A Study of the Impact of Relationship Marketing on Cross-Buying

Vyas, Vishal; Raitani, Sonika

doi:10.1080/15332667.2015.1041352

Cited by 6 publications

(4 citation statements)

References 96 publications

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“…Để thấy được tác động của chất lượng mối quan hệ lên hành vi mua chéo, nhóm tác giả xem xét ảnh hưởng của từng thuộc tính trong mối quan hệ này. Nhiều nghiên cứu thực nghiệm chỉ ra rằng, sự tin tưởng của khách hàng đối với ngân hàng giúp gia tăng hành vi mua chéo các sản phẩm, dịch vụ tài chính (Lin, 2012;Vyas & Raitani, 2015. Soureli và cộng sự (2008) tìm thấy tác động trực tiếp của sự tin tưởng lên ý định mua chéo của khách hàng, trong khi đó, Liu và Wu (2009) cho rằng sự tin tưởng đóng một vai trò trung gian quan trọng trong việc mua chéo của khách hàng giữa các danh mục sản phẩm khác nhau trong dịch vụ ngân hàng.…”

Section: Mối Quan Hệ Giữa Sự Tin Tưởng Và Hành VI Mua Chéounclassified

Customer-Bank Relationship Quality on Bank Customers’ Cross-Buying Behavior: The Case of Vietnam’s Bancassurance

Thu¹,

Chung²,

Văn³

2022

JABES

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Trong vài năm gần đây, hoạt động mua/bán chéo đóng góp rất lớn cho nguồn thu của các ngân hàng Việt Nam, giúp hệ thống ngân hàng vượt qua giai đoạn khó khăn nhất do đại dịch Covid-19. Một trong những hoạt động mua chéo phổ biến hiện nay là hoạt động mua bảo hiểm được phân phối qua ngân hàng (Bancassurance). Bài viết này xem xét sự ảnh hưởng của chất lượng mối quan hệ (sự hài lòng và sự tin tưởng), giá trị cảm nhận và hình ảnh đến hành vi mua chéo của khách hàng trong phạm vi của Bancassurance tại Việt Nam. Sử dụng kỹ thuật phỏng vấn chuyên sâu với các chuyên gia ngân hàng, kết quả nghiên cứu chỉ ra rằng chất lượng mối quan hệ đóng vai trò quan trọng đối với hành vi mua chéo bảo hiểm của khách hàng. Trong đó, yếu tố sự tin tưởng được xem là có ảnh hưởng mạnh hơn so với yếu tố sự hài lòng. Bên cạnh đó, yếu tố hình ảnh cũng được cân nhắc trong các quyết định mua chéo của khách hàng. Ngược lại, giá trị cảm nhận của khách hàng về sản phẩm bảo hiểm hầu như không có tác động đến hành vi mua chéo.

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Section: Mối Quan Hệ Giữa Sự Tin Tưởng Và Hành VI Mua Chéounclassified

Customer-Bank Relationship Quality on Bank Customers’ Cross-Buying Behavior: The Case of Vietnam’s Bancassurance

Thu¹,

Chung²,

Văn³

2022

JABES

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“…Research hypothesis Fan, Mattila, & Zhao (2015) indicated that an enterprise being able to rapidly respond to customer complaints would maintain customer loyalty; besides, rapid and proper service recovery could enhance customer satisfaction and loyalty and establish good word of mouth (Bowen & Chen, 2015). Accordingly, eff ective recovery strategies could eff ectively reduce customers' dissatisfactory emotion to the enterprise as well as enhance the satisfaction and brand loyalty to prevent customers from loss (Vyas & Raitani, 2015). Park & Ha (2016) indicated that bad service recovery would result in customers not being willing to continue the relationship with the enterprise to reduce profi ts and enhance business and management costs of the enterprise, because it required costs to strive for new customers.…”

Section: Establishment Of Research Hypothesis and Empirical Research mentioning

confidence: 99%

A Study of the Effect of Service Recovery on Customer Loyalty Based On Marketing Word Of Mouth in Tourism Industry

Pai¹,

Ko²,

Santos³

2019

RCIS

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Akamavi, R K., Mohamed, E., Pellmann, K., & Xu, Y. (2015). Key determinants of passenger loyalty in the low-cost airline business. Tourism Management, 46, 528-545. Baldus, B.J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985. Boo, H.V. (2017). Service Environment of Restaurants: Findings from the youth customers. Journal of Asian Behavioural Studies, 2(2), 67-77. Bowen, T.J., & Chen, S.L. (2015). Transitioning Loyalty Programs: A Commentary on the Relationship Between Customer Loyalty & Customer Satisfaction. International Journal of Contemporary Hospitality Management, 27(3), 415-430. Casidy, R., & Shin, H. (2015). The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions. Journal of Retailing and Consumer Services, 27, 103-112. Chang, J.H. (2017). The role of relationship on time and monetary compensation. The Service Industries Journal, 37, 915-935. Fan, A., Mattila, A.S., & Zhao, X. (2015). How does social distance impact customers’ complaint intentions? A cross-cultural examination. International Journal of Health Policy and Management, 47, 35-42. Gohary, A., Hamzelu, B., & Alizadeh, H. (2016). Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: a study of Iranian online shoppers. Journal of Retailing and Consumer Services, 31, 127-142. Guo, L., Lotz, S.L., Tang, C., & Gruen, T.W. (2015). The role of perceived control in customer value cocreation and service recovery evaluation. Journal of Service Research, 19(1), 39-56. Heidenreich, S., Wittkowski, K., Handrich, M., & Falk, T. (2015). The dark side of customer co-creation: exploring the consequences of failed co-created services. The Journal of the Academy of Marketing Science, 43(3), 279-296. Hsu, C.L., & Lin, J.C.C. (2016). Effect of perceived value and social influences onmobile app stickiness and in-app purchase intention.Technological Forecasting and Social Change, 108, 42-53. Kashif, M., Zarkada, A., & Ramayah, T. (2016).The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically. Total Quality Management & Business Excellence, 29(5-6), 1-21. Li, M., Qiu, S.C., & Liu, Z., (2016). The Chinese way of response to hospitality service failure: The effects of face and guanxi. International Journal Hospital Management, 57, 18-29. Liu, S.Q., & Mattila, A.S. (2015). “I Want to Help” versus “I Am Just Mad” how affective commitment influences customer feedback decisions. Cornell Hospitality Quarterly, 56(2), 213-222. Oman, B., Pepur, M., & Arneric, J. (2016). The impact of service quality and sport-team identification on the repurchase intention. Journal of Contemporary Management Issues, 21(1), 19-46. Ozuem, W., Patel, A., Howell, K.E. & Lancaster, G. (2016). An Exploration of Consumers' Response to Online Service Recovery Initiatives. International Journal of Market Research, 59(1), 97-115. Park, J., & Ha, S. (2016). Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses. Journal of Retailing and Consumer Services, 28, 310-316. Rezaei, S., Shahijan, M.K., Amin, M., & Ismail, W.K.W. (2016). Determinants ofapp stores continuance behavior: A pls path modellingapproach. Journal of Internet Commerce, 15(4), 408-440. Sengupta, S.A., Balaji, M., & Krishnan, B.C. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674. Sloan, S., Bodey, K., & Gyrd-Jones, R. (2015). Knowledge sharing in online brand communities. Qualitative Market Research: An International Journal, 18(3), 320-345. Tan, C., Benbasat, I. & Cenfetelli, R.T. (2016). An Exploratory Study of the Formation and Impact of Electronic Service Failures. MIS Quarterly, 40(1), 1-31. Van Vaerenbergh, Y., & Orsingher, C. (2016). Service Recovery: An Integrative Framework and Research Agenda. The Academy of Management Perspectives, 30(3), 328-346. Varela, J.C.S., Svensson, G., Brambilla, F.R., & Oliveros, M.E.G. (2015) Perceived Justice & Emotions in a Negative Service Encounter: A Latin American Perspective. In: Kubacki K. (eds). Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer. Vyas, V. & Raitani, S. (2015). A Study of the Impact of Relationship Marketing on Cross-Buying. Journal of Relationship Marketing, 14(2), 79-108. Weber, K., Sparks, B., & Hsu, C.H. (2016). The effects of acculturation, social distinctiveness, and social presence in a service failure situation. International Journal Hospital Management, 56, 44-55. Wu, J., Huang, L., Zhao, J.L., & Hua, Z. (2015).The deeper, the better? Effect of online brand community activity on customer purchase frequency. Information & Management, 52(7), 813-823. Yang, A., Chen, Y., & Huang, Y. (2017). Enhancing customer loyalty in tourism services: the role of customer-company identification and customer participation. Asia Pacific Journal of Tourism Research, 22(7), 735-746. Zhang, H., Zhang, K.Z., Lee, M.K., & Feng, F. (2015). Brand loyalty in enterprise microblogs: Influence of community commitment, IT habit, and participation. Information Technology & People, 28(2), 304-326.

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“…On the one hand, RM is much more efficient to create long-term relationship with customers (Palmatier, 2008) and RM has been proven to be a useful tool in improving relationship quality (Vyas & Raitani, 2015) as well as enhancing competitive advantage (Zinkhan, 2002) that will lead to customer retention (Berry, 1995). Furthermore, RM is also seen as a successful relational exchange that will enhance financial performance, satisfaction, learning, propensity to stay, acquiescence and decrease uncertainty (Hunt, Arnett & Madhavaram, 2006).…”

Section: Review Of the Literature Relationship Marketing Orientation (Rmo)mentioning

confidence: 99%

The Influence of Relationship Marketing Orientation (RMO) on Customer Retention in Travel Agency Services

Mokhtaruddin¹,

Wel²,

Khalid³

2018

IJARBSS

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The advancement in information technology had influenced customer attitude, behavior, and lifestyle in purchasing holiday and travel services. There are significant shift from utilizing travel agency to online travel agents. These change had pressured, travel agency to consider on refining their strategy to focus more on relationship marketing orientation (RMO) to achieve customer retention. The impact of RMO on the business or firm performance has been widely studied by previous literature in the organizational contexts. However, the empirical research from the customer perspective is rather limited. Therefore, this conceptual paper is proposed to fill in the RMO literature gap by focusing on the relationship between RMO and customer retention from the customer perspective. Academically, this study contributes to the literature of RM in business-to-customer context specifically from customer point of view and practically to the travel agency in comprehending RMO in enhancing their services in the travel agency sector.

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A Study of the Impact of Relationship Marketing on Cross-Buying

Cited by 6 publications

References 96 publications

Customer-Bank Relationship Quality on Bank Customers’ Cross-Buying Behavior: The Case of Vietnam’s Bancassurance

Customer-Bank Relationship Quality on Bank Customers’ Cross-Buying Behavior: The Case of Vietnam’s Bancassurance

A Study of the Effect of Service Recovery on Customer Loyalty Based On Marketing Word Of Mouth in Tourism Industry

The Influence of Relationship Marketing Orientation (RMO) on Customer Retention in Travel Agency Services

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