Enlightened Communication Is the Key to Building Relationships

Kodish, Slavica; Pettegrew, Loyd S.

doi:10.1080/15332660802279412

Cited by 10 publications

(13 citation statements)

References 29 publications

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“…The testing of the influence of communication on relational commitment (H 2 ) also shows that communication has a significant effect on the relational commitment that is built among customers in relation to SMEs. Thus, the findings of this study support the research conducted by Kodish and Pettegrew (2008) and Smith (1998). Commitment is one important component in the concept The third hypothesis states that the frequency of interaction affects trust, while the fourth hypothesis states that the frequency of interaction affects relational commitment.…”

Section: Discussionsupporting

confidence: 85%

“…COMMUNICATION AND TRUST Kodish and Pettegrew (2008) Morgan and Hunt (1994) find that communication has a positive effect on customer trust. This is also supported by the research findings of MacMillan et al (2005), which indicate that sharing information positively affects customer trust in the organization.…”

Section: Interrelationship Between Research Variablesmentioning

confidence: 99%

“…Homans (1958) also explains that positive interaction/ communication between exchange partners will accelerate the merging of the groups. Kodish and Pettegrew (2008) test the importance of the role of communication in relationship marketing and find that the predominant relational orientation of communication makes it a depository of concepts and ideas that can illuminate the nature of relationships and add to the conceptual and empirical basis of relationship marketing. Additionally, Smith (1998) finds that communication openness affects confidence/satisfaction and also has an effect on commitment.…”

Section: Interrelationship Between Research Variablesmentioning

confidence: 99%

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The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

Handriana

2016

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This study examines the role of relationship marketing on Small and Medium Enterprises (SMEs) in Indonesia. Relationship marketing is a concept in marketing management aimed at maintaining long-term relationships with customers. Meanwhile, SMEs occupy a crucial role in sustaining the economy of Indonesia. Therefore, by implementing the concept of relationship marketing, it is expected that customer loyalty on SMEs is formed and can maintain the sustainability of SMEs. The study used survey methods, with a sample pool of 183 SMEs customers. The analysis technique utilized structural equation modeling (SEM) and the data was processed using AMOS Basic. The results show that trust and relational commitment is significantly affected by communication and relational benefits. Meanwhile, trust and relational commitment significantly affect customer loyalty. The variables of similarity and frequency of interactions have no significant effect on either trust or relational commitment of customers of SMEs.

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Section: Discussionsupporting

confidence: 85%

Section: Interrelationship Between Research Variablesmentioning

confidence: 99%

Section: Interrelationship Between Research Variablesmentioning

confidence: 99%

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The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

Handriana

2016

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“…This communication-as-transfer logic contains a unidirectional communication bias and is arguably a growing problem in an interactive internet-enabled world (Kodish & Pettegrew, 2008;Lakof, & Johnson, 1980). The problem is that when communication is narrowly conceived as unidirectional transfers of information, from one business actor to another, there is no reflective time or space for examining the meanings of such communications at both business and personal levels (Varey, 2000).…”

Section: From Communication-as-transfer To Communication-as-processmentioning

confidence: 98%

Value propositions as communication practice: Taking a wider view

Ballantyne

Frow

Varey³

et al. 2011

Industrial Marketing Management

328

342

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“…This particularly applies for the fields of management research, organization research, psychology, and sociology (Bruhn, 2003;Finch et al, 2015). Thus, the interdisciplinary nature of its scientific approach expressly contributed to relationship marketing's entrenchment as an established field of research (Kodish & Pettegrew, 2008;Morgan & Hunt, 1994;Srinivasan & Moorman, 2005).…”

Section: Introductionmentioning

confidence: 99%

Benefits of Convoy Model Theory for Explaining and Controlling Business-to-Customer Relationships

Saath

Schönitz

Siems

et al. 2018

Journal of Relationship Marketing

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Relationship marketing has become an important part of today's economic research and practice that complements the traditional marketing approach. With regard to building a reliable theoretical foundation for this branch of science, the transference of established psychological and sociological theories is of particular significance. As an attempt to further frame the underlying theoretical basis, the present article focuses on discussing sociology's convoy model theory in view of business-to-customer relationships. On the one hand, this contributes to the progression of relationship marketing's fundamental conception. On the other hand, it provides management implications specific to a novel subject.

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Enlightened Communication Is the Key to Building Relationships

Cited by 10 publications

References 29 publications

The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

The Role of Relationship Marketing in Small and Medium Enterprises (SMEs)

Value propositions as communication practice: Taking a wider view

Benefits of Convoy Model Theory for Explaining and Controlling Business-to-Customer Relationships

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