории советской моды, мемуары, архивные документы и фокусированные интервью бывших работников Пермского Дома моделей одежды. Исследование состоит из двух компонент. Во-первых, реконструкция иерархии советского поля производства моды. Во-вторых, выявление профессиональных стратегий накопления капитала и борьбы за позицию в поле. Результаты исследования дополняют сделанные ранее выводы о противоречивости советской политики в области моды. Учитывая социальный и экономический контексты изучаемого периода, мы предлагаем определение модного капитала как положительной оценки доминирующими акторами баланса между соответствием направлению моды, закрепленному советскими методическими центрами моделирования, и творческим поиском художников конкретного Дома моделей. Результаты исследования позволяют предположить, что причудливая комбинация социалистических и квазирыночных практик явочным порядком проникала и в поле производства советской подиумной моды. Насколько нам известно, теория поля производства моды ранее не использовалась для объяснения функционирования советской моды.
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
Article
The feature of this review is to study the properties of modern communications and relations between humans and information. An American journalist and ex-editor of The New Republic, Franklin Foer studies the origins, present, and future of new media. Starting with the meaning of their own names, global network companies claim to everyone that they are ruling the world. Social networks and even search engines collect data with ease and impunity from unsuspecting users who voluntarily publish open access information about themselves. Then, after acquiring the information they need, corporations like Google, Facebook, and Amazon use algorithms to control the behavior of a large part of the world. The review highlights the most important topics of the book: the reasons for degradation of individual taste and thought, ways corporations can follow their clients, the crisis of book publishing and professional journalism, and the importance of privacy. Foer does not spread panic; rather, he explains to the reader what problems modern information society faces. One of the main difficulties is that search engines and social networks do not allow users to filter content (despite an abundance of it) according to users' personal interests but instead organize the output of material according to internal algorithms. Perhaps we should turn to traditional ways of comprehending the world, such as reading paper books. The Internet itself as a means of communication is not the ultimate evil but the fact that it has been turned into the only way of communication means it is relied on too extensively. As a result, the book World Without Mind by Franklin Foer offers a way to “exit the matrix” of the digital age. © 2020 National Research University Higher School of Economics. All rights reserved.
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
... According to this, collaborative work with partners creates additional value that cannot be formed by each of the counterparts alone or by manipulations by the producer. Cooperation with consumers allows the development of goods with suitable characteristics that are really required by the demand side [McKenna 1991;Shani, Chalasani 1992]. Relational marketing investigates the parameters of interfirm, network, or market relations that appear more productive when it comes to value creation [Morgan, Hunt 1994]. ...
... Theoretical background and hypothesis development RM paradigm RM depicts the concerted efforts by an organisation (brand) to develop a consumer network, which is continuously strengthened for mutual benefits via interactive, individualised, valueladen and long-term exchanges (Shani and Chalasani, 1992). In the context of brand management, it focuses on an enduring relationship involving intimate, dyadic partnerships between consumers and their admired brands (Fournier, 1998). ...
Purpose This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value). Design/methodology/approach Data were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model. Findings Findings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value. Research limitations/implications This study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media. Practical implications These findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships. Originality/value Based on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.
... Grönroos (1990:138) ilişkisel pazarlamayı "müşterilerle ve diğer ortaklarla kârlı ilişkiler kurmak, sürdürmek ve geliştirmek, böylece ilgili tarafların hedeflerine ulaşması ve bu karşılıklı değişim ve vaatlerin yerine getirilmesi" olarak tanımlamaktadır. İlişkisel pazarlama; müşterileri, tedarikçileri ve diğer altyapı ortaklarını bir işletmenin geliştirme ve pazarlama faaliyetlerine dahil etmeye ve entegre etmeye çalışmaktadır (McKenna 1991;Shani, Chalasani 1991). Literatürde değinilen ilişkisel pazarlamanın tanımları Tablo 8'de gösterilmektedir. ...
Thesis
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Due to developments in information and communication technologies, main changes occur in the communication and distribution channel strategies of business. As a result of adapting technology to these strategies, omni channel applications gain great importance as information about products and services can be obtained and accessible on all channels. It is more efficient to manage them in an interdependent and harmonious manner rather than managing distribution channels one by one like different channels. In this context, businesses gain competitive advantage as a result of adopting omni channel strategies, which differ from other channel strategies in terms of flexibility and depth of integration. At this point, it is considered to be useful to examine what the omni channel experience offered by the businesses in the competitive environment means and why it is important for the businesses. Having a physical inventory close to the customer with omni channel applications (click and collect, buy online, return in store, in-store digital purchase, kiosks, self-payment points, etc.), offers businesses flexible purchasing behavior and return options to the consumer. This allows them to offer shorter delivery times compared to leading online purchasing behaviors. With the use of QR-Quick Response, information about products or services can be obtained online, or you can perform your payment transactions without losing time thanks to QR-codes. In addition, customers can have a unique experience thanks to the implementation of loyalty programs of businesses both online and integrated with traditional channels. This situation is important in order to develop and maintain relations (satisfaction, trust, commitment) between the customer and the business. In this research, it is aimed to analyze the role of customer experience on relationship quality and its effect on loyalty intention (word of mouth communication and repurchase intention) through a holistic model in terms of omni channel management. In addition, the sub-purpose of the research aims to compare the effect on customer experience and loyalty intentions depending on demographic variables, brand, shopping frequency and amount of spending. A face-to-face survey was used as a data collection tool. In the study, convenience sampling, one of the vi non-random sampling methods, was preferred as the sampling method and data of 513 participants were obtained. SPSS 21 program was used in data analysis and hypotheses regarding the research model were tested. As a result of the study, it was determined that the omni channel customer experience has an effect on loyalty intention, and the quality of the relationship has a mediating role in this relationship. The personal innovativeness dimension did not have a moderating effect on the relationship between customer experience and relationship quality. The main issue in developing the loyalty intention is that the marketing activities and customer experiences of omni channels should be evaluated within the framework of the business's plans. It should not be forgotten that it is important to provide positive customer experience to customers who use omni channels as the source of loyalty intention and to improve the quality of the relationship.
... Development of the Hypothesis (Shani and Chalasani, 1992) have defined relationship marketing as" an integrated effort to identify, maintain, and build up a network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized and value added contacts over a long period of time" (p. 44). ...
Article
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This study sought to identify the relative roles of Customer Relationship Management (CRM), Integrated Marketing Communication (IMC), Customer Referral Campaign (CRC) and Perceived Experience (PE) in the formation of the Purchase Intentions (PI) of Bangladeshi consumers. A total of 111respondents were literally categorized into apartment owners and prospective buyers, were eventually surveyed with the structured and self-administrated questionnaires followed by few in-depth interviews. The results of the study suggest that the three variables; CRM, IMC, and PE appear to have a significant direct impact on the formation of the Purchase Intentions (PI) of the apartment in Dhaka city. Conversely, CRC found to have no effect on the Purchase Intention (PI).
... Prior research in diverse streams of marketing including service marketing (Bitner, 1995;Harrigan et al., 2018), industrial marketing (Levitt, 1983), online marketing (Sheth, 2017;Steinhoff et al., 2019), customer loyalty (Payne & Frow, 2013;Verma et al., 2016), and customer value management (Christopher, 1996;Frow & Payne, 2009) contribute to the body of knowledge on RM. RM is defined as 'an integrated effort to identify, maintain, and build up a network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized and value-added contacts over a long period of time' (Shani & Chalasani, 1992). This definition emphasizes the need for businesses to build longlasting relationships with customers for mutual benefit. ...
Article
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The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study suggest that education providers' (EPs) service-oriented behaviours, trust, commitment and their infrastructure enhance student satisfaction and loyalty in tertiary educational institutions. The study suggests that higher education providers (HEPs) should commit themselves to customer-centric service-oriented tactics and actions, and must earn customers' trust and build loyalty from their marketing practices. Based on the research findings, a conceptual model of relationship marketing in higher education is proposed. The current study contributes to marketing theory by reviewing and summarizing the key drivers of relationship marketing and discussing their applications in the formal tertiary education sector. The study also provides suggestions to tertiary education marketers in terms of priorities for developing and maintaining profitable customer relationships in this changing world and offers an agenda for future research.
... Bonding is defined as the component of a business relationship that results in two parties (the buyer and seller) acting in a unified manner toward a desired goal (Callaghan et al., 1995). It was recognized by Shani and Chalasani (1992) in their identification of the bond developing between consumer, supplier, and product through the application of relationship marketing. Its application to RMO consists of developing and enhancing consumer loyalty, which results directly in feelings of affection, a sense of belonging to the relationship, and indirectly in a sense of belonging to the organization. ...
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... Companies adopting niche strategies are found to be relatively successful in a high-tech environment (DeBruyne et al., 2002). Niche strategies are strategies focusing on a small group of customers with specific wants and demands (Dalgic and Leeuw, 1994;Shani and Chalasani, 1993). ...
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... To explain widely this philosophy, the authors point out that a lot of consumers and business customers prefer keeping their ongoing relationship with their partner (organization) instead of switching constantly from one provider to another in their search of value. Shani and Chalasani (1992) define relationship marketing as an integrated effort to identify, maintain, and create a network with consumers and to constantly strengthen the network for the mutual benefit of both sides, through individualized, interactive, and value-added contacts throughout a period of time". McKenna (1991) views of relationship marketing is more strategic as he suggests that the customer should be put first and that organization should move away the role of marketing from the manipulation of the customer (telling and selling) to genuine customer involvement (sharing knowledge-communicating). ...
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This study seeks to know the relationship between relationship marketing with members of distribution channels in order to improve their performance and avoid conflicts, and the structural modeling method was relied on in order to test the study model through the Amos26 program, and the study reached excellent results that proved that relationship marketing plays an important role in improving Performance of distribution channel members by relationship quality.
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ÖZET Toplam kalite yönetimi yaklaşımıyla birlikte, yönetim literatür'ün de birçok yeni kavramlar yer almaya başlamıştır. Bunlar arasında; süreç ve müşteri odaklı olmak öncelikli ve önem verilen kavramlar olarak karşımıza çıkmaktadır. Bu iki kavramın günümüzde önem kazanmasının nedenleri arasında; işletme yönetimince tam anlaşılıp uygulandığında, işletmenin alanında rakiplerine göre rekabet avantajı sağlaması söz konusu olabileceği gibi, işletmenin yaşam süresinin uzamasına da katkı sağlayabilecektir. Süreç odaklı çalışan işletmeler; bilim ve teknolojideki gelişmeleri, müşteri ihtiyaçlarını ve bu ihtiyaçların gelecekte alabilecekleri şekli yakından takip etmek ve süratle uygulamaya koymak zorundadırlar. Entellektüel sermayenin en önemli unsurlarından biri olan müşteri sermayesi, en zor ulaşılan ve aynı zamanda elde tutulması da en zor olandır. İşletmelerin; müşteri sermayesinin en önemli unsurunun bilgi olduğunu dikkate alarak, müşteri ile birlikte çalışmaları, ürün ve hizmet üretme sürecinde müşteriye yetki vermeleri, müşteriye özel mal ve hizmet üretmeleri, proaktif davranarak pazar koşullarına kolay yanıt vermeleri müşteri bağlılığını arttırabilecektir. Her sektörde olduğu gibi lojistik sektöründe de müşteri odaklılık önemli bir yere sahiptir. Lojistik işletmelerin, inovasyon çalışmalarına ağırlık vermeleri ve teknolojik gelişmeleri yakından takip etmeleri, müşteri ilişkilerini geliştirmeleri müşteri sermayelerine olumlu katkı sağlayabilecektir. Bu bağlamda "Butik Lojistik" kavramı farklı bir uygulama olarak karşımıza çıkmaktadır. İşletme ve müşteri arasında normal çalışma şartları ve uygulamaları dışında, özel veya spesifik bir lojistik faaliyetin daha önce uygulamada olmayan, ancak işletme tarafından sadece, hizmet verdiği müşteri için uygulamaya koyduğu bir hizmet şekli olarak tanımlanan Butik Lojistik ile lojistik işletmelerinde kaliteli hizmet alamayan, özellikle küçük ve orta ölçekli işletmelerin, hizmet kalitelerinin arttırılması, memnuniyet oranlarının yükseltilmesi, alışılagelmiş lojistik hizmetlerinin dışında özel ve butik hizmet verilerek müşteri sadakatinin sağlanması hedeflenmektedir.
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As a nation's purchasing options multiply, mass marketing techniques become less and less effective: As a result, companies may have to place more reliance on multiple-option marketing.
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Strategic market planning -- Industrial marketing -- Research for marketing decisions -- Global marketing management -- Marketing management -- Strategic marketing for nonprofit organizations -- Principles of marketing -- Services marketing -- Marketing research and knowledge development -- The strategy and tactics of pricing -- Kleppner's advertising procedure -- Marketing channels -- Legal aspects of marketing strategy -- Design and marketing of new products
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This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers will watch personalized advertisements for cookies, toothpaste, and coffee at checkout counters equipped with video screens. In these instances and countless others, advertisers are finding new ways to communicate with their customers that capitalize on and leverage the long-term relationship between the advertiser and consumer.
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