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توضیحات :
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عنوان مقاله :
The influence of relationship marketing investments on customer gratitude in retailing
ترجمه فارسی عنوان :
بررسی تاثیر سرمایه گذاری بازاریابی رابطه مند بر قدردانی مشتری در خرده فروشی
سال انتشار : 2014
متعلق به مجله یا ژورنال : نشریه پژوهش های کسب و کار – Journal of Business Research
فرمت: PDF
تعداد صفحات: 6
شماره پروژه: 5102
کلمات کلیدی :
Customer gratitude,Relationship marketing,Retailing,Loyalty programs
قدردانی مشتری، بازاریابی رابطه، خرده فروشی، برنامه وفاداری
چکیده :
Abstract
Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketing investments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) have a differential influence on customers’ gratitude and consequently behavioral loyalty. More specifically, results of this study indicate that preferential treatment is the most effective relationship marketing tactic to enhance customer gratitude, followed by interpersonal communication and tangible rewards, respectively. Management implications for retailers to increase customers’ gratitude are discussed.
مقدمه این مقاله :
Introduction
Relationship marketing has been increasingly studied in marketing academia and has received intense interest in marketing practice.Relationship marketing has been defined as all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges (Morgan & Hunt, 1994). In the past decade, the existing literature has established the theory in relationship marketing and posited that relationship marketing investments enhance customer trust, commitment, relationship satisfaction, and in turn these relational mediators influence seller performance outcomes (Crosby, Evans, & Cowles, 1990; Dwyer, Schurr, & Oh, 1987; Morgan & Hunt, 1994; Palmatier, Dant, Grewal, & Evans, 2006). A recent study by Palmatier, Jarvis, Bechkoff, and Kardes (2009) indicated that other relational mediating mechanisms are at work. Palmatier et al. (2009) proposes that gratitude, the emotional appreciation for benefits received,mediates the relationship between a seller’s relationship marketing investments and seller performance outcomes.More specifically, a seller’s relationship marketing investments generate customers’ feelings of gratitude that drive seller performance benefits based upon customers’ gratitude-related reciprocal behaviors. Although the role of customer gratitude in understanding how relationship marketing investments increase seller performance outcomes has been verified (Palmatier et al., 2009), empirical evidence on whether different tactics of relationship marketing investment have a differential impact on customer perceptions of gratitude is lacking. The current study considers this important because different relationship marketing tactics can alter a customer’s feelings of gratitude and consequent behaviors (Palmatier et al., 2009, p. 14). Thus, understanding the influence of different relationship marketing tactics on customers’ feelings of gratitude can provide marketing managers with useful tools to leverage their relationship marketing investments.Particularly, in the current retail environment, retailers have an advantage in developing profitable relationships with their customers
because they are in a better position to utilize these relationship marketing tactics (De Wulf, Odekerken-Schröder, & Iacobucci, 2001; Sweeney, Soutar, & Johnson, 1999). With that in mind, the research objectives of this study are twofold: First, this study examines whether different relationship marketing investments offered by the retailer have a differential influence on customer’s feelings of gratitude and consequent behaviors. The current study adapts the classification proposed by De Wulf et al. (2001) to a retail setting and incorporates four tactics to relationship marketing investments; i.e., directmail, tangible rewards, interpersonal communication, and preferential treatment. Second, there have been calls for further research to investigate the construct of customer gratitude in different cultures (Palmatier et al., 2009, p. 15).
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در این مقاله خواهید خواند که قدردانی مشتری نشان دهنده هسته عاطفی متقابل و نقش کلیدی در توسعه و نگه داری مبادلات رابطه فروشنده و خریدار میباشد. مفاهیم مدیریت برای خرده فروشان برای افزایش قدردانی مشتریان مورد بحث قرار می گیرد.
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