دانلود مقاله ISI انگلیسی شماره 42528
عنوان فارسی مقاله

نقش قدردانی مشتری در سرمایه گذاری بازاریابی رابطه ای موفق

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
42528 2014 9 صفحه PDF سفارش دهید 6310 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The role of customer gratitude in making relationship marketing investments successful
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 21, Issue 5, September 2014, Pages 788–796

کلمات کلیدی
مدیریت ارتباط با مشتری - ارزش رابطه - برنامه های وفاداری - سرمایه گذاری رابطه - بخشش - حق شناسی
پیش نمایش مقاله
پیش نمایش مقاله نقش قدردانی مشتری در سرمایه گذاری بازاریابی رابطه ای موفق

چکیده انگلیسی

This paper recognises that customer loyalty is important for many competitive organisations, and that retail firms make investments to build and maintain loyal relationships with their existing and potential customers (e.g. loyalty programs). However, there has been little focus on the mechanisms by which these relationship investments operate to achieve customer loyalty. This paper examines one mechanism, namely customer gratitude, which works to make a firm’s relationship marketing investment a success or a failure. Using data from 1600 undergraduate students, this study empirically confirms the mediating role of customer gratitude between the customers’ perceptions a firm’s relationship marketing investments and customers’ perceptions of the value of the relationship with the firm. Further, a significant moderating effect of perceived benevolence on the relationship between customers’ perceptions a firm’s relationship marketing investments and customer gratitude was identified. For theorists, this customer gratitude model offers a better psychological explanation of how relationship marketing investments operate to improve the value that customers place on their relationships with retailers. Our research suggests that managers should invest resources to stimulate customer gratitude in order to build strong customer–seller relationships.

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