Results 141 to 150 of about 7,558,711 (186)

Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts

, 2021
Purpose This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online ...
Yang Cheng, Hua Jiang
semanticscholar   +1 more source

Relationship Marketing

International Journal For Multidisciplinary Research
Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.
Arulmozhi Kasthurirengan
semanticscholar   +1 more source

Relationship Marketing

Annals of Tourism Research, 2003
Abstract Despite its increasing maturity in the literature, relationship marketing remains an untested concept for destination marketers. This article explores the opportunities and challenges faced by managers of destinations in their attempt to engender loyalty and repeat visitation in a product domain traditionally considered highly complex ...
Alan Fyall, Brenda Edwards, Christine Callod   +2 more
openaire   +2 more sources

Relationship marketing: looking backwards towards the future

, 2017
Purpose This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing.
A. Payne, Pennie Frow
semanticscholar   +1 more source

The value concept and relationship marketing

, 1996
The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long‐term customer relationships.
Annika Ravald, C. Grönroos
semanticscholar   +1 more source

Relationship marketing readiness: theoretical background and measurement directions

, 2017
Purpose This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment.
C. Grönroos
semanticscholar   +1 more source

Marketing Models of Service and Relationships

Marketing Science, 2006
Given the growth of the service sector, and advances in information technology and communications that facilitate the management of relationships with customers, models of service and relationships are a fast-growing area of marketing science. This article summarizes existing work in this area and identifies promising topics for future research. Models
Roland T. Rust, Tuck Siong Chung
openaire   +3 more sources

Relationship Marketing

2011
The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be ...
Scot McKee, Chris Fill
openaire   +2 more sources

Relationship Marketing : das Management von Kundenbeziehungen

, 2016
Die Beziehungsfuhrerschaft zum Kunden ruckt neben den klassischen Wettbewerbsvorteilen, wie der Qualitats- und Kostenfuhrerschaft, als strategischer Erfolgsfaktor zunehmend in den Mittelpunkt.
M. Bruhn
semanticscholar   +1 more source

Relationship marketing defined? An examination of current relationship marketing definitions

Marketing Intelligence & Planning, 1999
Attempts to define “relationship marketing” have been varied and many, neatly reflecting the diverse academic and socio‐political backgrounds of RM scholars. This paper lists 26 such definitions, collected as a by‐product of a literature review. Presented alongside this resource are the results of applying a content‐analysis‐based methodology to these ...
openaire   +3 more sources