Relationship Marketing In Consumer Markets Antecedents And Consequences PdfBy Anthony G. In and pdf 21.05.2021 at 06:45 8 min read
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- Consumers and Their Brands: Developing Relationship Theory in Consumer Research
- Relationship marketing in consumer markets: Antecedents and consequences
- A review of customer relationship management: successes, advances, pitfalls and futures
- Exchange relationships in consumer markets?
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Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Antecedents and consequences of consumer trust in the context of service recovery. I E-mail address: cpsantos ea. The purpose of this paper is to investigate the antecedents and consequences of consumer trust after complaint handling episodes about services. A cross-sectional study was carried out with complainers of banks and airline companies. The respondents were approached at an International Airport in Brazil.
Jagdish N. Volume 23, No. Researchers have also focused on developing a theory of successful and efficient management of relationships cf. Heide and John ; Morgan and Hunt These and other studies have significantly contributed to our knowledge of relationship marketing. However, the subject of relationship marketing is still nascent and in its very early stages of development. Particularly lacking are studies on relationship marketing in the consumer markets, especially for consumer products as opposed to consumer service industries.
Relationship marketing in consumer markets: Antecedents and consequences
Naveen Donthu Georgia State University gsu. Amit Poddar Salisbury University salisbury. Rajshekhar Sunderraman Georgia State University cs. Yash Gupta utrgv. Dawn Iacobucci owen.
It is widely accepted that many social and health problems have underlying behavioral causes. Because these problems are rooted in human behavior, solutions to deal with them also lie in human behavior. This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth. This work followed a theoretical deduction by use of a literature review. Social marketing places emphasis on behavior change, and one of the key challenges for social marketers is to ensure a perceived value for customers in taking up and maintaining positive behavior. If perceptions, beliefs, attitudes, and values influence behavior, then the central focus should be on the youth.
Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. View PDF. Save to Library.
Print Friendly, PDF & Email Consumers reduce their available choice and engage in relational market behavior In this article, we extend that argument to suggest that the antecedents of relationship marketing can also be found in early Its primary implication is that consumers rationalize their choice by enhancing the.
A review of customer relationship management: successes, advances, pitfalls and futures
Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort.
Exchange relationships in consumer markets?
Explores these multiple dimensions of relationship marketing, and challenges the emerging conventional wisdom that relational exchange between buyers and sellers should be the norm which all businesses aim for. Although relationship marketing may be very attractive for many products and markets, its adoption may be inappropriate in others. Parties to an exchange may have diverging views on commitment to each other and may not welcome the possibility of having their chances for opportunism restricted. In some sensitive markets, the cost of loyalty schemes may exceed the revenue benefits of repeated levels of business at profitable prices. Palmer, A. Report bugs here. Please share your general feedback.
The purpose of this paper is to provide academics and practitioners working with customer relationship management CRM with a review of key topics, such as advances in CRM, the shifting role of consumers, issues with conceptualisation and consumer exploitation. As a result, the authors suggest eight propositions for improving the CRM scheme. The authors find that the risks of depleting customer trust as they perceive themselves being exploited by firm's CRM offerings should be openly discussed, as it poses a significant threat to the CRM scheme if it is overly used and misused. However, the danger of implementing CRM in such a way as to lead customers to believe that they are worse off requires more research.
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