Relationship marketing in consumer markets: Antecedents and consequences

Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological comfort. They also engage in relational market behavior because of family and social norms, peer group pressures, government mandates, religious tenets, employer influences, and marketer policies. The willingness and ability of both consumers and marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers abuse the mutual interdependence and cooperation. He has published more than 200 books and research papers in different areas of marketing. His bookThe Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has recently published two scholarly books:Marketing Theory: Evolution and Evaluation (1988) andConsumption Values and Market Choices (1991). He is on the editorial boards of at least a dozen scholarly journals in marketing, international business, and quantitative methods; he is also series editor ofResearch in Marketing (JAI Press). Prior to joining Emory, he was an associate professor of marketing at XLRI Jamshedpur in India. He received his M.B.A. and Ph.D. from Banaras Hindu University, India. He has authored a number of articles in the area of international marketing, business alliances, and environmental marketing. He is coeditor ofResearch in Marketing (Annual Series, JAI Press) and serves on the editorial review board ofInternational Marketing Review.     

现代女性消费心理与营销策略

在我国，女性消费心理随着社会的发展而发生了重大变化。同时，女性消费者是市场中最为活跃的主角，她们在购买活动中起着特殊作用。因此，研究现代女性消费心理特征对于市场营销有着重大意义。本文就现代女性消费心理与营销策略谈谈自己的看法。     

Exploring the implications of the internet for consumer marketing

Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels. This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets. The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers. This is done by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the Internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them. The article concludes with a series of questions designed to stimulate the development of theory and strategy in the context of Internet-based marketing. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and is the Charles E. Hurwitz fellow at the University of Texas at Austin. A former editor of theJournal of the Academy of Marketing Science andJournal of Marketing Research, he currently chairs the board of governors of the Academy of Marketing Science. His research interests include the competitive and cooperative interface between electronic and traditional retail channels, customer equity modeling, and the application of options theory in marketing. His research interests are psychological models of economic behavior, consumer choice and choice protocols, and advertising. His work has been published in theJournal of Marketing Research, Marketing Science, Journal of Retailing and Consumer Service, andR&D Management.     

Reflections on relationship marketing in consumer markets

Conclusion The article by S&P is a landmark in the evolution of relationship marketing concepts. Much of what has been done in the past has addressed narrow aspects of relationship marketing or else has taken for granted the meaning of marketing relationships. S&P set the agenda for future work and give us many provocative ideas for pursuing relationship marketing topics. Their synthesis and integration of ideas from disparate literatures and their proposal for the underlying motivation for entering marketing relationships do much to delineate the direction researchers should take in the future. Before we go too far down any one path, however, we should redouble our efforts to specify exactly what is a marketing relationship. Then we would have the foundation to follow the path so eloquently forged by Jagdish Sheth and Atul Parvatiyar. He was formerly on the faculties of Stanford University, Massachusetts Institute of Technology, and the University of California, Berkeley. His Ph.D. is from Northwestern University. He is currently doing research on the theory of action, volitional processes, and emotional behavior in marketing.     

Relationship marketing and distribution channels

The interest of practitioners and academics in channel relationship management has shifted from corporate channel structures and relationships in conventional channels governed by use of power to relationships between independent firms involving contractual and normative control mechanisms. In this article, we identify several factors leading to this change of interest, propose a scheme for classifying channel relationship research based on control mechanisms, and suggest areas for future research involving the use of contractual and normative control mechanisms in conventional channel relationships. He is the former editor of theJournal of Marketing Research, an academic trustee of the Marketing Science Institute, and a member of the Direct Selling Education Foundation Board of Directors. His research on channel and sales management issues and personal selling effectiveness has been published in theJournal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Marketing Science, andAdministrative Science Quarterly. He is the co-author of three textbooks,Retailing Management, Essentials of Retailing, andPersonal Selling: Building Partnerships. She received her Ph.D. from the University of Florida. Her research interests are in the area of channel relationship management, particularly decision-making processes, coordination, and relationship dynamics.     

Relationship marketing: The strategy continuum

Conclusion Few service firms will apply a pure transaction marketing strategy. Even highly standardized service operations include direct contacts with customers, and the customers do perceive the production and delivery process. Hence there are part-time marketers and functional quality effects, so we cannot talk about a pure transaction marketing situation. However, the more standardized the process is, the more dominating is the core service and the technical quality of the outcome of the production and delivery process and the less difficult it is to manage the personnel from a marketing point of view. Firms can position their strategic approach along the strategy continuum, and the more a relationship-type strategy is called for, the more has to be invested in interactive marketing, the functional quality impact, and internal marketing. In such a situation, it is at the same time more important to create information systems where the firm is managing its customer base directly and not relying on market share statistics and ad hoc customer surveys. Christian Gr?nroos, a former visiting professor at Arizona State University and a research fellow at the First Interstate Center for Services Marketing there, is currently a professor of marketing at the Swedish School of Economics and Business Administration in Finland, where he also is head of the marketing department. He has published extensively within the areas of service management and marketing and relationship marketing. He has published seven books and numerous articles in English, German, Spanish, Italian, Portuguese, Russian, Chinese, Dutch, Finnish, Swedish, Danish, and Norwegian.     

The consumer production journey: marketing to consumers as co-producers in the sharing economy

Journal of the Academy of Marketing Science - New digital technologies not only support consumers in better fulfilling their own consumption needs but also enable them to create greater value for...     

The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice

The Behavioral Perspective Model of purchase and consumption (BPM) portrays the rate at which consumer behaviors take place as a function of the relative openness of the setting in which they occur and the informational and hedonic reinforcement available in or promised by the setting. Each of eight combinations of contingencies based on these explanatory variables is uniquely related to a specific mode of observed consumer behavior. By providing an environmental perspective on consumer behavior, the model makes a critical contribution to the development of contemporary consumer research that frequently decontextualizes its subject matter. It also presents an innovative conceptualization of the nature of marketing strategies.     

The nature and measurement of marketing productivity in consumer durables industries: A firm level analysis

Improving productivity is a major concern in American industry. Efforts to enhance marketing productivity have been hampered by a lack of a clear conception of what constitutes productivity in the marketing area and an associated absence of standards or benchmarks with which to compare a firm’s performance and costs. In this paper a concept of marketing productivity is presented. The PIMS data base is then used to develop situation specific benchmarks for the consumer durables industries. Reliability and validity tests of the benchmarks are presented and the managerial implications of this approach are discussed. U S WEST, Inc.     

零售企业服务补救与顾客满意关系实证研究

零售企业作为典型的服务提供者,在服务过程中出现服务失败和顾客不满是不可避免的,这就要求企业对其失误进行补救,最大限度的降低顾客的不满,这就是服务补救。服务补救适当可以重建顾客满意,留住顾客,赢得“二次成功”。研究结果检验了零售企业的补救措施对于顾客满意的影响,以及顾客满意度形成过程中顾客感知公平的中介作用,并提出了相应的对策。     

The influence of cause-related marketing on consumer choice: Does one good turn deserve another?

Are consumers more likely to select brands offered by companies that engage in cause-related marketing (CRM)? Somewhat surprisingly, little evidence exists that directly addresses this issue. Accordingly, the present examination investigates whether and when CRM efforts influence consumer choice. The results from several studies indicate that information regarding a company’s support of social causes can affect choice. However, CRM’s influence on choice is found to depend on the perceived motivation underlying the company’s CRM efforts as well as whether consumers must trade off company sponsorship of causes for lower performance or higher price. The results also indicate that CRM cues affect choice primarily through compensatory strategies involving trade-offs rather than through noncompensatory strategies. Implications of the current findings for existing theory are discussed along with directions for future research.     

Relationship marketing of services—growing interest,emerging perspectives

Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions. holds the J. C. Penney Chair of Retailing Studies, is a professor of Marketing, and is director of the Center for Retailing Studies at Texas A&M University. He is a former national president of the American Marketing Association. His research interests are services marketing, service quality, and retailing strategy. He has published numerous journal articles and books, includingDelivering Quality Service: Balancing Customer Perceptions and Expectations (Free Press, 1990),Marketing Services: Competing Through Quality (Free Press, 1991), andOn Great Service: A Framework for Action (Free Press, 1995).     

Linking consumer behavior constructs to international marketing strategy: A comment on wills,samli, and jacobs and an extension

In a 1991 article by Wills, Samli, and Jacobs, a new approach to international marketing strategy development was presented. Two micro constructs, involvement and learning theory, and two macro constructs, cultural context and the diffusion process, were linked in an integrative matrix summarizing various tactics for promoting and distributing a VCR around the world, within the bounds of a global marketing strategy. This comment sharpens the focus and extends the thrust of their work. It examines their proposed research agenda, clarifies certain constructs, and suggests a reformulated approach to theory development. It also proposes an approach to segmenting the world market for VCRs, incorporating four levels of felt involvement and two rates of product learning. Finally, suggestions for future research are outlined. She received a Ph.D. in International Marketing from Bradford University Management Centre, England, and is bilingual in English and French. She has taught in England, France, and Morocco, and has published in theJournal of the Market Research Society, Journal of the Operational Research Society, Journal of the Academy of Marketing Science, Journal of Business Research, International Marketing Review, Advances in International Marketing, International Journal of Advertising, European Journal of Marketing, and theJournal of Business and Industrial Marketing.     

The physician and the marketing concept

Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.     

Elevating marketing: marketing is dead! Long live marketing!

Marketing must be elevated to a higher level of consciousness. A consciousness that grows beyond solving small, immediate problems to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation system. The discipline, in theory and practice, must move beyond a narrow focus on customers to a broader concern for them as citizen-consumers. This necessitates a recommitment of marketing to its fundamental purpose in society, which is improving the standard of living for all citizens by co-creating value at all levels within a socio-economic system. An elevated (systems) concept of marketing must focus on micro, meso and macro systems with an understanding of the purpose and shared vision for each system, a clear identification of responsibilities, and a focus on resource effectiveness and efficiency.     

Leisure and consumer behavior

The topic of consumer's leisure-time behavior is receiving increasing attention by marketers as Americans' leisure-related spending rapidly approaches the $200 billion level. This paper first examines the concept of “leisure” and then reviews various measurement issues. It concludes with several marketing implications and suggested issues needing further research.     

市场营销

什么是市场营销?简单讲就是通过调查市场、创造需求、引导生产、销售商品、协调关系的过程使企业的产品满足顾客的需求.……