关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

长江经济带多极网络空间发展格局研究——“经济网络—多增长极—共生关系”分析框架的构建与应用

在区域经济发展过程中,空间极化与空间经济网络发育共进,多个增长极与空间经济网络有机结合和共生形成多极网络空间组织。实施长江经济带发展战略,要把构建和优化多极网络空间发展格局作为一个重点。基于“经济网络—多增长极—共生关系”的分析框架,利用2000—2017年A股上市公司的总部—分支数据构建长江经济带空间经济网络,通过节点度、网络密度、点度中心度、网络连通度等分析其发育水平,并根据城市综合指数（标准化后的节点度与规模加权经济增长率之和）判定增长极范围及其核心城市,进而运用共生度模型检验增长极与空间经济网络之间的共生关系,结果发现：长江经济带的空间经济网络发育水平稳步上升并趋于成熟,同时已形成长三角、长江中游、成渝三大增长极;三大增长极之间的经济联系持续增强,其中,长三角增长极与长江中游增长极的联系强度最大,长三角增长极与成渝增长极次之,而长江中游增长极与成渝增长极的联系强度较小;增长极与空间经济网络之间存在正向非对称互惠共生关系,增长极对空间经济网络的促进大于空间经济网络对增长极的促进,空间经济网络对增长极的促进作用不断增强,而增长极对空间经济网络的促进作用呈现先减弱后增强的趋势。可见,多极网络空间组织在长江经济带已初步形成,应在进一步推动三大增长极加快发展的同时,加强增长极之间的互动,建立多维度多层次的更加紧密的空间经济联系,提升空间经济网络的现代化水平,促进长江经济带多极网络空间发展格局的持续优化。     

浅谈贯通培养项目基础教育阶段和谐师生关系的构建

和谐师生关系是一种较为民主的师生关系,通过班主任和学生之间的心灵沟通和思想交流,实现师生之间人格魅力的互相影响,实现师生双方的和谐发展,以取得较好的教育效果。在贯通培养项目基础教育阶段,能否成功地开展教育,师生关系是一个十分重要的影响因素。哈贝马斯的交往行为理论对和谐师生关系的建立具有一定的启示意义。本文分析了贯通培养项目基础教育阶段和谐师生关系构建的重要性,和谐师生关系的实现需要班主任和学生形成精神交往,通过交流进行互动,实现互相理解。具体交往方式有三种,即分享、对话和理解。在此基础上,提出构建"亦师亦友型师生关系模式"的基本要点。     

基于知识产权的组织间关系网络的演化特征

分析了基于知识产权的组织间关系网络的基本内涵和构成要素,将基于知识产权的组织间关系网络的生命周期划分为5个阶段——创立阶段、成长阶段、成熟阶段、衰退阶段和解散阶段,具体论述了各阶段的组织间关系网络的演化特征。以对450家企业的深度访谈和问卷调查为基础,通过描述性统计分析、因子分析以及多元方差分析来实证研究目标一致性、信息沟通以及信任等关系属性在各阶段的传递规律。研究结果表明,基于知识产权的组织间关系属性的顶峰阶段并非都出现在关系生命周期的成熟阶段。     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

ABSTRACT

Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.     

Consumer relationship fading

This paper explores the phenomenon of consumer relationship fading with a series of three adjacent studies. Analyzing two longitudinal behavioral datasets, Study 1 shows that about one-third of the relationships could be described as fading. Drawing on prior work in the marriage disaffection literature, Study 2 defines relationship fading for the consumer marketing context as a process of gradual decline in consumers' intention to continue their relationship with a brand, generally manifested in negative feelings toward the brand, diminishing frequency and/or volume of transactions with it, and initiation of switching intentions. It further identifies disillusion, disaffection, and crossroads as three distinct fading stages, and outlines boundary conditions. Study 3 observes relationship fading through a diary study approach and finds attitude movement in both positive and negative directions between the stages. Further, while positive attitudes generally decline over the course of the fading trajectory, negative emotions peak at the penultimate fading stage and then level off at the final, crossroads stage. By defining and analyzing consumer relationship fading, we improve understanding of an under-researched, large segment of consumers.     

Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan

This article aims to investigate the impactful effect of relationship quality dimensions (i.e., trust, satisfaction, and commitment) on aspects of loyalty represented by attitudinal loyalty and behavioral loyalty. A quantitative survey method was employed to achieve the objectives of the study. Furthermore, a convenience sampling technique was adopted to select a representative sample from physicians working in the public healthcare sector in Jordan. A total of 500 questionnaires were distributed, and 408 questionnaires were used in the statistical analyses. The data were analyzed by applying structural equation modeling to test the study model, and hypotheses were constructed and tested quantitatively and discussed qualitatively. The results revealed that both aspects of customer loyalty (i.e., behavioral and attitudinal) were affected positively by the overall dimensions of relationship quality (i.e., trust, satisfaction, and commitment), providing a recommendation for pharmaceutical companies in Jordan to focus on improving the relationship quality between their medical representatives and physicians due to the importance of such a factor in improving customer loyalty, which will reflect positively in managing their customers effectively and enhancing future business opportunities.     

Defining Ownership: An empirical assessment of the ownership measures

Ownership is considered to be one of the crucial governance mechanisms; however, there have been no systematic attempts at validating the construct and measures used to operationalize ownership. We review the current understanding of ownership and the measures used by each perspective, namely blockholder/dispersed shareholder perspective, owner identity perspective, and aggregated ownership perspective. We thereafter critique each of these perspectives, offer hypotheses regarding their validity, and empirically assess each ownership measure vis‐à‐vis firm performance outcomes. We utilize a sample of 3,990 US firms to test our hypotheses and find no consistent results for the blockholder measure, or for the owner identity measure. However, the aggregated ownership measure consistently accounts for significant increases in explanation of variance in firm performance. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.     

Governmental Financial Reporting Reforms and Relationship Marketing: An Analysis of International Public Sector Accounting Standards Implementation

This study aims to investigate the effect of the implementation of International Public Sector Accounting Standards (IPSASs) on corruption. This study utilizes a primary data approach based on survey design. The study uses a sample of 255 accountants and auditors in the Nigerian public sector. Multivariate regression analysis r is performed on data gathered from the field of study. The study finds that the implementation of IPSASs significantly affects transparency and accountability favorably at .05 level of significance. The analysis of the result based on the doctrine of Oli–eclectic paradigm, agency and culture theories indicates that improved transparency and accountability in the public sector will enhance relationship marketing.