c عنوان انگلیسی مقاله:

The influence of relationship marketing investments on customer gratitude in retailing

ترجمه عنوان مقاله: تاثیر سرمایه گذاری بازاریابی رابطه مند در قدرشناسی مشتری در خرده فروشی

رشته: مدیریت بازاریابی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketing investments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) have a differential influence on customers’ gratitude and consequently behavioral loyalty. More specifically, results of this study indicate that preferential treatment is the most effective relationship marketing tactic to enhance customer gratitude, followed by interpersonal communication and tangible rewards, respectively. Management implications for retailers to increase customers’ gratitude are discussed.

Keyword: Customer gratitude, Relationship marketing, Retailing, Loyalty programs

مقدمه مقاله

Relationship marketing has been increasingly studied in marketing academia and has received intense interest in marketing practice. Relationship marketing has been defined as all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges (Morgan & Hunt, 1994). In the past decade, the existing literature has established the theory in relationship marketing and posited that relationship marketing investments enhance customer trust, commitment, relationship satisfaction, and in turn these relational mediators in fluence seller performance outcomes (Crosby, Evans, & Cowles, 1990; Dwyer, Schurr, & Oh, 1987; Morgan & Hunt, 1994; Palmatier, Dant, Grewal, & Evans, 2006).

A recent study by Palmatier, Jarvis, Bechkoff, and Kardes (2009) indicated that other relational mediating mechanisms are at work. Palmatier et al. (2009) proposes that gratitude, the emotional appreciation for benefits received, mediates the relationship between a seller’s relationship marketing investments and seller performance outcomes. More specifically, a seller’s relationship marketing investments generate customers’ feelings of gratitude that drive seller performance benefits based upon customers’ gratitude-related reciprocal behaviors. Although the role of customer gratitude in understanding how relationship marketing investments increase seller performance outcomes has been verified (Palmatier et al., 2009), empirical evidence on whether different tactics of relationship marketing investment have a differential impact on customer perceptions of gratitude is lacking.

The current study considers this important because different relationship marketing tactics can alter a customer’s feelings of gratitude and consequent behaviors (Palmatier et al., 2009, p. 14). Thus, understanding the influence of different relationship marketing tactics on customers’ feelings of gratitude can provide marketing managers with useful tools to leverage their relationship marketing investments. Particularly, in the current retail environment, retailers have an advantage in developing profitable relationships with their customers because they are in a better position to utilize these relationship marketing tactics (De Wulf, Odekerken-Schröder, & Iacobucci, 2001; Sweeney, Soutar, & Johnson, 1999).