Article 7

Question 1

Who wrote “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis”?

Answer 1

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70(4), 136-153. https://doi-org.ru.idm.oclc.org/10.1509/jmkg.70.4.136

Question 2

What is RM (Relationship Marketing)?

Answer 2

all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges

Question 3

What parts of the Katsikeas et al. framework does the Palmatier et al paper involve?

Answer 3

Realized Marketing Programs, Customer Mindset, Customer Behavior, Product-Market Performance

Question 4

What is retention equity, in Palmatier et al?

Answer 4

the customer’s tendency to stick with the brand above and beyond objective and subjective assessments of the brand

Question 5

What is customer loyalty, in the Palmatier et al paper?

Answer 5

A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior

Question 6

What are the four mediators on ‘measuring’ customer relationships in Palmatier et al?

Answer 6

1) Commitment, 2) Trust, 3) Relationship Satisfaction, and 4) Relationship Quality

Question 7

How is commitment defined in Plamatier et al?

Answer 7

An enduring desire to maintain a valued relationship

Question 8

How is trust defined in Plamatier et al?

Answer 8

Confidence in an exchange partner’s reliability and integrity

Question 9

How is relationship satisfaction defined in Palmatier et al?

Answer 9

A customer’s affective or emotional state toward a relationship

Question 10

How is relationship quality defined in Palmatier et al?

Answer 10

An overall assessment of the strength of a relationship

Question 11

What are the three types of antecedents and outcomes in the Palmatier et al framework?

Answer 11

1) Customer-Focused, 2) Seller-Focused, 3) Dyadic

Question 12

What is an example of a Customer-Focused Antecedent in Palmatier et al?

Answer 12

Relationship benefits; Dependence on the seller

Question 13

What is an example of a Seller-Focused Antecedent in Palmatier et al?

Answer 13

Relationship investment; Seller expertise

Question 14

What is an example of a Dyadic Antecedent in Palmatier et al?

Answer 14

Communication; Similarity; Conflict; Relationship duration; Interaction frequency

Question 15

What is an example of a Customer-Focused Outcome in Palmatier et al?

Answer 15

Expectation of continuity; WOM; Customer loyalty

Question 16

What is an example of a Seller-Focused Outcome in Palmatier et al?

Answer 16

Seller objective performance

Question 17

What is an example of a Dyadic Outcome in Palmatier et al?

Answer 17

Cooperation

Question 18

What is the basis of the Palmatier et al framework?

Answer 18

RM strategies → relational mediator →
outcomes

Question 19

In Palmatier et al, which antecedent(s) have the greatest effects on the relational mediators?

Answer 19

1) conflict (and conflict resolution) is the greatest negative, and 2) seller expertise is the greatest positive (communication, seller investment, and similarity had a positive (but smaller) impact)

Question 20

In Palmatier et al, which antecedent(s) have the least effect on the relational mediators?

Answer 20

1) dependence on seller, 2) interaction frequency, and 3) duration of relationship

Question 21

What does Palmatier et al say about services vs physical products?

Answer 21

services are usually seen as less tangible and more unpredictable than products, and both customers and sellers play a bigger role in creating and using services. This close involvement makes the relationship between customers and sellers more important, and because services are harder to evaluate, trust becomes even more crucial

Question 22

What does Palmatier et al say about channel exchanges vs direct exchanges?

Answer 22

Channel exchanges require more teamwork and trust, making strong relationships vital for success in these situations, leading to better performance compared to direct sales

Question 23

What does Palmatier et al say about individual vs relationships with organizations?

Answer 23

the process by which trust develops appears
to differ when the target is an organization … as opposed to an individual salesperson, individual-to-firm relationships [are] also typically short-term and less intense in comparison to an individual-level dyad. Experimental research shows that when people evaluate another individual, they make stronger, quicker, and more confident judgments than when they evaluate a group

Question 24

What does Palmatier et al say about individual vs relationships with organizations?

Answer 24

in business markets, strong relationships are key to a company’s success, so they likely have a greater influence on outcomes in business dealings compared to regular consumer markets.