relational marketing (rm) is one of the recent concepts in marketing field and aims to increase relationship between industry and consumers to introducing their needs and create maximum value for consumers and firms by offering products and concepts according to their needs. as hospitality industry is one of the most competitive industries and its success is hardly depends on competitive advant...

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies ...

With the development of internet, some online social communities have been founded, most people, in such online social communities, have good relationships with the other people, they believe in each other and share a lot of business experience. Relational marketing, based on online social marketing, becomes an important marketing channel. In this paper, relationship quality is defined as the m...

Profitability for leading corporations depends on increasing revenue while containing advertising and marketing costs. In an effort to acquire a complete customer profile, many organizations have created large, customer-centric relational databases. After compiling and centralizing customer data, companies are faced with the challenge of translating volumes of customer data into knowledge that ...

Internal marketing has been applied to organizational employees to foster their shared understanding. This study proposes a multilevel model to depict the causal relationships of market orientation behavior (MOB) with internal marketing, knowledge integration, relationship quality, relational bond (RB), and organizational citizenship behavior (OCB). A total of 471 valid responses from employees...

Much of the published work in the field of relationship marketing is normative and descriptive. Only a limited amount of empirical work has been conducted. That which has been carried out demonstrates the gap between the academic and practitioner domains. The “paradigm shift” widely proposed in the literature is not yet demonstrated in practice, with companies being shown to adopt a range of ma...

This study aims to analyze the effect of relational marketing and customer trust on satisfaction at 2A Computer Embroidery. type research is quantitative using SPSS version 17.0 analysis. The sampling technique used in this non-probability sampling, namely subjective by researcher respondents were Embroidery customers. results indicate that: a). Relationship has an 6.1%. b). Customer 23.6%. Rel...

Purpose – Drawing on resource-advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with...