TY - JOUR
T1 - The economic impact of relationship bonding tactics
T2 - A research agenda
AU - Rizal, null
N1 - Publisher Copyright:
© 2018 International Strategic Management Association. All rights reserved.
PY - 2018
Y1 - 2018
N2 - The shifting of the transactional marketing paradigm into relational marketing has been paid more attention, particularly concerning the need to trace what the relational dimensions are that can bring superior financial performance. The research on relational marketing that focuses on relation quality is one area of research that is being developed from the relational marketing perspective. Nevertheless, there are still few research projects that give a complete explanation of the impact of the relational quality (satisfaction, trust, commitment) on the company’s financial performance. Therefore, we need to explore and scrutinize the financial impact with respect to the relational quality of the company-customer relationship. The relational quality of the company-customer relationship is influenced by various customer-attracting tactics, which eventually have the potential to create a behaviour (the length of the relationship, cross purchase, up-grade, customer asset management (CUSAM)), as well as influencing a customer’s attitude (positive word of mouth (WOM), price insensitivity, a tendency to not move away to another company). This conceptual p33 aper is intended to retrace the financial impact (return on investment (ROI)) and the stakeholder’s value (Tobin’s Q) from the relationship bonding tactics with respect to the relationship quality and CUSAM through the development of a conceptual framework that is able to explain the phenomenon.
AB - The shifting of the transactional marketing paradigm into relational marketing has been paid more attention, particularly concerning the need to trace what the relational dimensions are that can bring superior financial performance. The research on relational marketing that focuses on relation quality is one area of research that is being developed from the relational marketing perspective. Nevertheless, there are still few research projects that give a complete explanation of the impact of the relational quality (satisfaction, trust, commitment) on the company’s financial performance. Therefore, we need to explore and scrutinize the financial impact with respect to the relational quality of the company-customer relationship. The relational quality of the company-customer relationship is influenced by various customer-attracting tactics, which eventually have the potential to create a behaviour (the length of the relationship, cross purchase, up-grade, customer asset management (CUSAM)), as well as influencing a customer’s attitude (positive word of mouth (WOM), price insensitivity, a tendency to not move away to another company). This conceptual p33 aper is intended to retrace the financial impact (return on investment (ROI)) and the stakeholder’s value (Tobin’s Q) from the relationship bonding tactics with respect to the relationship quality and CUSAM through the development of a conceptual framework that is able to explain the phenomenon.
KW - CUSAM
KW - Marketing-finance interface
KW - Relationship bonding tactics
KW - Relationship quality
UR - http://www.scopus.com/inward/record.url?scp=85045991127&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85045991127
SN - 1108-2976
VL - 21
SP - 65
EP - 81
JO - European Research Studies Journal
JF - European Research Studies Journal
IS - 1
ER -