Abstract Relationship marketing tactics, such as loyalty programs, company credit cards, and e-mail promotions, are becoming increasingly popular. Benefits offered to a consumer for engaging in relational exchanges include price decreases, special offers, personalized attention, and customized products. With such benefits, the assumption is that consumers will want to develop a relationship with an organization and be rewarded for their loyalty. However, consumers might patronize a retailer, be satisfied with the service and product delivery, and yet not want to develop a relationship with them. As such, the purpose of this study was to determine why seemingly satisfied customers do not want to engage in relationship marketing and loyalty enhancing programs with retailers.
Last. Barak Libai(TAU: Tel Aviv University)H-Index: 25
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Customer profitability models have evolved into an important strategic tool for marketers in recent years. The authors show that conventional models may be inappropriate for markets involving new products or services because they fail to account for the social effects (e.g., word-of-mouth and imitation) that can influence future customer acquisitions. Incorporating these social effects, they show how the value of a lost customer depends on (a) whether the customer defects to a competing firm or ...
Last. Dwayne D. Gremler(BGSU: Bowling Green State University)H-Index: 32
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The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship qua...
Abstract Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing a...
Last. Rajeev Kohli(Columbia University)H-Index: 18
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Abstract Several online firms, including Yahoo!, Amazon.com, and Movie Critic, recommend documents and products to consumers. Typically, the recommendations are based on content and/or collaborative filtering methods. The authors examine the merits of these methods, suggest that preference models used in marketing offer good alternatives, and describe a Bayesian preference model that allows statistical integration of five types of information useful for making recommendations: a person’s express...
#2P.K. Kannan(UMD: University of Maryland, College Park)H-Index: 41
Last. Matthew D. Bramlett(UMD: University of Maryland, College Park)H-Index: 11
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Companies that offer loyalty reward programs believe that their programs have a long-run positive effect on customer evaluations and behavior. However, if loyalty rewards programs increase relationship durations and usage levels, customers will be increasingly exposed to the complete spectrum of service experiences, including experiences that may cause customers to switch to another service provider. Using cross-sectional, time-series data from a worldwide financial services company that offers ...
PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar and Jagdish N Sheth Relationship Marketing - Adrian Payne The UK Perspective The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota Asset and Liability of Business Relationships Relationship Marketing - Christian Gronroos The Nordic School Perspective The Evolution of Relationship Marketing - Jagdish N Sheth a...
Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...
#1Linda L. Price(College of Business Administration)H-Index: 42
#2Eric J. Arnould(College of Business Administration)H-Index: 52
The authors describe commercial friendships that develop between service providers and clients as one important type of marketing relationship. They report results of five studies that employ quant...
Abstract Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the amenities of online retailing, such as data-driven personalization, into physical interactions. Research on consumer reactions to the novel phenomenon of technology-enabled personalization (TEP) in retail stores is scarce though, so the current article proposes a conceptualization that demarcates TEP from broader notions of personalization. Qualitative data from 25 in-depth consumer interviews revea...
Abstract Consumers show increasing levels of concern regarding disclosing information to companies, as retailers’ access to their personal information heightens their feelings of vulnerability. Although customers’ personal information is crucial for targeting actual and potential customers, the extant discussion regarding the determinants of customers’ willingness to disclose personal information is limited. Drawing upon social judgment theory, this study investigates how consumers experience di...
This study aims to propose that providers should tailor recovery responses to consumers’ emotional states to improve evaluations and behavioral intentions.,A multi-study approach comprising field and lab data was used. The field study, conducted on the Boston public transport network during a weather crisis, sought to determine how a provider should deliver their recovery response to match the consumer’s affective state. In the lab studies, the importance of tailoring a recovery message to the c...
Research on some key boundary conditions and outcomes of consumers’ relationship termination in the online environment is scare. We examine how four categories (e.g., upkeep, time, benefits, and personal loss) of avoiding relationships affect customers’ relationship termination. We also consider both the motivation (hedonic vs. utilitarian) and switching costs when customers evaluate whether to exit from or stay in a relationship. Results show that time plays a significant role in customers’ rel...
Abstract Many grocery retailers carry a loyalty program (LP). However, little is known under what conditions these programs are more or less effective. We provide a contingency framework that considers various design, retailer, and country characteristics that can moderate an LP's impact on a retailer's sales productivity. We test the framework across a large sample of 358 grocery banners from a broad cross-section of 27 western and eastern European countries. We find a positive effect of the mo...
This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.,A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal rela...