Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets

被引:45
作者
Beck, Joshua T. [1 ]
Chapman, Kelly [2 ]
Palmatier, Robert W. [3 ]
机构
[1] Univ Cincinnati, Lindner Coll Business, Cincinnati, OH 45221 USA
[2] Univ Washington, Foster Sch Business, Seattle, WA 98195 USA
[3] Univ Washington, Foster Sch Business, Mkt & John C Narver Chair Business Adm, Seattle, WA 98195 USA
关键词
relationship marketing; loyalty programs; culture; economic development; international marketing; NATIONAL CULTURE; COMPANY IDENTIFICATION; REPURCHASE INTENTIONS; ECONOMIC-DEVELOPMENT; SWITCHING BARRIERS; CONSUMER ATTITUDES; TERM ORIENTATION; SELF-REGULATION; FEAR APPEALS; CUSTOMER;
D O I
10.1509/jim.15.0010
中图分类号
F [经济];
学科分类号
02 ;
摘要
Relationship marketing (RM) and loyalty programs (LPs) are key differentiation strategies for firms facing increasing global competition. Accordingly, global interest in RM and LPs has surged, though researchers examining these marketing activities typically apply U.S.-centric frameworks to international research contexts. To understand how RM and LPs may be influenced by factors that distinguish global markets, this review offers a comprehensive framework of both RM and LP mechanisms and considers how cultural and developmental contingency factors may alter the effects of these mechanisms on seller performance. The results from this review produce eight propositions about where specific RM and LP strategies should be most effective. By considering these mechanisms jointly, the authors also simultaneously delineate RM and LP theories and broaden the scope of global research in both domains.
引用
收藏
页码:1 / 21
页数:21
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