Pub Date : 2020-04-02DOI: 10.1080/15332667.2019.1664872
M. J. B. Silva, S. A. Farias, Michelle Helena Kovacs Grigg, M. Barbosa
Abstract The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.
{"title":"Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram","authors":"M. J. B. Silva, S. A. Farias, Michelle Helena Kovacs Grigg, M. Barbosa","doi":"10.1080/15332667.2019.1664872","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664872","url":null,"abstract":"Abstract The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664872","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47565903","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 : 2020-04-02DOI: 10.1080/15332667.2019.1664871
Vivek Pani Gumparthi, Sabyasachi Patra
Abstract Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied customers become loyal customers, thereby reduce several costs and also enhance several marketing activities. Since the research paper of it can be observed that there has been a surge in the number of research publications pertinent to brand love literature. Through this systematic literature review, we comprehensively review seventy six articles pertinent to brand love literature, published in various scientific journals there by presenting the key emergent themes, extensively used methodologies and analysis approaches, key variables observed, dominant theoretical underpinnings and a strategic conceptual framework.
{"title":"The Phenomenon of Brand Love: A Systematic Literature Review","authors":"Vivek Pani Gumparthi, Sabyasachi Patra","doi":"10.1080/15332667.2019.1664871","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664871","url":null,"abstract":"Abstract Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied customers become loyal customers, thereby reduce several costs and also enhance several marketing activities. Since the research paper of it can be observed that there has been a surge in the number of research publications pertinent to brand love literature. Through this systematic literature review, we comprehensively review seventy six articles pertinent to brand love literature, published in various scientific journals there by presenting the key emergent themes, extensively used methodologies and analysis approaches, key variables observed, dominant theoretical underpinnings and a strategic conceptual framework.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664871","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48392666","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 : 2020-04-02DOI: 10.1080/15332667.2019.1664870
Sheshadri Chatterjee, S. Ghosh, Ranjan Chaudhuri
Abstract Ubiquitous Customer Relationship Management (uCRM) signifies the realization of special characteristics, including proactiveness, context awareness, and mobility. This uCRM helps to enhance promptness and timeliness of the traditional system, thereby creating an environment associated with a state of being everywhere in no time and covering any device and any network. uCRM provides high personalization of service. The uCRM system has opened a new area of satisfaction for customers. Context awareness computing, a uCRM characteristic, is presumed to have enhanced benefits for a firm adopting uCRM in India. In this context, this study has taken a holistic attempt to analyze how technological competence and leadership support can enhance the business performance of a firm adopting uCRM. With input from literature studies, a hypothesis and a conceptual model have been formulated. Statistically, those have been validated with survey work considering 165 usable respondents from 22 different firms situated in three metropolitan cities in India. Results show that the effect of technological competence and leadership support positively help a uCRM-dependent firm towards achieving better business benefits. The study ends with a comprehensive conclusion.
{"title":"Adoption of Ubiquitous Customer Relationship Management (uCRM) in Enterprise: Leadership Support and Technological Competence as Moderators","authors":"Sheshadri Chatterjee, S. Ghosh, Ranjan Chaudhuri","doi":"10.1080/15332667.2019.1664870","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664870","url":null,"abstract":"Abstract Ubiquitous Customer Relationship Management (uCRM) signifies the realization of special characteristics, including proactiveness, context awareness, and mobility. This uCRM helps to enhance promptness and timeliness of the traditional system, thereby creating an environment associated with a state of being everywhere in no time and covering any device and any network. uCRM provides high personalization of service. The uCRM system has opened a new area of satisfaction for customers. Context awareness computing, a uCRM characteristic, is presumed to have enhanced benefits for a firm adopting uCRM in India. In this context, this study has taken a holistic attempt to analyze how technological competence and leadership support can enhance the business performance of a firm adopting uCRM. With input from literature studies, a hypothesis and a conceptual model have been formulated. Statistically, those have been validated with survey work considering 165 usable respondents from 22 different firms situated in three metropolitan cities in India. Results show that the effect of technological competence and leadership support positively help a uCRM-dependent firm towards achieving better business benefits. The study ends with a comprehensive conclusion.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664870","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43778394","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 : 2020-01-28DOI: 10.1080/15332667.2020.1717276
T. Rooney, E. Krolikowska, H. Bruce
Abstract The study of Relationship Marketing (RM) has led to improved understanding and management of customer relationships. However, it has suffered recent criticism for firm-centricity, and for failing to address the impact of the technological revolution and resulting customer empowerment in firm-customer relationships. This paper addresses these limitations by reconceptualizing RM as consumer led, with firm interactions enabling consumers to create their own unique experiences and value through the increasing accessibility of innovative technologies. This, in turn, benefits the firm through reciprocated value and beneficial relationship outcomes. We critically review extant knowledge and derive five propositions about firm-customer relationships. These propositions form the basis of managerial implications and a research agenda to better understand the impact of technologies and customer experience on RM.
{"title":"Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice","authors":"T. Rooney, E. Krolikowska, H. Bruce","doi":"10.1080/15332667.2020.1717276","DOIUrl":"https://doi.org/10.1080/15332667.2020.1717276","url":null,"abstract":"Abstract The study of Relationship Marketing (RM) has led to improved understanding and management of customer relationships. However, it has suffered recent criticism for firm-centricity, and for failing to address the impact of the technological revolution and resulting customer empowerment in firm-customer relationships. This paper addresses these limitations by reconceptualizing RM as consumer led, with firm interactions enabling consumers to create their own unique experiences and value through the increasing accessibility of innovative technologies. This, in turn, benefits the firm through reciprocated value and beneficial relationship outcomes. We critically review extant knowledge and derive five propositions about firm-customer relationships. These propositions form the basis of managerial implications and a research agenda to better understand the impact of technologies and customer experience on RM.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1717276","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59876470","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 : 2020-01-21DOI: 10.1080/15332667.2020.1715179
Deependra Singh, N. Bajpai, K. Kulshreshtha
Abstract Experiential marketing is a decisive facet of brand management and customer-brand relationship. With the growth of hypermarket brands in India, customers focus on the experiential benefits from the particular hypermarket brand for developing a loving relationship. Despite the existing studies in the literature on brand experience, there are very few studies focused on the stimulus of brand experience for the brand love of customers in the perspective of Indian hypermarket brands. The goal of conducting this study is to probe the impression of the brand experience on the brand love with the inclusion of customer personality traits as moderators. For addressing the objectives, the proposed research model and concerning hypotheses are validated empirically by using confirmatory factor analysis (CFA) - structural equation modeling (SEM) on the sample size of 541 customers, who visit a specific hypermarket brand’s stores frequently. The findings of the study support that the brand experience is responsible for affecting the customer- brand love. This relationship is reinforced (positively or negatively) by the customer personality traits in an effective manner. This study provides significant insights about the customers’ personality traits for improving the relationship between the brand experience and the brand love in the context of Indian hypermarket brands. Therefore, it contributes significantly to the literature related to branding and customer-brand relationship.
{"title":"Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits","authors":"Deependra Singh, N. Bajpai, K. Kulshreshtha","doi":"10.1080/15332667.2020.1715179","DOIUrl":"https://doi.org/10.1080/15332667.2020.1715179","url":null,"abstract":"Abstract Experiential marketing is a decisive facet of brand management and customer-brand relationship. With the growth of hypermarket brands in India, customers focus on the experiential benefits from the particular hypermarket brand for developing a loving relationship. Despite the existing studies in the literature on brand experience, there are very few studies focused on the stimulus of brand experience for the brand love of customers in the perspective of Indian hypermarket brands. The goal of conducting this study is to probe the impression of the brand experience on the brand love with the inclusion of customer personality traits as moderators. For addressing the objectives, the proposed research model and concerning hypotheses are validated empirically by using confirmatory factor analysis (CFA) - structural equation modeling (SEM) on the sample size of 541 customers, who visit a specific hypermarket brand’s stores frequently. The findings of the study support that the brand experience is responsible for affecting the customer- brand love. This relationship is reinforced (positively or negatively) by the customer personality traits in an effective manner. This study provides significant insights about the customers’ personality traits for improving the relationship between the brand experience and the brand love in the context of Indian hypermarket brands. Therefore, it contributes significantly to the literature related to branding and customer-brand relationship.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1715179","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48611407","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 : 2020-01-02DOI: 10.1080/15332667.2019.1664868
H. Pol, M. Galetzka, A. Pruyn
Abstract Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.
{"title":"New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated","authors":"H. Pol, M. Galetzka, A. Pruyn","doi":"10.1080/15332667.2019.1664868","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664868","url":null,"abstract":"Abstract Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664868","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47985447","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 : 2020-01-02DOI: 10.1080/15332667.2019.1648937
Michela Mingione, Muhammad Kashif, Maria Petrescu
Abstract In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conceptual lenses. In particular, this article seeks to address the competitive relationship between the corporation and its stakeholders in determining the corporate brand evolution over time, suggesting that corporate brand management is successful when co-evolving power relationships are established. The relational interplay between managers and stakeholders is framed into the Brand Power Relationship Model that suggests four potential evolutionary paths. It offers new brand typologies supported by examples from business practices, which mirror four different ways of managing and adapting brands over time; namely, through the None’s Brand, the Managers’ Brand, the Stakeholders’ Brand, and the Co-Evolutionary Brand. Focusing on the latter, this study depicts managers and stakeholders as having reciprocal influences and co-determining themselves, thus triggering interrelated relational effects that influence corporate brand evolution over time. The bilateral power of managers and stakeholders is framed into a further model, focused on corporate brand co-evolution. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders.
{"title":"Brand Power Relationships: A Co-Evolutionary Conceptual Framework","authors":"Michela Mingione, Muhammad Kashif, Maria Petrescu","doi":"10.1080/15332667.2019.1648937","DOIUrl":"https://doi.org/10.1080/15332667.2019.1648937","url":null,"abstract":"Abstract In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conceptual lenses. In particular, this article seeks to address the competitive relationship between the corporation and its stakeholders in determining the corporate brand evolution over time, suggesting that corporate brand management is successful when co-evolving power relationships are established. The relational interplay between managers and stakeholders is framed into the Brand Power Relationship Model that suggests four potential evolutionary paths. It offers new brand typologies supported by examples from business practices, which mirror four different ways of managing and adapting brands over time; namely, through the None’s Brand, the Managers’ Brand, the Stakeholders’ Brand, and the Co-Evolutionary Brand. Focusing on the latter, this study depicts managers and stakeholders as having reciprocal influences and co-determining themselves, thus triggering interrelated relational effects that influence corporate brand evolution over time. The bilateral power of managers and stakeholders is framed into a further model, focused on corporate brand co-evolution. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1648937","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46855943","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 : 2020-01-02DOI: 10.1080/15332667.2019.1664869
M. Mulyana, H. Hendar, M. Zulfa, Alifah Ratnawati
Abstract This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.
{"title":"Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy","authors":"M. Mulyana, H. Hendar, M. Zulfa, Alifah Ratnawati","doi":"10.1080/15332667.2019.1664869","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664869","url":null,"abstract":"Abstract This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664869","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46345648","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 : 2019-08-13DOI: 10.1080/15332667.2019.1648939
Mark Ojeme, Erdem Kırkbeşoğlu, B. Doğan
Abstract The relational link between satisfaction-trust-loyalty is rather complex and dynamic. This article examines the effect of situational abnormality (SA) and uncertainty avoidance (UA) variables as moderators to trust and loyalty outcomes in the Turkish automobile industry. The research proposes a theoretical model with SA and UA interaction effects on the proposed relational loyalty link. The result reveals that SA mitigated strongly relational outcomes when compared to the rival model, which had stronger and positive customer loyalty intention. The finding suggests that SA led to a negative customer's loyalty disposition towards their insurance service provider in Turkey. The research concludes with the view that relationship condition matters and has the effect of weakening customer loyalty relationships with service providers.
{"title":"The Role of Uncertainty Avoidance and Situational Abnormality in the Satisfaction-Trust-Loyalty Link","authors":"Mark Ojeme, Erdem Kırkbeşoğlu, B. Doğan","doi":"10.1080/15332667.2019.1648939","DOIUrl":"https://doi.org/10.1080/15332667.2019.1648939","url":null,"abstract":"Abstract The relational link between satisfaction-trust-loyalty is rather complex and dynamic. This article examines the effect of situational abnormality (SA) and uncertainty avoidance (UA) variables as moderators to trust and loyalty outcomes in the Turkish automobile industry. The research proposes a theoretical model with SA and UA interaction effects on the proposed relational loyalty link. The result reveals that SA mitigated strongly relational outcomes when compared to the rival model, which had stronger and positive customer loyalty intention. The finding suggests that SA led to a negative customer's loyalty disposition towards their insurance service provider in Turkey. The research concludes with the view that relationship condition matters and has the effect of weakening customer loyalty relationships with service providers.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1648939","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41439052","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 : 2019-08-10DOI: 10.1080/15332667.2019.1648938
Henrietta Leonie Pilny, F. Siems
Abstract Following the idea of the life event cycle, relationships between organizations and customers are characterized by recurring gaps in interaction. This article provides an overview of theories on maintenance strategies, particularly in the context of long-distance relationships in social sciences, and transfers existing theories to relationship marketing. A relationship maintenance management model is proposed that can serve as a framework for future research and management approaches. Many unanswered questions demonstrate the great potential and need for studies on this topic.
{"title":"Maintenance Strategies and Long-Distance Relationships: An Adaption of Theories from Interpersonal Relationship Research to Marketing","authors":"Henrietta Leonie Pilny, F. Siems","doi":"10.1080/15332667.2019.1648938","DOIUrl":"https://doi.org/10.1080/15332667.2019.1648938","url":null,"abstract":"Abstract Following the idea of the life event cycle, relationships between organizations and customers are characterized by recurring gaps in interaction. This article provides an overview of theories on maintenance strategies, particularly in the context of long-distance relationships in social sciences, and transfers existing theories to relationship marketing. A relationship maintenance management model is proposed that can serve as a framework for future research and management approaches. Many unanswered questions demonstrate the great potential and need for studies on this topic.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1648938","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47467400","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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