Determining relationship marketing instruments
The focus of businesses has shifted from acquiring new customers to placing greater emphasis on retaining customers through relationship marketing. However, currently, there is limited knowledge on Relationship Marketing Instruments (RMIs) that are appropriate in managing customer relationships. Thi...
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| Format: | Article |
| Language: | English |
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IUP Publications
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/13975/ http://psasir.upm.edu.my/id/eprint/13975/1/Determining%20relationship%20marketing%20instruments.pdf |
| _version_ | 1848842264614273024 |
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| author | Che Wel, Che Aniza Bojei, Jamil |
| author_facet | Che Wel, Che Aniza Bojei, Jamil |
| author_sort | Che Wel, Che Aniza |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The focus of businesses has shifted from acquiring new customers to placing greater emphasis on retaining customers through relationship marketing. However, currently, there is limited knowledge on Relationship Marketing Instruments (RMIs) that are appropriate in managing customer relationships. This paper aims to explore and empirically test the dimensions of RMIs that are appropriate in managing customer relationships. First, it reviews the concept of RMIs and its important dimensions, followed by reports on the construction and validation of the measure of RMIs. The existing literature on this topic have hypothesized five dimensions of RMIs; however, an exploratory factor analysis discovers that RMIs consist of eight dimensions. The final part of the paper discusses the implications of the findings and directions for future research. |
| first_indexed | 2025-11-15T07:56:22Z |
| format | Article |
| id | upm-13975 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T07:56:22Z |
| publishDate | 2009 |
| publisher | IUP Publications |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-139752015-11-03T07:45:37Z http://psasir.upm.edu.my/id/eprint/13975/ Determining relationship marketing instruments Che Wel, Che Aniza Bojei, Jamil The focus of businesses has shifted from acquiring new customers to placing greater emphasis on retaining customers through relationship marketing. However, currently, there is limited knowledge on Relationship Marketing Instruments (RMIs) that are appropriate in managing customer relationships. This paper aims to explore and empirically test the dimensions of RMIs that are appropriate in managing customer relationships. First, it reviews the concept of RMIs and its important dimensions, followed by reports on the construction and validation of the measure of RMIs. The existing literature on this topic have hypothesized five dimensions of RMIs; however, an exploratory factor analysis discovers that RMIs consist of eight dimensions. The final part of the paper discusses the implications of the findings and directions for future research. IUP Publications 2009-08 Article NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/13975/1/Determining%20relationship%20marketing%20instruments.pdf Che Wel, Che Aniza and Bojei, Jamil (2009) Determining relationship marketing instruments. The IUP Journal of Marketing Management, 8 (3&4). pp. 25-41. ISSN 0972-6845 http://www.iupindia.in/1109/IJMM_Marketing_Instruments_25.html |
| spellingShingle | Che Wel, Che Aniza Bojei, Jamil Determining relationship marketing instruments |
| title | Determining relationship marketing instruments |
| title_full | Determining relationship marketing instruments |
| title_fullStr | Determining relationship marketing instruments |
| title_full_unstemmed | Determining relationship marketing instruments |
| title_short | Determining relationship marketing instruments |
| title_sort | determining relationship marketing instruments |
| url | http://psasir.upm.edu.my/id/eprint/13975/ http://psasir.upm.edu.my/id/eprint/13975/ http://psasir.upm.edu.my/id/eprint/13975/1/Determining%20relationship%20marketing%20instruments.pdf |