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Article
Publication date: 13 March 2024

Carla Ramos, Adriana Bruscato Bortoluzzo and Danny P. Claro

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer…

Abstract

Purpose

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.

Design/methodology/approach

This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.

Findings

This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.

Research limitations/implications

The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.

Practical implications

This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.

Originality/value

This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.

Article
Publication date: 15 January 2024

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ…

Abstract

Purpose

Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).

Design/methodology/approach

The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.

Findings

The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.

Research limitations/implications

The study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.

Originality/value

This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Book part
Publication date: 14 December 2023

Jagathiswary Ravichandran, Choi-Meng Leong, Tze-Yin Lim, Eva Lim and Lee-Yen Chaw

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to…

Abstract

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

Article
Publication date: 19 August 2022

Yassine Jadil, Anand Jeyaraj, Yogesh K. Dwivedi, Nripendra P. Rana and Prianka Sarker

In recent years, the proliferation of social commerce (s-commerce) has attracted many researchers to investigate the drivers of individuals' intentions. However, the empirical…

1490

Abstract

Purpose

In recent years, the proliferation of social commerce (s-commerce) has attracted many researchers to investigate the drivers of individuals' intentions. However, the empirical results reported in these studies were fragmented and inconsistent. This has led various meta-analyses to synthesize these findings, but without including a large number of s-commerce studies. In addition, investigating meta-analytically the effects of moderators such as the six dimensions of Hofstede's national culture is still lacking.

Design/methodology/approach

Drawing on nine theories and models, this meta-analysis aims to summarize the findings reported in 109 s-commerce studies published between 2011 and 2021 and to examine the moderating role of national culture. The correlation coefficient (r) has been used as the main effect size for this study. Based on the random-effects method, the CMA V3 software has been employed to calculate the weighted mean effect sizes.

Findings

The meta-analysis results showed that all the 11 hypothesized direct relationships are positive and significant. The moderator results also revealed that five out of six cultural dimensions significantly moderate the examined associations.

Originality/value

This research serves to enrich the existing s-commerce literature by addressing contradictory and mixed results reported in the empirical studies. This study is one of the first of its kind to investigate the role of Hofstede's six cultural dimensions as moderators in the field of s-commerce using the meta-analytic techniques.

Details

Internet Research, vol. 33 no. 6
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 13 February 2024

Gregor Pfajfar, Maciej Mitręga and Aviv Shoham

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing…

Abstract

Purpose

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.

Design/methodology/approach

This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.

Findings

Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.

Originality/value

This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

Article
Publication date: 29 May 2023

Naushaba Chowdhury, Pravin Balaraman and Jonathan Liu

Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in…

Abstract

Purpose

Over the last five decades, business to business (B2B) marketing has evolved from a transactional model to a behavioral model. This evolution is a consequence of the rise in thoughts of managing customer journeys, services marketing and acknowledging value co-creation amongst stakeholders. The contemporary B2B marketing strategies of relationship, innovation, sustainability and digital marketing that emerge through the literature review are discussed to demonstrate how they add value to the competitive advantage of firms and facilitate co-creation between business partners to help design the customer journey. The purpose of the paper is to discuss how the apparel industry could implement the B2B marketing strategies highlighted and further suggests a framework of value co-creation. The framework shows the journey between business partners followed by the value propositions as service exchange through resource integration within the service ecosystem.

Design/methodology/approach

Through a review of the literature, the evolution of B2B marketing unveils the importance of services marketing and how the marketing strategies discussed add value to the services marketing, this is further explored with propositions of value co-creation between business partners. The propositions are based on the theory of service dominant logic, whereby, the partners in the service ecosystem co-create value from value propositions offered by the business partners in collaboration with supply chain innovation.

Findings

A framework is suggested in the context of the apparel industry that demonstrates the value propositions as a part of the B2B marketing strategy. Through resource integration and collaboration between the business partners, the value propositions in the form of services, are exchanged resulting in value co-creation that leads to the ultimate offering to the end customer.

Research limitations/implications

The service dominant logic theory and the supply chain innovation model are the basis of the framework, showing the value propositions made, are in collaboration between the firm and the supply chain partners. The value propositions in the form of services are exchanged as an outcome of resource integration amongst the business partners resulting in value co-creation which will aid apparel manufacturers differentiate their services and manage customer journeys better. The framework will be further researched through primary research to determine its rationality in the real-world context. The nature of the industry being fast paced, the literature will be outdated in a short span of time and with the vast growth, new strategies will need to be executed eventually.

Practical implications

The paper discusses how the apparel industry can move forward with the B2B marketing strategies highlighted through the literature review and further suggests a framework of value co-creation. This will aid apparel manufacturers to focus their marketing efforts in an era of services marketing and compete better globally with service offerings.

Social implications

The competitive advantage strategies and other key emerging themes of co-creation, value co-creation and customer journeys are highlighted and shows increasing importance to the survival of businesses in an era of service orientation and relationship marketing.

Originality/value

Through a critical literature review of B2B marketing strategies and with the use of theoretical models of service dominant logic and supply chain innovation, the conceptual paper proposes a framework by the authors that allows future research to analyse value co-creation in B2B marketing strategies for the apparel industry.

Details

Journal of Strategy and Management, vol. 16 no. 4
Type: Research Article
ISSN: 1755-425X

Keywords

Article
Publication date: 29 July 2022

Flevy Lasrado, Park Thaichon and Munyaradzi W. Nyadzayo

In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation…

2768

Abstract

Purpose

In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions.

Design/methodology/approach

Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets.

Findings

This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets.

Practical implications

The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology.

Originality/value

In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.

Open Access
Article
Publication date: 28 March 2023

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro and Pedro Souto

The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for…

8560

Abstract

Purpose

The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.

Design/methodology/approach

Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.

Findings

From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.

Originality/value

This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 17 April 2023

Geeta Marmat

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory…

Abstract

Purpose

This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).

Design/methodology/approach

Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.

Findings

Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.

Research limitations/implications

This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.

Originality/value

The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

Details

Management Decision, vol. 61 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 28 June 2022

Munyaradzi W. Nyadzayo, Riza Casidy and Mayoor Mohan

This paper aims to examine how suppliers doing business with customers in emerging industrial markets can leverage their innovativeness to foster trust and commitment toward…

Abstract

Purpose

This paper aims to examine how suppliers doing business with customers in emerging industrial markets can leverage their innovativeness to foster trust and commitment toward maximizing customer adoption behaviors.

Design/methodology/approach

Based on commitment-trust theory, this research uses survey data collected from a large sample of Chinese business-to-business executives, which were then analyzed using three-stage least squares simultaneous estimation models and PROCESS.

Findings

The results show that supplier innovativeness can help customers build trust in a supplier. Consequently, a reciprocal commitment is forged among customers that manifest in favorable adoption decisions, including a higher willingness to pay premium prices. Notably, this approach is beneficial when robust interfirm communications are difficult to establish.

Originality/value

Innovation decisions in interfirm relationships are important for suppliers doing business in emerging markets. This is because customer adoptions in such settings can foster enduring relational market-based assets and other competitive advantages that can improve supplier performance. Unfortunately, the understanding of how interfirm relationships influence innovation-adoption decisions in emerging markets is lacking. The findings of this research shed light on how suppliers interested in entering emerging markets can interact with customer firms in such settings to maximize favorable adoption outcomes.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

1 – 10 of over 19000