scholarly journals Marketing relacional, un estudio sobre customer engagement, customer experience y customer success

UDA AKADEM ◽  
2021 ◽  
pp. 10-41
Author(s):  
Lizeth Stefanía Sare-Ramos ◽  
Rodrigo Fernando-Hallo
Keyword(s):  
Relationship Marketing ◽  
Customer Experience ◽  
Customer Engagement ◽  
Consumer Experience ◽  
Scientific Publications ◽  
Palabras Clave ◽  
Sales Process ◽  
Commercial Process ◽  
Relational Aspect ◽  
The Relationship

El marketing relacional o también llamado marketing de relaciones, juega un papel importante en la fidelización, el relacionamiento y la retención de los clientes con una marca. Los tres tipos o vertientes de esta rama de mercadotecnia analizadas, fueron el customer engagement o compromiso del consumidor, customer experience o experiencia del consumidor y el customer success o éxito del consumidor. El objetivo del estudio fue analizar las vertientes del marketing enfocados, principalmente, al tema relacional en donde a partir de sus características, dimensiones y, sobre todo, actividades se empató con el proceso de venta o comercial de las organizaciones y se planteó la Pirámide de las vertientes del marketing relacional como herramienta para la consecución de objetivos relacionales, teniendo como base el customer engagement y el customer experience. Este estudio respondió a una revisión bibliográfica exhaustiva – teórico descriptivo, en la que se analizaron publicaciones científicas de carácter empíricas, teóricas, analíticas y críticas, de aquellos autores que han estudiado sobre el tema. Se concluyó que el tipo de marketing relacional con mayor cantidad de actividades relacionadas con el proceso comercial es el customer experience, ya que su objetivo principal es brindar y mantener una experiencia positiva, de inicio a fin, durante todo el proceso de compra de un consumidor. La Pirámide de las vertientes del marketing relacional tomó una forma diferente teniendo como base el customer engagement y el customer success. Palabras clave: customer engagement, customer experience, customer success, fidelización, marketing relacional, proceso de venta. AbstractRelationship marketing also called relational marketing, plays an important role in customer loyalty, relationships, and retention with a brand. The three types or so-called aspects of this part of the marketing, which were analyzed in this study are: customer engagement or consumer commitment, customer experience or consumer experience and customer success or consumer success. The objective of this study was to analyze the types of marketing, based on the relational aspect, which includes characteristics, dimensions and especially activities. This analysis come together with the sales or the commercial process of organizations. For this, the Relationship Marketing Pyramid was proposed as a tool to achieve relational objectives using customer engagement and customer experience. This study was carried out under an exhaustive literature review scheme and a descriptive theory, in which empirical, theoretical, analytical, and critical scientific publications were analyzed. After the analysis, it was concluded that the type of relationship marketing with the greatest number of activities related to the commercial process is the customer experience, since its main objective is to provide and maintain a positive experience from the beginning to the end of the process of a consumer’s purchase. The Relationship Marketing Pyramid took a different form based on customer engagement and customer success.Keywords: customer engagement, customer experience, customer success, loyalty, relationship marketing, sales process

scholarly journals THE EFFECT OF CUSTOMER EXPERIENCE DESIGN, RELATIONSHIP QUALITY, AND EMOTION CONNECTION ON LOYALTY

2014 ◽  
Vol 13 (1) ◽  
Author(s):  
Elia Ardyan
Keyword(s):  
Relationship Quality ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Customer Experience ◽  
Equation Model ◽  
Consumer Experience ◽  
Experience Design ◽  
Emotional Connection ◽  
The Relationship

The purpose of this study is to determine the effect of customer experience design, emotion connection and relationship quality on customer loyalty. Hotel must manage the consumer experience well. When the consumer experience increase, it will give effect to increasing relationships quality and emotional connection. Increasing the quality of the relationship and emotional connection between the consumer and hotel is expected to increase customer loyalty. The sample in this study is 142 respondents. The analysis in this study uses a structural equation model, in which we use Amos version 20 to help data analysis. The result of this study : (1) there are positive and significant effects between customer experience design on relationship quality and between customer experience on emotional connection; (2) there are not any positive and significant effects between customer experience design, emotional connection, and relationship quality on custimer loyalty.

Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea

2021 ◽  
Vol 49 (2) ◽  
pp. 1-18
Author(s):  
Jae Woo Shin
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Customer Experience ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Bank Management ◽  
The Relationship ◽  
Mediation Models ◽  
Financial Technology

Digital banks based on new transaction systems, such as those developed in financial technology contexts, have begun to challenge and compete with traditional banks. Against this backdrop, in this study I examined how customer experience of digital banking, including usefulness, convenience, employee–customer engagement, and security, affected their satisfaction and reuse intention, and how customer satisfaction mediated the relationship between customer experience and reuse intention. To do this I conducted a survey with 247 Korean digital bank users. Structural equation modeling was used to test the relationships between the variables and further compare full and partial mediation models. The empirical results reveal that the four customer experience variables positively influenced reuse intention through satisfaction. These findings add to understanding of the mechanisms of customer reuse of digital banks, and provide practitioners with meaningful implications for developing strategies to improve customer and bank management.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

2019 ◽  
Vol 28 (2) ◽  
pp. 200-215 ◽  
Author(s):  
Muhammad Junaid ◽  
Fujun Hou ◽  
Khalid Hussain ◽  
Ali Ashiq Kirmani
Keyword(s):  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Consumer Experience ◽  
Brand Love ◽  
Content Type ◽  
Consumption Experience ◽  
Generation M ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.Design/methodology/approachA sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.FindingsThe findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.Practical implicationsThis paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.Originality/valueThe paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

Educación y valores

2014 ◽  
pp. 83
Author(s):  
Sabino de Juan López
Keyword(s):  
Key Words ◽  
A Priori ◽  
Palabras Clave ◽  
The Subject ◽  
The Relationship ◽  
Problem Of The Criterion

RESUMEN En el artículo se ofrece una reflexión en torno a la educación y valores. Tras una referencia a los diferentes sentidos en que se puede plantear el problema en función de la forma como se puede entender la relación entre los dos sustantivos “educación” y “valores”, la reflexión se centra en algunos problemas relacionados con los valores en cuanto contenidos de la educación. Primeramente se refiere al problema del criterio en función del cual determinar los valores de la educación, concluyendo en que el criterio no podía ser ni de carácter a priori, ni empírico, sino “sintético”. A continuación, se afronta el problema del principio, de la fuente de los valores, o la concreción del criterio de los valores de la educación, entendiendo que éstos deberían ser determinados a partir del sujeto de la educación. Se concluye con la referencia a una exigencia de los valores de la educación, la configuración de una totalidad unitaria e interactiva. Palabras clave: educación, valores, fuente de valores, integración, cultura EDUCATION AND VALUES ABSTRACT The article offers a reflection on education and values. After a reference to the different senses in which one can pose the problem in terms of how you can understand the relationship between the two nouns “education” and “values”, reflection focuses on some problems related to the values in the contents of education. First, it concerns the problem of the criterion against which to determine the values of education, concluding that the criterion could be neither a priori in nature, not empirical, but “synthetic”. Herein, the problem of principle is faced, the source of values, or the realization of the criterion of the values of education, understanding that these should be determined from the subject of education. It concludes with the reference of a requirement of the values in education, setting up a unitary and interactive whole. Key Words: education, values , power values , integration, culture

Understanding the Relationship Between Customer Satisfaction, Customer Engagement and Repeat Purchase Behaviour

2021 ◽  
pp. 097226292199259
Author(s):  
Devika Rani Sharma ◽  
Balgopal Singh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Building ◽  
Customer Relationship ◽  
Mediation Effect ◽  
Customer Engagement ◽  
Mediating Role ◽  
Repeat Purchase ◽  
Building Activities ◽  
The Relationship

Emergence of technology has not only boosted the growth of customer engagement but has also paved way for customers to become active co-creators with the firms. Customer engagement activities are taking over the customer relationship building activities in the present scenario. Customers’ experience with a particular brand has its impact on satisfaction levels and their repurchasing intention in future as well. According to Rosetta Consulting report an engaged customer is likely to buy 90% more frequently and may spend 300% more than other customers. Hence, the present has tried to understand the mediating role of satisfaction on customer engagement in retaining the customers or persuading the customers to repurchase. The results show that there exists a significant mediation effect of customer satisfaction in influencing their repeat purchase behaviour.

Does Customer Experience Always Benefit Company? Examining Customers’ Epistemic Motivation and Interaction With Service Contexts

2021 ◽  
pp. 183933492199886
Author(s):  
Vu Thi Mai Chi ◽  
Widya Paramita ◽  
Tran Ha Minh Quan
Keyword(s):  
Social Identity Theory ◽  
Empirical Support ◽  
Customer Experience ◽  
Customer Engagement ◽  
Survey Method ◽  
Epistemic Motivation ◽  
Engagement Behavior ◽  
Company Identification ◽  
Employee Identification

The main purpose of this study is explaining how and when customer experience benefits the company. Built upon social identity theory, we propose that customer experience leads to customer engagement behavior, via two routes: customer-company and customer-employee identification. Furthermore, we advance that customers’ epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior. We ran two studies to validate the measurement of customer experience and to test our hypotheses. For the two studies, we employed a survey method by recruiting consumers of beauty salons in Vietnam. The results demonstrated that EXQ as a measurement for customer experience is applicable to the context of the study and provided empirical support for the hypotheses. Such as, this research found that customer experience positively influences customer engagement behavior as mediated by customer-company and customer-employee identification. Furthermore, this research revealed that customer epistemic motivation negatively moderates the mediated effect of customer experience on customer engagement behavior via customer-employee identification. However, the moderating role of customer epistemic motivation is insignificant for the mediated relationship via customer-company identification. Finally, this research offers theoretical and practical contributions that are elaborated and further discussed.

Depressive Experience and Romantic Relationships in Young Adulthood

1998 ◽  
Vol 82 (1) ◽  
pp. 339-349 ◽  
Author(s):  
Thomas L. Morrison ◽  
Anthony J. Urquiza ◽  
Beth L. Goodlin-Jones
Keyword(s):  
Romantic Relationships ◽  
Relationship Satisfaction ◽  
Young Adulthood ◽  
Local Community ◽  
Attachment Security ◽  
Relationship Distress ◽  
Sexual Dissatisfaction ◽  
Two Factors ◽  
Relational Aspect ◽  
The Relationship

This study examined the associations between two factors of depressive experience (dependency and self-criticism) and satisfaction in adult romantic relationships. The Depressive Experiences Questionnaire, along with measures of attachment and relationship satisfaction, were administered to 107 men and 140 women attending local community colleges. Self-criticism was associated with global relationship distress and sexual dissatisfaction. In a combined regression equation, measures of self-criticism, attachment security, and attachment activation all contributed to predicting general relationship distress. Only scores on self-criticism predicted sexual dissatisfaction. The relationship dissatisfaction reported by those with high scores on self-criticism appears to be a relational aspect of the “destructiveness of perfectionism” described by Blatt.

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