Marketing Relationship Management: Antecedents to Survival and Dissolution

ABSTRACT

Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive.

In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is offered, wherein conflict response behaviors are shown to be predictive of not only survival but also the quality of a relationship. Here, the PSF is proposed and tested. Support is found for the framework and theoretical and managerial implications are discussed.     

单帧编码结构光模式分类及其典型应用

根据编码模式生成机理的不同,对单帧编码结构先进行了新分类,分析了技术特点及发展趋势.M阵列编码是一种典型的单帧模式,设计了一种基于M阵列的单帧符号编码结构光模式.重建目标实验表明,可以获得物体较为光滑、完整的三维形廓,丰富、拓展了单帧结构光技术.     

习语翻译中的关联缺失与关联重建

由于交际语言、交际对象及认知语境的变化,习语翻译过程中出现关联缺失现象,译者在尽力保留源习语语言、文化意义及交际意图的同时,应充分考虑译文读者的认知语境,采用灵活手段在译文中重建关联。     

民间音乐在新农村思想文化建设中的作用及发展途径

民间音乐是民族民间文化的组成部分,凝聚着中华传统文化的精华.应正确认识民间音乐的价值和作用,充分挖掘蕴藏在农村传统民间文化的精髓,激发农村文化活力,使其更好的服务于新农村建设.     

浅谈装修改造工程之造价控制

装修改造能体现企业对职工生活的关心和着力改善职工生活条件的愿望,同时也能为企业注入时代气息,展示现代企业的良好形象。但这种装修改造同新建工程一样,其造价控制应贯穿于决策、设计、招标、施工和结算的各个环节。作者以现场管理者的角度,对装修改造工程实施阶段的造价控制加以论述。     

依靠技术改造矿井 增加企业发展后劲

通过技术改造,广西右江矿务局长岭煤矿产量连年上升。文章分析了技术改造过程及其经济效益。     

The role of customer gratitude in making relationship marketing investments successful

This paper recognises that customer loyalty is important for many competitive organisations, and that retail firms make investments to build and maintain loyal relationships with their existing and potential customers (e.g. loyalty programs). However, there has been little focus on the mechanisms by which these relationship investments operate to achieve customer loyalty. This paper examines one mechanism, namely customer gratitude, which works to make a firm’s relationship marketing investment a success or a failure. Using data from 1600 undergraduate students, this study empirically confirms the mediating role of customer gratitude between the customers’ perceptions a firm’s relationship marketing investments and customers’ perceptions of the value of the relationship with the firm. Further, a significant moderating effect of perceived benevolence on the relationship between customers’ perceptions a firm’s relationship marketing investments and customer gratitude was identified. For theorists, this customer gratitude model offers a better psychological explanation of how relationship marketing investments operate to improve the value that customers place on their relationships with retailers. Our research suggests that managers should invest resources to stimulate customer gratitude in order to build strong customer–seller relationships.     

改制企业党建与思想政治工作的思考

文章阐述了改制企业党建与思想政治工作存在的问题，并提出了对策和措施。     

当信仰遭遇危机……——陈映真20世纪80年代的思想涌流析论（二）

本文的核心关切不是20世纪80年代陈映真正面展开的诸具体知识、思想、文学、文化论述实践，而是隐含在这些后面的——被六七十年代陈映真热烈理想化的中国大陆毛泽东时代社会主义实践，特别是“文化大革命”的规划与实践，因“文革”后中国大陆自身对其中问题的检讨与不义、残酷的揭露，而引发的对陈映真的冲击和他因之产生的思考、观念的调整与摸索。致力于这样一种角度，是因为从这一角度所能引出的整理与揭示，不仅有助于我们对80年代陈映真诸具体知识、思想、文学、文化实践内蕴有更精准的理解，更重要的是，只有如此，我们才能准确地揭示80年代陈映真诸具体知识、思想、文学、文化实践背后更内在的观念型构与感受型构，而这揭示本身便有着重要的思想认知价值。     

Estimating cellphone providers' customer equity

This paper provides insights about how customer equity estimates can help businesses monitor the competition as well as aid managers in making their marketing investment decisions, and how companies can employ their marketing investments to maximize current and future yield/returns. The article concerns itself with the current offer of cellphone providers and their main products. The research includes survey data through interviews with 302 cellphone users of Sao Paulo, Brazil. The study uses this data combined with a number of economic assumptions and a financial marketing model to create an insight in customer equity values of cellphone providers in the region. The scenario dated October 2005 is that the estimated customer equity of the service provider Vivo is, respectively, 93 and 91% larger than those of competing providers Claro and TIM. The research underlines that on average the customer equity flowing from the post-paid segment is 3.5 times larger than that of the pre-paid. In addition to these results the study provides the customer lifetime value (CLV) estimates for Claro's, TIM's and Vivo's pre- and post-paid customers and analyzes the retention and loss figures of CLV. Also a discussion follows of the implications that these values will likely have for the companies' marketing strategy.