عنوان انگلیسی مقاله:

The influence of relationship marketing orientation on rand equity in banks

ترجمه عنوان مقاله: تاثیر گرایش بازاریابی رابطه بر ارزش برند در بانک ها

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

During the last few decades, business philosophy has shifted from marketing orientation to Relationship Marketing Orientation (RMO). Service-oriented organizations, such as banks, increasingly apply RMO to enhance their brand management practices, such as brand loyalty and brand image. This in turn creates an identity for their brand name and adds value to it. The main purpose of this study is to investigate the influence of RMO on Brand Equity in the banking industry. This study also examines the influence of the dimensions of RMO (trust, bonding, communication, shared values, empathy and reciprocity) on the development of Brand Equity in banks. Social exchange theory underpins this examination of the relationship between RMO and Brand Equity. The sample comprised 1400 commercial bank customers from Sri Lanka, and the surveys were administered for data collection. There were two main stages to the analysis: testing the measurement model using confirmatory factor analysis and testing the hypotheses. The findings revealed that RMO positively influenced the development of Brand Equity in banks. Of the dimensions of RMO examined here, Trust, Communication, Shared Values and Empathy significantly enhanced Brand Equity. The implications of these findings for theory and practice have been suggested. The findings of this study have practical applications for enhancing the Brand Equity of banks and other financial institutions by strengthening their relationship marketing practices. This study also suggests some insightful directions for future research.

Keywords: Relationship Marketing Orientation (RMO); Brand Equity; Dimensions of RMO; Banks; Social exchange theory

مقدمه مقاله

During the past few decades, traditional marketing approaches have been challenged, and relationship marketing has been suggested as an alternative option. Relationship marketing has shifted the focus of marketing orientation from attracting short-term and discrete transactional customers towards retaining loyal customers (Taleghani et al., 2011). Relationship marketing focuses on retaining long-term and mutually benefi cial relationships between buyers and sellers (Spekman et al., 2007;Alrubaiee and Al-Nazer,2010). In this context, the term “mutual benefit” means that both parties to a transaction (the customer and the organization) achieve their objectives. To this end, Hur et al. (2010) remark that the main aim of relationship marketing is to enhance customer equity, which according to Rust et al. (2001) , consists of three key drivers: brand equity, value equity and relationship equity.Amongst the three drivers, brand equity is considered to be more important than the others, because it plays a strategic role in an organization and contributes to gaining competitive advantage (Keller et al., 2011). Hence, organizations can use brand equity as a powerful tool to create sustainable competitive advantage.

 

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