مشخصات مقاله | |
ترجمه عنوان مقاله | بازاریابی رابطه مند آنلاین و وفاداری مشتری: چشم انداز تئوری سیگنالینگ |
عنوان انگلیسی مقاله | Online relationship marketing and customer loyalty: a signaling theory perspective |
انتشار | مقاله سال ۲۰۱۹ |
تعداد صفحات مقاله انگلیسی | ۱۶ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
پایگاه داده | نشریه امرالد |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master journals – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۲٫۸۱۳ در سال ۲۰۱۸ |
شاخص H_index | ۷۱ در سال ۲۰۱۹ |
شاخص SJR | ۰٫۷۶۰ در سال ۲۰۱۸ |
شناسه ISSN | ۰۲۶۵-۲۳۲۳ |
شاخص Quartile (چارک) | Q2 در سال ۲۰۱۸ |
مدل مفهومی | دارد |
پرسشنامه | ندارد |
متغیر | ندارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی، مدیریت کسب و کار، مدیریت فناوری اطلاعات |
نوع ارائه مقاله |
ژورنال |
مجله | مجله بین المللی بازاریابی بانکی – International Journal of Bank Marketing |
دانشگاه | Department of Marketing and Entrepreneurship, University of Ghana Business School, Accra, Ghana |
کلمات کلیدی | بازاریابی رابطه مند، تعامل، مشارکت، نظریه سیگنالینگ، وفاداری مشتری، اعتماد آنلاین |
کلمات کلیدی انگلیسی | Relationship marketing، Interactivity، Engagement، Signalling theory، Customer loyalty، Online trust |
شناسه دیجیتال – doi |
https://doi.org/10.1108/IJBM-01-2018-0009 |
کد محصول | E12608 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract
۱- Introduction ۲- Literature review and hypotheses ۳- Method ۴- Results ۵- Discussion and conclusion References |
بخشی از متن مقاله: |
Abstract Purpose – Online technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and theorization when it comes to explaining the link between online relationship marketing (ORM) activities and their impact on firm relationship marketing (RM) objectives. Thus, the purpose of this paper is to examine the signaling role of ORM activities in generating online trust and customer loyalty, through the lens of the signaling theory. Introduction It has become increasingly important for firms to build relationships with their customers and other key stakeholders in the industries within which they operate. This can be attributed, in part, to the advent of new forms of technology, and their ability to alter the nature of relationships and the way they are developed between firms and their stakeholders (Verma et al., 2016; Guo, 2014). Relationship marketing (RM) as a strategy contributes immensely to the firm’s value proposition within the marketplace. It fosters partnerships, which ultimately lead to profitable exchanges that help firms to acquire, retain and adequately satisfy their customers (Kanagal, 2009). But, technological advances are affecting customer expectations (Armistead and Kiely, 2003). Their needs and wants are constantly evolving, and as a result, marketers must frequently evaluate their methods to keep up with emerging trends. Although, businesses all over the globe are leveraging new and emerging technologies like e-mails (Huang and Shyu, 2009), Web 2.0 tools (Mitic and Kapoulas, 2012) and mobiles in enhancing existing relationships, as well as creating new channels of interaction with their customers, there is the need for extensive research regarding this phenomenon. Researchers such as Ghazi et al. (2013) and Huang and Shyu (2009) opine that there is limited research on firms’ RM activities online and how it influences other RM outcomes. For instance, some scholars (Fam et al., 2004) have postulated the relevance of studying the incorporation of firms’ RM activities online with other organizational practices and outcomes, to the advancement of existing knowledge on the role and potential of internet technology in RM. Furthermore, there is also a need for more theorization in understanding the relationship between the online variables and the RM constructs. That conceptual link tends to be silent in extant online relationship marketing (ORM) research. |