Relationship marketing in organizational markets: When is it appropriate?

Blois, Keith

doi:10.1080/0267257x.1996.9964406

Cited by 100 publications

(68 citation statements)

References 12 publications

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“…Actors, the people involved in such relationships seek it seems by their association, to reduce each other's sense of uncertainty through greater partnership. See also Blois (1996).…”

Section: Supply-chains As Partnershipsmentioning

confidence: 99%

Supply Chain Strategies in the UK Fashion Industry—The Rhetoric of Partnership and Realities of Power

Hines

McGowan²

2005

Entrepreneurship Mgt.

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This paper focuses on the fashion industry, one characterised by issues such as dramatic shifts in the scale and power of major retail buyers in the market, the advent of retailer own brands, and the nature of sourcing and supply chain decisions, issues that are increasingly global in nature. The aim of this research is to explore the nature of relationships between UK high street multiple fashion retailers and their contracted suppliers, many of whom are entrepreneurial firms by most definitions of the term. Four core themes emerge from the literature and provide a framework for the research, namely, power, process, partnership, and people. The research approach was qualitative, and conducted over a period of twelve months. The paper ends with an agenda for future research.

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“…Actors, the people involved in such relationships seek it seems by their association, to reduce each other's sense of uncertainty through greater partnership. See also Blois (1996).…”

Section: Supply-chains As Partnershipsmentioning

confidence: 99%

Supply Chain Strategies in the UK Fashion Industry—The Rhetoric of Partnership and Realities of Power

Hines

McGowan²

2005

Entrepreneurship Mgt.

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“…It has also assumed to some extent that relationships are always desirable. However, it is widely acknowledged by scholars and practitioners that relationships are not always desired by customers in all situation (Blois, 1996) and that firm's efforts to maintain such a relationship may lead to customer irritation and costly for the firm in terms of money invested in undesired relationships. Nevertheless, scholars concur that relationship marketing offers a succor and solution to organizations in enhancing customer-firm relationship in this era of ever-increasing competition (Rosenburg & Cant, 2003).…”

Section: Relationship Marketingmentioning

confidence: 99%

“…These authors' claims that customers who prefer discrete transactions feel uncomfortable and manipulated by firms that attempt to engage them in relationships. For a relationship marketing programme to be successful, the customer must be prone to engage in a relationship, which means that he/she must have a relational orientation (Blois, 1996). When a firm is not targeting the right customers, they will be wasting money, efforts and time on undesired relationships.…”

Section: Relationship Marketingmentioning

confidence: 99%

“…This may be attributed to the fact that there are several other factors that could influence the success of the strategy. For instance, Blois (1996) and Fournier et al, (1998) emphasized that the relational orientation of customers is important to the success of relationship marketing. Other factors may include internal marketing activities, availability and functional communication infrastructure and motivation.…”

Section: The Influence Of Gender Identity On the Success Of Relationsmentioning

confidence: 99%

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Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms

Ganiyu¹,

Dixon-Ogbechi²,

Ighomereho³

2013

IJMS

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This paper investigates the role of gender in relationship marketing and the relationship marketing variables that are important in stock brokerage business. A sample of 103 clients of stock brokerage firms operating in Lagos State, Nigeria was examined. The ANOVA result shows that females are better relationship officers while the regression result indicated that gender identity has a significant influence (p-value = 0.025, t = 2.274) on the success of relationship marketing but it is not a sufficient variable to predict the success of relationship marketing strategy as the R-Square value is low (0.049). In addition, all the variables (trust, communication, commitment, support and cooperation) were found to be important. Therefore, it is recommended that stock brokerage firms should consider females for relationship positions and should also put in place the facilities and internal marketing programmes that are needed for its success.

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“…Šiuo skirtingus elementus integruojančiu požiūriu siekiama aprėpti keletą santykių marketingo dimensijų: l) dėmesio sutelkimas į pirkėjų išlaikymą, 2) orientacija į prekių privalumus, 3) ilgalaikė orientacija, 4) aukšto pirkėjų aptarnavimo lygio pabrėžimas, 5) išskirtinis dėme-sys pirkėjams, 6) didėjantis bendradarbiavo su klientais vaidmuo, 7) kokybės svarba įmonės tikslų siekimui. Galima teigti, kad daugelis siūlomų santykių marketingo apibrėžimų apsiriboja siekiamais rezultatais ir nenurodo būtinų sąlygų ir indėlio, kurie leistų įvertinti, ar jų yra laikomasi [16]. Kai kurie tyrėjai bandė pateikti visa apimantį santykių marketingo apibrėžimą ir net sukurti bendrą santykių marketingo teoriją (Morgan, Hunt, Gummesson), tačiau dėl santykių marketingo įgyvendinimo sąlygų specifiškumo nėra ir negali būti vienos bendros santykių marketingo teorijos.…”

Section: Santykių Marketingo Samprata Turinys Ir Evoliucijaunclassified

Santykių marketingas: teoriniai aspektai

Juščius

Navickas

Jonikas

2006

Business: Theory and Practice

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Santrauka. Pastaraisiais metais santykių marketingas jau yra įsitvirtinęs modernioje gamybinio ir paslaugų verslo praktikoje. Lietuvoje ši verslo koncepcija dar tebėra pradinės raidos stadijos. Straipsnyje nagrinėjama santykių marketingo samprata ir jos evoliucija įvairių marketingo teorijų kontekste. Analizuojami pagrindiniai santykių marketingo taikymo principai ir metodai. Atskleidžiamos esminės marketingo santykių taikymo prielaidos ir įtakos veiksniai. Tyrinėjama santykių marketingo specifika paslaugų rinkoje, vertinamos paplitusių santykių marketingo metodų ir formų adaptavimo galimybės šioje sferoje. Daroma išvada, kad santykių palaikymas ir šalių partnerystė padeda formuoti įmonės kompetenciją ir konkurencinį pranašumą. Remiantis pastarųjų metų empiriniais tyrimais teigiama, kad santykių marketingas paslaugų įmonėse tampa itin svarbiu sunkiai nukopijuojamu konkurencinių pranašumų formavimo būdu. Abstract. In recent years relationship marketing has found its place in the practice of modern production and service business. In Lithuania this concept is yet in the first stages of its development. The article focuses on the concept of relationship marketing and its development within the context of various marketing theories. The main principles of application and methods of relationship marketing are analyzed. The key assumptions for using relationship marketing as well as factors of influence are disclosed. The article also examines the specifics of relationship marketing in the service sector, evaluates opportunities for adapting well-known forms and methods of relationship marketing in this field. The authors conclude that maintaining relationships and partnerships between countries helps in formulating company competency and competitive advantages. Actively used relationship marketing increases the value of a company's offerings in the modern market. Based on the finding of recent empirical research the authors claim that relationship marketing for service sector firms is a way of formulating competitive advantages that are important and difficult to replicate.

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Relationship marketing in organizational markets: When is it appropriate?

Cited by 100 publications

References 12 publications

Supply Chain Strategies in the UK Fashion Industry—The Rhetoric of Partnership and Realities of Power

Supply Chain Strategies in the UK Fashion Industry—The Rhetoric of Partnership and Realities of Power

Gender and Relationship Marketing in Nigerian Securities and Stock Brokerage Firms

Santykių marketingas: teoriniai aspektai

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