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Relationship Marketing (RM) presumes trust as an important antecedent for the performance of interfirm relationships. Current research is dominated by an interpersonal perspective. In this research tack, trust chiefly emerges as a result of interpersonal relationships. But multiple risks arise if customer trust rests solely on elements inextricably linked to single representatives. Hence, this paper evaluates the impact of organizational capabilities and the moderating role of customer preferences on the trust creation process. The framework presented here is tested cross-industry on 220 customers for IT solutions. The results offer significant insight into the effectiveness of individual and organizational RM strategies.
In order to be innovative, an organisation has to utilise the skills of all its employees. Implementing the potential of women, older staff members as well as people with different backgrounds leads to more creative ideas, new approaches and results in more innovative products. But how can a company use the innovative potential of its diverse workforce? And how can customer diversity be used to create innovations?
This book answers these questions as well as many more related to the topic of diversity management and innovation. Special emphasis is put on the role of women in the innovation system. Therefore, the language and effects of pictures used in job advertisements are addressed. Moreover, measures to advocate highly innovative women are identified including their demands regarding workplace requirements.
In addition, the book deals with diversity management in both publicly traded companies and public institutions. The involvement of children as Lead Users along the product development process is addressed as well. Given the fact that innovation does not only comprise products, but also services, a separate chapter focusing on the effect of Diversity on service innovations is included.
In this presentation the audience will be: (a) introduced to the aims and objectives of the DBTechNet initiative, (b) briefed on the DBTech EXT virtual laboratory workshops (VLW), i.e. the educational and training (E&T) content which is freely available over the internet and includes vendor-neutral hands-on laboratory training sessions on key database technology topics, and (c) informed on some of the practical problems encountered and the way they have been addressed. Last but not least, the audience will be invited to consider incorporating some or all of the DBTech EXT VLW content into their higher education (HE), vocational education and training (VET), and/or lifelong learning/training type course curricula. This will come at no cost and no commitment on behalf of the teacher/trainer; the latter is only expected to provide his/her feedback on the pedagogical value and the quality of the E&T content received/used.
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Suppliers need to improve their relational capabilities if they are to enhance customer trust. Debate about such capabilities is dominated by an interpersonal approach. This paper provieds novel marketing options by expanding insights into alternative types of relational capabilities. Furthermore, the moderating role of customer preferences on the effectiveness of relational capabilities is evaluated.
Behavioral economics links social, cognitive and emotional elements to help understand and explain the economic decision-making of individuals and institutions. The focus of research in behavioral economics is on individual choice and the motives underlying that choice. This study booklet introduces the key features and ideas of behavioral economics.
This is the first copy of JIEBS. The papers it presents are the result of a call for papers CEBS made in 2011. We actually received far more interesting papers and research reports than expected.They all passed a double blind review and the papers naturally are the original work of the named authors. The choice we finally made was also influenced by the topic of the CEBS annual conference 2011, namely the influence of infrastructure and skilled labour on Indo-European Business. The papers analyse structure and explain many issues related to this, they raise questions and point towards areas for further research and they form the nucleus of this new and currently only scientific platform for Indo-European business studies.
Turning complainers into fans : towards a framework for customer services in social media channels
(2012)
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.