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Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis

Published on Oct 1, 2006in Journal of Marketing7.82
· DOI :10.1509/jmkg.70.4.136
Robert W. Palmatier30
Estimated H-index: 30
(UC: University of Cincinnati),
Rajiv P. Dant30
Estimated H-index: 30
(College of Business Administration)
+ 1 AuthorsKenneth R. Evans26
Estimated H-index: 26
(MU: University of Missouri)
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Abstract
Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many of the authors’ findings have significant implications for research and practice. Relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance. Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment. The results also suggest that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business markets) and when relationships are built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies).
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  • References (59)
  • Citations (1553)
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References59
Newest
Brock Smith6
Estimated H-index: 6
(UVic: University of Victoria)
Abstract Although a key objective of relationship marketing is building strong bonds with customers, there is little empirical research into the antecedents and consequents of relational bonds. Women are increasingly assuming key boundary-spanning roles in organizations, and understanding the extent to which sex differences affect relationship processes and outcomes is an important management issue. This study develops hypotheses linking relationship quality, relational bonds, facets of relation...
Published on May 1, 2007in Journal of Marketing Research4.20
Robert W. Palmatier30
Estimated H-index: 30
(UC: University of Cincinnati),
Lisa K. Scheer18
Estimated H-index: 18
(MU: University of Missouri),
Jan-Benedict E. M. Steenkamp61
Estimated H-index: 61
(UNC: University of North Carolina at Chapel Hill)
Abstract In a study of 362 buyer–salesperson dyads using triadic data (from buyer, salesperson, and sales manager), the authors examine both a customer's overall loyalty to the selling firm and the customer's loyalty vested specifically in his or her salesperson. They find that only salesperson-owned loyalty, a newly identified construct, directly affects the more tangible seller financial outcomes of sales growth and selling effectiveness, whereas both salesperson-owned loyalty and loyalty to t...
Published on Oct 1, 2005in Journal of Marketing7.82
Raji Srinivasan16
Estimated H-index: 16
(University of Texas at Austin),
Christine Moorman31
Estimated H-index: 31
(Duke University)
Abstract Academic studies offer a generally positive portrait of the effect of customer relationship management (CRM) on firm performance, but practitioners question its value. The authors argue that a firm's strategic commitments may be an overlooked organizational factor that influences the rewards for a firm's investments in CRM. Using the context of online retailing, the authors consider the effects of two key strategic commitments of online retailers on the performance effect of CRM: their ...
Published on Mar 1, 2005in Psychological Methods8.19
Mike W.-L. Cheung28
Estimated H-index: 28
(HKU: University of Hong Kong),
Wai Chan19
Estimated H-index: 19
(CUHK: The Chinese University of Hong Kong)
To synthesize studies that use structural equation modeling (SEM), researchers usually use Pearson correlations (univariate r), Fisher z scores (univariate z), or generalized least squares (GLS) to combine the correlation matrices. The pooled correlation matrix is then analyzed by the use of SEM. Questionable inferences may occur for these ad hoc procedures. A 2-stage structural equation modeling (TSSEM) method is proposed to incorporate meta-analytic techniques and SEM into a unified framework....
Published on Jan 1, 2005in Psychological Methods8.19
Carolyn F. Furlow2
Estimated H-index: 2
(University of Texas at Austin),
S. Natasha Beretvas24
Estimated H-index: 24
(University of Texas at Austin)
Three methods of synthesizing correlations for meta-analytic structural equation modeling (SEM) under different degrees and mechanisms of missingness were compared for the estimation of correlation and SEM parameters and goodness-of-fit indices by using Monte Carlo simulation techniques. A revised generalized least squares (GLS) method for synthesizing correlations, weighted-covariance GLS (W-COV GLS), was compared with univariate weighting with untransformed correlations (univariate r) and univ...
Published on Jan 1, 2004in Journal of Marketing7.82
Stephen L. Vargo46
Estimated H-index: 46
(UMD: University of Maryland, College Park),
Robert F. Lusch52
Estimated H-index: 52
(UMD: University of Maryland, College Park)
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for ma...
Published on Jan 1, 2004in Journal of Applied Psychology5.07
Shu Fai Cheung19
Estimated H-index: 19
(CUHK: The Chinese University of Hong Kong),
Darius K.-S. Chan11
Estimated H-index: 11
(CUHK: The Chinese University of Hong Kong)
In the present article, a commonly used meta-analytic procedure for handling dependent effect sizes from a single sample was examined, and 2 revised procedures that estimate and incorporate the degree of interdependence were proposed. The authors' simulation results reveal that the commonly used procedure that averages the effect sizes from a single sample (denoted as the samplewise procedure) underestimates the degree of heterogeneity. The proposed variations are less biased than the samplewise...
Published on Jan 1, 2004
Frank L. Schmidt72
Estimated H-index: 72
,
John E. Hunter61
Estimated H-index: 61
Methods of Meta-Analysis , Methods of Meta-Analysis , کتابخانه مرکزی دانشگاه علوم پزشکی ایران
Published on Jan 1, 2003in Harvard Business Review5.69
Frederick F. Reichheld8
Estimated H-index: 8
(Katholieke Universiteit Leuven)
Would you recommend this company to a friend or colleague? Research shows that the answer to this simple question is a better predictor of customer loyalty- and corporate growth-than the complex statistical findings of the typical customer satisfaction survey.
Published on Jan 1, 2003in Journal of Marketing7.82
Werner Reinartz30
Estimated H-index: 30
(UConn: University of Connecticut),
Vikas Kumar1
Estimated H-index: 1
(UConn: University of Connecticut)
Abstract The authors develop a framework that incorporates projected profitability of customers in the computation of lifetime duration. Furthermore, the authors identify factors under a manager’s control that explain the variation in the profitable lifetime duration. They also compare other frameworks with the traditional methods such as the recency, frequency, and monetary value framework and past customer value and illustrate the superiority of the proposed framework. Finally, the authors dev...
Cited By1553
Newest
Published on Dec 1, 2019in Food Quality and Preference3.68
Edward Shih-Tse Wang15
Estimated H-index: 15
(NCHU: National Chung Hsing University),
Ming-Chieh Tsai (NCHU: National Chung Hsing University)
Abstract Because numerous food safety problems have gained public attention, consumers are now focused on food safety and nutrition as well as health benefits. While traceability is considered the most effective intervention to ensure food safety, understanding how to encourage consumers to purchase traceable fresh food (TFF) is crucial in developing the safe food market. A questionnaire survey was conducted in Taiwan to explore the effects of the perception of TFF safety and nutrition on percei...
Janice M. Payan13
Estimated H-index: 13
(UNC: University of Northern Colorado),
Carmen Padín Fabeiro8
Estimated H-index: 8
(University of Vigo)
+ 1 AuthorsGöran Svensson34
Estimated H-index: 34
(Oslo School of Management)
While collaboration between business partners can generate enhanced outcomes, little is known about how the components of collaboration work. The action alignment component of collaboration includes both coordination (or joint activities) and economic satisfaction since they are both tangible concrete concerns. The social alignment component of collaboration includes sub-elements of both cooperation (or a spirit of willingness to work together) and non-economic satisfaction because both are inta...
Published on Nov 1, 2019in Journal of Business Research4.03
Jeremy S. Wolter4
Estimated H-index: 4
(AU: Auburn University),
Todd J. Bacile4
Estimated H-index: 4
(Loyola University New Orleans)
+ 1 AuthorsMichael Giebelhausen (Clemson University)
Abstract The current research examines the difference between strong self-relevant (SR) customer-brand relationships (as represented by brand identification and self-brand connection) and strong self-neutral (SN) brand relationships (as represented by quality, satisfaction, and trust) in the context of service failure and recovery. Whereas strong SR relationships foster a sense of entitlement in customers after service failure, strong SN relationships foster forgiveness. As a result, SR relation...
Shaked Gilboa7
Estimated H-index: 7
(Ruppin Academic Center),
Tali Seger-Guttmann3
Estimated H-index: 3
(Ruppin Academic Center),
Ofir Mimran (Ruppin Academic Center)
Abstract The current study explores what defines customer experience in small businesses. Unlike the technology-oriented customer experience characterizing large enterprises, small businesses’ distinctive customer experience lies in their human interaction with customers. Two aspects of relationship marketing, namely, social relationship and personal care, have been found to be crucial components of this experience. Combining in-depth interviews with small business owners and customers, as well ...
Published on Jul 2, 2019in Journal of Global Marketing
Hua Dai (CSU: California State University), Tao “Eric” Hu (CSU: California State University), Yue “Jeff” Zhang (CSU: California State University)
Published on Oct 1, 2019in Journal of Business Research4.03
Qingqing Bi1
Estimated H-index: 1
(Cant.: University of Canterbury)
Abstract Despite a number of empirical studies showcasing the power of online customer communities in fostering customer loyalty, the underlying theoretical foundations for this phenomenon remain unclear. Drawing upon psychological contract theory, this study aims to provide a new perspective to understand the exchange relationship between e-retailers and customers through online customer communities. The proposed research model extends the classic trust-commitment framework and incorporates the...
Published on May 17, 2019in International Journal of Bank Marketing
Fernando de Oliveira Santini6
Estimated H-index: 6
(Universidade do Vale do Rio dos Sinos),
Wagner Junior Ladeira6
Estimated H-index: 6
(Universidade do Vale do Rio dos Sinos)
+ 1 AuthorsMateus Canniatti Ponchio6
Estimated H-index: 6
(Escola Superior de Propaganda e Marketing)
Hung-Che Wu15
Estimated H-index: 15
(SYSU: Sun Yat-sen University),
Ching-Chan Cheng10
Estimated H-index: 10
+ 1 AuthorsGuowei Chen (SYSU: Sun Yat-sen University)
Abstract This study aims to examine the relationships between the restaurant attachment dimensions, the experiential relationship quality dimensions and experiential relationship intentions. A convenience sample of 492 single customers who dined at one single friendly restaurant in Taipei City of Taiwan was surveyed. The results will assist single friendly restaurant management in developing and implementing market-orientated service strategies to increase perceptions of restaurant dependence, r...
Published on Jul 9, 2019in Journal of Marketing7.82
Andreas Eggert22
Estimated H-index: 22
,
Lena Steinhoff3
Estimated H-index: 3
,
Carina Witte1
Estimated H-index: 1
Gift giving is an effective means to strengthen interpersonal relationships; it also may initiate and enhance customer–brand relationships. Through a field study conducted with an international mon...