... is central to relationship marketing, but its effectiveness depends not only on what is delivered, but on how customers interpret the intentionality behind it. The findings show that human agents are more likely to be perceived as intentional and morally grounded, thereby enhancing customers’ sense of status...

..., 2014) and unique experiences (Chen et al., 2021 ; Roggeveen and Sethuraman, 2020). Benefits Relationship marketing Privacy Inferred availability of sensitive data With regard to the nature of sensitive data, existing conceptualizations suggest that most specific individual...

... Small talk Rapport Services Relationship marketing Communication Impatience Computer mediated communication Small talk is commonly viewed as a tool to help people begin and develop relationships, and as relationship marketing has risen in prominence (Aijo, 1996 ; Barnes, 1997 ; Reynolds...

... Emerald Publishing Limited Licensed re-use rights only Dark sides of relationship marketing initiatives Contract termination Customer retaliatory behavior Negative word-of-mouth Service marketing Relationship marketing Regression analysis Service delivery Service contract termination...

..., 1960) and the commitment-trust theory of relationship marketing (Morgan and Hunt, 1994), we position commitment and trust as the key mediators linking relational antecedents (i.e. community engagement and economic value) to their corresponding outcomes (i.e. word of mouth and share of customer). We...

... Publishing Limited Licensed re-use rights only Customer value Relationship marketing Brand identification Competition Value co-creation Repurchase intentions Brand hate Customer identification Individualism self-construal Peer identification Customers are becoming more influential...

... 08 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social connection Service marketing Business-to-consumer gift Norm of positive reciprocity Relationship marketing Value creation Consumer interaction Husni Kharouf can...

... 04 2020 09 04 2020 09 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only --> Digital marketing Relationship marketing Business-to-business marketing Digitalization Digitalization is a pervasive force...

... to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Relationship marketing Online chat Business-to-business Buyer–seller interaction Sales interaction Online shopping continues to grow in popularity...

... proclivity to experience felt gratitude in a franchisor–franchisee relationship. This addresses one of the major issues in franchising research, which often overlooks the role of individual dispositional personality traits. Personality Relationship marketing Gratitude B2B Franchising...

... Limited 2019 Emerald Publishing Limited Licensed re-use rights only Ghizlane Arifine can be contacted at: ghizlane.arifine@unifr.ch 21 07 2017 06 02 2018 31 10 2018 18 01 2019 Relationship marketing Multi-brand loyalty Thematic analysis Grounded theory Mixed...

... 03 2018 31 05 2018 13 11 2018 27 11 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Relationship marketing Customer engagement Brand trust Brands Business-to-Business marketing Content marketing Digital content...

... relationship marketing research needs to pay more attention to the overlooked role of implicit mistreatment forms in customer harm-doing. Design/methodology/approach Three studies were conducted. In Study 1, ostracism in co-ops was explored, and a measurement scale for co-op ostracism was developed...

... strategy Relationship marketing Small firms Customer relationship management Market turbulence “One machine can do the work of fifty ordinary men. No machine can do the work of one extraordinary man.” – Elbert Hubbard, Author and Publisher This research contributes to the literature...

... in these relationships were advertising agencies, but increasingly, organisations are also contracting with specialist digital marketing agencies (Komulainen et al., 2013), which often leads to networks of relationships with multiple actors (Rogan, 2014). Relationship Marketing Marketing management Co...

... the organisations. Research limitations/implications These data indicate that gratitude not only mediates customer responses to relationship marketing investments, but may also be integral in marketing communications’ role in converting non-customers to customers. They also indicate that marketing...

..., a normative ethical argument is then put forward concerning why an adherence to this fragile grand vision of marketing – genuine customer concern – is important for prudential marketing and the overall health of the marketing system. © Emerald Group Publishing Limited 2016 Relationship marketing...

...Isabelle Brun; Fabien Durif; Line Ricard Purpose – The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet. Design/methodology/approach – The exploratory cognitive...

... membership probabilities are used to obtain the maximum likelihood estimates for w and b. Retailing Relationship marketing Customer retention Database marketing Intense competition and increased choices available to customers create new pressures on retailers to manage...

... of this paper is to demonstrate how gratitude helps to build, maintain and transform commercial relationships and to suggest noteworthy areas of investigation for those researchers seeking to help companies understand the role of gratitude in relationship marketing. Design/methodology/approach...