Relationship Marketing in the Consumer Market: Scientific Production Profile and Research Agenda

Authors

DOI:

https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.569

Keywords:

Relationship marketing, Relationship with the consumer, Bibliometric review

Abstract

Objective: in view of the relevance of relationship marketing for organizations operating in the business-to-consumer market (B2C) and the gap in the literature regarding the comparison of national and international production scenarios, the objective of this article was to map the state of the art consumer relationship and propose a research agenda

Method: a bibliometric review was carried out with 435 articles published between 2015 and 2019, classified according to demographic, institutional and methodological criteria

Results: there was a predominance of empirical and quantitative articles, in addition to the need for conceptual development for the theme. There is a preference for the application of research in the private sector, configuring the research gap of the theme with regard to the public sector

Conclusions: the contributions reside in the presentation of research itineraries, whose main purpose is to assist the theoretical and empirical development of relationship marketing, benefiting both the academic community and organizations

Downloads

Download data is not yet available.

Author Biographies

Gisela Demo, Universidade de Brasília - UnB

Pós-doutorado em Management & Organizations, pela Anderson School of Management, University of California, Los Angeles. Doutora em Psicologia pela Universidade de Brasília - UnB, Brasília, (Brasil). Professora associada e pesquisadora do Departamento de Administração (ADM) e do Programa de Pós-Graduação em Administração (PPGA) da Universidade de Brasília - UnB.

Talita Lima, Universidade de Brasília - UnB

Mestre em Administração pelo Programa de Pós-Graduação em Administração da Universidade de Brasília - PPGA/UnB), Brasília, (Brasil).

Fernanda Scussel, Universidade de Brasília - UnB

Doutora em Administração pela Universidade Federal de Santa Catarina -  UFSC, Santa Catarina, (Brasil).

Paulo Miranda, Universidade de Brasília - UnB

Doutorando em Administração pela 
Universidade de Brasília - UnB, Brasília,  (Brasil).

Lucas Moreno, Universidade de Brasília - UnB

Mestre em Administração pela Universidade de Brasília -UnB, Brasília, (Brasil). 

Professor voluntário na Universidade de Brasília - UnB.

References

Agariya, A. K., & Singh, D. (2011). What really defines relationship marketing? A review of definitions and general and sector-specific defining constructs. Journal of Relationship Marketing, 10(4), 203-237.

Agariya, A. K., & Singh, D. (2012). CRM Scale Development and Validation in Indian Insurance Sector. The Journal of Internet Banking and Commerce, 17(2), 1-21.

Almeida, S. D, Lopes, T. C., & Pereira, R. (2006). A produção científica em marketing de relacionamento no Brasil entre 1990 e 2004. Encontro de Marketing da ANPAD, 2.

Araújo, R. F., & Alvarenga, L. (2011). A bibliometria na pesquisa científica da pós-graduação brasileira de 1987 a 2007. Encontros Bibli, 16(31), 51-70.

Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.

Chadegani, A., Salehi, H., Yunus, M., Farhadi, H., Fooladi, M., Farhadi, M., & Ale Ebrahim, N. (2013). A comparison between two main academic literature collections: Web of Science and Scopus databases. Asian Social Science, 9(5), 18-26.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Demo, G., & Rozzett, K. (2013). Customer relationship management scale for the business-to-consumer market: exploratory and confirmatory validation and models comparison. International Business Research, 6(11), 29-42.

Demo, G., Batelli, L., & Albuquerque, P. (2015). Customer relationship management scale for video games’ players: Exploratory and ordinal factor analysis. Revista Organizações em Contexto, 11(22), 285-312.

Demo, G., Fogaça, N., & Cardoso, H. (2017). Desenvolvimento e validação de uma Escala de Relacionamento para Clientes de Telecom. Negócios em Projeção, 8(2), 28-49.

Demo, G., Fogaça, N., Ponte, V., Fernandes, T., & Cardoso, H. (2015). Marketing de relacionamento (CRM): estado da arte, revisão bibliométrica da produção nacional de primeira linha, institucionalização da pesquisa no brasil e agenda de pesquisa. Revista de Administração Mackenzie, 16(5), 127-160.

Demo, G., Rozzett, K., Fogaça, N., & Souza, T. (2018). Development and validation of a customer relationship scale for airline companies. Brazilian Business Review, 15(2), 105-119.

Demo, G., Watanabe, E. A. D. M., Chauvet, D. C. V., & Rozzett, K. (2017). Customer relationship management scale for the B2C market: A cross-cultural comparison. Revista de Administração Mackenzie, 18(3), 42-69.

Eslami, S. (2012). A study on the customer relationship management model adaptability with the municipality services and duties environment. International Research Journal of Finance and Economics, 82, 33-48.

Faria, L. H. L., Giuliani, A. C., Pizzinatto, N. K., & Spers, V. R. E. (2014). 20 anos de publicações sobre marketing de relacionamento no Brasil: uma análise da produção acadêmica de 1992 a 2012. Revista Brasileira de Marketing, 13(1), 106-118.

Frow, P. E., & Payne, A. F. (2009). Customer relationship management: a strategic perspective. Journal of Business MarketMmanagement, 3(1), 7-27.

Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business & Industrial Marketing. 24(6), 351-359.

Grönroos, C. (2017). Relationship marketing readiness: theoretical background and measurement directions. Journal of Services Marketing. 31(3), 218-225.

Gupta, G., & Aggarwal, H. (2016). Analysing customer responses to migrate strategies in making retailing and CRM effective. International Journal of Indian Culture and Business Management, 12(1), 92–127.

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376.

Kitchenham, B. (2004). Procedures for performing systematic reviews. Keele, UK, Keele University, 33(2004), 1-26.

Larentis, F., Antonello, C. S., & Slongo, L. A. (2018). Cultura organizacional e marketing de relacionamento: uma perspectiva interorganizacional. Revista Brasileira de Gestão de Negócios, 20(1), 37-56.

Martins, G. B. M. (2017). Clientes fiéis, supermercados mais rentáveis: desenvolvimento e validação de uma escala de relacionamento com clientes de supermercados–ERC SUPER. Revista Gestão Industrial, 12(4), 237-257.

McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of Consumer Research, 40(1), 136-158.

Mehta, A., & Tajeddini, J. (2016). Developing system approach for integrated customer relationship marketing in light of different prospective. Middle East Journal of Management, 3(2), 110.

Ngai, E. W. (2005). Customer relationship management research (1992‐2002). Marketing intelligence & planning. 23(6), 582-605.

Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270.

Pritchard, A. (1969). Statistical bibliography or bibliometrics. Journal of Documentation, 25(4), 348-349.

Queiroz, M.M. and Telles, R. (2018), "Big data analytics in supply chain and logistics: an empirical approach", The International Journal of Logistics Management, 29(2), 767-783.

Reis, A. C. B. C., Iacovelo, M. T., Almeida, L. B. B., & Costa Filho, B. A. (2016). Marketing de relacionamento: agregando valor ao negócio com big data. Revista Brasileira de Marketing, 15(4), 512-523.

Ross, B. (2009). Ten tips to winning at consumer centricity: for retailers and manufacturers. Journal of Consumer Marketing, 26(6), 450-454.

Rozzett, K., & Demo, G. (2010). Desenvolvimento e validação fatorial da escala de relacionamento com clientes (ERC). Revista de Administração de Empresas, 50(4), 383-395.

Scussel, F. B. C. (2017). Poder, paradigmas e domínio na pesquisa em marketing no Brasil: uma análise da produção nacional da disciplina a partir das matrizes epistêmicas. Administração: Ensino e Pesquisa, 18(3), 518-557.

Scussel, F. B. C., de la Martinière Petrol, M., Semprebon, E., & Da Rocha, R. A. (2017). O que é, a final, marketing de relacionamento? Uma proposta de conceito unificador. Revista de Ciências da Administração, 19(48), 9-23.

Scussel, F., & Demo, G. (2019). Os Aspectos Relacionais do Consumo de Luxo no Brasil: O desenvolvimento da Escala de Percepção de Relacionamento de Consumidores de Luxo e a Análise da Influência da Personalidade de Marca sobre a Percepção de Relacionamento com Marcas de Moda de Luxo. Brazilian Business Review, 16(2), 174-190.

Sheth, J. N., & Parvatiyar, A. (2000). The domain and conceptual foundations of relationship marketing. Handbook of Relationship Marketing, 3-38.

Sin, L. Y., Alan, C. B., & Yim, F. H. (2005). CRM: conceptualization and scale development. European Journal of Marketing. 39(11/12), 1264-1290.

Spottke, B., Eck, A., & Wulf, J. (2016, December). A socio-technical approach to study consumer-centric information systems. Proceedings of the International Conference on Information Systems, Dublin, Ireland, 37.

Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369-393.

Tague-Sutcliffe, J. (1992). An introduction to informetrics. Information Processing & Management, 28(1), 1-3.

Thaichon, P., Liyanaarachchi, G., Quach, S., Weaven, S., & Bu, Y. (2019). Online relationship marketing: evolution and theoretical insights into online relationship marketing. Marketing Intelligence & Planning, 38(6), 676-698.

Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222.

Wilson, E. J., & Vlosky, R. P. (1997). Partnering relationship activities: building theory from case study research. Journal of Business Research, 39(1), 59-70.

Zinkhan, G. M. (2002). Relationship marketing: Theory and implementation. Journal of Market-Focused Management, 5(2), 83-89.

Zinkhan, G. M., & Cheng, C. A. (1992). Marketing communication intensity across industries. Decision Sciences, 23(3), 758-769.

Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429-472.

Published

2021-02-25

How to Cite

Demo, G., Lima, T., Scussel, F., Miranda, P., & Moreno, L. (2021). Relationship Marketing in the Consumer Market: Scientific Production Profile and Research Agenda. Future Studies Research Journal: Trends and Strategies, 13(2), 179–202. https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i2.569

Issue

Section

Artigos / Articles

Similar Articles

1 2 3 > >> 

You may also start an advanced similarity search for this article.