Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 6 of 6 for “"Relational marketing"”.
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The role of cultural sensitivity and trust in relational marketing: an analysis of buyer/seller relationships in the Asian Pacific Rim
This study's primary goal was to specify what cultural sensitivity is and delineate the process of its formation. In addition, the role that cultural sensitivity plays within the international buying process was probed. Accordingly, antecedents and consequences of cultural sensitivity are …
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Achieving competitive advantage in financial services through a strategic alignment of Relationship Marketing and Human Resource Management
… the strategic alignment between Relationship Marketing (RM) and Human Resources Management (HRM) in practice, and notes that a product of this collaborative/competitive association is consensus on the critical importance of people (e.g. the relational sales-reps) in the implementation of …
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Drivers of guest loyalty in the hotel industry in New Zealand: The role of staff loyalty, service quality, guest satisfaction and commitment, and the influence of loyalty programmes
… that hotels should allocate more resources to relational marketing at both the beginning and throughout the relational exchange. The new model is of considerable interest to both academics and practioners alike; as it gives a new dimension to the interelationship between service, staff, …
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The Narrated Brand: An Exploration into how Employee Narratives Construct the Brand of a Large Service Organisation
… that we need to challenge traditional views of marketing. Views linked to relational marketing, service-dominant logic, and experiential marketing represent some of the main paradigm shifts in marketing which challenge the traditional transactional view. Within these theoretical shifts the term …
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Marketing relacional y propuesta de fidelización para una empresa de servicios publicitarios
El marketing relacional es una derivación creada en base al marketing tradicional, con el objetivo de mejorar la comunicación con los clientes potenciales y actuales para fomentar la fidelidad y crear relaciones a largo plazo. En base a lo mencionado, el presente estudio aplicó una estrategia del …
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Estrategia de comunicación para la prestación de servicios sociales a la población de Cundinamarca afiliada a la caja de compensación familiar Colsubsidio
Esta tesis de maestría está encaminada en la formulación de la estrategia de comunicación, la cual pretende resolver un reto social generado por el área de innovación de Colsubsidio; orientado en la utilización efectiva de los servicios sociales por parte de la población afiliada de fuera de …