Pub Date : 2019-07-25DOI: 10.1080/15332667.2019.1639589
G. Amoako
Abstract This study investigates how customer value mediates the relationship between relationship marketing and firm value, and how brand equity mediates the relationship between relationship marketing and firm value in the telecommunications industry in Ghana. A quantitative research design was adopted. Data were collected from 1,000 customers from four main telecommunications companies in Accra, the capital city of Ghana. Structural equation modelling was used to analyze the relationship among the variables. The findings demonstrate that all five dimensions of RM—trust, empathy, shared value, communication, and bonding—have a significant positive influence on brand equity. The test further revealed that brand equity significantly leads to firm value and customer value. The research findings indicate that the relationship marketing concept and brand equity can be used to improve customer value and firm value issues in the telecommunications industry in Ghana. Moreover, the study revealed the usefulness of brand equity scales adopted in evaluating context-specific issues as exist in the telephony industry. The findings also indicate that customer value partially mediates firm value and brand equity. The study shows that brand equity components have varying mediating effects on firm value.
{"title":"Relationship Marketing, Orientation, Brand Equity and Firm Value: The Mediating Role of Customer Value—An Emerging Market Perspective","authors":"G. Amoako","doi":"10.1080/15332667.2019.1639589","DOIUrl":"https://doi.org/10.1080/15332667.2019.1639589","url":null,"abstract":"Abstract This study investigates how customer value mediates the relationship between relationship marketing and firm value, and how brand equity mediates the relationship between relationship marketing and firm value in the telecommunications industry in Ghana. A quantitative research design was adopted. Data were collected from 1,000 customers from four main telecommunications companies in Accra, the capital city of Ghana. Structural equation modelling was used to analyze the relationship among the variables. The findings demonstrate that all five dimensions of RM—trust, empathy, shared value, communication, and bonding—have a significant positive influence on brand equity. The test further revealed that brand equity significantly leads to firm value and customer value. The research findings indicate that the relationship marketing concept and brand equity can be used to improve customer value and firm value issues in the telecommunications industry in Ghana. Moreover, the study revealed the usefulness of brand equity scales adopted in evaluating context-specific issues as exist in the telephony industry. The findings also indicate that customer value partially mediates firm value and brand equity. The study shows that brand equity components have varying mediating effects on firm value.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1639589","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46297224","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 : 2019-06-08DOI: 10.1080/15332667.2019.1589246
I. W. Jaman, A. Putra, Dessy Pramita Putri
Abstract The current study aims to investigate: (1) perceived service quality, relationship marketing, and customer loyalty at Dewarna Hotel in Malang; (2) direct effects of service quality on relationship marketing; and (3) direct and indirect effects of service quality on customer loyalty via relationship marketing. The research design was descriptive and explanatory. Samples were 98 respondents who had stayed at least three times in a year at Dewarna Hotel. Samples were determined using simple random sampling. Instruments utilized were questionnaires, which subsequently were analyzed using path analysis. The findings indicate that (1) customers perceived service quality, customer loyalty, and relationship marketing at Dewarna Hotel in Malang as favorable; (2) service quality positively and significantly affects relationship marketing; and (3) service quality directly and indirectly has positive and significant effects on customer loyalty via relationship marketing.
{"title":"The Mediating Role of Relationship Marketing between Service Quality and Customer Loyalty","authors":"I. W. Jaman, A. Putra, Dessy Pramita Putri","doi":"10.1080/15332667.2019.1589246","DOIUrl":"https://doi.org/10.1080/15332667.2019.1589246","url":null,"abstract":"Abstract The current study aims to investigate: (1) perceived service quality, relationship marketing, and customer loyalty at Dewarna Hotel in Malang; (2) direct effects of service quality on relationship marketing; and (3) direct and indirect effects of service quality on customer loyalty via relationship marketing. The research design was descriptive and explanatory. Samples were 98 respondents who had stayed at least three times in a year at Dewarna Hotel. Samples were determined using simple random sampling. Instruments utilized were questionnaires, which subsequently were analyzed using path analysis. The findings indicate that (1) customers perceived service quality, customer loyalty, and relationship marketing at Dewarna Hotel in Malang as favorable; (2) service quality positively and significantly affects relationship marketing; and (3) service quality directly and indirectly has positive and significant effects on customer loyalty via relationship marketing.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1589246","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46524619","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 : 2019-06-04DOI: 10.1080/15332667.2019.1619064
I. Roozen, Pavlos Ioannou Katidis
Abstract The importance of the service and shopping experience has been gaining momentum in the service industry, with customers and their satisfaction with their experience being perceived as critical factors in service management. Despite researchers acknowledging the need to examine the service experience through the lens of the customer, there is still much to understand of antecedents and outcomes of service and shopping experiences. This article investigates: (1) the importance of “the customer-employee relationship” on the service and shopping experiences for different age and gender groups; and (2) the effect of the service and shopping experiences on customer satisfaction, loyalty, and intention to recommend. In Study 1, these relationships will be analyzed for experiences of the participants themselves. In Study 2, we asked the participants to evaluate a hypothetical controlled scenario of a certain service and shopping experience with a certain customer-employee relationship, and measure customer satisfaction, loyalty, and the intention to recommend. The results of Study 1 indicate that both consumers’ age and gender play a significant role in satisfying service and shopping experiences, which in turn can lead to increased consumers’ satisfaction, retention, and word-of-mouth communication about the service product and/or service provider. Study 2 shows that a negative service experience in a store can significantly be “restored” by a positive shopping experience in the store and vice versa, and that these results are not influenced by gender or age.
{"title":"The Importance of the Service and Shopping Customer Experience in a Retail Environment","authors":"I. Roozen, Pavlos Ioannou Katidis","doi":"10.1080/15332667.2019.1619064","DOIUrl":"https://doi.org/10.1080/15332667.2019.1619064","url":null,"abstract":"Abstract The importance of the service and shopping experience has been gaining momentum in the service industry, with customers and their satisfaction with their experience being perceived as critical factors in service management. Despite researchers acknowledging the need to examine the service experience through the lens of the customer, there is still much to understand of antecedents and outcomes of service and shopping experiences. This article investigates: (1) the importance of “the customer-employee relationship” on the service and shopping experiences for different age and gender groups; and (2) the effect of the service and shopping experiences on customer satisfaction, loyalty, and intention to recommend. In Study 1, these relationships will be analyzed for experiences of the participants themselves. In Study 2, we asked the participants to evaluate a hypothetical controlled scenario of a certain service and shopping experience with a certain customer-employee relationship, and measure customer satisfaction, loyalty, and the intention to recommend. The results of Study 1 indicate that both consumers’ age and gender play a significant role in satisfying service and shopping experiences, which in turn can lead to increased consumers’ satisfaction, retention, and word-of-mouth communication about the service product and/or service provider. Study 2 shows that a negative service experience in a store can significantly be “restored” by a positive shopping experience in the store and vice versa, and that these results are not influenced by gender or age.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1619064","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46786154","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 : 2019-05-13DOI: 10.1080/15332667.2019.1589244
Patrick Poon, G. Albaum
Abstract This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.
{"title":"Consumer Trust in Internet Marketing and Direct Selling in China","authors":"Patrick Poon, G. Albaum","doi":"10.1080/15332667.2019.1589244","DOIUrl":"https://doi.org/10.1080/15332667.2019.1589244","url":null,"abstract":"Abstract This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1589244","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45957731","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 : 2019-04-07DOI: 10.1080/15332667.2018.1534067
Reza Fazli-Salehi, Ivonne M. Torres, Miguel Angel Zúñiga
Abstract When developing corporate social responsibility programs, marketing practitioners have to choose the domain of their activities. Whether they should decide to focus on education, healthcare, air pollution, or other fields is always a matter of discussion among marketing experts, brand managers, and board members. The selection of a domain for cause-related marketing is contingent on a variety of variables. Many scholars have studied the potential influential factors that might play a role in the success of a cause-related marketing topic, yet a comprehensive model has not yet been presented. This article will develop a model of cause-related marketing domain selection based on three dimensions—corporate, cause, and customer dimension—and will offer an argument on the area of cause-brand fit. The article will then propose several future research areas.
{"title":"Customer, Corporation, and Cause: A Comprehensive Model of Cause Selection in Cause-Related Marketing","authors":"Reza Fazli-Salehi, Ivonne M. Torres, Miguel Angel Zúñiga","doi":"10.1080/15332667.2018.1534067","DOIUrl":"https://doi.org/10.1080/15332667.2018.1534067","url":null,"abstract":"Abstract When developing corporate social responsibility programs, marketing practitioners have to choose the domain of their activities. Whether they should decide to focus on education, healthcare, air pollution, or other fields is always a matter of discussion among marketing experts, brand managers, and board members. The selection of a domain for cause-related marketing is contingent on a variety of variables. Many scholars have studied the potential influential factors that might play a role in the success of a cause-related marketing topic, yet a comprehensive model has not yet been presented. This article will develop a model of cause-related marketing domain selection based on three dimensions—corporate, cause, and customer dimension—and will offer an argument on the area of cause-brand fit. The article will then propose several future research areas.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1534067","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41395537","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 : 2019-04-03DOI: 10.1080/15332667.2019.1589241
Aylin Caliskan
Abstract In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality traits? (2) If yes, which type of personality trait has an effect on which type of relationship marketing practice? The findings show that all relationship marketing (RM) preferences can be predicted by personality traits of customers. Agreeableness and extroversion personality traits are the only predictors that explained all RM practices significantly. Conscientiousness had a great impact on financial and structural RM practice preferences, while higher degree of openness to experiences explained financial and social RM. Customers with higher scores in emotional stability who displayed higher levels of trust and calmness only explained financial RM preferences.
{"title":"Applying the Right Relationship Marketing Strategy through Big Five Personality Traits","authors":"Aylin Caliskan","doi":"10.1080/15332667.2019.1589241","DOIUrl":"https://doi.org/10.1080/15332667.2019.1589241","url":null,"abstract":"Abstract In this study, Structural Equation Modeling was utilized in an exploratory manner to answer the following questions: (1) Can relationship marketing practices be predicted by Big Five personality traits? (2) If yes, which type of personality trait has an effect on which type of relationship marketing practice? The findings show that all relationship marketing (RM) preferences can be predicted by personality traits of customers. Agreeableness and extroversion personality traits are the only predictors that explained all RM practices significantly. Conscientiousness had a great impact on financial and structural RM practice preferences, while higher degree of openness to experiences explained financial and social RM. Customers with higher scores in emotional stability who displayed higher levels of trust and calmness only explained financial RM preferences.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1589241","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45409789","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 : 2019-04-01DOI: 10.1080/15332667.2018.1534066
Chukwunonso Oraedu
Abstract While the subjects of “relationship quality” and “service quality” are well-researched and understood, a clear explanation of the exact relationship that exists between these two important themes is lacking. In a departure from previous service quality studies, this article uses a conservative measure of SERVQUAL to explore the diagnostic structure of service quality. Next, it investigates the structural behavior of service quality dimensions on the relationship quality construct within an emerging telecom market through a dual-lens theoretical viewpoint. The findings show that, in an emerging telecom market, the dimensional structure of SERVQUAL does not completely match with the result previously generated by the originators. It also demonstrates that by improving some quality indicators, a service provider is better positioned to improve relationship quality. In addition, this article challenges the existing tenet of the S-O-R framework by demonstrating that stimulus factors can directly predict the response factor and that the response variable can play a dual role in the S-O-R arena. Finally, implications and contributions are outlined.
{"title":"Structural Equation Test of Service Quality Dimensions on the Relationship Quality Construct: Evidence from an Emerging Telecom Market","authors":"Chukwunonso Oraedu","doi":"10.1080/15332667.2018.1534066","DOIUrl":"https://doi.org/10.1080/15332667.2018.1534066","url":null,"abstract":"Abstract While the subjects of “relationship quality” and “service quality” are well-researched and understood, a clear explanation of the exact relationship that exists between these two important themes is lacking. In a departure from previous service quality studies, this article uses a conservative measure of SERVQUAL to explore the diagnostic structure of service quality. Next, it investigates the structural behavior of service quality dimensions on the relationship quality construct within an emerging telecom market through a dual-lens theoretical viewpoint. The findings show that, in an emerging telecom market, the dimensional structure of SERVQUAL does not completely match with the result previously generated by the originators. It also demonstrates that by improving some quality indicators, a service provider is better positioned to improve relationship quality. In addition, this article challenges the existing tenet of the S-O-R framework by demonstrating that stimulus factors can directly predict the response factor and that the response variable can play a dual role in the S-O-R arena. Finally, implications and contributions are outlined.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1534066","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45280493","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 : 2019-03-01DOI: 10.1080/15332667.2018.1534062
Hamzeh Q. Almomani
Abstract This article aims to investigate the impactful effect of relationship quality dimensions (i.e., trust, satisfaction, and commitment) on aspects of loyalty represented by attitudinal loyalty and behavioral loyalty. A quantitative survey method was employed to achieve the objectives of the study. Furthermore, a convenience sampling technique was adopted to select a representative sample from physicians working in the public healthcare sector in Jordan. A total of 500 questionnaires were distributed, and 408 questionnaires were used in the statistical analyses. The data were analyzed by applying structural equation modeling to test the study model, and hypotheses were constructed and tested quantitatively and discussed qualitatively. The results revealed that both aspects of customer loyalty (i.e., behavioral and attitudinal) were affected positively by the overall dimensions of relationship quality (i.e., trust, satisfaction, and commitment), providing a recommendation for pharmaceutical companies in Jordan to focus on improving the relationship quality between their medical representatives and physicians due to the importance of such a factor in improving customer loyalty, which will reflect positively in managing their customers effectively and enhancing future business opportunities.
{"title":"Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan","authors":"Hamzeh Q. Almomani","doi":"10.1080/15332667.2018.1534062","DOIUrl":"https://doi.org/10.1080/15332667.2018.1534062","url":null,"abstract":"Abstract This article aims to investigate the impactful effect of relationship quality dimensions (i.e., trust, satisfaction, and commitment) on aspects of loyalty represented by attitudinal loyalty and behavioral loyalty. A quantitative survey method was employed to achieve the objectives of the study. Furthermore, a convenience sampling technique was adopted to select a representative sample from physicians working in the public healthcare sector in Jordan. A total of 500 questionnaires were distributed, and 408 questionnaires were used in the statistical analyses. The data were analyzed by applying structural equation modeling to test the study model, and hypotheses were constructed and tested quantitatively and discussed qualitatively. The results revealed that both aspects of customer loyalty (i.e., behavioral and attitudinal) were affected positively by the overall dimensions of relationship quality (i.e., trust, satisfaction, and commitment), providing a recommendation for pharmaceutical companies in Jordan to focus on improving the relationship quality between their medical representatives and physicians due to the importance of such a factor in improving customer loyalty, which will reflect positively in managing their customers effectively and enhancing future business opportunities.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1534062","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49221727","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 : 2019-02-08DOI: 10.1080/15332667.2018.1534064
M. Shokri, A. Alavi
Abstract The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context.
{"title":"The Relationship Between Consumer-Brand Identification and Brand Extension","authors":"M. Shokri, A. Alavi","doi":"10.1080/15332667.2018.1534064","DOIUrl":"https://doi.org/10.1080/15332667.2018.1534064","url":null,"abstract":"Abstract The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1534064","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43328972","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 : 2019-02-06DOI: 10.1080/15332667.2018.1534059
G. Amoako, Solomon G. Kutu-Adu, L. Caesar, E. Neequaye
Abstract Globally, the hospitality industry ranks as one of the most competitive business sectors, with competing organizations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This article examines how relationship marketing impacts trust, commitment, and repurchase intension of customers in the Ghanaian hospitality industry. The data collection questionnaire was administered to 167 randomly selected customers at a four-star hotel in the Accra metropolis. The data analysis used structural equation modeling to ascertain the significance of the relationship that exists between trust, commitment, and customer repurchase intension regarding the relationship marketing practices of hoteliers in Ghana. The findings show a positive and significant relationship between trust, commitment, and repurchase intension. The study also revealed that commitment partially mediates the association between trust and repurchase intension. This implies that both trust and commitment are necessary to attain repurchase and, eventually, loyalty.
{"title":"Relationship Marketing and Repurchase Intention in Ghana’s Hospitality Industry: An Empirical Examination of Trust and Commitment","authors":"G. Amoako, Solomon G. Kutu-Adu, L. Caesar, E. Neequaye","doi":"10.1080/15332667.2018.1534059","DOIUrl":"https://doi.org/10.1080/15332667.2018.1534059","url":null,"abstract":"Abstract Globally, the hospitality industry ranks as one of the most competitive business sectors, with competing organizations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This article examines how relationship marketing impacts trust, commitment, and repurchase intension of customers in the Ghanaian hospitality industry. The data collection questionnaire was administered to 167 randomly selected customers at a four-star hotel in the Accra metropolis. The data analysis used structural equation modeling to ascertain the significance of the relationship that exists between trust, commitment, and customer repurchase intension regarding the relationship marketing practices of hoteliers in Ghana. The findings show a positive and significant relationship between trust, commitment, and repurchase intension. The study also revealed that commitment partially mediates the association between trust and repurchase intension. This implies that both trust and commitment are necessary to attain repurchase and, eventually, loyalty.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2018.1534059","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48552921","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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