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Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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LES FACTEURS DE RÉUSSITE DU MARKETING RELATIONNEL DANS LE SECTEUR DE L'ASSURANCE Une analyse des relations partenariales d'Allianz
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Cet article porte sur l'application des facteurs de réussite du marketing relationnel dans le domaine de l'assurance aux particuliers. Les auteurs mettent en relief le rôle important des relations entretenues par les compagnies d'assurance avec leurs partenaires (agents, courtiers, etc.) dans le cadre d'une telle démarche. Ils montrent que les principes du marketing relationnel peuvent doter une compagnie d'assurances d'un réel avantage concurrentiel. L'étude empirique est fondée sur un cas unique, celui de la filiale française du groupe allemand Allianz qui est le leader européen de l'assurance et des services financiers.
Mots-clés : Marketing relationnel, distribution, assurance.
KEY SUCCESS FACTORS OF RELATIONSHIP MARKETING IN THE INSURANCE INDUSTRY: ANANALYSIS OF PARTNER RELATIONSHIPS OF ALLIANZ
This article concerns the application of key success factors of relationship marketing in the private parties' insurance sector. The authors emphasise the important role of relationships established by insurance companies with their partners (insurance agents, brokers, etc.) for such a policy. They show that relationship marketing principles can provide a real competitive advantage to insurance companies. The empirical study is based on a case-study of the French subsidiary of the German Allianz group, which is the European leader in the field of insurance and financial services.
Key words: Relationship marketing, distribution, insurance.
Le marketing relationnel constitue désormais une composante de la politique marketing de ombreuses entreprises. Dépassant une logique purement transactionnelle des échanges, le marketing relationnel se définit comme l'ensemble des efforts orchestrés par une entreprise pour construire et entretenir une relation durable avec ses clients. Il permet d'établir des relations privilégiées avec une clientèle sélectionnée en fonction de sa contribution potentielle au succès de l'entreprise (5, 1 1). Hetzel (9) analyse sa filiation avec d'une part la théorie des échanges développée par Bagozzi (2) et d'autre part le marketing industriel, tandis que Grönross (8) souligne sa filiation avec le marketing des services. Il a été montré que le marketing relationnel s'avérait plus efficace pour les offres de service que pour les produits (14). La souscription de contrats d'assurance constitue un champ d'étude particulièrement intéressant car les produits d'assurance couvrent des risques potentiels souvent complexes, avec des implications considérables liées à la pérennité du patrimoine tant professionnel que privé. En effet, les compagnies d'assurance sont amenées à gérer...
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Please note you do not have access to teaching notes, relationship marketing: the influence of consumer involvement on perceived service benefits.
Journal of Services Marketing
ISSN : 0887-6045
Article publication date: 1 October 2006
The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.
Design/methodology/approach
Based on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.
Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).
Research limitations/implications
Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.
Practical implications
The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.
Originality/value
This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
- Relationship marketing
- User interfaces
- Services marketing
Kinard, B.R. and Capella, M.L. (2006), "Relationship marketing: the influence of consumer involvement on perceived service benefits", Journal of Services Marketing , Vol. 20 No. 6, pp. 359-368. https://doi.org/10.1108/08876040610691257
Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited
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This chapter presents history, economic statistics, and federal government directories of Omsk Oblast. Omsk Oblast is situated in the south of the Western Siberian Plain on the middle reaches of the Irtysh river. Kazakhstan lies to the south. Tyumen Oblast lies to the north-west, and Tomsk Oblast and Novosibirsk Oblast lie to the east. The city of Omsk was founded as a fortress in 1716. In 1918 it became the seat of Adm. Aleksandr Kolchak's 'white' 'All-Russian Government'. Omsk fell to the Bolsheviks in 1919, and Kolchak 'abdicated' in January 1920. In 2015 Omsk Oblast's gross regional product (GRP) amounted to 617,184m. roubles, equivalent to 311,973 roubles per head. The Oblast's soil is the fertile black earth characteristic of the region. Its agriculture consists mainly of animal husbandry, hunting and the production of grain. The sector employed 14.6% of the workforce and contributed 9.6% of GRP in 2015.
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IMAGES
COMMENTS
Marketing relationnel est plus largement pratiqué dans le domaine du marketing de services (Buttle F. 1996). Les services fournis par les banques, les hôtels et les établissements de santé
The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double anonymized) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature.
1.4.3 Le marketing relationnel de fidélisation. L¶entreprise doit convaincre sa cible de sa présence permanente, de sa capacité à faire toujours mieux, dapporter des améliorations répondant à ses attentes et à ses revendications sur des problèmes rencontrés et surtout sa capacité à la fidéliser.
Les facteurs influençant l'efficacité du marketing relationnel: une approche dyadique Bruno Lussier To cite this version: Bruno Lussier. Les facteurs influençant l'efficacité du marketing relationnel: une approche dyadique. Gestion et management. Université de Grenoble, 2014. Français. �NNT: 2014GRENG008�. �tel-01126841�
Abstract Relationship marketing (RM) is an umbrella term for a loose collection. of ideas and concepts that emerged in different empirical contexts from the late. 1970s. Informed by diverse ...
The thesis is aimed to study the relationships between a buyer and a seller as well as the benefits that both sides gain from interaction. The main objective of the thesis is to develop seller-buyer relationships for the case company though deeper understanding of marketing evolution from transaction-based marketing to relationship marketing.
The relationship-marketing notion is anchored in supposition that developing and sustaining quality relationships with customers (Berry, 1983; to produce favorable brand-based outcomes like ...
Lisa O'Malley is the Head of Department of Management and Marketing at the University of Limerick. Lisa has been teaching and researching relational perspectives in marketing since the mid-1990s. She has critically engaged with underpinning theories, myths and metaphors within the field and has critiqued applications of RM and CRM to the domain of consumer marketing.
List of dissertations / theses on the topic 'Marketing Relational'. Scholarly publications with full text pdf download. Related research topic ideas.
1. The term axiom is used here to describe our belief as to what constitutes a relationship. It is used in the same sense as Milton Friedman (1953) used it to describe "critical assumptions." Our axiom of consumer choice reduction in a relationship is selected on the grounds of "intuitive plausibility."
Theses/Dissertations from 2009. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming.
List of dissertations / theses on the topic 'Marketing relationnel - Études de cas'. Scholarly publications with full text pdf download. Related research topic ideas. ... Dissertations / Theses on the topic 'Marketing relationnel - Études de cas' To see the other types of publications on this topic, follow the link: Marketing relationnel ...
Résumé. Cet article porte sur l'application des facteurs de réussite du marketing relationnel dans le domaine de l'assurance aux particuliers. Les auteurs mettent en relief le rôle important des relations entretenues par les compagnies d'assurance avec leurs partenaires (agents, courtiers, etc.) dans le cadre d'une telle démarche.
This paper looks at relationship marketing as an important tool for success in marketing. With product quality becoming a common standard in many industries, and no longer a major source of ...
- The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types., - Based on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship ...
List of dissertations / theses on the topic 'Relations marketing'. Scholarly publications with full text pdf download. Related research topic ideas.
Marketing relationnel : son objectif n'est pas la prospection mais la fidélisation, il s'adresse aux clients de l'entreprise. Il peut se définir comme un ensemble d'outil de communication (principalement hors médias) destinés à développer une relation individualisée ou personnalisée et durable avec le client, il vise à ...
Map of Omsk Oblast. 54.966667 73.383333. 1 Omsk — One of Siberia 's most important cities and one of Russia 's largest, an excellent stop on the Trans-Siberian Railway. 56.875278 74.413611. 2 Tara — one of Siberia's first cities in the 16th century and the "mother" to many of Siberia's most important cities as it was an expeditionary base ...
Omsk Oblast (Russian: О́мская о́бласть, romanized: Omskaya oblast') is a federal subject of Russia (an oblast), located in southwestern Siberia.The oblast has an area of 139,700 square kilometers (53,900 sq mi). Its population is 1,977,665 (2010 Census) [9] with the majority, 1.12 million, living in Omsk, the administrative center.One of the Omsk streets
The importance of relationship marketing in gaining and enhancing customer loyalty is widely acknowledged. Numerous studies, including those by Ndubisi (2007), Ekiyor et al. (2010), and Alrubaiee ...
This chapter presents history, economic statistics, and federal government directories of Omsk Oblast. Omsk Oblast is situated in the south of the Western Siberian Plain on the middle reaches of the Irtysh river.
Innovative Projects, Research & Development. Youth Innovation Center. Scientific Society for Young Scientists and Students. OSMU KEY RESEARCH DIRECTIONS FOR 2022. 1. Quality management system of environment and population health: implementation at the regional level. 2. Patient-oriented technology implementation for treatment patients with ...