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The Economic Impact of Relationship Bonding Tactics: A Research Agenda

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  • Rizal Edy Halim

Abstract

The shifting of the transactional marketing paradigm into relational marketing has been paid more attention, particularly concerning the need to trace what the relational dimensions are that can bring superior financial performance. The research on relational marketing that focuses on relation quality is one area of research that is being developed from the relational marketing perspective.Nevertheless, there are still few research projects that give a complete explanation of the impact of the relational quality (satisfaction, trust, commitment) on the company's financial performance. Therefore, we need to explore and scrutinize the financial impact with respect to the relational quality of the company-customer relationship. The relational quality of the company-customer relationship is influenced by various customer-attracting tactics, which eventually have the potential to create a behaviour (the length of the relationship, cross purchase, up-grade, customer asset management (CUSAM)), as well as influencing a customer's attitude (positive word of mouth (WOM), price insensitivity, a tendency to not move away to another company).This conceptual p33 aper is intended to retrace the financial impact (return on investment (ROI)) and the stakeholder's value (Tobin's Q) from the relationship bonding tactics with respect to the relationship quality and CUSAM through the development of a conceptual framework that is able to explain the phenomenon.

Suggested Citation

  • Rizal Edy Halim, 2018. "The Economic Impact of Relationship Bonding Tactics: A Research Agenda," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 65-81.
    • Handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:65-81
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    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_1_6.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    Relationship bonding tactics; relationship quality; CUSAM; marketing-finance interface JEL Classifications: M30; M31; M40; L21; L25.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M40 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - General
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm

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