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Role of relationship marketing in competitive marketing strategy
... Good communication between companies and stakeholders, of course, will be able to create good communication in all areas, including in marketing or business relationships. According to Egan (2001) in Kanagal (2009), relationship marketing can be defined as a very strategic relationship between workers and customers, whose products are built because of the togetherness of ideals in the business world. In the context of industrial marketing, usually this relationship marketing activity oriented to the strength of products in the market and the sustainability of corporate relationships with individual parties (Jackson, 1985 in Kanagal, 2009). ...
... According to Egan (2001) in Kanagal (2009), relationship marketing can be defined as a very strategic relationship between workers and customers, whose products are built because of the togetherness of ideals in the business world. In the context of industrial marketing, usually this relationship marketing activity oriented to the strength of products in the market and the sustainability of corporate relationships with individual parties (Jackson, 1985 in Kanagal, 2009). ...
... The term relationship marketing itself is usually used to assess how many product buyers are getting information to the company's marketing programs until finally decide to buy the product (Weitz and Brandford, 1990 in Kanagal, 2009). In building long-term relationships, it is mentioned that Anderson and Weitz have combined the structure of the distribution system for control and coordination functions, as well as giving priority to the procurement system. ...
The formation of a State-Owned Mining Enterprise or BUMN
Tambang (holding) company that occurred in late November 2017
caused many consequences to the changes that occurred in it. One
of them is in the field of corporate marketing communications.
Due to the ignorance of the vision and mission of this new oldflavored
company in its early stage, much of information come,
either true or false. This does not include the disagreement over the
holding's plan. These problems give a big impact on the
establishment of relationship marketing between the company and
its stakeholders, which is caused by the lack of optimum
application on the concept of the external and internal
communication activities. Through a qualitative research in
descriptive approach by using interviews and literature reviews,
this study aims to determine the process on the development of
interpersonal and impersonal communication in the process of
holding BUMN forming, which aims to form a good relationship
with stakeholders. As case studies, this research provided the
development of internal and external communication activities
from PT Indonesia Asahan Inalum (Inalum), as a state-owned
mining enterprise and PT Pupuk Indonesia, as a state-owned
fertilizers enterprise or state holding organization. The result of
the study determined that opinion leader is the key that gives a big
influence on the society and workforce. Communication is the
important thing in forming the relationship marketing with stakeholders.
... Customer orientation is said to be the strength of business performance, but various research results have different effects. Kanagal (2002) asserts marketing strategies in competitive advantage in RM as critical functions in improving business performance. RM is defined as the identification, formation, maintenance, improvement of modifications, and termination of relationships with customers to create value for customers and profit for the organisation with a series of exchange relationships. ...
... This study's results are in line with research by Zhu and Nakata (2007), which explains the importance of companies to orient their customers. Kanagal (2002) also explains the need for marketing strategies in competitive advantage (CMS) in improving business performance. This study supports the previous research by Luo (2002) that explain cooperation, a form of partnership activities, provides a positive role in improving sales performance. ...
... Customized services are defined as any creation or adjustment of service to fit the individual requirement (Ball, Coelha, Vilares, 2006). Ongoing dialogue is defined as the continuous exchanges between the organization and its customers (Kanagal, 2012). Employee empowerment is defined as transferring power from the employer to an employee (Randolph & Kemery, 2010). ...
This study determined the mediating effect of service quality on the relationship between customer relationship management and hotel performance in Davao region. The descriptive correlational research design was utilized in this study with a sample of 150 hotel employees who are selected using random sampling technique. Sets of validated adapted survey questionnaires were used in obtaining data from the respondents which was distributed and collected in both online and face to face method. The data were analyzed using the Mean, Pearson-r, multiple regression analysis and med graph using Sobel z-test. The results revealed that the levels of customer relationship management, hotel performance, service quality are evident most of the time. Moreover, significant relationship existed between these variables. Lastly, a significant partial mediation of service quality on the relationship between customer relationship management and hotel performance in Davao region was proven in the study.
... Internationalization is typically seen as a gradual venturing into foreign markets to add value to business by accessing new resources, collaborating with other companies and stakeholders, and exploiting other opportunities (Lin 2012;Andrei et al. 2021;Khojastehpour and Johns 2014;Koveshnikov et al. 2022;Vătămănescu and Mitan 2023). Engaging in prolific business relationships can give the organization a significant and sustainable advantage in the market in various forms: price negotiation, quality assurance, continuity of flows, risk limitation, reduction of opportunism, knowledge sharing, assimilation of common experiences, more effective coordination, and control (Horobeţ et al. 2023;Kanagal 2009;Liu, Yang, and Sun 2021;Mainardes et al. 2021;Olazo 2022;Shaladi 2012;Silva, Duarte, and Almeida 2020;Zhang and Watson 2020). ...
Purpose
The study seeks to address the influence of different facets of business-to-business (B2B) relationship marketing on internationalization effectiveness, by taking into account the turbulent environment generated by the COVID-19 pandemic. The focus falls on the factors that generate, frame, catalyze, sustain and strengthen international business relationships between managers from organizations with converging interests.
Methodology
B2B relationship marketing in the international arena is analyzed by means of various angles such as business convergence, business context, interpersonal compatibility, business credibility and network interconnections as availed by the “new normal” triggered by the COVID-19 pandemic. A questionnaire-based survey with 158 business owners and managers from European industrial companies was carried out during November 2023 to investigate the configuration and dynamics of B2B relationship marketing in the unprecedented and systemic COVID-19 crisis. Data was analyzed via structural equation modeling using SmartPLS 4.
Findings
The findings showed that while business convergence remains a strong influencer of all the other relational dimensions, the restrictions and limitations engendered by the pandemic have also altered international B2B relationship marketing to such an extent that the only significant factor for internationalization effectiveness relies on business networking.
Research and practical implications
The study has both theoretical and practical implications, bringing forward a topical perspective on international B2B relationships during COVID-19 disruptions and their impact on the effectiveness of international operations.
Originality
The study advances a phenomenological view of the unprecedented changes and their influences on the overseas operations of SMEs in a particular field. It complements and adds to the literature by stressing a more articulated relationship-centric architecture, which probed relevance during the pandemic.
... To achieve market access and global performance, companies can apply the marketing strategy as one of the functional strategies available . Kanagal (2002) tested marketing strategies for improving competitive advantage and business performance. Constantinescu (2012) revealed that companies could consolidate or build a strong image in the market through corporate networks in the global market. ...
PurposeThis article investigated market knowledge capability’ role in enhancing performance and the impact of networking competence on SMEs’ performance.Method: The samples studied were 162 export-oriented furniture SMEs from Sukoharjo. The purposive sampling technique collected the data. Only 142 samples were declared complete and feasible to continue hypothesis testing. Structural Equation Modeling (SEM) was implemented to check the hypothesis model.Result: This study found that the market knowledge capability constructs positively and significantly affected SMEs’ performance. Market knowledge positively influenced networking competence, while networking competence positively and significantly affected SMEs’ performance.
... Therefore, the number of studies on consumer experiences with the product and the brand, relationship quality, and brand rumors are increasing steadily. (Haarhoff, 2018;Nasidi, 2016;Kanagal, 2009;Fournier and Alvarez, 2013;Kucuk;Dubois et al., 2011). ...
... Relationship marketing helps unsatisfied customers know what the organisation is doing to resolve the causes of their dissatisfaction (Etuk, 2018). Relationship marketing is seen as the identification, establishment, maintenance, enhancement, modification, and termination of relationships with customers to create value for customers and profit for organisations through a series of relational exchanges that have both a history and a future (Kanagal, 2009). ...
This study was focused on micromarketing and customer satisfaction among transportation networking companies in Uyo, Akwa Ibom State. The researcher investigated the relationship between demographic profiling, price sensitivity, mobile application use, geo-targeting, and customer satisfaction. The survey research design was adopted for the study. Data were collected with the use of a questionnaire. The hypotheses were tested using Simple Linear Regression Analysis. Findings from the study revealed that there is a significant positive relationship between micromarketing and customer satisfaction. It also revealed that the underpinnings of micromarketing have a significant positive relationship with customer satisfaction. In line with the findings, the researcher concluded that demographic profiling, price sensitivity, mobile application use, and geo-targeting are key underpinnings of micromarketing that influence the satisfaction of customers. The researcher recommended that transportation networking companies endeavour to demographically segment their target markets and satisfy them with services appropriately.
... The Social Exchange Theory (SET) is depending on the context that relational exchanges are examined based on the transaction cost analysis (Kanagal, 2009). The basic operating premise described in the SET is that if one person is doing a favor for another person a reciprocal favor with an equal value would be received in return (Redmond, 2015). ...
Purpose: Marketers need to be agile and differentiate the offer from the competition in order to attract customers in the dynamic marketplace. Due to the intense competition, businesses should concentrate on acquiring and keeping customers by using creative marketing strategies like Experiential Marketing (EM). This is the same for the retailing sector, where it is critical for retailers to be more creative by redefining themselves as experienced producers rather than service providers. In a country with a diverse culture like Sri Lanka, the current study fills an empirical gap that exists in the literature. Design/methodology/approach: With special reference to the modern trade supermarkets in the Western Province in Sri Lanka, this study aims to evaluate the impact of EM on Customer Loyalty (CL) through the mediating impact of Customer Satisfaction (CS). The study follows a deductive approach and a sample of 375 respondents was selected from the population to participate in the survey based on the convenience sampling technique. Through the use of a self-administered questionnaire, data were gathered and a regression model and Sobel test were carried out in SPSS to test the hypotheses. Findings: Finally, the results demonstrated that there is a significant direct impact from EM to CL. Further, it indicates the indirect impact created through the mediation effect of CS is higher than the direct impact which indicates CS mediates the relationship between EM and CL. Originality: This study fills the empirical gap that exists in the literature. Implications: The findings of the study can be utilized to create plans for raising customers’ CL level in the modern trade retail sector through assessed CS, which will ultimately increase the competitiveness of modern trade retail businesses. Key words: Customer Loyalty, Customer Satisfaction, Experiential Marketing, Modern Trade Super Markets
... Aktivitas pemasaran memiliki pengaruh terhadap nilai unit usaha serta menggunakan informasi mengenai aktivitas pemasaran yang dilakukan dapat digunakan untuk memprediksi nilai unit usaha (Kombih & Suhardianto, 2017). Tujuan paling utama dari dilakukannya aktivitas pemasaran ialah guna meningkatkan suatu kinerja secara jangka yang relatif panjang serta menciptakan keunggulan dalam bersaing secara berkelanjutan (Kanagal, 2009). Kegiatan pada pemasaran dimulai dari bagaimana menentukan produk maupun jasa yang akan diberikan, menentukan pelanggan yang akan menjadi suatu target dan bagaimana agar calon konsumen tertarik pada produk atau jasa yang ditawarkan seperti berupa iklan, promosi penjualan, penjualan langsung atau hubungan masyarakat (Kombih & Suhardianto, 2017). ...
UMKM merupakan usaha sebagai penopang perekonomian di Indonesia serta berperan besar dalam pertumbuhan dan perkembangan bagi perokonomian. Pemberdayaan UMKM sangat penting dilakukan untuk memperkuat sturktur perekonomian negara. Salah satu langkah yang dapat diimplementasikan adalah melakukan Gerakan UMKM Naik Kelas, yaitu suatu kemampuan untuk meningkatkan usaha dalam pengembangan pemasaran pada UMKM. Penelitian bertujuan untuk menganalisis strategi pemasaran sehingga mengetahui kriteria strategi pemasaran yang menjadi prioritas dan berpengaruh penting agar UMKM dapat naik kelas dengan menggunakan metode Analytical Hierarchy Process (AHP) serta pendekatan prinsip pareto. Hasil pada penelitian menggunakan AHP responden yang memiliki nilai CR >0,1 berdasarkan responden terpilih menunjukkan bahwa terdapat empat kiteria penting dalam pemasaran, yaitu kolaborasi dengan perusahaan besar dengan nilai eugen vector 0.090, memperhatikan orientasi pasar dan membuat strategi pasar yang menggabungkan antara periklanan dan promosi global nilai eugen vector 0.086, mengembangkan atau berinovasi produk baru nilai eugen vector 0.075, serta customer relationship management nilai eugen vector 0.067.
... The researcher has found that there is significance relationship between pressure to increase revenue and relationship marketing is accepted. As the primal aspect of profitability is to provide customer value hence pressure to increase revenue is associated with relationship marketing (Kanagal, 2009). Likewise, the hypothesis stating significance relationship between corporate image and relationship marketing is also accepted. ...
Introduction: Relationship Marketing helps to create the long term relationship between customer and banking institution providing the satisfying experience in banking services. It also helps to drive the banking excellence to the next level. It also helps to relive the banking stigma of beating fellow competitors in similar field. Relationship marketing can provide the positive vibe in the mean time of crisis as contemporary world is in seek of forwarding the feet into peculiar pat of economic growth. Bank in mean time has to create positive financial vibe in society which can be done through fulfillment of corporate social responsibility. Purpose: The main purpose of this research paper is to find out how relationship marketing ensures returns on equity. Design: The researcher wants to prove the points through numeric justification. Researcher has designed self-structured questionnaire for collecting primary data. For making research more centric towards research question researcher has presented his ideas through data. Therefore, researcher has adopted quantitative research design for this research. Findings: Bank conducts its financial activities in society thus bonding between society and bank is inevitable. In this regard, Relationship Marketing provides the path for ensuring equity value. In the research, researcher tested the relationship among several hypotheses through statistical analysis facts. The research reveals significant relationship marketing as major aspect of ensuring returns on equity. Originality/Value: Self designed questionnaire and field survey has make research more native. Besides that, there are limited works carried on in the field of relationship marketing making research precisely unique. To provide more accuracy and ease for understanding, researcher has presented the research works through various well defined statistical chat adding value to research work. Implication: Researcher is convinced that this research work will provide new arena of study for upcoming researcher. Likewise, statistical justifications in research can help policy maker to rigorously understand relationship marketing and create new strategies for equity magnification. Likewise, research is helpful for academician to understand current trend of marketing prevailing around the world.
... El marketing relacional se caracteriza por establecer relaciones a largo plazo con el cliente, tener un enfoque de interacción cliente-empresa y la participación del cliente en los resultados del servicio (13). Por lo tanto, las estrategias del marketing relacional pueden tener un gran impacto en los usuarios y en su percepción ante los servicios recibidos, ayudando a las empresas a mantener a sus clientes satisfechos y crear vínculos de lealtad (11,14). ...
Objetivo:
Analizar la asociación entre el marketing relacional y la satisfacción de los usuarios externos de tres centros odontológicos especializados en odontopediatría en Lima durante el último semestre del 2019.
Material y métodos:
El tamaño de la muestra se conformó por 150 usuarios externos de tres centros odontopediátricos, a quienes se les aplicaron dos cuestionarios, uno sobre satisfacción del usuario externo y otro sobre marketing relacional, ambos fueron adaptados y validados para su uso mediante el juicio de diez expertos con V de Aiken y la confiabilidad en un estudio piloto con Alfa de Cronbach. Los instrumentos estaban compuestos por veinte preguntas cada uno con valoraciones tipo escala de Likert.
Resultados:
El 76% de la muestra estuvo conformada por mujeres y el 24% por varones; los promedios de edades fueron 39,67 ± 6,93 y 42,08 ± 6,89 años; respectivamente. Los tres centros odontológicos presentaron un nivel de marketing relacional bueno y satisfechos de manera global. Hay relación entre las dimensiones del marketing relacional y el nivel de satisfacción de los usuarios externos en los tres centros odontológicos (Prueba de Chi-Cuadrado; p<0.05).
Conclusión:
Existe una asociación entre el marketing relacional y la satisfacción de los usuarios externos en los tres centros de Odontología Pediátrica y entre la dimensión confianza, compromiso, fidelización y comunicación del marketing relacional y la satisfacción de los usuarios externos de las tres clínicas.
... Lower income groups had greater awareness of price and advertisements than higher income groups (Rosa-Daz, 2004). Kanagal (2009) showed that perceived quality which positively impacted customer retention had a positive relationship with brand price and promotional expenditures. Richardson, Dick and Jain (1994) found that cues like higher price points and greater level of advertisements positively influenced perceived quality of the brand. ...
Consumer Based Brand Equity (CBBE) is one of the most important constructs that has been explored by marketers for a long time. Though CBBE has been researched for a long period of time, it does not lose its relevance even in this IT enabled information age. Even in the context of new age industry like E-tailing, this construct has been widely researched in multiple angles. As a brand, it is imperative for every E-tailer to build its CBBE. If a customer starts thinking about an E-tailer, as a brand, in a positive way and shows a willingness to buy from it repeatedly one can assume that the E-tailer has been succeeded in building a positive CBBE in the psyche of that customer. Hence, CBBE is an asset to an E-tailer. It ensures success. According to Aaker (1991), CBBE has certain sources like brand awareness, brand association, brand image, perceived quality, and loyalty. In the context of E-tailing, certain marketing efforts assume significance in building CBBE like functionality, fulfillment, Customer Service & Support Perceived Advertisement Spending and Price Deals. Here, the researcher tries to find out possible perceptual difference among the respondents, in the light of their gender and monthly household income, towards these sources, marketing efforts and CBBE itself. This research will help E-tailers to understand how gender and income of respondents influence various aspects of CBBE.
... Social Exchange Theory "In 1961, George Homans first proposed social exchange theory, where emphasis were laid on goods and services between two parties who are rational entities acting in their own self-interest to perform social action based on rewards and costs. Such exchanges are social exchanges, which always involve an element of power, allowing one party to do activities the way it wants to do (Kanagal, 2004 1994). Therefore, social exchange theory is a very important factor for influencing the research of customer satisfaction and a key factor in measuring relationship marketing performance." ...
This study investigates the effect of relationship marketing on consumers' satisfaction in GT Bank Plc. Four objectives were identified and translated into four research questions which were aptly answered by subjecting them to a test of hypotheses. A descriptive research design was adopted whilst a cross-sectional survey method was employed for data collection from a sample size of 397 GT bank customers' resident in Ado-Odo Ota Local Government Area (LGA), of Ogun State. Three hundred and fifty-four (354) valid instruments were returned for SPSS statistical analyses. Multiple regression among all other statistical tools was crafted to generate data for interpretation and findings. However, the result of the findings revealed that there is significant relationship between all the independent sub-variables such as trust, commitment, communication and gratitude on customers' satisfaction. Thus, it was recommended that, continuous follow-up and monitoring the quality of the customer relationships and its development should be taken into account.
... 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.
... An association's goal is to accomplish predominant monetary execution like high benefits (Jacobson, 1992). Therefore, an association that has a decent picture will prompt great new-item execution (Roberts & Dowling, 2002) and a decent connection with the partners will thusly fulfill existing clients (Kanagal, 2009). ...
Creating new financial product and its development phases contain on the problematic but a witty process. This research article's Objective is to check out the development of novel product and also checking its impacts on the organization's performance. It has a budding pouring element on the performance of any organization, when it developed. Methodology: Primary and secondary both data, along with t-test applied in this research article. Sample: 250 regular clients of the commercial banks. Research journals, bank's prospects reports were very helping as secondary data in this regard. Partial least squares (PLS) also applied for hypothesis testimonial. Values of the Cronbach's coefficient alpha more than 0.70. New innovation product development, Relational Performance, Customer's Satisfaction uses as (DV) collectively, and 1-firm image, on second brand strength, on third market sensing capability, on fourth product innovativeness, on fifth new product quality used as (IVs). Results: shows that with the development of 'new innovative products' firm also accelerates its business volume. Firms get the new clients and improve existing relationship. Brand of firm got the new identity and even reach to unknown persons. Market share level upsurge. Innovativeness of product creates flourishing image and market share. Findings: of this research article was the multiple four factors: Brand strength, new product quality firm image, Product innovativeness. In findings 'r' (correlation) and 'r 2 ' (regression) shows the strong and positive relationship flanked-by DVs and IVs. There were some restrictions in this research article that will be resolved voguish the impending research & exploration direction.
... Hotel marketing is a science that aims to make guests feel happy since they arrive at the hotel and carry out activities so that they can finally make a profit (Horng et al., 2017;Kanagal, 2009;Xi Y. Leung & Bai, 2013). Hotel marketing has many purposes and objectives and deals with different consumers (Chan, 2013;El Dief & Font, 2010;Xi Yu Leung & Baloglu, 2015). ...
Hotel room occupancy rates/sales tend to show a graphical decline in the last three years. The purpose of this study was to determine the marketing strategy for hotel rooms in Pare-pare City, South Sulawesi. This type of research is descriptive qualitative research. Data regarding marketing strategies will be obtained through direct interviews and circulating questionnaires with employees of the front office of the hotel, employees of the marketing division of the City of Parepare. The data used in this study were collected using several techniques, namely: questionnaires, interviews, observation, and documentation techniques. There are several marketing strategies carried out by hotel management who are respondents in this study, one of which is through the internet. This is believed to be a powerful tool for marketing products (hotels). Also, the strategy taken to market the rooms is through private companies, State-Owned Enterprises (BUMN), Government Agencies, and Travel Agencies in Parepare City
... Furthermore, given the intensive competition in the business environment, the emphasis on relationship is now emerging as the core marketing activity (Maitra, 2009). Thus, in recent times, relationship marketing has become an important strategic option in the competitive business environment especially now that marketing practitioners have recognized that to gain strategic advantage and corporate profitability, there is a need to satisfy existing customers (Kanagal, 2010). Research by various scholars on relationship marketing have revealed relationship marketing variables; however, those that were found to be most prominent were communication, internal marketing, relationship commitment, trust, and support and cooperation (Gabbarino and Johnson, 1999;Simpson and Mato, 1997;Morgan and Hunt 1994;Dixon-Ogbechi, Haran and Aiyeku, 2009a;2009b) Previous research has shown that relationship marketing as a strategy, leads to profitability if intelligently practiced (Groonroos, 1994). ...
... Also, price shows a significant relationship with the awareness of green hotel marketing strategy. Generally, price is the marketing mix element that competitors can react to the fastest change (Kotler & Keller, 2006), and gives inputs to the sustainable competitive advantage (Kanagal, 2009). Here, price does matter to the consumers. ...
Marketing is an essential strategy ensuring the sustainability of an organization. Green marketing is in-trend today due to the global campaign about saving the earth. The idea of green marketing is also an agenda to support the climate change movement. In Malaysia, consumers are lacking in the awareness about green products and facilities, meanwhile numerous organizations have implemented green campaigns. The purpose of this study, therefore, was to explore the green marketing awareness among hotel guests in Malaysia. Additionally, this research identified key determinants for the awareness among hotel customers. The research collected data from 146 local and international tourists staying in three hotels that employed green marketing strategies. To analyze the data, we employed SEM-PLS by utilizing the SmartPLS3 software. The results indicated that customers have moderate awareness about green marketing in the hotel industry. Furthermore, green marketing awareness were statistically, significantly linked to the products and prices offered by the hotels, while the promotions and location of the hotels were not significant
predictors. The results have an implication for hotel industry in which they need to pay more attention toward the products offered for their guests to support the success of their marketing strategies. The products also need to be supported by a competitive price offered to ensure the increase of visitors in the hotels.
Keywords: Green Marketing; Hotel; Customers’ Awareness; Price; Products
... The advent of information technology has provided much clearer and better insights to customers about the products and services, thus demanding high quality of services. To achieve such high quality, it can be noted that relationship marketing is a relationship based strategy seeking to link customers and businesses with synergies (Kanagal, 2009). Moreover, taking the literature from relationship marketing, it can be classified into conceptual, empirical, and case-based aspects which still can be elaborated further by developing new suitable frameworks (Parvatiyar & Sheth, 2001;Payne & Frow, 2005;Winer, 2001). ...
Relationship marketing is a concept coined more than two decades ago, appearing as a refined and modern form of traditional marketing approach. Suchmarketing approach brought about a paradigm shift, thereby challenging the existing literature in marketing. This literature review paper seeks to identify and analyse the concepts of relationship marketing,and exploreshow it benefits the organizations in enhancing their returns. With arise of an intensecompetitive environment, it has become imperative for the businesses to follow newer strategies forincreasing their profitabilities. Thus, the focus is on retaining the customers and building long-term loyalty for the sustainability of the organizations.With this argument in line, relationship marketing is seen to be primarily actingas a bridge involving multiple aspects including technologies to foster an effective trust, mutual bondingand satisfaction among the prospective customers. Finally, this researchexplores the factors inducingrelationshipmarketing strategies and customer relationships with suitable suggestions for further research.
... Ungerman et al. (2018) also concurred that marketing strategies and market orientation are part of the marketing concepts that differed significantly from the original marketing methods. Marketing strategies were the implementation of new marketing methods that involve significant changes in product design, packaging, product placement, product promotion or pricing to increase the benefits, income, and sales (OECD, 2005;Gituma, 2017;Kanagal, 2017). Marketing strategies are an important element of development to ensure better performance of SMEs. ...
Changes in Malaysian’s lifestyle have resulted in an increased demand for trusted agrofood products. Therefore, it is becoming a challenge for halal-certified agro-food SMEs in Malaysia to fulfil the demand by implementing marketing strategies and innovative market orientation. This study aimed to investigate the relationship between marketing strategies and innovative market orientation on performance of halal-certified agro-food SMEs. A systematic random sampling was used to select 321 halal-certified agro-food SMEs located in Peninsular Malaysia and a self-administered questionnaire using a structured questionnaire was employed to obtain responses from the target SMEs. Descriptive analysis, Chi-square analysis, and Pearson correlation analysis were carried out to analyse the data. Majority of the halal-certified agro-food SMEs involved in the study were categorised as small-sized companies with at least 5 to 75 employees. The finding revealed that there was no association between annual average sales and overall performance of halal-certified agro-food SMEs. The finding further indicated that there was a strong positive relationship between the performance (market share, sales, profitability, and growth rate) of halal-certified agro-food SMEs and marketing strategies and innovative market orientation. It is suggested that the halal-certified agro-food SMEs utilize their experience to develop more effective marketing strategies for better performance.
... Service providers and intermediaries always attempt to reach out to both existing and new customers through multiple channels. Relationships with customers, channel members, and partners are vital in relationship marketing and can give an edge with the competitive marketing strategy [15]. Recommendations from brokerage houses, individual stock brokers/distributors/ financial advisors and friends/co-workers influence individual investor's selection of a stock/scheme. ...
The competitive Indian Mutual Fund Industry requires the use of Marketing 4.0 principles owing to changing marketplace dynamics and increased competition. Traditional advertising forms got saturated with mutual funds, and the new redefined marketing principles reinforced the need to move to digital media. The recent addition of the fifth A (Advocacy) to the marketing jargon became necessary because of the increased connectedness and social nature of the customers (investors). The OZone factor increasingly influences investor decision making and helps in driving loyal investors from Aware to Advocate. This article discusses the social media marketing of Indian Asset Management Companies (AMCs). Improving brand curiosity and extending product reach to prospective clients are some potential advantages of the activity. Engagement marketing practices, marketing expense impact, four C's marketing mix, and online customer care are some new marketing principles. AMCs can use these to build better marketing campaigns for building investor-centric financial products. Different dimensions of social media usage are specified, and their utilization by various Indian mutual fund houses is measured. This understanding can help in better marketing of financial products and services, particularly that of mutual funds.
The aim of this study is to evaluate the effects of marketing strategies on consumer patronage of restaurants in Enugu (A study of Mr. Bigg's). The objectives of the study are to investigate whether individual determinants and social factors influence consumer patronage of Mr Bigg's, to assess whether consumer choice of restaurants has any significant impact on patronage of Mr. Bigg's, to examine the extent of relationship marketing practices on patronage of Mr. Bigg's, to assess the extent of overall consumer perception on patronage of Mr. Bigg's and to discover the effect of consumers loyalty strategies on consumer patronage of Mr. Bigg's. Survey research method was chosen for the study. The study population comprises consumers for Mr. Bigg's in Enugu and as such, the population is unknown. A sample size of 340 was determined using Topman's formula for determining sample size. For the validity of the instrument, the questionnaire was vetted by research professionals in Business and Management Sciences based on face validity in terms of relevance to the subject matter, objective of the study, coverage of the content areas, appropriateness of language usage and clarity of purpose. The value of the test of reliability is 0.90 which was conducted using Cronbach's Alpha. Chi-square statistical tool was used to test the formulated hypotheses. The test of hypotheses led to the following major findings: individual determinants and social factors have a significant influence on consumer patronage of Mr. Bigg's, consumer choice has a significant impact on the patronage of Mr. Bigg's, relationship marketing practices has a significant effect on the patronage of Mr. Bigg's, consumer perception has a significant effect on the patronage of Mr. Bigg's and finally, consumers' loyalty strategies have a significant effect on the patronage of Mr. Bigg's. Following the findings, the study therefore recommended that marketing managers should concentrate their attention on developing more and improved effective marketing strategies for retaining and sustaining their customers by satisfying their unlimited needs and wants.
One among the fastest and the largest growing industry sector is the global travel and tourism industry. Being in the service industry one requires to hone interpersonal and intrapersonal skills for an uplifted service culture. Emotional intelligence is an interpersonal skill to deal with people successfully by understanding one's own feelings to understand the feelings of people around us. The study is aimed at analysing the emotional intelligence scores among the hotel employees and the impact on job performance. Data was collected from 343 hotel employees among the hotels located in Kuala Lumpur, the capital city of Malaysia. The data was analysed through AMOS Version 24 and it was identified that female hotel employees exhibited higher emotional intelligence than the male employee's. Results also indicated that emotional intelligence had a direct significant impact on the employee's job performance. Results indicated further implications and recommendations to the current human resources policies and strategies in the hotel industry.
The purpose of this study is to determine the Effect of Marketing Mix Strategies and Marketing Relationship Strategies on Competitive Advantage and Its Implications for Marketing Performance Partially and Simultaneously. The method used in this study is a verifiative method with a quantitative approach. This research is a causal/verifiative research because it intends to determine the relationship between the above research variables with causal relationships so that there are independent variables (influencing variables) and dependent variables (influenced). comparative, associative and structural relationships (Path analysis, and Structural Equation Model / SEM relationships). The results of the study explained that simultaneously the positive influence of the variables of marketing mix strategy, and marketing relationship strategy on competitive advantage there are BUKU 2 Banks in West Java and DKI Jakarta Provinces. The biggest influence on competitive advantage comes from the Marketing Mix Strategy, while the smallest influence comes from the marketing relationship strategy. The Marketing Mix Strategy has a positive effect on the competitive advantage of BUKU 2 Bank in West Java and DKI Jakarta Provinces.
The concern of this study was to empirically investigate the relationship between bank -customer relationship marketing and performance of selected money deposit banks in Imo State, Nigeria. Emphasis was on determining the extent to which relationship identification, establishment, maintenance, enhancement, modification and termination have impacted on deposit money banks returns on equity and assets in Nigeria while adopting stakeholders’ theory of relationship marketing. Data for the study were primarily sourced using structured research questionnaires. These generated data were quantified using 5-point likert scale of strongly agreed, agreed, neutral, disagreed and strongly disagreed. These generated data were analyzed using Ordinary Least Square (OLS) multiple regression technique. The analyses covered demographic analysis, descriptive analysis, correlation analysis, regression analysis, F-test, t-test, R2 -test and diagnostic tests. SPSS statistical software was used to carry out these analyses. Specifically, results from these robust analyses revealed that identification, establishment, maintenance, enhancement, modification and termination of bank-customer relationship have positive and significant impacts on deposit money banks’ return on equity (ROE); relationship identification, establishment, maintenance and modification also have positive significant effects on return on assets (ROA) of deposit money banks in Nigeria; relationship enhancement has a negative insignificant impact on the ROA of deposit money banks in the country; the impact of relationship termination is positive but insignificant; and these measures of identification, establishment, maintenance, enhancement, modification and termination have joint significant impacts of 93.4% and 79.1% on ROE and ROA of deposit money banks in Nigeria. Hence, there is need for high level of professionalism in the recruitment process of bank staff in this part of the world, as the corner
La competitividad global requiere un cambio en los productos agrícolas: de mercado a estratégicos a partir de un alto valor agregado y pocos proveedores. El programa de la Organización Mundial de la Salud de alimentos saludables es un nicho del mercado agrícola y una oportunidad para los emprendedores ecuatorianos por su experticia en frutas y hortalizas. Las relaciones entre los miembros de la cadena han sido competitivas pero actualmente se requiere responsabilidad frente a
la rentabilidad. El problema estaría en cómo lograr relaciones de colaboración de la cadena y red para la exportación de productos agrícolas estratégicos. El agrocentro es una forma organizativa seleccionada, donde se formaliza la agrupación espacial de múltiples emprendimientos e innovación en el contexto de las cadenas de suministro y las redes participantes. Entonces, su gestión se sustenta en la teoría de los grupos de interés, instrumentándose en el marketing relacional mediante el modelo de los seis mercados, que consiste en construir una red de colaboración entre las distintas empresas que configuran la cadena de valor ampliada. Los resultados demuestran que la ventaja competencia de los productos agrícolas estratégicos no se produce entre empresas individuales sino entre redes de empresas, y gana más aquella que está situada en la mejor red de colaboración.
Borrowing and lending is one of the economic activities carried out by financial institutions, especially the BMT Maslahah CapemWangkal cooperative, the BMT Maslahah Capem Wangkal cooperative business activities include the provision of credit. BMT cooperative Maslahah Capem Wangkal as a distributor and provider of credit funds for the community that does not always run smoothly, there are times when debtors do not fulfill obligations according to the agreed time (default). The formulation of the problem in this study are: 1) What causes the occurrence of bad credit in Baitul Maal Wat Tamwil Maslahah Wangkal Sub-Branch? and 2) what is the strategy to anticipate customers of Baitul Maal Wat Tamwil Maslahah Wangkal Sub-Branch Office to avoid bad credit? Objective 1) to find out the causes of bad credit in Baitul Maal Wat Tamwil Maslahah Wangkal Sub-Branch and 2) to find out the strategy used by BMT Maslahah Capem Wangkal in anticipating the occurrence of bad credit. Keywords: Bad Credit, Strategy, BMT
This study examined the influence of undergraduate experience on alumni loyalty to their alma mater in Tanzania’s higher education context. Specifically, the study sought to examine the extent to which alumni are satisfied with their undergraduate academic and social experiences and the influence thereof on their loyalty towards their former universities or colleges. The study involved a questionnaire survey to collect primary data from a conveniently selected sample of 188 Tanzanians who had bachelor's degrees from various Tanzania universities and colleges. Descriptive statistics using mean values were used to measure the satisfaction level. To estimate the influence of alumni satisfaction with their undergraduate experience on loyalty to their alma mater, Binary Logistic Regression Model was used. Overall, the findings indicate that alumni were satisfied with their undergraduate experience and their time as students. Further, Binary Logistic Regression results indicate that satisfaction with undergraduate experience positively and significantly influences alumni loyalty to their alma mater. It is reasonable to conclude from this evidence, that alumni loyalty can be created, reinforced and retained through favorable students’ experiences. Thus, Tanzania’s Higher Education Institutions (HEIs) should improve their level of students’ experience so as to increase their level of satisfaction and consequently enforce their loyalty. The study adds value in the context of Tanzanian HEIs since it provides a base on how to determine strategies to create, reinforce and maintain alumni loyalty through a favorable student experience.
The purpose of this paper is to understand the consumer behavior by investigating the effect of flow experience and marketing mix on consumers continued intention to use e-services provided through mobile applications and subsequent effect on consumers loyalty. The study also tests through a moderated mediation approach, the mediation of continued intention to use between flow experience-marketing mix and consumers loyalty while considering the moderating role of e-trust and privacy concern with the application. An online survey was conducted to collect data from the consumers, obtaining 405 valid samples which were analyzed using multiple regression to test the conceptual model of this study. The findings support that flow experience in mobile apps increases consumes intention to use, which is a significant predictor for consumer loyalty for services availed through mobile apps. This study provides insights for the marketers to build the flow in the mobile apps with interactive features, aesthetic design and ease of use to drive for continued intention to use and loyalty.
This research aims to determine the effect of relationship marketing and competitive advantage on marketing performance partially and simultaneously. This research uses a quantitative method using a questionnaire. The sample technique used is purposive sampling technique. The data analysis technique used is multiple regression analysis. The results of this study illustrate that relationship marketing partially has a positive and significant impact on marketing performance. Furthermore, partial competitive advantage has a positive and significant effect on marketing performance. Meanwhile, simultaneous relationship marketing and competitive advantage has an influence on marketing performance. Keywords-- Relationship Marketing, Competitive Advantage, Marketing Performance
With scant literature on Social Media and brand trust influenced through the online environment, I have decided to conduct a research based on this theme. Although ethnography would have been a more appropriate methodology, because of certain limitations, two methods of research will be used: semi structured interviews with key employees from Virgin Media and an online survey ran through the customers of Virgin Media. The interviews have given a better understanding of the company’s culture and how they view and use Social Media. Several themes were identified through the interviews and then, with the help of the survey, i could see if the strategy Virgin Media is implementing is actually reaching the customers and having the desired result. With the help of the survey, a brand trust scale will also be developed and several items from it will be crucial in its development. The Online Marketing sector from Virgin Media is strictly connected with the Customer Service one, thus giving them a better coverage of the customer feedback and a better understanding of what impact Social Media has on them. Although some of the channels Virgin Media are using (e.g. Facebook) have been recently set up, customers seem pleased with their management and feel they can trust Virgin Media through these channels.
Bisnis Elektronik atau E-business adalah kegiatan transaksi, jual beli, bisnis yang dilakukan melalui perangkat elektronik atau internet untuk berinteraksi langsung dengan pelanggan, pemasok, dan reaktor bisnis. Metode yang digunakan dalam penelitian ini didasarkan pada studi literatur dengan referensi dari buku-buku yang membahas tentang e-business, baik buku teks, e-book, maupun dari diskusi terbuka tentang e-business di Internet. Tahap perancangan konseptual dibagi menjadi tiga tahap, yaitu Information, Fungsional, dan Pemodelan Navigasi. Pemodelan informasi mengamati jenis informasi yang dibutuhkan, pemodelan fungsional mengamati fungsi-fungsi tersebut, dan pemodelan navigasi dianggap navigasi global melalui informasi dan fungsionalitas. Rata-rata orang memilih untuk menyetujui penggunaan teknologi e-business sebagai strategi baru bagi wirausahawan. Hasil penelitian pertama membuktikan bahwa variabel independen berpengaruh positif dan tidak signifikan terhadap faktor-faktor yang mempengaruhi kewirausahaan wanita yang menggunakan teknologi e-business di Bandung. Variabel modal berpengaruh positif dan signifikan terhadap faktor-faktor yang mempengaruhi kewirausahaan perempuan melalui teknologi e-business di Bandung.
To win the competition, each party in the computer and IT industry needs to continue to increase the capacity of their respective companies. One thing that must be improved is managing market information. It's not a secret anymore now, who gets the information earlier it will be easy and win the competition. Information is not only used as data for the company, but needs to be followed up as part of the company's improvement process. One of the company strategies that can be used is a market orientation strategy to improve the company's performance in the future. The company's understanding of the market orientation strategy includes aspects of customers, competitors (Intelligence Generation), good ability to coordinate between functions (Intelligence Dissemination) and provide appropriate responses and responses in formulating the next strategy (responsiveness) within the company. positive and significant contribution to company performance.
Sil Sen, PolyBanerjee, ShabnamMukherjee, NandiniDuring the recent COVID-19 pandemic, healthcare workers are trying to manage this medical emergency at war footing. It is the need of the time to have a COVID-19 detection procedure that can be used to stothe kiosk-based operation is shownp the spread among the general people. This paper proposes an ontology-based technique to detect and preliminarily diagnose suspected COVID-19 patients without direct intervention of healthcare professionals. The proposed procedure works as a part of remote healthcare services and tries to respond timely to the situation. The ontology is used for handling general people, rather than patients, to detect COVID-19 primarily.
Customer relationship management has recently been one of the key factors in the success of many organizations. Organizations have realized the importance of customer satisfaction and are integrating their operations with that of customer relationship to serve the customers in a better way. This paper seeks to understand the importance of CRM in e-business. It also talks about the importance of customer relationship for an organization in its growth. Relationship marketing has been studied to show how customer relationship management software can be made use of for the benefit of an organization.
Information and communication technology circumscribes all forms of technology involved in information dissemination. ICT has been used in different sectors which include oil and gas industry, banking sectors, educational sectors, real estate, marketing, and so on. This work seeks to assess how much ICT bears on the work efficiency of graduates. This research was carried out through a survey. One hundred and one respondents responded to the questionnaire. From the result, it was seen that all of the respondents were in one accord that ICT has improved their work efficiency.
Environment of business firms as a strategic uncertainty requires an adoption of a business model that establishes the competitive marketing logic. Its basis is to achieve some kind of fitness between the competitive strategy and the marketing strategy, which leads to superior levels of strategic performance. The value of a firm in the financial market will interpret the strategic performance and the resulted maximized investment returns in the firm’s stocks thereby the wealth of its owners; founders and stockholders. The competitive marketing under the strategic uncertainty provides an analytical approach for evaluating effectiveness of the marketing activities in raising the competitive performance of a firm. Many financial measures are used for this purpose relating with the basic objective of all business firms represented by value maximization. The research aimed at building a thoughtful and philosophical-practical base tackles the relationship between the competitive strategy and marketing strategy under a strategic uncertainty. A sample consisted of ten Iraqi Industrial Joint Stock Companies traded at Iraq Stock Exchange, has selected for the purpose of analysis, in which investment's returns of stocks reflect the ultimate result of a strategic performance. The research problem and hypothesis contemporary environments have witnessed more volatility and complexity so that competition became fierce. Accordingly, business firms confront strategic uncertainty that makes the performance of a firm lagged behind the environmental change with decreased market value unless improve its ability to contain the strategic uncertainty. The problem of research …
This study aimed to investigate both direct and indirect effects of the dimensions of
relationship marketing investments named financial, social and structural on relational worth via customer gratitude and delight. Data were collected from 403 airlines customers in Egypt using an online survey, which was designed on the search engine Google drive.
The SPSS is used to process the primary data. Path analysis was employed to measure
the direct and indirect relationships between more than two variables depend on AMOS.
The research results showed that there is a direct positive significant effect of financial
relationship marketing investment on relational worth. The study findings confirmed social
and structural relationship marketing investments significantly have an impact on customer gratitude and delight which positively influenced relational worth.
Finally, the findings indicated that customer gratitude and delight mediated the
relationship between social and structural relationship marketing investments and relational worth.
This study examines the mediating role of online trust in enhancing calculative commitment and customer loyalty through online relationship marketing activities (engagement and interactivity). The study draws on signaling theory. Data were gathered from 429 retail bank customers in Ghana and analyzed using confirmatory factor analysis and structural path modelling. Findings suggest that engagement is assessed to be low by Ghanaian bank customers and presently has no influence on customer commitment, online trust, and customer loyalty. However, signals communicated through interactivity online is of great benefit to the banks in influencing customers' online trust, as well as their calculative commitment and loyalty. Further, though, website and email emerged as the most predominant technologies used in online relationship marketing (ORM), customers also expect banks to engage with them through social media, which has the potential to improve upon the current levels of ORM activities.
The most recent report on small and medium enterprises (SMEs) has indicated the increase in the performance, there are still 40% of the companies remain stagnant in their growth without showing any improvement. SMEs are unable to compete and sustain long enough in the marketplace. Management skills are often ignored by the SMEs as they depend solely on their experience. However, changes in the Malaysian lifestyle have increased the demand for agro-food products. Therefore, the challenge for Muslim agro-food SMEs is to fulfill the demand by implementing innovative marketing strategies. This study, focusing specifically on Muslim agro-food SMEs, seeks to examine their performance based on innovative marketing and innovative market orientation. The quantitative survey was employed using self-administered questionnaires. Systematic random sampling was used to select 50 targets of Muslim agro-food SMEs from four regions in Peninsular Malaysia. The results showed that there were positive relationships between the performance of Muslim agro-food SMEs and innovative marketing strategies while innovation has the strongest relationship in the innovative market orientation and performance (r = 0.912, p < 0.01). Therefore, the Muslim agro-food SMEs can use the knowledge from their experience to develop more effective marketing innovation for better performance.
The need for political parties and candidates to be electorate driven in their
political activities, has led to the adoption of marketing principles to political
processess and election campaigns. Political marketing offers political candidates
and their parties the capability to address diverse electorate concerns and needs
through appropriate marketing analyses. This article examines the relationship
between political marketing tools and electorate’s choice of political candidates
as well as the effect of political marketing tools and electorate’s choice of political
candidates in Kwara State. The study’s primary data was collected through a
structured questionnaire that was administered to 384 respondents who were
selected through a combination of stratified, simple random and purposive
sampling techniques from the three senatorial districts of the state. Multiple
regression analysis technique was the statistical method used to test the hypotheses
formulated for the study. The results revealed that the electorate’s choice of
candidates has a positive relationship with almost all the political marketing tools
except a needs-oriented manifesto. It was also found that political marketing tools
have a positive effect on the electorate’s choice of candidates. It is concluded
that political marketing tools have a positive relationship with the electorate’s
choice of political candidates. The study recommends that political parties and
candidates should explore, recognise and understand the relationship that exists
between political marketing and the electorate’s choice of candidates. Political
parties can do this by placing emphasis on efficient and effective utilisation of
these political marketing tools.
Keywords: Political Marketing, Electorate’s Choice, Political Candidate, Social
Media, Celebrity Endorsement, Needs Oriented Manifesto
The Internet has been playing a key role to prolifically reach the target market. Simultaneously, the implications of Relationship Marketing (RM) to establish, maintain and enhance competitive advantage in the traditional marketplace are widely recognized. However, because of the online, ongoing, and on time communication approach of the Internet (the market space), the application of RM in the market space evolves as more sensitive than the traditional marketplace. From this context, this chapter attempts to recognize the RM perspectives that are standardized as RM indicators of five grown organizations and have been playing a key role to influence their competitive advantage in the market space. Fifteen RM indicators are attributed from the Internet marketing practices of these organizations that could be utilized to sustainably nurture competitive advantage in the market space. The application of these RM indicators emerges as viable across industries and markets.
In today‟s intense competition, it is very important for any business organization to keep their customers otherwise the competitors will attract them as business is all about creating customer, satisfying a customer and retaining a customer. Increasing inflation rate, increasing rate of interests, hike in fuel prices, global slowdown in economic growth are a few reasons of worry for the companies to think differently to maintain their sales and profit. The business organizations are struggling for their survival and sustainable growth. On the other hand, the new economic policy of India has also opened its trade for the multinationalcompanies. Therefore companies are trying to do something by which they can keep their customers and it is the Relationship Marketing which helps the companies to do so. It is an important tool for strategic competition management. As it is well known fact that a satisfied and loyal customer brings three new customers, therefore companies try all their efforts to maintain good relations with its customers. They are providing value for their money & efforts, they areproviding information about their actions, they are inviting them for feedback etc.
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