IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxy2017i3bp65-81.html
   My bibliography  Save this article

The Economic Impact of Relationship Bonding Tactics: A Research Agenda

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.ersj.eu/dmdocuments/2018_XXI_1_6.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bolton, R.N. & Lemo, K.N. & Verhoef, P.C., 2002. "The Theoretical Underpinnings of Customer Asset Management," ERIM Report Series Research in Management ERS-2002-80-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. repec:ers:journl:v:xx:y:2017:i:2b:p:397-411 is not listed on IDEAS
    3. Natalia G. Vovchenko & Evgeniy N. Tishchenko & Tatiana V. Epifanova & Mark B. Gontmacher, 2017. "Electronic Currency: The Potential Risks to National Security and Methods to Minimize Them," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 36-48.
    4. Eleftherios Thalassinos & Dimitrios Maditinos & Athanasios Paschalidis, 2012. "Observing evidence of insider trading in the Athens Stock Exchange," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 1(1), pages 1-26, December.
    5. El. Thalassinos & Th. Kiriazidis, 2003. "Degrees Of Integration In International Portfolio Diversification: Effective Systemic Risk," European Research Studies Journal, European Research Studies Journal, vol. 0(1-2), pages 119-130, January -.
    6. Liudmila Vasilevna Nikolova & Dmitriy Grigorievich Rodionov & Natalya Vladimirovna Afanasyeva, 2017. "Impact of Globalization on Innovation project Risks Estimation," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 396-410.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Konstantinos Liapis & Antonios Rovolis & Christos Galanos, 2013. "Toward a Common Tax Regime for the European Union Countries," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 93-116.
    2. Harilaos F. Harissis & George E. Makrivogiatzakis & Stavros E. Arvanitis, 2013. "Risk Assessment in the Context of Internal Audit in Greek Listed Companies at Athens Stock Exchange," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 14-37.
    3. Oksana Viktorovna Kuchmaeva & Elena Aleksandrovna Maryganova & Olga Anatolievna Mahova & Tatyana Pavlovna Maksimova, 2017. "Implementing the Concept of Sustainable Development in Russia: Developing the Childhood Infrastructure," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 522-535.
    4. Oxana Leonidovna Chulanova & Gulnara Hamitovna Kucherenko & Dmitry Viktorovich Chulanov & Andrey Vladimirovich Kirillov & Aleksandr V. Melnichuk, 2017. "Crowd-Technology in the Selection of Personnel," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 380-397.
    5. Kristina Bojare & Inna Romanova, 2017. "The Factors Affecting the Profitability of Banks: The Case of Latvia," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 905-919.
    6. Alena Anatolievna Uksumenko & Irina Aleksandrovna Kuzmicheva & Olga Yurievna Vorozhbit, 2017. "Effective Marketing Strategy for Regional Banks," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 558-567.
    7. Aleksey Vladimirovich Gribanov & Vladimir Vladimirovich Mitrokhin & Mariya Viktorovna Vilkova, 2017. "Innovation as the Main Factor for Sustainable Development of a Commercial Bank," European Research Studies Journal, European Research Studies Journal, vol. 0(4A), pages 408-416.
    8. Sri Murni Setyawati & Mahardhika Cipta Raharja, 2018. "Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 507-518.
    9. A. Atabekov & O. Yastrebov, 2018. "Legal Status of Artificial Intelligence Across Countries: Legislation on the Move," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 773-782.
    10. John Chalikias, 2015. "Greek Economy: 1950 - 2014: The 30 Year Road Leading to the Greek Financial Crisis and the IMF-EU-ECB Bail-Out: Investments and Exports Are the Way Out," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 67-78.
    11. Ismail Magerramovich Aliev & Viktor Ivglafievich Sigov, 2017. "Creating a Learning Organization as an Increase in the Adaptability of a Company's Human Capital to the Volatility of the External Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 57-69.
    12. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    13. Brahim Idir, 2018. "L’impact des bénéfices perçus des programmes de fidélisation sur la fidélité à l’enseigne : le rôle médiateur de la fidélité au programme de fidélité," CEPN Working Papers 2018-03, Centre d'Economie de l'Université de Paris Nord.
    14. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December.
    15. Chinmaya Behera & Bikash Ranjan Mishra & Biswashree Tanaya Priyadarsini & Lopamudra D. Satpathy, 2020. "Institutional Quality and Foreign Direct Investment Inflows: Evidence from Cross-country Data with Policy Implication," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 302-316.
    16. Irena Jindrichovska & Erginbay Ugurlu & Eleftherios I. Thalassinos, 2020. "Exploring the Trend of Czech FDIs and their Effect to Institutional Environment," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 94-108.
    17. Zahra Idrees & Xia Xinping, 2017. "Quality of Banking Services & Customer Retention: Moderated by Relationship Characteristics," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(2), pages 205-217, February.
    18. Svetlana Martynova & Polina Sazonova, 2018. "Women's Entrepreneurship in the Innovative Regions of Russia in the Mirror of Qualitative Sociological Research," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 843-858.
    19. Piotr Misztal, 2021. "The Size and the Main Determinants of China’s Official Currency Reserves in the Period 1990-2019," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 568-582.
    20. T.L. Bezrukova & Yu.N. Stepanova & I.I. Shanin & Yu.V. Busarina & S.Yu. Nesterov, 2017. "Aspect-Oriented, Key-Index Based Regional Business Entities' Evaluation Framework," European Research Studies Journal, European Research Studies Journal, vol. 0(3B), pages 183-192.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xx:y:2017:i:3b:p:65-81. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.