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Relationship marketing management: Its importance in private label extension
Abstract
Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of long-term profitability for retailers.
... Benzer şekilde fiyatın kalite algısını pozitif etkilediği, kalite algısının da risk algısını azaltıp değer algısını artırarak satın alma niyetini artırdığı yapılan araştırmalar tarafından ortaya konmaktadır (Beneke vd., 2013 (Fen vd., 2012: 55 PM'lerin daha çok gıda marketlerinde ve ilaç süpermarketlerinde (Amerika ve Avrupa'da yangın olan) görüldüğü, ürün kategorisinin satın alma niyetini etkilediği, risk faktörü nedeniyle dayanıklı tüketim mallarında tercih edilmediği ifade edilmektedir. Ancak Romero (2014), düzenli aralıklarla PM satın alındığında yaşanan deneyimin ve oluşan sadakatin dayanıklı ürün kategorisindeki risk algısını düşürdüğünü ve PM tercihini artırdığını ortaya koymuştur. Bu nedenle müşterilerin PM deneyimi yaşamasının teşvik edilmesi önerilmektedir. ...
... Bu nedenle müşterilerin PM deneyimi yaşamasının teşvik edilmesi önerilmektedir. Tüketici deneyim sonrası memnuniyet yaşadığında farklı kategorilerdeki PM'leri seçme olasılığının artacağı öne sürülmektedir (Romero, 2014). Dursun vd. ...
... PM pazar payının büyüdüğü, ülke ekonomilerinin durgunluğa girdiği dönemlerde bu büyümenin daha fazla olduğu ifade edilmektedir. Tüketicinin ekonomik olarak sıkıntıda olduğu dönemde denediği PM'den memnun kaldığı sürece ekonomik durum iyileşse de PM'ye sadık kalmaya devam ettiği tespit edilmiştir (Romero, 2014). Benzer şekilde, kriz ortamında tüketicilerin aynı fiyata daha fazla değer elde etmeye çalıştıkları ve bu alışkanlıklarını kriz sonrasında da devam ettirdikleri tespit edilmiştir (Porral vd., 2013: 137 ...
Amaç: Bu çalışma, perakendeci markaların gelişimini irdelemek ve bu markaların tüketimini etkileyen faktörleri bütüncül bir bakış açısı ile ortaya koyarak perakendeciler için yarattığı faydaları saptamak amacını gütmektedir. Yöntem: Perakendeci markalara ilişkin bir literatür taraması yapılmış ve buna istinaden literatürde perakendeci markalarına ilişkin bulgular hem tüketici hem perakendeci açısından özetlenmiştir. Bulgular: Kalite algısı perakendeci markaların (PM) tercihinde fiyat kadar önemlidir. Ancak perakendeci ve üretici markaları ile arasındaki sübjektif kalite algısı farkı hala yüksektir. Sosyal risk algısının beklenenin aksine PM tercihini olumsuz etkilememektedir. PM tercihi tüketici özelliklerine göre farklılık göstermekte, bununla birlikte tüketicinin deneyimi ve farkındalığı arttığında PM tercihi artmaktadır. PM için kategori genişleme fırsatı vardır. Ancak perakendecilerin kendi markalarının tercihi için mağaza imajına, sosyal sorumluluk faaliyetlerine, raf tahsisindeki dengeye önem vermeleri gerekmektedir. Abstract Objectives: This study aims to put forward the development of retailing brands, the summarize the importance of those brands for retailers, and identify the factors affecting their consumption from a holistic point of view. Methods: Retailing brand literature was reviewed, and the findings were summarized in terms of both consumers and retailers. Results: Literature shows that the quality perception is as important as the price in the retailer brand (RB) purchase decision but the difference of subjective quality perception between the producer and retailer brands is still high. The social risk perception does not adversely affect the RB preference contrary to the expectation. The preference of RB differs according to the consumer characteristics, and it increases as the experience and awareness of consumers increase. There is an opportunity for RBs to be successful in different product categories. On the other hand, it has been determined that retailers should pay attention to store image, social responsibility activities and balance of shelf allocation for RB success.
... Na época que você é adolescente, isso é bem importante". KELLER, 2006;MIQUEL-ROMERO, et al. 2014;MOURA et al., 2014;ZEITHAML et al., 2014;SCHEER et al., 2015). ...
... entrega de algum valor para o cliente (KOTLER;KELLER, 2006;MIQUEL-ROMERO et al., 2014;MOURA et al., 2014;ZEITHAML et al., 2014;SCHEER et al., 2015).O valor percebido pelo cliente pode ser definido como a diferença entre as percepções do cliente quanto aos benefícios da compra e uso dos produtos e serviços e os custos envolvidos no processo de aquisição (CHURCHILL; PETER, 2000; NETO; MOURA, 2004; XAVIER JUNIOR, 2006; SOLOMON, 2016). Quadro 2. Dimensões do valor percebido Dimensão Significado Emocional Geração de sentimentos ou estados afetivos. ...
... Relacionamentos mais estreitos com clientes e parceiros de negócios assumem o papel de direcionadores da rentabilidade sustentável das relações de negócios, com a retenção de clientes passando a ser um conceito-chave que demanda a Mais do que gerar relacionamentos de longo prazo, o MR tem como objetivo gerar relacionamentos lucrativos entre os parceiros. Quanto mais as partes envolvidas estiverem motivadas a manter o relacionamento, menor o risco da dissolução da relação e maior a disposição delas investirem nesse relacionamento (KOTLER;KELLER, 2006;MIQUEL-ROMERO, et al. 2014;MOURA et al., 2014;ZEITHAML et al., 2014; SCHEERet al., 2015).Essas relações que são desenvolvidas e mantidas entre as partes passam a ser uma excelente estratégia para as empresas, pois desenvolve chances maiores de fidelização de clientes e promove a competitividade das organizações envolvidas. Podem ser consideradas como ativos, pois o seu objetivo não consiste em vender mais para o maior número de clientes, e sim vender mais para o cliente atual, aumentando a participação desse cliente no resultado da empresa(GONÇALVES et al., 2012;BARRETO;CRESCITELLI, 2013;VALÉRIO, 2015).O tema central relacionado aos conceitos e as perspectivas de MR está focado nas relações de cooperação e colaboração entre as empresas e seus clientes. ...
A partir da relevância das atividades turísticas, levando em conta principalmente a hospedagem, este estudo buscou analisar a experiência do turismo em hotéis fazenda na perspectiva do relacionamento entre os hóspedes e a gestão. Para isso, foram realizados seis minigrupos focais com universitários de uma instituição de ensino em Belo Horizonte/MG. Os dados foram analisados por meio da técnica de análise de conteúdo à luz de quatro categorias: qualidade, valor percebido, satisfação e cocriação. Os resultados culminaram em um framework teórico da experiência em hotéis fazenda. Na qualidade, os aspectos físicos foram considerados primordiais para uma boa experiência e revisita ou interesse em visitar. O valor percebido retratou a percepção de uma conexão com a natureza, com os familiares e grupos nos hotéis fazenda e das atividades específicas oferecidas pelos estabelecimentos. A satisfação foi especulada pela expectativa, enquanto a percepção de cocriação foi limitada a feedbacks e sugestões gerados pelos usuários. Para estudos futuros, propõe-se um teste quantitativo do modelo apresentado para a iniciativa de sua validação.
... New technologies have enabled a capacity of data storage and extraction in order for organizations to deal with a vast amount of customer information that would have been unthinkable before, from the marketing point of view this evolution has allowed the ability to individualize and manage the relationship with the customer (Brito, 2011). Miquel-Romero et al. (2014) believe that relationship management between companies and partners should be viewed in the long term. As long as both parties are willing to maintain this relationship, the lower the risk of relationship dissolution, since it requires investments that are often unrecoverable (Scheer et al., 2014). ...
... As long as both parties are willing to maintain this relationship, the lower the risk of relationship dissolution, since it requires investments that are often unrecoverable (Scheer et al., 2014). According to Miquel-Romero et al. (2014) trust and commitment is a strategic goal and a source of profitability for the business in the long run. Agariya and Singh (2011) states that the key elements for relationship management beyond trust and commitment is also in the cooperation conveyed. ...
The truth is that competitivity has gained a strong growth in business, and it is important that companies pay attention to the practice of their relational marketing strategies. Technology, innovation, and digital have been transforming the way society operates in the market. Organizations must look for current opportunities in order to add value of their business and negotiation process and of course in the way they act and interact with the target. This way, the current research demonstrates the importance of CRM in relational marketing practices, particularly in non-profit organizations. Regarding the methodology, a case study was developed using a qualitative methodology through semi-structured interviews in a convenience sample, with the aim of retaining the opinion fundraising and marketing responsible department between the different organizations under study. The main result of this exploratory study appears to prove the importance of using CRM for the good practice of relational marketing strategies in order to attract, retain, and build trust with their stakeholders.
... Commitment is at the core of relationship marketing research, as it is able to determine the success of a relationship marketing campaign (Addison, Lingham, Uslay, & Lee, 2017;Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014;Moorman, Deshpande, & Zaltman, 2006;Ndubisi, 2007;Verma, Sharma, & Sheth, 2016). Trust, the delivery and fulfilment of promises, is the second pillar and it is, as such, indispensable for a healthy public sector climate and for the capacity to develop a relationship and let it mature (Churchill and Surpernant, 1982;Miquel-Romero et al., 2014;Moorman et al., 2006;Verma et al., 2016). ...
... Commitment is at the core of relationship marketing research, as it is able to determine the success of a relationship marketing campaign (Addison, Lingham, Uslay, & Lee, 2017;Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014;Moorman, Deshpande, & Zaltman, 2006;Ndubisi, 2007;Verma, Sharma, & Sheth, 2016). Trust, the delivery and fulfilment of promises, is the second pillar and it is, as such, indispensable for a healthy public sector climate and for the capacity to develop a relationship and let it mature (Churchill and Surpernant, 1982;Miquel-Romero et al., 2014;Moorman et al., 2006;Verma et al., 2016). ...
... Commitment is at the core of relationship marketing research, as it is able to determine the success of a relationship marketing campaign (Addison, Lingham, Uslay, & Lee, 2017;Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014;Moorman, Deshpande, & Zaltman, 2006;Morgan & Hunt, 1994;Ndubisi, 2007;Verma, Sharma, & Sheth, 2016). Trust, the delivery and fulfilment of promises, is the second pillar and it is, as such, indispensable for a healthy public sector climate and for the capacity to develop a relationship and let it mature (Churchill and Surpernant, 1982;Miquel-Romero et al., 2014;Morgan & Hunt, 1994;Moorman et al., 2006;Verma et al., 2016). ...
... Commitment is at the core of relationship marketing research, as it is able to determine the success of a relationship marketing campaign (Addison, Lingham, Uslay, & Lee, 2017;Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014;Moorman, Deshpande, & Zaltman, 2006;Morgan & Hunt, 1994;Ndubisi, 2007;Verma, Sharma, & Sheth, 2016). Trust, the delivery and fulfilment of promises, is the second pillar and it is, as such, indispensable for a healthy public sector climate and for the capacity to develop a relationship and let it mature (Churchill and Surpernant, 1982;Miquel-Romero et al., 2014;Morgan & Hunt, 1994;Moorman et al., 2006;Verma et al., 2016). ...
This study analyses the financial performance of public entities registered in the European Transparency Register based on their communication patters and use of relationship marketing principles. The main objective of the article is to establish whether correlations exist between financial performance and the fulfilment of relationship marketing principles such as trust and commitment, as emphasized in the communication of the analysed institutions. By using bivariate analysis and multiple linear regression, a series of correlations are found and a model of prediction is developed. The research thus entails practical recommendations for public institutions, in view of improved performance and access to finances.
... Desse modo, as marcas de fabricantes líderes de mercado, frequentemente procuradas pelos consumidores, têm maior poder de negociação juntos aos varejistas e atacadistas, e são pontos de referência na guerra de preços entre esses canais. Para competir com as marcas líderes de mercado em seu segmento as empresas optaram por produzir marcas próprias como um meio de diferenciar-se dos concorrentes, de crescer por meio da extensão da marca própria e reforçar as suas relações com os consumidores (Miquel-Romero, Caplliure-Giner, & Adame-Sánchez, 2014;Oliveira, 2005). Marca própria se caracteriza por aqueles produtos vendidos sob a marca do varejista, que pode ter o nome da própria cadeia varejista ou um nome de uma marca de uso exclusivo para as suas lojas, mas que normalmente não possuem unidades produtoras (Private Label Manufacturers Association, 2017). ...
... Sobre o outro escopo do patrocínio, nos últimos anos as marcas próprias tornaram-se muito importante para os comerciantes como um meio de diferenciar-se dos concorrentes, de crescer por meio da extensão da marca própria e reforçar as suas relações com os consumidores (Miquel-Romero, Caplliure-Giner & Adame-Sánchez, 2014;Oliveira, 2005). Chen et al.(2010) definem marca própria como uma marca de propriedade ou controlada por uma empresa e vendida, exclusivamente, em uma única cadeia de varejo ou grupo. ...
A marca saiu do âmbito de produto para cultura de consumo, formada pela percepção dos consumidores a partir das experiências com o produto e a organização. A concorrência aumentou e as empresas adotam estratégias para se diferenciar ao trabalhar com marcas próprias. Para analisar o comportamento dos consumidores, aplicou-se o modelo teórico Behavioral Perspective Model (BPM) com objetivo de mensurar a relação aos reforços utilitários das marcas de cookies no teste às cegas e a influência dos reforços utilitários e informativos, no teste de marcas reveladas. No teste de marcas reveladas, a marca de fabricante com maior nível de reforços informativos apresentou maior preferência e evidenciou-se uma baixa discriminabilidade entre as marcas próprias. O teste às cegas não apresentou diferenças significativas entre a marca de fabricante e marcas próprias, indicando que as marcas possuem reforços utilitários semelhantes, indicando que podem ser facilmente substituídas entre si em termos funcionais
... Payne and Frow (2017) showed that relationship marketing seems very important if the relationships are considered to be complex and it has multifaceted, as we know that inter-organizational relationships are complex. Its purpose is to generate long-term benefits relationships between their business partners (Miquel-Romero et al., 2014). Furthermore, it emphasized the present of trust, commitment and cooperation that based on the evident what has been promised, constant information exchange, reliability on what is being made, to be willing to solve problems (Palmatier et al., 2006;Gummesson, 2017;Larentis et al., 2018). ...
... This result agrees with those obtained by Palmatier (2008); Morgan and Hunt (1994); Blair et al. (1976) found that "relationship marketing supports all marketing activities directed toward establishing, developing, and maintaining successful relationships such as supporting posters, sign boards, brochures, leaflets, displays, advertisement to partners". Besides, getting benefit from "the results of public relation programs from partners, generate long-term benefits relationships between their business partners, and be willing to solve problems" (Miquel-Romero et al., 2014;Gummesson, 2017;Larentis et al., 2018). Surprisingly, in this current study there is no differences were found in formalization and EFOFIOR in the relationship in Vietnam tourism industry. ...
This study analyzed the factors influencing the effectiveness of inter-organizational relationship (IOR) through relationship marketing of travel companies with their partners based on data collection with 256 responses who were working for travel companies in Vietnam. The study used a quantitative approach as factor analysis, multiple regressions and path analysis. The results indicated that inter-organizational relationship effectiveness was directly and indirectly affected by coordination, trust, frequency of interaction, commitment, communication, organizational compatibility, and relationship marketing. Surprisingly, formalization did not significantly affect the effectiveness of IOR and relationship marketing. This study is an essential reference for managers to make decisions and to enhance the effectiveness of their collaborative partnerships.
... The pillars of relationship marketing are "commitment," "trust," "service," and, increasingly, "information technology" (Surej, 2019). Commitment is at the center of relationship marketing research (Addison et al., 2017;Morgan and Hunt, 1994), and it is defined as the "seller's enduring desire to maintain a valued relationship" with its stakeholders" (Verma, Sharma, and Sheth, 2016, p. 209), having the capacity to determine the success of a relationship marketing campaign (Miquel-Romero, Caplliure-Giner, and Adame-Sánchez, 2014;Ndubisi, 2007;Moorman, Deshpande and Zaltman, 2006). The second pillar, trust, is defined as the "confidence in exchange partner's reliability and integrity" (Morgan and Hunt, 1994, p. 23). ...
... The second pillar, trust, is defined as the "confidence in exchange partner's reliability and integrity" (Morgan and Hunt, 1994, p. 23). Trust is at the center of the capacity to develop a relationship and let it mature (Miquel- Romero et al., 2014;Moorman et al., 2006;Verma et al., 2016;Churchill and Surpernant, 1982). Kushwaha et al. (2020) emphasize the importance of ethical practices, as privacy concerns and data theft pose a threat. ...
... Brand with strong identity origin leads to the formation of long-term relationships between customer and company and also results in customer loyalty. Romero et al. (2014) in a study titled Evaluation of relationship marketing on customer loyalty concluded that there is a significant relationship between relationship marketing and customer loyalty. In a study of the impact of marketing mix on brand equity came to the conclusion that the loyalty to the brand has the highest added value from the other dimensions of brand equity and loyalty of the customer must be a priority for companies and organizations. ...
... In this process, mediating role in influencing brand personality brand identity is very important. Romero et al. (2014) in a study investigate the effect of relationship on their customer loyalty and purchase. In this study, relationship marketing aspects included: Customer satisfaction, customer commitment and customer trust. ...
Transaction based marketing has dominated the marketing world for more than four decades. With the globalization of business today, there has been a change in trend from the marketing paradigm of using marketing mix to Relationship Marketing. The focus of Relationship Marketing is to maintain a mutually beneficial relationship between sellers and buyers. The purpose of this review is to look at the relationship between Relationship Marketing Orientation (MRO) and Brand Equity. Based on the literature review, there are 3 keys to driving Relationship Marketing, namely: Brand equity, Value and Relationship Equity where brand equity has a more important role than the others because it creates competitiveness. The Relationship Marketing Orientation component has a positive effect on Brand Equity. Based on this and systematic research on industrial markets or business-to-business (B2B) markets that mostly use the concept of relationship marketing orientation. Models and hypotheses are made that the component of Relationship Marketing are trust, bonding, communication, shared values and empathy on B2B markets have a positive effect on brand equity.
... Engagement includes developing customer loyalty with a sense of love, belonging, and indirect concern for the organisation [43]. Trust, satisfaction and loyalty are evaluated from the marketing literature as the results of RM practice [32]. As a factor determining the relationship's quality [53], trust is essential to patient satisfaction [18]. ...
Adopting the relationship marketing approach in health institutions and evaluating the weights of its dimensions will benefit the effectiveness of marketing strategies. This study aimed to determine the critical levels of relationship marketing orientation components in private health institutions using the analytical hierarchy process (AHP). In the study, relationship marketing orientation was evaluated according to six criteria in line with the opinions of five experts for employees and 20 people who previously benefited from health services for their customers. As a result, the criterion with the highest priority value was communication with 0.259, and the best health company A. Furthermore, the AHP method results were compared with TOPSIS, EDAS, and CODAS methods. In addition, the Spearman Correlation method was used to determine the correlation between the results.
... Brand positioning is a tool that is used by the marketer to create an image of the brand in the minds of their customers (Zhang, 2015). According to Philip Kotler, "Brand positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market" (Miquel-Romero et al., 2014). According to Castrol's annual report (2018), the Indian lubricant market comprises about 6% of the total lubricant demand in the global market which is nearly 2.1 million metric tons. ...
... Brand positioning is a tool that is used by the marketer to create an image of the brand in the minds of their customers (Zhang, 2015). According to Philip Kotler, "Brand positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market" (Miquel-Romero et al., 2014). According to Castrol's annual report (2018), the Indian lubricant market comprises about 6% of the total lubricant demand in the global market which is nearly 2.1 million metric tons. ...
... Situational influences have no bearing on a product's involvement. (Miller & Marks, 1996;Rodgers & Schneider, 1993) According to Sheth and Parvatlyar (1995), relationship marketing strives to foster consumer loyalty so that profitable and lasting long-term connections may be established and preserved (Miquel-Romero et al., 2014). For developing long-term consumer relationships, marketing scholars and practitioners are interested in loyalty (Bilgihan et al., 2016;Das, 2014;Dwivedi, 2015;Pan et al., 2012;Rabbanee et al., 2012;Shanahan et al., 2019;Vieira et al., 2018). ...
For customers, Price is an essential attribute and can be more important in decision making. Because when the customer is considering buying this product, Price may be a key element in the decision process. price can be an informational cue that increases customer sensitivity to private brands or brand loyalty. Likewise, consumer product involvement can increase brand loyalty. A company's success can be measured depending on its capability to attract customers to its brand.
But, the manager of Asia Baru Shop – Medan, a grocery store for baby milk products, especially for Morinaga infant milk, found that today customers are hard to be loyal to a brand or specific brand because customers are sensitive to the price change, which has made the switch to other brands. This study aims to know the effect of Price on brand loyalty and contribute to the literature on brand loyalty by demonstrating how product involvement influences brand loyalty. The sample of this research is 100 respondents who were distributed among Medan customers; the sampling technique uses simple random sampling. The authors used structural equation modeling to test the hypothesized model. This research is descriptive quantitative research. The result found that there is an effect of Price on brand loyalty and product
involvement affects brand loyalty
... There are numerous studies on the influence of satisfaction on brand trust in smartphone setting (Azize et al., 2012;Lam & Shankar, 2014;D. Lee et al., 2015;Zhang & Liu, 2017), coffee shops (Song et al., 2019), university (Sultan & Wong, 2019), and convenience good (Miquel-romero et al., 2014). However, a study by Azize et al. (2012) investigating the effects of brand satisfaction in building brand trust in mobile phone settings suggested that further studies should cover the other areas geographically to generalize the result. ...
Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers’ brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market. This study developed Oliver’s four-stage loyalty model by integrating major constituents of each loyalty stage with the incorporation of brand reputation as a moderator. This study adopted a cross-sectional design and collected quantitative data from 327 smartphone users in Malaysia. The results from the structural model supported the sequential process of loyalty development through cognitive (hedonic value), affective (brand satisfaction and emotional attachment), conative (brand trust), and action (smartphone brand loyalty). Contrary to expectation, cognitive (utilitarian value) has no impact on affective (brand satisfaction and emotional attachment). Further, the moderating impact of brand reputation on the linkage between conative (brand trust) and action (smartphone brand loyalty) was verified. The discussions, implications, and limitations are provided in this study.
... Relationship marketing aims to generate profitable, long-term relationships between partners [19]. Gupta & Sahu [20] argue that an "effective relationship marketing program delivers better results in terms of increasing customer base, sales, and profitability" [20, p. 63]. ...
Стаття присвячена сегменту туризму, особливо оздоровчому, велнес та термальному, які стають все більш популярними варіантами для відвідувачів, охочих отримати доступ до процедур, що виявляються недоступними для них у їхніх рідних країнах через відсутність коштів, відсутність доступності або тривалого очікування у списках бажаючих. Удосконалено розуміння сутності інноваційного процесу та реляційного маркетингу: теоретичні та практичні наслідки для оздоровчого, велнес та термального туризму в транскордонних напрямках. Ця стаття пропонується як концептуальна робота з оглядом літератури, яка об'єднує основні компоненти інновацій та їх наслідків з точки зору туриста і маркетингу відносин (тобто з точки зору відвідувача). На основі глибокого аналізу наукової літератури зазнала подальшого розвитку класифікація оздоровчого та медичного туризму. Представлене дослідження покликане здійснити теоретичний внесок в управління інноваціями в конкретних туристичних контекстах (тобто оздоровчий, лікувальний і термальний туризм) в транскордонних туристичних напрямках (Португалія і Іспанія, зокрема, Єврорегіон Північної Португалії та Галісії). Концептуальна модель, яка узагальнює динамічну природу процесу запуску, була адаптована до процесів в оздоровчому, велнес та термальному туризмі. Було дано визначення транскордонного регіону як території на кордоні, що складається з місцевих органів влади, що беруть участь в угодах про транскордонне співробітництво. Також було доведено, що транскордонні регіони можуть відрізнятися, наприклад, залежно від ступеня співробітництва (висока або низька інтенсивність) або географічної протяжності (низька або висока). Особливу увагу було приділено Єврорегіонам, які схильні визначати себе як мікро-транскордонні регіони, зі зменшеною географічною протяжністю між суміжними просторами. Була запропонована концептуальна модель, що пов'язує маркетинг відносин і результат інновацій в туризмі (довіра, прихильність, якість послуг, задоволеність і лояльність). Запропонована модель описує взаємозв'язок між такими змінними: співпраця, задоволеність медичним і тепловим туризмом; прихильність і задоволеність медичним і тепловим туризмом; довіра та задоволеність медичним і тепловим туризмом; загальна задоволеність медичним і тепловим туризмом.
... Ekici (2013) applied a qualitative study to understand and validate the importance of trust in inter-organizational contexts, and its influence on both suppliers and buyers in short-and long-term relationships. In the context of relationship marketing, Miquel-Romero et al. (2014) indicated that trust has a significant impact on customers' commitment. ...
Social-local-mobile (SoLoMo) service integrates social network services and location-based services via mobile devices to fulfill user requirements. However, while using SoLoMo services, users need to disclose personal information. The potential consequences to the users, when such sensitive information is exposed in different scenarios, are ambiguous. In this study, privacy regulation theory and multidimensional developmental theory of privacy were applied, and scenario-based experiments were conducted to understand the users’ trust, service quality, and privacy concerns. The results reveal that the experiences of victims of privacy leaks or social embarrassment would lead to decreased trust and service quality, and heighten privacy concerns.
... Main findings of our paper, originated from the ABM, agree with McMurrian & Matulich [81], who highlighted business' financial consequences due to unpleasant relationships with their partners, such as profitability abatement. Even more, our proposed agent-based model's results are consistent with Kanagal [82] and Miquel-Romero et al. [83], concerning profitability and market share benefits for businesses with good partners' relationships. Apropos of supply chain businesses' relationships with suppliers, our agent-based model complies with Mitrega et al. [84] findings. ...
During this pandemic crisis, supply chain management (SCM) has emerged as a critical source of competitive advantage driving organizational performance, especially in the agri-food sector, since public health and consumers’ confidence as well as firms’ survival depend on the effectiveness of supply chain networks. This study adopts two central SCM practices, namely strategic suppliers’ partnerships and partners’ information quality & sharing and tests their relationships with competitive advantage (quality, process flexibility, and time to market) and business performance (profitability and market share), based on an empirical study of 300 enterprises in the agri-food sector in Greece. After data collection, we deploy a diagnostic-exploratory model, utilizing fuzzy cognitive mapping, with agent-based modeling following up for development for data prediction and simulation. Consequently, we found that supply chain firms’ compelling and robust relationships with supply chain partners and suppliers can promote their profitability and market share. Relationships of this kind focus on quality information sharing and are strongly connected with businesses’ quality, process flexibility, and time to market competitive capabilities. Hence, our study provides salutary info to supply chain firms regarding potential implementation to existing and new collaborators.
... Penelitian oleh Farizka (2011), membuktikan bahwa hubungan pemasaran sangat berdampak akan kepuasan konsumen dan berdampak akan loyalitas konsumen baik secara langsung ataupun melalui kepuasan pelanggan. Kajian lainnya dari Romero, et al (2014) juga menunjukkan kalau hubungan pemasaran berdampak dengan kepuasan dan kepercayaan pelanggan terhadap komitmen konsumen. Hasilnya, dari desaing hubungan pemasaran akan berimplikasi terhadap kepuasan dan loyalitas konsumen. ...
Penelitian ini bertujuan untuk menguji pengaruh (1) relationship marketing tehadap loyalitas pelanggan, (2) kepuasan pelanggan terhadap loyalitas pelanggan, (3) relationship marketing terhadap kepuasan pelanggan, (4) relationship marketing tehadap loyalitas pelanggan melalui kepuasan pelanggan Indihome pada PT Telkom Datel Singaraja. Desain penelitian yang digunakan pada penelitian ini adalah kuantitatif kausal. Subjek penelitian ini adalah pelanggan Indihome pada PT Telkom Datel Singaraja. Objek penelitian ini berfokus pada variabel relationship marketing, kepuasan pelanggan dan loyalitas pelanggan. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 100 orang. Data dikumpulkan dengan teknik observasi, pencatatan dokumen dan kuesioner yang dianalisis dengan menggunakan analisis jalur. Hasil yang diperoleh dalam penelitian ini menunjukan bahwa, (1) relationship marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (2) kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (3) relationship marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan, (4) relationship marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan Indihome pada PT Telkom Datel Singaraja
... Several factors such as commitment, trust (Miquel-Romero et al., 2014), experience (O'Malley & Prothero, 2004), and culture (Iglesias et al., 2011) may reduce the negative impact of poor RM. Nevertheless, several studies have investigated RM as a single construct (Hennig-Thurau & Thurau, 2003) or a composite of many constructs, whereas a few studies have investigated the direct or indirect effects of conflict handling, commitment, and trust on customer retention. ...
The increasing growth of new hotels in the Malaysian domestic market indicates that the hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers can easily switch from one hotel to the other. Therefore, to maintain competition in the market, it is crucial for hotels to recognize the importance of conflict handling, trust, and customer commitment in maintaining good relationships with their customers. Hence, the objective of this study is to study, relationship marketing constructs such as conflict handling, trust, and commitment are evaluated based on their direct and indirect relationships with customer retention. Overall, 188 questionnaires were collected from hotel guests in Malaysia to evaluate the structural relationships between these constructs and the performance of the measurement model using SmartPLS 3.2.3. Moreover, the importance-performance map analysis (IPMA) was used to identify measures that could be utilized to enhance management activities. The research outcomes of this study indicated that customer retention is directly influenced by conflict handling, whereas customer engagement is directly affected by trust, conflict handling, and commitment. However, conflict handling, commitment, and trust indirectly affected customer retention via customer engagement. The IPMA also revealed several aspects to help decision-makers and managers prioritize their actions efficiently. The results of this study revealed that customer engagement and conflict handling had the highest effect, whereas commitment and customer engagement had the highest performance on customer retention in the hotel industry. Therefore, to maintain customer loyalty, it is recommended that hotel managers prioritize their customers’ complaints and resolve them effectively.
... Coelho do Vale et al. (2016) report that despite the growing importance of PLs in retailer assortments, their impact on store loyalty is only relevant in supermarkets with medium-cost and premium positioning. Underlining a negative relationship between PL usage and store loyalty, Ipek et al.'s (2016) conceptual model highlights the moderating effect of both utilitarian and hedonic shopping values, with the former capable of turning the negative association between PL usage and store loyalty into a strong positive relationship.Examining PL loyalty,Miquel-Romero et al. (2014) claim that customer experience, satisfaction, trust, and PL commitment can all affect PL customer loyalty to convenience goods, increasing the consumers' propensity to buy PLs in new categories such as durable goods. While noticing that retail brand customer loyalty has a greater influence on their brand purchase behavior in comparison with the manufacturer brands(Leingpibul et al., 2013),Abril et al. (2015) identify strategies to prevent PL growth and decrease the probability of consumers switching to PL, including product innovation, promotional activity, and price gap management. ...
Focusing on the consumer studies, this review investigates the private label (PL) research to identify emerging themes and future research avenues. Through a systematic review approach, we outline theories, contexts, and methods described in 145 PLconsumer studies published over the past five decades, unveiling a growing and formative body of literature consisting of five themes aggregated into the following three overarching themes: (1) PL buyer characteristics and perceptions, (2) PL marketing stimuli, and (3) PL post‐purchase‐related factors. In the context of these thematic areas, the present study identifies the factors influencing PL buying decision, highlighting peculiarities and characteristics of PL consumer behavior. Finally, we delineate long‐range research goals of PL consumer studies.
... Materialism refers to the importance consumers assign to possession and attainment of material goods, including branded products, to accomplish major life goals or desired states (Richins & Dawson, 1992) for impressing others than self (Kaufmann et al., 2016). The troika of satisfaction building trust which in turn leads to loyalty is well established (Glynn, 2010) for buyers of convenience goods (Miquel-Romero et al., 2014), experience goods (Kim & Jackson, 2009), current brands (He et al., 2012), mobile phone usage (D. and automobiles (Zehir et al., 2011). Loyalty is one of the methods with which a consumer expresses his/her satisfaction with the performance of the merchandise (Ballester-Delgado & Aleman-Munuera, 2001). ...
This paper investigates if attitudinal loyalty can be determined by materialism, satisfaction and trust of customers. Data collected from 721 Indian consumers were empirically tested using SEM for the reliability of the measurement model and relationships between constructs. This pioneer study demonstrates the assimilated influence of materialism, satisfaction and trust upon attitudinal loyalty. This research finds that materialism is significantly related to satisfaction. Satisfaction is also significantly associated with both trust and attitudinal loyalty. Further, trust was positively linked to attitu-dinal loyalty. Attitudinal loyalty varies with customer's age and frequency of purchase, while trust varies due to gender, place of purchase, jeans life and cohabitance. ARTICLE HISTORY
Nowadays, companies are looking for strategies to attract new customers as well as retain existing customers and establish a permanent relationship with them to increase their lifetime value. The value of a customer's lifetime is one of the most important tools in achieving profitable customer relationship management. The purpose of this study is to investigate the impact of relationship marketing on customer lifetime value with the mediating role of relationship quality. This study is practical in terms of purpose and descriptive-correlational in terms of data collection. A questionnaire is used for data collection. The statistical population of the study is customers of Mellat Bank (21 branches) in Tabriz. Due to the unlimited number of statistical population, based on cochran formola, 384 questionnaires are collected by random sampling. Data analysis using structural equation modeling showe that relationship marketing has directly positive and significant effect on customer lifetime value with path coefficient of 0.51 and quality of relationship with path coefficient of 0.57. Also, relationship marketing has indirectly positive and significant effect on customer lifetime value through the mediator variable of relationship quality with path coefficient of 0.51. Given the significant direct and indirect effect of relationship quality variable plays a minor mediating role in this relationship. Banks can build effective relationships with customers by investing in relationship marketing and improving the quality of the relationship, and increase the customer's lifetime and its value.
Purpose
This paper aims to investigate the interrelated role of relational commitment and dependence as drivers of key performance outcomes. Specifically, the authors provide a conceptual model of the impact of commitment on relationship value dependence and switching cost dependence. The authors further investigate how these dimensions of dependence offer differing noneconomic and economic paths to strategic and financial performance.
Design/methodology/approach
Survey data was collected from 296 purchasing agents across multiple industries located in the USA. The conceptual model and accompanying hypotheses were tested via partial least squares structural equation modeling.
Findings
The results show that the relational path is driven by affective and normative commitment, which are related to relationship value dependence. Conversely, calculative commitment is related to switching cost dependence. This economic path is related to both strategic and financial performance, whereas the relational path is more closely related to strategic as opposed to financial performance outcomes.
Research limitations/implications
This study extends research on Business-To-Business (B2B) relationships by leveraging social exchange theory to examine the interrelated roles played by two forms of dependence on performance outcomes. Thus, the authors answer Scheer et al.’s (2015) call for research into the two distinct types of dependence – relationship value and switching cost dependence – and their roles in determining B2B relationship outcomes. The findings contribute to the literature by integrating social exchange and relationship marketing concepts to develop a dual pathway approach to B2B partnerships.
Practical implications
The results suggest that dependence is not necessarily negative for firms. Specifically, buyers can and do still exhibit positive performance, both strategic and financial, in relationships with suppliers even when dependent on the relationship. Regardless of whether buyers are dependent due to a relationship or economic factors, both can, in different ways, lead to positive strategic and financial outcomes. Together, the authors contribute to the understanding of B2B partnerships by offering guidelines for both buyers and suppliers in the dyad.
Originality/value
The authors derive a comprehensive model depicting primarily relational and economic paths to performance through different types of commitment and dependence. The authors contribute to the literature by demonstrating that relational and economic paths to success are not the same, highlighting how firms could influence performance even when the relationship is not necessarily characterized by generally positive relational benefits and behaviors.
استهدف البحث الحالي فحص التأثيرات المباشرة وغير المباشرة لتراث العلامة بأبعاده المختلفة المتمثلة في (استقرار العلامة، طول الفترة الزمنية، القدرة على التكيف) على الاحتفاظ بالعملاء من خلال توسيط جودة علاقات العملاء الإلكترونية بأبعادها المختلفة (الثقة الإلكترونية، الرضا الإلكتروني، الالتزام الإلكتروني)، وذلك من خلال تطبيقه على مستخدمي مواقع التسوق الإلكتروني بجمهورية مصر العربية. ولتحقيق هدف البحث، اتبع الباحثون المنهج الوصفي التحليلي، حيث تم الاعتماد في جمع البيانات على استبيان باستخدام العينة الشبكية، وقد بلغ حجم العينة ما لا يقل عن 384 مفردة، في حين تم تجميع (437) استمارة صالحة للتحليل الإحصائي، وقد تم استخدام البرنامج الإحصائي Amos V.23 لاختبار فروض البحث.
وقد أوضحت نتائج البحث وجود تأثير معنوي مباشر إيجابي لجميع أبعاد تراث العلامة على جميع أبعاد جودة علاقات العملاء الإلكترونية. في حين كان لأبعاد جودة علاقات العملاء الإلكترونية فيما عدا الالتزام الإلكتروني تأثير معنوي مباشر إيجابي على الاحتفاظ بالعملاء. كما وجدت النتائج تأثير معنوي مباشر إيجابي لأبعاد تراث العلامة ما عدا طول الفترة الزمنية على الاحتفاظ بالعملاء. أما بالنسبة للتأثيرات غير المباشرة، فقد أظهرت النتائج توسط أبعاد جودة علاقات العملاء الإلكترونية العلاقة بين أبعاد تراث العلامة والاحتفاظ بالعملاء فيما عدا (عدم توسط الالتزام الإلكتروني العلاقة بين استقرار العلامة والاحتفاظ بالعملاء، عدم توسط الالتزام الإلكتروني العلاقة بين القدرة على التكيف والاحتفاظ بالعملاء، وعدم توسط الثقة الإلكترونية العلاقة بين طول الفترة الزمنية والاحتفاظ بالعملاء). وفى ضوء ما تم توضيحه من نتائج، فقد تم اقتراح مجموعة من التوصيات التي يمكن أن تساهم في تعزيز العلاقات مع العملاء في سبيل الاحتفاظ بهم وعدم تحولهم لمنظمات منافسة.
Purpose
It is becoming easier for end-users to modify their information system, sometimes against the wishes of management or the original manufacturer. In the mobile device context, “modding”, “jailbreaking” or “rooting” allows a mobile phone user to select operating software and network providers other than those mandated by the original provider. Prior studies have theorised that modders and non-modders possess different perspectives on the relationship between them and their device provider. However, these differences have not been empirically demonstrated in prior work. This paper aims to test theoretical pathways to explain the behavioural relationship effects of security within the modding context.
Design/methodology/approach
This study models four relationship conceptualisations from prior research. The study tests this model using a survey of 464 mobile device users to compare the user attitudes of modders and non-modders.
Findings
Modder and non-modder relationships differ. Both groups value security, but in different ways: modder relationships are governed by satisfaction and commitment, while non-modder relationships are governed more by trust.
Originality/value
To the best of the authors’ knowledge, this is the first study to empirically demonstrate the relationship differences between IS modifiers and non-modifiers. Most published work has focused on IS that are unmodified. Incorporating device modification may improve behavioural understanding of end-users.
Purpose-Under a dynamic business environment that is seen today, organizations need to adopt the right blend of strategies to attract, retain and maintain customers. Extant marketing literature has shed light on some key roles that after-sale service and the larger customer support system could play in attaining the same. Specifically, this paper aims to attempt to model the linkages between after-sales service, service quality, customer satisfaction, customer loyalty and word of mouth (WOM). Design/methodology/approach-A structured questionnaire was used to collect data from 280 two-wheeler owners, who had a recent experience of after sales service at their respective authorized service centers, through purposive sampling method. Findings-The findings reveal that both customer loyalty and repurchase intention significantly and positively mediate the relationship between customer satisfaction and word of mouth. This indicates that satisfied customers are more likely to be loyal to the service firms and would spontaneously engage themselves with positive word of mouth. Originality/value-Despite the increasing importance of after-sales service, empirical researches on this subject have been quite limited. This study aims at filling the void in extant literature by examining the interrelationships between after-sales service, service quality, customer satisfaction and WOM.
O objetivo deste artigo teórico é propor uma discussão conceitual entre Marketing de Relacionamento (MR), Práticas Contemporâneas de Marketing (PCM) e Customer Relationship Management (CRM), por meio de um framework que apresente a “relação” entre esses três construtos e com isso sugerir uma agenda de pesquisa na área. A metodologia empregada foi a revisão narrativa. O método baseia-se na análise de literatura, interpretação e análise crítica do pesquisador. A pesquisa é pioneira ao englobar a discussão de três importantes conceitos: Marketing de Relacionamento, Práticas Contemporâneas de Marketing e CRM. Além disso, faz a proposição de uma agenda de pesquisas futuras. Os principais resultados incluem a criação de um framework teórico e proposição de agenda de pesquisa envolvendo Marketing de Relacionamento, Práticas Contemporâneas de Marketing e CRM. Este estudo contribui para a reflexão sobre conceitos de marketing de relacionamento envolvendo os novos modelos de relação, considerando as novas tecnologias e conexões estabelecidas a partir delas. As práticas de marketing aplicadas ao marketing de relacionamento e as ferramentas tecnológicas utilizadas para tal são desafios contemporâneos que merecem atenção por parte de profissionais e pesquisadores da área.
La presente investigación tuvo como objetivo de estudio el desarrollo de una propuesta de marketing relacional enfocada en la fidelización de los clientes. Para efectos de estudio la metodología usada es de enfoque cualitativo descriptivo simple ya que admitió obtener, evaluar e interpretar información que se recolectó, al igual que posibilitó describir las situaciones de cómo se manifiesta el fenómeno de estudio. Para esta investigación se utilizó el software Excel para la determinación de comprobación de las hipótesis y la realización de gráficos. El instrumento que se aplicó fue el cuestionario, que permitió recolectar los datos de manera más económica y flexible, teniendo los resultados más precisos sobre la situación actual de la empresa, así como también el servicio que brinda y la factibilidad para la elaboración de estrategias de marketing relacional. Se llegó a la conclusión en base a un análisis cualitativo de la fidelidad y la interacción de los clientes, que es fundamental el establecer una interacción más biunívoca con el cliente ya que de esta manera se logra mantener un contacto permanente con él, con el fin de generar relaciones rentables y a largo plazo. Además, se determinó que los clientes buscan un servicio con atención personalizada, de calidad e incentivos que los motiven a realizar compras de forma periódica y permanente.
The paper investigates the dimensional nature of commitment (affective and calculative) within a retail banking setting. The study tests two models that include antecedents and an outcome of commitment as a unidimensional and a multidimensional construct. The target population for the study included adult customers of retail banks residing in an emerging market. To collect data, self-administered questionnaires were fielded purposively among respondents, with 599 usable responses being collected for analysis. The study highlights the irrelevance of the dimensional nature of commitment (unidimensional or multidimensional) on future behavioral intention within a retail banking setting and established the significance of perceived value, customer orientation, and information sharing on commitment.
This study aims to reveal whether intellectual capital performance is able to mediate the effect of profitability, leverage,
company size, and age of the company on intellectual capital disclosure. This study used a sample of banking companies in
Indonesia. Furthermore, research data was processed by using a path analysis approach through the WarpPLS tool. Based
on the data analysis, it was found that the profitability and age of the company directly and indirectly affected the intellectual
capital performance and intellectual capital disclosure. This means that the intellectual capital performance can increase the
effect of profitability and age of the company on intellectual capital disclosure. On the other hand, leverage and company size
were not able to show an effect on intellectual capital performance and intellectual capital disclosure either directly or indirectly,
therefore the intellectual capital performance was not able to be a mediating variable between leverage and company size on
intellectual capital disclosure. So the results of this study suggest banking companies to optimize intellectual capital information
in annual financial statements and other financial statements so that the public as a reader can make it as material in decision
making.
Purpose
The main purpose of the study is to assess proposed relationships in a model across different settings, where satisfaction is a mediator between quality constructs in a seller-customer relational setting in B2B markets. The positioning of satisfaction as a mediator is between trust and commitment as antecedents of satisfaction, and cooperation, continuity, and coordination as postcedents of satisfaction in seller-customer relationships.
The study was quantitative in nature, supported by an exploratory research approach. Data was collected based on a population of companies across Norwegian industries, as reflected in the Norwegian database Sales Navigator on LinkedIn. To enable research on seller-customer business relationships, key informants who adhered to specific criteria (e.g., that they were sales or marketing managers/directors or key account managers) were selected to participate in the study. A total of 841 potential key informants were identified and contacted telephonically to verify whether they qualified to participate in the survey and, if not, to identify an appropriate person who fit the criteria at the same firm. A total of 523 informants adhered to the stipulated criteria to participate in the study, with a total of 213 informants who completed the questionnaire satisfactorily. This resulted in their responses to be used for data analysis purposes, representing a valid response rate of 40.7%. Respondents were requested to name one key business customer with whom they engaged in the last year, and to be mindful of this respondent when answering the questionnaire. To secure privacy, respondents did not have to identify the customer. Furthermore, the respondents were asked to answer the questions to the best of their ability to ensure quality responses to each item in the questionnaire. Design/methodology/approach The questionnaire began with a competency check to ensure respondents were suitable to participate in the study. The respondents were asked, “Please consider how knowledgeable and experienced you are concerning your business and your business dealings with this customer.” They then had to answer the following two statements: a) “I have a lot of knowledge about this customer”; and b) “I have a lot of experiences with this customer,” which were measured using a five-point Likert-type scale, ranging between (1) strongly agree and (5) strongly disagree. Almost all respondents (99.5%) indicated that they had extensive knowledge about the customer, while 94.5% indicated that they had wide-ranging experiences with the customer. The application of a five-point Likert-type scale was secured to determine the degree to which respondents agreed or disagreed with the items included in the questionnaire relating to trust, commitment, satisfaction, coordination, continuity and cooperation in seller–customer relationships. The SPSS/Amos 24.0 software was used to conduct the multivariate analysis. Firstly, a confirmatory factor analysis was conducted, followed by structural equation modeling. Confirmatory factor analysis was applied to assess the measurement properties of each construct, while structural equation modeling was used to evaluate the proposed hypotheses in the precursor and outcome research model.
Findings
The tested research model adheres to the cutoff points for satisfactory convergent, discriminant, and nomological validity, as well as to the minimum requirements for construct reliability. Furthermore, it was determined that trust and commitment have a positive and significant influence on satisfaction in a seller-customer context, while satisfaction positively and significantly influences coordination, continuation, and cooperation in seller-customer relationships in a B2B setting.
Research implications
The tested model validates the hypothesized relationships between trust, commitment, satisfaction, coordination, continuity, and cooperation from a seller’s perspective in a B2B setting. Moreover, the model confirms the sequential logic of quality constructs in seller-customer business relationships. Furthermore, the findings reported on the seller-customer research model raise the question for further research on the seller’s perspective in relation to the sequential logic of quality constructs in business relationships. Extensive research has been undertaken based on the buyer’s perspective, while the seller’s perspective requires additional research. The findings indicate consistency between the measurement and structural properties based on sellers’ and buyers’ perspectives in business relationships. Evidently, further research is required to verify the validity and reliability beyond the studied Norwegian seller-customer business relationships.
A crucial research implication is that existing items to measure trust, commitment, satisfaction, cooperation, coordination, and continuity in buyer-supplier relationships (i.e., a buyer’s perspective) appear to be valid and reliable – after the minimal replacement of the word “supplier” with the word “customer” – to measure the same construct in seller-customer business relationships (i.e., a seller’s perspective). This offers further opportunities to test other constructs and related items used that are based on a buyer’s perspective to verify their validity and reliability in seller perspective contexts. Finally, the study provides opportunities to assess the mutuality of satisfaction, trust, commitment, cooperation, coordination, and continuity in buyer-supplier and seller-customer business relationships.
Managerial implications
The findings assist sellers in a B2B setting to better understand the quality factors that are vital for business-to-business customers when building long-term relationships with industrial sellers. In addition, these quality factors are perceived as important by sellers across industries in Norway. Therefore, the study established that it is important to make the seller aware of the positive consequences of trust (e.g., through information and education). Secondly, when the seller understands the positive consequences of trust, the seller can use them as an argument in discussions with a customer focusing on the benefits (e.g., cooperation, coordination, and continuity) of keeping a satisfied and committed business relationship, and so trust is maintained between the seller and the buyer. It was furthermore established that mutual trust creates a relationship rewarding both parties (i.e., a win-win situation). Conclusively, it is argued that trust is the basis of positive consequences (e.g., commitment and satisfaction) that stimulates the seller’s self-confidence, and most likely leads to improved sales performance through cooperation, commitment, and continuity of the business relationship.
Originality/value
The majority of studies measuring quality constructs in B2B relationships are positioned from the buyer’s perspective in a B2B setting. This study established a foundation to assess the relationship quality of a firm’s inbound and outbound business relationships from a seller’s perspective in a B2B context. Furthermore, the study provides an understanding of the seller’s perspective toward the quality constructs required for long-term relationship building. Since the majority of B2B studies are conducted from a buyer’s perspective, a seller’s perspective is required increasingly to better manage the long-term relationship building process in B2B markets.
This study investigates how brand experience, satisfaction, trust, and commitment influence brand loyalty. The results show that when these drivers separately affect brand loyalty, brand satisfaction and brand trust have a stronger effect on attitudinal loyalty than on behavioral loyalty, while brand experience and brand commitment have a stronger effect on behavioral loyalty than on attitudinal loyalty. When they are combined, however, their effects on brand loyalty are at least partially mediated. Moreover, brand satisfaction has the strongest effect on attitudinal loyalty, and brand commitment has the strongest effect on brand loyalty, whether they separately or jointly affect brand loyalty. Finally, research and managerial implications and limitations are also discussed.
Recent decades have witnessed a growing attention toward private-label brands (PLBs), which also have become of critical importance in emerging markets. Building on this, the main purpose of this empirical research is to investigate the differential influences of individual factors (i.e., socio-demographic aspects, individual differences, and perceptual variables), contextual factors (i.e., distinctive packaging, price promotion, and store image), and attitude toward PLB on PLB purchase intention in an emerging-market context. To serve this purpose, a scenario-based experimental design (N = 351) was used. The findings of the study reveal that prior experience with PLBs, the degree of reliance by consumer extrinsic cues, store image, and attitude toward PLB are precursors of PLB purchase intention, which was found to be inversely related to age, level of purchasing risk, distinctive packaging, and price promotion. This empirical inquiry is expected to provide useful insights into the PLB literature, as it unveils how PLB implications may vary in an emerging-market context.
Purpose
Under a dynamic business environment that is seen today, organizations need to adopt the right blend of strategies to attract, retain and maintain customers. Extant marketing literature has shed light on some key roles that after-sale service and the larger customer support system could play in attaining the same. Specifically, this paper aims to attempt to model the linkages between after-sales service, service quality, customer satisfaction, customer loyalty and word of mouth (WOM).
Design/methodology/approach
A structured questionnaire was used to collect data from 280 two-wheeler owners, who had a recent experience of after sales service at their respective authorized service centers, through purposive sampling method.
Findings
The findings reveal that both customer loyalty and repurchase intention significantly and positively mediate the relationship between customer satisfaction and word of mouth. This indicates that satisfied customers are more likely to be loyal to the service firms and would spontaneously engage themselves with positive word of mouth.
Originality/value
Despite the increasing importance of after-sales service, empirical researches on this subject have been quite limited. This study aims at filling the void in extant literature by examining the inter-relationships between after-sales service, service quality, customer satisfaction and WOM.
Role of mobile marketing on the customer in Kingdom of Saudi Arabia
Purpose of the research was to ascertain the determinant of marketing effectiveness of SMEs and Neighborhood stores’ mobile marketing communication on social media and to explore its contribution to customers' online and instore shopping experience. The study also portrayed customers’ perception towards the mobile marketing message and its credibility as well. During data analysis, it was established that SMEs and Neighborhood stores which were using social media for Mobile marketing communications regularly as a part of their promotion strategy. The study findings predicted the marketing effectiveness of mobile marketing communication by resorting to Multiple Regression analysis.
This research delves into Generation Z's perceptions in an Eastern European country in a time of acute crisis caused by the COVID19 pandemic by studying their opinions and policy orientations in a crisis context. The research is the first of its kind in this field, and it is meant to shed light upon motivations, causes, and correlations in a qualitative, philosophical manner, paving the way towards improved policy responses of the public administration in periods of crisis. It applies a set of dimensions of relationship marketing in public administration to shed light on motivations, causes, and correlations of phenomena characteristic of Generation Z.
Our study aimed to analyze consumer behavior and perception towards private labels (PLs) in Tenerife as an autonomous community during COVID-19, with special attention given to sustainability aspects. The research was conducted on a sample of 500 adults purchasing PLs using quota selection and the CAWI method. We formulated four research questions related to factors of PL choice, the relationship between frequency of PL purchases, consumers’ age and income, perceived changes in PLs, and evaluation of PL products including sustainability. The latter research question referred to such product characteristics as local and environmentally friendly production, organic production, and production according to traditional technologies using only natural ingredients. For a detailed analysis of consumer behavior, we used Pearson’s chi-square test, the rho-Spearman correlation coefficient, and cluster analysis. The most important factors for purchasing PL products were lower prices compared to leading brands, attachment to a given chain, and the feeling of safety and trust in PL products. The frequency of purchase of PL food products, except for alcohol, significantly negatively correlates with age, which means that the purchase of PLs from the analyzed product categories decreases with age. The increased availability and improved image and quality of PLs were identified as the most important changes in PLs. PL food products were rated by consumers as fresh, minimally processed and with quality certificates. Environmentally friendly production methods, nutritional value, and origin from an area close to home were also indicated.
The study investigates the role of customer delight and calculative commitment in mediating the satisfaction-loyalty link. It also investigates the role of perceived employee skills in strengthening the link between satisfaction, calculative commitment, and customer delight. Data were collected from retail banking customers who consider themselves overall satisfied with their bank. The study establishes the importance of generating customer delight and fostering affective commitment to strengthen the satisfaction-loyalty link and signposts the influence of the perceived skills (information sharing and expertise) of bank employees on the relationships between satisfaction, affective commitment, and customer delight in retail banking.
Artykuł ma na celu zaprezentowanie przeglądu literatury pod względem stosowanych przez sieci detaliczne działań z zakresu społecznej odpowiedzialności biznesu (CSR). Wzrost znaczenia CSR jest coraz bardziej widoczny w sektorze detalicznym. Z czterech głównych obszarów CSR, jakimi jest środowisko, rynek, miejsce pracy i społeczeństwo, wywieranie jak najmniejszego wpływu na środowisko naturalne jest kluczowym dla detalistów. Sieci detaliczne coraz większą uwagę poświęcają również postrzeganiu własnych marek jako odpowiedzialnych i zgodnych z zasadami zrównoważonego rozwoju.
Purpose
This paper aim to investigate how organic labeling impacts perceived value for money (PVFM) as well as attitudinal and behavioral brand loyalty for private label brands (PLBs). This impact is tested for different product categories and retailers.
Design/methodology/approach
Two online experiments are conducted with different product categories (i.e. eggs and chocolate) and different retailers (i.e. Auchan and Carrefour). For each experiment, a multivariate analysis of covariance with brand type (i.e. PLBs and organic PLBs) as the independent variables, the PVFM and brand loyalty as the dependent variables as well as consumers’ characteristics, involvement with organic products and attitudes toward the retailer as the covariates is run.
Findings
On aggregate, organic PLBs prompt a higher PVFM as well as a higher attitudinal and behavioral loyalty than the PLBs. These results are consistent across the above-mentioned product categories and retailers.
Research limitations/implications
This study advances knowledge on organic labeling for the PLBs.
Practical implications
Retailers gain insights on the perceptions and behaviors toward organic PLBs versus standard PLBs.
Originality/value
This study tests how an organic label impacts the PVFM and brand loyalty for the PLBs.
Purpose
This study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships apply to seller business relationships. The purpose of this study is to test whether satisfaction functions as a connector between positive antecedents (trust and commitment) and negative postcedents (opportunism and conflict) in a business-to-business (B2B) relationship, based on a seller perspective.
Design/methodology/approach
A descriptive research design was applied and data was collected from Norwegian companies from the database of LinkedIn’s Sales Navigator. Respondents (Sales or Marketing Managers/Directors or Key Account Managers) were asked to identify one main business customer with whom they had interacted in the past year. A total of 213 responses could be used for data analysis. In addition, the measurement and structural models were assessed.
Findings
Trust was established as a positive alter ego of opportunism and opportunism as a negative alter ego of trust. The commitment was also determined to be a positive alter ego of conflict, with conflict being a negative alter ego of commitment. Furthermore, it was proven that alter egos are not opposites, but facets of antecedents and postcedents in relation to a connector, satisfaction.
Research limitations/implications
The tested model endorses the hypothesised relationships between trust, commitment, satisfaction, opportunism and conflict in Norwegian B2B relationships. Satisfaction is linked to its two antecedents and its outcomes and the hypothesised relationship between opportunism and conflict is also endorsed from a seller’s perspective in B2B relationships.
Practical implications
The findings can assist the B2B industry to understand how trust and commitment foster satisfaction, how satisfaction influences opportunism and conflict, and how opportunism relates to conflict in a seller-business relationship.
Originality/value
No previous study has focussed on relationship marketing in B2B relationships from a seller’s perspective to establish whether satisfaction functions as a connector between trust and commitment and opportunism and conflict.
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.
The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.
Transparency has occupied a central place in the marketing management literature since the early 2000s, and its rise relates closely to the paradigm shift in corporate marketing, from consumer seduction to consumer engagement. In this paper we address the concept of transparency from the perspectives of law, communication science, and corporate marketing. Given that it is unclear how transparency can be achieved in practice, we conducted a qualitative empirical investigation among stakeholders of the transparency of legal information written by businesses for consumers, which has been an essential part of EU consumer legislation since the 1990s, with a view to further refining and concretizing this concept. We carried out 75 interviews with stakeholders in Germany, the largest national consumer market in the European Union. The results reveal the principles and benefits of transparent online consumer information according to these stakeholders and provide guidance for businesses and marketing professionals who wish to improve the clarity and accessibility of their online disclosures. The study concludes with an annotated, actionable definition of the transparency concept in corporate marketing.
Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users’ trust in their researchers, including individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. The theory is tested in a sample of 779 users. Results indicate that the interpersonal factors are the most predictive of trust. Among these factors, perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness are most strongly associated with trust. Among the remaining factors, the formalization of the user's organization, the culture of the researcher's department or organization, the research organization's or department's power, and the extent to which the research is customized also affect trust. These findings generally do not change across different types of dyadic relationships.
Brand loyalty is first distinguished from simple repeat purchasing behavior and then conceptually defined in terms of six necessary and collectively sufficient conditions. An experiment designed to test this conceptualization provided strong empirical support for the distinction as conceptualized.
The management of customer switching costs has been hampered by the lack of a comprehensive typology for conceptualizing, categorizing, and measuring consumers' perceptions of these costs. This research develops a switching cost typology that identifies three types of switching costs: (1) procedural switching costs, primarily involving the loss of time and effort; (2) financial switching costs, involving the loss of financially quantifiable resources; and (3) relational switching costs, involving psychological or emotional discomfort due to the loss of identity and the breaking of bonds. The research then examines the antecedents and consequences of switching costs. The results suggest that consumers' perceptions of product complexity and provider heterogeneity, their breadth of product use, and their alternative provider and switching experience drive the switching costs they perceive. Furthermore, all three switching cost types significantly influence consumers' intentions to stay with their current service provider, explaining more variance than does satisfaction.
Examining how buyers of one private label (PL) in a product category also cross-purchase the private labels of competing retailers in the same category is the focus of this study. Understanding consumer cross-purchasing of PLs is important to retailers, who use PLs as one tactic to differentiate from other retailers; and important to manufacturers, who compete against PLs. A higher level of PL cross-purchasing indicates heightened competitive intensity among the PLs of rival retailers. Results across 27 categories indicate that PLs compete against national brands (NBs) within-store, but also compete against the PLs of other retailers across stores. Heightened competition among the PLs of different retailers occurs in categories with higher purchase frequency; in which the average PL price is well below the average NB price; and in categories with higher levels of manufacturer brand price promotions.
Commitment is an essential part of successful long-term relationships. Whereas commitments by both parties in an exchange can provide the foundation for development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. The authors study the effect of the credibility and proportionality of commitment inputs in an exchange upon the development of relational social norms, opportunism, and long-term commitment intentions. They also investigate longitudinal effects of the credibility of long-term commitment intentions, relational social norms, and opportunism in one time period on commitment inputs and long-term commitment intentions in later periods. Data gathered from a behavioral simulation suggest that (1) the credibility of commitment inputs in exchange is positively related to the development of relational social norms, (2) and is positively related to long-term commitment intentions in the same time period, (3) relational social norms may be undermined by opportunistic conduct, and (4) the presence of relational social norms in one time period is positively related to commitment inputs and long-term commitment intentions in later periods.
The objective of this article is to determine whether national brand promotions and store brands attract the same value-conscious consumers, which would aggravate channel conflict between manufacturers and retailers. The authors identify psychographic and demographic traits that potentially drive usage of store brands and national brand promotions. They then develop a framework and structural equation model to study the association of these traits with store brand and national brand promotion usage. The authors find that though demographics do not influence these behaviors directly, they have significant associations with psychographic characteristics and therefore are useful for market targeting. Most important, usage of store brands and usage of promotions, particularly out-of-store promotions, are associated with different psychographics. Store brand use correlates mainly with traits related to economic benefits and costs, whereas the use of out-of-store promotions is associated mainly with traits related to hedonic benefits and costs. These differences result in four well-defined and identifiable consumer segments: deal-focused consumers, store brand-focused consumers, deal and store brand users (use-all), and nonusers of both store brands and deals (use-none). Therefore, manufacturers and retailers have the opportunity to either avoid each other or compete head to head, depending on which segment they target.
The study reported here raises some questions about the conventional wisdom that the Internet creates a "level playing field" for large and small retailers and for retailers with and without an established reputation. In our study, consumers recognized differences in size and reputation among Internet stores, and those differences influenced their assessments of store trustworthiness and their perception of risk, as well as their willingness to patronize the store. After describing our research methods and results, we draw some implications for Internet merchants.
Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
Purpose
The purpose of this paper is to demonstrate spill‐over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions.
Design/methodology/approach
A conceptual model is developed and tested using structural equation modeling. Specifically, recent procedures for assessing direct and mediated effects are adoped.
Findings
The findings demonstrate that customer trust in and satisfaction with a retailer mediate the effects of brand trust and satisfaction on customer repurchase intentions.
Research limitations/implications
This research provides a preliminary examination of the relationship between brands, retailers, and consumers. The results suggest that halo effects exist between customer perceptions of brands and retailers. Future research could attempt to discern how this transference from brand to retailer occurs and replicate these findings in other industries or product types.
Practical implications
The findings suggest that managers must realize that perceptions of brands are transferred to the retailers that carry these products. However, in order for customers to return, a retailer must satisfy them and earn their trust, since the effects of brands are indirect.
Originality/value
This paper extends findings of transference in retail service settings by demonstrating that customer evaluations of brands can spill over and influence customer perceptions of a retailer.
A laboratory experiment examines factors affecting evaluations of proposed extensions from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core brand and the number, success, and similarity of intervening brand extensions, by influencing perceptions of company credibility and product fit, are hypothesized to affect evaluations of proposed new extensions, as well as evaluations of the core brand itself. The findings indicate that evaluations of a proposed extension when there were intervening extensions differed from evaluations when there were no intervening extensions only when there was a significant disparity between the perceived quality of the intervening extension (as judged by its success or failure) and the perceived quality of the core brand. A successful intervening extension increased evaluations of a proposed extension only for an average quality core brand; an unsuccessful intervening extension decreased evaluations of a proposed extension only for a high quality core brand. Though a successful intervening extension also increased evaluations of an average quality core brand, an unsuccessful intervening extension did not decrease core brand evaluations regardless of the quality level of the core brand. The relative similarity of intervening extensions had little differential impact, but multiple intervening extensions had some different effects than a single intervening extension.
Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer-seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directions.
Many individual companies and some industries monitor customer satisfaction on a continual basis, but Sweden is the first country to do so on a national level. The annual Customer Satisfaction Barometer (CSB) measures customer satisfaction in more than 30 industries and for more than 100 corporations. The new index is intended to be complementary to productivity measures. Whereas productivity basically reflects quantity of output, CSB measures quality of output (as experienced by the buyer). The author reports the results of a large-scale Swedish effort to measure quality of the total consumption process as customer satisfaction. The significance of customer satisfaction and its place within the overall strategy of the firm are discussed. An implication from examining the relationship between market share and customer satisfaction by a location model is that satisfaction should be lower in industries where supply is homogeneous and demand heterogeneous. Satisfaction should be higher when the heterogeneity/homogeneity of demand is matched by the supply. Empirical support is found for that proposition in monopolies as well as in competitive market structures. Likewise, industries in general are found to have a high level of customer satisfaction if they are highly dependent on satisfaction for repeat business. The opposite is found for industries in which companies have more captive markets. For Sweden, the 1991 results show a slight increase in CSB, which should have a positive effect on the general economic climate.
Commitment is an essential part of successful long-term relationships. Whereas commitments by both parties in an exchange can provide the foundation for development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. The authors study the effect of the credibility and proportionality of commitment inputs in an exchange upon the development of relational social norms, opportunism, and long-term commitment intentions. They also investigate longitudinal effects of the credibility of long-term commitment intentions, relational social norms, and opportunism in one time period on commitment inputs and long-term commitment intentions in later periods. Data gathered from a behavioral simulation suggest that (1) the credibility of commitment inputs in exchange is positively related to the development of relational social norms, (2) and is positively related to long-term commitment intentions in the same time period, (3) relational social norms may be undermined by opportunistic conduct, and (4) the presence of relational social norms in one time period is positively related to commitment inputs and long-term commitment intentions in later periods.
Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
The authors expand and integrate prior price-perceived value models within the context of price comparison advertising. More specifically, the conceptual model explicates the effects of advertised selling and reference prices on buyers’ internal reference prices, perceptions of quality, acquisition value, transaction value, and purchase and search intentions. Two experimental studies test the conceptual model. The results across these two studies, both individually and combined, support the hypothesis that buyers’ internal reference prices are influenced by both advertised selling and reference prices as well as the buyers’ perception of the product's quality. The authors also find that the effect of advertised selling price on buyers’ acquisition value was mediated by their perceptions of transaction value. In addition, the effects of perceived transaction value on buyers’ behavioral intentions were mediated by their acquisition value perceptions. The authors suggest directions for further research and implications for managers.
An important evolution in the retailing industry is the growing success of store brands. Still, their level of penetration varies widely across countries and industries. We provide an operational measure to quantify the power of store brands along two dimensions: the intrinsic loyalty of their customer base, and their conquesting power to attract potential switchers. Based on their position along these two dimensions, we classify store and national brands as ‘Giants’, ‘Misers’, ‘Fighters’ or ‘Artisans’. We use the proposed operationalization to evaluate the absolute and relative strength of Albert Heijn, the leading Dutch store brand, in 19 product categories.
When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
A model of distributor firm and manufacturer firm working partnerships is presented and is assessed empirically on a sample of distributor firms and a sample of manufacturer firms. A multiple-informant research method is employed. Support is found for a number of the hypothesized construct relations and, in both manufacturer firm and distributor firm models, for the respecification of cooperation as an antecedent rather than a consequence of trust. Some implications for marketing practice are discussed briefly.
In this article, the authors explore the effects of different dimensions of brand loyalty towards the original brand on the evaluation of brand extensions Recent research on consumer reactions to brand extension has not investigated this relationship. We find that a high affective relationship towards the parent brand may reduce the evaluation of brand extensions. Second, loyal behavioral intention towards the parent brand is important for reaching a positive evaluation of extensions. Finally, self-image relationship towards the parent brand is found to increase the evaluation of brand extensions.
A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers' confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers' confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers' confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.
Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a customer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual dependence and the extent to which they trust one another. Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship. The framework presented here is tested with 124 retail buyers and 52 vendors supplying to those retailers. The results indicate that trust and dependence play key roles in determining the long-term orientation of both retail buyers and their vendors. The results also indicate that both similarities and differences exist across retailers and vendors with respect to the effects of several variables on long-term orientation, dependence, and trust.
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discussing the implications of these findings for managerial decision making and the process by which consumers evaluate brand extensions.
It was once said that there is nothing so useful as a theory that works. Understanding the role of risk in consumer behavior may provide the basis for combining consumer behavior theory with marketing management action.
A laboratory experiment examines factors affecting evaluations of proposed extensions from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core brand and the number, success, and similarity of intervening brand extensions, by influencing perceptions of company credibility and product fit, are hypothesized to affect evaluations of proposed new extensions, as well as evaluations of the core brand itself. The findings indicate that evaluations of a proposed extension when there were intervening extensions differed from evaluations when there were no intervening extensions only when there was a significant disparity between the perceived quality of the intervening extension (as judged by its success or failure) and the perceived quality of the core brand. A successful intervening extension increased evaluations of a proposed extension only for an average quality core brand; An unsuccessful intervening extension decreased evaluations of a proposed extension only for a high quality core brand. Though a successful intervening extension also increased evaluations of an average quality core brand, an unsuccessful intervening extension did not decrease core brand evaluations regardless of the quality level of the core brand. The relative similarity of intervening extensions had little differential impact, but multiple intervening extensions hod some different effects than a single intervening extension.
Purpose
This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty.
Design/methodology/approach
The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses.
Findings
First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand.
Research limitations/implications
The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research.
Practical implications
To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories.
Originality/value
The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer‐brand relationship understanding.
Private label brand research is characterized by both increasing quantity and quality. While recent work provides a very useful high-level overview (e.g., Kumar and Steenkamp 2007) and several sophisticated studies persuasively address specific aspects, managers and academics will benefit from "good" (Barwise 1995) empirical generalizations that guide practice as well as stimulate consolidation of otherwise segregated hypotheses and empirical observations into mid-range theories (Merton 1968). This paper reports the aggregation and assessment of 142 sources and the development of empirical generalizations for this important domain.
Numerous shopper typologies are available in management literature but none classifies consumers based on shopping adaptations in an economic crisis. The current study addresses this research gap by segmenting shoppers based upon changes in key shopping-related attitudes and behaviors. Triadic interviews and managerial focus groups prioritized issues and helped develop measures. 1211 consumers completed an online survey, measuring shopping changes pertaining to nine key retail-related attitudes and behaviors. The analysis shows a more knowledgeable shopper, more concerned with value than before. This concern reflects in general increases in purchase planning, price consciousness, more containment of impulsive behaviors, less purchasing of ethical alternatives, and increased patronage of cheaper brands in groceries and clothing. Exploratory and confirmatory factor analysis; followed by cluster analysis, help develop a typology of adaptive shopping behaviors, revealing distinct differences in adaptive behavior patterns. Implications for retail marketing strategy and suggestions for future research directions conclude the article.
The field of retailing has experienced significant changes in recent years. In this article, we review articles published in Journal of Retailing over the 2002–2007 time span, classified into ten broad topic categories: price, promotion, brand/product, service, loyalty, consumer behavior, channel, organizational, Internet, and other. Some areas have received a reasonable amount of attention; others would be worthy of additional work. We summarize a key insight from each article in the Appendix. Finally, we highlight some key insights for each area and some avenues for further research, in the hope that this review spurs additional research into these and other areas of importance to both academicians and retail practitioners.
When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to "Delivering Quality Service." Building on eight years of research, the authors develop a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing. They argue that superior service cannot be manufactured in a factory, packaged, and delivered intact to customers. Though an innovative service concept may give a company an initial edge, superior quality is vital to sustaining success. Berry and Parasuraman show that inspired leadership, a customer-minded corporate culture, an excellent service-system design, and effective use of technology and information are crucial to superior service quality and services marketing. When a company's service is excellent, customers are more likely to perceive value in transactions, spread favorable word-of-mouth impressions, and respond positively to employee-cross-selling efforts. The authors point out that a service company that does relatively little pre-sales marketing but is truly dedicated to delivering excellent quality service will have greater marketing effectiveness, higher customer retention, and more sales to existing customers than a company that emphasizes pre-sale marketing but falls short during actual service delivery. The focus of any company, they insist, must be customer satisfaction through integration of service quality throughout the entire system. Filled with examples, stories, and insights from senior executives, Berry and Parasuraman's new framework for effective marketing servicescontains the key to high-performance services marketing.
Profiles heavy buyers of store brand products and compares them
with light buyers in terms of demographics, socio-economic, and
attitudinal variables. The results suggest that younger, unmarried, and
smaller sized households tend to avoid store brands. As compared with
heavy buyers, light buyers of store brands are less familiar with them
and perceive them to be of lower quality, less value for money and as
riskier choices.
A model of distributor firm and manufacturer firm working partnerships is presented and is assessed empirically on a sample of distributor firms and a sample of manufacturer firms. A multiple-informant research method is employed. Support is found for a number of the hypothesized construct relations and, in both manufacturer firm and distributor firm models, for the respecification of cooperation as an antecedent rather than a consequence of trust. Some implications for marketing practice are discussed briefly.
Purpose
Little research on brand extension observes the role of technological levels between parent brand and brand extension on consumers' attitudes toward brand extension. The present study aims to explore how consumers evaluate technology‐based brand extension and how technologic direction interacts with brand loyalty and fit in affecting brand extension evaluation.
Design/methodology/approach
A field experiment ( n =200) was conducted. Participants were assigned to two equal‐number groups that differed in the technological direction of brand extension (i.e. upward extension versus downward extension).
Findings
This field study finds that downward brand extension is generally evaluated more favourably due to its positive effect on perceived fit; technological direction moderates the effect of fit on brand extension – fit has stronger positive effect on downward brand extension than on upward brand extension; fit moderates the effect of brand loyalty on brand extension – when fit is high, brand loyalty's effect is positive, whereas when fit is low, brand loyalty can have negative effect on brand extension; and the moderating effect of fit on brand loyalty is further moderated by technological direction of brand extension – for upward brand extension, the moderating effect of fit on brand loyalty is as general, but for downward brand extension, fit enhances the effect of brand loyalty.
Research limitations/implications
The results lend significant new insights to brand extension research by showing that the effect of brand loyalty on brand extension is moderated not only by fit but also by technological direction, and that the moderating effect of fit on brand loyalty's effect on brand extension is further dependent on the technological direction.
Practical implications
For the management of upward brand extension – where a lower‐tech brand extends to a high‐tech product, more care and caution should be taken, since brand loyalty could have a negative effect if the upward brand extension is not perceived to fit the parent brand image. Thus, it becomes extremely important to manage the fit between the lower‐tech parent brand and the higher‐tech extended product.
Originality/value
This is one of few studies examining the effect of technology on brand extension. The major original finding of this study is that the effect of brand loyalty on brand extension is moderated by fit, whose moderating fit is further moderated by technologic direction of brand extension.
Many customer satisfaction studies have concluded that there is a significant relationship between customer satisfaction and loyalty, but this finding has been questioned in that most of the studies focus on measuring the cognitive component of customer satisfaction. This study includes the cognitive component, but focuses on the affective component. It explores the role of emotions in satisfaction, and then compares the predictive ability of the cognitive and affective elements. Key findings are that both positive and negative emotions, and the cognitive component of satisfaction correlate with loyalty. Regression analysis indicates that the affective component serves as a better predictor of customer loyalty than the cognitive component. Further, the best predictor of both overall loyalty and the most reliable dimension of loyalty, positive word of mouth, is positive emotions. Thhe theoretical and practical implications of these findings are discussed.
Identifies some managerially relevant factors that influence the size of the price premium that consumers will pay for national brands over store brands in grocery products. We define price premium as the maximum price consumers will pay for a national brand over a store brand, expressed as the proportionate price differential between a national brand and a store brand. Overall, perceived quality differential accounts for about 12 percent of the variation in price premiums across consumers and product categories and is the most important variable influencing price premiums.
Customer commitment is now regarded as a key variable in marketing relationships. The article investigates the roles played by different forms of commitment in the relationship between customers and their service provider. It was found that when customer commitment is based on shared values and identification, it has a uniformly positive impact on customer loyalty. When customer commitment is based on switching costs and dependence, it has mixed effects on customer loyalty. In addition, it was found that there were significant interactions between these two forms of commitment on customer loyalty. If we are to understand the role of customer commitment, we must have a solid understanding of the nature of commitment present in the relationship. These findings have important implications for the development and management of service relationships because it is not necessarily the case that more customer commitment is better for either the service provider or the customer.
Purpose
The purpose of this study is to establish a theoretical basis for evaluating a strategic increase in customers' perceptions of service/product quality – specifically in terms of an increase in relationship quality and customer loyalty in a B2B environment – and to test this theoretical basis empirically.
Design/methodology/approach
Drawing on the relationship‐marketing literature, the authors empirically test a model of business loyalty in a sample of 234 advertising agencies' clients.
Findings
Using the Grönroos conceptualisation, a clear pattern of service‐quality dimensions is established and several important findings are reported – including empirical verification of the mediating role of overall relationship satisfaction in the formation of loyalty attributes. The effects of trust and commitment are also verified.
Research limitations/implications
Studies that model attitudinal as well as behavioural relationship outcomes have strong precedence in the relationship marketing area. Although in this study the “intentions” approach is followed rather than a behavioural one, the measurement of the real behaviour of industrial clients proves to be very difficult from a practical point‐of‐view.
Practical implications
In this service continuum, managers need to clearly define relationship development strategies, service provision policies and develop homogeneous service provision. Towards this direction, it is essential that firms communicate the service and product quality standards to partners so that differences in service provision can be avoided.
Originality/value
The study integrates the concepts of service/product quality, relationship satisfaction, trust, and commitment in a business‐loyalty model, demonstrating the benefits of investing in relationships based on trust and commitment.
Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position themselves in the marketplace. The process of relationship formation, maintenance and dissolution is used as a framework for examining key elements of successful relationships. Three important elements of relationships are discussed and recommendations are made to marketers in handling these aspects of a relationship. Additionally, scales to measure consumer trust and commitment are provided.
Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most typically satisfied, satisfaction does not universally translate into loyalty. To explain the satisfaction-loyalty conundrum, the author investigates what aspect of the consumer satisfaction response has implications for loyalty and what portion of the loyalty response is due to this satisfaction component. The analysis concludes that satisfaction is a necessary step in loyalty formation but becomes less significant as loyalty begins to set through other mechanisms. These mechanisms, omitted from consideration in current models, include the roles of personal determinism ("fortitude") and social bonding at the institutional and personal level. When these additional factors are brought into account, ultimate loyalty emerges as a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. As each fails to be attained or is unattainable by individual firms that serve consumer markets, the potential for loyalty erodes. A disquieting conclusion from this analysis is that loyalty cannot be achieved or pursued as a reasonable goal by many providers because of the nature of the product category or consumer disinterest. For some firms, satisfaction is the only feasible float for which they should strive; thus, satisfaction remains a worthy pursuit among the consumer marketing community. The disparity between the pursuit of satisfaction versus loyalty, as well as the fundamental content of the loyalty response, poses several investigative directions for the next wave of postconsumption research.
Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link between customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss how expectations, quality, and price should affect customer satisfaction and why customer satisfaction, in turn, should affect profitability; this results in a set of hypotheses that are tested using a national customer satisfaction index and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of quality on customer satisfaction, and, in tum, profitability. The authors demonstrate the economic benefits of increasing customer satisfaction using both an empirical forecast and a new analytical model. In addition, they discuss why increasing market share actually might lead to lower customer satisfaction and provide preliminary empirical support for this hypothesis. Finally, two new findings emerge: First, the market's expectations of the quality of a firm's output positively affects customers' overall satisfaction with the firm; and second, these expectations are largely rational, albeit with a small adaptive component.