Does online relationship marketing enhance customer retention and cross-buying?

Liang, Chiung‐Ju; Chen, Hui-Ju; Wang, Wen‐Hung

doi:10.1080/02642060801988910

Cited by 119 publications

(85 citation statements)

References 94 publications

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“…Customer relationship investment has been chosen as the antecedent to trust, as it is the most important in terms of managerial implications and has been the sole antecedent used in several similar studies (Liang, Chen, & Wang, 2008;Wulf et al, 2001;Yoon, Choi, & Sohn, 2008). Similarly, relationship commitment is one of most important constructs in relationship marketing and is easier to measure than other consequences, such as behavioral loyalty and long-term orientation (Kumar et al, 1995;Morgan & Hunt, 1994).…”

Section: Introductionmentioning

confidence: 98%

The role of renqing in mediating customer relationship investment and relationship commitment in China

Shi

Chan

et al. 2011

Industrial Marketing Management

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Section: Introductionmentioning

confidence: 98%

The role of renqing in mediating customer relationship investment and relationship commitment in China

Shi

Chan

et al. 2011

Industrial Marketing Management

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“…One of the characteristics of online consumer behaviour is the low cost of searching for alternatives, making customer loyalty harder to achieve in the online context than in the offline one [44]. As such Website with remarkable quality will unquestionably influence customers' willingness to maintain, deepen and broaden I will recommend my internet banking provider to friends and acquaintances.…”

Section: Website Qualitymentioning

confidence: 99%

Customer Loyalty towards Internet Banking in Nigeria

Ogiri¹

2017

JAEF

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Abstract. Easy accessibility of information on banking activities has enabled customers to easily compare various bank products and thereby easily switch from one bank to another, resulting in diminishing customer loyalty. This results in retail banks continually working hard to make new innovations or improve their internet banking services in order to make their bank a better choice for the customer. Previous researches have shown that customer loyalty is essential for the survival and profitability of e-commerce. We investigate whether customers' trust, satisfaction, commitment, bank reputation, and the bank's website quality predict customer e-loyalty in a survey using structured questionnaire. Ordered logistic regression analysis was used to analyse the data. The results of the study revealed that bank reputation, satisfaction, trust, and commitment have a significant and positive impact on customer e-loyalty towards internet banking in Nigeria. However, website quality has a positive but insignificant influence on customer e-loyalty towards internet banking. The result further showed that reputation is an essential factor in building customer e-loyalty.

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“…Lietuvoje tik keletą kartų buvo sietos vartotojų lojalumo ir ryšių rinkodaros koncepcijos (Pilelienė 2008;Žvirelienė, Bučiūnienė 2008;Pilelienė et al 2009), panašiai situaciją galima apibūdinti ir pagal užsienio mokslo publikacijas (Hart et al 1999;Diller 2000;Gruenzi, Ottavio 2004;Leverin, Liljander 2006;Ndubisi 2006;Peng, Wang 2006;Gaurav 2008;Liang et al 2008;Prasad, Aryasri 2008;Harridge-March, Quinton 2009). Netgi paminėtuose darbuose stokojama sisteminio požiūrio į vartotojų lojalumą ir ryšių rinkodarą kaip tyrimo objekto komponentus, taip pat vidinę šių komponentų sandarą, visiškai nenagrinėta gana svarbi rinkodaros dedamoji -sinergija.…”

Section: įVadasunclassified

Ryšių rinkodara per vartotojų lojalumo prizmę

Bivainis

Daukševičiūtė

Vilkaitė

2011

Business: Theory and Practice

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Santrauka. Straipsnyje sistemiškai nagrinėjamas dviejų aktualių praktikai ir mokslui sudėtingų reiškinių -ryšių rinkodaros ir vartotojų lojalumo derinys. Išanalizuoti tokie esminiai šių reiškinių aspektai: ryšių rinkodaros ir vartotojų lojalumo istorinis kontekstas, ryšių rinkodaros turinys strateginiu ir taktiniu lygmenimis, populiariausių ryšių rinkodaros strategijų ypatybės, vartotojų lojalumo būsenų kaitos specifika, lojalumo programų vieta rinkodaros grandinėje. Remiantis analizės rezultatais parengtas rinkodaros priemonių poveikio vartotojų lojalumo būsenai vertinimo metodas, kuriame integruotas inovatyvus komponentas, skirtas rinkodaros priemonių sinergijos efektui skaičiuoti. Metodas patikrintas analitinio modeliavimo būdu, aptartos jo taikymo galimybės.Reikšminiai žodžiai: vartotojai, lojalumas, ryšiai, ryšių rinkodara, lojalumo vertinimas, sinergijos skaičiavimas. Abstract. The paper sistemically analyzes two complex phenomena relevant to practice and science -mixture of relationship marketing and customer loyalty. The following fundamental aspects of these phenomena were analyzed: the historical context of relationship marketing and customer loyalty, content of relationship marketing at strategic and tactical levels, the most popular features of relationship marketing strategies, specifics of loyalty status change, the place of customer loyalty programs in marketing chain. Based on the results of the analysis a method for measuring the effect of marketing tools on the status of customer loyalty was prepared, the method has an integrated innovative component that calculates the synergy effect of marketing tools. The method was tested in analytical modelling manner, the possibilities of its application were discussed. RELATIONSHIP MARKETING THROUGH THE PRISM OF CUSTOMER LOYALTY

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Does online relationship marketing enhance customer retention and cross-buying?

Cited by 119 publications

References 94 publications

The role of renqing in mediating customer relationship investment and relationship commitment in China

The role of renqing in mediating customer relationship investment and relationship commitment in China

Customer Loyalty towards Internet Banking in Nigeria

Ryšių rinkodara per vartotojų lojalumo prizmę

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