IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/20706.html
   My bibliography  Save this paper

Boosting Total Relationship Marketing

Author

Listed:
  • Aykut, Arslan

Abstract

This paper explores the track of marketing, by referring to the literature, through the advancements in digitalized technological systems particularly Information Technologies (IT), the emergence of a more broadly educated and more discerning consumer with increasing discretionary spending and purchasing power, the adoption of Total Quality Management (TQM) as the biggest competitive issue of 1990s, the growth of the service economy, the increase of competitive intensity and its impact on customer retention, and finally from a production-oriented definition of marketing to customer-oriented one(transaction to relationships). Actually all these variables are considered to be the main drivers of Relationship Marketing (RM) that led the pathway to Total Relationship Marketing (TRM).

Suggested Citation

  • Aykut, Arslan, 2008. "Boosting Total Relationship Marketing," MPRA Paper 20706, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:20706
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/20706/1/MPRA_paper_20706.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mosad Zineldin & Hisao Fujimoto & Yu Li & Hemant Kassean & Valentina Vasicheva & We Feng Yu, 2015. "Why do both marriages and strategic alliances have over 50% failure rate? A study of relationship quality of strategic alliances in China, Japan and Mauritius," International Journal of Human Rights and Constitutional Studies, Inderscience Enterprises Ltd, vol. 4(1), pages 1-23.

    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. P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    2. Chao-Hung Wang & Li-Chang Hsu & Shyh-Rong Fang, 2009. "Constructing a relationship-based brand equity model," Service Business, Springer;Pan-Pacific Business Association, vol. 3(3), pages 275-292, September.
    3. Carmen Lages & Cristiana Raquel Lages & Luis Filipe Lages, 2004. "The relqual scale: a measure of relationship quality in export market ventures," Nova SBE Working Paper Series wp447, Universidade Nova de Lisboa, Nova School of Business and Economics.
    4. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    5. Christian Engau & Volker Hoffmann, 2011. "Corporate response strategies to regulatory uncertainty: evidence from uncertainty about post-Kyoto regulation," Policy Sciences, Springer;Society of Policy Sciences, vol. 44(1), pages 53-80, March.
    6. S. Steenhaut & P. Van Kenhove, 2003. "Consumers’ Reactions to “Receiving Too Much Change at the Checkout”," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/186, Ghent University, Faculty of Economics and Business Administration.
    7. Whipple, Judith M. & Frankel, Robert, 1998. "The Alliance Formation Process," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 1(3), pages 1-23.
    8. Eriksson, Kent & Mattsson, Jan, 1998. "Bank managers on developing customer relations," Working Papers 1998:2, Uppsala University, Department of Business Studies.
    9. D. Vandaele & P. Gemmel, 2007. "Dealing with Business Service Transactions after the Sourcing Decision: Influence of Contract and Uncertainty," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 07/432, Ghent University, Faculty of Economics and Business Administration.
    10. Sidorchuk, Roman, 2009. "Предпринимательство И Маркетинг [Entrepreneurship and marketing]," MPRA Paper 19115, University Library of Munich, Germany.
    11. Teresa M. Fernandes & João F. Proença & P.K. Kannan, 2008. "The Relationships in Marketing: Contribution of a Historical Perspective," FEP Working Papers 274, Universidade do Porto, Faculdade de Economia do Porto.
    12. Elg, Ulf, 2005. "A study of inter-firm market orientation dimensions in Swedish, British and Italian supplier-retailer relationships," Working Paper Series 2005/6, Lund University, Institute of Economic Research.
    13. Buckinx, Wouter & Van den Poel, Dirk, 2005. "Customer base analysis: partial defection of behaviourally loyal clients in a non-contractual FMCG retail setting," European Journal of Operational Research, Elsevier, vol. 164(1), pages 252-268, July.
    14. Sichtmann, Christina & Griese, Ilka & Klein, Maren, 2007. "Determinants of the international performance of services: a conceptual model," Discussion Papers 2007/17, Free University Berlin, School of Business & Economics.
    15. Pierre Volle & Aîda Mimouni, 2006. "Les bénéfices perçus des programmes relationnels : une approche de segmentation appliquée aux enseignes de distribution," Post-Print halshs-00164834, HAL.
    16. Gidhagen, Mikael, 1998. "Insurance marketing : services and relationships," Working Papers 1998:4, Uppsala University, Department of Business Studies.
    17. Alina Filip & Nicolae Al. Pop, 2007. "Strategic views regarding the relationship marketing approach and the transactional marketing approach within the financial and banking segment," Management & Marketing, Economic Publishing House, vol. 2(3), Autumn.
    18. Ángel L. Meroño Cerdán & Narciso Arcas Lario, 2006. "Equipamiento y gestión de las tecnologías de la información en las cooperativas agroalimentarias," CIRIEC-España, revista de economía pública, social y cooperativa, CIRIEC-España, issue 54, pages 5-31, April.
    19. NOTEBAERT, Jean-François & ASSADI, Djamchid & ATTUEL-MENDES, Laurence, 2008. "La qualité de l'interactivité dans la communication du service client sur les sites de banques : du courriel au Web 2.0," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 2008-01, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    20. C. Bhattacharya & Daniel Korschun & Sankar Sen, 2009. "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives," Journal of Business Ethics, Springer, vol. 85(2), pages 257-272, April.

    More about this item

    Keywords

    Relationship Marketing; Marketing; Total Quality Management; Total Relationship Marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    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:pra:mprapa:20706. 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: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    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.