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1 – 10 of over 165000Brian Murphy, Paul Maguiness, Chris Pescott, Soren Wislang, Jingwu Ma and Rongmei Wang
To measure marketing performance in a holistic sense.
Abstract
Purpose
To measure marketing performance in a holistic sense.
Design/methodology/approach
To augment the prevailing customer relationship marketing paradigm, a holistic stakeholder relationship marketing paradigm is proposed in which holistic marketing performance is reflected in the delivery of long‐term economic, social, and environmental value to customer, employee, supplier, community, and shareholder stakeholders of a business in order to enhance sustainable financial performance. Present stakeholder attitudes are measured in a stakeholder performance appraisal within a stakeholder relationship marketing model, as timely, early warning signals of future stakeholder behaviour and concomitant future business performance.
Findings
Stakeholder performance appraisal results to date indicate that a holistic stakeholder relationship marketing orientation that incorporates triple bottom line philosophy significantly enhances business financial performance beyond that achieved by a customer relationship marketing orientation.
Research limitations/implications
The stakeholder performance appraisal has been applied to only 33 businesses to date providing scope for wider application of this measurement system to demonstrate its practical usefulness in measuring holistic marketing performance and future financial performance.
Practical implications
The stakeholder performance appraisal provides a perceptual overview of holistic marketing performance and concomitant business financial performance from stakeholders in terms of quantitative ratings of economic, social and environmental performance, and qualitative strengths, weaknesses, opportunities and threats. These data enable a business to plan stakeholder relationship marketing strategies to enhance performance and to predict future financial performance.
Originality/value
The stakeholder relationship marketing model and the stakeholder performance appraisal are new, unique, managerially useful additions to existing stakeholder models and metrics.
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This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities…
Abstract
Purpose
This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing. The paper also delineates the frequently confused associated concepts of customer relationship management and customer management and considers how they fit within the broader concept of relationship marketing.
Design/methodology/approach
This paper undertakes a review of the relationship marketing literature, supplemented by the authors’ on-going interactive research with managers.
Findings
The paper reviews alternative approaches to relationship marketing, reflects on the development of the field of relationship marketing and identifies three critical priorities for future research in relationship marketing.
Practical implications
The research priorities that are identified in this paper represent important priorities for scholars, managers, regulators and policy makers.
Originality/value
Although there is now a substantial body of research on relationship, marketing, much of this work focuses on the customer-firm dyad, with a smaller body of work focusing on a broader range of stakeholders. This paper argues for the broadening of the role of relationship marketing to consider ecosystems; the need for firms to shift from a value-in-exchange to a value-in-use perspective when addressing customer relationships; and the critical need to address “dark side” behaviour and dysfunctional processes in relationship marketing.
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The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be…
Abstract
Purpose
The purpose of this paper is to discuss the complementary effect of relationship marketing and direct marketing and outline the foundations of direct marketing that can be enhanced by relationship marketing principles.
Design/methodology/approach
This is a personal viewpoint based on many years of working in, teaching and research of direct and relationship marketing.
Findings
The paper finds that both disciplines of direct marketing and relationship marketing have something of value to the other. The combination of the two strategies can only be of value and benefit to both customers and organisations.
Originality/value
The value of this paper is that it outlines the symbiotic strength of direct marketing and relationship marketing that allows contemporary marketers to utilise the best of both disciplines to establish and maintain strong relationships with their customers
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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…
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.
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Daniel Tolstoy, Sara Melén Hånell and Nurgül Özbek
The purpose of this paper is to create a model that compares the effects of product content differentiation and service content differentiation on small- and medium-sized…
Abstract
Purpose
The purpose of this paper is to create a model that compares the effects of product content differentiation and service content differentiation on small- and medium-sized enterprises’ (SMEs) perceived importance of customer reference marketing in foreign markets.
Design/methodology/approach
A theoretical model is developed and tested through multiple regression and mediation analysis, on an effective sample of 188 Swedish SMEs.
Findings
The results show that foreign market business assignments characterized by differentiated services make companies relatively more dependent on relationship learning and customer reference marketing. By contrast, situations of differentiated product content correlate negatively with customer reference marketing.
Practical implications
Reference customers can function as vehicles for international expansion when marketing offerings are complex. The findings imply that in service settings, SMEs need to maintain learning regimes with foreign market customers to effectively use them as references to win new business.
Originality/value
The study applies a service perspective to explain the contingencies of customer reference marketing, particularly in international business settings. The study contributes to international small business literature and research focusing on service–firm internationalization by explaining the marketing mechanisms at play in the internationalization of SMEs. In so doing, the findings can enrich relationship and network perspectives of internationalization and add a missing link to studies on networking and internationalization.
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Dhananjay Bapat and Rahul Khandelwal
This study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications…
Abstract
Purpose
This study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.
Design/methodology/approach
The study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.
Findings
Three levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.
Originality/value
The study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.
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Carmel Herington, Don Scott and Lester W. Johnson
The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were…
Abstract
Purpose
The purpose is to present the results of exploratory research which analysed firm‐employee relationship strength from the employee perspective. Three main research questions were explored: What indicators should be used to measure strong firm‐employee relationships? How important do employees see relationships to be in the work environment? and how do employees define relationship strength?
Design/methodology/approach
Qualitative research in the form of focus groups was utilised. Four focus groups of employees from medium to large regional and national Australian companies were held in a large Australian regional city.
Findings
Employees view relationships as being very important in the work environment. The findings revealed a greater degree of consistency between employees' viewpoints about important relationship elements and non‐marketing literature. Important elements found were cooperation, empowerment, communication, attachment, shared goals and values, trust and respect. The emphasis on commitment as a key relationship indicator was not supported by the findings. The findings are summarised in a proposed model of relationship strength, positing commitment as a relationship strength outcome. Employees defined relationship strength in terms of the identified elements.
Research limitations/implications
This research enables commencement of examination of the value of internal relationships through empirical examination of the proposed model.
Practical implications
Management is informed as to what makes the best work environment from the perspective of employees.
Originality/value
This paper fulfills an identified gap in the literature in relation to the ability to measure internal firm relationships. It also clarifies the confusing literature on relationship elements, and it posits a model for the empirical assessment of firm‐employee relationship strength.
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A. Michael Knemeyer and Paul R. Murphy
This paper provides a comparison of users and providers of third‐party logistics (3PL) services with respect to relationship marketing elements, such as trust and communication…
Abstract
Purpose
This paper provides a comparison of users and providers of third‐party logistics (3PL) services with respect to relationship marketing elements, such as trust and communication, as well as relationship marketing outcomes, such as retention and recovery.
Design/methodology/approach
Constructs for the relationship marketing elements and outcomes were derived from the extant literature and modified to reflect the nature of 3PL arrangements. The relevant data were collected from separate, but consistent, mail surveys that were sent to users of 3PL services as well as providers of 3PL services.
Findings
The results indicate statistically significant differences between 3PL users and providers across eight of nine relationship marketing elements, with the lone non‐significant comparison involving the communication construct. There are also statistically significant differences between 3PL users and providers for each of the four relationship marketing outcomes.
Research limitations
Although the present study utilized previously validated relationship marketing elements and outcomes, future research could examine other relationship marketing elements and outcomes. Future research could also investigate relationship marketing issues through dyads/matched pairs of 3PL users and providers.
Originality/value
This manuscript examines 3PL with respect to theories and/or frameworks that comes from outside the logistics discipline, an approach advocated by Stock. Moreover, the paper adds to Moore's 3PL/relationship marketing research by investigating relationship elements and outcomes. The current paper adds to the rather limited literature that incorporates both 3PL user and provider perspectives.
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The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a…
Abstract
The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a promotional tool. More recently, case‐based studies are beginning to emerge on how the Internet may alter the marketing management process. There is a need to compliment these studies with additional quantitative research. This study examines the influence of marketing style on the utilisation of the Internet among small UK manufacturing firms. Insufficient evidence was found to support the view that relationship‐orientated firms, when compared with transactionally‐orientated competitors, exhibit differing perceptions about the nature of online markets. Quantitative differences were identified, however, in relation to use of information management systems and the management of internal organisational processes. The implications of these findings are discussed and proposals made concerning the need for further research.
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Patrick E. Murphy, Gene R. Laczniak and Graham Wood
The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.
Abstract
Purpose
The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.
Design/methodology/approach
The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.
Findings
The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.
Researchlimitations/implications
The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed.
Practical implications
Several European and American companies that currently practice ethical relationship marketing are discussed.
Originality/value
Although relationship marketing has been studied for a number of years by many scholars, the ethical basis of it has not been thoroughly examined in any previous work.
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