Transforming Relationship Marketing : Strategies and Business Models in the Digital Age book cover
1st Edition

Transforming Relationship Marketing
Strategies and Business Models in the Digital Age

ISBN 9780367548186
Published April 29, 2022 by Routledge
174 Pages 12 B/W Illustrations

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Book Description

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.

The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

Table of Contents

1.Online Retailing and Relationship Marketing: Evolution and Theoretical insights into online retailing and relationship marketing, Park Thaichon. Gajendra Liyanaarachchi, Vanessa Ratten, Maria Dharmesti, Sara Quach, Scott Weaven 2. Risks and Barriers towards Organ Donation: Strategies to move forward from Relationship Marketing Perspectives, Amani Alsalem and Sara Quach 3. Multi-generation Sponsorship. Awareness, Attitudes and Purchase Intentions in successive generations, Konstantinos Koronios, Panagiotis Dimitropoulos, John Douvis, Andreas Papadopoulos, Marios-Daniil Papaloukas, Vanessa Ratten 4. Digital Banking and Customer Satisfaction: The Nigerian Perspective, Oluchukwu Jones Mordi, Ade Oriade, Yong Wang and Victor Atiase 5. The Role of Religiosity in Collaborative Consumption Behavior, Soha Abutaleb, Noha Elbassiouny, Sara Hamed 6. Customer perceptions in Possession Processing Services: Factors and indicators of behavioral loyalty, Kittisorn Boonnark, Mitchell Ross, Jiraporn Surachartkumtonkun and Sara Quach 7. Athlete entrepreneurs: Relationship marketing through collaborative ideation, Vanessa Ratten and Park Thaichon 8. Relationship Marketing through Error Management and Organizational Performance – Does it matter? Margarida Oliveira, Susana Rodrigues, Eulália Santos and Isabel Miguel 9. Relationship marketing in the digital age, Vanessa Ratten and Tanvir Ahmed 10. Online Retailing and Relationship Marketing: The Current Landscape and Future Developments, Park Thaichon, Maria Dharmesti, Sara Quach, Gajendra Liyanaarachchi, Scott Weaven, Vanessa Ratten

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Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University, Australia. Park's main research interests include relationship marketing, big data, privacy, dark marketing and consumer behaviour.

Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Vanessa's main research interests are technology innovation, sport entrepreneurship and digital innovation.


"The book explores relationship marketing from a digital perspective. The topics covered by this book are new and receiving an ongoing demand from academic and business audiences. The review of the current research and future research directions in online relationship marketing is original and will surely generate much interest among people in marketing and behavioural sciences. Congratulations to the authors for such a fine work." ─ Hiram Ting, Associate Professor, Faculty of Hospitality and Tourism Management, UCSI University, Malaysia

"This must-read book highlights the importance of relationship marketing in the digital era. The book begins with a review of the evolution of online retailing and relationship marketing, providing salient theoretical insights into this retailing phenomenon. Subsequent chapters comprehensively examine the emerging topics of (1) risks and barriers towards organ donation; (2) awareness, attitudes and purchase intentions in multi-generation sponsorship; (3) digital banking and customer satisfaction; and (4) the role of religiosity in collaborative consumption behaviour. This real value of this book is in effectively synthesizing the inherent complexities of relationship marketing into easy-to-consume and insightful ideas that will guide modern strategic thinking and action."Scott Weaven, Professor, Head of Department, Department of Marketing, Griffith University, Australia

"I recommend this book to anyone who wants to understand the development and current research in online relationship marketing. This book addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisations and suggests different relationship-building strategies and techniques to successfully manage relationships with customers and other stakeholders." ─ Nicolas Hamelin, Associate Professor and NeuroScience Lab Director, S P Jain School of Global Management, Australia