Relationship Marketing in Consumer Markets: Antecedents and Consequences

Sheth, Jagdish N.; Parvatlyar, Atul

doi:10.1177/009207039502300405

Cited by 1,324 publications

(773 citation statements)

References 102 publications

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“…In so doing, this study extends what we know about customer lifetime value (e.g., Bult and Wansbeek, 1995;Berger and Nasr, 1998), and customer relationship management (e.g. Sheth and Parvatiyar, 1995;Morgan and Hunt, 1994).…”

Section: Background and Motivationsupporting

confidence: 62%

An empirical investigation of the impact of communication timing on customer equity

Drèze

Bonfrer

2008

Journal of Interactive Marketing

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This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firm's Customer Equity (CE). We conduct an empirical study in the context of permissionbased e-mail marketing in the entertainment industry and find that intercommunication timing has a dramatic impact on customer behavior. Message scheduling affects both attrition and the customer response and thus has a critical impact on the value of one's customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time. An Empirical Investigation of the Impact of Communication Timing on Customer Equity AbstractThe marketing literature has acknowledged the importance of Customer Equity (CE) as a benchmark for marketing performance. In this paper, we are interested in understanding the impact of communication frequency on customer retention and spending and thus, ultimately, on a firm's CE. An empirical study of this impact is conducted in the context of permission-based email marketing in the entertainment industry.We find that inter-communication time has a dramatic impact on customer behavior. It affects both attrition and consumer surplus and thus has a critical impact on the value of a customer database. This impact is asymmetric; managers are advised to err on the side of longer rather than shorter inter-communication times.

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Section: Background and Motivationsupporting

confidence: 62%

An empirical investigation of the impact of communication timing on customer equity

Drèze

Bonfrer

2008

Journal of Interactive Marketing

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“…Relationship marketing has emerged as a widely accepted approach to business as firms shift their strategic orientation from focussing on transactions to the nature of the relationships that are formed with customers (Sheth & Parvatiyar 1995). As the threat of competition intensifies, firms need to find ways to improve customer retention (Reichheld & Sasser 1990;Hennig-Thurau, Gwinner & Gremler, 2002, Fornell & Wernerfelt 1987.…”

Section: Developing a Relationship Marketing Orientation In Higher Edmentioning

confidence: 99%

“…With a focus on creating strong long-term bonds with customers, relationship marketing not only produces increased customer retention and loyalty, it also provides barriers to entry for competitors since they are unable to easily replicate the relationship between the customer and service provider (Roberts, Varki & Brodie, 2003). The objective of relationship marketing activities is therefore to form long lasting relationships with consumers which increase the potential for positive referral, repurchase and loyalty (Sheth and Parvatiyar 1995;Palmatier, Dant, Grewal & Evans, 2006;Hennig-Thurau et al 2002;Reichheld 2003;Mattila 2006).…”

Section: Developing a Relationship Marketing Orientation In Higher Edmentioning

confidence: 99%

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

Moore¹,

Bowden²

2012

ASS

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The higher education sector is increasingly facing competition from tertiary providers at both a domestic and international level. This has led to a range of ever more complex challenges with regard to the attraction, maintenance and retention of the student base. There is an important need therefore to understand the factors which contribute to positive perceptions of tertiary services and the way in which these affect the student experience and drive student retention. The improvement of retention rates through the formation of meaningful and long-term relationships with students is subsequently of high importance. This research explores students' perceptions of the relationship that they enter into with their chosen tertiary institution and the effect that this has on the development of student loyalty. In particular this research examines the salience of relationship appeal, satisfaction, affective commitment and trust on student loyalty. A structural equation modelling approach was adopted using a sample of 426 first year undergraduate students of a large Australian metropolitan university. Importantly, next to satisfaction, relationship appeal was found to be the second strongest determinant of student loyalty. This was then followed by affective commitment. Interestingly trust did not influence relationship development. Conclusions, implications and opportunities for future research are presented. From a managerial perspective, it is expected that uncovering first year students' perceptions of the student-institution relationship will enable higher education institutions to develop more targeted relationship marketing programs and increase student retention.

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“…Practical contribution: from applied studies aimed at the search for consumer well-being and quality of life (BELL; EMORY, 1971;SHETH;PARVATLYAR, 1995), we seek in this study to highlight healthy marketing practices that have less adverse effects on consumption and after sales of goods. Studies on Transformative Consumer Research (DAVIS; PECHMANN, 2013;MICK et al, 2012).…”

Section: Theoretical and Managerial Contributionsmentioning

confidence: 99%

The influence of price and label on the consumption of persuasive packaging: considerations for the development of products

Bevilacqua¹,

Capingote²

2017

Product (São Carlos, Online)

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Labels acts as a silent seller, showing product characteristics and benefits. In the area of product development, this practice could suggest persuasion and seduction through abusing practices as Greenwashing, Trade Dress, and questionable quality certifications. In this context, this paper has the objective of researching price and label information influence in persuasive packaging consumption. Two paired experiments analyze price and information influences, manipulating these variables (price and label information) to verify behavior on 60 frequent consumers. Promotional price tags and new labels were created in order to verify consumer choices. Contrary to expectations, despite of warnings about suspicious strategies used in packaging, consumers kept buying small amounts and products of lower quality or unethical, because of their lower prices. We conclude that increasing each product's information on the label, will not inhibit persuasive product consumption, otherwise will improve the final decision, just like it will improve the choosing process of products' baskets. Theoretical contribution: the consumer should be seen as an individual of groupings of products and not of isolated items. Excession is made for the case of Greenwhasing which has presented itself as an effective practice of market seduction. Consumer units or Diderot units have been investigated as a consumer effect for a specific consumer choice over subsequent goods. Practical contribution: from applied studies aimed at the search for consumer well-being and quality of life, we seek in this study to highlight healthy marketing practices that have less adverse effects on consumption and after sales of goods. Studies on Transformative Consumer Research.

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Relationship Marketing in Consumer Markets: Antecedents and Consequences

Cited by 1,324 publications

References 102 publications

An empirical investigation of the impact of communication timing on customer equity

An empirical investigation of the impact of communication timing on customer equity

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

The influence of price and label on the consumption of persuasive packaging: considerations for the development of products

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