Palmatier et al. (2006) – factors influencing the effectiveness of relationship marketing: a meta-analysis Flashcards
What is “Palmatier et al. (2006) – factors influencing the effectiveness of relationship marketing: a meta-analysis” about?
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
What is RM (Relationship Marketing)?
all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges
What parts of the Katsikeas et al. framework does the Palmatier et al paper involve?
Realized Marketing Programs, Customer Mindset, Customer Behavior, Product-Market Performance
What is retention equity, in Palmatier et al?
the customer’s tendency to stick with the brand above and beyond objective and subjective assessments of the brand
What is customer loyalty, in the Palmatier et al paper?
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
What are the four mediators on ‘measuring’ customer relationships in Palmatier et al?
1) Commitment, 2) Trust, 3) Relationship Satisfaction, and 4) Relationship Quality
How is commitment defined in Plamatier et al?
An enduring desire to maintain a valued relationship
How is trust defined in Plamatier et al?
Confidence in an exchange partner’s reliability and integrity
How is relationship satisfaction defined in Palmatier et al?
A customer’s affective or emotional state toward a relationship
How is relationship quality defined in Palmatier et al?
An overall assessment of the strength of a relationship
What are the three types of antecedents and outcomes in the Palmatier et al framework?
1) Customer-Focused, 2) Seller-Focused, 3) Dyadic
What is an example of a Customer-Focused Antecedent in Palmatier et al?
Relationship benefits; Dependence on the seller
What is an example of a Seller-Focused Antecedent in Palmatier et al?
Relationship investment; Seller expertise
What is an example of a Dyadic Antecedent in Palmatier et al?
Communication; Similarity; Conflict; Relationship duration; Interaction frequency
What is an example of a Customer-Focused Outcome in Palmatier et al?
Expectation of continuity; WOM; Customer loyalty
What is an example of a Seller-Focused Outcome in Palmatier et al?
Seller objective performance
What is an example of a Dyadic Outcome in Palmatier et al?
Cooperation
What is the basis of the Palmatier et al framework?
RM strategies → relational mediator →
outcomes
In Palmatier et al, which antecedent(s) have the greatest effects on the relational mediators?
1) conflict (and conflict resolution) is the greatest negative, and 2) seller expertise is the greatest positive (communication, seller investment)
3) and similarity had a positive (but smaller) impact
In Palmatier et al, which antecedent(s) have the least effect on the relational mediators?
1) dependence on seller, 2) interaction frequency, and 3) duration of relationship
What does Palmatier et al say about services vs physical products?
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
What does Palmatier et al say about channel exchanges vs direct exchanges?
Channel exchanges require more teamwork and trust, making strong relationships vital for success in these situations, leading to better performance compared to direct sales
What do Palmatier et al say about individual vs relationships with organizations?
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
What does Palmatier et al say about individual vs relationships with organizations?
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.
