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).     

The law of one price: a test based on prices for selected inputs in New Zealand agriculture

The law of one price (LOOP) is an essential foundation of both the pure theory of trade and monetary theory. Strictly speaking, the law relates to prices of individual commodities. However, empirical tests of LOOP have often relied on aggregated data. In this paper, a model is derived and estimated using price data for 15 selected inputs in New Zealand agriculture. The results offer no support for the LOOP in the short run, and the results for the long run are mixed. It may be inappropriate, therefore, to assume that the LOOP holds generally in modelling exercises, particularly when models are used for policy purposes.     

Combining Expert Systems and Hypertext: Opportunities and Obstacles

Hypertext discussions are occurring more frequently at expert systems conferences. Hypertext is not an expert system language or expert system shell, but instead it is simultaneously a method of storing and retrieving data. The growing interest in hypertext in the expert system domain is because the combination of hypertext capabilities and expert systems creates a compelling synergistic relationship (Oren, 1987). During a panel discussion at the Second International Symposium on Expert Systems in Business, Finance and Accounting, Bill Swartout compared traditional expert systems to hypertext by saying that the knowledge base (e.g. the production rules) of an expert system can be thought of as formal knowledge and hypertext can be thought of as informal knowledge. This article will demonstrate how this informal knowledge can add power to traditional expert systems by increasing the flexibility of the explanation facilities and thereby the appeal of the system to a broader range of users. The article also will discuss how expert systems can improve the functionality of hypertext systems by adding intelligence to traditional hypertext systems. This article is divided into three sections. The first describes basic hypertext concepts. The second section shows how hypertext can enhance expert systems and, conversely, how expert systems can enhance hypertext systems. The final section discusses some potential problems and concerns that must be considered when designing a hypertext system.     

Opportunistic tendencies in IJVS with the Japanese: The effects of culture,shared decision making,and relationship age

This study investigated how partners' self-reported opportunism and shared decision making varied by culture in international joint ventures (IJVs) with the Japanese. Data were gathered by a mail survey of senior officials in IJVs located in 11 host countries. Significant differences were found between partners from Western cultures and the Japanese, but not between other Asians and the Japanese. Indirect effects suggest that shared decision making neutralizes cultural tendencies toward opportunism. Results indicated that opportunistic tendencies did not diminish as the IJV relationship aged, and that shared decision making did diminish as the relationship aged.     

Trends in international business thought and literature: Parallels between the east and the west: The teachings of ancient Chinese philosophers and the echoes from western management theorists

This article aims to bridge the gap between an oriental culture and a western approach to management concepts and practice with a view to exploring a culturally fit style of management for China. Comparisons are drawn between the teachings of early Chinese philosophers and scholars with those of their western counterparts. It is envisaged that hidden links may be eventually found so that management as a universal concept with cultural variations may be the trend in the nineties and beyond.     

On the adequacy of single‐stock futures margining requirements

Unlike the traditional futures contract risk‐based approach to margining, new security futures contracts are margined under a strategy‐based margining system similar to that which applies in the equity options markets. As a result, these new margin requirements are potentially much less sensitive to changes in market conditions. This article performs a simulation to evaluate whether these alternative margining methodologies can be expected to produce comparable outcomes. The analysis suggests that a 1‐day settlement period will likely lead to collection of customer margins that are virtually always greater than that which its traditional risk‐based counterpart would require. A 4‐day settlement period would lead to margin requirements that both significantly under‐ and overmargin relative to a comparable risk‐based system. This study argues that exchanges may approach the preferred probability of customer exhaustion by managing margin settlement intervals. Thus, the new strategy‐based rules, in and of themselves, will not necessarily inhibit new security futures trading activity. © 2003 Wiley Periodicals, Inc. Jrl Fut Mark 23:989–1002, 2003     

THE EFFECT OF INVESTMENT IN INTERORGANIZATIONAL INFORMATION TECHNOLOGY IN A RETAIL SUPPLY CHAIN

The primary purpose of this research was to investigate the effect of investment in information technology in a supply chain. The results of that investigation are presented by focusing on an empirically tested supply chain relationship model containing both behavioral and operational constructs. The four behavioral constructs represented in the model are relationship trust, relationship commitment, relationship dependence, and long‐term relationship orientation. The four operational constructs represented in the model are retailer investment in interorganizational information technology, perceived supplier investment in interorganizational information technology, logistics efficiency, and logistics effectiveness. Among other findings, the results of the investigation found that perceived supplier investment in interorganizational information technology has a significant and positive effect on logistics efficiency.     

THE LAST MILE: AN EXAMINATION OF EFFECTS OF ONLINE RETAIL DELIVERY STRATEGIES ON CONSUMERS

The Internet has increased the level of importance of the end‐consumer market to transportation carriers. In two between subject experiments, carrier disclosure on retail merchant websites is examined as a strategic differentiation strategy. Predictions are offered concerning effects of carrier disclosure strategies on product delivery‐related expectations, consumer attitudes, and intentions to purchase a product online. Results from Study 1 reveal significant differences between disclosure and nondisclosure of the carrier for numerous product delivery‐related variables, as well as many differences between the six carriers examined in this first study. Study 2 extends these findings by showing that providing consumers with a choice of carrier leads to increased levels of satisfaction with the online experience and greater willingness to buy, relative to nondisclosure and disclosure strategies.