Research Seminars

Emerging Research in Relationship Marketing

Speaker: Robert W. Palmatier
Associate Professor of Marketing, Foster School of Business, University of Washington

23 November 2012 - T 015 - From 13:00 to 14:30

Relationship marketing effectiveness at improving a firm’s financial performance varies widely, which suggests a need to understand better how relationship marketing works and what determines its efficacy. Theory and empirical results from multiple studies will be discussed that provide insight into relationship marketing’s effectiveness. The first study demonstrates that gratitude plays an important role in understanding how relationship marketing investments increase purchase intentions, sales growth, and share of wallet. The project identifies a set of managerially relevant factors that alter customer gratitude, which can make relationship marketing programs more effective. The second study integrates social network and exchange theory to develop a model of customer relationship performance based on three drivers: relationship quality, contact density, and contact authority. The results suggest the value generated from interfirm relationships derives not only from the quality of customer ties (e.g., trust, commitment, norms), as typically modeled, but also from the number and decision-making capability of interfirm contacts and the interactions among relational drivers. The final study investigates the role of relationship velocity—or the rate of change in relational constructs with respect to time—in driving exchange outcomes. The study findings highlight the importance of tapping into the dynamic nature of relational constructs (e.g., velocity) to provide insights into future sales growth.

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Speaker: Adriano Rampini

23 May 2019 - T105 - From 2:00 pm to 3:15 pm


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Speaker: Luke Taylor

16 May 2019 - T105 - From 2:00 pm to 3:15 pm


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Speaker: Jessica Jeffers

18 April 2019 - T104 - From 2:00 pm to 3:15 pm


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Speaker: Emil Verner

4 April 2019 - T104 - From 2:00 pm to 3:15 pm


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Speaker: Niels Gormsen

28 March 2019 - T104 - From 2:00 pm to 3:15 pm


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Speaker: Ramona Dagostino

14 March 2019 - T104 - From 2:00 pm to 3:15 pm


title : TBA

Economics & Decision Sciences

Speaker: Harry Di Pei
Northwestern

12 February 2019


title : TBA

Economics & Decision Sciences

Speaker: François Geerolf
UCLA

18 December 2018


title : TBA

Economics & Decision Sciences

Speaker: Marko Tervio
Aalto

13 December 2018



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