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Article
Publication date: 29 December 2022

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…

1543

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.

Details

Journal of Services Marketing, vol. 37 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 26 August 2010

Sergio Biggemann

This paper reports the results of a three-year-long research on business relationships, relying on qualitative data gathered through multiple-case study research of four focal…

Abstract

This paper reports the results of a three-year-long research on business relationships, relying on qualitative data gathered through multiple-case study research of four focal companies operating in Australia. The industry settings are as follows: steel construction, vegetable oils trading, aluminum and steel can manufacture, and imaging solutions. The research analyzes two main aspects of relationships: structure and process. This paper deals with structure describing it by the most desired features of intercompany relationships for each focal company. The primary research data have been coded drawing on extant research into business relationships. The main outcome of this part of the research is a five construct model composed by trust, commitment, bonds, distance, and information sharing that accounts for all informants’ utterances about relationship structure.

Details

Organizational Culture, Business-to-Business Relationships, and Interfirm Networks
Type: Book
ISBN: 978-0-85724-306-5

Article
Publication date: 7 April 2020

Mahmoud Abdulai Mahmoud, Matilda Adams, Aidatu Abubakari, Nicholas Oblitei Commey and Adelaide Naa Amerley Kastner

The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.

2523

Abstract

Purpose

The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model.

Design/methodology/approach

A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling.

Findings

The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust.

Originality/value

To the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.

Details

International Marketing Review, vol. 37 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 16 August 2014

Anne-Maria Holma

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network…

Abstract

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network approach (see, e.g., Axelsson & Easton, 1992; Håkansson & Snehota, 1995a). The study describes how adaptations initiate, how they progress, and what the outcomes of these adaptations are. Furthermore, the framework takes into account how adaptations spread in triadic relationship settings. The empirical context is corporate travel management, which is a chain of activities where an industrial enterprise, and its preferred travel agency and service supplier partners combine their resources. The scientific philosophy, on which the knowledge creation is based, is realist ontology. Epistemologically, the study relies on constructionist processes and interpretation. Case studies with in-depth interviews are the main source of data.

Details

Deep Knowledge of B2B Relationships within and Across Borders
Type: Book
ISBN: 978-1-78190-858-7

Keywords

Book part
Publication date: 3 July 2018

Peggy Cunningham

The primary purpose of this chapter is to provide insight as to why some privately held small-to-medium sized firms (SMEs) have been able to outperform their peers in terms of

Abstract

Purpose

The primary purpose of this chapter is to provide insight as to why some privately held small-to-medium sized firms (SMEs) have been able to outperform their peers in terms of their performance defined as revenue growth, profit growth, growth in number of employees and markets. Little is known about privately held firms and what drives their performance. The second purpose is to synthesize and provide clarity to the extant literature on rapid-growth SMEs (gazelles). The third purpose is to bring a unifying theoretical lens to the literature.

Methodology

The research was conducted using elite interviews with 47 informants drawn from 21 rapid-growth, private companies. Qualitative methods were used to identify themes related to the strategies used by these firms to outperform their peers over a five-year period.

Findings

The study organizes and summarizes the extant literature on rapid-growth companies, provides support for some findings, and clarifies equivocal findings. It also suggests that early strategic choices made by the owners of private firms along with their attitudes and capabilities positioned the private firms for rapid growth. The Morgan and Hunt (1994) trustcommitment theory of relationship marketing emerged from the data as the model used most often by rapid-growth private firms and the one that best integrates the factors driving private firm performance. A modified, two-stage model appears to be warranted. The first stage focuses on respect for the value employees bring, and building their trust and commitment is an essential first step that subsequently drives the second stage of the model – building customer trust and commitment. While some of the outcomes are similar to those suggested by Morgan and Hunt, new outcomes (collaborative innovation, citizenship behaviors, sustained growth, and premium prices) also emerged as important outcomes in this study.

Practical implications

This study provides owners of private firms with insight on how to build and grow their firms in a rapid and sustainable fashion.

Originality/value

Little research has been undertaken on private firms. This study addresses this knowledge gap. The modified trustcommitment relationship marketing model that emerged from the data had not been utilized to date in the field of rapid-growth firms and it provides an integrating theory that explains the performance of rapid-growth private firms.

Book part
Publication date: 4 December 2018

Ahmad Raouf Rather

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands…

Abstract

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

Keywords

Article
Publication date: 30 April 2021

Yangyang Chen, Matthew Tingchi Liu, Yongdan Liu, Angela Wen-yu Chang and Jerome Yen

This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by…

3440

Abstract

Purpose

This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.

Design/methodology/approach

The study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.

Findings

The findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.

Originality/value

The study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 14 September 2015

Sik Sumaedi, Rosa P Juniarti and I Gede Mahatma Yuda Bakti

This paper aims to examine the relationship among trust, commitment and ego involvement and their impacts on word-of-mouth communication (WOM) for individual saving customers in…

1483

Abstract

Purpose

This paper aims to examine the relationship among trust, commitment and ego involvement and their impacts on word-of-mouth communication (WOM) for individual saving customers in Islamic banking.

Design/methodology/approach

The conceptual model and the hypotheses are formulated based on trust and commitment theory, organizational commitment theory, social judgment theory and the results of previous empirical studies on buyer–seller marketing relationship in business-to-customer (B2C) markets. Quantitative research methodology was performed to examine the model and the hypotheses. The data were collected using survey with questionnaire. The respondents of the survey are 100 Islamic banking individual saving customers. Multiple regression analysis was used to test the proposed model and the hypotheses.

Findings

The research results show that affective commitment has a positive and significant impact on WOM, while normative commitment and calculative commitment have no significant impact on WOM. Ego involvement has a positive and significant impact on trust, normative commitment, calculative commitment and affective commitment. However, trust does not have a significant impact on calculative commitment, normative commitment and affective commitment.

Research limitations/implications

This research was only conducted in one Islamic bank in Indonesia. The data collection using the convenience sampling method as well as the use of a small sample size caused the limitation of the research results in representing across the retail customer of the bank. This study can be replicated with a larger sample size and by involving more Islamic banks to examine the stability of the findings.

Practical implications

The research results indicate that ego involvement has an important role in shaping trust and commitment of Islamic banking individual saving customers. Given this, the managements of Islamic banks need to ensure that the banks they have managed are relevant, important and appropriate with the values espoused by their individual customers.

Originality/value

This study is important because of the limited literature which discusses relationship marketing in the context of Islamic banking. Furthermore, this research has a novelty on the inclusion of ego involvement in explaining trust and commitment. The use of commitment as a multi-attribute construct also enriches the literature on buyer–seller marketing relationship in B2C markets due to the limited literature that addresses commitment as a multi-attribute construct.

Details

Journal of Islamic Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 23 August 2021

Farid Ahmed, Felicitas Evangelista and Daniela Spanjaard

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international…

Abstract

Purpose

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.

Design/methodology/approach

The model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.

Findings

The results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.

Originality/value

The study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

Details

International Marketing Review, vol. 38 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 11 January 2019

Md Abu Saleh, M. Yunus Ali, Ali Quazi and Deborah Blackman

The purpose of this paper is to explore international buyer–supplier relationships in an emerging developing country context. The study examines a number of factors derived from…

Abstract

Purpose

The purpose of this paper is to explore international buyer–supplier relationships in an emerging developing country context. The study examines a number of factors derived from internationalization process (IP) theory and their impacts in a novel research setting. The relational variables of trust and commitment, and their drivers, are integrated into a model examining importers’ perspectives of their supplier relationships.

Design/methodology/approach

This study applied a sequential methodological approach. Initially, a conceptual framework was developed from qualitative research and then quantitatively validated using structural equation modeling (SEM). The data for this study were collected conducting in-depth interviews and survey questionnaires. For empirical validation, the SEM technique was applied to assess the proposed model.

Findings

Importing firm managers perceived that the commitment of their suppliers bolstered their trust in the relationship, this contrasts with the conventional contention of a reverse relationship. The findings confirm cultural similarity facilitates communication, leading to increased knowledge and experience of importers, thereby contributing to an enhanced commitment to build trust in the relationship.

Practical implications

The conceptual framework developed in this study provides a direction to manage and enhance understanding of IP and relationship outcome. The findings have strategic implications for practicing managers in developing and supporting their importer–foreign supplier relationships.

Originality/value

This study is unique in assessing as well as validating key constructs of IP theory in an international exchange (importer–supplier) relationship. The study offers completely a new insight in relation to applying IP theory’s relational perspectives.

Details

Journal of Enterprise Information Management, vol. 32 no. 2
Type: Research Article
ISSN: 1741-0398

Keywords

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