The Evolution of Relationship Marketing

Sheth, Jagdish N.; Parvatiyar, Atul

doi:10.4135/9781452231310.n5

Cited by 240 publications

(318 citation statements)

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“…Sheth and Parvatiyar claim that the application of relationship marketing to the consumer is logical. 7 'When producers and consumers directly deal with each other, there is a greater potential for emotional bonding that transcends economic exchange. They can understand and appreciate each others' needs and constraints better, are more inclined to cooperate with one another, and thus, become more relationship oriented.…”

Section: Relationship Marketing Constructsmentioning

confidence: 99%

Defining business-to-consumer relationships: The consumer's perspective

Sorce

Edwards²

2004

J Database Mark Cust Strategy Manag

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Section: Relationship Marketing Constructsmentioning

confidence: 99%

Defining business-to-consumer relationships: The consumer's perspective

Sorce

Edwards²

2004

J Database Mark Cust Strategy Manag

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“…This is in line with the paradigm shift in marketing where the focus has shifted from transactional marketing to marketing approaches focusing on building and retaining relationships with the customers (e.g. Dwyer et al 1987, Grönroos 1991, Sheth & Parvatiyar 1995. However, CRM does not focus exclusively on the establishment and maintenance of close, collaborative exchange relationships, contrary to RM.…”

Section: -Degree View Of Its Customersmentioning

confidence: 86%

“…Dwyer et al 1987, Grönroos 1991, Sheth & Parvatiyar 1995. Along with this paradigm shift, customer relationship management (CRM) has gained widespread popularity in the fields of many disciplines and industries (e.g.…”

Section: Introductionmentioning

confidence: 99%

Mobile Customer Relationship Management: a communication perspective

Sinisalo

Karjaluoto

2007

IJECRM

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This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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“…2,3 It is widely documented in the literature on CRM that keeping existing customers is more profitable than attracting new customers and it is easier and less expensive to sell incremental products/services to current customers. [4][5][6] CRM comprises the business processes, the technologies and the rules required to interact with a customer at various stages of the business life cycle.…”

Section: Literature Review: the Philosophy Of Customer Relationship Mmentioning

confidence: 99%