Pub Date : 2018-04-03DOI: 10.1080/15332667.2018.1440144
D. Finch, N. O'Reilly, Gashaw Abeza
ABSTRACT Since the turn of the century, independent sales contractors have emerged as an important and growing sales and distribution channel. This study, guided by theories of attitude-behavior relation, constructs and tests a conceptual independent sales contractors (ISC) relationship quality scale. The findings support the proposition that relationship quality is a composite of attitudes and behavioral intentions. The work provides theoretical and practical implications, as well as suggestions for future research.
{"title":"The Independent Sales Contractor and Relationship Quality: An Exploratory Study of Relational Attitudes and Behavioral-Intention","authors":"D. Finch, N. O'Reilly, Gashaw Abeza","doi":"10.1080/15332667.2018.1440144","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440144","url":null,"abstract":"ABSTRACT Since the turn of the century, independent sales contractors have emerged as an important and growing sales and distribution channel. This study, guided by theories of attitude-behavior relation, constructs and tests a conceptual independent sales contractors (ISC) relationship quality scale. The findings support the proposition that relationship quality is a composite of attitudes and behavioral intentions. The work provides theoretical and practical implications, as well as suggestions for future research.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440144","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45747176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-04-03DOI: 10.1080/15332667.2018.1440141
Eduardo Nogueira, D. Tsunoda
ABSTRACT Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.
{"title":"A Proposed Model for Consumer-Based Brand Equity Analysis on Social Media Using Data Mining and Social Network Analysis","authors":"Eduardo Nogueira, D. Tsunoda","doi":"10.1080/15332667.2018.1440141","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440141","url":null,"abstract":"ABSTRACT Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440141","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45082759","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-04-03DOI: 10.1080/15332667.2018.1440142
Amer Rajput, Muhammad Zahid, Rida Najaf
ABSTRACT Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.
{"title":"Using CRM to Model Firm Performance in a Business-to-Business Market","authors":"Amer Rajput, Muhammad Zahid, Rida Najaf","doi":"10.1080/15332667.2018.1440142","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440142","url":null,"abstract":"ABSTRACT Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440142","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42921373","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-04-02DOI: 10.1080/15332667.2018.1440145
Vandana Ahuja, Shirin Alavi
ABSTRACT Social media usage is proliferating and millions of consumers are logging onto Facebook, the world's biggest digital platform. The vastness of the individual database and the huge amount of information generated by the individuals in the online domain make Facebook an interesting tool for marketers. This article evaluates how an organization like Jet Airways uses Facebook as a digital tool for developing trust amongst consumers, using the methodologies of netnography and social media analytics. The article studies the various structural features of Facebook and develops a theoretical framework to identify the benefits of Facebook. The research study further attempts to classify the content generated by Jet Airways on this platform into diverse content typologies, identifies the most significant content typology, and examines how the volume of likes, comments, and shares pertaining to the most significant content typology impacts the development of trust amongst Jet Airways customers. Additionally, the framework identifies the three benefits of Facebook to be building trust and reciprocity, providing user-specific information, and allowing organizations to monitor their online presence. Subsequently, the research work classifies the content generated by Jet Airways into three categories: organizational content, relational content, and promotional content. The study is further able to empirically demonstrate that a greater number of likes, comments, and shares on a relational post has a significant impact on developing trust among customers of Jet Airways.
{"title":"Using Facebook as a Digital Tool for Developing Trust amongst Consumers using Netnography and Social Media Analytics: A Study of Jet Airways","authors":"Vandana Ahuja, Shirin Alavi","doi":"10.1080/15332667.2018.1440145","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440145","url":null,"abstract":"ABSTRACT Social media usage is proliferating and millions of consumers are logging onto Facebook, the world's biggest digital platform. The vastness of the individual database and the huge amount of information generated by the individuals in the online domain make Facebook an interesting tool for marketers. This article evaluates how an organization like Jet Airways uses Facebook as a digital tool for developing trust amongst consumers, using the methodologies of netnography and social media analytics. The article studies the various structural features of Facebook and develops a theoretical framework to identify the benefits of Facebook. The research study further attempts to classify the content generated by Jet Airways on this platform into diverse content typologies, identifies the most significant content typology, and examines how the volume of likes, comments, and shares pertaining to the most significant content typology impacts the development of trust amongst Jet Airways customers. Additionally, the framework identifies the three benefits of Facebook to be building trust and reciprocity, providing user-specific information, and allowing organizations to monitor their online presence. Subsequently, the research work classifies the content generated by Jet Airways into three categories: organizational content, relational content, and promotional content. The study is further able to empirically demonstrate that a greater number of likes, comments, and shares on a relational post has a significant impact on developing trust among customers of Jet Airways.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440145","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47628260","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-04-02DOI: 10.1080/15332667.2018.1440147
H. Fallah, Haniyeh Jafariyan, Shiva Savabieh
ABSTRACT This research seeks to investigate the effect of sales force market orientation and self-efficacy on sales force performance, taking into account the mediator role of sales creativity and innovation performance. The statistical population of this research is the sales force of insurance agents, including car insurance, life insurance, etc. Using a simple sampling method, among 50 branches of insurance agents in Yazd province, 120 individuals were randomly selected. Using a Morgan table, 92 individuals were selected, and 95 questionnaires were distributed to the sample; after the removal of incomplete, illegible, or not delivered responses, 79 were collected, which was appropriate and acceptable. For data analysis, Smart PLS software and partial least squares method were used. The results of the research indicate that, among the three dimensions of sales market orientation, customer orientation and interfunctional coordination have a positive and significant impact on sales force creativity. Also, the implementation of sales force innovation mediates the relationship between sales force creativity and performance, while sales force self-efficacy has a significant impact on sales force performance.
{"title":"Investigation of Market Orientation and Self-Efficacy Effects on Sale Force Performance: Mediator Role of Sales Force Creativity and Innovation Implementation","authors":"H. Fallah, Haniyeh Jafariyan, Shiva Savabieh","doi":"10.1080/15332667.2018.1440147","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440147","url":null,"abstract":"ABSTRACT This research seeks to investigate the effect of sales force market orientation and self-efficacy on sales force performance, taking into account the mediator role of sales creativity and innovation performance. The statistical population of this research is the sales force of insurance agents, including car insurance, life insurance, etc. Using a simple sampling method, among 50 branches of insurance agents in Yazd province, 120 individuals were randomly selected. Using a Morgan table, 92 individuals were selected, and 95 questionnaires were distributed to the sample; after the removal of incomplete, illegible, or not delivered responses, 79 were collected, which was appropriate and acceptable. For data analysis, Smart PLS software and partial least squares method were used. The results of the research indicate that, among the three dimensions of sales market orientation, customer orientation and interfunctional coordination have a positive and significant impact on sales force creativity. Also, the implementation of sales force innovation mediates the relationship between sales force creativity and performance, while sales force self-efficacy has a significant impact on sales force performance.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440147","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49644669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-02DOI: 10.1080/15332667.2017.1391058
L. Aureliano-Silva, Suzane Strehlau, V. Strehlau
ABSTRACT The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.
{"title":"The Relationship between Brand Attachment and Consumers' Emotional Well-Being","authors":"L. Aureliano-Silva, Suzane Strehlau, V. Strehlau","doi":"10.1080/15332667.2017.1391058","DOIUrl":"https://doi.org/10.1080/15332667.2017.1391058","url":null,"abstract":"ABSTRACT The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2017.1391058","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42768150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-02DOI: 10.1080/15332667.2018.1440140
Youngtae Choi, Andrew Thoeni, Michael W. Kroff
ABSTRACT Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM); and (2) how brand loyalty and social media usage intensity moderate the relationships between the antecedents and eWOM. Using structural equational modelling from 290 Facebook users, we find empirical support for three brand action constructs (personalization, responsiveness, and transparency) to eWOM. We also find the moderating effects of social media usage intensity and brand loyalty on the relationship between responsiveness and eWOM. Theoretical and managerial implications for these findings are discussed.
{"title":"Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity","authors":"Youngtae Choi, Andrew Thoeni, Michael W. Kroff","doi":"10.1080/15332667.2018.1440140","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440140","url":null,"abstract":"ABSTRACT Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM); and (2) how brand loyalty and social media usage intensity moderate the relationships between the antecedents and eWOM. Using structural equational modelling from 290 Facebook users, we find empirical support for three brand action constructs (personalization, responsiveness, and transparency) to eWOM. We also find the moderating effects of social media usage intensity and brand loyalty on the relationship between responsiveness and eWOM. Theoretical and managerial implications for these findings are discussed.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440140","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42035925","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-02DOI: 10.1080/15332667.2018.1440137
Ida Hidayanti, L. Herman, Naili Farida
ABSTRACT This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection employed a survey method with structured questionnaires which were distributed to 150 respondents who were the members of social media product communities in Indonesia. The findings showed that interactions through social media are able to increase customer engagement, facilitaitng collaboration in co-creation value, allowing the company to improve and develop products based on customers' needs and desires, which will eventually increase customer loyalty.
{"title":"Engaging Customers through Social Media to Improve Industrial Product Development: The Role of Customer Co-Creation Value","authors":"Ida Hidayanti, L. Herman, Naili Farida","doi":"10.1080/15332667.2018.1440137","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440137","url":null,"abstract":"ABSTRACT This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection employed a survey method with structured questionnaires which were distributed to 150 respondents who were the members of social media product communities in Indonesia. The findings showed that interactions through social media are able to increase customer engagement, facilitaitng collaboration in co-creation value, allowing the company to improve and develop products based on customers' needs and desires, which will eventually increase customer loyalty.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440137","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49085790","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-02DOI: 10.1080/15332667.2018.1440143
Z. Zainol, Rusliza Yahaya, Juliana Osman
ABSTRACT Using the Relationship Investment Model, this study examines the effects of satisfaction, relationship investment dimensions, and alternative attractiveness on student commitment and, consequently, on student engagement towards higher education institutions (HEIs). This research adopts the positivism, quantitative, and deductive approaches. Data were gathered from a sample of 250 students through the street-intercept systematic sampling and were analyzed using structural equation modelling. The findings reveal that satisfaction and student direct investment significantly affect student commitment, which in turn influences student engagement towards HEIs. While the findings provide guidance to HEIs in designing an effective engagement program that will ensure their relevance in the competitive educational world, this research is limited by several factors, which will require refinement and replication in future research.
{"title":"Application of Relationship Investment Model in Predicting Student Engagement towards HEIs","authors":"Z. Zainol, Rusliza Yahaya, Juliana Osman","doi":"10.1080/15332667.2018.1440143","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440143","url":null,"abstract":"ABSTRACT Using the Relationship Investment Model, this study examines the effects of satisfaction, relationship investment dimensions, and alternative attractiveness on student commitment and, consequently, on student engagement towards higher education institutions (HEIs). This research adopts the positivism, quantitative, and deductive approaches. Data were gathered from a sample of 250 students through the street-intercept systematic sampling and were analyzed using structural equation modelling. The findings reveal that satisfaction and student direct investment significantly affect student commitment, which in turn influences student engagement towards HEIs. While the findings provide guidance to HEIs in designing an effective engagement program that will ensure their relevance in the competitive educational world, this research is limited by several factors, which will require refinement and replication in future research.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440143","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44413356","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-01-02DOI: 10.1080/15332667.2018.1440139
Cintia Araújo, C. Pedron, W. Picoto
ABSTRACT The diversity of approaches to customer relationship management (CRM) brings about the need for systematic reviews. The objective of this article is to identify and categorize the most used publications in the CRM field. We conducted a bibliometric analysis using the Web of Science database. To identify and categorize the subfields, we conducted an exploratory factor analysis. The most used publications were categorized into: (1) methodology in the CRM research field; (2) relationship marketing; (3) service quality and customer loyalty; (4) implications of market-oriented strategy; (5) CRM theory and its practical implications; (6) strategic management; and (7) customer value.
客户关系管理(CRM)方法的多样性带来了系统审查的需要。本文的目的是识别和分类CRM领域中最常用的出版物。我们使用Web of Science数据库进行了文献计量分析。为了识别和分类子场，我们进行了探索性因子分析。使用最多的出版物分为:(1)客户关系管理研究领域的方法论;(2)关系营销;(3)服务质量与顾客忠诚度;(4)市场导向战略的含义;(5)客户关系管理理论及其实践意义;(6)战略管理;(7)顾客价值。
{"title":"What's Behind CRM Research? A Bibliometric Analysis of Publications in the CRM Research Field","authors":"Cintia Araújo, C. Pedron, W. Picoto","doi":"10.1080/15332667.2018.1440139","DOIUrl":"https://doi.org/10.1080/15332667.2018.1440139","url":null,"abstract":"ABSTRACT The diversity of approaches to customer relationship management (CRM) brings about the need for systematic reviews. The objective of this article is to identify and categorize the most used publications in the CRM field. We conducted a bibliometric analysis using the Web of Science database. To identify and categorize the subfields, we conducted an exploratory factor analysis. The most used publications were categorized into: (1) methodology in the CRM research field; (2) relationship marketing; (3) service quality and customer loyalty; (4) implications of market-oriented strategy; (5) CRM theory and its practical implications; (6) strategic management; and (7) customer value.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1440139","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47541525","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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