Analysis of Relationship Marketing Constructs in the Service Sector

Nurul Aida Harun; Sook Fern  Yeo; Suganthi  Ramasamy; Achmad  Fageh

doi:10.21834/ebpj.v7i21.3740

Authors

Nurul Aida Harun Faculty of Business and Management, Universiti Teknologi MARA Cawangan Melaka Kampus Alor Gajah, Melaka, Malaysia
Sook Fern Yeo Faculty of Business, Multimedia University, Melaka, Malaysia
Suganthi Ramasamy Faculty of Business, Multimedia University, Melaka, Malaysia
Achmad Fageh Universitas Islam Negeri Sunan Ampel Surabaya, Indonesia

DOI:

https://doi.org/10.21834/ebpj.v7i21.3740

Keywords:

Relationship Marketing, Service Sector, Commitment, Loyalty

Abstract

Marketing is not just developing, selling and delivering products; it is creating a long-term relationship with customers, known as relationship marketing. However, some of the constructs are redundant and overlapping. Establishing relationship marketing in the service sector will bring many advantages and a competitive edge. Variables are identified and listed using a systematic literature review approach. To finish, the process of eliminating the redundant variables and categories of the finding. This research analysis highlighted the confusion and pitfalls in relationship marketing. It should bring new insights into the suitability of the constructs consistently used in relationship marketing.

References

Abtin, A., & Pouramiri, M. (2016). The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company). Marketing and Branding Research, 3, 41–49. https://search.proquest.com/docview/1794647406?pq-origsite=gscholar DOI: https://doi.org/10.33844/mbr.2016.60203

Asean Development Bank. (2013). The Road to ASEAN Financial Integration: A Combined Study on Assessing the Financial Landscape and Formulating Milestones for Monetary and Financial Integration in ASEAN. www.adb.org

Brun, I., Rajaobelina, L., & Line, R. (2014). Online relationship quality: scale development and initial testing. The International Journal of Bank Marketing, Vol. 23(Iss.1), 5–27. https://doi.org/10.1108/IJBM-02-2013-0022 DOI: https://doi.org/10.1108/IJBM-02-2013-0022

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing. https://doi.org/http://dx.doi.org.ezproxy.cityu.edu.hk/10.2307/1251817 DOI: https://doi.org/10.2307/1251817

Dos Santos Paulino, V. (2020). Theoretical and Empirical Framework. Innovation Trends in the Space Industry, 4(2), 1–42. https://doi.org/10.1002/9781119694847.ch1 DOI: https://doi.org/10.1002/9781119694847

Epetimehin, F. M. (2011). The impact of relationship marketing on the performance of insurance organisation. Mediterranean Journal of Social Sciences, 2(2), 9–17. http://www.mcser.org/images/stories/2_journal/mjssmay2011/7.pdf

Garepasha, A., Aali, S., Zendeh, A. B., & Iranzadeh, S. (2020). Dynamics of online relationship marketing: Relationship quality and customer loyalty in Iranian banks. Revista Brasileira de Gestao de Negocios, 22(1), 140–162. https://doi.org/10.7819/rbgn.v22i1.4043 DOI: https://doi.org/10.7819/rbgn.v22i1.4043

Gaur, S. S., Kingshott, R. P. J., & Sharma, P. (2019). Managing customer relationships in emerging markets: Focal roles of relationship comfort and relationship proneness. Journal of Service Theory and Practice, 29(5–6), 592–609. https://doi.org/10.1108/JSTP-12-2018-0295 DOI: https://doi.org/10.1108/JSTP-12-2018-0295

Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality – relationship quality – customer loyalty chain: An empirical study. In Journal of Service Theory and Practice (Vol. 25, Issue 6). https://doi.org/10.1108/JSTP-11-2013-0263 DOI: https://doi.org/10.1108/JSTP-11-2013-0263

Gremler, D., Gwinner, K., & Hennig-thurau, T. (2002). Marketing Outcomes An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247. DOI: https://doi.org/10.1177/1094670502004003006

Jackson, B. (1985). Winning and keeping industrial customers : the dynamics of customer relationships. Heath.

Kandampully, J., Zhang, T. (Christina), & Bilgihan, A. (2015). Customer loyalty: A review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414. https://doi.org/10.1108/IJCHM-03-2014-0151 DOI: https://doi.org/10.1108/IJCHM-03-2014-0151

Keating, B. W., Alpert, F., Kriz, A., & Quazi, A. (2011). Mediating role of relationship quality in online services. Journal of Computer Information Systems, 52(2), 33–41. https://doi.org/10.1080/08874417.2011.11645538

Khan, P. A., Johl, S. K., Akhtar, S., Asif, M., & Salameh, A. A. (2022). Open Innovation of Institutional Investors and Higher Education System in Creating Open Approach for SDG-4 Quality Education : A Conceptual Review. Journal of Open Innovation: Technology, Market, and Complexity Review, 8(49), 1–21. DOI: https://doi.org/10.3390/joitmc8010049

Kingshott, R. P. J., Sharma, P., & Chung, H. F. L. (2018). The impact of relational versus technological resources on e-loyalty: A comparative study between local, national and foreign branded banks. Industrial Marketing Management, 72(February), 48–58. https://doi.org/10.1016/j.indmarman.2018.02.011 DOI: https://doi.org/10.1016/j.indmarman.2018.02.011

Kroon, N., Do Céu Alves, M., & Martins, I. (2021). The Impacts of Emerging Technologies on Accountants’ Role and Skills: Connecting to Open Innovation—A Systematic Literature Review. Journal of Open Innovation: Technology, Market, and Complexity 2021, Vol. 7, Page 163, 7(3), 163. https://doi.org/10.3390/JOITMC7030163 DOI: https://doi.org/10.3390/joitmc7030163

Lee, L. W. Y., Tang, Y., Yip, L. S. C., & Sharma, P. (2018). Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty. Journal of Business Research, 86(August 2017), 356–365. https://doi.org/10.1016/j.jbusres.2017.07.017 DOI: https://doi.org/10.1016/j.jbusres.2017.07.017

Moher, D., Liberati, A., Tetzlaff, J., & Altman, D. G. (2010). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. International Journal of Surgery, 8(5), 336–341. https://doi.org/10.1016/J.IJSU.2010.02.007 DOI: https://doi.org/10.1016/j.ijsu.2010.02.007

Moorman, C, Zaltman, G., & Deshpandé, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. https://www.hbs.edu/faculty/Pages/item.aspx?num=7269 DOI: https://doi.org/10.2307/3172742

Moorman, Christine, Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81. https://doi.org/10.2307/1252059 DOI: https://doi.org/10.2307/1252059

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing Development and Competitiveness. DOI: https://doi.org/10.2307/1252308

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. In McGraw-Hill series. https://doi.org/10.1139/h11-134 DOI: https://doi.org/10.1139/h11-134

Panda, T. K. (2013). Effects of Service Quality and Salesperson Characteristics on Consumer Trust and Relationship Commitment: An Empirical Study on Insurance Buyers in India. Vision: The Journal of Business Perspective. https://doi.org/10.1177/0972262913505370 DOI: https://doi.org/10.1177/0972262913505370

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41– 50. https://doi.org/10.1177/002224298504900403 DOI: https://doi.org/10.1177/002224298504900403

Rajeswari, D. K., & Kartheeswari, S. (2011). PERCEPTION OF CUSTOMERS TOWARDS LIFE INSURANCE SERVICES. APJRBM, 2(12). http://www.skirec.com

Ramírez-Montoya, M. S., Castillo-Martínez, I. M., Sanabria-Z, J., & Miranda, J. (2022). Complex Thinking in the Framework of Education 4.0 and Open Innovation—A Systematic Literature Review. Journal of Open Innovation: Technology, Market, and Complexity 2022, Vol. 8, Page 4, 8(1), 4. https://doi.org/10.3390/JOITMC8010004 DOI: https://doi.org/10.3390/joitmc8010004

Rupp, M., Schneckenburger, M., Merkel, M., Börret, R., & Harrison, D. K. (2021). Industry 4.0: A Technological-Oriented Definition Based on Bibliometric Analysis and Literature Review. Journal of Open Innovation: Technology, Market, and Complexity 2021, Vol. 7, Page 68, 7(1), 68. https://doi.org/10.3390/JOITMC7010068 DOI: https://doi.org/10.3390/joitmc7010068

Sajtos, L., & Chong, Y. S. (2018). Activating multiple roles of customer-firm relationships in service failures. Journal of Service Theory and Practice, 28(2), 250–270. https://doi.org/10.1108/JSTP-07-2017-0105 DOI: https://doi.org/10.1108/JSTP-07-2017-0105

Shetty, A., & Basri, S. (2017). Relationship orientation in banking and insurance services – a review of the evidence. Journal of Indian Business Research Journal of Indian Business Research Journal of Indian Business Research, 10(2), 170–192. https://doi.org/10.1108/JIBR-10-2017-0176 DOI: https://doi.org/10.1108/JIBR-10-2017-0176

van Tonder, E., & Beer, L. (2018). New perspectives on the role of customer satisfaction and commitment in promoting customer citizenship behaviours. South African Journal of Economic and Management Sciences, 21(1), 1–11. DOI: https://doi.org/10.4102/sajems.v21i1.1894

van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. Service Industries Journal, 38(13–14), 948–973. https://doi.org/10.1080/02642069.2018.1425398 DOI: https://doi.org/10.1080/02642069.2018.1425398

Yu, T.-W., & Tung, F.-C. (2014). Antecedents and consequences of insurer-salesperson relationships. Marketing Intelligence & Planning, 32(4), 436–454. https://doi.org/10.1108/MIP-01-2013-0013 DOI: https://doi.org/10.1108/MIP-01-2013-0013