Despite the vital role of information in relational-oriented firms, there are limited studies on the impact of information quality on relationship marketing. To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency. The...

the purpose of this research is to evaluate the effective factors on relational marketing in mature relationships between buyer-seller. transaction versus relationship has been considered as a very important topic for research. in this research, marketing strategies are evaluated from two perspectives. the first view is marketing mix management (transactional marketing). transactional marketing...

The relevance of transactional and relational marketing variables in relational exchanges is now well established in the marketing literature. However, the knowledge about their relative effectiveness and their optimal mix over time remains very sparse. An analytical model is proposed to help determine optimal decision rules for transactional and relational marketing efforts. Some of the main r...

nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. in the literature on organizational behavior, this belief is defined as the “psychological contract”. the intention of this mixed research is to identify and discover the contents of p...

The authors propose an analytic model that deals with both behavioral considerations between exchange partners and the determination of relational marketing efforts over time. On the basis of the behavioral marketing literature, they consider three main factors that drive the levels of relational commitments between two exchange partners: the trust/distrust component, the opportunism component,...

The present study aimed to evaluate the effect of social media marketing on online shopping of customers based on mediating role of value capital, relational capital and brand capital by path analysis method. 169 students of Tehran University were included in this study. They filled out the questionnaires of social media marketing, value capital, relational capital, brand capital and eshopping ...

Marketing has long had a place in the planning and management of public sector recreation. In particular, the use of market segmentation has allowed leisure providers to better understand their clients’ needs and to tailor their services to the diversity of those needs. However, the use of marketing approaches is not without controversy and is sometimes perceived to be at odds with the public s...

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...

The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets BY Kihyun Kim April 13, 2016 Committee Chair: Dr. V. Kumar Major Academic Unit: Marketing Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on t...

The study aligns marketing intelligence approaches with website performance assessment for evaluating the effectiveness of a company’s relational marketing strategies (RMS) in the performance of its corporate website. We develop a web mining based methodology that combines a classification procedure with discriminant analysis for analyzing clickstream data. Furthermore, we integrate managerial ...