Relationship Marketing

El marketing relacional y las relaciones como ejes fundamentales del marketing en el sector turístico. I COLOQUIO PREDOCTORAL EUROPEO DE …

by Oriol Iglesias

Oriol Iglesias (2003) Paper presented at the Doctoral Colloquium on Tourism managment co-organized by Cornell, ESSEC and ESADE

The Moderating Role of Dependence in Relationship Marketing: An Example from the Wealth Management Industry

by Olivier Furrer

Guido Bolliger, Michel Dubois and Olivier Furrer
Working Paper, 2005

This paper examines the moderating role of customer dependence in relationship marketing. Data were obtained from a... more This paper examines the moderating role of customer dependence in relationship marketing. Data were obtained from a sample of 289 wealth managers. The findings indicate that a relationship model is more adapted in the high dependence context than in the low dependence context in which a transactional model is more suitable. Dependence is regarded by various researchers as central in explaining relationships. However, despite this recognition, the direct effect of dependence on trust and commitment has been shown to be relatively small. Such a small effect may be the result of a wrong specification of the effect of dependence, which may not be a direct effect, but a moderating one. In this paper, we thus hypothesize and empirically test the moderating effect of dependence. More specifically, we propose a moderating effect of dependence on the relationship between trust-building factors, such as a salesperson’s characteristics and the characteristics of the relationship and the perceptions of quality and satisfaction, as well as on the relationship between perceived quality and satisfaction. These moderating effects are tested within an extended relationship model including trust, commitment, and relationship outcomes. We test these hypotheses in the context of the relationship between wealth managers and financial analysts, where the wealth managers’ dependence is exacerbated by the intangible nature and the credence properties of the financial analysts’ services. The results of the study should provide useful insight into how dependence can be incorporated into customer relationships management by service firms. By better understanding the effects of dependence, managers can take steps to develop better relationships with their customers, as well as helping them to understand when a transactional approach would
be more suitable.

Incidental exposure to no-smoking signs primes craving for cigarettes

by Brian Earp

Earp, B. D., Dill, B., Harris, J., Ackerman, J., and Bargh, J. (2011). Incidental exposure to no-smoking signs primes craving for cigarettes: An ironic effect of unconscious semantic processing? Yale Review of Undergraduate Research in Psychology, Vol 2, No 1, 12-23.

The present study tests whether incidental exposure to no-smoking signs may ironically boost craving for cigarettes in... more The present study tests whether incidental exposure to no-smoking signs may ironically boost craving for cigarettes in smokers. Smokers viewed photographs in which no-smoking signs were either incon- spicuously embedded (prime) or edited out (control). Participants then used a joystick to make quick approach vs. avoid motions while viewing smoking-related and neutral stimuli on a computer screen (Chen & Bargh, 1999). We hypothesized that primed smokers, but not controls, would show an automatic reach bias toward the smoking-related stimuli. The data supported our prediction. Possible mechanisms for the effect are discussed, as well as implications for public health policy, negation-based social campaigns in general, and our understanding of the unconscious processing of semantic information.

Der Einfluss elektronischer Märkte auf die Beziehungsqualität–Theoretische Grundlagen und empirische Ergebnisse

by Roland Helm

Dynamics of value propositions: insights from service-dominant logic

by Christian Kowalkowski

The nurturing and harvesting of a rural Greek network

by Alistair R Anderson

An investigation of relational contracting norms in construction projects in Malaysia

by Nasruddin Faisol

The importance of good relationship among parties in the construction industry has been accepted as one of the central... more The importance of good relationship among parties in the construction industry has been accepted as one of the central issues of an organisation’s success. The growing acceptance to the Relational Contracting approaches that representing partnering, supply chain alliances and other types of collaborative working relationships shows how construction organisations are moving forward from the traditional adversarial culture to a more harmonious working environment. However the application of the Relational Contracting Norms in the context of national culture has received relatively little attention in the literature. This study attempts to fill this void by investigating how good relationships develop within construction projects in Malaysia. It also investigates the adaptability of the relational contracting norms in different cultural setting and explores whether similar relational contracting norms emerge in different projects before developing a relationship development model that is applicable to the academic and practitioners.

By using qualitative approach, the main data was collected from 36 semi-structured in-depth interviews across four case studies. The results were validated by 20 follow-up interviews with selected respondents, two stages of expert interviews and cross-case analysis.

This study found that good relationships within construction projects in the Malaysian construction industry developed from the interplay of twelve structural and relational dimensions that went through three stages of relationship development process in project setting. It highlights the significant importance of the value and emotion-related dimensions in developing good relationships. A relationship development model was produced based on these twelve dimensions (special contract directive, power, performance, trust, commitment, loyalty, personal relationships, emotions, values, social interaction, work inter-dependency and political connection).

The research contributes to construction management literature by supporting the Transaction Cost Economics Theory and extends the Relational Contracting Theory. It proposes seven new dimensions that are incorporated in the newly proposed relationship development model. Although the study was conducted in a specific national culture, it is argued that the model is applicable to other context on the basis that spiritual, emotional and human components of the work experience could be learned by other cultures.

Evoluţia metodelor, tehnicilor şi instrumentelor specifice marketingului tradiţional conform cerinţelor marketingului relaţional

by Mihaela Constantinescu

Customer Retention and Customer Loyalty in the Financial Services Industry: Definitions, Importance and Benefits

by Mihaela Constantinescu

Implementarea strategiilor de marketing sportiv–abordare relaţională

by Mihaela Constantinescu

When lemonade is better than whisky: investigating the equitableness of a supermarket’s reward scheme

by Cathy Parker

International Journal of Retail & Distribution Management 2000

Store incentivisation and reward schemes are an increasingly common aspect of UK grocery retailing with most... more Store incentivisation and reward schemes are an increasingly common aspect of UK grocery retailing with most large-scale operators investing in such schemes. Despite their popularity many researchers have questioned whether or not store loyalty schemes do, indeed, deliver in terms of encouraging loyalty behaviour from their customers. In this paper the authors take the consumers’ perspective and investigate whether one such scheme (Safeway’s ABC card) “delivers” in terms of equitably rewarding the loyalty of those customers that participate in the scheme. From the analysis it is concluded that the scheme does not appear to be operating in a fair and equitable manner, as consumer fidelity to the scheme is not rewarded above non-fidelity. Areas of research are identified that may help to discover whether retailers are rewarding the loyalty behaviour of their customers in a fair and ethical way.

Twists and turns of triadic business relationship recovery

by Jaana Tähtinen

How the Features of Business Relationships Influence Their Endings

by Jaana Tähtinen

Research on Ending Exchange Relationships: A Categorization, Assessment and Outlook

by Jaana Tähtinen

The Process of Business Relationship Ending – Its Stages and Actors

by Jaana Tähtinen

Business relationships facing the end: why restore them?

by Jaana Tähtinen

A process theory of relationship ending

by Jaana Tähtinen

Beautiful Exit: how to leave your business partner

by Jaana Tähtinen

Franchisee perceived relationship value

by Tracy Harmon

Journal of Business and Industrial Management (2008)

The paper seeks to develop a conceptualization of franchisee perceived relationship value (FPRV), defined as the... more The paper seeks to develop a conceptualization of franchisee perceived relationship value (FPRV), defined as the trade-off between perceived net worth of tangible and intangible benefits and costs to be derived over the lifetime of the franchisor-franchisee relationship, as perceived by the franchisee, taking into consideration the available alternative franchise relationships.

The Premature Death of Relationship Marketing

by David Mick